Go-to-market strategy

ChannelAdvisor

I collaborated with a cross-functional team—Product Management, Customer Success, Business Development, Product Marketing, and Engineering—to develop a go-to-marketing strategy to grow the adoption of Commerce Network, a new ChannelAdvisor feature and strategic business initiative.

I was responsible for onboarding, messaging, and product demos.

Onboarding

I created onboarding flows to engage brands and retailers in the new experience.

The first onboarding came out pre-release and introduced users to a beta version. The goal was to announce the new feature, explain its benefits, and get users to create and save a Commerce Network profile. The second onboarding flow rolled out at the release, and its goal was to get users to accept legal terms and publish their profiles. The first and second onboarding experiences resulted in 40% and 10% conversions, respectively.

Messaging

To keep new features top of mind, I designed a navigation callout and banners. Further, I wrote emails to maintain engagement after profile publication. These included a post-onboarding welcome message and an ongoing rollup of the user’s Commerce Network activity.

Product Demos

To give users a deep dive, I designed demos, which I presented at ChannelAdvisor’s annual user conference, product monthly updates, and webinars. Target audiences for these presentations included brands and retailers, channel partners, and ChannelAdvisor’s Sales and Customer Success teams.