{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Dave Gerhardt Show (from Exit Five)","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":3306,"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.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 studiesHow to collaborate across teams (especially with CS and product) to get buy-in and avoid stepping on toesThe most common mistakes B2B marketers make with interviews and how to get the kind of insights you can actually useWhether 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","thumbnail_url":"https://img.transistorcdn.com/qp2EGyx49zNMpcn-IwZXI3v-kD3r0QUel9Kwnpr1jPQ/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS8zMzlh/ODVjZDNmNjY4Mzli/MTFlNzMxZDI4ZmJm/Yzc1MC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}