Bye bye, middleman
Growing your list of followers is like growing your business: you need to find processes and tools to make building your audience easy. With Pendo, you can unlock creative—and scalable—ways to stay in touch with the people who can move the needle the most.
In the early days, CreatorIQ leveraged traditional marketing channels like email to reach their core audience—and one-on-one meetings between customers and their success teams to gauge interest in new products and features. But as the company grew and prepared to launch a new paid media offering, the CreatorIQ team knew it was time to try something different. “We wanted to scale this initiative, and we knew that this product we were launching would impact a huge majority of our client base,” explained Colin Brophy, product experience manager at CreatorIQ.
Brophy and his team needed to find a way to measure customer intent at scale. They also needed a tool that could help centralize all of that intent data and automate the feedback collection process in a way that didn’t rely on customer success resources. “We knew that going independent would be the best way,” said Brophy. “And we knew it could be tackled within Pendo.”
Targeted customers make happy customers
The CreatorIQ team knew that if they wanted to hit their adoption goals for their new product, they needed to first measure their customers’ intent. Brophy turned to Pendo in-app guides to help. “We used Pendo’s in-app guide options to build a poll with multiple steps, asking people if they were interested [in the feature] and if they wanted to be a part of a beta,” said Brophy. “Then from there, we took that information and were able to make it as actionable as possible and get people onboarded to this new functionality as quickly as we could.”
Brophy and his team leveraged a series of Pendo in-app guides to engage with users at various stages of the product building and testing process. They first announced the new feature via a Pendo in-app guide. Following the announcement, the team launched a survey to gauge customers’ interest in learning more about the feature or being contacted to help with testing. “It gave us a list of clients who were ready to activate,” said Brophy. “I was able to see every single user who was ready to use a feature, which we never really had before Pendo. It was the most direct and clear way we’ve ever been able to see intent.”
CreatorIQ has used this same process to gather intent data for other product features. And running it all in Pendo has allowed Brophy and his team to get clear visibility into the data and improve how they segment their communications. “[This two-step survey process gave] us two lists: one, people that we could stay on top of and two, people that we could actually meet with and get using the product and adopting as quickly as possible,” Brophy explained. “And once our support team enabled those clients, we built Pendo guides that walked them directly through [the product] without needing to schedule in-person time.”
Das CreatorIQ-Team hat bisher großartige Ergebnisse erzielt. „Wir erfassen die Absichten unserer Kunden drei- bis viermal schneller als in der Vergangenheit“, sagte Brophy. Sein Team hat die Ziele für die Akzeptanz ihrer bezahlten Medienfunktion innerhalb der ersten zwei Wochen nach dem Lancieren erreicht – und das mit drei Monaten Vorsprung. Und eine weitere Feature-Kampagne, die CreatorIQ derzeit durchführt, hat dank der In-App-Umfragen und Leitfäden von Pendo bereits 250 % ihres Zieles für Absicht und Aktivierung erreicht.
Brophy stellte fest, dass die Nutzung von Pendo auf diese Weise auch die Kommunikation zwischen den internen Teams von CreatorIQ und den Kunden verbessert hat. „Es hat es unserem Produktteam viel einfacher gemacht, direkt bei den Kunden nachzufragen und mit ihnen zusammenzuarbeiten – oder für unsere CSMs, genau zu wissen, wer von ihren Konten engagiert ist oder kontaktiert werden muss.“ Darüber hinaus erklärte er, dass Pendo das Hin und Her, das zuvor für die Erfassung von Kundendaten erforderlich war, vereinfacht hat. „Es hätte einfach viel länger gedauert“, sagte er. „Mit Pendo haben wir den Aktivierungs- und Einführungsprozess im Wesentlichen optimiert.“ Dies war eine Möglichkeit für mich, Informationen [an unsere Kunden] weiterzugeben und von ihnen zurückzuerhalten, anstatt nur darauf zu warten, dass sie passiv über Wochen oder sogar Monate hinweg durch meine Teammitglieder zu mir gelangen.
