Many software startups have self-service signup and sales teams. For those sales teams, it's hard to identify the best accounts to talk to.
The data for all this is typically captured and recorded as tables in your backend database, or as streams of events in your product analytics tools - not as notes in your sales CRM.
Product qualified leads or PQLs segment users by their activity in your app, and whether they're truly getting value using your product.
Combined with other data enrichment sources, product usage data can be transformed into CRM-friendly, sales rep-friendly insights to direct your sales team who to talk to, what to say, and when to take action.
You can setup Product Qualified Leads with Hull seamlessly:
Sales teams are most efficient when they can stick to their choice tools. Without product usage data, there's no means for sales to distinguish between different users and accounts.
PQLs synthesize the data and insights sales reps need, and sync it to the tools your sales reps need. There, they can react how they best see fit.
Many Hull customers are using Product Qualified Leads to drive significant results:
At the larger scale, PQLs have driven 30% increase in account value. Read our study of DigitalOcean in the Clearbit book.
Here's how you can set it up...
Your user's actions get tracked and recorded in three types of places:
Connect both these sources of data to Hull via Integrations (including the SQL Importer) and the Hull API.
Hull will create and update unified customer Profiles with your user actions. Each Profile features a timeline of every event and every update to the data record.
Streams of raw event data aren't useful for one-to-one outreach, even if aggregated around one person's profile. Instead, you need a summary of collections of recent actions.
There are two ways to do this:
Summarize streams of events into human readable insights - think of them as conversation starters. Instead of skimming through events to see the number of invited users, you can see a "signal" of usage
Invited users: 11.
Not every highly engaged user (with high scores and matching signals) is a good fit for sales.
Using sources of data enrichment, you can fill-in-the-blanks and complete Profiles with the data you need to qualify leads for sales. Enrich Profiles with data like:
Use Hull's segmentation tool to filter your product qualified leads. Together with your usage data, you can identify fit and intent upfront so your sales team knows who best to spend their time with.
Since Hull updates every profile and every segment after every update to the data, your product qualified leads will be constantly refreshed with engaged, best-fit leads being added and removed.
Create and save a segment
Product Qualified Leads like so:
HubSpot Lifecycle stage: "Lead" "Trial signup"
Hull Traits Usage Score: Is greater than 90
Madkudu Top Signals: Has any value
Madkudu Customer Fit: "Very good" "Good"
In Integrations, whitelist the segment
Product Qualified Leads to sync to your CRM like Salesforce, HubSpot CRM & Close.io.
Select and map the fields from Hull to sync to your sales CRM, including your product usage signals - conversations starters for your sales reps computed from real product usage.
Your CRM will now be kept up-to-date in real-time, including signals when a user is no longer highly engaged.
Hull captures and updates each Profile and Segment in real-time, you can drive real-time insights. With Hull's Slack integration, you can notify your teams of these insights.
In the Slack integration settings, whitelist your segments of qualified leads, and select which fields you want included in each message.
Book a personalized demo with a product expert to see how Hull can help you unify data across your entire stack.