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customer-research

2 pieces on this thread.

Product Marketing · March 1, 2026 · 7 min read

Buyer persona development for B2B PMMs: how to build profiles that actually drive decisions

A persona that lists a title, an age range, a tech stack and a reporting line is onboarding paperwork. Accurate, filed, and no use at all when a deal goes quiet in week six. The version that changes what we write answers five things about how the buyer decides. What set them looking, what they're trying to accomplish, what blocks them inside the building, what they can't change, and what a win looks like to them personally. It comes from interviews with buyers who chose us and buyers who didn't, not from a whiteboard.

buyer-personas product-marketing B2B-SaaS messaging customer-research

Product Marketing · December 25, 2025 · 8 min read

Voice of Customer research: how PMMs build messaging that actually converts

Most B2B messaging is written from the inside out, in the language of the people who built the product. Voice of Customer research is how we get the buyer's own sentences instead. Talk to wins, losses, and near-misses. Mine tickets, reviews, and recorded sales calls for the words buyers use before they know our category exists. File the raw quotes in a language bank. Then run the highlighter test on the page we already published. A buyer who hears her own sentence come back to her feels understood, and understood buyers buy.

voice-of-customer product-marketing messaging customer-research B2B-SaaS