#250 Customer Insights | Matt sits down with Shoshana Kordova, a 3x founding product marketer and former journalist who now helps B2B tech startups craft customer-infused messaging through her consultancy, Peel Product Marketing. Shoshana recently launched a customer insights playbook for the PMM Jetpack, equipping marketers with tools and templates to run more effective customer interviews.

Matt and Shoshana cover:

• Why a customer insights program is more than “just talking to customers” and how to turn interviews into a repeatable system that drives messaging, positioning, and case studies
• How to collaborate across teams (especially with CS and product) to get buy-in and avoid stepping on toes
• The most common mistakes B2B marketers make with interviews and how to get the kind of insights you can actually use

Whether you're a product marketer, content strategist, or leading a GTM team, this episode is packed with actionable takeaways to build messaging that resonates.

Timestamps

• (00:00 ) - – Intro
  


• (03:12 ) - – Meet Shoshana: From Journalism to Product Marketing
  


• (04:22 ) - – What Is “Customer-Infused Messaging”?
  


• (06:07 ) - – Why Customer Insights Beat Surface-Level Deliverables
  


• (08:07 ) - – How to Work with CS and Sales Without Stepping on Toes
  


• (11:07 ) - – Navigating Competing Priorities Across Teams
  


• (13:27 ) - – Selling the Value of Customer Interviews Internally
  


• (17:27 ) - – The 6 Steps to Building a Customer Insights Program
  


• (19:22 ) - – Step 1: Aligning Goals with Stakeholders
  


• (21:02 ) - – Step 2: Building a Customer Interview Pipeline
  


• (23:07 ) - – Step 3: Keeping Stakeholders in the Loop (Hint: Use Slack)
  


• (29:08 ) - – Step 4: How to Run a Great Customer Interview
  


• (34:38 ) - – Focus on Problems, Not Just the Product
  


• (37:13 ) - – Uncovering Real ROI with Better Follow-Ups
  


• (38:23 ) - – Step 5: Documenting What Actually Matters
  


• (40:43 ) - – How to Organize Insights into a Shared Database
  


• (43:33 ) - – Step 6: Putting Insights to Work (Case Studies, Messaging, ICPs)
  


• (45:53 ) - – Should You Hire an External Interviewer?
  


• (48:08 ) - – What’s a Realistic Interview Cadence?
  


• (49:38 ) - – Other Places to Find Customer Insights (When Interviews Aren’t Possible)
  


• (51:13 ) - – Final Tips: Mining G2 Reviews, Webinars, and Internal Teams
  


• (52:27 ) - – Wrap-Up and Where to Find Shoshana

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