11 Questions to Ask Your Product Marketing Team: Breakdown of the Customer Journey

When it comes to product marketing, understanding the nuances of the customer journey is pivotal. Inspired by Martina Lauchengco's profound insights in her book, "How to Rethink Marketing for Tech Products", this article underscores the significance of posing the right questions to your product marketing team.

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These questions can illuminate the pathways your potential customers tread, ensuring that your marketing strategies are both effective and resonate with the end-user.

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It's imperative to realize that product marketing is not just about showcasing the strengths of a product but about delving deep into market-sensing queries. By analyzing these questions, a business can discern both the rational and emotional motivations that propel a customer's purchasing decisions.

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Here, we spotlight eleven essential questions, their importance, and the value they add in optimizing the customer journey.

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1) What are they trying to do?
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This is the bedrock of all product marketing strategies. Knowing the primary objective or need that your potential customer aims to fulfill can determine the direction of your entire marketing campaign.

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Looking deeper: Every customer interacts with a product or service to achieve a particular outcome or solve a specific problem. By understanding "What are they trying to do?", the product marketing team can craft narratives and strategies that cater to those exact needs. This isn't just about the functionality of the product, but the broader objectives the customer hopes to achieve. For instance, someone buying a fitness watch isn't just purchasing a timekeeping device but is aiming to lead a healthier lifestyle, monitor their fitness levels, or perhaps train for an athletic event.

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2) Do they recognize and prioritize this problem?
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For any solution to resonate, the audience must first recognize the problem. If they're unaware, even an outstanding product can go unnoticed.

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Looking deeper: It's one thing to have a solution, but another for the market to recognize they have the problem you're trying to solve. For instance, before the rise of smart home devices, many were content with traditional home appliances. However, as companies began showcasing the conveniences of smart homes—like remotely controlling lights or thermostats—consumers began to recognize and prioritize these modern problems and the solutions they hadn't previously considered. Marketing strategies must be adaptive, sometimes focusing on problem awareness before transitioning to solution presentation.

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3) What is motivating them to solve the problem?
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To effectively market a solution, one must understand the emotional and rational drivers behind a customer's decision-making.

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Looking deeper: Different people have varying motivations for addressing the same problem. Consider reusable water bottles: one person might buy one primarily for its cost-saving benefits over time, while another is motivated by environmental concerns and reducing plastic waste. By identifying and addressing these diverse motivations, product marketing can tailor its messaging to appeal to a broader audience or more deeply connect with specific segments.

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4) What compels them to take action?
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Pinpointing the triggers that move potential customers from contemplation to action can optimize marketing strategies and campaigns.

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In-depth Analysis: Each potential buyer has catalysts that drive them from mere interest to making a purchase. For some, it might be a limited-time discount, while for others, it's reading a compelling review or testimonial. For example, in the e-commerce sector, cart abandonment reminders, coupled with a small discount or free shipping, can be the nudge that transforms a potential sale into a completed one. Recognizing these triggers allows the marketing team to integrate them into campaigns, enhancing conversion rates.

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5) What in this product delivers the most value?
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Identifying the primary value drivers of a product ensures that marketing communications highlight what matters most to potential customers.

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In-depth Analysis: Different features or aspects of a product might appeal to various segments of your target audience. For a cloud storage solution, some users might value the sheer amount of storage space, while others might prioritize security features or ease of collaboration. Conducting surveys or analyzing customer feedback can give invaluable insights into what users perceive as the highest value. By amplifying these value points in marketing materials, companies can more effectively connect with and persuade their target audience.

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6) Who is most likely to value and buy this product?
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Segmenting and identifying the primary audience helps in tailoring marketing strategies to those most inclined to make a purchase.

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Looking deeper: Not every product is for everyone. Understanding the demographics, psychographics, and behaviors of those most likely to buy can save both time and resources. For instance, a premium gaming laptop with high-end specifications might appeal most to hardcore gamers or professionals in graphic-intensive fields, rather than casual computer users. By targeting marketing efforts towards these specific groups, businesses can ensure a higher ROI on their campaigns and foster deeper brand loyalty among the most relevant audience segments.

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7) What starts the journey toward acquiring the product?
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Recognizing the initial touchpoints or triggers that set potential customers on the path to purchase is key to optimizing the early stages of the buyer's journey.

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Looking deeper: The start of the acquisition journey can vary widely based on the product and the audience. It could be a captivating advertisement, a word-of-mouth recommendation, or even a personal need or event. For example, a person might begin exploring baby products after hearing news of a family expansion, or a student might seek out study tools as exam season approaches. By understanding and capitalizing on these initial touchpoints, product marketing teams can ensure they're present and impactful at the very start of a customer's journey, setting the stage for a positive purchasing experience.

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8) How might a product get discovered and become more desired over the entire journey?
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Ensuring product discoverability and increasing its desirability over time is key to maintaining and growing a customer base.

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Looking deeper: A product's discovery often hinges on multi-channel marketing, from search engine optimization to influencer partnerships. For instance, a skincare product might first get noticed on a beauty vlogger's YouTube channel and then gain traction as it gets reviewed on various blogs and social media platforms. Over the journey, consistently positive feedback, improvements based on user insights, and staying relevant through updates can enhance its desirability, ensuring sustained interest.

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9) How might we reduce friction in acquiring the product?
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A seamless acquisition process can significantly boost conversion rates and improve overall customer satisfaction.

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Looking deeper: Reducing friction often revolves around simplifying the purchase process. For online platforms, this might mean optimizing website load times, offering multiple payment options, and providing intuitive navigation. Brick-and-mortar stores could focus on effective signage, well-trained staff, and easy checkout solutions. For example, e-commerce giants often introduce one-click purchase options or saved payment details for returning customers, making the buying process swift and hassle-free.

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10) What do people need to see or hear to become customers?
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Identifying the critical touchpoints or messages that convert potential buyers into customers can enhance marketing efficacy.

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Looking deeper: Different triggers can sway individuals. Some might be convinced by seeing real-world applications of a product, while others need testimonials or third-party reviews. A tech gadget, for example, might gain traction through hands-on reviews demonstrating its features, while a new restaurant might find success through rave reviews on food blogs or platforms like Yelp.

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11) How can we delight customers so much that they want to talk about the product with others?
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Word-of-mouth remains one of the most powerful marketing tools. Ensuring customers are not just satisfied but delighted can turn them into brand ambassadors.

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Looking deeper: Delight goes beyond mere satisfaction. It's about exceeding expectations. This could be through exceptional post-purchase support, surprise bonuses, or consistent product improvements based on feedback. Consider a software platform that not only meets its promised features but also sends personalized tips to users on how to maximize its utility. Such gestures can spur customers to share their positive experiences, championing the product in their circles.

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Forget that you are selling a product; instead, you are forging lasting relationships with your customers. Every touchpoint, motivation, and interaction plays a role in determining whether your audience becomes loyal customers or missed opportunities.

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Bolder agency specializes in customer research, meticulously dissecting each stage of the buying process to derive actionable insights. Our objective is straightforward: to empower your product marketing team with data-driven strategies, ensuring that every marketing decision you make is rooted in a deep understanding of your audience. Get in touch to learn the real motivation of your audience.