B2B PARTNER PROGRAM/MARKETING RESEARCH

Objective: To gain a better understanding of the partner landscape within the marketing technology industry holistically, as well as within the customer base, in the lens of three core audiences: marketing service providers, franchise businesses, and influencers/creators.

Methodology: After speaking with the marketing and sales teams, I designed and distributed a quantitative survey to our target sample in the market and current customers. Both versions of the survey were intentionally designed to adhere to best practices with multiple logic triggers to ensure respondents only received questions relevant to their cohort. The final deliverable for this project was a comprehensive competitive analysis looking at the partner programs of key competitors (features, benefits, program structure, etc.) 

Impact: As the first standalone research study for this part of the business, results informed the restructure of the company's partner program (benefits, product roadmap, etc) and influenced change in messaging, positioning, and website copy to better resonate with the target audience and differentiate from key competitors.

INTERNATIONAL MARKET TRENDS (Canada, UK, ANZ)

Objective: To understand SMBs' current marketing behaviors and attitudes and identify opportunities for expansion into the Canada, UK, and Australia / New Zealand market as part of a wider company strategic initiative. 

Methodology: After speaking with each region leader and identifying their knowledge gaps, I designed a 2-part quantitative survey which was then distributed to our target sample in the market. A TAM (Total Addressable Market) and SAM (Serviceable Addressable Market) analysis was also done using each region's respective federal business/statistics database. 

Impact: As the first in-depth research study for all of the international regions, findings influenced acquisition, marketing, and sales strategies to ultimately increase brand awareness and revenue within these markets. From targeting certain verticals/industries, catering to local support needs, and recognizing cultural differences, the study was referenced to kickstart and lead this core pillar for the company.

NEW FEATURE NAME RESEARCH

Objective: To evaluate consumers' name preferences and understanding of a new feature before launch/go to market. 

Methodology: I designed a quantitative survey that tested respondents' preferred feature name among two lists, associated brand attributes/qualities with the final name selection, as well as feature messaging and positioning. 

Impact: The findings of this study have so far influenced the messaging and positioning of the feature by using language and copy that resonates the most with the target audience as indicated by the survey.