> ## Content Index > Fetch the complete content index at: https://www.productmarketingalliance.com/llms.txt > Use this file to discover other available public pages before exploring further. # Product Marketing Questions Week #5 - URL: https://www.productmarketingalliance.com/product-marketing-questions-week-5/ - Published: 2019-09-26T13:22:04.000Z - Updated: 2020-03-11T09:32:47.000Z - Description: It’s that time again folks! Week five’s full of tried and tested software suggestions, onboarding experiences, customer persona tips and story-building frameworks. - Author: Richard King - Tags: #membership It’s that time again folks! Week five’s full of tried and tested software suggestions, onboarding experiences, customer persona tips and story-building frameworks. **New to the round-up?* In case you’re wondering, it’s made up of questions that are asked in the #pmm-questions group of our slack community - you can get in on the action* [*here*](https://www.productmarketingalliance.com/join-slack/)*.* --- ## Q: Does anyone have any research or advice on building customer personas from scratch? **A:** Well, this one’s super easy, we’ve covered it in detail [here](https://www.productmarketingalliance.com/how-to-create-buyer-personas/). To give you a snapshot though, here’s a brief outline of the steps: **Step 1:** conduct some thorough research **Step 2:** understand your aims **Step 3:** ask the right questions **Step 4:** collate your learnings **Step 5:** keep the momentum going. --- ## Q: What tools/software do people like to use to monitor competitor activity for your product set? **A:** Here are some tools that have been personally recommended by fellow PMAers: - [Guru](https://www.getguru.com/) - [Bloomfire](https://bloomfire.com/) - [Highspot](https://www.highspot.com/) - [Crayon](https://www.crayon.co) - [Klue](https://klue.com/) - [Competitors App](https://competitors.app/) And here are a couple more options: 1\. Ask your prospect-facing teams (i.e. sales), after all, they’re speaking to your target audience every day and they’ll have probably researched your rivals as well as you, so they’ve got a lot of relevant info to unlock. **Tip:* instead of relying on your agents remembering tidbits here and there, give them a few conversation prompters and something (even if it’s just an organised spreadsheet, but ideally a CRM) to write their notes down real-time.* 2\. Take the load off your plate full stop by hiring a competitor intel firm to do it for you. *For 200+ more tool recommendations, check out our [Product Marketing Tools of Choice Directory](https://www.productmarketingalliance.com/product-marketing-tech-stack/).* --- ## Q: Who owns user onboarding as one of the main responsibilities? PMs or PMMs? **A:** Although a relatively similar thread runs throughout, this one largely varies from business-to-business. A few common ownership areas include: - Customer success only - Customer success + customer support - Dedicated onboarding teams - Customer experience - Product + customer success We’ve worked in places before where marketing had their hand in it too. The dedicated onboarding team would have the personal over-the-phone introductions, product would run through demos and marketing managed a series of automated emails, like: ![](https://storage.ghost.io/c/e8/42/e8425f10-c6bc-4266-b03f-495034377a60/content/images/2019/09/Screenshot-2019-09-26-14.13.29.png) --- ## Q: Does anyone have any in-app NPS surveying tool they like? **A:** Here are the tried and tested ones: - [Delighted](https://delighted.com/) - [Wootric](https://www.wootric.com/) - [Pendo.io](https://www.pendo.io/product/nps/) - [Gainsight PX](https://www.gainsight.com/product-experience/) - [WalkMe](https://support.walkme.com/knowledge-base/walkme-net-promoter-score-nps-surveys/) And here are a few more we looked into: [Usabilla](https://usabilla.com/), [Hotjar](https://www.hotjar.com/blog/tracking-your-nps-over-time-just-got-easier) and [Retently](https://www.retently.com/). --- ## Q: Does anyone use any framework/templates to help develop messaging/build a story? **A:** Try this simple three-tiered approach for a bit of guidance: **Phase 1: context** ![](https://storage.ghost.io/c/e8/42/e8425f10-c6bc-4266-b03f-495034377a60/content/images/2019/09/Screenshot-2019-09-26-14.16.36.png) ****Phase 2: action** ![](https://storage.ghost.io/c/e8/42/e8425f10-c6bc-4266-b03f-495034377a60/content/images/2019/09/Screenshot-2019-09-26-14.17.23.png) ****Phase 3: results** ![](https://storage.ghost.io/c/e8/42/e8425f10-c6bc-4266-b03f-495034377a60/content/images/2019/09/Screenshot-2019-09-26-14.18.21.png) For more on storytelling, check out these [10 storytelling tips.](https://www.productmarketingalliance.com/10-tips-to-improve-your-products-story/)