Define your ICPs

B2B Table ⤵️

ICP Prioritization

[Use this framework to prioritize your ICP's]

From the ICP Prioritization Framework, we can see that ICP 1 and ICP 3 can be focused upon since the market for these users is large enough and the users have a good use case of the product!

A table is shared below for your reference to put down your user goals, respective ICPs, JTBDs and validate your goals.

Onboarding Teardown

GrowthX Onboarding Project.pdf

What is working well on the screen and why?

1. The sign-up page - it has three cognitive biases and the value proposition of the product is mentioned in the first fold

What is not working and why?

1. Too much cognitive load
2. Anchoring bias is missing
3. UX - the journey from sign-up to onboarding can be more appealing. Aesthetic-Usability is missing
4. Social proofs are beyond 3rd fold.
   

What changes/improvements are required? Why would it be better?

1. Social Proof could be placed in the top folds - Customer Stories and Case Studies so that we are able to instill confidence among users for taking the first step
   
2. We could introduce the Mental Model to provide a preconceived opinion of how our state-of-the-art technology works behind the scene to increase ad revenue. This way, the ICP will be able to predict rather than guessing.
   
3. Messaging around the core value proposition could be more symmetric so that ICPs have transparency on how the product will actually benefit them.
   
4. We can introduce skeuomorphism by adding original product demos as users adapt more easily to things that look like real-world objects

Where does the “aha” moment occur?

The AHA moment occurs for the user when they get access to the intuitive dashboard with complete insights on revenue earned from ads, no. of ad impressions optimised, yield per ad impression, etc.

Evaluate your onboarding on the cognitive biases.

1. Confirmation Bias: Trust Badges and testimonials on the landing page
2. Priming: Free demo is available
3. Centre-Stage Effect: The sign up button is placed exactly at the centre of the form

Tearing Down Funnel

• If Form fill > 3000$ -> MQL
  
  
  
  If the lead has a valid ads.txt file on the website and, meets monthly traffic requirements (Similar Web Data) and earning from Adsense as per internal evaluation -> SAL.
  The first email is sent by the SDRs within 24-hours and the lead is marked as SAL_Attempted to Contact. Follow-up is done every 3 days.
  
  If any of the internal evaluations fails, the lead is marked Unqualified.
  
• If there is no response in 14 days, it's marked SAL_Not Responding and sent back to the marketing team for nurture. If the lead responds, then the lead is marked as SAL_Connected and the meeting is booked.
  
• If during the discovery calls GA, and AdSense earning data meets the threshold -> SQL _ Discovery Done. If not, it's marked Unqualified.
  
• If the lead expresses interest but delays the demo due to internal evaluation at different levels-> SQL _ Intent to know more about AdPushup is gathered, or
  
• if the lead expresses interest in a Demo -> SQL _ Demo Scheduled.
  
• When the demo is done -> SQL _ Demo Done
  
• If the lead doesn't respond within 14 days after the demo call, it's sent back to the marketing team for Marketing Nurture
  
• If both parties are in agreement within 30 days -> Opportunity.
  
• If there is no response from the lead after the demo call is done, it's sent back to the marketing team, particularly the ABM team for marketing nurture.
  
• If the tech stack and all other evaluations by both parties meet the requirements and the contract is signed -> Onboarding
  
• If there is no reply from the lead -> Opportunity_ On Hold. Sales Team actively reaches out. If there is no response to mails from sales team, it's sent back to the marketing team after 30 days.
  
• When the integration is done -> Customer _ Revenue Live
  
• If there are issues with integration and wecannot go ahead with the deal -> Opportunity_Closed Lost

Fundamentals

• Is there a script ready for the sales team?
  Yes
• What are they pitching?
  Tailored solutions as per the needs of the customer
• Do they have a pitch segmented for the users?
  Yes
• What are your customers' common concerns?
  Higher bidding, access to premium demand partners, single dashboard to track all data points
• How are we resolving those?
  In-house ML-powered Header Bidding Technology, access to 50+ premium demand partners, intuitive, industry-leading dashboard with seamless tracking
• What content is the sales team sharing?
  Product decks, battle cards
• TAT for each stage
  14 days
• What's the most common drop-off point?
  SQL and Onboarding -> Revenue forecasts, payment terms, integration issues, demand, invalid traffic sources of the lead

Problems

User Problems

• Invalid traffic
• Arbitrager
• Not meeting requisite traffic
• No ads.txt
• No earning history

System Problems

• Integration
• Payment Terms
• Demand Partners
• Revenue Share

Inside the Product Funnel

How are you communicating the value prop to the user?

X% revenue increased in Y time frame which is seamless to track when compared to AdSense which could have yielded a much lesser % increase in revenue in the same Y time frame.

How fast are they adopting?

7-day revenue analyzed 2 times in 15 days, so mature adoption is typically happening in 15 days.

What is working well on the screen and why?

1. Endowment effect as the data, revenue earned, and everything ads it's theirs
2. Easy to understand dashboard from where users can seamlessly pull custom reports

What changes/improvements are required? Why would it be better?

1. We could add IKEA Effect by letting users creating their custom dashboard for tracking
2. Loss Aversion effect by adding how much they would have lost had they partnered with AdSense or any other Ad Network (Competitors).

Problems

User Problems

• Traffic acquisition
• Content strategy

System Problems

• Participation in bids
• Page load issue
• Contextual ads
• Ad Refresh

What are Some Activation Metrics?

Metric 1

AdPushup JS integrated in the top 30% of the pages (in terms of monthly page views) in 15 days.

The user integrates the code in the 30% of the best performing pages to analyze the performance of AdPushup demand w.r.t to competitors o that he can decide on the next steps of integration basis revenue earned in the upcoming 30 days.

Metric 2

AdPushup JS integrated in the top 50% of the pages (in terms of monthly page views) in 15 days.

The user integrates the code in the 50% of the best performing pages to analyze the performance of AdPushup demand w.r.t to competitors so that he can decide on the next steps of integration basis revenue earned in the upcoming 30 days.

Metric 3

AdPushup JS integrated in the top 30% of pages and visited AdPushup console 2 times in 15 days

The user integrated the AdPushup code in the top 30% of the pages and has visitied the console two times in 15 days to analyze whether the dashboard has all the information and if actual data and machine data are accurate.

Metric 4

AdPushup JS integrated and visited AdPushup console 2 times in 7 days

The user integrated the AdPushup code in the top 30% of the pages and has visitied the console two times in 7 days to analyze whether the dashboard has all the information and if actual data and machine data are accurate.

Metric 5

AdPushup JS integrated in the entire website in 15 days and user has visitied the console minimum twice in 7 days

The user integrated the AdPushup code in the entire website and has visitied the console two times in 7 days to track all data around his ad revenue. He also wants to keep a close tab on dashboard revenue and actual revenue earned.

Parameters to track your activation metrics:

D1, D7, and D30 retention

D1 - 95%

D7 - 80%

D30 - 65%

DAU / MAU

D1 - 36%

D7 - 25.6%

D 30 - 22.4%

Acquisition source

Product Reviews

Users who left a positive review - 4-star and above on Trust Pilot and G2 after 30 days of onboarding

Post Onboarding Calls with CS and AM Team

Users who left a positive review with the CS/ AM team post code integration

Product Usage Data

Users who have used the console at least 5 hours in 7 days

* End of Project *