Gainsight's Product-Led Growth Strategy
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Release Experience

Create an end-to-end experience for your users to gather feedback on new features being released.

Definition

A Release experience goes beyond simply shipping new features. It is a product team's coordinated effort in creating an end-to end experience for their users to announce, enable, drive adoption, track success and gather feedback on the new features/enhancements released.

Goals

Enabling customer to drive outcomes -
New features/ enhancements helps customers in driving more value/ efficiency in reaching their goals with the product.
Raising Awareness -
A vehicle to demonstrate velocity and get them excited! Many a time, in B2b, you don’t expect users to use the feature right away instead it is a preliminary step towards feature activation.
Boost Adoption, Increase Retention
- The new features can drive up the overall product adoption, thereby helping drive up User Retention. It can also re-engage users who have lost interest in the product and might even be considering switching to a competitor.
Increase Customer Loyalty/ Stickiness -
They might feel more positive about your company and the product itself as you align your product’s vision with solving the customer problems- they see they have a voice in your roadmap that you are continuing to improve/ add value.

KPIs

% Increase in Product Adoption -
% Increase in Advanced Features | % Increase in Lesser known/ used Features | DAU/WAU/ MAUs
User/ Account Retention -
Track retention of users who engage in features targeted in feature activation efforts
Feature Sentiment -
Rating Surveys | CES Surveys
Verified Outcomes -
CSAT/ Multi-Questionnaire Survey | Human-touch through
CSMs/ EBRs
Time to Value -
Funnel Analysis | Path Analysis (# of users towards goals, time to adopt)
Verified Outcomes
(In-App/CSM) - Associate new features / enhancements with customers making progress/ achieving on their business goals
Feature attribution
- Measure feature usage by Account Revenue

Strategy

Using multi-channel promotion:
This can include
In-app announcements
and education, direct messages to users, blog posts, webinars, and other content
Cross-functional enablement:
Involving all the right teams and ensuring they are enabled to support the entire release cycle starting from Marketing to Sales to all customer-support teams (CS, Support, Docs)
Cross-functional enablement:
Involving all the right teams and ensuring they are enabled to support the entire release cycle starting from Marketing to Sales to all customer-support teams (CS, Support, Docs)
Show, then tell:
Show
your users what the new features will do for them, then
tell
them how it works.
Measure the success before building the next feature:
Avoid the product death cycle - launch -> spike in usage -> growth flattens -> add features



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