Turn Unknown Interest into Expansion and Education Opportunities

Just because someone’s a customer doesn’t mean they know everything you do.

Sometimes, contacts at current customer accounts start researching capabilities you already offer because they simply don’t know you can help. That’s a prime moment to step in, educate them, or even identify an opportunity for expansion.

This play helps you surface early interest from existing customers either to drive deeper product adoption or uncover new revenue potential across silos.

The Vector way:

Most teams assume once a deal closes, the account knows it all.

Vector flips that.

With contact-level intent data, you can see when any customer contact starts exploring a new category—even before they talk to their CSM.

Perhaps they’re evaluating the functionality you offer. Maybe someone from another team is searching for a solution without realizing their company already bought one.

Instead of missing the moment, you can route the signal to the right team—CS for enablement or Sales for expansion.

When to use this play:

Use when:

• A contact from a customer account visits content related to an unsolved or adjacent problem
• They’re not your known champion or active user
• You want to improve product education or expand footprint within the account
• You’re trying to identify new revenue potential in large or siloed orgs

How it works:

Step 1: Define intent categories
In Vector, set up a segment for site activity or off-site interest in specific capabilities or product areas:

• Add content categories like “automation,” “analytics,” “governance,” etc.
• Include gated content, feature pages, or help docs that align with expansion areas

Step 2: Filter for customer accounts only
Use CRM integration to match account status = “Customer.”
Exclude known champions, daily users, or existing support contacts—this helps you surface net-new stakeholders or untapped teams.

Step 3: Route the signal to the right team
Split the delivery based on what kind of contact was flagged:

• If it’s someone in the current business unit → Notify Customer Success and drop them into a nurture or Navattic tour
• If it’s someone from another team → Alert the Account Manager or AE handling expansion for that account

Optional delivery:

• Slack alerts to CS or Expansion team
• Add to nurture segment in HubSpot or Marketo
• Update Salesforce contact + push to Opportunity if needed

Step 4: Enable action
Include context in the alert:

“[Contact] from [Customer Account] visited [Category Page]. This is outside of our current footprint. Possible education or expansion opp—worth a check-in?”

Wrap up: Don’t get blindsided by late-stage competitor interest

Not every customer knows the full value of your platform. Some haven’t been trained. Others sit in business units that weren’t part of the original deal.

This play helps you detect early exploration from real contacts inside current accounts—so you can route those moments to CS for education or to Sales for expansion.

CS example: A Success Manager sees that a new contact is researching workflows and sends them a personalized tour and training guide.
Sales example: An AE gets alerted that someone from Finance (not currently in the deployment) is digging into analytics. Time to open the door for expansion.

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