To maximize the reach of their quarterly "banger" campaigns, User Interviews runs a contest called "PG Palooza." They offer cash prizes to employees who get the most engagement for sharing the content, effectively turning the entire company into a motivated distribution channel.
User Interviews' first attempt at an incentivized participant referral program failed. Instead of abandoning the idea, they revisited it later, and it became one of their largest growth channels. This proves an initiative's failure might be due to timing or execution, not a flawed concept.
User Interviews' marketing team plans 2-3 "bangers" (tentpole campaigns) per quarter. This creates a predictable operating rhythm for the entire company, ensuring a steady drumbeat of marketing moments that are independent of the product roadmap and can be planned in advance.
The unifying theme of User Interviews' marketing for eight years has been to consistently affirm the importance of researchers and their work. By making the customer the hero of the narrative, they build a deep, emotional connection that transcends product features and drives long-term brand affinity.
User Interviews found its GTM focus by first identifying its best existing customer persona (researchers). They then analyzed the market and found a significant gap in content and community serving that audience, creating a clear opportunity to establish authority and win them over.
User Interviews published its flagship content completely ungated but offered an optional email e-course delivery format. This compelling, non-coercive offer converted at 13%, demonstrating that providing a superior experience can outperform forced lead gates for capturing emails.
Instead of diversifying efforts across many marketing channels at once, User Interviews focused on mastering one channel at a time. They built a strong foundation in SEO first, then added other channels sequentially, which allowed them to dominate each one before expanding.
User Interviews' employee advocacy campaign involves a two-phase approach. First, the entire company amplifies content on social media. Then, one to two weeks later, the sales team follows up directly with everyone who engaged, systematically converting social buzz into sales meetings.
To ensure its "UX Research Field Guide" would resonate, User Interviews didn't just rely on keyword research. They used methods like open card sorting with their target audience to validate the content's structure, confirming it matched their customers' mental models before production.