Case Study

Simplifying Messaging to Double Conversions

How Array Transformed Their Marketing Approach with the BBQ Test Framework

100%

Increase in lead-to-MQL conversion

28%

Reduction in sales cycle length

42%

Increase in demo-to-trial conversion

The Challenge

A Messaging Disconnect

When I joined Array as Product Marketing Manager, our lead qualification process was broken. Despite having a simple, powerful product—a digitized form builder that moved paperwork to the cloud—our marketing qualified lead (MQL) pipeline was underperforming. Conversion rates were dismal, with only 8% of leads converting to MQLs compared to the industry average of 15-20%.

Key Messaging Challenges

Technical jargon overload: Our messaging described our platform as an "enterprise-grade workflow automation solution with cloud-native architecture"
Audience mismatch: Frontline workers like technicians and mechanics couldn't relate to our complex messaging
Clarity gap: Prospects frequently asked, "So what exactly does your product do?" during initial sales conversations
Extended sales cycles: Confusion about our offering unnecessarily lengthened the buying process
Value proposition buried: The actual simplicity of our solution was lost in buzzwords and technical terminology

The root cause was immediately apparent: we were drowning potential customers in technical jargon and buzzwords. While technically accurate, this complex messaging completely missed the mark with our target audience: frontline workers who simply needed a reliable way to complete forms in the field.

The Solution

The BBQ Test Framework

To address this misalignment, I developed and implemented what I called the "BBQ Test" framework—a simple premise: if I had to explain our product to someone at a backyard barbecue who wasn't in tech, what language would I use? This framework became our north star for messaging transformation.

Field Research Approach

Rather than making assumptions from our office, I initiated direct contact with frontline workers through:

On-site visits: 12 current customers observed using our product in daily workflows
Cold calls: 27 prospects across target industries to understand paperwork pain points
Ride-alongs: 8 sessions with windmill technicians and mechanics to witness form-filling challenges
User interviews: Gathering real quotes like "I just need something that works without internet"
Data-driven testing: A/B testing 5 distinct messaging variations across website and email campaigns

The Approach

Revolutionizing Messaging with Simplicity

Drawing inspiration from Chip and Dan Heath's book "Made to Stick," I applied their SUCCESS framework to transform our messaging into something that resonated with our actual users.

1. SUCCESS Framework Application

Simple: Reduced value proposition to "Complete forms anywhere, even offline"
Unexpected: Highlighted automatic syncing when connectivity returned
Concrete: Used examples like "Fill out inspection forms with greasy hands using voice commands"
Credible: Featured testimonials from actual workers in target industries
Emotional: Connected to the frustration of paperwork getting damaged or lost
Stories: Incorporated real user stories about time saved and errors eliminated

2. Cross-Functional Collaboration

This transformation required alignment across the organization:

Sales team workshops: Practice sessions with new simplified pitches
Product team partnership: Aligning feature development with discovered pain points
Customer success training: Ensuring consistent messaging throughout customer journey
Feedback loops: Bi-weekly sessions for sales to report on prospect reactions

3. Messaging Architecture Implementation

With validated messaging in hand, I rebuilt our entire communication framework:

Website overhaul: Reduced word count by 40% while increasing clarity
Industry landing pages: Created with tailored examples for each vertical
Visual-first sales deck: Showed the product in action rather than describing features
Field demonstration videos: Featuring actual users in real environments
The 30-second test: One-pager that passed the BBQ test for immediate comprehension

The Results

Remarkable Transformation

This methodical simplification of our messaging delivered remarkable results across all key performance indicators:

16%

Lead-to-MQL conversion (doubled from 8%)

28%

Reduction in sales cycle length

42%

Increase in demo-to-trial conversion

Additional Impact

23% decrease in customer acquisition cost
18-point improvement in Net Promoter Score
Clearer expectations throughout the customer journey
Product delivering exactly what was promised to new customers

Key Learnings

Core Marketing Principles Reinforced

This initiative reinforced several important product marketing principles that became foundational to our approach:

1. Simplicity Trumps Comprehensiveness

Our target users didn't care about our "cloud-native architecture"; they cared about completing forms faster with fewer errors. Focusing on the practical benefits rather than technical features resonated much more effectively.

2. Field Research Is Irreplaceable

The insights gained from watching actual users interact with our product in their environment revealed pain points and use cases we never would have discovered otherwise. Real-world observation trumped office-based assumptions.

3. Common Language Creates Connection

By adopting the vocabulary our users actually used in their daily work, we created instant rapport and understanding. Speaking their language built trust and eliminated the translation burden from our communications.

4. The BBQ Test Is Universal

If someone can't explain your product in simple terms to their neighbor, your messaging needs work—regardless of how technical your product actually is. This simple principle became our standard for all future communications.

5. Data Should Drive Messaging Decisions

By systematically testing different approaches and measuring the results, we eliminated subjective debates about what "sounded good" and focused on what actually worked. This data-driven mindset transformed our marketing culture.

Conclusion

The success of this messaging transformation became a template for how we approached all future marketing initiatives at Array, ensuring that even as our product grew more sophisticated, our communication remained refreshingly simple and effective.

By focusing on clarity and customer-centric language, we not only doubled our conversion rates but fundamentally transformed how our entire organization communicated about our product—proving that sometimes the most powerful marketing innovation isn't a new channel or tactic, but simply speaking the same language as your customers.