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B2B
Audience Researcher
About me - the research geek
Hello there! I'm Sneh.
I specialize in B2B audience research, where I combine my analytical skills with a suite of sophisticated tools—Ahrefs, SEMrush, Google Search Console, Google Trends, Hotjar, Microsoft Clarity, Google Optimize, and Surfer SEO—to delve into data and discover what truly drives engagement.
Over the years, I have collaborated with companies such as Animalz, WordStream, Dialpad, Convert, Zavvy (acquired by Deel), Hunch, Airspeed, Primer, and Dashworks, applying my expertise to enhance their marketing strategies and connect meaningfully with diverse audiences.
Project #1: Uniqode Product + Content Strategy Development
- Objective: Develop a secure and compliant enterprise-ready QR code solution and a content strategy to market it organically.
- Role: It was a 2 person marketing team so we led industry analysis, content strategy, and user engagement initiatives.
Market Analysis and User Research
- Approach:
- Conducted deep-dive industry analysis to identify market gaps and competitor weaknesses.
- Engaged directly with users through customer support and product demos to gather valuable insights.
- Tools Used: Ahrefs, SEMrush for strategic keyword research, Search Console to identify zero click keywords, Google Trends for monitoring market trends, Hotjar, and Microsoft Clarity for visitor recordings, heatmaps and Google Optimize for A/B testing.
- Key Insights: Uncovered a significant need for enhanced security in QR solutions tailored for enterprise needs and content gaps from competitor analysis.
- Process:
- From deep keyword analysis to sifting through heaps of market reports, I worked to carve out our Ideal Customer Profiles, initially focusing on the CPG and DTC segments.
- My conversations with prospects and new customers were crucial in fine-tuning our approach and fully understanding how our platform was being used in the wild.
- Outcomes: This hands-on research fed directly into our content strategy, letting us plug those market gaps effectively and push Uniqode to the forefront of the enterprise QR scene.
Content Strategy and Tactical Execution
- Implementation:
- When contactless menus became essential for restaurants during the pandemic, I was ready. We pivoted quickly, updated our content to highlight QR code menus (term found via Google Trends), and set up a landing page that started pulling in heavy hitters like Marriott and Hilton.
- Set up first touch attribution and refined our approach with A/B testing via Google Optimize to see what really clicked with users, leading to a smoother journey from landing page to checkout.
- Heavily relied on Search Console to learn which searches resulted in impressions but no clicks and built a hypothesis for content refreshes.
- Testing and Refinement: Kept a close eye on visitor interactions through tools like Hotjar and Microsoft Clarity and adjusted everything from button placement to copy to drive up our conversion rates with Google Optimize.
Results and Recognition
- Metrics: We saw a whopping 270% jump in traffic, quadrupled our customer base, and our MRR shot up by 18%, hitting that sweet $3 million mark.
- Client Wins: Brought on board 200+ Fortune 500 brands organically, proving you don’t need a big ad budget to make an impact.
Project #2: Uniqode’s G2 Review Campaign
- Objective: Enhance the market presence and credibility of Uniqode's QR code solutions by boosting user-generated reviews on G2.
- Role: Orchestrated a comprehensive review campaign leveraging deep customer insights to refine our offerings and strengthen our brand.
Research and Analysis
- Customer Insight Gathering: At Uniqode, I initiated a strategy to connect with our most engaged users, conducting in-depth interviews to gather detailed feedback on their experiences and satisfaction levels. These insights were pivotal in identifying specific customer needs and expectations.
- Feedback Analysis: Applied qualitative research methods to meticulously analyze the feedback. This analysis highlighted critical areas for improvement and helped us better understand the factors driving user satisfaction.
- Survey Implementation: Implemented targeted surveys across our user base to validate initial findings and quantify aspects of customer satisfaction, providing a robust data set to guide our decisions.
Strategic Execution
- Campaign Design and Execution: Using the insights gained from our rigorous research at Uniqode, I designed a personalized outreach campaign that encouraged users to share their honest reviews on G2. This included crafting messages that resonated with the discovered user preferences and implementing incentives that aligned with their values.
- Ongoing Monitoring and Adjustment: Kept a close watch on the campaign's effectiveness, making real-time adjustments to our approach based on continuous user feedback and engagement metrics.
Outcomes and Impact
- Enhanced Reviews: Elevated Uniqode's G2 rating to 4.8/5, significantly boosting our brand's credibility and user trust in the marketplace.
- Informed Product Improvements: Direct customer feedback led to targeted improvements in our QR code solutions, enhancing user satisfaction and our product's market fit.
- Sales Cycle Efficiency: The heightened credibility and product enhancements resulted in a shorter sales cycle for our enterprise solutions, facilitating faster conversions and greater business efficiency.
Metrics and Recognition
- Quantitative Impact: Achieved 143 new reviews and secured high-performance badges, reflecting the campaign's success in enhancing user satisfaction and expanding our market presence.
- Customer Acquisition Impact: New users frequently cited the improved reviews as a decisive factor in their purchase decisions, demonstrating the campaign’s direct influence on sales.
Project #3: Client Onboarding and Market Analysis Checklist for Freelancing
- Objective: Streamline the onboarding and market analysis process for new freelancing clients using a custom-developed checklist
- Role: Created and implemented a comprehensive checklist that guides the systematic collection of client and market data, enhancing the effectiveness of marketing initiatives.
Checklist Components and Implementation
- Product/Service Category Review: Clients classify their offerings, which helps tailor marketing strategies to specific market segments.
- Brand Positioning: Conduct sessions to help clients articulate their market positioning, ensuring alignment with their overall business objectives.
- Platform Overview:
- Gain access to clients’ platforms to understand functionalities, using existing videos and documentation to supplement knowledge.
- Engage with product sandboxes for hands-on experience with client offerings.
Client-Provided Information
- Audience Insights:
- Clients provide initial insights on audience pain points and demographic profiles.
- Further enrich this data by listening to recordings of sales calls and product demos to understand customer interactions and refine audience profiles.
Active Research and Analysis
- Competitive Analysis:
- Conduct in-depth research into product and content competitors using tools like Ahrefs and SEMrush to identify market trends and content opportunities.
- Evaluate competitors’ strategies to pinpoint gaps and advantages for clients.
- Online Behavior and Content Consumption:
- Investigate through focus interviews and surveys where target audiences are most active online and the types of content they engage with, using insights to craft content that meets users where they are.
Content Strategy Formulation:
- Set clear content goals based on ideal user behavior post-engagement.
- Establish metrics for success such as lead collection, increased traffic, improved SERP rankings, and enhanced brand awareness.
Documentation and Guidance
- Content Examples: Provide clients with examples of effective content to serve as models for their content development efforts.
Outcomes and Monitoring
- Performance Tracking: Implement tools like Search Console to monitor content performance and adjust strategies based on data.
- Feedback Integration: Regularly incorporate feedback from clients and their customers to continuously refine and improve marketing strategies.
Project #4: Market Research for Feature Development in a leading CRO Testing Platform, Convert.com
- Objective: Facilitate the development of new features for a CRO testing platform by conducting targeted market research with industry experts.
- Role: Designed and led a focus group study, formulating questions and capturing feedback to drive strategic feature enhancements.
- Conducting Expert Interviews
- Setup and Execution: Recruited top CRO experts and conducted detailed interviews using Zoom, ensuring rich data capture with the aid of AI transcription tools.
- Incentive Strategy: Developed an attractive incentive plan that effectively motivated participation, guaranteeing engagement from key industry players.
- Insight Collection and Analysis
- Key Issues and Solutions: Identified and documented major challenges (bleeding neck problems) that CRO experts face with analytics and experimentation tools.
- Understanding Triggers and Solutions: Analyzed how experts express their problems, the triggers for seeking solutions, and their thoughts on probable solutions including the maturity of their approach.
- Value Mapping and Market Expectations
- Personal and Professional Values: Explored what values matter to these experts personally and professionally, influencing their decisions when investing in data and analytics vendors.
- Competitive Analysis: Reviewed the top tools in related categories like DXP, DEM, Heatmaps, Session Recordings, and A/B Testing—focusing on key features, latest updates, and user reviews to establish market standards and expectations.
- Strategic Development and Positioning
- Positioning Strategy: Leveraged findings from the research to advise on positioning the new features in a way that addresses identified market gaps and expert pain points.
- Feature Recommendation: Developed recommendations for the platform based on expert feedback, focusing on enhancing user satisfaction and solving key operational challenges.
- Feedback and Process Improvement
- Collected and integrated feedback from participants to refine the interview process, making it more efficient and less intrusive for future engagements.
Project #5: [Ongoing] Developing a content repurposing service - Scaling Rad Content
- Objective: Create a service that stretches the value of webinars, SME interviews, and podcasts by repurposing them for blogs, emails, and socials.
- Role: Conducted market research and developed content for the "Scaling Rad Content" website
- Identifying the Need
- Setup and Execution: Recruited top CRO experts and conducted detailed interviews using Zoom, ensuring rich data capture with the aid of AI transcription tools.
- Incentive Strategy: Developed an attractive incentive plan that effectively motivated participation, guaranteeing engagement from key industry players.
- Problem-Solving: Noticed how much content gets shelved after one play. Tapped into industry chatter and advice from folks like Ross Simmonds and John Bonini to confirm this gap.
- Research Approach: Used Sparktoro to figure out where our audience hangs out and what else grabs their attention. The platform isn’t perfect for this particular keyword but I was able to find out freelancers who offered a similar service
- Competitive Analysis and Crafting the Service
- Market Scan: Checked out what others were doing—freelancers to big names like HubSpot (Content Remix) and Goldcast. Needed to see where "Scaling Rad Content" would fit in and stand out.
- Building the Service: Set up a clear, no-nonsense process for turning a single content piece into a full-blown campaign
- Rollout and Refinement
- Kick-off: Launched the service and working with clients to refine the value prop and make the process more painless.
- Build in public: Intend to promote this service and create a content strategy to get in front of the right audience.
B2B Audience Research Tools
Keyword research
Ahrefs, SEMRush, Search Console, and Surfer SEO
AUdience Research
Focus groups, surveys, demo recordings, Sparktoro, sales calls, and market research interviews
AI Tools
ChatGPT + Claude + Perplexity as a research assistant to analyze patterns in data and summarize research reports. Transcription services and AI tools to break down huge projects into smaller, more manageable tasks
Social listening
BuzzSumo, advance search on LinkedIn and Twitter, manually researching experts in content marketing and monitoring Slack communities (dark social)
