For more than three years, Momentive Software (formerly Community Brands) has partnered with Clozd to capture direct customer feedback around their numerous product lines. And now, thanks to Flex Interviews (asynchronous video or audio interviews) they’ve been able to expand their program beyond their enterprise products by collecting in-depth—and affordable—feedback about their mid-market products. As a result, they’ve pinpointed specific areas where they can improve their marketing and sales efforts as they move forward.

Moving beyond enterprise products

After their first round of win-loss interviews back in 2021, Momentive Software (formerly Community Brands) quickly realized that they wanted more—more feedback, more data points, more insights.

“We started with our largest growth product, because we thought that if we could increase our win rate by one percent for a product that was doing really well, then it could lead to a big jump in revenue,” said Tirrah Switzer, Momentive Software’s senior director of product marketing. “We had a lot of success, so we hyped it up and everyone else wanted to be part of it. We ended up doing four different rounds with four different products our first year. And then we ended up going into a yearly contract with Clozd.”

Since then, their win-loss analysis program has continued to help them understand why they win and lose deals and how to improve their strategies. They deploy interviews strategically, capture valuable feedback, share the insights broadly, and enjoy a strong return on their investment.

One specific area, however, was a consistent stumbling block: The cost of interviews was prohibitive for their mid-market product lines.

“One of the things we struggled with was that we have a pretty wide range of products—from mid-market to enterprise,” Tirrah said. “And when you look at the cost of doing a third-party win-loss program, it’s not always something you can justify for mid-market products. So we really saved the interviews for our enterprise-level products, because that’s where the highest ROI was.”

So even though they’d been supplementing their interview program with surveys—a more affordable option—to capture (often high-level) feedback, a robust win-loss program for those products was out of reach.

“We’ve done interviews with Clozd, and for one of our mid-market products we started using buyer surveys,” said Jessica Lovell, a senior product marketing manager at Momentive Software (formerly Community Brands). “We had a decent response rate, so we were getting data—but it also felt like there was some information we were missing out on. But for this product, it didn’t make financial sense to do the full interviews.”

Enter asynchronous Flex Interviews—a new option for companies that, like Momentive Software (formerly Community Brands), want to scale their win-loss program and collect more fresh insights. Looking for a way to capture deeper feedback at scale, they decided to give Flex Interviews a try—and they’ve been thrilled with the results.

Exceeding expectations

Clozd created Flex Interviews to help clients scale their win-loss analysis programs by conveniently collecting feedback from a broader range of buyers.

For the Momentive Software (formerly Community Brands) team, who had jumped in as one of the first groups to beta test the new product, the process was simple: Clozd recorded the questions that the Momentive Software (formerly Community Brands) team wanted to ask, and their buyers submitted their feedback asynchronously—and in their own voice—through audio recordings.

“In all honesty, I wasn’t really sure what to expect,” Tirrah said. “Would people just say one sentence? Would they be super quick about it? Would it end up still being kind of like a survey? But it didn’t end up that way, which was really nice. People took the time. They answered the questions. They gave multi-sentence answers. So I’d say it was definitely—not that I had an expectation, but compared to the worst-case scenario that was in my mind—it was way better than that.”

And while Flex Interviews don’t quite feature the adaptability and depth of traditional live interviews, they still deliver personalized and powerful feedback.

“The results we got far surpassed what we’d been getting from our buyer surveys,” Jessica said. “In our surveys, it sometimes felt like they were just trying to get something off of their plate. For the Flex Interviews, I felt like they gave very thorough responses. It’s not quite the same as live interviews because they can’t respond in the same way, but if you’re looking for that sweet spot in between, it’s perfect. We’ve gotten so much more thorough and insightful responses from our buyers.”

In this case, asynchronous Flex Interviews provided an option for Momentive Software’s team to capture meaningful feedback in a way (and at a cost) that’s more accessible.

“Flex Interviews really opened up a way for us to get really great feedback from our mid-market products—and made it very affordable to do so,” Tirrah said. “That’s really one of the greatest things for us. Yes, we surveyed people. But surveys by nature are limiting—and you didn’t hear directly from a customer or prospect—whereas the Flex Interviews allowed us to hear directly from that customer or prospect and get a lot more detail than a survey gives you.”

Expanding their use cases

After an initial round that delivered strong results, Tirrah and Jessica are now exploring different ways they can utilize both Flex Interviews and premium live interviews moving forward.

One way is to supplement their compete program with additional feedback around their product and the market. In these efforts, they’re working with Clozd to innovate as they continue to identify and meet their customers’ evolving needs.

“We’ll see if we can pull out additional insights about our products and what our buyers think about them,” Jessica said. “We’ve really enjoyed our experience with Clozd. We recently had a roadmap session with the Clozd team, and seeing the future of Clozd and how the product is evolving, we’re really excited to see what kinds of insights we can get. It’s been super impactful already and definitely a worthwhile investment for our company.”