I bet you are doing product activation all wrong.
90% of the monetization and retention issues stem from incorrect activation.
This is the last part of a mini-series I’ve done with the team at June:
Part 1 reviewed the difference between product analytics in B2C and B2B
Part 2 explored precisely how expansion happens in B2B
But for this final part, we need to talk about the foundational piece that makes B2B growth possible: activation.
Specifically: What activation IS and what it is NOT.
Activation: What it IS
I like Reforge’s definition best:
Activation is taking a user from signing up to establishing a habit around your core value prop.
In practice, product activation consists of 3 steps: setup, aha, and habit loop.
Setup phase involves the user performing the necessary actions to get to the core value prop of the product. Think about a person going on a walk: The setup consists of getting dressed, getting out the door, and starting your walk.
Examples of the setup:
SurveyMonkey: Create a survey, add questions, pick response collection method
Miro: Create the board, add elements to the board, invite somebody/s…