How to Run Targeted Adoption Plays Instead of Ad-hoc Nudges.
Adoption has stalled for a specific group - a new manager's team, users who never touched a key feature, or a team that went live months ago but never progressed beyond basic use.
Random check-in emails and one-off training sessions rarely move adoption because they are not designed around a specific gap for a specific group. Treating every adoption problem the same way produces average results across the board. When you segment users by role, lifecycle stage, and usage pattern and then run a focused play for each segment, you spend your time where it will actually shift behavior.
Where it goes wrong
Without targeted plays, you end up sending the same message to everyone and helping no one in particular. Power users get content they do not need. Stuck users get content that assumes they are already active. The gap stays open and you have no clear read on what worked.
What you'll be able to do
You can identify which users or teams are stuck and why, choose or build a play that fits that specific situation, run it, and measure whether it moved the right behavior.
How to do it
Segment within the account before you act
Segment within the account before you act. Separate champions from casual users, power users from stuck users, new teams from mature ones. Each group needs a different play.
Match the play to the gap
Match the play to the gap. A new manager who just joined needs a 'manager onboarding' play. A team that has never used a key feature needs a 'feature remediation' play. A power user who could influence peers needs a 'champion development' play.
Build each play as a short sequence
Build each play as a short sequence: a specific trigger, a specific message or session, a specific action you want them to take, and a check on whether they took it.
Equip champions with role-specific assets they can use internally
Equip champions with role-specific assets they can use internally - a one-pager for their manager, a talk track for their team - so adoption spreads without you in every conversation.
After each play, note what moved and what did
After each play, note what moved and what did not. Bring patterns back to your CS team so the playbooks improve over time.
See the difference
CSM notices that one team has low usage. Sends a general email to all users reminding them the product exists and offering to answer questions. No one replies. Usage does not change.
CSM pulls usage data and sees that a specific team of 4 reps has never launched a sequence. Runs a 'first sequence' play: a short personal email to each rep with one concrete reason sequences will help their specific outbound motion, followed by a 15-minute live session where each rep launches their first sequence before the call ends. Three of four reps are active the following week.
You can identify which users or teams are stuck and why, choose or build a play that fits that specific situation, run it, and measure whether it moved the righ
How you'll know it's working
You have got it when you can describe the specific play you are running for each stuck segment in your accounts, and when you can point to before-and-after usage data that shows whether the play moved the right behavior.
Questions people ask
How do you run targeted adoption plays instead of ad-hoc nudges?
Random check-in emails and one-off training sessions rarely move adoption because they are not designed around a specific gap for a specific group. Treating every adoption problem the same way produces average results across the board. You can identify which users or teams are stuck and why, choose or build a play that fits that specific situation, run it, and measure whether it moved the right behavior.
What is the most common mistake to avoid?
Without targeted plays, you end up sending the same message to everyone and helping no one in particular. Power users get content they do not need.
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