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Campaign Types

Champion Email

Emails nurturing and enabling internal advocates who promote your product within their organization.

Definition

Champion emails target internal advocates at customer companies who actively promote your product to their colleagues and leadership. Champions are crucial for enterprise expansion and retention. These emails equip champions with resources to build internal support, keep them engaged, and strengthen their commitment to your product.

Why It Matters

Champions drive enterprise deals and expansions more than any marketing campaign. An engaged champion can push through procurement, expand usage to new departments, and defend against competitors. Losing a champion often precedes losing an account. Nurturing champions is one of the highest-leverage email investments in B2B SaaS.

How It Works

Identify users who exhibit champion behavior: power users, frequent referrers, positive survey respondents, or users who invite teammates. Send them specialized content that helps them succeed with your product and advocate internally. Provide resources for making the case to leadership. Recognize and appreciate their advocacy.

Best Practices

  • 1Identify champions through behavior, not just job title
  • 2Provide shareable resources (ROI templates, case studies)
  • 3Recognize their advocacy with exclusive access or perks
  • 4Equip them to handle common objections internally
  • 5Alert customer success when champion engagement drops
  • 6Create community connections between champions at different companies
  • 7Invite champions to beta programs and feedback sessions

Champion Identification

Segment subscribers by engagement and advocacy behaviors. Build targeted campaigns for your most engaged users.

Learn More

Frequently Asked Questions

Look for power users, people who invite colleagues, positive NPS or CSAT respondents, active community members, and those who request new features or provide feedback. These behaviors indicate investment in your product's success.

ROI calculators, case studies from similar companies, internal presentation templates, competitive comparisons, and executive summaries. Champions need ammunition to make the case internally and overcome objections.

Champion departure is a major churn risk signal. Build relationships with multiple stakeholders so the account is not dependent on one person. When champions leave, attempt to maintain the relationship for potential future opportunities.