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Pamella
Barotti
Head of Customer Advocacy Marketing and Storytelling
Microsoft
Pamella Barotti is a highly energetic, creative, and strategic global marketing, communications, and advocacy leader with nearly two decades of experience spanning startups, mid-sized companies, and global powerhouses including Microsoft, Amazon Web Services, Mastercard, Oracle, and S&P Dow Jones. She has successfully led teams and stakeholders to develop and execute multi-channel strategies across local and international markets—driving increased brand awareness, enhancing customer and partner experiences, and supporting multi-billion-dollar revenue goals. Pamella served as a Board Member of the Chartered Institute of Marketing, the world’s leading professional marketing body, for four years and has been a Guest Lecturer at the University of London’s Master’s program for the past six years.
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16 April 2025 09:00 - 09:30
Customer stories that sell: Using advocacy to power positioning and drive growth
For product marketers, the most credible voice isn’t always your own—it’s your customer’s. When done right, advocacy becomes more than a nice-to-have: it’s a strategic lever for sharper positioning, stronger messaging, and faster deal cycles. In this keynote, Pamella Barotti, Head of Customer Advocacy Marketing and Storytelling at Microsoft, shares how PMMs can tap into the power of customer voices to fuel go-to-market success. From choosing the right advocates to shaping stories that align with business goals, she’ll unpack how to: - Turn customer proof into differentiated positioning - Use storytelling to influence buyers and build trust - Align advocacy efforts with GTM strategy and product narratives - Avoid common pitfalls and missed opportunities in customer storytelling Whether you're building your first advocacy program or looking to scale your impact, this session will offer a product marketer’s guide to making customer stories your secret weapon.