Activation for Complex Products

Complex products are those that typically require manual intervention for users to reach "first value." Unlike simpler products, most users of complex solutions need support to onboard effectively due to factors like technical implementation, cross-departmental data access, or deep domain knowledge. Think of products like Salesforce or Amplitude.

For complex products, it's crucial to engage early based on opportunity size, as full self-service is less common. Your sales and customer success teams should intervene at lower activation rates, particularly for larger opportunities.

Activation Table Summary

Here’s a quick summary of when to engage based on the size of the opportunity:

The Small Opportunity

Even for small deals, complex products require manual intervention to ensure the user reaches value. Small accounts that reach 50-75% activation are showing real commitment, and it's time for your team to step in with a demo or a more personalized approach.

• When to engage: At 50-75% activation

• How to engage: Sales teams should offer a demo, walking users through the product to help them understand its full value

• Focus: Ensure users can see the product’s value with a demo or walkthrough

Email Template: Small Opportunity

Subject: Let's Unlock the Full Potential of [Product Name] Together!

Hi [First Name],

I noticed you’ve made great progress with [Product Name] and are about halfway through the key steps needed to unlock its full value. I’d love to walk you through how [specific feature] can help your team achieve even more.

Let’s set up a quick demo to make sure you’re getting the most out of [Product Name]!

Best,
[Your Name]

The Mid-Size Opportunity

Mid-size opportunities typically involve multiple users, making it harder for a complex product to reach value without help. At around 25-50% activation, you’ll want to get involved to support onboarding and start building relationships with key stakeholders.

• When to engage: At 25-50% activation

• How to engage: Early sales involvement, focusing on key users and their needs

• Focus: Help users navigate complex features and tailor the product to their workflows

Email Template: Mid-Size Opportunity

Subject: Need Help Getting More from [Product Name]?

Hi [First Name],

I see your team has started exploring [Product Name], and it looks like you’re around 30% activated. I'd love to help your team dive deeper into the product to get the most value.

Let me know if you’d like to set up a call or demo—I can walk you through [specific feature] that could be a game-changer for your workflow!

Best,
[Your Name]

The Large Opportunity

For large deals, you don’t need a lot of product usage to justify early engagement. Complex products often involve decision-makers who aren’t initially involved in the trial, so engaging early (0-25% activation) is critical to build momentum.

• When to engage: At 0-25% activation

• How to engage: Immediate outreach to the most engaged user, followed by efforts to connect with decision-makers

• Focus: Identify pain points and show how your product can solve them, ideally through an early demo

Email Template: Large Opportunity

Subject: Let’s Chat About How [Product Name] Can Support Your Team’s Goals

Hi [First Name],

I noticed your team has recently started exploring [Product Name], and I’d love to ensure you’re getting the most out of it. We’ve helped similar companies like [industry example] achieve [specific benefit], and I believe [Product Name] can do the same for you.

Would you be open to setting up a call to discuss how we can tailor [Product Name] to fit your team’s needs?

Best,
[Your Name]

Conclusion: Tailor Your Approach for Complex Products

For complex products, timing your engagement is crucial for successful conversion. Smaller opportunities need targeted demos, while mid-size and large opportunities require early intervention to ensure value is delivered. Use these email templates to strategically engage at the right time, increasing your chances of converting trials into paying customers.