Carrot | Senior Product Marketing Manager

I collaborated closely with the Customer Success team and gathered feedback directly from customers to identify an opportunity to better support our existing users. I proposed and led the development of a dedicated customer site—a centralized hub for key updates, important information, and helpful resources. The goal was to streamline communication, enhance the user experience, and ultimately drive greater customer satisfaction and engagement.

My first step was to put together a high-level overview of the goals and benefits of this site:

Summary: Create a landing page for customers to house updates, important information, and resources helps streamline communication, enhances user experience, and provides a centralized hub for important updates and resources, contributing to overall customer satisfaction and engagement. 

Centralized Information: A landing page provides a centralized location for customers to access relevant information. This helps avoid confusion and ensures that users can easily find the details they need without navigating through multiple pages or emails.

Improved Communication: It facilitates effective customer communication by offering a dedicated space for updates and announcements. This can include product releases, service changes, or any other important information that customers need to be aware of.

Enhanced Customer Experience: A well-designed landing page contributes to a positive user experience. Customers appreciate having a go-to place for finding essential updates and resources, making it more likely that they’ll stay informed and engaged.

Time and Resource Efficiency: Instead of solely disseminating information through various channels, a landing page helps to streamline the process. This saves customers and Carrot time and resources, as updates can be consolidated in one place.

Brand Consistency: A dedicated landing page allows Carrot to maintain consistency in branding and messaging. This is crucial for reinforcing the brand identity and ensuring that customers receive a unified message.

Easy Accessibility: Customers can access the landing page anytime (via a secure password), making it a convenient resource for staying informed. This is especially valuable for time-sensitive updates or critical information that customers may need on short notice.

Marketing and Promotion: A landing page can promote new products or services. It serves as a platform to highlight key information and encourage customer engagement.

Analytics and Tracking: By hosting important information on a landing page, Carrot can track user engagement and behavior. This data can be valuable for understanding customer preferences and improving the content provided.

From there, I mapped out the remaining steps to bring the project to life:

Stakeholder Alignment: Partnered with Customer Success, Growth & Engagement, and Product to gather input, align on priorities, and define the key content areas to include.

Content Strategy & Information Architecture: Developed a content framework to ensure the site was intuitive, easy to navigate, and addressed the most common customer needs and questions.

Collaboration with Marketing & Design: Worked closely with the Marketing and Design teams to bring the site to life—ensuring it was visually aligned with our brand and provided a seamless user experience.

Internal Rollout & Enablement: Shared the site with internal teams, along with documentation and talking points to help Customer Success and Support introduce it to customers.

Feedback & Iteration: Established a feedback loop with internal stakeholders and current customers to gather insights post-launch and continuously improve the experience.