Introduction
Effective expansion isn’t just about identifying potential opportunities—it’s about communicating them at the right time with relevant, personalized messaging. By automating expansion-focused outreach based on each customer’s usage patterns and engagement level, your team can introduce new features or upgrades that align with their needs and goals. This article will guide you in setting up automated expansion messaging, allowing you to scale your expansion efforts while maintaining a tailored approach.
Step 1: Segment Customers Based on Expansion Readiness
To deliver relevant expansion messaging, start by segmenting customers according to their readiness and alignment for additional products or features.
-
High Usage and Engagement: Identify customers who are actively using multiple features or have high engagement with core functionalities. Use Adoption Explorer to segment these high-usage accounts, targeting them with messaging that promotes advanced or complementary features.
-
Lifecycle Stage: Tailor expansion messaging based on each customer’s lifecycle stage. For example, customers in the Adoption or Growth stage might benefit from new feature introductions, while those nearing renewal could be presented with package upgrades that offer enhanced value. Use Journey Orchestrator to create stage-specific campaigns that align with each phase.
-
Fit for Upsell Opportunities: Segment customers by their use case to identify those with a high potential for upsell. For example, if a customer primarily uses your product for data analysis, they may be well-suited for an advanced analytics package. Targeting by use case enables you to deliver highly relevant recommendations.
Step 2: Automate Targeted Messaging for Expansion
With segments in place, automate messaging campaigns that introduce expansion opportunities based on each customer’s profile and engagement trends.
-
Send In-App Prompts for Relevant Features: Use Gainsight PX to deliver in-app messages that introduce specific features or upgrades relevant to the customer’s usage patterns. For instance, if a customer frequently accesses analytics tools, prompt them with a message about advanced reporting capabilities.
-
Create Automated Email Campaigns for Upsell and Cross-Sell: Set up email campaigns targeting customers with specific expansion recommendations. For example, if a customer has adopted most core features, send an email highlighting the benefits of premium or advanced features. Use Journey Orchestrator to automate these campaigns based on customer data and engagement levels.
-
Use Engagement-Based Triggers for Messaging: Configure Rules Engine to trigger specific messages when customers reach certain engagement milestones, such as frequent use of advanced tools. These messages can introduce additional features or suggest an upgrade aligned with their growing engagement.
Step 3: Refine Expansion Messaging Based on Performance
To maximize the effectiveness of your expansion messaging, regularly analyze performance data and adjust messaging to better meet customer needs.
-
Monitor Engagement and Conversion Rates: Use Dashboards to track key metrics like open rates, click-through rates, and conversion rates for each expansion campaign. Identify which messages resonate best and which may need improvement.
-
Adjust Messaging Based on Customer Feedback: Gather insights from customers and CSMs to refine your messaging strategies. Use Surveys to collect feedback on messaging relevance and clarity, enabling you to make data-driven adjustments.
-
Test Different Timing and Content: Experiment with the timing and content of your messages to determine the most effective approach for each segment. For example, test different message formats (e.g., in-app vs. email) or delivery times to see what generates the highest engagement for each customer group.
Next Steps for Success
With automated expansion messaging in place, monitor performance data and continuously refine your campaigns to ensure customers receive timely, relevant outreach that encourages them to explore new features and upgrade options.
Explore More: