Self-Serve Demo Experiment Writeup at Heap
Toward the end of my first year at the Heap, the Marketing organization shifted its primary focus to maximize Top Of Funnel (TOFU) traffic volume and MQL count. Simultaneously, a new sandbox environment was created for solution consultants and partners to showcase value to prospects. I saw this as the perfect opportunity to test a self-serve demo experience with minimal investment from the Engineering-Product-Design (EPD) team at Heap, which we had wanted to do for some time.
As the PLG lead in the Marketing organization, I reviewed the company's OKRs and identified multiple priorities this initiative could support. For example, it could assist larger accounts in their discovery and validation process and provide value to less technical or less experienced prospects looking to learn about the value proposition before talking to a rep. This helped the initiative get the buy-in and resources it needed. This artifact was at the heart of my enablement mission, right before we launched this experiment.