This article is taken from a presentation at the Product Marketing Summit: Las Vegas. Catch up on all presentations using our OnDemand service.
NB: At the time of this presentation, Ruchita Shah was a Product Marketing Manager at Kantata. She's now the Senior Product Marketing Manager, CIAMSenior at Okta.
Hi, I'm Ruchita Shah. Let me tell you a little about Kantata. We were formed by the merger of two industry PSA solutions, Kimble and Mavenlink, creating a gigantic PSA brand.
Professional services firms have been underserved by the technology industry. By that, I mean that professional services firms are subjected to customized versions of solutions that weren’t built for them, like ERP and CRM.
What Kantata does is provide a unique solution to those problems. We couldn't have achieved that without our great product marketing team. We’re small yet super impactful.
Today, I’d like to share some of my experience and findings on user journeys. I’ll show you how I improved the user journey, and I’ll explain some of the creative techniques I’ve used over the past four years to address users’ pain points.
I'll be breaking this article into four sections:
- Closed won deals: Reality vs. aspiration
- Sales calls
- SPIL maps
- CBI reports
Closed won deals: Reality vs. aspiration
Do you know how many deals fall apart, on average, in the B2B tech space? Go on. Have a guess.
It's about 65%. As product marketers, we’re losing a huge chunk of our TAM. We need to understand what's happening, where the pipeline is dropping, and how the stages are progressing in our sales. You might be thinking, “That's not my job. It's its sales enablement or someone from sales leadership who has to figure that out.” But as product marketers, we can help them.
So how can we close the gap between reality and aspiration when it comes to closing deals? How can we build brand loyalty and customer loyalty?
I’d like to talk you through three unique methods I developed with my product marketing team. These methods transformed our conversion rates. Sure, it doesn't happen overnight. It takes some time, but hang in there. It's all about product marketing and trusting the process.
