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Building Customer Marketing at Insightly from scratch

July 23, 2024

tl;dr: A conversation with Melinda Prescher, Insightly's Senior Marketing Director about how she built a customer happiness flywheel - not just promoting advocacy, but incorporating customer feedback throughout all product and go-to-market teams at Insightly.

Melinda covers:

• Sales-Marketing-CS Alignment: How they run a tight ship of collaboration between marketing, sales, and customer support to drive cohesive strategies.
• Customer Feedback for All Teams: How Insightly integrates customer feedback into product roadmaps and customer success.
• Maximizing Campaign Impact: How they optimize campaign effectiveness while allowing teams time for execution and learning.

Interview with Melinda Prescher - Senior Marketing Director at Insightly from Laudable on Vimeo

Q&A

Angela, Laudable: Tell me about your approach to customer advocacy and marketing at Insightly.

Melinda, Insightly: From the start, our leadership prioritized listening to customers, which has been essential. This engagement has helped our teams better understand who we're serving and shown prospects how Insightly can solve their problems. We've made significant pricing and packaging changes based on what we've learned. We initiated a customer advisory board and started a voice of the customer survey. We've optimized our review site rankings and invested in high-quality social proof assets. Our customer advocacy work even led us to add new products and partner programs.

Angela, Laudable: How do customer marketing and advocacy feed product marketing at Insightly?

Melinda, Insightly: I started at Insightly four years ago to run product marketing. Being on a small, nimble team allows for a lot of influence and fluidity between product, customer marketing, advocacy, and even content marketing. This crossover helps our team support each other and build everyone’s skillset. What matters most is having people with the right attitude and skills to make an impact. We've focused our investments on areas that enhance the customer experience with Insightly.

Angela, Laudable: How do you get a good baseline for the voice of customer?

Melinda, Insightly: We start with a voice of the customer survey conducted a quarter before renewals, sharing the results across the organization. Our CS team addresses at-risk customers immediately, while we invite all feedback providers for 15-minute calls to discuss their experiences. This feedback influences our product roadmap, and customers with great stories join live events, webinars, and podcasts. We've also started a virtual customer advisory board to guide our roadmap decisions and engage with heavy product adopters. Additionally, we added more information to our website, introduced a discounted all-in-one SKU, and revamped our customer success offerings for clarity.

Angela, Laudable: How do customer marketing and advocacy drive growth in B2B SaaS?

Melinda, Insightly: What’s been really great about Insightly is the incredible collaboration between marketing and sales. Together, we're responsible for growing both our existing business and our new customer base. We handle the MQL and pipeline numbers for new business and share ownership of pipeline and bookings numbers with sales for our existing clients. A huge part of our marketing strategy’s success is the inclusion of social proof, which really drives our team’s efforts.