Customers As Product Marketers

Published on November 5, 2023 by David Zhang

Customers As Product Marketers

With the world shifting to a digital-first model since the pandemic, companies are more focused on leveraging the power of their customer base. Customers today are no longer mere recipients of a company’s marketing efforts but an essential part of them. They wield immense influence over their peers and networks, turning into crucial product marketers themselves.

Understanding how to elevate customers into product marketers is both an art and science, demanding an intimate understanding of buyer psychology, relationship building and creative marketing. In this article, we'll explore why customers are becoming key product marketers, how businesses can leverage this trend, and which companies are doing it right.

Why Customers as Product Marketers?

Customers bring authenticity and credibility to the table, which are increasingly valued in the current information-glutted landscape. People are more likely to believe and trust the word of their peers, friends, or industry peers over a company’s claims. According to Nielsen, 92% of people trust recommendations from people they know, over any other type of advertising.

Moreover, customers' perspectives offer real-world insights and experiences that resonate with prospects on a deeper level. They can highlight your product’s standout features and tangible benefits, in a context that potential customers identify with.

Finally, when customers become advocates, they develop a sense of belonging and loyalty, leading to deeper customer engagement and higher retention rates.

Turn Customers into Product Marketers: The How

Transforming your customer base into product marketers is an ongoing process. It involves strategic planning, time, resources, and a company-wide perspective. Here are some best practices:

  1. Offer Exceptional Customer Experiences: It all starts with delivering a product and service that incites enthusiasm in your customers. Invest in providing top-notch customer support, maintaining high product quality, and understanding and meeting customer needs.

  2. Encourage User-generated Content (UGC): UGC includes everything from customer testimonials, social media posts, or unboxing videos. These authentic pieces of content can be used for marketing campaigns, website content, or social proof on product pages.

  3. Implement a Referral Program: Referral programs incentivize customers to spread the word about your business. Not only does it stimulate word-of-mouth marketing, but it also motivates repeat purchases and brand loyalty.

  4. Empower Customers with the Right Tools: Customers who feel equipped to share your brand’s story will be more likely to do so. This could include sharing bite-sized pieces of relevant content, reference materials, or even conversation guides.

  5. Build a Customer Advocacy or Ambassador Program: This involves identifying influential customers and nurturing them to become brand ambassadors. Reward them for their advocacy with exclusive perks, access, and discounts.

Companies Doing it Right

Several companies are successfully leveraging their customer base as product marketers.


Apple’s enthusiastic customers are some of their best marketers. They create unboxing videos, write reviews, and actively discuss product features on various online platforms. These discussions become sources of information for potential buyers.

Warby Parker:

Eyewear company Warby Parker has a 'Home Try-On campaign' where customers can select five frames to be shipped to their homes for free. Customers are then encouraged to share their trial photos on social media, asking for opinions from friends, thus generating a buzz about the product.

Ready to Boost Your Marketing with Customers?

Turning your customers into product marketers is a powerful way to amplify your marketing efforts and drive growth. From creating authentic content to securing high-quality referrals, customer marketing can be a game-changer for your business.

However, to do so effectively, companies need to understand their customers deeply - their needs, pain points, experiences with the product, and potential areas of advocacy. This is where Aomni steps in with its advanced AI that offers real-time account research, customer insights, and much more. With Aomni, get the tools you need to understand and leverage your customer base, and transform them into powerful product marketers.

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