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