Summary

Typical tasks of a Product Manager

How this helps

Find customer segments, tailor marketing campaigns, and analyze how effective your strategy has been. Bottom line: product data helps you refine your approach.

Product data lets you accurately segment customers by product usage, account size, and engagement levels. Better segmentation means more effective marketing. With the right tool, you can tracking the impact of your marketing work.
Keep reading to see how data on new user activation, ongoing user engagement, and overall product adoption can help you make a bigger splash with your work.

Typical tasks for a Product Marketing Manager

Task	How Accoil Analytics Helps
Product Positioning and Messaging Create compelling and clear messaging that resonates with the target audience, ensuring consistency across all marketing channels.	Adapt your content. Adjust your content and outreach based on what's hitting the mark. Watch event data in Accoil to see which features customers fall in love with (not just the ones they say they like). Build powerful profiles. Build customer Profiles based on the in-app activities that deliver the most value. Know at a glance which users and accounts are getting to that “Aha!” moment. Find the Hook. Focus on what draws people in and makes them go “Oooh”. Watch product engagement scores before and after your campaigns to see which ones bring in new sign-ups that engage and convert. Grab, engage, convert. Adjust and experiment with your messaging to see what resonates with your best customers. Use engagement score trends to spot changes in relation to your messaging changes.
Advanced Customer Segmentation Segment customers beyond basic demographics, firmographics, and technographics. Build segments based on how accounts use your product, how big an account they are, and how engaged they are. While you’re at it, quickly uncover big accounts and the power users within them.	Segment your users by trial or paid. Segment based on activation levels, engagement levels, and adoption rate. Targeted campaign triggers. Stop relying on generic time-based interventions. Use account- and user-level product engagement data to guide when campaigns are triggered. Customize to convert. Tailor campaigns to more or less sophisticated accounts and users, guiding them to the features that deliver maximum value and make it more likely that they’ll click Buy Now. Find accounts that need a nudge. Or build a list of accounts that re-subscribe no matter what you do… so you can leave them alone and let them keep paying. Don’t poke the bear! Reach uptapped users. Expand your user base by targeting segments that haven’t discovered your most valuable features yet.
Customer Research and Analysis Go deeper than the funnel. Spot growth opportunities and churn threats. Tailor your marketing efforts to the customer needs and preferences based on how people actually use your products.	Find your biggest fans. Quickly see who loves your product and which account they belong to. Use product engagement insights to start customer conversations. Learn what they value (and what they don't) so you can attract more users just like them. Find your strugglers. You can also see the accounts and users who just aren’t seeing value. Use product usage data to drive personalized engagement. Help more users see the value in your product. Drive adoption and sales. Tweak your tactics. Use what you learn about how users interact with your product to refine your campaigns. Hit the right note at the right time with the right people. The more you know about your best users, the more impact your campaigns will have. Create more content that converts. Create stuff that speaks to what users are actually using and loving. Show off those popular features and case studies to draw more people in.
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 Stop guessing and just know what hooks new users and keeps them engaged. Understanding activation helps tailor messaging and campaigns to highlight key features. Target prospects who are most likely to find value in your product.	Email nudges at the right time, 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 Use product signals to find customers who might churn. And then do something about it. Enhances Marketing efforts by segmenting users for targeted campaigns, reactivating dormant users, spotlighting key features, and tackling churn with tailored messaging	Pinpoint Launch campaigns. Create a customer segment based on events and activity that indicates a higher likelihood to churn. Use that segment to trigger timely campaigns to re-engage at-risk customers. Stay in front of churn. Get ahead of churn by using activation and adoption scores to increase the number of accounts and users getting value from your product. Create a segment of customers who you need to educate and nurture until they see the value.
Align Marketing Strategies Across Teams Deliver high-impact marketing strategies for the coming quarter or year. Use product usage analytics to make more informed decisions about growth targets and campaigns.	Use product data to inform your decisions. Create customer Profiles that track how customers engage with the most valuable parts of your products. Armed with real product usage data, determine which growth levers are the best to pull in the next period. Will expansion campaigns have a bigger impact? Could trial conversions add more to the bottom line? Share timely insights. Send important product engagement and usage data to the right teams at the right time. Easily share valuable and timely data with Sales, Marketing, Customer Success, Support and others. Create Actions in Accoil that deliver insights to the tools your teams already use, like Slack, Hubspot, and Intercom.

How to Optimize Accoil Analytics for PMMs

To maximize the benefits of using Accoil, follow these steps to set up and utilize your engagement Profiles effectively.

Step	What it does?	Metrics to use - add relevant links
1.Set up your own Engagement Profile/s	Gives you a clear view of the accounts and users you want to monitor. See their engagement scores. Track engagement trends. See the overall health of your product.	Product Engagement Score Frequency Adoption rate Tenure Active Users (Total) Active Users (Percentage of all users active and inactive)
2. Use Profile Segments for deeper insights	Review Standard and Suggested Segments to quickly find hot and cold segments within your Profile. As you get comfortable with Segments, create your own based on the task you need to get done. For example, create cohorts based on frequency or adoption rates.	Product Engagement Score Frequency Adoption rate Tenure Active Users (Total) Active Users (Percentage of all users active and inactive
3. Configure account and user activation	Select the events and/or conditions that an account should meet to be considered Activated. Another way to look at this is identifying the events an account needs to complete for them to get to that Aha! moment. For example: See how many trial accounts complete the initial setup steps that prepare users to get value from your product Track the activation rate of new users in paid accounts, indicating that they’re also finding that Aha! moment	Activation rate Engagement Score Adoption rate
4. Get familiar with the Events page	Learn which features are being used and which ones aren’t. Get insights into how customers are using your products. Use this report to uncover popular features you might think to include in your Score.	Average adoption Average adoption change Average engagement score Individual feature usage
5. Pipe your insights to relevant teams	Set up actions to deliver insights to the tools you and your teams already use. Send an activated lead to sales in real time. Integrate with tools like HubSpot, Intercom, and Slack to keep teammates aware of the latest product engagement data. Or send a webhook payload to tools like Zapier and Make to extend what you can do with your product data.	Score changes Activation changes New user(s) Account or User Entering a Segment Custom alert filters

Recommended reads:

7 must-have product engagement metrics for B2B SaaS

Ways to use your product analytics metrics

Start here| Customer support

Start here | Growth Teams

Start here | Product Managers