To capture tomorrow’s value, you have to get your user hooked today. There can only be… one?įor subscription services, the vast majority of your users’ value will accrue in the future. It is just the nature of activation in the enterprise context.
#FACEBOOK AHA MOMENT OFFLINE#
Throw in a few offline interactions, and a customer journey can start to look less like a funnel and more like meatballs in spaghetti.Ĭomplicating things even further, if you take a small dataset and start slicing it into smaller and smaller cuts, you end up with … nothing, statistically significant speaking. When B2B companies think of their funnel, it often cuts off abruptly at lead conversion.ī2B companies juggle multiple activation points with multiple types of users. When B2C companies think of their funnel, they can often trace a straight line from an ad to in-app conversions (and even on to repurchases). Namely, they have clarity regarding what activation means, discipline around data-driven experimentation, and just one user journey to optimize. If it’s so useful, why aren’t we using it? More cuts, smaller NĬonsumer apps have a few things going for them that enterprise apps do not. Because activation is not measured consistently, few enterprise teams rely on it. With it, Facebook had a simple North Star metric to judge any feature release.Īt Candu, we’ve talked with hundreds of product and customer teams at B2B companies and one thing on which they can mostly agree is that they aren’t satisfied with their activation metric.ī2B companies tend to oscillate between struggling to define a single activation event and choosing from a smorgasbord of options. Many B2B product managers think fondly of Facebook’s “7 friends in 10 days” - the magical threshold that predicted whether a new Facebook user would “activate” into a lifelong Facebook user.
0 kommentar(er)
