written by
Landon Bennett

Intercom templates: product feedback as a lead nurture strategy

Intercom Templates 2 min read

Good sales and client success reps know that product updates are one of the best ways to bring an opportunity back to life. Even more impactful: sharing product updates specific to what a prospect actually asked about or requested. This personalized lead nurture shows that you're still improving the product based on their input and informs them about a feature that may have prevented them from becoming a customer.

So, why can't marketers do the same with their lead nurture strategies? With Userfeed + Intercom, they can!

Image source: Intercom

Create specific Intercom segments based on feedback given

To implement this nurture strategy, high-level Intercom tags won't work. If you tag all feedback with a generic tag (e.g. "feedback"), you won't know the specific feature a prospect requested.

This is where Userfeed comes in.

For each new feedback post created, Userfeed creates a unique Intercom tag associated with the post (with ":userfeed" appended to the tag). Any users added to that post will be tagged in Intercom automatically. This results in Intercom segments for each feature request, bug, UX improvement, etc.

Close the loop as a lead nurture strategy

When you release new features, it's important to send a personal message to those that gave you feedback on that feature. The operative word here is personal. Not an automated, robotic "feature is complete" message that says nothing about the actual feature and how to use it.

If some of these users have gone dark (non-paying), do you think an automated message is going to bring them back? Spoiler alert: it won't.

Follow a product update engagement process

For our own SaaS business, we have a process for product update engagement. Here's what it looks like:

  • Send a product update email digest to all users via email (~ every 3 months)
  • Send an in-app message (or product tour) to all users for each new feature (we usually exclude users who sign up after the message creation date)
  • Send an email to the segment of users that specifically requested a new feature (regardless of whether they're an active user or not)

The last one is the key here. Not only does it encourage users to give us more feedback (by illustrating that we actually listen and follow up), but it serves as a lead nurture strategy for prospects that have gone dark. In many cases, the reason a prospect goes dark in the first place is that your product was missing some functionality at the time they tried it.

Send a detailed update to the segment of users that requested that specific new feature

Here's an example of a response we recently received from a prospect that never became a paid customer:

Intercom Templates: Product feedback as a lead nurture strategy

Our product feedback-based nurturing paid off! In this case, the company is waiting for their contract to end before they can look at other products. What do you think the chances are that this user immediately reaches out when that time comes?

Our bet: pretty high.

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