Using customer use cases to align GTM and drive growth

Pairing the right message with the right audience (ICP) can make all the difference. However, an often missing piece (or one that can always be stronger) is the use cases we promote to our customers. In this interactive session, we will dive into the methodology of creating a compelling use case, including:

• Understanding your customer’s business processes using the “Jobs to Be Done” framework
• Creating effective use case messaging through primary customer research
• Mapping use cases to tangible business outcomes and ROI
• Using use cases to drive demand generation and align our GTM to drive growth

Tara Panu, Head of Enterprise Marketing, RapidSOS, Jackie Palmer, VP of Product Marketing, Pendo, and Lauren Vaccarello, Executive-in-Residence at Scale Venture Partners led the council.