Beta tests often spark a tug-of-war: product managers want bug fixes and usability data, while marketers need customer quotes that make launches resonate. Too often, marketing gets left out, and social proof doesn’t show up until long after launch. The “fly on the wall” method solves this problem by giving marketers access to powerful use cases in the customer’s language during beta without disrupting the test. The result is stronger positioning from day one.
Why Social Proof in Beta Gets Overlooked
If you’ve ever sat in on a beta test, you know how different priorities can show up. For product managers, beta is about ensuring the product works, catching usability issues, and validating real-world workflows. That’s their job, and it’s an important one.
On the marketing side, the goal is totally different. We’re looking for proof points. We want quotes and stories that validate the product’s value in the customer’s own words. That’s what makes messaging feel real, instead of generic.
The challenge is that both sides feel protective of their process. PMs don’t want distractions introduced into their carefully structured testing environment. Marketers don’t want to wait until months after launch to start building proof. When those perspectives clash, it’s easy to default to the safer option and keep marketing out of the beta room. But in doing so, companies miss a chance to capture the actual voice of the customer which could drive stronger positioning from day one.
How the Fly on the Wall Method Works
When I first started pushing for marketing to be included in beta, I knew the last thing I wanted was to disrupt the process. Product managers need those calls to stay focused on usability and bug fixes. If marketing comes in and suddenly starts steering the conversation, it creates friction. That’s where the “fly on the wall” approach came from.
Instead of jumping in with my own questions, I’d join beta calls quietly, with the customer’s awareness and the PM’s lead. I listened, I took notes, and I stayed out of the way. My role was simply to observe how testers talked about their challenges, what they expected from the product, and the value they hoped to see.
This worked because nothing about the PM’s process had to change. They ran the session exactly how they wanted. Customers still got the same experience. And marketing gained a window into authentic language that we could never replicate through surveys or polished testimonial requests.
The next step was figuring out how to transform those raw insights into assets that would resonate beyond internal teams.
Turning Tester Conversations Into Social Proof Quotes
Listening in is only half the job. The real value comes when you take what testers say and turn it into something usable. After each call, I’d pull out the key statements testers made about the value they expected or the problem they hoped this feature would solve. Instead of asking them to repeat it in a polished way, I’d summarize it in their own language and share it back with them: “This is what I heard you say during the session. Does this sound right?”
Nine times out of ten, testers agreed immediately. Sometimes they’d even tweak a word or two to make it stronger. The important part is that it didn’t require an extra meeting or a formal testimonial request. It was simply validating what they had already shared.
That simple step created ready-to-use quotes that felt authentic because they were authentic. They came straight from unscripted conversations. And by looping testers into the process, they felt even more invested in the launch.
The Ripple Effects of Capturing Beta Social Proof
What surprised me most about this approach were the side benefits. At first, product managers were hesitant to let marketing into their beta space. But once they saw that I wasn’t interrupting or changing their process, trust started to grow. They realized I was there to amplify their work, not derail it.
Testers noticed it too. When their comments showed up in launch content, they felt heard and valued. It wasn’t just another survey disappearing into a black hole. Their feedback became part of the story, and that sense of contribution made them more engaged throughout the beta.
And when launch day came, the difference was clear. Instead of generic benefit statements, we had customer language that spoke directly to real pain points. That authenticity resonated more than any carefully crafted message could. It gave us a stronger story, and it gave the PM team confidence that their product was being represented accurately. Everyone won, and the launch was better equipped from day one.
A Simple Process for Gathering Social Proof in Beta
The biggest takeaway for me is that product marketing and product management don’t need to compete during beta. When you keep the process light, everyone benefits. PMs protect their focus, testers feel heard, and marketing gets authentic proof that fuels a stronger launch.
Here’s the simple process I follow:
- Join beta calls as a quiet observer, with everyone’s awareness.
- Listen for the value statements testers share.
- Summarize those points in their own words.
- Share the summary back for quick approval.
It’s quick, builds trust, and turns everyday beta conversations into marketing gold. It also shows that product management and product marketing can work together to give launches a stronger story.
For more on how product marketing can make the most of beta, listen to my episode of the Launch With Confidence podcast, where I share real examples of how this approach has shaped launches. Hit the button below!
About Our Guest Author
Natalie Mackay is a senior SaaS product marketer with seven years of experience leading GTM strategies and launches, messaging & positioning, and sales enablement for B2B companies in telecommunications, construction management software, and contact center software.
