Becoming a multi-product company from 0>1>2
SHIPPED MAR 2024
Phase 2 in progress…
OUTCOME
Shaped and released flagship products and subscription add-on infrastructure
219% of our first month target
$104K net new MRR within 6 months of launch
12% customer adoption
12% discovery > activation rate
<5% churn rates
71% usage rate
74% of customers doubled Google reviews
In July 2024, Jobber announced we would be doubling our goals and developing a phase two “Marketing Suite” that would be released in September 2024 for our second tentpole event.
Three additional elements would be developed: Websites, Lead Source Attribution and Referrals all contained in a “Marketing Dashboard” and sold as a suite. Phase two is currently underway.
BACKGROUND
I was specifically selected to lead design and shape product flows that would unlock new revenue streams under the “Solve New Problems” strategic imperative.
Phase one of launching “Marketing Tools” with Jobber began in November 2023 with a firm launch date for our first tentpole event “Jobber Summit.” Phase one included conducting discovery and design of two new tools "Reviews” and “Campaigns” as well as infrastructure that supported the ala carte options of adding additional features to plan.
On our successful release of “Marketing Tools” in March 2024, we hit our monthly target in less than 3 days and continued to address valuable follow-up features.
MY ROLE
Conduct discovery and shaping research for reviews, campaigns, lead attribution and dashboard metrics
Facilitate collaborative workshops across five teams and six departments
Address UX/UI concerns from user and stakeholder feedback
Developing new marketing materials for both marketing and product design teams
Announcing product releases in company-wide stand-ups and product all-hands
Shaping campaigns product briefs for designer hand-offs
Creating product wide patterns for ala carte selection, payment and management of subscription add-ons
Leading collaboration on dashboard metrics and strategic implementation of UX to meet adoption goals
PHASE ONE OPPORTUNITY
Help our customers build an online reputation to fill their top of funnel—then support their flywheel by generating more business from existing clients
When we began these initiatives, Jobber did not support customers outside of the management of their business. We decided to step outside of our core offering and look at how we could help customers generate more revenue.
We acknowledged that these new products (what became “Reviews” and “Campaigns”) would attract different markets; new businesses being drawn to building a presence on Google search and established businesses hoping to get new or recurring revenue from their large client base.
We were interested in trying a new “add-on” model that did not require customers to be on a certain plan, but could enhance any subscription with what was relevant to their business goals.
PHASE ONE APPROACH
Two products built to generate more business integrated directly into day-to-day workflows
Although we decided these two products would be distinct from customer subscriptions; they would be tightly coupled to accounts.
Reviews would allow teams to ask for a Google review when sending a customer their invoice, which would then be published to their Google profile (later incorporating the ability to generate a response to the review with AI directly from their Jobber account.)
Campaigns uses the customer CRM to segment clients based on client data, past work done and timeframes of completed work. This is a powerful tool to allow customers send targeted messaging to clients on a particular timeline, which could generate new revenue that would be tracked and attributed to a certain campaign sent.
PHASE ONE EXECUTION
