How to incorporate the voice of the customer into your product marketing strategy

Kristina Volovich

Transcript

1. How to incorporate the voice of the customer into your Product Marketing strategy Kristina Volovich Product Marketing Manager, Amazon
2. Marketers Developers All customers
3. Interviews Surveys Market Research Customer Feedback Sessions Focus Groups User Groups Customer Communities Feature Request Forms Forums
4. The challenge is using customer insights effectively
5. As product marketers, we’re uniquely positioned to solve that challenge
6. Listening to the Customer How customer insights can become actionable at every stage of your product marketing strategy
7. The Product and Feature Development Process
8. 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
9. Product and Feature Go-to-Markets
10. Develop GTM plans that are customer centric
11. Product and Feature Launches
12. 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
13. Sales and Customer Success Feedback Loop
15. 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
16. Continuously Prioritizing the Customer
17. 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
18. Thank you!