Leveraging Customer Research Like a Product Marketer with Tara Panu @VoiceFlow

Executive Conversations

Hello again listeners! Welcome to another episode of the SaaS Leader Interview Series.

This time, we’re joined by Tara Panu, VP of Marketing at VoiceFlow, the collaborative platform used to build chat and voice assistants, to talk about leveraging customer research like a product marketer.

Every marketer knows the customer needs to be at the center of all their efforts, but how do you ensure that? Tara spent her first 30 days in her role interviewing customers and prospects, jumping into sales calls, and practicing social listening on LinkedIn.
Her efforts revealed new opportunities that she took in to craft her strategy and, finally, her messaging and value proposition started to resonate with them. But that was not her ultimate goal.

As she’s a customer-centric marketer, she made sure that not only Sales and Marketing but the entire company was leveraging from her findings and keeping their ICP close to better execute their jobs.

Tune in to see how she made that happen!

In this episode we talk about:

• Customer research
• Customer-centric marketing
• Marketing strategy

Timestamps:

00:00 - 00:54: Introductions

00:54 - 03:42: How Tara’s background as a product marketer influences her role as VP of marketing

03:43 - 06:36: First challenges when joining VoiceFlow

06:37 - 10:22: The first 30 days knowing the customers

10:23 - 13:32: Why you should go to sales calls instead of listening to recordings

13:33 - 16:14: The emergence of the Conversation Designer role

16:15 - 19:48: Sourcing customer research interviews

19:49 - 24:00: Making sure that customer research findings are used effectively company-wide

24:01 - 28:22: Making the most out of customer research interviews

28:23 - 29:04: Connect with Tara

About Tara Panu

Tara has a passion and obsession for understanding customers deeply. She started her career in customer marketing, then turned to product marketing, and is now leading the marketing department at VoiceFlow.

Connect with Tara on LinkedIn
Connect with Maeva on LinkedIn

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