How to pivot the product strategy to cater to the B2B market?
Memmo, a renowned platform that offers personalized video messages from celebrities to individuals, established a strong presence in the B2C market. However, in order to diversify its income streams and cater to increasing B2B requests for marketing purposes, Memmo recognized the need to pivot its strategy.
As part of this process, I was entrusted with the task of preparing the memmo product to align with the evolving objectives and to bridge the gap between the existing B2C focus and the emerging B2B opportunities.
My Role
Product Management
Design Lead
Team
Liz Clow
Lukasz Dec
Mattias Svedhem
Sebastian Soler
Craig Smith
Sam Fowler
Sebastian Soler
Craig Smith
Sam Fowler
Year
2023
Discovery
First, an analysis of data from Contentsquare revealed that the previous B2B website experienced a lack of user engagement and a significant bounce rate, indicating a need for substantial improvements.
Additionally, anecdotal feedback from interviews with our sales team marked a common issue: clients often felt confused by the information presented on B2C websites, particularly regarding pricing.
We also facilitated internal workshops that included customer journey mapping, the creation of B2B user personas, and shadowing and interviewing our sales team and talent relationship managers.
I made sure to include our engineering team in the process, keeping them informed about early-stage hypotheses, pain points, and expectations of both our B2B customers and talents.
Discovery
First, an analysis of data from Contentsquare revealed that the previous B2B website experienced a lack of user engagement and a significant bounce rate, indicating a need for substantial improvements.
Additionally, anecdotal feedback from interviews with our sales team marked a common issue: clients often felt confused by the information presented on B2C websites, particularly regarding pricing.
We also facilitated internal workshops that included customer journey mapping, the creation of B2B user personas, and shadowing and interviewing our sales team and talent relationship managers.
I made sure to include our engineering team in the process, keeping them informed about early-stage hypotheses, pain points, and expectations of both our B2B customers and talents.
Discovery
First, an analysis of data from Contentsquare revealed that the previous B2B website experienced a lack of user engagement and a significant bounce rate, indicating a need for substantial improvements.
Additionally, anecdotal feedback from interviews with our sales team marked a common issue: clients often felt confused by the information presented on B2C websites, particularly regarding pricing.
We also facilitated internal workshops that included customer journey mapping, the creation of B2B user personas, and shadowing and interviewing our sales team and talent relationship managers.
I made sure to include our engineering team in the process, keeping them informed about early-stage hypotheses, pain points, and expectations of both our B2B customers and talents.
Conclusions
Extensive research and discovery work helped us to pin down urgent problems and work out the most impactful next steps.
Firstly, we needed to eliminate the existing self-serve processes and establish a dedicated online presence for our B2B customers. By separating our B2B online presence, we aimed to provide a seamless and tailored experience, rich with examples and case studies.
Secondly, we recognized the importance of gathering more comprehensive data on the talents working with us. This information would allow us to match talents more effectively with customer needs and create better-tailored B2B proposals.
Lastly, as we expanded our B2B services to include more complex orders, such as multiple assignments and takes, we identified the need to enhance our mobile app used by talents to record videos and fulfill orders.
Conclusions
Extensive research and discovery work helped us to pin down urgent problems and work out the most impactful next steps.
Firstly, we needed to eliminate the existing self-serve processes and establish a dedicated online presence for our B2B customers. By separating our B2B online presence, we aimed to provide a seamless and tailored experience, rich with examples and case studies.
Secondly, we recognized the importance of gathering more comprehensive data on the talents working with us. This information would allow us to match talents more effectively with customer needs and create better-tailored B2B proposals.
Lastly, as we expanded our B2B services to include more complex orders, such as multiple assignments and takes, we identified the need to enhance our mobile app used by talents to record videos and fulfill orders.
Conclusions
Extensive research and discovery work helped us to pin down urgent problems and work out the most impactful next steps.
Firstly, we needed to eliminate the existing self-serve processes and establish a dedicated online presence for our B2B customers. By separating our B2B online presence, we aimed to provide a seamless and tailored experience, rich with examples and case studies.
Secondly, we recognized the importance of gathering more comprehensive data on the talents working with us. This information would allow us to match talents more effectively with customer needs and create better-tailored B2B proposals.
Lastly, as we expanded our B2B services to include more complex orders, such as multiple assignments and takes, we identified the need to enhance our mobile app used by talents to record videos and fulfill orders.
We utilized various data sources during the discovery and research phase, including tools such as Contentsquare, Google Analytics, and Looker.
We utilized various data sources during the discovery and research phase, including tools such as Contentsquare, Google Analytics, and Looker.
We utilized various data sources during the discovery and research phase, including tools such as Contentsquare, Google Analytics, and Looker.
Through internal workshops, we crafted user personas and a customer journey map, playing a crucial role in identifying impactful solutions.
Website
As the first deliverable, we designed and launched a new version of our B2B website on Webflow, opting for its easy, fast, and agile-friendly platform.
An integral part of it was the integration of case studies, highlighting successful outcomes and showcasing the effectiveness of our product. This focus on results led to a remarkable 130% month-to-month increase in inbound leads.
Additionally, our growth team utilized the new website, attracting a substantial number of subscribers to our newsletter and expanding our reach in the B2B market.
Website
As the first deliverable, we designed and launched a new version of our B2B website on Webflow, opting for its easy, fast, and agile-friendly platform.
An integral part of it was the integration of case studies, highlighting successful outcomes and showcasing the effectiveness of our product. This focus on results led to a remarkable 130% month-to-month increase in inbound leads.
Additionally, our growth team utilized the new website, attracting a substantial number of subscribers to our newsletter and expanding our reach in the B2B market.
Website
As the first deliverable, we designed and launched a new version of our B2B website on Webflow, opting for its easy, fast, and agile-friendly platform.
An integral part of it was the integration of case studies, highlighting successful outcomes and showcasing the effectiveness of our product. This focus on results led to a remarkable 130% month-to-month increase in inbound leads.
Additionally, our growth team utilized the new website, attracting a substantial number of subscribers to our newsletter and expanding our reach in the B2B market.
Data & Internal processes
As the next step, we made the strategic decision to upgrade our internal tools, enabling our Account Executives and Talent Relationship Managers to collect and leverage valuable data on talents.
With this upgrade, we implemented a structured process for gathering more data points, allowing us to make informed decisions when selecting the right talents for specific deals.
This approach ensured that we could align the skills and expertise of our talents with the specific needs and preferences of our B2B clients, resulting in more tailored and effective proposals.
Data & Internal processes
As the next step, we made the strategic decision to upgrade our internal tools, enabling our Account Executives and Talent Relationship Managers to collect and leverage valuable data on talents.
With this upgrade, we implemented a structured process for gathering more data points, allowing us to make informed decisions when selecting the right talents for specific deals.
This approach ensured that we could align the skills and expertise of our talents with the specific needs and preferences of our B2B clients, resulting in more tailored and effective proposals.
Data & Internal processes
As the next step, we made the strategic decision to upgrade our internal tools, enabling our Account Executives and Talent Relationship Managers to collect and leverage valuable data on talents.
With this upgrade, we implemented a structured process for gathering more data points, allowing us to make informed decisions when selecting the right talents for specific deals.
This approach ensured that we could align the skills and expertise of our talents with the specific needs and preferences of our B2B clients, resulting in more tailored and effective proposals.
Mobile app for talents
Last part of the new focus: upgrading our mobile app to introduce the concept of assignments and takes. This new functionality aimed to streamline and simplify the process for talents when working on B2B orders.
Talents now have access to more context information about the customer and can efficiently manage the entire request through the new features. This distinction from B2C orders allows talents to tailor their approach and deliver a more personalized experience to B2B clients.
Mobile app for talents
Last part of the new focus: upgrading our mobile app to introduce the concept of assignments and takes. This new functionality aimed to streamline and simplify the process for talents when working on B2B orders.
Talents now have access to more context information about the customer and can efficiently manage the entire request through the new features. This distinction from B2C orders allows talents to tailor their approach and deliver a more personalized experience to B2B clients.
Mobile app for talents
Last part of the new focus: upgrading our mobile app to introduce the concept of assignments and takes. This new functionality aimed to streamline and simplify the process for talents when working on B2B orders.
Talents now have access to more context information about the customer and can efficiently manage the entire request through the new features. This distinction from B2C orders allows talents to tailor their approach and deliver a more personalized experience to B2B clients.
Lessons learned
The project was divided into several steps and became the primary focus of memmo's product team for a period of 6-7 months, aligning our work with the company's OKRs. This approach ensured that we stayed on the right track and capitalized on opportunities to enhance our efficiency.
Personally, I gained invaluable insights into both outbound and inbound sales processes. This experience deepened my understanding of how to attract and engage potential B2B clients.
One of the most impactful lessons I learned was the critical importance of close collaboration, not only within the product and engineering teams but also across the entire organization. This project reinforced the idea that success relies on everyone working together toward a common goal, even when challenges arise.
Lessons learned
The project was divided into several steps and became the primary focus of memmo's product team for a period of 6-7 months, aligning our work with the company's OKRs. This approach ensured that we stayed on the right track and capitalized on opportunities to enhance our efficiency.
Personally, I gained invaluable insights into both outbound and inbound sales processes. This experience deepened my understanding of how to attract and engage potential B2B clients.
One of the most impactful lessons I learned was the critical importance of close collaboration, not only within the product and engineering teams but also across the entire organization. This project reinforced the idea that success relies on everyone working together toward a common goal, even when challenges arise.
Lessons learned
The project was divided into several steps and became the primary focus of memmo's product team for a period of 6-7 months, aligning our work with the company's OKRs. This approach ensured that we stayed on the right track and capitalized on opportunities to enhance our efficiency.
Personally, I gained invaluable insights into both outbound and inbound sales processes. This experience deepened my understanding of how to attract and engage potential B2B clients.
One of the most impactful lessons I learned was the critical importance of close collaboration, not only within the product and engineering teams but also across the entire organization. This project reinforced the idea that success relies on everyone working together toward a common goal, even when challenges arise.
Thanks for reading!
Please reach out if you'd have any questions or would like to know more details about this or any other project.
Lukasz Dec, © 2023
No animals were harmed in the making of this site.
Thanks for reading!
Please reach out if you'd have any questions or would like to know more details about this or any other project.
Lukasz Dec, © 2023
No animals were harmed in the making of this site.
Thanks for reading!
Please reach out if you'd have any questions or would like to know more details about this or any other project.
Lukasz Dec, © 2023
No animals were harmed in the making of this site.
