Autoentry is an Irish SaaS startup that Accountants, Bookeepers & SMEs use to automate data entry for receipts, statements, invoices etc.
The training portal was my solution to a problem where customers were signing up for a trial of the software, but not using it.
The customer success team identified a problem whereby larger prospects were signing up for trials, but they weren't really engaging with them.
Users can be distracted in many ways (time, other tasks etc) and learning curves can become a blocker for individuals.
I felt that we presented a lot of training materials to new users and that that created some "noise". I suggested that presenting users with one space where they can perform a couple of tasks to test the software would help simplify this step of their journey. The
This space would be a microsite where we would present key training materials only, asking users to perform a small number of tasks.
We would be able to track engagement with each prospect, obviously focusing on larger opportunities.
The clever bit was that we would build this space entirely within Pardot, which meant that we would be able to track every session and assess the entire engagement with the trial, from button clicks to document submissions.
This data being in Pardot meant that we could capture the engagement in Salesforce. So now bith the customer success and account managment teams had visibility across everything.
The customer success team could monitor progress and create bespoke messages based on their usage. The account managers could see churn risks and work with the customer success team to resolve any issues.
The Customer Success Team
Digital Marketing Team (me)
A Saleforce Admin
Input from sales
Internal Prep: Once I had gotten approval for the designs and the content etc. I had a separate call with the Customer Success team so that I could understand what they wanted from this project. They wanted actionable data that they could access easily, ideally in Salesforce.
External Research: I couldn't find anything similar from another vendor (in or out of our space). We were also limited by budget and so I designed and built this myself from scratch.
I Blocked off time for our in-house graphic designer.
The brief was to create a suite of illustrations, similar to the website, for this specific use.
All designs were to be used for a supporting PDF that could be shared with prospects.
I got buy-in from the senior team and the product team to recruit the product owner to create a suite of bespoke videos for this project (~12 hours recording time).
I blocked off a meeting room to set up a recording space that had good light and sound, while being handy for the presenter etc.
Edited videos and managed hosting.
While I built this microsite myself in Pardot, I needed our Salesforce Admin to get the data to flow into all of the Salesforce reports for the customer success, sales and management teams to access.
This project went really smoothly. I knew who I wanted to work with and they were available; that was important.
What was more important though was that I had buy-in from the senior team. We needed to create a suite of bespoke videos for this project and I need to get a lot of time from the product mananger. This would definitely not have happened without the support of the senior team.
I knew exactly who I wanted to work with. I had worked with them a few times before and we shared a very similar view of how things should work and look. They all appreciated the value of what we were doing and so the creative part of this project was really easy (and fun).
