Product activity after stagnant period
Go-to-market motion
Signal source
Product
Signal strength
Medium Intent
Why it matters
It’s common for product users to sign up, poke around, and go dark. It’s less common for them to suddenly come roaring back to life.
It may mean that a new business initiative or use case is being prioritized. Now might be a good time to reach out.
What to do
First get a handle on exactly who’s active in your product and what they’re doing.
Next, do a little digging into business priorities. Things like job listings and news events (think earnings calls, 10-Ks, and recent interviews with execs) can help you tailor your outreach.
Questions to inform outreach- What plan is the account on?
- What is the status of the account’s relationship with your organization?
- What department is the person part of?
- Is the person in a role with budget authority?
- What actions is the person taking in your product?
- What materials can you share to assist with research and decision-making?
How to do it
Here’s an outbound template to help you get the creative juices flowing:
Outbound template for product activity after stagnant periodHi [first name] 👋
Quick pulse check on how your experience with [product name] is going?
I work a lot with [names of current customers in the same industry] to help them [benefit that product unlocks related to inferred use case]:
[drop in quote or customer story]
If that’s a use case [company name] is looking to tackle, or if you have any questions, just let me know.
[Your name]
Related signals
Trial end approached
When someone’s free ride is coming to an end.Product
Surge in product log-ins
When someone is sharing their log-in credentials.Product
Security/terms page activity
When someone starts doing some serious digging.WebsiteProduct
Rapid rise and fall in product usage
When a company is putting your product through its paces.Product
Product link share
When a company is sharing the love.Product
Pricing page activity
When someone is comparing plans.WebsiteProduct
