I built and launched a partnership with Intercom that helped built up MadKudu's brand traction and user base.
Intercom is one of the most common chat tools in the SaaS space, and we have seen successful use cases with our customers on using Intercom and MadKudu to supercharge their live-chat channel with real-time scoring. Working with the Intercom team, we built a synergistic offering for both our users.
MadKudu is a B2B marketing operations platform which offers an enterprise-grade, real-time API that tells you the value of your prospects wherever they are. Operational marketing leaders from the fastest growing SaaS companies such as Segment, Amplitude and InVision leverage this engine to simplify their workflows and unlock revenue across the entire buyer journey.
Intercom is a modern business messaging platform at scale. One of its key offerings is to enable live-chat between its customers and their website visitors.
In 2018, Intercom was building up its app ecosystem and reached out to MadKudu to work together on a customer offering that focuses on intelligent messaging.
A key struggle that product managers typically have is understanding whether an integration is "worth it" to build right now. There are a million priorities at a given time, so I, too, had the challenge of proving value and ROI to management to justify spending valuable and limited engineering resource to build the integration.
The way I measured this is by looking at potential Target Addressable Market (TAM) that you can gain by partnering with a company. This is measured by looking at estimated number of customers the potential partner has filtered by the geographies and industries that you target. Depending on the level of effort your launch is and your ARR, you can easily calculate an estimated ARR to be gained from the launch. This estimated ARR metric can then be measured against other integrations or features in the backlog to determine if it a justifiable investment to make.
One of the key challenges with building integrations in the SaaS ecosystem is to build a synergistic and useful use case that benefits the users. Since SaaS tools are typically flexible from a usability standpoint, it is important to pinpoint a specific use case and test it before launching.
There are two levels of thinking about user journeys for SaaS integrations: (1) use cases for the end user and (2) setup user journey:
Molly, the Demand Generation Manager at Mixpanel wants to use the MadKudu-Intercom Operator bot on the homepage of its website in order to have the website generates more qualified demos. Qualified visitors are offered to book a time with Stan the SDR. While those that are not considered of high customer fit get to download a piece of content. They can understand more about Mixpanel’s value proposition.
Imagine Victor (MixPanel's website vistor) goes on the website. Victor has been receiving Mixpanel’s email newsletters. He thinks they are a thought leader. He visits the website and receives a pop-up chat message. He opens it and sees this...
Victor enters his email address into the input field.
The Intercom bot, powered by MadKudu, tells him that he is qualified. He books a meeting with Stan immediately to learn more about Mixpanel’s value.
The result is a Sales Conversion from Victor. He gets a better understanding of the value proposition through the whitepaper, and the next day while Mixpanel is still top-of-mind, he speaks to Stan to share his needs. Stan tailors the solution to fit her needs and immediately scores a conversion.
So in order to set this up for the Sales team, Molly (Demand Generation at MixPanel) has to set up the bot within Intercom's platform.
She goes through the following user journey:
I built the messaging for the landing page that Intercom's users get redirected to when they see the MadKudu app in their App Store. Check it out here.
This messaging was finalized only after beta-testing with 5 MadKudu and Intercom customers to see if it is valuable. The messaging adopted more of a "jobs-to-be-done" approach that talks about how MadKudu and Intercom can make the Demand Generation Manager's job better if they want to optimize their website and chat channel.
For the launch, there were 4 channels employed:
The results were as follows:
Since it was our first major partner app launch, the results was great but could be improved. The major learning is to work with the ProductHunt algorithm a lot better by putting a video as well as getting more influencers aware before the launch happens to garner more attention.