Launching Motive eCommerce Search

The product launch of Motive eCommerce Search in 2022 was both a challenge and a success. After validating product-market fit hypotheses in a February soft launch for Betas, we were ready to launch our no-code solution in June.

Our roadmap during these months was focused on accelerating growth by increasing our addressable market exponentially.

To achieve this, our growth strategy focused on three key areas: integrating with eCommerce platforms beyond Prestashop, creating a strong partner programme with eCommerce agencies and opening new international markets in Europe.

This growth and consolidation were made possible by differentiating value as a product in the online shopping sector: privacy, ethics and trust, which are fundamental company values and premises when designing products.

Our plugin enhances the online shopping experience by improving search functionality while maintaining shoppers' trust as it does not track or share their data. This has become a differentiator for users. In fact, according to a McKinsey study, 53% of respondents said they would only decide to buy from a brand after checking its reputation for privacy and personal data protection.

In terms of working methods and prioritisation, the dynamic nature of the product and the industry means that agile teams and aligned work across all departments are essential.

At Motive, Go-To-Market (GTM) teams work aligned in sprints and with common goals to drive product value from every perspective. Scaling is a cross-functional effort, reflecting Motive's collaborative approach.

This collaborative approach has enabled consistent growth by incorporating continuous small improvements and shared synergies from engineering, product, customer success, sales and marketing teams.

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Within the GTM management team, my focus was to facilitate, align and orchestrate these various cross-functional initiatives, particularly in activating lines of work in the communications, marketing and growth teams. In addition, my role included a percentage of execution as an individual contributor to the Growth Marketing team.

Marketing manager:

• Defining strategies with the Motive leadership team and stakeholders: CEO, CMO, CFO + Scrum Masters
• Communicate, align and work on the roadmap for campaigns, promotions and weekly deliverables.
• Review customer journey touch-points with the GTM management team and work on conversion improvements and optimisation
• Monitor metrics, weekly reports, feedback loops and analytics to implement improvements

‍Growth Marketer:

• Manage new customer acquisition campaigns with the sales team
• Lead Management: Create demand generation and capture systems, sales pipeline, lead capture, qualification and nurturing
• Customer acquisition through our Partner Programme (Agencies)
• Marketing Platform through partnerships with Prestashop and WooCommerce
• Creation of sales enablement material for 4 markets (Spain, UK, Portugal and Italy)
• Working with the Product Teams on PLG strategies to increase trials (Product-led growth)
• Improve activation and onboarding processes, increase the setups and first product value perceived
• End-to-end event organisation and expos in Spain and the UK (eShow Madrid, Barcelona, London)