PandaDoc streamlines customer communication with quick, personalized documents, nurturing relationships and saving time.

Teams use PandaDoc to improve document workflows, insights, and speed while delivering an amazing experience for their customers. Businesses trust PandaDoc’s all-in-one document automation software to streamline the process to create, approve, and eSign proposals, quotes, contracts, and more. With powerful document creation and workflow capabilities, teams can provide their customers with a more professional, timely, and engaging experience.

I worked as a Product Marketer, driving TOFU activation and increasing MRR for the API product. PandaDoc API was in a unique position as it offered the best solution on the marketing for both document generation and eSignature directly via API and I was brought in to help PandaDoc reach the right ICPs, improve activation, and increase the MRR.

Despite getting 100k visitors every month on our API websites, we still had low activation and MQLs, consequently low MRR. Before updating our websites, we had to conduct deep research.

Generate insights using heat, scroll, and click maps

Web and funnel analysis (e.g. location, time spent, high-converting pages, etc)

Collect feedback using feedback forms and community forums

Watch recordings with leads and customers

Interview salespeople, product managers, and customers

Data-driven closed-lost and closed-won analysis to determine ICPs

Collect feedback from external review websites such as G2

Deep product, and feature-by-feature comparison of competitors

Competitors’ website comparison

SEO relevance and search volume for your target keyword(s)

After collecting internal and external data, we were able to refine the messaging and positioning. We discovered a key insight that while our ICPs contained both users and decision-makers, our messaging and CTAs did not offer enough incentive for decision-makers (CTOs), and it had been purely focused on the users (Devs). We refined our messaging and positioning on all our websites, including the homepage, use case, pricing, and competitor pages.

Here's the criteria for evaluation:

Increase in MQLs

Increase in customer conversions

Feedback from salespeople

Reiterate and refine with improvement

A/B test where possible

More samples here: Portfolio