How do you announce a new feature to customers?

Use a multi-channel approach. Start with a teaser in your community, then use a targeted email campaign segmented by user type, in-app notifications for discoverability, and follow up with educational content like a blog post or short video.

What's a good adoption rate for a new feature?

It varies wildly, but a good starting goal for a targeted B2B SaaS feature is 15-25% of relevant, active users trying the feature within the first 30 days of your campaign.

How can customer marketing help with product adoption?

Customer marketing can run targeted campaigns to educate existing users about new and underutilised features, share best practices from other customers, and create content that demonstrates the value of these features in a real-world context.

Customer Marketing Campaigns for New Feature Adoption

Shipping a feature is easy; getting customers to use it is hard. Design and run customer marketing campaigns that drive meaningful product and feature adoption.

Published: 2 June 2026
Topics: customer marketing, feature adoption, product marketing, saas, customer engagement, b2b marketing

By Francisco Opazo · Reviewed by the Led by Community editorial team

Customer marketing drives feature adoption by creating targeted, multi-channel campaigns that educate and engage existing users about new functionality. It moves beyond a simple launch announcement to a sustained programme of communication, education and social proof designed to change customer behaviour and prove the feature’s value to the right people at the right time.

Your product team just shipped a game-changing feature. They celebrated. Tickets were closed. But a month later, the usage dashboard is a ghost town. Sound familiar? Shipping the code is just the first step. The real work is getting people to actually use it.

What is a Feature Adoption Campaign?

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