OBJECTIVE

Shortly after joining People.ai, one of our project managers and I were given a directive: to build something for marketing.

One of People.ai's core value propositions is its ability to capture a sales rep's email and calendar activities and match them to cooresponding accounts and opportunities in the organization's CRM, so we set out to determine what pain points do marketers have in their existing workflow and what can we solve for those users.

SO TO BEGIN...

Before we could start building or even ideating, we needed to understand the users, their challenges, and their domain of expertise.

We kicked-off the research process by interviewing five marketers from within our customer base to get a high-level understanding of what their information needs, workflows, and pain points are.

We also spent some time shadowing our internal marketing team to understand how they plan, set up, and report on their various types of campaigns.

We had three main takeaways common across all of the people that we interviewed:

  • Leads weren't being followed-up on post-campaign.
  • Marketers don't know whether or not the campaign is effective.
  • Marketing often struggles to link their activities to deals being generated or influenced.

Based on the takeaways, we decided to focus on creating something that both sales and marketing can use to be aligned.

IDEATING AND BUILDING...

From here I started ideating on what the common ground between sales and marketing was. I used reports that our own marketing operations and sales operations use to determine what information we capture can help resolve the three pain points that our research had identified.

I started iterating through a variety of wireframes and mockups, using constant feedback from our field marketing and marketing operations managers to refine what information can help them determine if their leads are being followed up on, whether or not their campaigns have an impact, and whether or not that impact can be tracked and traced.

For our first iteration, I focused on breaking down the members of a campaign by what directionality their engagement with the user's company has been, what type of engagement they've had with the company, and who within the company is responsible for engaging with that given member. This would help both sales and marketing get visibility into whehter or not leads generated by marketing and contats invited to a given campaign are being followed up on.

Towards the end of this process, we were asked to have an early concept ready for the SiriusDecisions 2018 conference, which gave us the opportunity to collect feedback on a large scale.

The feedback we gathered was incredibly valuable, not only in validating the concept but also in helping us to target a specific set of persona: individual contributors in field marketing and demand generation.

BUILDING AND REFINING...

We made some iterations to the early concept based on feedback that we had recieved and had a second round of research, this time focused on testing with and gathering feedback from field marketing managers, marketing operations mangers, and SDR managers.

From this second round of research, we had a better idea of what would be actionable and what would help marketing and sales be better-aligned.

  • In addition to being able to manually filter the table to prioritize particular accounts or reps, we also bucketed campaign members based on status and engagement to provide, at a high level, what the nature of activity with the campaign members have been (none, one-way, or bi-directional), whether there has been progression with campaign members by way of meetings, and if any of these members have a key role in any opportunities that the company is selling to.
  • We also went by what information about a campaign member would help inform users at a high level: what company is the member from, what rep is responsible for communicating with that member, and what the activity level with that member has been.
  • Selecting a member gives more information: the user can see exactly what the nature of the activity has been and who else has been engaged on those activities, as well as what opportunities that campaign member has been associated with.

IN THE END...

Although it is one of the less-engaged modules by total user count, Campaign 360 has consistently had the highest engagement and retention rate of People.ai's various modules since it was released in February 2019.

Feedback from users has included one customer stating that their global demand center has begun to rely on Campaign 360 to inform their decision-making.