Marketing Revenue Digital Assisant
The Story
The Marketing Revenue Digital Assistant (RDA) at Conversica is a set of many customizable AI-powered conversations that enable users to reach out to leads at scale. This is one of the most-used products at Conversica. I was responsible for building and maintaining this product as well as conducting user research and ensuring that customers were getting the most possible value from their Marketing RDA.
My Role
User Researcher I conducted customer calls and created and sent surveys to learn more about what users loved and hated about the Marketing RDA. I used this information to directly inform the roadmaps I built for this product in order to prioritize the features that would most benefit users.
Product Management I created and executed quarterly and yearly roadmaps for the Marketing RDA. This resulted in many product improvements such as increasing link capability for all conversations, adding SMS functionality to many conversations, and building new conversation flows and alerts for customers to use.
Product Expert I pulled reports on customer accounts as well as industry benchmarks, investigated how customers were using their accounts, and presented recommendations to the customer on how they could improve their account performance. I also used internal reporting to monitor product performance and created and presented quarterly presentations to executives on product performance trends, proposed improvements, and new features.
Product
The Marketing RDA is a large set of customizable AI-powered conversations designed for marketing leaders to reach out to leads with a personalized touch at scale. These conversations are grouped into skills by function; each skill contains a group of conversations geared toward a certain function such as initial outreach, responding to leads that expressed interest, promoting events, and account-based marketing. Many of the conversations can communicate with leads in multiple languages or by text. Most conversations also have multiple conversation flows available to users, allowing users to select whether they want the conversation to drive toward a call with a representative, provide a link to more information, or both.