#lifecycle
Thread
This the the year customer marketers may want to consider going for some big wins at your organization. I just received this report from the Boston Globe newspaper regarding my engagement with their product. For B2C an annual report makes sense. For B2B perhaps quarterly. This is an example of a cross organizational, high profile initiative to start working on. It may take a while to pull off and the naysayers will say we do not want customers know they are low utilizers. Then, either filter them out of the report or use it activate customers.
Love this idea. I worked on a project like this at Litmus. We did exactly that: Filtered out very low or 0 usage. Because getting these and it's like: "You have 0 new things. You did 0 in the platform." is not only completely useless, but it also makes me wonder why we're paying for that product.
I do think annual works for this. Depending on the product, quarterly numbers may not be as impactful or useful. Even manually creating a report like this for key accounts leading into EBRs would be awesome.