Hot Tips is a constantly growing, curated collection of candid advice by and for product people.
Think of it as a precious piece of advice you wish you had received when you started building products. It’s a short snippet of wisdom that helps you do things differently.
Contributing a Hot Tip it the fastest way to reach 3,000+ makers from all over Europe. Your daily grind might be their ‘aha moment’!
1. Write your Tip following the guidelines below.👇
2. Submit the Tip through Typeform.
3. Wait patiently! The Tip will undergo some scrutiny by our Hot Tip Catcher, who will then decide whether to publish it (we may tweak the content for clarity).
4. Watch out! Every week we’ll pick the best Hot Tips and share them with the community in the JAM newsletter. Look out for yours! 👀
Your Tip can belong to one of the three categories.
📖 Be as open as you can: share insider knowledge, something people won’t have come across before. A Hot Tip reveals how you do things.
🎨 Show, don’t (just) tell: talking about your roadmapping process? How about including a screenshot of the tool you use? There’s nothing better than seeing your ‘behind-the-scenes’.
💌 Keep it short and personal: aim for 200 words max, and word it like you’re helping a friend out.
🔧 Share tools: offer readers an opportunity to explore the topic. Link to at least one helpful ebook or article that helped you in the past.
With B2B product, the people who make the financial calls are not always the same as the users. Who do you talk to first? What questions do you ask? How do you approach 'user research' when the buyer is not the end user?
The biggest challenge when doing user research for a B2B product is that it's not that easy to getting access to your target user.
Therefore, it's important to look beyond the usual outsourcing of recruiting users to an agency. Instead, I recommend looking at what you have.
But, what about prospects and even churned customers? They clearly match your target group and sharing your latest prototype with them or asking about specific aspects of their work is a great conversation starter. In addition, it shows them that you truly value their opinion.
I also recommend prioritizing qualitative over quantitative research in B2B environments, as your numbers and traffic are typically so low, that they rarely allow for significant results and interpretation.
Buyers, typically people higher on the company’s food chain, have very different considerations than product users. To relate it to the real world think of you as a buyer and your niece as a user. She might want the next edition of Assassin’s Creed, but you aren’t sure if the level of violence is appropriate for a 5-year old.
Researching for B2B is a question of effective communication. Your goal is to translate the improvements that the end users experience into business-wide benefits.
Depending on the cost of the product, you might need to do separate research tailored to every buyer. The higher the transaction value, the more personal the approach needs to be.
The buyer is not interested in your improved tooltip menu. They rather want to know its impact on the speed of training new employees in using the tool. Summarise the problem they are facing in one sentence.
Even if your product is indeed the ideal solution for the business, the buyer operates under many constraints they can't change.
The buyer might already be using an alternative solution. They might also be approached by other services similar to yours. Know who your competitors and investigate their products inside out. Tip: play detective and call them up pretending to be a customer. You'll hear their pitch and see what sales methods they use.
Don’t shy away of naming your direct competitors by name. Be ready to compare them with your product in reference to the buyer’s constraints and goals. Include everything, especially what they do better than you (yes, some products do things better than yours). Learn to present your USP as the most impactful one for the business.
*Anyone gets the reference to "Radical Candor" by Kim Scott? No? Add the book to your reading list.