B2B Food Startup
User research for a food startup that wanted to implement an omnichannel advertising strategy to capture both customers and restaurant owners.
Problem Statement
A food startup sought to implement an omnichannel advertising strategy to target both customers and restaurant owners.
This required to survey current customers, restaurant owners, and sales development teams for a better marketing strategy.
Solution
I developed a data-driven digital marketing strategy focused on lead generation, specifically targeting office managers and decision makers of the organization.
My approach leveraged competitive research, user personas, and performance analytics to optimize engagement
and conversion rates.
Roles & Responsibilities
Analyzed the social media strategies, audience targeting, and top-performing ads of catering startups to identify market opportunities and enhance brand positioning.
Collaborated with the sales team to conduct a win-loss analysis, gaining insights into decision-makers’ purchasing behaviors and informing content strategies to address sales barriers.
Identified high-value keywords and integrated language from user interviews to optimize website copy for search engines while maintaining authenticity and relatability.
Leveraged tools such as Google Keyword Planner, SEMrush, HubSpot, and competitive intelligence platforms to identify key audience segments and inform targeted marketing strategies.
Partnered with product marketing and developers to align landing page experiences with paid digital ad campaigns, ensuring a seamless user journey from ad engagement to conversion.
Created marketing strategies based on user research and sales analysis, sharing key findings with product marketing, UX and web development teams to inform sprint planning and product improvements.
Built performance-tracking dashboards to provide visibility into marketing effectiveness and sales trends, enabling data-driven decision-making.
Developed website content and design guidelines that ensured consistency with digital marketing initiatives, improving engagement and conversions.
Standardized image sizes for websites and ads, reducing load times and streamlining A/B testing processes for improved marketing efficiency.
Target Persona
Stephanie
Executive Assistant
24 Years Old
San Francisco, CA
Needs
Needs a dependable vendor that delivers on time for company-wide meetings and team lunches.
Pain Points
Frustrated by catering services that arrive late, especially when timing is critical for meetings.
Quote
“We needed a reliable catering option for team lunches and executive meetings.”
Olivia
Founder
42 Years Old
San Francisco, CA
Needs
Relies on testimonials, case studies, and peer recommendations before making a decision.
Pain Points
Experiences trouble identifying trustworthy caterers due to mixed online reviews.
Quote
"Our company needed a reliable catering partner for ongoing meetings."
Brittany
Office Manager
23 Years Old
San Francisco, CA
Needs
Requires diverse meal choices to accommodate different dietary preferences (vegan, gluten-free, etc.)
Pain Points
Finds it difficult to cater to diverse dietary needs if a service has a restricted menu.
Quote
“We were looking for a cost-effective way to provide lunches for our team.”
Win/Loss Analysis
A win/loss analysis is a structured assessment of the factors influencing a prospect's decision to either become a customer or choose a competitor. By leveraging insights from our internal CRM system, I conducted a comprehensive win/loss analysis to identify key decision drivers. These insights informed future design sprints, ultimately contributing to improved conversion rates and business growth.
Company Name | Reason for Win/Loss | Key Takeaways |
|---|---|---|
Company A (Loss) | Competitor had a better loyalty program for repeat orders. | Implement a loyalty or rewards program. |
Company B (Loss) | Preferred a vendor with an in-house chef for customization. | Highlight menu customization options in sales pitches. |
Company C (Loss) | Delivery time was too slow for their business needs. | Improve logistics and set clearer expectations. |
Company D (Loss) | Competitor offered discounts for first-time orders. | Consider promotional discounts for new customers. |
Company E (Loss) | Needed more dietary options for their diverse team. | Expand dietary accommodations to capture more clients. |
Company F (Win) | Strong reputation and testimonials from similar companies. | Leverage case studies to drive trust. |
Company G (Win) | Recurring meal plans and seamless online ordering. | Push subscription-based offerings in outreach. |
Company H (Win) | Competitive pricing, high-quality food, and great reviews. | Pricing strategy is a strong advantage. |
Company I (Win) | Ability to handle large orders with last-minute changes. | Emphasize order flexibility in marketing. |
Company J (Win) | Flexible menu, excellent customer service, and reliability. | Maintain high service standards and menu variety. |
Insights Shared with
Product Marketing & Design
Problem | Action | UX/UI Reccomendation 1 | UX/UI Reccomendation 2 |
|---|---|---|---|
Competitor had a better loyalty program for repeat orders. | Make pricing transparency a priority and emphasize bulk discounts. | Create a cost calculator that shows price per person based on order size. | Add a “Best Value” or "Flash Sale" label on cost-effective meal plans. |
Delivery time was too slow for their business needs. | Improve delivery tracking and estimated time visibility. | Offer real-time delivery tracking via email/SMS. | Show estimated preparation & delivery times on menu page. |
Losses were often due to missing features (e.g., dietary options) | Improve menu filtering and allow more dietary customization. | Add filter options for dietary needs (e.g., gluten-free, vegan, nut-free) | Allow ingredient swapping for customizable meals where applicable. |
Empathy Mapping
I need a reliable catering service that delivers on time.
I hope there are no hidden costs or last-minute issues.
I want a stress-free process with easy ordering and clear communication.
Online reviews and social proof from other companies in similar industries.
Emails and ads promoting catering services for corporate teams.
Case studies and testimonials from businesses that use the catering service.
Recommendations from colleagues or peers in similar roles.
Feedback from employees about past catering experiences.
Social media conversations about the best catering options.
Does this service accommodate dietary restrictions?
Researches catering options on Google, LinkedIn, and Yelp.
Compares pricing and menu options from multiple vendors.
Original Page
There was a beautiful photo of San Francisco to show customers where we operate. However, it did not highlight our capabilities to serve meals to businesses.
As we focused on highlighting the location we operated in, the button blended in and was not as prominent leading to less users clicking to view more. As we spend money to send users to this page, we prefer they go through a journey.
Leveraged tools such as Google Keyword Planner, SEMrush, HubSpot, and competitive intelligence platforms to identify key audience segments and inform targeted marketing strategies.
We adjusted our landing page copy to highlight our value proposition and provide context to our services.
The CTA button became bigger and more prominent to allow users to quickly understand the action we want them to do after landing on the site.
We used real customer photos to reinforce our value proposition and providing users with more context at what we do.
Optimized Page
Performance Metrics
*Not actual metrics. Modified for privacy.
Developed a targeted advertising strategy by identifying the needs of our ideal customer profile, crafting compelling ad copy, and collaborating with designers to create a cohesive landing page experience. This resulted in higher performing ads, increasing impressions, clicks, and click through rates (CTR) compared to previous campaigns.
Conducted user research and cross functional collaboration by interviewing top buyers, analyzing customer service insights, and identifying key pain points. This informed a redesigned landing page that increased sign ups and drove our Cost Per Acquisition down saving us ad budget.
Optimized the landing page experience, leading to a 27% conversion rate increase month over month and increasing pipeline.
Based on my findings, the product marketing team enhanced the landing page by removing distractions and adding user generated content.
This enabled customers to visualize the value propisition more efficiently which led to an increase in conversion and increased win rate.