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What does an API Product
Manager do?
Emily Canon
2022 SERIES OF EVENTS
New York
JULY
(HYBRID)
Australia
SEPTEMBER
(HYBRID)
Singapore
APRIL
(VIRTUAL)
Helsinki & North
MARCH
(VIRTUAL)
Paris
DECEMBER
(HYBRID)
London
OCTOBER
(HYBRID)
Hong Kong
AUGUST
(VIRTUAL)
JUNE (VIRTUAL)
India
MAY
(VIRTUAL)
APRIL (VIRTUAL)
Dubai & Middle East
JUNE
(VIRTUAL)
Check out our API Conferences
www.a pida ys .globa l
Want to talk at one of our conferences?
apidays.typeform.com/to/ILJeAaV8
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
3
API Product Manager
Customer
Technology
Business
Advocate for the customer to drive API
product value, ultimately creating impact for
your business.
4
Who are your API customers?
Customer
Interviews
Journey
mapping
Observations
using data
Customer Personas and/or Archetypes
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
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.
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
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

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apidays Australia 2022 - What does an API Product Manager do?, Emily Canon, PEXA

  • 1. What does an API Product Manager do? Emily Canon
  • 2. 2022 SERIES OF EVENTS New York JULY (HYBRID) Australia SEPTEMBER (HYBRID) Singapore APRIL (VIRTUAL) Helsinki & North MARCH (VIRTUAL) Paris DECEMBER (HYBRID) London OCTOBER (HYBRID) Hong Kong AUGUST (VIRTUAL) JUNE (VIRTUAL) India MAY (VIRTUAL) APRIL (VIRTUAL) Dubai & Middle East JUNE (VIRTUAL) Check out our API Conferences www.a pida ys .globa l Want to talk at one of our conferences? apidays.typeform.com/to/ILJeAaV8
  • 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