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Product activity after stagnant period

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 period

Hi [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]

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