Overview

Quarterly roadmaps usually happen over –  you guessed it – a calendar quarter. They help to bridge the gap between the early planning stage (when the latest product vision is still in its vague infancy) and the specific planning phase (when all the details are meticulously laid out). 

A campaign based around this quarterly product roadmap can help you illustrate the product's direction, specifically detailing what marketing actions you'll take to achieve your goals and what stakeholders can anticipate. This planning typically allows teams to focus on the right customer needs at the right time. 

B2B marketers always want to inform customers of new product updates to improve adoption and drive revenue. But customers have varying interests depending on their use cases, organization, and investment in your product. And some customers may not even have access to your highest tier features!

Plus, when you account for the added fluctuation complexity of retention, market expansion, and conversion goals, you might be left wondering: How can I appropriately target product release news about what's new to drive maximum adoption without spamming my entire customer base?

That’s right: Quarterly product roadmaps. Just leverage Census data activation to build granular segments of your customers and tailor new product campaigns to specific customer experiences and engagement levels with your platform. Now, you can streamline your product planning initiatives and account for the ebb and flow of your customers’ needs.

Use Case

Build your quarterly product release campaigns around new features in just 3 simple steps.

Step 1: Identify signals in the warehouse

Leverage behavior data from our website and app, along with data from our CRM. Census helps you activate all the 360° customer data in the warehouse.

Some signals you might want to leverage for this use case:

• App: product feature usage, in-app behavior, and product analytics
• CRM: Plan tier, renewal date, job titles, organization members
• Website: Product pages viewed, blogs viewed, time on page

Step 2: Build a customer profile

Build audiences and segment customers to ensure that you deliver only relevant content and product information. For example, customers that own "product" should receive campaign content about new product enhancements released for “product A”. However, if a particular customer also attended a webinar about "product" they can start receiving offers for "product"as well.

Step 3: Orchestrate Campaigns

After creating audiences in Census Segments, you can activate them across key channels like in-app messaging and new product email campaigns. 

You can also use Reverse ETL to sync these signals to your CRM to inform the sales team of any content that they've engaged with that may indicate a new use case or product interest that they were previously unaware of. 

By better personalizing quarterly release campaigns we can drive more platform adoption and usage simply by better targeting the content to our customer's own product usage.