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Expansion campaign to accounts with low user to potential user ratio


Untapped opportunity exists within every customer account. To get a sense of this opportunity at an account, determine the total number of potential users by counting all the contacts that have job titles, functions, and levels consistent with your typical user base. Then divide the number of current user licenses at the customer into the number of total potential users. This will show the user saturation rate at that account. 

Focus your efforts on expanding accounts that have relatively low saturation rates, but show enough adoption to indicate they are bought in. Start by focusing on accounts with a minimum of 10 percent user saturation and a maximum of 60 percent.


  • Not fully penetrated account
  • Mid-cycle customer (not in a renewal window)
  • Has a satisfactory adoption rate


  • Initiate an email sequence