Identify the areas of the product that close more deals and get your prospects to those areas faster.
It’s pretty simple math. If you can identify the features that drive value, and reduce the time it takes for your prospect to get there, you drastically improve your chances of closing the deal.
To get started, build a segment that contains users associated with the last 10 deals that your team closed/won. You can also build a segment containing the opposite - last 10 deals that were installed, but that you didn’t close. Using these as your cohorts, leverage product data with the following flows:
Track first time product navigation with Paths: You can build a path to compare the path that closed/won users took vs closed/lost users. Do they differ? If so, consider using guides to direct future users to areas of the product that promote closed/won deals. Don’t worry, if they look pretty similar you can dive into page and feature usage over time to identify other trends.
- Analyze page & feature usage: Using those same cohorts, analyze feature and page usage over your trial period. What pages and features are used most among the deals that you won?
Improve Your Forecasting
Create a benchmark
It’s that time again - weekly pipeline meeting. "I feel good about this account. I think they’ll close"
We like to think of Pendo as sleep insurance for your sales team. Again, leverage those cohorts that you built for closed/won and closed/lost deals. We recommend analyzing a few different metrics to determine a likelihood to close %:
Time on site: comparing the two cohorts, find the sweet spot that a user needs to spend in your product in order to purchase. The goal is to come up with a benchmark such as "A user who spends less than 2.5hrs over the course of a trial is more than likely not going to purchase."
Number of days active: Do users need to be active more than 10 out of 30 days during a trial in order to close? During your pipeline meeting, if the user has only spent 2 days in the product, it’s a pretty safe bet that they have a low chance of closing.
- Number of total users within an account at time of close: is your product normally a one-person show? or does the data suggest that you need a few team members on board in order to close?
Monitor Trial Engagement
Get a hold on users who go dark well before the trial is over
You’re managing a huge pipeline and it’s hard to stay on top of users who don’t log in. By the time you notice the prospect hasn’t been logging in, it’s too late. Leverage our Zapier integration to monitor and take action when this happens.
Internal Notifications: using the number of days active you previously uncovered, set up automated notifications to your team so that they can engage with anyone that falls outside the closed/won bucket.
Automate the engagement process outside the product: At the same time that Zapier is notifying your team of inactive users, it could also be sending the prospect an email in an attempt to re-engage them.
- Users who don’t respond to emails, but are logging into your product: build a guide targeted specifically to that account or user you’re having trouble connecting with. Next time they log into the product they’ll be greeted with a nice welcome message from the sales rep asking if they have questions or can help in any way.