Final month, our SVP of Product, Kelly O’Connell, spoke on the inaugural US SaaStock occasion. She joined tons of of SaaS professionals centered on progress by offering the most effective software program available on the market of their respective classes, which she shared with us was extraordinarily inspiring.
On the convention, Kelly provided her recommendation on how one can efficiently obtain product-led progress, which is ActiveCampaign’s north star. Every little thing we do, we do as a result of it’s going to make our product higher, and in flip, will make our clients’ companies higher—serving to them scale efficiently. Throughout a part of her dialogue, she walked the viewers via what a customer-driven roadmap appears to be like like and how one can remodel to a product-led firm.
A part of how ActiveCampaign achieves that is via getting suggestions immediately from our clients, implementing their concepts into our platform instantly, and understanding what they need in future updates and iterations. B2B software program market G2 helps us seize this buyer suggestions through their overview web site. Our management workforce reads each single buyer overview that is available in so we are able to all perceive how one can make modifications and enhance sooner or later.
At SaaStock, G2’s CEO and co-founder Godard Abel and our SVP of Product Kelly O’Connell sat down to speak about our partnership, how ActiveCampaign achieved greater than 10,000 4 and 5 star evaluations on G2, and the way we use this buyer suggestions to propel our platform ahead each single day.
Try the total interview beneath!
Godard: Hello! I’m actually excited to be right here reside at SaaStock with my particular visitor Kelly O’Connell. And Kelly is the SVP of Product at ActiveCampaign, an unbelievable advertising software program firm. And I’m glad she’s right here to share just a few of her secrets and techniques to success for product groups and for purchasers. However first, how’s SaaStock been for you to date?
Kelly: It’s been nice. It’s my first SaaStock. It’s been actually nice to fulfill with founders and leaders in progress. It’s nice to signify Chicago with G2. I feel we’re the one Chicago firms right here.
Godard: Sure. Now thrilling to have two – you’re additionally a unicorn. Two Chicago unicorns. Yeah. Representing proper right here at SaaStock in Austin.
Kelly: Sure, it’s been actually enjoyable! Power is nice. It was good to hearken to a few of your talks earlier right now, and I’ll be talking tomorrow.
Godard: Wonderful. I can’t wait on your presentation tomorrow.
Godard: And ActiveCampaign. You’re a chief in advertising software program, advertising automation software program. And I feel one of many issues we do love and I’ve met your founder Jason, however we love all of your comfortable evaluations on G2. I feel you’ve gotten properly over 10,000 4 and 5 star evaluations.
Kelly: We do. G2 is an excellent wealth of knowledge to us on how our clients are feeling, whether or not they discover worth, the place they really feel ache and so simply actually an enormous assist to our innovation, our companies, and our firm.
Godard: And I do know you might be doing nice on G2, however I additionally know your market of selling software program could be very aggressive. I feel there’s actually tons of, perhaps, if not 1000’s of martech distributors listed on G2. And so how does G2 allow you to differentiate?
Kelly: I feel the sheer variety of nice evaluations we’ve seen. I imply, over 10,000 4 and 5 stars evaluations is wonderful. However I feel additionally having that perception of the place clients are discovering worth and, extra importantly, the place they’re discovering ache, simply merely serving to our processes, our groups, our product roadmap, the place we should always focus. And that slew of insights is simply important to success.
Godard: And the way do you make sense of all of the product suggestions you get? And I’m certain you get it throughout channels, not simply from G2.
Kelly: Oh, yeah.
Godard: However how do you, as a Chief Product Officer, how do you make sense of all of the suggestions?
Kelly: It’s one thing that has been essential to Jason and subsequently the tradition of the corporate because the starting of 2003 after we began the corporate. And so each overview, NPS response, CSAT, flows into your entire workforce. Jason reads each one. I learn each one.
Kelly: And I feel it’s so essential to listen to clients in their very own phrases. Far more insightful than studying a report or one thing like that. That could be a summarization. And so I feel simply that ongoing, fixed pulse of buyer voices and suggestions is so important. Now, clearly we use it to know what ought to we construct, the place ought to we spend extra effort, extra power, the place folks would possibly want worth. How can we lean into that extra? However it’s a fixed pulse with the client daily at ActiveCampaign.
Godard: And that’s wonderful. I imply, Kelly, you mentioned you learn each overview your self.
Godard: That’s plenty of info.
Kelly: It’s. And I ping product groups if I see one thing, they need to have their eyes on it. So it builds dialog. So we move the whole lot into Slack. There’s a fixed feed after which there’s dialog in there of: Ought to we attain out? Ought to we speak to them? Ought to we study extra?
Godard: And do you reply to plenty of the evaluations?
Kelly: We do. So, we even have our product workforce responding to all NPS responses and G2 evaluations. Perhaps a discovery or a fast 1:1 is what we have to perceive extra about the issue. Our product groups are immediately participating.
Godard: That’s cool. So that you assign it out and also you be sure the proper product individual will get the suggestions after which can also reply.
Kelly: In fact, yeah. We don’t need it to only cease at that one response. We wish to have a dialog with these clients who’re primarily elevating their arms to get suggestions.
Godard: And one other pattern I feel we’re all speaking about right here at SaaStock is AI. I really like that you simply’re having actual human conversations. I feel that’s nonetheless extra valued.
Godard: And I feel it’s so essential on your tradition of buyer success at ActiveCampaign. So I think about you’re going to maintain doing it. However do you suppose AI is a method to make sense of all that suggestions?
Kelly: Completely. I feel AI can assist discover messaging or allow you to get a bounce begin, you realize, edit as a substitute of create. However I feel that genuine human connection remains to be completely important. However AI clearly can detect themes and assist with perhaps how one can make sense of all of it.
Godard: We’ve launched a Market Intelligence product, led by our Chief Product Officer Sara Rossio.
She’s attempting to assist enterprise leaders – together with her peer product leaders like your self — draw much more perception from all the client suggestions.
Kelly: I feel that may be invaluable. You recognize, once more, I feel that ongoing pulse is essential, but it surely will also be what’s final in your thoughts or one thing. So, seeing these tendencies and values is important.
Godard: Switching gears to speak about constructing firm tradition. It’s one thing we’ve fostered at G2 with our PEAK tradition, which stands for Efficiency, Entrepreneurship, Authenticity, and Kindness. At ActiveCampaign, since its founding manner again in 2003, you speak about constructing a buyer centric tradition. When did you be part of Jason on the firm, Kelly?
Kelly: Eight years in the past.
Godard: Wow, eight years. And clearly you’ve gotten spent a few years constructing this very tradition, buyer centric tradition. However what recommendation do you’ve gotten? I imply, there’s so many entrepreneurs right here at SaaStock, so many younger firms. How do they construct a buyer tradition like you’ve gotten?
Kelly: I feel what we realized is as you scale, it’s really easy to get daring into constructing boundaries and silos between capabilities and perhaps even learn a report back to see what’s occurring along with your clients. And I feel it’s been pushing via that and breaking these partitions down and getting everybody nearer to the client. How do you get everybody participating with the product, with the client, even should you’re scaling groups and scaling capabilities? And I feel that’s been really easy to fall into. Oh, I work in finance, I don’t want to speak on to clients. However if you begin constructing that empathy extra immediately and also you hear the purchasers and the phrases that they use, I feel it simply builds such a special tradition of what’s essential. What are we constructing? And so I feel that has been tough however one thing we’ve been actually intentional about how we get extra folks immediately, seeing what clients are saying.
Godard: I feel that’s fascinating, Kelly. It seems like at ActiveCampaign the secret’s to get everybody, each worker, so even folks in finance, however everybody having conversations with clients. However do you’ve gotten some mechanisms, instruments to encourage everybody, assist everybody do it?
Kelly: I feel we proceed to iterate there. So, one factor we simply began earlier this 12 months is my org, the product org is all participating often in stage one assist. So, they’re seeing ache factors and questions, and that ongoing interplay is even informing our roadmap in actually attention-grabbing methods. One other factor is we constructed kind of a central product enablement workforce that’s going to steer your entire firm via certification on the product, available on the market, on clients. In order that was created this 12 months.
Godard: Oh wow. That’s actually thrilling. So I feel that’s nice recommendation, Kelly, is to essentially even have mechanisms, proper, to make it possible for each worker will get that publicity. And I really like your thought of stage one assist, your product folks. They do assist. I keep in mind studying about Jeff Bezos’ Amazon biography. Apparently even Jeff Bezos does that at Amazon. He goes in a name heart for a day and actually learns on the entrance traces. And albeit, it’s additionally a great reminder for me at G2. That’s a terrific thought, Kelly — even getting our product folks into the assist.
Kelly: It’s actually eye opening. I’m going in each different week for just a few hours and reply tickets. And it feels nice. It feels nice to see their successes and get their wins with them. But additionally, as you notice, wow, this query retains developing again and again. We should always do one thing about that. It’s actually eye opening.
Godard: So great. Thanks, Kelly, for sharing all this recommendation on this unbelievable buyer centric tradition you construct at ActiveCampaign. And we’re actually excited to see the subsequent 10,000 comfortable ActiveCampaign evaluations. And we’re so excited you’re a chief on our platform. And I feel it’s all 100% a results of this buyer tradition you’ve gotten, as a result of entrepreneurs love ActiveCampaign, and I can see that’s not by likelihood. It’s due to this very concerted effort, you realize, you set in to construct the product precisely how the client desires it. So, thanks, Kelly. Great to fulfill you right here.
Kelly: Thanks a lot. We actually recognize your partnership.
Godard: Thanks. And luxuriate in the remainder of SaaStock.