Before you start, you’ll need to consider how you can turn these conversations into something tangible. Data-driven marketing requires data, after all.
We recommend coding your interviews to accomplish this. Coding is the process of turning qualitative interviews into quantitative data using themes. If you’re curious about how this works, check out this free guide from Delve.
Ask stakeholders about the product, the customers, and everything in between. The questions are limitless, but here are a few that can help you get started:
- What sets us apart from the competition?
- What do our customers get excited about?
- What’s the biggest challenge our customers are facing?
- What can we be doing better?
- What are the top three things our marketing team should be doing?
Look for themes in the responses to these questions and start to track how often these themes come up with different stakeholder groups. This process will naturally lead to insights that you can use to start building your strategy.
How can these insights inform strategy?
For example, here’s the results of stakeholder interviews for a company whose product is used by cloud architects. Coded interviews showed that internal stakeholders in the marketing and sales team viewed security as a key product feature. But similar interviews with customers showed that they were much more concerned with performance. They already knew security was a key feature and didn’t need to hear more about it.
With these insights, the company will have a better understanding of how to build their messaging when they go to market.