The Complete Guide to Product Qualified Leads

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Chapter 3: Customer data - quantitative & qualitative

By regularly collecting and reviewing customer data, you’ll uncover:

1. Trends in how people use your product - quantitative details*

     - Are your most successful users taking certain actions, while less successful users aren’t?

     - Do ideal users share common traits -- goal with using your product, job title, industry, company size, stage of growth, etc?

     - Which actions and traits indicate long-term usage? Which indicate high value spend?

For example, the team behind Mixmax knows that for a new trial user to get value from the platform -- and eventually upgrade -- she has to do more than simply click around her account, exploring the features available to her.

To get value from MixMax, she has to actually integrate at least one of those features into her daily workflow.

“What we’re looking for,” says Olof Mathé, Mixmax CEO, “Is whether a user has actually used calendaring. Have they actually set up an automated email sequence? Are they actively using any email templates? Did they co-opt into Salesforce, or set up our Slack integration?”

Beyond this first action, a new user might take additional actions that hint at greater account value -- like inviting team members to join Mixmax with her.

2. Trends in why people use your product - qualitative details**

     - What was so painful about users’ old lives that pushed them to seek out a solution like yours?

     - How did they discover you in their search?

     - Why did they trust your product, as opposed to other options?

     - What happened in their early days of use that convinced them “Yes, this is exactly what I needed”?

     - What event motivated them to take out their credit card?

When you identify the trends in how and why people use your product, you’ll have a clear view of the ideal experience your highest-value prospects need to convert to paying customers.

But gathering customer data isn’t a one-and-done activity; it’s an ongoing process. 

And to ensure you’re capturing this data across the entire customer journey, you need an effective tracking plan.

Use sections 4-6 to help you form and implement the best tracking plan for your product.

*We’ll explore how to gather quantitative data more deeply in chapters 4-5.

**We’ll explore how to gather quantitative data more deeply in chapters 6-7

Authored By

Claire Suellentrop

Founder, LoveYourCustomers

Claire Suellentrop helps high-growth SaaS companies get inside their customers’ heads. Previously the Director of Marketing and #2 employee at Calendly, she’s seen firsthand that truly effective marketing stems from a deep understanding of existing users’ needs.   

Now, she works with companies like Wistia, FullStory, and MeetEdgar to uncover their best customers’ needs and desires, then uses those juicy details to create more relevant, high-converting marketing and onboarding campaigns. 

Ed Fry

Head of Growth, Hull.io

Ed Fry is passionate about helping marketers grow their organizations and directly contribute to revenue. He was the first employee at Inbound.org and worked with thought-leaders like Rand Fishkin, Co-Founder of Moz, and Dharmesh Shah, Co-Founder of HubSpot. During his tenure, membership grew from 5,000 to 165,000+ members between 2012 and 2016.

Ed currently oversees Growth at Hull - a customer data management platform that eliminates data problems for marketing and sales teams alike. 

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