Q4 2024 - Q2 2025

Designed and launched an AI-powered onboarding and sales enablement program that used segmentation and high-touch engagement to lift activation rates by 27% across diverse user segments.

Challenge

Mylio’s onboarding process was designed to help new customers activate quickly, but it lacked structured guidance for the teams delivering it—and no equivalent system existed for the sales team. Both functions relied on ad hoc notes and inconsistent conversation flows, making it difficult to gather reliable customer data, prioritize leads, or tailor the experience by audience type.

Approach

When Mylio transitioned to HubSpot, I led the design of a dual-purpose enablement system—equipping both onboarding and sales teams with HubSpot Playbooks that acted like guided forms.

• Onboarding Playbooks: Standardized the high-touch activation process for new customers, ensuring every call captured key usage goals, setup progress, and potential adoption risks.
• Sales Playbooks: Provided script outlines for both B2B and B2C leads, prompting reps to ask the right questions and surface the most relevant product benefits.
• Persona Mapping: Integrated persona selection into both playbooks, enabling personalized onboarding flows and ensuring data consistency across sales and onboarding interactions.
• Data Integration: All playbook fields synced directly to the contact record, feeding into lead scoring models to help prioritize follow-ups and allocate team resources.
• Market Insight Discovery: During rollout, I revisited the initial assumption about aesthetic medical providers and, through persona tagging, identified archivists as a higher‑intent B2B segment—informing a GTM shift and targeted messaging (detailed in a separate case study).

See Persona Mapping case study for more details.

Execution

• Segmented Journey Design: Built activation journeys for high-touch vs. self-serve customers, integrating AI-generated email sequences to match the customer’s persona and onboarding stage.
• Sales Enablement: Trained the sales team on using playbooks live during calls, ensuring data capture without slowing the conversation.
• Persona-Driven Content: Delivered persona-specific onboarding guides, reference materials, and targeted follow-up campaigns in HubSpot. Trained onboarding specialists to adapt tone, examples, and recommendations based on the customer’s mapped persona.
• Measurement Loop: Used HubSpot dashboards to track playbook usage, persona distribution, and conversion/adoption metrics.