Driving customer satisfaction through Product Marketing

At Linx Digital, the support team handled a high volume of questions about how to use our products. This overwhelmed support and left customers struggling to use the available features independently.

Many features also lacked clear educational content. At the same time, Sales and Customer Success needed better materials to communicate product value to customers and prospects.

I led the product content strategy to help customers use features more independently, reduce the burden on support, and equip customer-facing teams with clearer, more effective materials.

• →Feature Lab: Launched an educational hub with how-to guides and feature updates.
• →Content prioritization: Mapped the feature catalog and worked with cross-functional teams to prioritize content, focusing on features with limited documentation, high support demand, or frequent dashboard usage.
• →Lifecycle communications: Developed the editorial strategy and communication flows, while redesigning newsletters to improve consistency and scalability.
• →Ongoing product education: Maintained release updates, tutorials, service announcements, and help center content.
• →Sales enablement: Developed sales presentations, pitches, and customer success stories for Sales and Customer Success teams.
• →Sales training: Trained the Sales team on product positioning, storytelling, and how to deliver the new presentations.

Prioritizing content around customers' most common questions helped reduce support demand, while Product Marketing initiatives contributed to improving customer satisfaction.

• →100% of eligible features mapped and documented.
• →−13% in product-related support tickets during the quarter.
• →+24% relative improvement in company-wide NPS, reflecting a broader set of Product Marketing initiatives.
• →+27% and +76% relative improvements in product NPS, respectively, across two flagship products.
• →Closer customer relationships and product usage outcomes were among the main factors customers highlighted in the company's NPS survey, both central themes of the communication initiatives carried out during the quarter.