---
title: "Prioritizing product announcements in a SaaS world - The Intercom Blog"
description: "SaaS companies ship continuously, creating endless marketing opportunities, but announcing everything leads to audience fatigue. Intercom experienced over 12X growth in new signups since investing in marketing in 2014, with product announcements as a primary contributor. They shipped over 100 features in a year and needed a framework to prioritize announcements. Their framework uses two axes: value (existing versus new customers) and innovation (catch-up versus new solution), yielding four priority levels: P1 for big announcements attracting new customers, P2 for features valuable to existing customers, P3 for gap-filling features, and P2 also covers features that unblock sales. Each priority maps to specific tactics: changes page entries accessible inside the app, targeted in-app messages based on usage, email for inactive users, video for demonstration, landing pages, and press coverage only for major announcements."
---

# Prioritizing product announcements in a SaaS world - The Intercom Blog

[Intercom](https://yomu.fyi/company/intercom) · Oct 8, 2026

**Type:** Explainer

## Summary

SaaS companies ship continuously, creating endless marketing opportunities, but announcing everything leads to audience fatigue. Intercom experienced over 12X growth in new signups since investing in marketing in 2014, with product announcements as a primary contributor. They shipped over 100 features in a year and needed a framework to prioritize announcements. Their framework uses two axes: value (existing versus new customers) and innovation (catch-up versus new solution), yielding four priority levels: P1 for big announcements attracting new customers, P2 for features valuable to existing customers, P3 for gap-filling features, and P2 also covers features that unblock sales. Each priority maps to specific tactics: changes page entries accessible inside the app, targeted in-app messages based on usage, email for inactive users, video for demonstration, landing pages, and press coverage only for major announcements.

## Context

The post discusses the challenge of prioritizing product announcements in a SaaS company where continuous shipping creates many marketing opportunities. It presents Intercom’s framework for categorizing announcements by value and innovation to determine appropriate marketing tactics.

## Approach / What changed

Intercom created a two-axis framework: value (existing vs new customers) and innovation (catch-up vs new solution), yielding four priority levels (P1, P2, P3, with P2 also covering features that unblock sales). Each priority maps to specific tactics: changes page entries, in-app messages, email, video, landing pages, and press coverage.

## Takeaways

- Before SaaS, product announcements were tied to release cycles, forcing marketers to bundle unrelated features into a single narrative; SaaS enables continuous announcements but requires careful prioritization to avoid audience fatigue.
- Intercom’s prioritization framework categorizes announcements by value (existing vs new customers) and innovation (catch-up vs new solution), with P1 being novel features that attract new customers, P2 being valuable to existing customers or unblocking sales, and P3 being gap-filling features.
- Marketing tactics should match announcement priority: changes page for all, targeted in-app messages for active users based on usage patterns, email for inactive users, video for demonstration, evergreen landing pages for major features, and press coverage only for the biggest announcements.

## FAQ

### How does Intercom decide which product announcements to prioritize?

They use a framework with two axes: value (existing vs new customers) and innovation (catch-up vs new solution), yielding P1, P2, and P3 priorities. P1 are novel features that attract new customers, P2 are valuable to existing customers or unblock sales, P3 are gap-filling features.

### What marketing tactics does Intercom use for different announcement priorities?

All announcements get a changes page entry. P1 and P2 get landing pages. In-app messages target active users based on usage. Email is used sparingly for inactive users. Video is used for demonstration, with quick looks for smaller announcements and hero videos for major ones. Press coverage is only for major announcements.

### Why does Intercom avoid announcing every feature?

Announcing everything leads to audience fatigue, similar to a smoke alarm that beeps constantly. They prioritize to ensure people continue listening and to match effort with impact.

**Tags:** [Marketing](https://yomu.fyi/topic/marketing), [Product Announcements](https://yomu.fyi/topic/product-announcements), [SaaS](https://yomu.fyi/topic/saas)

- Source: [Intercom](https://www.intercom.com/blog/prioritizing-product-announcements-saas-world)
- Source URL: https://www.intercom.com/blog/prioritizing-product-announcements-saas-world
- Ingested by Yomu: 2026-10-08T18:00:16.043Z

[Read original post](https://www.intercom.com/blog/prioritizing-product-announcements-saas-world)