The SEO Growth PodcastEpisode 90 ·
Leveraging Customer Research Like a Product Marketer with Tara Panu @VoiceFlow.
Tara Panu talks about how to leverage customer research like a product marketer to shape an aligned customer-centric company.
Tara Panu
VP of Marketing, Voiceflow
Maeva Cifuentes
Host, Founder and CEO of Flying Cat
VP of Marketing, Voiceflow
Maeva CifuentesHost, Founder and CEO of Flying Cat
Maeva Cifuentes speaks with Tara Panu, VP of Marketing at Voiceflow, the collaborative platform for building chat and voice assistants, about leveraging customer research like a product marketer.
Tara spent her first 30 days in the role interviewing customers and prospects, joining sales calls and practicing social listening on LinkedIn. Her findings revealed new opportunities, shaped her strategy and sharpened a value proposition that finally resonated with buyers.
As a customer-centric marketer, she also made sure the whole company used her findings, so every team keeps the ideal customer close to the work.
What leaders can take from Tara
- 1Spend your first month with customers.Interviews, sales calls and social listening gave Tara the foundation for her strategy.
- 2Join sales calls live.Being on the call teaches more than listening to recordings later.
- 3Watch for new roles in your market.The rise of the conversation designer changed who Voiceflow speaks to.
- 4Share research across the company.Findings help product, sales and success teams as much as marketing.
Customer researchCustomer-centric marketingMarketing strategy
