PLG Weekly #21: Goal-led onboarding for Product-led customer success, PQL/MQL mix for dev SaaS companies
Welcome to the twenty-first edition of the PLG weekly. We look at how companies can use goal-led onboarding to improve customer success processes.
🎯Goal-driven onboarding for customer success
Coleen from Hotjar is a pioneer in product-led success and we wanted to showcase her journey in driving NPS up at Hotjar using goal-driven onboarding.
How to start with goal-driven onboarding?
Hotjar started having calls with their customers immediately after purchase and from these calls understood:
The goals of their customers using their product
Their implementation plans
The primary users of the account, so they can serve them more in the future
Key Takeaway: Once you have enough customer data to spot trends in their intentions, map your product’s use cases to their goals. Create a map so your CSMs can prepare their calls according to your map.
This is the mapping framework that Hotjar used.
The scripts of their onboarding calls began to evolve from demo calls to onboarding walkthroughs customized to the goals of our customers. The impact on customer retention was obvious!
“In addition to the positive customer feedback, our shift from more demonstrative calls to goal-oriented calls had a significant impact on the product usage retention of our customers. Customers that engaged with us during the onboarding call were up to 40% more likely to become power users of our product!”
When are you moving to goal-led onboarding in your customer success org?
📊 PQL/MQL mix for dev SaaS companies as you grow
The battery ventures state of the OpenCloud 2021 report was a gold mine for insights but this particular insight stood out. As you grow, the mix between Self-serve generated pipeline and sales-serve generated pipeline narrows as enterprise customers start contributing to a larger mix of your revenue.
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