About the project
The problem: Most marketers know they need a better way to measure marketing influence, but they also don't know how to do it or where to start. We needed to show them what was possible. And as an early stage startup, we needed to do that in a way that supported marketing, sales, and customer success all at the same time.
The solution: Template library. Since HockeyStack can measure and report on nearly everything, the freedom of choice led to a tyranny of choice: where do I begin? So we built the template library- cheat sheets for measuring and reporting on marketing and sales.
Details: The template library features dozens of templates for every role, goal, and marketing motion. The library has a hub on the website, but we also built a feature inside HockeyStack that lets you use a template with one click.
Results: The template library has been such a success that we're calling it our "second growth lever" next to Linkedin. Not only does it serve as a sales enablement tool (we have a template for nearly every sales objection), but it has dramatically reduced time to value for new customers, increased utilization for legacy customers, and saved customer success hours of work.
Link to template library: view library here
Year: 2023-Present
Developing the concept
I had the privilege of developing the template library from inception to launch. Step one: conceptual design. Using Figma, I wire-framed a loose outline to communicate the concept internally and secure buy-in. Once approved, I worked with our designer on a final version, then sent it to development. In two weeks, we went from concept to design to development, and had a live version of the template library on our staging site.
Building the library
To start, I pulled every measurement and reporting request we heard from customers and prospects on sales calls and categorized them by role, goal, and marketing motion. Then I got to work: I conceptualized, designed, and wrote nearly 30 templates over the course of a month. While we could build these reports in HockeyStack for customers, we didn't have the data natively to populate the reports on our own, so I designed each report (and every single field and metric) in Photoshop, then published them in the template library on the website.
Partnering with influencers for distribution
The template library needed distribution, so we partnered with "celebrity" marketers who had established audiences and established trust. Our primary source of awareness came through partners sharing their custom dashboard templates via LinkedIn and through their own communities or newsletters.
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Product Marketer