What is enterprise software? Software used to satisfy the needs of an organization via its individual users. In this ProductTank San Francisco talk, Ciara Peter, then Senior Director of Product at Box breaks down the enterprise growth funnel and explains how we can provide the best experiences for our customers.
Watch the video to see her talk in full. Or read on for an overview of her key points:
- The new definition for enterprise software
- The customer lifecycle
The New Definition for Enterprise Software
How companies approach growth, user experience and engagement can vary depending on their core audience, especially for companies with a similar core product.
The way enterprise software is sold has changed over the years. In the early stages pre-2005 it was a one time sale. Then came a period of annual sales where the focus was on developing partnerships via subscriptions. Now software is sold into the life of the business.
Users make the choice of software they want and then companies can expand further into the organization.
The Customer Lifecycle
The customer lifecycle in enterprise software has several stages. Customers are deployed, signed into the product, activated and then become weekly active users (WAU) and finally daily active users (DAU). To get virality and gain traction, customers must go through all of the stages. Claire shares the results of case studies at each stage of the funnel.
Mobile capability was always on the list of requirements for Box’s customers, she explains, but it was not actually being used. The different users at each organization, admins and users were not both being taken into account.
Analyzing the user journey is important but what is more important is analyzing the journey through the lens of different user personas. Experimenting with different CTAs helped to increase engagement without annoying the user but by focusing on the clear business goal. They also discovered that their users wanted to be heard and wanted to interact with their peers in the company. It was also important to provide users with relevant content to keep them interacting with the product.
The key takeaways are that every persona in the user journey must be considered. Leverage the use of consumer growth experiments and find one metric that matters most to the user. Provide feedback loops so that you can learn what the customer wants and try to reduce friction by using your findings to make some choices easier for the user.