Product Marketing Manager

Job Description

The IT Solutions Group (ITSG) is at the heart of GoTo's mission to make IT easy, anywhere. As Product Marketing Manager, Customer Advocacy, you'll build and run the programs that turn GoTo's most passionate IT customers into powerful voices for our brand. You'll own the full lifecycle of customer advocacy - from identifying and recruiting advocates, to producing stories that resonate across sales, marketing, and product channels.

This is a high-impact individual contributor role for a product marketer who knows how to build lasting customer relationships, translate real-world IT challenges into compelling narratives, and deliver evidence that moves deals forward. You'll be embedded in the ITSG Product Marketing team, working closely with Product, Customer Success and Sales teams to amplify the voice of the IT practitioner across the IT portfolio.

Responsibities:

• Identify, recruit, and nurture a pipeline of IT customer advocates across GoTo's IT portfolio, segmenting by use case, company size, and industry vertical.

• Develop and maintain a structured advocacy program - including a reference library and recognition and incentive mechanisms that keep customers engaged.

• Manage a healthy pipeline of customer references for sales, press, and events.
• Lead end-to-end production of case studies, video testimonials, customer quotes, and peer reviews (G2, Gartner Peer Insights, TrustRadius etc) that reflect the real outcomes.

• Partner with creative teams to develop assets across formats - written, video, and social - that make customers the hero of the story.

• Ensure customer evidence is accessible, current, and mapped to the buyer journey and key sales stages.
• Partner with Product to recruit advocates for beta programs and research, feeding the voice of the IT practitioner directly into the roadmap.

• Collaborate with Integrated Marketing activate customer stories across campaigns.
• Manage company presence on Reddit in key industry subreddit groups, working with an internal team to build positive sentiment for Rescue and Resolve
• Define and track KPIs across the advocacy program - including advocate participation rates, asset utilization, reference request fulfillment, and pipeline influence.

• Report regularly on program health and the contribution of customer evidence to deal velocity and revenue.

• Continuously refine the program based on data, advocate feedback, and cross-functional input.
• Track AI search citations of 3rd party review sites and manage focus appropriately
• Work with corporate marketing to create customer-focused organic social calendar for IT.

What we're looking for:

• 3 years of experience in product marketing, customer marketing, or customer advocacy - preferably in a B2B SaaS environment.
• Demonstrated ability to build or meaningfully scale a customer advocacy or reference program, including case studies, testimonials, and review generation.

• Strong storytelling instincts - you know how to find the most compelling angle in a customer story and shape it for multiple audiences and formats.

• Experience working cross-functionally with Sales, Customer Success, and Product teams to source advocates and activate customer evidence in go-to-market motions.

• Familiarity with IT personas - MSPs, IT admins, help desk managers, and IT directors - and an understanding of the challenges they face in remote support, endpoint management, or IT service management is a strong plus.

• Comfort with Salesforce and experience with review platforms (G2, Gartner, TrustRadius) is a bonus.

• Exceptional interpersonal and communication skills - you build trust with customers quickly and represent their voice credibly internally.
• A bias toward action and ownership: you can manage multiple programs simultaneously, prioritize effectively, and deliver without waiting to be told what to do.