Quadrupled sign-ups and drove +$750K in incremental ARR by streamlining sales and onboarding workflow
HYP3R established a revenue-sharing collaboration with Marriott, allowing us to sell directly to individual properties as an "HQ Recommended" software provider.
Within a year, our dedicated sales team successfully enrolled 100 properties, however, considering the vast network of over 7,000 Marriott hotels there remained substantial untapped potential.
I was assigned the responsibility of finding ways to increase the number of Marriott properties sign-ups.
To get a better understanding of our current situation, I interviewed our sales and customer success teams, as well as 10 customers, including recent closed and lost deals. From these discussions, several themes emerged:
The situation presented two unique challenges:
If we overlook these challenges, we stand to miss out on significant revenue opportunities and face customer attrition come annual renewal due low product adoption.
How might we streamline our sales and onboarding process to boost team efficiency and customer adoption?
With a clear articulation of the problem, I orchestrated a workshop with leaders from marketing, success, and sales to map the customer journey and ideated on ways to streamline.
With these goals in mind, I designed a streamlined sign up and onboarding workflow to reduce touch-points and help guide users users throughout their adoption journey:
The workflow included new touch points and changes to product and processes that, in conjunction, accelerate the sales cycle:
To ensure we're communicated the right narrative, I interviewed recently enrolled customers to understand what ultimately closed their deal and what pain points they had operationalizing the product in their properties:
A few themes emerged from these sessions that informed my design decisions:
I designed a landing page that prominently featured a call-to-action to watch a product demo and showcase case studies to provide hotel managers a reference point of how impactful was HYP3R for similar properties as their own.
In collaboration with success team, we re-recorded demo video using real content form other Marriott properties to help contextualize what end-users would experience once logged into the product.
To validate the content strategy, I conducted an A/B test using distinct layouts with different content approaches: Feature-centric, JTBD-centric, and ROI-centric.
After test was completed, we validate Model B resonated with the most with users, due to a more clear call to action and the framing of product benefits around jobs to be done.
Through interviews and analysis of user behavior, I identified the critical milestone for activation was users engaging their first customer. To achieve this outcome, I designed an email sequence that introduced this core features on the first week, followed by reminders until user completed the first key action.
Once the user engaged their first customer, we dispatched additional emails highlighting essential features, case studies and best practices on how to maximize their ROI. If users wen inactive, we sent reactivation emails to help maintain adoption during the trial.
Additionally, in collaboration with the customer success team, we defined and provisioned new accounts with templates to ensure new users already had playbooks they can follow to engage customers.
The initiative was designed, built and launched in around 3 months. As a result, we: