customer story workflow + site ux refresh

marketing, web ux + CRO

customer story workflow + site UX refresh

challenge

ReviewTrackers revenue generating teams (sales, customer success + marketing) relied on customer stories/case studies to help communicate our product as a solution to buyers’ pain points. The process of producing these stories, however, was time-consuming, frustrating, and often led to lengthy phone interviews and back-and-forth that ultimately didn’t line up with the story the data was telling from the platform, which then couldn’t be used for credibility. Additionally, they were PDFs - which cannot be crawled and lend no SEO value, despite often being a heavy resource lift.

solution

Workflow overhaul: I recognized the product-usage data was the most compelling aspect of the case study and would build the most trust/credibility with our audience; I knew we needed to reverse-engineer the process – and I also knew we needed to cut down on production time and boost volume of stories for marketing campaigns. I worked with customer success to build trust and built business cases to persuade leadership to let me sit in on the calls and connect with customers. I interviewed stakeholders to figure out where the process was getting hung up or breaking down. I listened to customer calls and interviews, and dug into Gong data.

SEO Value-Driving, Web-First Content Digitization + UX Update: I built a case for the digital prioritization of case studies to be web-first (with PDFs where needed) and worked with design, dev and many other stakeholders to build case studies with a web experience in mind, allowing the content to also be crawled and lend vital SEO value to the website. I also leveraged web + ux data for engagement insights and worked with stakeholders to understand content engagement and element prioritization (i.e. what elements of case studies truly matter - usually it's statistics (which can also be shared in campaigns and across brand channels) and testimonial quotes) to help overhaul the website presence of the stories.

Content Utilization Improvement Program: Finally, I engaged in and leveraged feedback loops such as collaborating with sales and CS to understand story usage, buying trigger points and other value they could provide. I also worked with marketing and rev ops to integrate case studies into sales cycles and Salesforce data to help build out pipeline and revenue attribution data.

result

Through these efforts I was able to realize a 50% decrease in customer story turnaround time resulting in larger volume of content produced, as well move product-led data front and center for increased trust, credibility and efficacy of campaigns.

The web-first digitization of the customer stories as well as the website UX overhaul launch led to increased engagement, lead gen and value of the customer stories not only on the website, but also within the entire buying journey.

before

(click here for before)

after

(click here for after the web replatform + overhaul project launch)

I added testimonials from our reworked case study workflow and ux overhaul into other strategic and high-profile areas of the website such as the home page for positive social proof near important CTAs in order to increase engagement and conversions.

I also led the team in integrating specific product offerings leveraged by each customer (surfaced through my process of reverse-engineering the data to identify data-supported wins instead of anecdotes, via customer interviews/relationship building and through close collaboration with product marketing ) in order to build trust, social proof, engagement and interest both online and off.

Talk tracks for each customer success story were not only integrated into product marketing, demand gen and other organic campaigns (the two latter of which I oversaw) but they were also integrated with customer success and sales workflows to help correlate products for more effective sales and customer lifecycle practices. I also ensured the success stories – which I mapped through top of funnel content (embedding in blogs, sharing on social, etc.) all the way through middle and bottom funnel campaigns ultimately drove traffic to high-converting, bottom-funnel product pages to enhance the buyer journey from a starting point of success – effectively flipping the previous strategy 180 degrees into a much more successful outside-in model I built.

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