Summary

Typical tasks of a Product Marketing Manager

How this helps

Understand which customers are thriving and which need attention. Customer Health insights help you proactively reduce churn and improve engagement.

With the right data, you can track customer adoption, ongoing engagement, and overall health. Instead of waiting for churn, you can spot risks early and step in to support customers before they disengage. Keep reading to see how customer health insights help you drive retention and long-term success.

Typical tasks for a Product Marketing manager

Task	How Accoil Analytics Helps
Product Positioning and Messaging Ensure your messaging speaks directly to your audience and stays consistent across all marketing channels.	Fine-tune your content. Adjust messaging based on what works. Use Accoil to track which features customers truly engage with—not just what they say they like.. Identify in-app actions that lead to real value. Build customer profiles showing which users and accounts are getting the most out of your product. Find the Hook. What makes users go “This is it!”? Use customer health scores to see how engagement shifts before and after campaigns. Test, tweak, repeat. Experiment with different messages and track their impact. Use trends to refine your approach.
Advanced Customer Segmentation Segment customers beyond basic demographics by understanding their actual product usage and engagement.	Segment by behavior. Group customers based on how they interact with your product, their account size, and their engagement level. Find your power users. Spot big accounts and the key players who drive the most value. Trial vs. Paid. Easily segment trial users, paying customers, and those at risk of dropping off. Trigger campaigns at the right time. Move beyond generic, time-based outreach. Use real product data to engage customers when it matters most. Tailor messaging. Guide different customer types, whether they’re new or advanced, to the right features. Identify accounts that need a nudge. Find customers who need help seeing value and re-engage them.- Unlock hidden opportunities. Target users who haven’t explored key features yet.
Customer Research and Analysis Go beyond vanity metrics—spot opportunities for growth and prevent churn.	Understand what your customers actually need. See how people interact with your product and tailor your strategy accordingly. Find your biggest fans. Identify power users and engaged accounts to learn what they love and attract more like them. Help struggling users. Spot users who aren’t seeing value and engage them with personalized support. Refine your approach. Use real insights to fine-tune marketing, messaging, and outreach efforts. Create content that matters. Base your content strategy on what customers actually use and value.
Report on Marketing ROI Focus your efforts on segments that show genuine interest. Optimize your marketing to ensure a better return on investment that you can report on.	This may be more correlation than causation, but you know that end-to-end attribute is marketing’s White Whale. We’ll keep chasing it, too. But for now, we think you can use campaign launch dates and product engagement changes to find campaigns that work. Watch for the shifts. See how customer engagement changes after a major marketing campaign. Did engagement, activation, or adoption increase? Winning. If not, keep testing and watching the data. Showcase. Highlight underutilized (but oh-so-valuable) features to relevant segments and see how product engagement changes within that segment.
New User Activation to boost Sales Understand what gets new users hooked—and keep them engaged.	Send nudges when they matter, not some predetermined time. Use your account- and user- level activation scores to spot users who are just a step away from that activation threshold. Craft catchy, personalized messages to nudge them towards those key actions when they’re close, not just “After 7 days”. Convert more trial users to paying customers. Slice and dice your user data to figure out who needs an extra push. Tailor your campaigns to get them using your high-value features and get more customers over that finish line.
Reduce Churn Identify early warning signs and take action before customers leave.	Pinpoint at-risk customers. Use engagement signals to find users who might churn—and step in before it happens. Launch targeted campaigns. Create customer segments based on behavior that suggests disengagement and trigger re-engagement efforts.- Stay ahead of churn. Use activation and adoption scores to ensure more accounts get value from your product and stick around.
Align Marketing Strategies Across Teams Ensure Sales, Marketing, and Customer Success teams are working towards the same goals with real customer data.	Use real product data to plan ahead. Create customer profiles that highlight valuable engagement patterns and use them to shape your growth strategy. Find the biggest growth opportunities. Use product usage insights to decide where to focus; expansion, retention, or conversions. Share insights seamlessly. Send key engagement data to Sales, Support, and Marketing through tools they already use, like Slack, HubSpot, and Intercom

How to Optimize Accoil for PMMs

To maximize the benefits of using Accoil, follow these steps to set up and utilize your Customer Health profiles effectively.

Step	What it does	Metrics to use
1. Set up your own Customer Health profile(s)	Get a clear picture of the accounts and users you want to monitor. See their health scores, track engagement trends, and assess the overall well-being of your customer base.	Customer Health Score Engagement trends - Adoption rate Account tenure Active users (total & percentage)
2. Use Profile Segments for deeper insights	Use suggested segments to quickly spot highly engaged users and those at risk. Create your own segments based on behaviors like feature adoption or frequency of use to personalize outreach.	Customer Health Score Engagement trends Adoption rate Active users (total & percentage)
3. Define Activation criteria	Identify the key steps an account or user must complete to reach their "Aha!" moment. Use this to track trial users moving toward value and ensure paying customers are fully activated.	Activation rate Customer Health Score Feature adoption trends
4. Explore the Events page	See which features customers are actually using and which ones are being overlooked. Use this to highlight popular features and address areas where users need more guidance.	Feature adoption rates - Engagement trends - Average customer health score - Individual feature usage
5 .Share insights with key teams	Deliver real-time insights to Sales, Customer Success, and Marketing through tools they already use, like HubSpot, Intercom, and Slack. Automate workflows to act on engagement shifts.	Score changes Activation milestones New user sign-ups Customers entering at-risk or power-user segments Custom alert filters

Recommended reads:

Boosting product engagement to grow revenue

Start here | Customer Success Team

Start here| Account Management

Start here | Growth Teams

Start here | Product Managers

Start here| The Product Marketing Manager

Summary

How this helps

Typical tasks for a Product Marketing manager