By Yuliia Shvetsova · Fractional CMO & GTM Strategist

Customer interviews are the fastest way to stop guessing. One honest 30-minute conversation will tell you more about your buyers than weeks of analytics. This guide covers how to invite, run, and record interviews — and what to do when your contact isn't available for a call.

When and why to run customer interviews

Recommendations

Invitation messages

Questions to ask

Full extended version (with follow-up probes)

When the contact isn't available — run a survey instead

I'm Yuliia Shvetsova — Fractional CMO and GTM strategist. If you're running customer research and want a second opinion on what you're hearing, let's talk.

👋 Who’s behind this?

Hi, I’m Yuliia! Your Fractional CMO & GTM Strategist

8+ years in B2B marketing. Last 3 — focused on GTM strategy and working as a fractional CMO.

I help founders figure out positioning, ICP, and messaging — especially when:

the product is hard to explain
the market shifted and the old narrative stopped working
you’re selling to one audience, but a different one is actually buying

Mentor at Techstars and Unicorn Factory Lisboa.

<aside> 🏷️

Your “channel problem” might be a symptom

If you feel like you’re doing everything right and still getting nowhere, you might actually want to brind a second pair of eyes to see what’s up.

Book a call 👉

Or follow me if you want more frameworks like this.

Connect with me:

https://calendly.com/yuliia-shvetsova/fractional-cmo-1-1

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