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Mat
Silva
Head of GTM & Product Lifecycle
Banco do Brasil
EN: Mat Silva is a LinkedIn Top Voice and holds a Master's degree in Digital Marketing and Big Data with a focus on Product Marketing and Lifecycle. He is a Marketing Specialist from the University of São Paulo, has a Bachelor's degree in International Relations from the Federal University of Uberlândia with a focus on Economics, and completed a marketing exchange program at the University of Minho in Portugal. He has worked in multinational companies in Japan and Italy and is currently the Head of Product Marketing at BRQ, a Brazilian multinational technology company, a career mentor, and a professor. PT: Mat Silva é LinkedIn Top Voice e Mestre em Marketing Digital e Big Data focado em Marketing de Produto e Ciclo de Vida, Especialista em Marketing pela USP, Bacharel em Relações Internacionais pela Federal de Uberlândia focado em Economia e Sanduíche em Marketing pela UM em Portugal. Atuou em multinacionais do Japão e Itália, atualmente é Head de PMM na BRQ, multinacional brasileira de tecnologia, mentor de carreira e professor.
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12 March 2026 12:15 - 12:45
From insights to impact: Building (and evolving) your ICP through customer feedback
Your customers don’t stand still — and neither should your ICP. The most effective product marketers treat research and feedback as a continuous loop, not a one-time exercise. In this session, we’ll explore how to combine data, conversations, and real-world usage signals to define, refine, and evolve your Ideal Customer Profile — turning insight into tangible GTM results. Key Takeaways: - How to blend qualitative and quantitative research to define your ICP. - Methods for validating and evolving customer profiles post-launch. - Building feedback loops between PMM, product, and customer success. - Real examples of how insights have shaped messaging, targeting, and adoption.