Activation for Intermediate Products

Introduction: What is an Intermediate Product?

Intermediate products sit between simple and complex. These are products that typically require some level of manual support but can still offer a degree of self-serve functionality. Examples include tools like HubSpot or Adobe, which provide robust features that may require light guidance, but not an extensive setup. In this category, a portion of users can still navigate their way to "first value" on their own, but others will need a little more support from your team to fully activate.

For intermediate products, the key to effective engagement is to intervene earlier for larger opportunities while letting smaller opportunities self-serve until they're more activated.

Activation Table Summary

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

The Small Opportunity

For small opportunities, your intermediate product may require some manual intervention, but it’s crucial to wait until these accounts reach around 75% activation. At this point, you can offer just enough support to help them cross the finish line without overwhelming them with unnecessary sales pitches.

• When to engage: At 75% activation

• How to engage: Light-touch, encouraging emails from Customer Success

• Focus: Congratulate and encourage users to explore a few more key features

Email Template: Small Opportunity

Subject: You're Almost There with [Product Name]—Need Any Help?

Hi [First Name],

Great job! You’ve made excellent progress with [Product Name], and it looks like you’re almost fully activated.

If you need any assistance exploring [specific feature] or want tips on getting the most out of the product, feel free to reach out. We’re here to help!

Keep up the great work, and I’m excited to see you unlock even more value with [Product Name]!

Best,
[Your Name]

The Mid-Size Opportunity

Mid-size opportunities typically involve multiple users and decision-makers, making it important to step in earlier—at around 50-75% activation. A combination of Customer Success and Sales efforts is needed to move these accounts toward full activation and conversion.

• When to engage: At 50-75% activation

• How to engage: Start with Customer Success outreach, followed by Sales involvement to close the deal

• Focus: Help the most engaged users deepen their activation and encourage adoption across the account

Email Template: Mid-Size Opportunity

Subject: Let’s Get the Most Out of [Product Name] Together

Hi [First Name],

I see your team is getting great value from [Product Name]—you’re about 60% activated! To help you reach full activation, I’d love to offer some tailored guidance.

If you’d like, we can jump on a quick call to ensure your team is fully set up to get the most out of [specific feature] or any other areas that would benefit you.

Looking forward to helping you achieve more with [Product Name]!

Best,
[Your Name]

The Large Opportunity

For large opportunities, the sales team should engage early, around 25-50% activation. These accounts often have more complex needs and involve decision-makers who may not be the ones trialing the product. Your goal is to start building relationships early while ensuring that the product delivers clear value.

• When to engage: At 25-50% activation

• How to engage: Sales teams should initiate contact, focusing on the decision-makers and higher-level value propositions

• Focus: Highlight the broader business benefits of the product and move the conversation to a higher-level pitch

Email Template: Large Opportunity

Subject: Let’s Discuss How [Product Name] Can Drive Success for Your Team

Hi [First Name],

I see that your team has started exploring [Product Name], and I wanted to check in to ensure you’re getting the most out of it.

We’ve helped companies like [related industry/company] achieve [specific outcome], and I’d love to discuss how [Product Name] can support your team’s goals as well.

Would you have some time for a quick call to chat about how we can take your experience to the next level?

Best,
[Your Name]

Conclusion: Tailor Your Approach for Intermediate Products

For intermediate products, the activation process requires a mix of self-serve and manual intervention. Timing your engagement based on opportunity size and activation level can greatly improve your chances of converting trials into paying customers. Use these email templates to effectively engage at the right time, ensuring that both small and large opportunities get the attention they need to succeed.