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- Wednesday, 01 April 2026 01:24
Bonnie Tabibian
Director of Product Management, Ironscales
Who Owns the Box? How Product Packaging Shapes Customer Decisions
Product packaging is often treated as pricing or go-to-market decisions. But for customers, packaging is the product; it shapes how they understand what you offer, how they evaluate it, and whether they choose to engaged or walk away.
When packaging reflects internal structure instead of customer value, it creates hidden friction across the entire sales process
In this talk, we’ll examine how packaging shapes customer decisions, where it creates friction across the funnel, and how small decisions can impact conversion and adoption, along with how product managers can help shape these decisions based on a deep understanding of customers and the market.
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