How to incorporate the voice of the customer into your Product Marketing strategy Kristina Volovich Product Marketing Manager, Amazon

Marketers Developers All customers

Interviews Surveys Market Research Customer Feedback Sessions Focus Groups User Groups Customer Communities Feature Request Forms Forums

The challenge is using customer insights effectively

As product marketers, we’re uniquely positioned to solve that challenge

Listening to the Customer How customer insights can become actionable at every stage of your product marketing strategy

The Product and Feature Development Process

Start listening to customers early on, before the product is built • Get involved in the product development process as early as possible • By the time the product roadmap is set, it’s usually too late to make an impact • Partner with PMs to put the customer first during idea validation, testing, planning

Product and Feature Go-to-Markets

Develop GTM plans that are customer centric

Product and Feature Launches

Set your customer up for success from Day 1 • Predict how each launch will impact customers • Prepare your existing customers for launch • Set your internal teams up for success • Measure the impact on the

Sales and Customer Success Feedback Loop

No content

Don’t ask for feedback, just to ask • If you’re not actually open to feedback, don’t ask for it • Create a process with sales, customer success, and product that closes the loop with customers • Let customers know when their feedback is addressed • Work in lock step with sales and product to prioritize

Continuously Prioritizing the Customer

Empower your company to put the customer first • Get buy in and alignment from Product, UX Marketing, Sales, Customer Service • Measure the impact customers have on revenue • Establish processes that are scalable, and iterate when they aren’t working • When making decisions, consider customers and their needs

Thank you!