MarketingOS
MarketingOS is an ABM (Accounts based marketing) platform that helps businesses target and reach potential buyers.
Role
UX/UI Director / Team Lead
Industry
ABM
Duration
2 Years
MarketingOS uses real-time website visits, account, and contact data to create target prospect lists to use in go-to-market activities and allows users to:
Create audiences based on different data points
Build campaigns through native and external social channels
Track the campaigns performance
Automating user workflows
The Problems we wanted to solve
New MarketingOS users are not fully utilizing the platform's capabilities
Customers are not spending as much on advertising compared to their initial platform purchase
Underinvesting in advertising might lead to missed opportunities to maximize their marketing efforts, reach their target audience effectively and achieve their marketing goals
Research Methodology
We conducted 19 interviews in 2023 with an internal and external MarketingOS users focusing on the onboarding experience and adoption.
The interviews were broken up into two groups:
Internal interviews, 30-45 min long, focusing on how different roles support customer onboarding and adoption
External interviews, 60 min long, with MarketingOS users who have recently purchased the platform and have gone through the onboarding process
MarketingOS uses real-time website visits, account, and contact data to create target prospect lists to use in go-to-market activities and allows users to:
Create audiences based on different data points
Build campaigns through native and external social channels
Track the campaigns performance
Automating user workflows
The Problems we wanted to solve
New MarketingOS users are not fully utilizing the platform's capabilities
Customers are not spending as much on advertising compared to their initial platform purchase
Underinvesting in advertising might lead to missed opportunities to maximize their marketing efforts, reach their target audience effectively and achieve their marketing goals
Research Methodology
We conducted 19 interviews in 2023 with an internal and external MarketingOS users focusing on the onboarding experience and adoption.
The interviews were broken up into two groups:
Internal interviews, 30-45 min long, focusing on how different roles support customer onboarding and adoption
External interviews, 60 min long, with MarketingOS users who have recently purchased the platform and have gone through the onboarding process
Users Pain Points
As we went through the user journey with our customers we found several friction points which hindered their experience and offered a real opportunity for improvement, Among our findings:
Expectation misalignment - Customers voiced that they experience a disconnect between what was sold to them vs. what they actually got.
6 out of 7 customers found the onboarding experience confusing with too many people to meet in the first 90 days (OM, LDMs, CDMs and CSM) - this led to frustrations.
6 out of 7 Customers failed to see ROI - Expressed the need for metrics on pipeline and opportunities to demonstrate value.
Recommendations
After careful data gathering and analysis, we came up with a list of recommendations or a path for happier customers, here are some of them:
Onboarding Hub/Coach - The hub will serve a centralized platform where all essential resources and materials related to onboarding can be accessed easily.
Funnel attribution to closed/won opportunities - Customers want insights on which touchpoints or actions have the most significant impact on moving the accounts towards an opportunity.
A single point of contact from the start - Provide a single consistent point of contact from the beginning to avoid initial confusion.
Users Pain Points
As we went through the user journey with our customers we found several friction points which hindered their experience and offered a real opportunity for improvement, Among our findings:
Expectation misalignment - Customers voiced that they experience a disconnect between what was sold to them vs. what they actually got.
6 out of 7 customers found the onboarding experience confusing with too many people to meet in the first 90 days (OM, LDMs, CDMs and CSM) - this led to frustrations.
6 out of 7 Customers failed to see ROI - Expressed the need for metrics on pipeline and opportunities to demonstrate value.
Recommendations
After careful data gathering and analysis, we came up with a list of recommendations or a path for happier customers, here are some of them:
Onboarding Hub/Coach - The hub will serve a centralized platform where all essential resources and materials related to onboarding can be accessed easily.
Funnel attribution to closed/won opportunities - Customers want insights on which touchpoints or actions have the most significant impact on moving the accounts towards an opportunity.
A single point of contact from the start - Provide a single consistent point of contact from the beginning to avoid initial confusion.
Conclusions and Moving Forward
Key Steps for a successful Platform Adoption:
Complete technical adoption process
Understand customer needs and expectations
Guide customers to their "Aha moment"
Educate the customer - training, guidance etc'
Show the product value and ROI
After reviewing the results with the team, our dev and pm partners, We got a green light from our stakeholders to move forward and develop a number of features and key improvements to the platform, among them :
Weekly MarketingOS Email to provide valuable information - before pulling manual reports, alert the user on any important happenings and encourage more logins.
Campaign Dashboard - Improve visibility into individual accounts and addition of filters and actions to enhance user's ability to track their campaign's ROI.
Conclusions and Moving Forward
Key Steps for a successful Platform Adoption:
Complete technical adoption process
Understand customer needs and expectations
Guide customers to their "Aha moment"
Educate the customer - training, guidance etc'
Show the product value and ROI
After reviewing the results with the team, our dev and pm partners, We got a green light from our stakeholders to move forward and develop a number of features and key improvements to the platform, among them :
Weekly MarketingOS Email to provide valuable information - before pulling manual reports, alert the user on any important happenings and encourage more logins.
Campaign Dashboard - Improve visibility into individual accounts and addition of filters and actions to enhance user's ability to track their campaign's ROI.
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