In order to successfully sell ProdPad, the company needed to create awareness and generate demand for a new product category that many of its target customers were not aware of and not yet looking for: product roadmap software.
As ProdPad's first marketing hire, I helped the company establish a unique position in the SaaS marketplace and led a fully organic growth strategy. ProdPad is now a market leader in product management software, boasting clients like Vevo, Autodesk and Telefonica. During my time there, the company saw:
✅A 400% jump in organic traffic
✅3x increase in new trials started each week
✅Over 500 new paying customers without a sales team
The growth strategy
1. Make the product easy to understand
ProdPad's software - and unique selling proposition - is built on the concept that product roadmaps should be lean, flexible and without timelines. I developed a core product message to communicate its key differentiators in an easy, accessible way.
"How to Build a Product Roadmap Everyone Understands" became a runaway hit. I continued developing this successful message into an e-course that brought in over 2000 leads, including Fortune 500 businesses like PayPal, Accenture, Home Depot and Condé Nast.
My guest blogging strategy for ProdPad
Once I developed our core message for product managers, I put tweaked versions in front of designer, developer and marketing audiences too.
The Product Roadmap That Boosts Innovation - Invision
How To Sell Your Boss On Roadmaps Without Timelines - Mind the Product
How To Build A Growth Roadmap For Your Product - Business2Community
2. Design a personalized user onboarding experience
I developed the strategy and copy for an automated sequence that was designed to send you different emails based on your in-app behavior as a new user. Here was the first email you saw if you signed up for a new ProdPad account and simply left. This onboarding strategy doubled the rate of trial-to-paid-user conversions.
You can read the extended case study here.
3. Develop content to help product managers do their jobs
I led the effort to grow ProdPad's email list to over 35,000 subscribers. A regular content calendar of blog posts, email marketing and a webinar series helped establish ProdPad's brand reputation as a brand committed to the success of product managers.
Praise from around the web 👀
There’s a clear before and after once it goes through Nandini’s process. The clarity we have in our product messaging has been instrumental in driving up our annual revenues.”
-Janna Bastow, CEO at ProdPad