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

apidays Australia 2022 - Enabling Business Networks
September 14 & 15, 2022

What does an API Product Manager do?
Emily Canon, API Product Manager at PEXA
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Transcript

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