Transcript
A (0:00)
Some social tools are too basic while some are too bloated. Sched Social is the best of both worlds, built just right for fast moving teams who need power without the price traps. Get 20% off a full year with code millennials@skidsocial.com that's s k e d social.com what is up Marketing besties. We are kicking off a brand new miniseries called Go to Marketplace where we break down one go to market move in under 10 minutes. Real tactics, zero fluff. Just the kind of stuff you actually use to launch smarter, grow faster and win your market. And joining me for this whole series is someone who lives and breathes Go to Market, Tamara Graminski. She's an award winning product marketer, former VP of Product marketing at Kajabi, and one of the sharpest minds in the game. Let's get into it. We are back with another Go to market play in 10 minutes or less. This one's for every marketer who's heard you need to talk to customers, but no one tells you how to do it, who to talk to, or what to do with all the feedback once you have it. I've got Tamara back with me, founder of PMM Camp, and she is a pro at turning customer conversations into real strategy. So we're excited to break this down. Welcome back, Tamara.
B (1:38)
Thank you. Super excited for this episode. I am crazy about customer interviews. I talk about them all the time. I really believe that if you want to make your messaging better, your product launches better, if you want to just improve your strategy, the content you create, you need to talk to your customers and you need to be doing it consistently. Now, as you mentioned, a lot of people kind of know they should talk to customers, but they don't know like how to do it properly. They just immediately skip straight to getting on the phone with them without answering what I think is the most important question. What are we actually trying to learn? Right. So before you book a single interview with a question, you need to get clear on what decision are you trying to make based on the outcome of this conversation? What information do you need in order to move forward and who actually has that answer? That's how I think you go from just doing interviews to actually getting real insights that you can act on.
A (2:37)
I think that's such a good filter because you're not just gathering feedback, you're reverse engineering it from the decision you need to make. But I want to get tactical with this. So how do you actually figure out what decision you're trying to make in the first place. And how do you make sure you're talking to the right people to get those answers?
B (3:02)
Yeah, we're going to cover all of that today. The first step is actually to identify what type of interview you want to do. We often talk about customer interviews as, like, one thing, but there's really two types of interviews. There's generative interviews and concept testing interviews. Generative interviews are interviews where you're exploring. Right. In these interviews, you want to surface unmet needs, patterns that you're seeing across customer segments, maybe voice of customer, how customers or prospects are communicating certain things. Concept testing is when you're validating an idea or a concept. That's where the name comes from. So you actually have something that you want to put in front of the customer and you want to know if it resonates and actually get feedback on something. So each one of those has a completely different purpose and a different set of questions. So before you even start to identify what questions you need to ask, you have to figure out what's the purpose. Right. You're not going to ask what's your biggest challenge right now in a concept test. That doesn't make sense. And you're not going to test mock ups in a generative interview. And so I think the first step to getting clarity is actually identifying which type of interview you need.