Pitch Strategy
April - May 2022
Objective
Pitching, the idea of sharing content to customers externally fuels our analytics engine and provides insights that help sellers and marketers understand what content resonates with customers. From past studies, we’ve learned that Pitch Adoption is a driver of customer satisfaction, but a low percentage of our customers were pitching. How might we improve pitch adoption to help customers unlock deeper insights and retain them as customers?
My Approach & Methodologies
To approach this, I used a variety of methodologies across the product lifecycle:
Interviewing Existing Customers - Understanding how customers were currently using our pitch feature and for those whom are lower adopters, why they weren’t using pitching.
Surveys - Understand value drivers of pitch and other tools people were utilizing to currently share content.
Usability Testing - Understand our current usability benchmark and test against new approaches.
Insights
Customer Interviews
Insight: There was high barrier to entry for using Pitch in comparison to other modes of sharing content due to the long number of steps users need to take. In addition, the term Pitch did not resonate with users, especially those in other regions which caused discoverability issues.
Surveys
Synthesis & Insight: We uncovered that the value driver of using Pitch is getting to view analytics about how customers interact with the content. This was data they couldn’t gather elsewhere.
Usability Testing
Insight: This aligned with the insight we learned from customer interviews where people struggled with completing the pitch flow, with only a 27% completion rate.
Strategy
With the following insights gathered from the research, I developed a strategy doc that was shared with leadership. The strategy focused on prioritized steps to take that will lead to increased adoption and responsibilities that each cross-functional team can help address.
Friction - Create a seamless experience to find and utilize Pitch
Value - Addressing friction will unlock users to discover the value of Pitch (analytics) and continue to invest in analytics improvements
Awareness - Continue to drive awareness through trainings and in-app tours
With the strategy in place, one of the first things we worked on was to increase discoverability. I partnered closely with our design team and product marketing team to test new terminologies + iconography approached that would resonate more with users. We ultimately landed on an approach that brought our usability score from 27% completion up to 100%.
We also addressed friction by redesigning our pitch workflow to reduce the steps a user would need to take to send content to customers.
To address value, we redesigned our Pitch Analytics page that provided aggregated metrics + drill-down views to improve information access.
For awareness, I partnered closely with our services team to develop trainings and in-app product tours.
Impact
10% increase in Pitch adoption
Continuous investment into improving pitch and launching Digital Sales Rooms (link to press article)