1. Advocating for the customer
Bringing soft skills into
software development

2. About me
• Senior Product Marketing
Manager
• intersection of Product, Sales,
and Marketing
• 20 years in IT
• taking unique technical
differentiators and "translating"
them into sales and marketing
materials that resonate with the
customers.

3. About you
• Where are you joining us from
• Your current role/ Your ideal role
• Your current project / Your ideal project

4. Why a need
for customer
voice in the
product

5. Who can advocate for the
customer?

6. Foster
conversations
• Go online
• Build/share your knowledge
• Pro-actively step in
• Official advocacy program

7. Personalize
your
message
• Customers aren’t account numbers or
segments of an email list
• Hear them out
• Internalize their message
• Translate their message into actionable
items for your team/company

8. Give them something
to believe in
• Don’t just tell customers what a
product can do
• Show them the full effects of how
they can benefit from what you
offer
• Sell a desirable vision of
possibilities
• Bring their input into the product

9. The how
• Quantity/Quality
• CSAT/NPS survey
• Forums
• Comments
• Usability tests
• CAB/PAC
• Exploratory customer interviews
• On site activity / Analytics

10. Discussion