User Research for Demand Generation
Researching clients, customers, and sales segments to increase lead conversions.
Overview
A two-sided marketplace startup wanted to implement an omnichannel advertising strategy to connect both office managers and restaurant owners for team catering services.
The Challenge
Before expanding to an omnichannel strategy, we needed to define and understand user behaviors as well as their landing page experience. By researching the ideal client profile, we hoped to align our content strategy with our target persona.
Roles & Responsibilites
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Competitive Research
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Keyword Research
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Buyer Research
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Ad Managment
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Sales Alignment
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Seller Research
The Solution
Conducted various research methods to define and benchmark the ideal client profile for better targeting strategies and user experience.
Customer Interviews
We were fortunate enough to have an amazing customer service team that kept positive relationships with our partners that they were ecstatic to come in for user interviews and netoworking events.
At these user interview session, we asked conversational questions to get a holistic view of customer experience.
Win / Loss Analysis
We identified the reasoning behind a prospect's decision making by leveraging insights from our internal CRM platform to identify their key drivers.
These insights informed future design sprints, content ideas, and positioning that increased conversions and pipeline.
Keyword Research
Joint efforts across marketing from sales, content, and design determined which keywords to include in our builds.
The terms selected were placed in our landing pages, lead generating assets, and ad copy across all channels.
This created a uniform experience across all prospect facing content.
Target Persona
A list of customers were used to build a persona of an ideal client.
Working with sales operations, we created a marketing strategy around their traits, pain points, and targeting based on common job titles.
Effects on Advertising
After creating content for a variety of channels that addressed our target buyer's pain points, our top of funnel assets generated high engagement and moved prospects further down the conversion funnel. Potential customers were served ads that were aligned with landing page content and lead assets that we assumed increased brand recall especially when business development teams reached out to book demos.
Overall by using various data sources, we were able to create an omnichannel strategy that increased traffic and pipeline for sales teams to close more deals.