Marine Reillon, Product Marketing Manager, leads customer communication and go-to-market strategy for new features and platform updates at EMAsphere. Her mission is to ensure every user stays informed - without overwhelming an already stretched support team.

Challenge: Reaching Busy CFOs With Critical Product Updates

Before Jimo, EMAsphere lacked a direct way to communicate with users inside their platform, making it difficult to share updates and increasing pressure on their support team.

The Email Problem

EMAsphere conducts monthly platform updates requiring 3-4 hour maintenance windows. These updates deliver essential new features and improvements, but communicating them created major friction:

• Only 30% email open rates among busy CFO users

• 20-30 support tickets (or calls) per update from users caught off-guard during maintenance

• 1+ hour to deploy emergency communications via email campaigns

• Triple the work for multi-language communication (English, French, Dutch)

"We were targeting CFOs, and it's a busy audience. They get communication from everywhere, but it's not always easy to reach them, even when they are customers," shares Marine.

"We'd send emails about planned maintenance, but many clients didn't see them. Some would log in during downtime and immediately contact support, frustrated."

Beyond Maintenance: The Feature Adoption Gap

The communication breakdown extended beyond maintenance windows:

• New feature announcements got buried in crowded inboxes

• Emergency system issues took too long to communicate

• User segmentation for targeted messaging required complex CRM workflows

• Support team overload with repetitive, preventable inquiries

The team briefly considered building an internal in-product messaging tool with their 15-person development team, but quickly realized it would distract from their core mission.

"We thought about developing our own tool because we have a tech team of 15 people. But, this is not our job. Our job is to serve CFOs, not to develop a communication channel."

Solution: Real-Time In-Product Messaging

EMAsphere implemented Jimo to deliver maintenance updates, feature rollouts, and incident notifications directly inside their platform, reaching users exactly when and where they needed to see the message.

Why EMAsphere Chose Jimo

Several factors made Jimo the clear choice for EMAsphere's product-led growth communication needs:

• Speed to value: Integration took days, not months (Marine was live after a one-hour demo!)

• Marketing autonomy: Product Marketing manages updates independently, without pulling developers into sprint cycles

• Multi-language support: Automatic delivery in English, French, and Dutch with pre-built templates

• Native integration: Banners and pop-ups integrate seamlessly with EMAsphere's brand identity

• Cost-effective: Far cheaper than building internally or using enterprise alternatives

• Responsive support: Fast response and resolution of technical issues

"The calculation was fast. We didn't have an adoption platform before, and I could see that the features of Jimo were a fit for what we needed. Within a few days, I was able to create my own experience independently."

Implementation: From Setup to Success in Days

EMAsphere's implementation focused on solving their most pressing user communication challenges first.

Phase 1: Platform Maintenance Notifications

The team started with in-app banners for maintenance announcements:

• Pre-built banner templates in all three languages

• One-week advance notifications within the platform

• Automatic targeting to all active users

• 10-minute deployment for urgent updates

Phase 2: Expanding In-Product Communication

Once comfortable with the basics, EMAsphere expanded their use of Jimo:

• Feature announcement pop-ups for new capabilities

• Emergency incident banners for system issues

• NPS surveys for continuous feedback

• Contextual hints for platform navigation

"It's really intuitive to use. I'm starting to use Jimo's AI features too - when I'm creating a new tour, I just click where I want it to go. It's a good way to save time and also see if something in the platform could be improved, because the AI will show it differently."

Results: From Inbox Misses to 100% Visibility

The impact was immediate and measurable. Every active user now sees the right message at the right time, directly inside the platform.

Near-Zero Maintenance Support Tickets

The most dramatic improvement came in platform maintenance communication:

• 20-30 tickets per update reduced to near-zero maintenance-related inquiries

• 90% reduction in support time spent on preventable maintenance questions

• Virtually no customer complaints about unexpected downtime

• Support capacity freed for high-value customer interactions

"It went to zero, I would say. They are aware that the platform will be unavailable for a few hours. We don't get any frustration from that anymore, nobody from support gets any tickets on that."

90% Faster Emergency Communication

For urgent system issues affecting multiple customers:

• 10-minute deployment vs. 1+ hour for email campaigns

• Instant visibility to all affected users

• Immediate reduction in support ticket volume

• Proactive communication preventing customer frustration

"When we have an issue, it takes around 10 minutes to put it live to all our clients. The last time we had that, the support team told me that as soon as we put the banner up, they didn't receive any tickets."

Enhanced Feature Adoption and User Engagement

Beyond crisis communication, Jimo improved ongoing product marketing efforts:

• Higher engagement rates than email campaigns for feature announcements

• Improved user segmentation for personalized messaging

• Streamlined multi-language communication workflow

• Better feature awareness driving product adoption

Results at a Glance

• 100% visibility on maintenance updates among active users

• Near-zero maintenance-related support tickets (down from 20-30 per update)

• 90% faster emergency communication deployment (10 min vs 1+ hour)

• 30% email open rate complemented with guaranteed Jimo in-app reach

• 3 support team members freed to focus on strategic, high-value work

Key Takeaways: Best Practices for Product Communication

EMAsphere's success reveals critical strategies for product marketing and customer success teams:

1. Meet Users Where They Work

In-product messaging ensures critical updates never go unseen. Busy executives are more likely to see messages inside the platform they're actively using than in crowded inboxes.

2. Start with High-Impact, Low-Complexity Use Cases

Focus initial implementation on communication that directly reduces support burden. Maintenance notifications and emergency banners deliver immediate ROI.

3. Prepare Multi-Language Templates in Advance

For global B2B platforms, having pre-translated messages enables rapid response to urgent situations without scrambling for translations.

4. Empower Marketing Teams with Independence

When product marketing can deploy messages without engineering dependencies, teams move faster and iterate more frequently.

5. Measure Success Through Support Impact

Track how in-app messaging reduces support volume and response time as key indicators of communication effectiveness.

Looking Ahead: Advanced Segmentation and Personalization

EMAsphere continues expanding their use of Jimo for more sophisticated product-led growth initiatives:

Personalized onboarding flows for different user types:

• Power users who need advanced features immediately

• Occasional users (like CEOs) who need simplified navigation

• Champion users vs. basic users with tailored experiences

Along with continuous feedback loops using in-app NPS surveys to measure satisfaction and gather insights and AI-powered tour creation for faster feature education and onboarding, Marine believes they've found the perfect mix for growth.

"I would like to create specific experiences for users that are not using the platform very often... And also I have ideas for experiences depending on the type of usage of the platform. We're just scratching the surface. With Jimo, we can test, learn, and iterate - without heavy development work."

Why Teams Choose Jimo

When asked what made Jimo stand out, Marine highlighted:

Human partnership, not just software: "We're not just two systems talking, we're two teams working together. Every time I have a question or something isn't working, I get an answer really fast. My issues always get resolved within three days. That human support makes all the difference."

• Cost-effectiveness: Far cheaper than building internally or using enterprise competitors

• Fast time-to-value: Live within days, not weeks or months

• Continuous innovation: New features released monthly, including AI-powered capabilities

• Intuitive interface: No extensive training required—marketing teams can start creating immediately

Ready to Transform Your Product Communication?

Don't let another critical update get lost in an inbox.

If you're struggling with feature adoption, user communication, or support ticket volume from poor user awareness, Jimo can help you create engaging experiences that drive results.

Start your free trial today and see how in-product messaging can transform your product marketing effectiveness in just days, not months!

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