A hidden treasure trove for marketing teams is user experience research.
This function tends to sit in a product team, yet marketing teams can learn so much from partnering with a UX researcher.
They give marketers valuable insights like:
Understanding Users
Conducting interviews, surveys, and usability tests
Observing user behavior to uncover frustrations and needs
Collecting and Analyzing Data
Using qualitative (e.g., interviews) and quantitative (e.g., A/B testing) methods
Identifying trends and patterns to improve design decisions
Testing and Evaluating Designs
Running usability tests on prototypes or live products
Gathering feedback to refine features and interfaces
The marketing function that shoudl partner the closest with a UX researcher is product marketing followed by deamnd gen.