Find the words customers actually use
Validate messaging against real feedback and pull proof points for your next case study.
Your words vs. their words
Marketing teams spend weeks crafting messaging — positioning statements, taglines, value propositions. But when customers describe your product to a friend, they use completely different words. The gap between your language and theirs is where messaging fails to resonate.
Bridging that gap requires hearing how customers actually talk about their problems, your product, and the alternatives. Not in a focus group — in real conversations where they're not performing for an audience.
"We kept saying 'streamline workflows.' Our customers said 'stop the back-and-forth.' Same idea, totally different resonance. Propane showed us the gap." — Content Director, workflow software
How Propane surfaces customer language
Propane analyzes thousands of customer conversations — support tickets, sales calls, NPS responses, reviews — and identifies the recurring phrases, pain points, and descriptions customers use. You see the exact language that resonates with real users.
Pain point vocabulary
Customers describe their problems in specific, concrete terms. "I can't get my team to use the reports" is more actionable than "we need better analytics." Propane surfaces these concrete descriptions so your messaging mirrors reality.
Value articulation
When customers explain why they chose your product, they highlight the benefits that matter most to them — often different from what your positioning emphasizes. Propane captures these moments so you can amplify what actually resonates.
From customer language to marketing copy
The best marketing copy sounds like it was written by your customer. Propane provides the raw material — real quotes, common phrases, recurring themes — that make your copy authentic and compelling.
Proof point mining
Case studies and testimonials require specific quotes and data points. Propane surfaces the best customer quotes automatically, tagged by topic and sentiment, so you can build proof points without chasing down CSMs.
Who uses this
Product marketers crafting positioning and messaging. Content writers seeking authentic customer language. Sales enablement teams building proof-point libraries.
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Propane is the customer intelligence platform for product teams. Connect your CRM, support tools, and product analytics to get AI-powered insights from every customer conversation.
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