Launching products and communicating roadmap with positive ROI – VTEX Vision

About 

VTEX Vision was VTEX’s global campaign designed to communicate product updates, platform improvements, new product launches, and the upcoming product roadmap. 

• B2B SaaS 
• Enterprise
• 3 languages
• + 30 countries
• 2024

The Challenge

VTEX has a broad and complex product portfolio, with solutions adaptable to various customer needs. Effectively communicating the value of these diverse offerings without overwhelming customers was a significant challenge. Furthermore, VTEX’s varying market penetration and brand awareness across different regions demanded a nuanced and targeted communication strategy. Previous product announcement strategies were siloed and lacked a cohesive narrative.

The Opportunity

Unify these disparate efforts into a single, compelling global campaign. By coordinating product roadmap communication and updates, we could transform these announcements from mere internal communication into a powerful tool for driving customer engagement and closing deals.

The Goal

• Strengthen VTEX’s leadership position in the industry.

• Enhance overall product satisfaction.

• Influence sales pipeline opportunities by generating new leads and accelerating bottom-of-funnel conversion.

• Achieve a 4.5/5 satisfaction score on both internal enablement sessions and customer surveys.

My Role

I spearheaded the VTEX Vision campaign, as Senior Product Marketing Manager, taking ownership of all key aspects:

• Positioning & Messaging: Craft a compelling narrative that effectively translated the value of product enhancements and the roadmap to our target audiences, generating excitement and buy-in.

• Regional Strategy Development: Recognizing VTEX’s diverse growth trajectories in different regions, I tailored the campaign’s marketing and distribution strategies to align with regional goals and market dynamics. This involved close collaboration with regional stakeholders.

• Project Management: I managed the entire project lifecycle, including timelines, schedules, and deliverables, ensuring on-time execution and efficient resource allocation.

• Stakeholder Management: VTEX Vision was a truly cross-functional initiative involving product management, regional teams, internal stakeholders, and external contractors. I facilitated communication and collaboration across these diverse groups, ensuring everyone had the resources they needed to succeed.

• Content Curation & Approval: I reviewed all campaign assets and content to ensure alignment with brand guidelines, campaign strategy, and target audience resonance.

• Stakeholder Enablement: Throughout the campaign development process, I worked closely with legal, compliance, support, regional teams, sales, customer success, and marketing to ensure they were fully informed, aligned, and equipped to effectively distribute and support the campaign messaging.

• Go-to-Market Execution: I orchestrated the campaign launch and managed ongoing communication activities, collaborating with regional teams on events, webinars, and other initiatives to maximize campaign reach and impact.

• Performance Monitoring & Reporting: I defined, monitored, and analyzed key performance indicators (KPIs), regularly reporting results and insights to C-level executives, key stakeholders, and the broader company.

Results: Significant ROI and Business Impact:

• 500% Campaign ROI: The campaign delivered an exceptional return on investment.

• Successful Team Enablement: I trained over 280 team members, achieving a 4.49/5 satisfaction score.

• Broad Campaign Reach: I presented the VTEX Vision campaign at various industry events in Mexico, New York, and Brazil.

• Sales Pipeline Influence: We achieved 80% of our target for opportunity pipeline generation.

• Direct Impact on ACV Growth: The campaign directly contributed to growth in Annual Contract Value (ACV).

Key Learnings

VTEX Vision was a particularly rewarding project, providing valuable experience in global collaboration and cross-functional alignment. I gained deep insights into connecting marketing initiatives with tangible business outcomes and demonstrating the impact of a unified product communication strategy through data-driven reporting. Successfully navigating the complexities of a global campaign reinforced the importance of clear communication, meticulous planning, and a strong focus on measurable results.

Team (with special thanks to): Natália Costa, Alexandre Gusmão, João Ferreira, Andre de Lima, André Carvalho.