The Product Marketing Experts Market Research and Personas with Agustina Sacerdote, Product Marketing Lead at Square
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Dec 23, 2020 
Agustina Sacerdote, the Product Marketing Lead at Square, shares her journey in product marketing, emphasizing the necessity of market research and customer insights. She discusses the structure and relevance of effective personas, cautioning against common pitfalls like poorly defined profiles. Agustina also highlights strategies for integrating research into daily marketing processes to foster collaboration. With her expertise, she covers how product marketers can adapt to rapidly changing markets and maintain impactful messaging.
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Agustina's PMM Career Path
- Agustina Sacerdote fell into product marketing from marketing consulting and startup growth roles.
- She values building and helping small businesses, which drove her to Square.
Keys to PMM Success
- Successful PMMs deeply understand business growth levers and have emotional empathy for customers.
- This combination helps PMMs make fast decisions and connect strategically with customers.
Make Customer Research Habitual
- Build curiosity and make customer research part of your routine with formal goals like OKRs.
- Prefer hands-on customer conversations over costly vendor research unless entering new markets or segments.