{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Exit Five Podcast","title":"6 Steps to Building a Customer Insights Program with Shoshana Kordova","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/5cac10db\"></iframe>","width":"100%","height":180,"duration":3014,"description":"#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.\n\nMatt and Shoshana cover:\nWhy 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\nHow to collaborate across teams (especially with CS and product) to get buy-in and avoid stepping on toes\nThe most common mistakes B2B marketers make with interviews and how to get the kind of insights you can actually use\nWhether you're a product marketer, content strategist, or leading a GTM team, this episode is packed with actionable takeaways to build messaging that resonates.\nTimestamps","thumbnail_url":"https://img.transistorcdn.com/oH4uzMViDKDe2eiVVXtcCtRaaT6bQCDcyyhiaXHyatc/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS80MWNj/YmM2MTA2NjhiY2Zk/YjA3NTgwY2M2ZWVh/NGU2Yy5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}