top of page

Creating targeted customer personas from Salesforce Lightning

Updated: Oct 13, 2023

Workiva, 2022.


Overview


I worked at Workiva, a B2B Saas company, in the summer of 2022 as a product marketing intern. Previously, my team didn't have a top-down data-driven overview of their core customer, and lacked critical details about their top buying segments. One of my main goals of the summer was to create a customer segmentation dashboard so they could better understand their core customer. To do this, I worked with another Data Science team member to pull data from the Salesforce Lightning platform. Analysis and clean up was done in Excel.


Customer Profiles

Two samples are shown below. Some sensitive data has been redacted or changed.

These profiles look at the existing customers per solution and analyze them by

  • industry

  • customer revenue

  • annual revenue brought in to the company

  • ADS (average deal size)


Insights & Opportunities

I drew up some insights for each analysis field.

I also analyzed win rate through the lens of each field to see which segments had a greater number of conversions per amount of leads.

I closed off by identifying some promising segments.

Along with some loss analysis...

Impact


On the Team: My project gave the team their first big visualization on exactly who their core customer was. They didn't have a segmentation dashboard before I started building this one, so my work allowed them a top-down overview of which segments were the top earners or had the largest potential. I was able to identify the top three segments of their solutions by industry size, revenue, and product tier. This was critical because it allowed them to align their marketing strategy on their audience and back their decisions with data to the sales team.


Personally: This project allowed me to dive deeper into Excel and working with datasets. I got more comfortable navigating a Salesforce platform, exploring data patterns, and presenting dense analytical findings in a reader-friendly way.

Bình luận


bottom of page