Airtable builds customer education by combining qualitative research and product analytics
Archana Agrawal · The Secrets to Building Your Marketing Engine To Drive Scale with Airtable CMO Archana Agrawal · May 28, 2022 · at 15:38
Airtable CMO Archana Agrawal describes how the company structured its customer onboarding and education strategy to drive product adoption.
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“First, using the research team, we had large qualitative surveys to understand how do people like to consume this data? Where do people like to consume this data? Then using some of our own analytics, we understand where are people getting stuck in the process? And what powerful features can we give them access to that will actually deepen their usage of the product? Putting all of that together, we can effectively come up with a plan that ends up prioritizing what content What format? What parts of the journey do we expose all of this content in, right?”
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