Situation
The company:
At Semrush, a visibility management and content marketing B2B SaaS platform with 10M users and global products (130 countries).
The product:
I managed a portfolio of 3 SEO Keyword research products within the Semrush platform:
- Keyword Magic Tool
- Keyword Overview
- Keyword Manager
Context:
I had to create a new product strategy for SEO keyword research tools as my first task as a newcomer. These tools were among the oldest parts of the Semrush B2B Saas platform and were included in all the subscription plans.
Task
My task was to find new growth areas for the product.
The key metrics that I was targeting were:
- Profit growth,
- User retention,
- Market growth (growing the number of new users) and activation (converting these new users to permanent returning users).
Action
I conducted several types of research:
- User research (including a poll and about 20 interviews within 2 months),
- Data analysis (in Tableau),
- Market research,
- Trend analysis, etc.
Results
Within 3 months I identified 4 growth areas that were linked to both current and new users and to the target metrics.
Period
Around 2021-2022
