Whether setting up workflows for freemium and trial signups to convert more, or for paying customers to be expanding towards a higher tier, or preventing to churn, being able to compare and optimise different workflows for maximum goal conversion is pretty much on every sales and CS leader’s list.
If you’re one of those sales leaders, and you consider running [hybrid sales-led-]product-led growth operations, you need to rely on your sales teams to execute:
At this point, you will benefit from a platform that will:
And this is particularly true for Customer Success teams who, even in a traditional sales-led model, is —or at least, should be— already working with product usage triggers and workflows. Finding out which workflow works best in which particular situation helps saving loads of unnecessary hours calling the customer, when automated messages might be working better.
That’s what Playbooks is all about.
To better organize a go-to-market motion, be it pure product-led or hybrid, we imagined there had to be a better way than just crunching account and user data. Even with PLG scoring (and sorting) in place.
In creating Playbooks, we started with what customer told us they wanted to achieve, in reaching out to their customers. That is: next to surfacing product qualified leads, they were in general looking to increase free-to-paying conversion, to see more tier expansions, and to be able to prevent churn. And, the most successful customers were organising their teams towards these specific goals, with clear workflows for achieving those goals. All well documented and quantified.
So, we simply built Playbooks to meet those exact same requirements, so that reps and CS professionals could receive full context and best possible tasks for each individual lead, while their leaders could continue optimising workflows against best outcomes.
To set up a Playbook in journy.io, follow these steps:
Give your Playbook a name, and group them together by goal or functionality.
Indicate whether the playbook has a goal to reach, and if accounts/users can re-enter the playbook, after a certain period of time (not being in it anymore).
You can also chose to have the Playbook execute Exit tasks, when the trigger conditions aren’t true anymore.
Playbooks are made for certain types of leads and customers, not necessarily for all. Most typical criteria would include Stage, Health, and Segments, but we’ve made it flexible that any interaction can contribute to audience conditions.
Here’s where you indicate when the playbook should start for defined audience. Most typical criteria is based on scores, properties and platform interactions.
Here’s also where you tell the playbook what to do in terms of actions. For each previously connected ecosystem app, you’ll receive a couple of actions to choose from.
As we’ve built Playbooks to execute tasks against a certain goal, here’s where you indicate when you consider a goal to be reached. Most typical criteria are related to changes in Stage, Health, and Segments, but we’ve made it extremely flexible again.
Optionally, you can also indicate if there’s a time-out. If after the time-out, AND ONLY THEN, the goal is not reached, the Playbook will enter its Exit sequence.
Either reaching Exit due to trigger conditions becoming false, or simply because of Goal time-out, here’s where you define which final actions should occur.
From how we’ve built Playbooks, there’s really a couple of use cases you can cover:
We’ll soon post another blog post, elaborating on the different Playbook use cases.
Product-led growth resolves around being able to identify qualified leads for acquisition, expansion and retention.... AND doing something with those leads! Only surfacing PQLs is simply not enough.
We’ve previously introduced Stages, Health, Scores, Segments, Computed properties and other customer intelligence features to enable PQL-surfacing capabilities in a best possible way.
Today marks a historical day in the development of our PLG/SaaS Growth platform, as with the release of Playbooks and Inbox, we’re now set out to providing best practices for manual and automated outreach. In a way, we’re helping you transition your sales and CS teams from ’doing this, no matter what’ to ‘doing this, because it’s historically the best thing to do in this specific case’.
Following about two years of research and model testing, we're proud to finally release Smart Signals ✨, small logical indocators that reflect the state of each account/user within a PLG motion. Leveraging Machine Learning 🤖, yet flexible enough to be altered by customers, they eventually shape the foundation for **automatically** detecting signups that are most likely to buy, to expand, or the churn.
We’ve released Inbox, a place where each platform account/user that needs supervised intervention gets a case with to-do tasks and best-next actions. Built from the ground up for sales and customer success teams, they now have the power to orchestrate outreach throughout the entire organisation... the PLG way!
Last week, we sat down with Laurent Vandevelde, CEO at EasyOrder. We asked him for his growth ambitions, his main challenges in achieving it, and his experience in being at the forefront of the product-led growth revolution. That is, implementing journy.io. 😉
Changing the way you do business, case by case.
Onboard. Monitor. Get expansion signals. Reduce churn, proactively. Grow.
Automatically detect churn & expansion candidates.
Accelerate onboarding and product adoption.
Align activities around 360° customer view, with health and onboarding scores.
Automated CS playbooks and collaborative inbox.
Detect which signups are most likely to buy. Sell more with less effort.
Automatically surface product qualified leads.
Prioritize PQLs call lists and engage with quick actions.
Add tasks and full PQL context to existing CRM and other engagement tools.
Automated sales playbooks and collaborative inbox.
Build revenue workflows, based on how people use your product.
Use machine learning to uncover new sales opps.
Add slow accounts to nurturing campaigns.
Optimize engagement playbooks for maximum conversion.
Leverage any data without needing engineering.
See which impact your product features have on revenue and churn.
Analyse feature importance, usage and impact.
Build key product metrics without SQL, nor coding.
Easily create customer segments based on any product interaction.
Comply to GDPR and CCPA.
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