Product Led Growth Strategy for The Martec

Project Overview

The Martec runs a content intelligence platform. I was engaged to work on user engagement, retention and product-led growth — working directly with the CEO and CTO.

The constraint

The leadership team held different mental models of who the customer was. That disagreement was invisible in day-to-day work but showed up as scattered prioritisation — features aimed at different users pulling the roadmap apart. No amount of interface work would have fixed that; the disagreement had to be surfaced first.

Approach

• Ran workshops with executive leadership to get the competing views of the customer stated out loud and reconciled.
• Defined clear user segments and personas so prioritisation had a shared reference.
• Mapped the end-to-end customer journey, identifying where activation and retention were actually being lost.
• Introduced a product-led growth framework the team could operate without me.
• Made UX and interface recommendations against that framework rather than in isolation.