Empowering User Champions Play: Strategic Product Insights

Discover how to identify and engage user champions to enhance product feedback and drive customer advocacy in your B2B SaaS strategy.

Summary

This play identifies your most active and valuable users within paid accounts. It creates a go-to segment for validating feature adoption, gathering product insights, and cultivating internal champions.Summary

Why this works

Feedback comes from experienced, high-value users
Anchors product decisions in real workflows, not assumptions
Opens doors for advocacy, beta programs, and user-led roadmap shaping

Goal

For the reader:

Build a trusted pool of expert users to drive product feedback and validation

For the company:

Improve feature usability and roadmap direction by surfacing insights from top customers

Accoil Signal

(1) Primary signal

Account = Paid
Strong feature adoption across core areas
High frequency of product use
High overall Engagement Score

(2) Additional insights (optional)

Usage concentration in a key feature (e.g., repeat event/activity)
Role = Admin, power user, or operational lead
Account characteristics = aligned with key customer segments (e.g., plan tier, size, industry)

Action steps

1. Build the Champion List

Use Accoil Segmentsor your CRM to filter by adoption, frequency, and engagement
Layer in filters for role and account type
Save the list as a living group — track how users evolve in or out

2. Activate for Product Feedback

Schedule 1:1 or group feedback sessions
Run targeted outreach for roadmap validation
Offer early access or surveys tied to key features

3. Use Connections to promote Advocacy

Invite to upcoming betas or experimental rollouts
Identify users to spotlight in internal case studies or testimonials
Reward through enablement or visibility, not just perks

4. Tailor Communication

Personalize messages to reinforce their role as a product partner
Emphasize their impact on future product direction
Keep the loop tight with updates, follow-ups, and thank-you moments

Supporting metrics

Metrics	How to measure in Accoil
Feedback Engagement	% of top users participating in research or roadmap input
Feature Validation	Adoption trends linked to validated or revised features
Upsell or Expansion	Revenue movement in accounts tied to top user champions