GTM strategy & execution

Product launch for UGC and creator campaigns

 
 
 

Project Overview

Bazaarvoice Vibe was the biggest product launch to date for Bazaarvoice. It integrated five of the company’s products—product sampling, creator marketing, social media marketing, visual syndication network, and social commerce—into a single solution.

As the product marketing manager for the content activation solutions portfolio, I managed the go-to-market strategy for product sampling, which includes campaign offerings and client-facing tools targeted to e-commerce and brand managers.

The specific features I GTM’d included

  • Influenster Pro: A creator marketing offering with affordable, up-and-coming creators

  • Review campaign reporting: Content and performance metrics from sampling campaign that generated ratings & reviews.

  • Social campaign reporting: Content and full-funnel reporting from sampling campaigns that generated UGC from Instagram and TikTok.

  • Syndication reporting: Data from review syndication and social UGC syndication to brand and retail sites.

  • Review summaries: Summaries of shopper sentiment provided by generative AI.

  • One-click distribution: An easy one-click solution to use social UGC across e-commerce and retail sites.

 

Responsibilities

I created and executed go-to-market strategies to support Bazaarvoice’s content activation portfolio. Specific responsibilities included the following:

Created client-friendly assets for Sales

  • Created pitch deck slide for product sampling

  • Created roadmap slides and wrote talk tracks for each feature

  • Worked with UX designer to develop a client-facing prototype

 

Product sampling pitch deck messaging

Product sampling roadmap slide

 

Wrote copy for client communications

  • Created a customer guidebook and invitation to the pilot campaign

  • Wrote scripts for product demo videos [example: request new sampling campaigns]

  • Wrote copy for a new sampling webpage (coming soon!)

  • Wrote copy for the website product announcement

  • Provided marketing with upsell messaging for outbound campaigns

  • Wrote Pendo announcements, which were displayed within the product (see below)

 

Customer-facing announcement of product sampling features in Bazaarvoice Vibe

 

Created new sales enablement and refreshed existing material

  • Created a new internal wikipage for social sampling offerings, including Influenster Pro

  • Collaborated with fellow product marketing managers on Bazaarvoice Vibe FAQs

  • Coordinated and promoted a live product “unboxing” session in collaboration with Product for internal-facing teams

  • Maintained a Confluence hub with roadmap materials and a release calendar

  • Updated 100- & 200-level trainings and wiki pages to include new features and value propositions

  • Wrote newsletter copy for the product marketing newsletter

 

Internal newsletter

 

Presented in live sessions (online and in-person) with client-facing teams

  • Presented “myths” at all-revenue organization meeting to dispel misconceptions about the new solution

  • Presented at a sales off-site, sharing new features and value propositions