CARWALLET

I was tasked with formulating a GTM strategy for a new product feature CarWallet and drafting a campaign proposal for the feature rollout.

Cardata’s biggest request from our users was the ability to have a flexible payment method compared to the traditional weekly or monthly reimbursement payouts directly deposited to their account.

So Cardata has partnered with Stripe to build CarWallet, a first-of-its-kind feature in our Payment’s product that allows employees to cash out however they want, at their convenience. With this feature powered by Stripe, companies can make payments at scale to their employees.

Getting a new feature to market is no easy feat. There are lots of micro-projects and plenty of reliance on the internal teams to help us get there so it’s crucial they’re up-to-speed with the timelines and what's required from them - and when.

So to make sure no stone goes unturned, here’s an INTERNAL ROADMAP. This is the top-line plan outlining the stages required to get the launch live. Each of the tactics listed has multiple sub-tasks associated with them.

The Product Marketing strategy I follow is to develop a culture of measurement, ideation, and experimentation.

The Partner onboarding process which is a living process driven by strategic agreement that is regulated by formalized daily operations.

What are we hoping to achieve from this campaign and the impact it could potentially have?

We need a Laser-focused strategy well-defined and well-structured content and communication strategy, for getting CarWallet discovered, adopted, and lovingly tweeted about by our users.

CAMPAIGN TACTICS

In-app & out of app tactics, product bumpers/ conversational bumpers, PMs can relate, with reference to the bowling alley framework.

Sales enablement efforts

To improve sales confidence, we equip the sales and customer success team with the collateral and training sessions.

To carry out truly effective collateral development, it should be easy for reps to access, clear to understand and fit into their existing workflows. The idea is that they regard it as a useful resource they can reference at any time they are interacting with a contact. It should be ‘living document’ that can be updated or amended to.

Customer Journey Mapping

We’ll implement a focused growth strategy in which internal teams will collaborate to create personalized buying experiences for a mutually-identified set of high-value accounts by implementing Account based marketing. We’ll streamline the sales cycle rather than experimenting with different tactics to prospect and qualify a large pool of leads.

We’ll deliver consistent customer experiences where the Growth, Marketing and Sales are aligned on all things related to each accoun

The final stage of our launch strategy is the Analysis and Feedback aspect. Since Product Marketing is an iterative process, it is crucial to collect both qualitative and quantitative data for the experimentation process.