The PLG Weekly

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PLG Weekly #21: Goal-led onboarding for Product-led customer success, PQL/MQL mix for dev SaaS companies
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PLG Weekly #21: Goal-led onboarding for Product-led customer success, PQL/MQL mix for dev SaaS companies

RevenueHero
Apr 21
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PLG Weekly #21: Goal-led onboarding for Product-led customer success, PQL/MQL mix for dev SaaS companies
plgweekly.substack.com

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.

This image shows a chart of our post-onboarding NPS score average rising from the 40s to the high 80s after our change in onboarding approach.

How to start with goal-driven onboarding?

Hotjar
started having calls with their customers immediately after purchase and from these calls understood:

  1. The goals of their customers using their product

  2. Their implementation plans

  3. 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.

This image shows a mind map of the goals and corresponding use cases we outlined after learning from our customers.

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.


You’ve reached the end of this week’s edition and we hope you’ve enjoyed it. We’ll be publishing every Wednesday/Thursday and if you like what you read this week, share it with anyone who might be interested in PLG.

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PLG Weekly #21: Goal-led onboarding for Product-led customer success, PQL/MQL mix for dev SaaS companies
plgweekly.substack.com
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