Prioritization is a word that cannot be over-emphasized in Product Marketing, as it’ll not only help you run efficient campaigns but also cut down costs, resources and get you the required results. But how then do you prioritize? How do you ensure that the surveys you’re carrying out will generate the right data you want? Well, here’s where Gerry McGovern comes in with his innovation — Top Tasks Analysis. So many times, we run ads with too much information, design landing pages with grotesque arrangements, carry out surveys fielding the wrong type of questions, and all these affect the kind of data we generate from our users. With Top Task Analysis, we’re able to group questions that are alike together, then ask users to rank them in their order of importance, 5 being the most important, and 1 being the least important. When users do this, we’re able to see which questions are the most important to them, and by prioritizing these questions, we’d know the deal breakers for our users, and how to address them.
But after you’ve carried out your surveys, after you’ve done your top task analysis, after you have all the right questions figured; it doesn’t tell you the nuances involved in your customers’ interaction with your product. Meeting with your customers does infact change your perspective on customer interaction with your product. Steve Krug, in his book “Rocket Surgery, Made Easy” recommends that we should meet just 3 persons, once a month.
But it’s not enough to meet your customers; for every time you do, have a specific task in mind you want to accomplish; it could be how they would react to a campaign you’re about running, a landing page you’re building if they’d see the call to action bar quickly and react accordingly. Have something you want to learn and not just the questions you want to ask them, but something you want to take away. Getting them involved in the creation process is an amazing move to getting the best feedback from your customers, and if it’s one on one, the better. Focus groups have a way of corrupting/influencing individual opinions, and at the end of the day, the desired result will not be gotten.
As part of my course requirement, I’m going to be sharing my thoughts on Growth Marketing, and hopefully much after that. But in the meantime, these lessons have been made possible by the good people at CXL Institute.