Product marketers are sitting on an untapped goldmine, executive customers who have the insight, influence, and foresight to shape smarter positioning, messaging, and go-to-market strategy. Yet too often, engagement is limited to surveys and feedback tools, missing the opportunity to co-create narratives, validate assumptions, and drive strategic alignment. In this session, Bonnie Smith will share a proven framework for integrating Customer Advisory Boards (CABs) into the product marketing lifecycle. You’ll learn how companies are using executive-level engagement to strengthen market fit, clarify messaging, and drive product adoption. Attendees will walk away with practical steps to: - Identify and engage executive customers as strategic thought partners - Avoid common missteps that dilute or stall advisory board efforts - Use executive engagement to inform go-to-market strategy and build lasting competitive advantage Whether you’re launching your first CAB or trying to extract more value from an existing one, this session will help you transform executive customer insight into product marketing impact.