Engaging and winning over free trial users with Shawn Herring
In this episode, we find out how and why Shawn Herring implemented a B2B secret shopper experiment at PandaDoc. We uncover the biggest gaps and challenges that customers experienced when trying to buy PandaDoc's software. Shawn explains how beneficial it is to carve out a marketing role that is completely dedicated to fixing the buyers journey. Shawn tells us about how coupling prospect and customer data with his secret shopper experiment allowed marketing and product teams to come up with lots of solutions to make buying and using PandaDoc as a first-timer simpler and more useful during a free trial.