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When conducting a PLG (Product-Led Growth) motion, a frequently sought-after playbook involves taking specific actions on qualified leads (PQLs) from qualified accounts (PQAs) that are currently in the trial stage.
Preliminary assumptions
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The concept revolves around initially identifying qualified accounts. In journy.io, the following steps should be taken:
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In general, we recommend you to check out general information about playbooks. See Anatomy of a Playbook
Anatomy of the PQA/PQL playbook
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We will be constructing a playbook designed to engage with promising trial accounts, addressing both converting and non-converting accounts. The final playbook will take on the following structure:
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Entry Condition
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The entry condition for this playbook, checking if an account is a product qualified account (PQA), comes down to:
Checking if the account is in stage 'Trial'.
Checking if the account has a conversion score that is higher than a certain threshold. e.g. 75%
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Main actions: Notification and User actions
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Once PQAs are established, there are a few things we could contemplate to do:
Send a Slack notification that we have a promising trial account
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Press the add action icon (+) and choose Slack action 'Send a message'.
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A Slack popup will appear where you will be entering Slack channel, personalized message and a message color.
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Establish qualified users within the qualified account, and add them to a HubSpot static list
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We are going to reach out to product qualified users/leads (PQLs) that have the power to make decisions in the account. This comes down to creating user actions that holds following user conditions:
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You now can start defining actions when goal is reached (Trial PQA converted to paying customer) or when not reached (Drip campaign did not work, Trial PQA is still a trial of churned)
Goal-reached actions: Remove PQLs from HubSpot list and Notification
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The moment your PQA account becomes a customer, Goal-reached actions are executed. At this point, you mainly want to clean up and notify your peers about a new customer.
Clean up list in HubSpot
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As part of the engagement workflow, we had certain qualified users (PQLs) being added to a static list in HubSpot, so HubSpot could start a drip campaign, trying to convince the account to become a customer. Now that has actually happened, it's now time to quickly stop this drip campaign, so users won't be asked anymore to become a customer, while they already are. This is the action you should define:
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Make sure you select same user condition and list as was added as main action.
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Notify Team on Slack
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This is practically the same sequence as the previous Slack notification:
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Goal-not-reached actions: Add manual follow up task for Sales
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Unfortunately, at this point, promising trial did not convert and Goal-not-reached actions are executed.
Add a manual Sales follow up task in HubSpot
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When after a time-out, a once-promising trial account did not convert, you may want to ask the Sales team to manually follow up on the account. This is how it's done.
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Ands set up the task details.
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Tip: Need help with your Playbooks?
Reach out to our support team
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or book time to make it online
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