Starting at Zero: Introducing a New Technical Audience to Your Company by Crafting Stellar User Profiles

A talk by Jess Petrella
Group Product Marketing Manager, Unbounce

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About this talk

Crafting and leveraging user profiles to align stakeholders, support product roadmap, and introduce a new technical audience to your company for the first time. The talk will touch on: identifying early user categories, performing user research (even without having users yet), building customer stories, educating and aligning your teams, and how to evolve customer profiles alongside your product. From a PMM's perspective.

My goal here is to share personal experiences, along with tangible takeaways (frameworks, processes, etc.) that will help people build out user profiles that can support their work, product goals, and business strategy. My hope is that it will give PMMs, researchers, marketers, product folks etc. the confidence to embark on the big task of bringing technical products into the fold of a non-technical product (but not limited to this use case, of course)

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