Many modern SaaS companies that focus on product-led growth start by attracting single (paying) users and then expanding those licenses into team licenses. This approach has been successful for products such as GitHub, Railway, and Sentry, among others.
Understanding both user and account level activity is crucial in predicting single-user to multiple-user/team expansion and multi-user to single-user retraction.
Some might suggest considering teams of a single user to avoid the additional work. However, enrichment data is often stored differently for users and teams (e.g., Stripe subscription data), making that option impractical. Additionally, downstream engagement through CRMs, marketing platforms, or support ticketing systems requires user and account abstractions, particularly when users are both part of teams and have single-user licenses.
When collecting subscription data from platform, Stripe or Chargebee, data must be properly formatted and linked to either user, either account/team objects. journy.io allows for mixed data input.
So you may have user billing done inhouse, with data being shared through your own platform, yet have team billing being handled by e.g. Stripe. In journy.io you choose which properties from which sources belong to which objects.
To effectively manage revenue metrics for both users and account/teams, it is crucial to group revenue streams correctly and take appropriate actions. With its latest update, journy.io now provides various SaaS-specific metrics, such as MRR, base currency, MRR base, and renewal date, for both users and account/teams, and groups them by object and stage.
When a user has a single license, MRR and other revenue metrics are typically shown at the user level. If the user converts into a team license, the recalculation will occur on both the user and team objects, which reflects the omission of user revenue and the addition of team revenue.
The next step into supporting mixed B2C/B2B environments is the ability to create business-specific metrics —in journy.io, it’s called (computed) properties— that reflects progress in transversing your customer journy stages. Moreover, these metrics often need to take into account that users can be part of different teams, and thus support multi-account-multi-user mixed B2C/B2B environments.
Starting from native properties on user, account and relationship level, journy.io offers computations on unique relationship conditions between the different aforementioned data objects.
A few examples:
The possibilities for creating meaningful properties, tailored to your specific business needs, are endless. Our additional math computing module allows you to create any mathematical function on all computed properties, giving you even more flexibility.
Your newly created business-specific metrics are now ready to fuel segments, scores, signals, and playbooks, all of which are required to conduct a proper mixed-environment product-led growth (PLG) motion. Additionally, these metrics can be live-synced to destinations of choice, such as Salesforce, HubSpot, ActiveCampaign, Appcues, etc., to ensure that your local engagement flows in these apps always hold latest PLG information.
Once the data is ready to support your environment, lets start building engagement playbooks. As with properties, these playbooks need to cover both single users and specific users from specific teams…which could eventually turn out to be the same users.
journy.io provides great flexibility in creating these playbooks. It starts with a wide range of possible entry conditions, both on individual user and account/team level.
Once established which accounts/teams are to enter a playbook, actions towards most promising users within these accounts/teams must be considered, in order to achieve conversion/expansion/retention goals.
journy.io provides a wide range of actions, made available through the connections you’ve made. If you’ve connected HubSpot, you’ll be able to e.g. add users to email lists or add tasks related to users and accounts. If you didn’t connect HubSpot, you simply won’t see these actions appear.
SaaS companies that focus on product-led growth often start by attracting single users and then expanding those licenses into team licenses. Understanding both user and account level activity is crucial in predicting conversion, expansion and retention.
With its latest update, journy.io allows for flexible data collection and revenue metric management for both users and account/teams.
Additionally, journy.io offers computations on unique relationship conditions between users and accounts/teams to create business-specific metrics that fuel segments, scores, signals, and playbooks for a proper mixed-environment product-led growth (PLG) motion.
Create your account and watch your revenue metrics improve. No extra dashboards to manage, no extra tools or coding needed. All from data you already have and tools you're already using.
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