IBM's traditional go-to-market(GTM) strategy created too many obstacles for prospecting clients to understand and/or try IBM's digital products. This friction led to problems with client lead acquisition and product adoption.

To address this, IBM product teams set out to implement product-led growth strategies to transform their GTM. As design lead, I worked with four different SaaS product teams to release publicly available free trials and was responsible for overseeing the full end-to-end customer journey— spanning from initial discovery to off-boarding.

Our primary objective was to streamline prospecting users to experience product value (aha! moments) within a short onboarding period. Increasing generation of value aligned client leads with potential to convert to paid.

Partnering cross-functional roles, I lead the design strategy and defined pathways for prospecting users to reach pivotal aha! moments across our marketing and in-application channels.

To measure effectiveness,  it was crucial to instrument benchmark tracking. I worked with PM and Marketing to identify key areas in the trial journey that could provide insight metrics for future product improvements.

Post launch...

• Online we experienced a significant surge in user acquisition and client leads generation, signalling heightened interest in our products.
• At in-person meetings and workshops, the trials have been used by clients and business partners as live enablement tools— improving the quality of engagements.
• Internally, the trials have improved efficiency as other teams can now self-serve to acquire product access.