A data-driven product adoption strategy

Linx Impulse was a suite of products with multiple features, but the value customers gained depended on how effectively they used them.

We already tracked product adoption through usage rates: the percentage of available features each customer actively used. We also had a quarterly target for increasing adoption.

What we lacked was communication that helped customers understand how their usage compared with similar businesses and what they could gain from exploring more features. We needed to engage the right customers with the right products.

Working with Product and Customer Success, we identified strategic customer segments, prioritized the products we wanted to promote, and designed an email campaign in which every element served a specific purpose.

• →Monitoring: Each customer received a personalized product usage metric, making it easier to track their performance and understand whether they were making the most of the features available to them.
• →Social proof: We compared each customer's usage with the average for similar businesses, drawing on the principle of social comparison.
• →Insights: We highlighted relevant features and summarized the benefits of activating them.
• →Call to action: Depending on the strategy, customers were directed to their dashboard, the Feature Lab, or a conversation with their account manager.

Product usage finished the quarter 20% above target, supporting our hypothesis that showing customers how their usage compared with similar businesses could encourage them to revisit features they already had access to.

• →Product usage exceeded the quarterly target by 20%.
• →Company-wide NPS improved by 24%, a relative increase observed alongside broader Product Marketing initiatives, including this campaign.
• →Closer customer relationships and product usage outcomes were among the main factors customers highlighted, both central themes of the campaign.