EngageRocket · Customer Discovery Case Study 140% to goal (14 CD interviews vs the standard 10, from the CD Performance Scorecard), 4.3% interested rate.

EngageRocket has a mission to help leaders and companies drive better employee experience and performance at work. After having fundraised $5M and emerging as a winner in the SEA region, EngageRocket looked toward opportunity in US expansion with the goal of defining an ICP, identifying effective channels for connecting with them, and validating whether or not they could also scale their newest product quickly through a product-led growth model.

Facing the challenge of expanding to a new geography while also launching a new product, EngageRocket turned to JJELLYFISH for help answering several big questions: “Is there a specific segment in the US we could sell our current product to?”, “If we were to adopt a Product-led growth approach for our newest product, what would be the best way to get started?”, and “Is there an angle for a Sales-led approach - even for our newest product - to different segments at this stage of development?”

EngageRocket was unsure of the highest fit ICP, so we started by testing 6 distinct functions within mid-market tech companies, expanded to 9, and through our testing narrowed down to the 2-3 functions that felt the most pain. We did the same iterative outbound testing at the seniority level, where we found the most success with VP and Director/Head levels.

Our quick success at the top-of-funnel allowed us to make the most of our booked discovery meetings. Our qualitative findings from these meetings not only uncovered problem ownership for their newest product but also validated additional opportunities where EngageRocket could leverage their full suite of products. Because of the high level of founder collaboration, we were able to make thoughtful pivots complete with a group of meetings dedicated to a different ICP for a similar, yet separate set of problems.

In doing so, we saved EngageRocket a significant amount of time and resources, provided the data needed to inform their questions about product-led growth, drove product roadmap suggestions, and gave them a thoughtful strategy on which to build their US expansion.