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
   

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2. Marketers Developers All customers
   

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

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4. The challenge is using customer
   insights effectively
   

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

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

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7. The Product and Feature Development
   Process
   

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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
   

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9. Product and Feature Go-to-Markets
   

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10. Develop GTM plans that are customer centric
    

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11. Product and Feature Launches
    

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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
    

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13. Sales and Customer Success Feedback Loop
    

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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
    

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16. Continuously Prioritizing the Customer
    

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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
    

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18. Thank you!
    

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