Whois: Artem Shevtsov (@shevsaw)

Role: Product Marketing Manager

Scope: ~3 months, two parallel tracks

Hired: iSpeedToLead — real estate leads marketplace for US flippers, wholesalers, and investors

Context

Three goals ran in parallel:

1. Activation — more registered users making a first purchase on the platform (even a single ~$100 buy counts as activated).
2. CAC — lower cost to acquire one activated user.
3. FPM adoption — grow usage of the paid auto-buy radar. Users set filters and a minimum $900/mo budget on file; the system buys matching leads automatically. Not a classic subscription, but behaves like one because the service stops without reserved funds.

The Problem

Before changes:

• The only onboarding video was generic motivational content — it did not map the product UI or reduce first-session friction.
• New users hit a dense lead feed and filter panel with no guided path.
• The welcome email series was 15 long, unstructured messages — no clear arc from signup to first buy.
• Checkout for new users carried extra elements irrelevant at first purchase.
• The FPM signup flow overloaded users in one screen — high cognitive load, unclear steps.

What I Did

Marketing knowledge base (Obsidian)

In-product activation