Published on Aug 22, 2025
Loopio is a leading SaaS platform that helps organizations streamline and elevate their RFP response process. As a company serving mid-market to enterprise customers, Loopio’s product marketing team is at the heart of shaping go-to-market strategy, competitive positioning, and customer engagement.
When Vincent Lo joined Loopio as Senior Director of Product Marketing, the stretched team focused on the “tail end” of go-to-market—launching products, creating assets, and supporting sales enablement. While these activities were essential to the business, they left little room for the strategic, customer-centric work that defines high-impact product marketing.
Scarce and Unreliable Buyer Insights:
With no existing channel to real customer research, the team had to rely on buyer insights offered by sales or CS, which lack depth and objectivity.
Budget Constraints:
Traditional research methods were slow, expensive, and required constant budget justification—making it difficult to keep pace with evolving market needs.
Team Engagement:
Compiling and analyzing traditional research at scale (for example, extracting insights buried in Gong calls) proved to be impossible and the repetitive, tactical nature of the work risked deflating the team’s energy and disconnecting them from the core value of product marketing: being the voice of the customer.
The compounding result of these hurdles left the team feeling increasingly disconnected from their customers.
What started as a pragmatic solution for faster, more actionable research quickly revealed an unconsidered benefit: a renewed sense of engagement and purpose within the product marketing team.
“There’s a little bit of an energy uplift, right? After using it, you get a little bit more fired up about talking about what we’re seeing and learning about the buyers mindset that we don’t generally have direct access to. And being able to bring that unique point of view to the table is genuinely exciting and energizing.”
Senior Director of Product Marketing, Loopio
1. Direct Access to Buyer Insights:
With GetWhys, Loopio’s PMMs could get direct, unfiltered access to the voice of the customer—especially elusive buyer perspectives that are critical for go-to-market strategy but rarely captured in product usage data or sales feedback.
“B2B buyers and executives have more on their mind than one narrow niche. GetWhys helps us answer the “how do we stand out from the sea of B2B sameness” question.”
— Vincent Lo, Senior Director of Product Marketing, Loopio
2. Strategic Role for PMM:
GetWhys enabled the team to move beyond asset creation and truly shape strategic conversations in the business. Armed with data, evidence, and real customer stories, PMMs could now “bring a gun to a gunfight” in leadership and cross-functional meetings—driving alignment and more confident decision-making.
3. Democratized, Efficient Research:
Research that once required lengthy, expensive studies or constant budget approvals could now be done rapidly and iteratively. PMMs and other teams could self-serve insights, validate messaging, and adapt strategies for different industries and personas—without becoming full-time researchers.
4. Solution-Minded Partnership:
While research is crucial, it’s not always a PMM’s primary focus—and with so many competing priorities, traditional research methods are too resource-intensive. GetWhys enabled the Loopio team to learn as they worked, offering a faster and more effective approach to research. Vincent emphasized the value of partnering with a GetWhys team that prioritized understanding root problems before proposing solutions, fostering a collaborative and solution-oriented research process.
Improved Research Efficiency:
Loopio’s team could dig deeper into win/loss data, pricing strategies, and messaging validation—enabling faster pivots and more data-driven go-to-market moves.
Helped Drive Team Engagement:
The “energy uplift” from reconnecting with customer voices translated into higher engagement, more creative thinking, and a renewed sense of purpose for the PMM team.
Enabled PMMs To Be Seen As Value Drivers:
By democratizing access to actionable intelligence, GetWhys helped Loopio embed customer-centricity into its culture and operations—empowering PMMs to lead with confidence and impact.
For Vincent and the Loopio team, GetWhys is more than a research tool—it’s a catalyst for cultural change and strategic impact. As they continue to scale and evolve, GetWhys will remain central to their mission of keeping the customer at the heart of every decision, every message, and every market move.