Quadrant 2 is a mission-driven tech company focused on solving privacy and communication challenges in the digital age. Their product, Jotto, is a video feedback tool that allows organizations to gather authentic input from their communities—without compromising user privacy. Designed to serve nonprofits, advocacy groups, and event-based organizations, Jotto ensures data protection while strengthening communication.
As the product reached readiness, Quadrant 2 faced two key questions:
While Jotto’s privacy-first model was compelling, its use cases varied. The team needed clarity on ideal users and strong feedback loops to shape positioning, messaging, and product direction. The challenge was not only launching the product—but doing so in a way that would surface its strongest features and define its audience early on.
We began by testing the product in real-world conditions. Our team initiated a three-week pilot in partnership with several event-organizing NGOs, using Jotto as a communication tool for ongoing updates during the event. More than 30 users participated in the test, which proved instrumental in surfacing key insights.
The feedback revealed one clear winner: push notifications. Users valued real-time updates and ease of use, particularly for time-sensitive schedule changes. This finding helped reposition Jotto as not just a feedback tool, but a two-way communication platform.
With that insight, we moved into broader outreach. We first refined the messaging across channels—including website copy and product communications—to reflect the feature users cared about most. Then, we designed a structured, four-phase outreach strategy targeting both NGOs and other organizations that run events, host workshops, or rely on community interaction.
The outreach effort was built around content personalization. We developed over 10 outreach templates that could be tailored in minutes, making it possible to show each lead a version of Jotto that used their own content or context. This approach made demos more relevant, easier to share internally, and more effective at moving leads down the funnel.
We reached out to more than 1,000 organizations, with a 32% response rate. On average, we booked at least two demo sessions per week, consistently creating new conversations and opportunities.
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