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Advocating for the customer
Bringing soft skills into
software development
About me
• Senior Product Marketing
Manager
• intersection of Product, Sales,
and Marketing
• 20 years in IT
• taking unique technical
differentiators and "translating"
them into sales and marketing
materials that resonate with the
customers.
About you
• Where are you joining us from
• Your current role/ Your ideal role
• Your current project / Your ideal project
Why a need
for customer
voice in the
product
Who can advocate for the
customer?
Foster
conversations
• Go online
• Build/share your knowledge
• Pro-actively step in
• Official advocacy program
Personalize
your
message
• Customers aren’t account numbers or
segments of an email list
• Hear them out
• Internalize their message
• Translate their message into actionable
items for your team/company
Give them something
to believe in
• Don’t just tell customers what a
product can do
• Show them the full effects of how
they can benefit from what you
offer
• Sell a desirable vision of
possibilities
• Bring their input into the product
The how
• Quantity/Quality
• CSAT/NPS survey
• Forums
• Comments
• Usability tests
• CAB/PAC
• Exploratory customer interviews
• On site activity / Analytics
Discussion

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Advocating for the customer. Bringing soft skills into software development

  • 1. Advocating for the customer Bringing soft skills into software development
  • 2. About me • Senior Product Marketing Manager • intersection of Product, Sales, and Marketing • 20 years in IT • taking unique technical differentiators and "translating" them into sales and marketing materials that resonate with the customers.
  • 3. About you • Where are you joining us from • Your current role/ Your ideal role • Your current project / Your ideal project
  • 4. Why a need for customer voice in the product
  • 5. Who can advocate for the customer?
  • 6. Foster conversations • Go online • Build/share your knowledge • Pro-actively step in • Official advocacy program
  • 7. Personalize your message • Customers aren’t account numbers or segments of an email list • Hear them out • Internalize their message • Translate their message into actionable items for your team/company
  • 8. Give them something to believe in • Don’t just tell customers what a product can do • Show them the full effects of how they can benefit from what you offer • Sell a desirable vision of possibilities • Bring their input into the product
  • 9. The how • Quantity/Quality • CSAT/NPS survey • Forums • Comments • Usability tests • CAB/PAC • Exploratory customer interviews • On site activity / Analytics