First American Title x FirstAm IgniteRE™ Beta Program
Supported the execution of a beta marketing program to evaluate product performance in the real world to see genuine scenarios of customer interactions with our product, whether there’s any missing features within the technology itself, or information gaps in our communications.
Scope of project strategy
The scope of the project strategy fell into 3 key phases: the recruitment, the beta program itself, and the post-beta follow up.
Phase 1: Recruitment
In partnership with my team, we identified, vetted, and recruited a limited list of users to perform this closed beta test using prior tool usage, level of business, and relationship with the sales reps as some factors to determine ideal candidates.
Phase 2: The beta test
As a content lead, I was critical to the ideation and creation of all the marketing touchpoints prior to and throughout the beta program. These marketing materials included instructions for Beta, pertinent information about the FirstAm IgniteRE product, and high-end swag to onboard participants to the beta program.
My team and I were also responsible for the distribution of these materials to participants, including impersonating sales reps in company intranet to send on their behalf critical information, updates, and generally engage with participants throughout the beta.
Phase 3: The follow-up
Lastly, a post-beta interview was used as a follow
up to acquire additional feedback about user experience. In partnership with our Voice of the Customer (VoC) team, my team and I collated this post-beta feedback from participants to take a deep dive into their experience with the product to acquire testimonials, learnings for product development needs, and other valuable input.
Hypothesis
If we conduct a beta program for FirstAm IgniteRE, then we can prove a single solution that integrates 5 of our existing technologies makes it easier for real estate professionals to work with us and carry out their day-to-day workflow.
Implementation and results of strategy
Phase 1: Recruitment
67 Beta participants
7 Months duration
Phase 2: The beta test
Halfway through the first cohort of the beta program, we received feedback from customers who experienced some confusion about what to do at the onset of their participation. As the content lead on this agile product marketing team, I promptly identified improvement opportunities for the beta program materials and quickly made the adjustments for the next cohort.
I partnered with designers within my product marketing team to strategize a communication plan, create engaging materials to generate excitement about participation, respond to the needs of our customers, and communicate the brand in a meaningful way to our customers. As a team, we succeeded in producing engaging, bespoke content for the go to market strategy and with exceedingly high click-through-rates, engagement rates, and impressions.
Phase 3: The follow-up & Concluding findings
Post-Beta follow up indicated that combining 5 tools into the single solution, FirstAm IgniteRE, did create a valuable resource to our customers that make it easier to do business with First American. We also identified growth opportunities for new capabilities and functionality to add to our development roadmap.
Beta Test Cohort
Work Samples:
Welcome Kit
To generate engagement for the beta program and increase brand awareness for FirstAm IgniteRE, we sent beta participants a welcome kit which provided helpful instructions to onboard participants and high-end swag.
>> Copywriting
>> Brand Awareness
>> Marketing Communication (MarCom)
>> Brand Voice Development & Persona Building
>> Project Management
