Using Product Marketing to Bridge Customer Experience, Product, and Marketing

A product marketing leader’s role is very unique and it often includes them acting as a bridge between product, marketing, and customer experience. One major product marketing role is to use customer experience data and get it translated to the product and later to marketing for a proper alignment. Product marketers, especially for complex technology companies, also have the task of translating complex product language into simple language customers can understand. But, how do they do it?

João Almeida, Head of Product Marketing at Codavel, joins us to talk about product marketing challenges, departmental alignment, and translating product language into something customers understand. Codavel helps mobile app developers provide a reliable content experience on every device even in places with an unstable network. João started as the Head of Customer Experience for Codavel but later transitioned into the Head of Product Marketing because of how customer experience influences product roadmap and marketing positioning for the company.

Key Discussions:

• Product, Marketing, and Customer Experience alignment.
• Translating product language into customer-centric language.
• Product marketing challenges.
• Product positioning in a market dominated by big players.