Introduction
Effective expansion campaigns require a data-driven approach that targets the right customers at the right time. By leveraging customer usage data, engagement signals, and tailored messaging, CS teams can drive upsell and cross-sell opportunities with precision. This article outlines how to design expansion campaigns that align with customer needs and business goals.
Step 1: Identify Customers for Expansion Outreach
Customer segmentation is key to targeting expansion-ready accounts.
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Segment customers based on health scores and product usage: Use Scorecards to identify accounts with strong adoption and expansion potential.
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Leverage engagement trends: Analyze customer activity in Dashboards to find users interacting frequently with premium features.
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Use whitespace analysis to uncover gaps: Review missing product adoption to tailor expansion outreach based on unmet needs.
Step 2: Create Personalized Expansion Messaging
Personalized content increases engagement and conversion rates.
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Tailor messaging based on customer behavior: Craft targeted emails and in-app messages using Journey Orchestrator.
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Highlight relevant success stories: Show how similar customers benefited from an expansion to encourage adoption.
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Address objections proactively: Provide data-driven insights on ROI and use case validation to support the expansion pitch.
Step 3: Align Campaigns with Sales for Seamless Execution
Collaboration between CS and Sales ensures expansion efforts are coordinated.
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Use CTAs to flag high-potential leads: Create CTAs to notify Sales when expansion signals appear.
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Sync expansion campaign data with Sales: Share insights from campaign engagement metrics in joint planning sessions.
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Monitor expansion lead conversion rates: Track campaign performance in Dashboards to refine targeting and strategy.
What’s Next
Defining the right target audience and messaging is just the first step in an effective expansion strategy. The next step is to automate and execute these campaigns to ensure consistent, scalable outreach. Learn how in the next article: Automate Expansion Campaigns with Journey Orchestrator.
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