Ryan Galloway
Examples of my work in product marketing, MarCom, demand gen, and other creative pursuits.
Customer Evidence
I can talk up a product all day, but nothing beats a customer doing it for you—especially when their story feels personal. That’s why I dig for more than just metrics. I look for the moments that made a difference: the smoother process that saved someone’s sanity, the insight that led to a big win, the champion who got promoted because they bet on our product. These are the kinds of stories that resonate—not just because they prove value, but because they humanize it. When customers speak from experience, it builds connection, trust, and credibility in a way no product sheet ever could.
Step 1: The Process
The most impactful content isn't written by me, but by my customers. Employing a systematic process for cultivating customer evidence helps unearth more quantity and quality of customer stories.
FanDuel, one of our most sophisticated customers, harnessed Apptentive sentiment data to improve their marketing campaigns.
Step 2: Building a System
I forge strong relationships with Customer Success Managers and utilize product analytics to understand (a) who are our most sophisticated customers, and (b) what are the transformative results they're getting with our product.
WeatherBug used Apptentive to prioritize their product roadmap and become more responsive to customer needs.
Step 3: Customer Tracking
With a short list of target customers, I begin outreach to their Customer Success or Account Rep with the goal of scheduling an interview and signing testimonial releases.
Melissa from Hershey Company speaks about her journey in the legal operations space, and use of Legal Tracker.
Step 4: Documenting Results
A testimonial doesn't become a success story until we can attach tangible results. Every great customer story should include two (and ideally more) killer stats.
Step 5: Telling the Story
With interviews completed and results in hand, I document the success story highlighting the customer's transformative results which could only be attained using our product.
Customer evidence takes many forms. It doesn't always mean a long-form story or in-depth testimonial. Short reviews, en masse, can be just as impactful.
Customer Success
Even though I don’t carry a CS title, I’ve been a force multiplier for Customer Success teams. By partnering closely with CSMs, I’ve helped shift their focus from repetitive onboarding to more strategic, high-impact work—freeing up time through smart automation and better messaging. From onboarding flows to upsell campaigns, I’ve crafted communications that actually engage customers, drive feature adoption, and meet users where they are in their journey—based on their real behavior and product sophistication.
Setting a Strategy
One huge take-away from working in SaaS: ARR and hence retention is king. Yet many companies have no customer marketing strategy; everything is ad-hoc. Solid customer marketing starts with goal-setting in collaboration with Customer Success.
Operational emails are usually boring. But they're almost always read, so why not spice them up a bit?
With the quality of our implementation team being a competitive differentiator, I made it a point to highlight this to engaged prospects.
Establishing Customer Growth Goals
Customer marketing should be in support of established customer growth goals, but are generally focused around increasing communication cadence, customer engagement, new feature adoption, and upsell.
Upselling professional services can be a
great way to drive growth from
customer marketing.
Use customer communications to
convey important new thought
leadership content.
Highlight specific professional
services offerings that can make
your customers' life easier.
Highlight exclusive content for
customers, like this one written
by our Client Advisory Board.
Upping Our Customer Comm Sophistication
Segment customer communications by customer health scores, usage sophistication, or duration. Use sentiment or customer health scoring to determine your happiest customers, and invite (and/or incentivize) them to leave a review for your app on G2, TrustPilot, Capterra, and elsewhere.
Creative Services
It pays to have some creative chops, even if I'm not always in the editing room. Whether creating myself or using an internal/external agency, I know what it takes to make something pixel perfect, and how to expertly communicate those requirements to other creatives.
Photography - Studio & On-Location
Rendering & Animation
Video
Thomson Reuters Legal Tracker Hero Video, created in collaboration with Seven Griddle Productions.
Telling the ROI story of Legal Tracker for corporate law firms.
The chasm between a prospect downloading your whitepaper and requesting a sales demo can be large. This demo filled the gap.
GTM Launch
A release ships. A launch lands. I treat every GTM launch like the rare opportunity it is—a chance to gather our teams, rally our customers, and mark a meaningful moment in the product’s journey. It’s not just about features; it’s about creating connection and momentum. From messaging and campaign planning to execution and post-launch retros, I own the end-to-end process to make sure each launch hits harder than the last—and gives customers something worth celebrating.
Building the Plan
Starting with a plan answers a few critical GTM questions: who is the primary target customer or ICP? What strategic goals does this launch help us achieve? What customer/market problem are we solving? And how should this launch be resourced?
Assigning Owners
As a PMM, I'm point for launch. But I'm also coordinating with a cross functional team, and clarifying RACI.
Execution & Retro
With ownership established and dependencies clarified, I work back from our launch date to build our launch assets. Post-launch, I lead retro calls to measure our progress against launch goals.
Events
I see events as more than just gatherings—they’re opportunities to tell the story of the product through the people who use it. At big shows like NRF, I helped craft the messaging behind Honeywell’s multi-story booth, making complex offerings feel clear and compelling. At smaller events like the Legal Tracker Summit, I focused on spotlighting our customers—capturing testimonial videos and real-world wins that turned users into heroes.
In-Person Events
Recap of Honeywell's NRF show.
Webinars
User Conferences
The annual Tracker Summit brought together 200+ of our most passionate customers for three days of in-depth sessions.
Persona & profiling
Too often, personas are created in isolation, packed with assumptions, and left to gather dust. My approach prioritizes real voices, observed behavior, and continuous input from customer-facing teams. I believe the most effective personas are accessible, memorable, and actually used—so I distill them into concise, actionable formats that can guide messaging, sales strategy, and product decisions alike. It's not just about who the customer is, but how the entire organization can connect with them more meaningfully and effectively.
Product collateral
I see product collateral as the spark that moves buyers off the fence. At the bottom of the funnel, it’s not about listing features — it’s about making the value too compelling to ignore. My goal is to turn interest into action and make the status quo feel like the riskier option.
The annual Tracker Summit brought together 200+ of our most passionate customers for three days of in-depth sessions.
Professional Services Upsell
Product Info Sheets
Showcasing predominantly product-focused, bottom-of-funnel content.
Thought Leadership
Impactful thought leadership doesn’t just share ideas — it helps shape the conversation buyers are already having in their heads. That means tapping into emerging trends, not as bandwagons, but as strategic context that makes my product feel timely and essential. I aim to create content that offers clarity, delivers exclusive and valuable insight, and invites action.
Research Reports
Customers and prospects are united in a common desire: to understand how their peers/competitors are performing. Research reports that utilize first-party product data to reveal exclusive insights are among the most powerful demand gen and thought leadership tools in a marketer's arsenal.
White Papers & Guides
Reach Out
I’m always up for a conversation—whether you're looking for someone to join your team, collaborate on a project, or just swap ideas. If something here caught your eye, drop me a line.
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