Bringing a Top-to-Bottom Product Redesign to Market
See how I helped OnStrategy bring a completely
redesigned application to market.
SITUATION
Taking a new product to market is challenging enough. Completely refreshing and changing the core application hundreds of organizations use to manage their organization strategy everyday is even more challenging.
A WhoLE NEW PRODUCT
Increasing competitive markets meant more organizations were fighting for the same amount of stagnant search market.
ALL NEW COLLATERAL
Fighting for space against venture-backed competition meant OnStrategy couldn’t buy their way out of the competitors in search.
LEAn AND MEAN BUDGET
A well-positioned organization and troves of value-added content made OnStrategy poised to perform well in organic search marketing.
APPROACH
Research & PERSONA DEVELOPMENT
We looked at the best way to reach current and new customers. Creating buyer personas that matched with targeted value proposition by use case served as the backbone of our go-to-market strategy.
1:1 CUSTOMER outreach
OnStrategy's business is built on the relationships we have with clients. It made good business sense to leverage these relationships to help roll out the new application with our customers. Everyone loves 1:1 training and attention.
1:Many CUSTOMER OUtreach
With over 10,000 users, we created engaging emails, videos, and training guides to help roll-out the application to en-mass.
CUSTOMER MAILERS
It's a bit unexpected to receive a printed calendar and sticker as a gift from a tech company, but it's definitely memorable. A direct-mailer helped reinforce OnStrategy's message about the application upgrade.
COMPLETE MARKETING OVERHAUL
Every piece of marketing collateral needed to be touched, updated, and overhauled to reflect the product's new features, looks, and value proposition to prospects. A new product meant a complete overhaul of sales materials, videos, user onboarding, and font-end conversion flows.
NEW VALUE PROPOSITION & SoLUTION
We redefined our value proposition and product packages to meet the needs of different customer segments better as they shop for our products and services.
REOPTIMIZED CONVERSION FUNNELS
A new product launch provided the opportunity to refine site flow, conversion funnels, and inbound marketing tactics to provide targeted value at different stages of the marketing and sales funnel.
RESULTS
1
%
TRAINING RATE
70% of OnStrategy clients completed the campaign call-to-action to receive 1:1 training on the new platform.
0
%
INCREASE IN RETENTION
The relationships built through the launch campaign helped OnStrategy see a 10% increase in retention.
0
%
INCREASE IN CONVERSION FROM PRICING PAGE
Conversion from the pricing page increased by 10%.