Traditional personas are too static for today’s fast-moving markets. Modern PMMs are shifting from “persona documents” to continuous buyer intelligence, drawing on community conversations, LinkedIn behavior, creator ecosystems, dark-social interactions, and real-time content signals. This panel brings together leaders who’ve mastered these channels to show how PMMs can extract strategic insight — not vanity metrics — and translate it into sharper positioning, ICP refinement, content strategy, and sales enablement. Attendees will learn how to turn the noisy world of social listening and community data into actionable GTM direction that keeps them ahead of the market. Key Takeaways - How to identify real buyer intent signals hiding inside LinkedIn comments, reposts, creator engagement, and community discussions. - How to turn social listening into ICP refinement, “jobs to be done” insights, and updated buying triggers. - How to separate signal from noise so PMMs avoid decisions driven by anecdotes, outliers, or vanity engagement. - Frameworks for translating social signals into GTM direction, including messaging adjustments, content roadmaps, campaign angles, and sales narratives. - Real examples of PMMs using public buyer behavior to shape positioning, fix funnel friction, or identify new opportunities.

Even the best self-serve funnels can’t outperform weak insight. Behind every high-converting PLG motion is a clear understanding of who your users are, what they’re trying to accomplish, and where friction quietly kills momentum. This session breaks down the research foundations shared by the highest-performing PLG funnels — from the customer signals that shape activation paths, to the competitive intelligence that guides packaging, to the behavioral insights that reveal why users stall or disappear. You’ll learn: - The essential research inputs behind world-class PLG onboarding, activation, and expansion - How to gather high-value user insight without slowing the pace of product or growth - The types of qualitative and behavioral data that most reliably predict funnel lift - A repeatable, lightweight model for keeping your PLG motion aligned to real user needs Attendees will walk away with a clearer picture of what “good” actually looks like — and the research toolkit to start building it.