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Jamie
Gahunia
Director of Product Marketing
Planful
As the Director of Product Marketing at Planful, Jamie leads a team dedicated to driving product demand through strategic insights and go-to-market excellence. With a diverse background spanning product management, product marketing, customer success, and professional services at PartnerStack and Resolver Inc., Jamie brings a wealth of cross-functional experience to her role. Interestingly, Jamie started her career as an accountant at Deloitte before discovering her true passion in Product Marketing. Fun fact: She is currently learning Mandarin, so feel free to strike up a conversation with her after the event to help her practice!
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12 November 2025 09:45 - 10:15
Beyond big budgets: Unlocking deep customer insights through scrappy research
A common misconception is getting deep customer and market understanding requires a huge budget. This keynote will show Pmms how to find valuable insights without expensive agencies or fancy tools. We'll explore practical ways to use data you already have and talk directly to your audience to build strong customer profiles and find their needs. This session will help you become an "insight detective," using information right at your fingertips. You'll learn how to analyze sales calls, support tickets, online reviews, and engage with online communities. Discover how to build a solid market understanding that shapes your product strategy, messaging, and go-to-market efforts—all while keeping costs low. Key learnings: - Identify and utilize readily available internal data sources (e.g., CRM, support tickets, sales calls) to build rich customer personas and pain point maps. - Implement cost-effective qualitative research methods, such as informal customer interviews and social listening, to gain deep empathy and actionable insights. - Transform raw data from existing channels into strategic intelligence that directly informs product development, messaging, and market positioning.