OpenView Report Examines User Adoption Best Practices

OpenView Venture Partners, an expansion-stage venture capital firm focused on providing technology companies with deep operational support, released a new report today entitled, “User Adoption: Where Product Strategy, Customer Service, and Marketing Intersect.”

The report outlines best practices that software companies can use to promote stronger user adoption among both paying and trial users.

“Expansion-stage companies put a huge amount of focus on acquiring new users,” said Brian Zimmerman, Managing Director of OpenView Labs, the firm’s strategic consulting arm. “However, they also need to pay as much, if not more, attention to their actual users. By driving user adoption, companies can make their products stickier within organizations, increase the likelihood that people will use them, and provide much-needed traction as their businesses grow.”

The report examines three user adoption techniques — gamification, educational content, and customer outreach — that technology companies can use to improve user adoption and product engagement. It goes on to cite examples of how three leading technology companies, Autodesk, Mindjet, and Zendesk are using these tactics successfully.

“This report will help product, marketing, and customer service executives launch a collaborative user adoption initiative,” Zimmerman continued. “That in turn will allow them to improve customer retention rates, grow customer accounts, and increase the likelihood of customer referrals.”

OpenView’s reports span a variety of topics, including technology, venture capital, marketing, and sales, and are created from the research OpenView Labs conducts in support of its portfolio companies. To download free copies of any of them, visit the OpenView Labs site or simply sign up for OpenView’s free weekly newsletter to have the firm’s reports and other operationally focused content delivered to you every week.

About OpenView Venture Partners

OpenView Venture Partners is an expansion-stage venture capital fund based in Boston that is focused on high-growth software, Internet, and technology-enabled companies. Through its staff of seasoned operating executives, who collectively bring several decades of technology and management experience to the firm, OpenView is able to help portfolio companies quickly optimize their product, go-to-market, and organizational and operational functions. Founded in 2006, the firm invests globally and has approximately $440 million in total capital under management.

About OpenView Labs

OpenView Labs is the strategic and operational consulting arm of OpenView Venture Partners, a global venture capital fund that invests in expansion-stage technology companies. The Labs team consults to the management of OpenView’s portfolio companies across an array of functional areas, including recruiting, go-to-market support, and research and analytics. Together with its network of senior advisors, the team supports OpenView’s portfolio companies on a range of initiatives ranging from methodology incubation and market research, to providing strategic coaching.