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Top User Champions: Paid Account Insights for Product Managers

Identifying your most active and valuable users

Julie Zehntner avatar
Written by Julie Zehntner
Updated over 2 weeks ago

Summary

This play identifies your most active and valuable users within paid accounts. It creates a go-to segment for validating feature adoption, gathering product insights, and cultivating internal champions.Summary

Why this works

  • Feedback comes from experienced, high-value users

  • Anchors product decisions in real workflows, not assumptions

  • Opens doors for advocacy, beta programs, and user-led roadmap shaping


Goal

For the reader:

Build a trusted pool of expert users to drive product feedback and validation
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For the company:

Improve feature usability and roadmap direction by surfacing insights from top customers
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Accoil Signal

(1) Primary signal

  • Account = Paid

  • Strong feature adoption across core areas

  • High frequency of product use

  • High overall Engagement Score

(2) Additional insights (optional)

  • Usage concentration in a key feature (e.g., repeat event/activity)

  • Role = Admin, power user, or operational lead

  • Account characteristics = aligned with key customer segments (e.g., plan tier, size, industry)


Action steps

1. Build the Champion List

  • Use Accoil Segments or your CRM to filter by adoption, frequency, and engagement

  • Layer in filters for role and account type

  • Save the list as a living group β€” track how users evolve in or out

2. Activate for Product Feedback

  • Schedule 1:1 or group feedback sessions

  • Run targeted outreach for roadmap validation

  • Offer early access or surveys tied to key features

3. Use Connections to promote Advocacy

  • Invite to upcoming betas or experimental rollouts

  • Identify users to spotlight in internal case studies or testimonials

  • Reward through enablement or visibility, not just perks

4. Tailor Communication

  • Personalize messages to reinforce their role as a product partner

  • Emphasize their impact on future product direction

  • Keep the loop tight with updates, follow-ups, and thank-you moments


Supporting metrics

Metrics

How to measure in Accoil

Feedback Engagement

% of top users participating in research or roadmap input

Feature Validation

Adoption trends linked to validated or revised features

Upsell or Expansion

Revenue movement in accounts tied to top user champions



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