apidays Australia 2022 - Enabling Business Networks September 14 & 15, 2022 What does an API Product Manager do? Emily Canon, API Product Manager at PEXA ------------ Check out our conferences at https://www.apidays.global/ Do you want to sponsor or talk at one of our conferences? https://apidays.typeform.com/to/ILJeAaV8 Learn more on APIscene, the global media made by the community for the community: https://www.apiscene.io Explore the API ecosystem with the API Landscape: https://apilandscape.apiscene.io/ Deep dive into the API industry with our reports: https://www.apidays.global/industry-reports/ Subscribe to our global newsletter: https://apidays.typeform.com/to/i1MPEW

1. What does an API Product
Manager do?
Emily Canon

2. 2022 SERIES OF EVENTS
New York
JULY
(HYBRID)
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SEPTEMBER
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APRIL
(VIRTUAL)
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MARCH
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DECEMBER
(HYBRID)
London
OCTOBER
(HYBRID)
Hong Kong
AUGUST
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JUNE (VIRTUAL)
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MAY
(VIRTUAL)
APRIL (VIRTUAL)
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JUNE
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3. 2
Customer Centricity is a Mindset Shift
o APIs are a technology capability
o Customer needs secondary
 Treat APIs as a Product
 Customers needs at the forefront

4. 3
API Product Manager
Customer
Technology
Business
Advocate for the customer to drive API
product value, ultimately creating impact for
your business.

5. 4
Who are your API customers?
Customer
Interviews
Journey
mapping
Observations
using data
Customer Personas and/or Archetypes

6. 5
API Product Strategy:
Customer Value and Business Impact
Human engagement is critical to research process
Focus on customer needs in alignment to business goals
Craft an evidence-based strategy
Avoid common pitfall of taking an internal-out view

7. 6
For APIs to have strong
customer adoption,
APIs need to be discoverable
Provide a frictionless API
onboarding experience
the go-to-market
strategy is critical.

8. 7
Indirect Monetisation
Direct Monetisation
• Track incremental revenue from APIs
• New channel enablement
• How much revenue or business flowed through APIs
• Number of and value of partners using APIs
• Customer time savings and efficiency gains
Business Metrics for APIs

9. 8
Understand your API
customers, their drivers,
needs, and behaviours
Research and feedback is
critical to creating a high
value and impact API
product strategy
APIs need to be
discoverable. Carefully
consider your API go-to-
market strategy
Summary
Measure and track your
APIs to understand their
value and impact