New product and feature launches are generally a great opportunity for your marketing team to reach out to all your customers with broader messaging, but account management teams can add value at times like this, too.
#Hey just checking on you upgrade#
When a customer might be ready to upgrade On average, about 40% of recipients did start a conversation (and even more than that responded to messages with a GIF included ? ) 2. Sending this message in-app meant we’d be able to target customers when they were primed to check or send messages, and put these tips into practice or start a conversation with us. For this type of outreach, we’ll also share content our marketing team has put together, like our Starter Kits – but with added context on why it’s relevant to this particular group of customers. In this example, our analytics team had pulled together some statistics on the best time to send messages, which we shared with a group of our larger message senders. Messages like these are designed to “level up” customers who’ve become power users by sharing tips to help them optimize their usage of that feature and keep their usage consistent. Here are three behaviors that have been particularly effective signals for us to send a personalized, behavior-based message: 1. We don’t need to run complex SQL queries or ask developers every time we want to learn more about which customers to reach out to first and what to say to them. With Intercom installed inside Intercom (“Inception”, anyone?), we’re able to track who our users are and what they do with our products, in real time. Having live data about our customers in Intercom has helped us build scalable processes to do this. To accomplish this we leverage material like our docs, blog posts, webinars and books, which can help our customers see success quickly. We always aim to add value to every interaction rather than simply look to close a deal. This is the business equivalent of getting a ‘sup? text from an acquaintance you barely know and haven’t seen in agesįor the account management team at Intercom, this meant moving away from “just checking in” messages and going deep into our data, understanding how our customers use our product and spotting ways they can use it better – be it through trying new features or adding a new product.Īs we scaled out the team, we set out guiding principles around how we’d communicate with our existing customers. This isn’t just important before a sale closes, either – increasing customer lifetime value involves building and maintaining customer trust once the deal is done and they’re signed up to use your product. For sales teams, it’s now more important than ever to find a way to connect with customers personally and cut through the endless noise of transactional messages.
Buyers are more informed than ever, and face-to-face engagement forms only a tiny part of the buyer-seller relationship. As sales trainer John Barrows recently told us, “We have to stop spamming people, both on the sales and the marketing side.”īuyer/seller dynamics have shifted in many ways thanks to messaging, and especially in SaaS.
It feels lazy, looks spammy, and it more than likely isn’t going to elicit a response because – guess what – everyone else is doing it too. Untargeted outreach like this is the business equivalent of getting a “‘sup?” text from an acquaintance you barely know and haven’t seen in ages. Let me know if I can help with something!” On the other hand, it’s now really easy to spam 50 people. On the one hand, it’s now really easy to send out a message to 50 of your customers to say “Hey Eric, just checking in to see how you’re getting on. When it comes to engaging with customers, modern messaging tools can be a blessing and a curse to relationship management teams.
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