GTM Strategist Podcast James Evans: The Future of User Activation
Jul 18, 2024
James Evans, Co-founder and CEO of CommandBar, dives into the challenges of user activation in the crowded SaaS landscape. He shares insights on the necessity of personalized onboarding experiences over traditional pop-ups and notifications. James emphasizes the critical role of AI in crafting meaningful interactions that enhance user engagement without causing annoyance. He also discusses the Ideal Customer Profile and how understanding user intent can refine go-to-market strategies for AI-first products, making digital experiences more enjoyable for all.
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Don't Annoy The User
- Users get annoyed when shown irrelevant, poorly timed in-product messages rather than by pop-ups themselves.
- James Evans frames a product principle: "First, don't annoy" to prioritize non-disruptive help.
Prioritize In‑Product Teaching
- Teach users inside the product because responses are higher-fidelity at the moment of emotional climax.
- Invest more energy into in-product experiences rather than optimizing only emails and notifications.
Decide Convert Now Versus Learn First
- Decide if you must convert immediately or can afford multiple sessions, then gather signals accordingly.
- If you have time, use early sessions for information gathering before pushing nudges to avoid annoying users.