topic Re: Lifecycle Stages for Free Trial PLG in 💬 RevOps Discussions

Lifecycle Stages for Free Trial PLG

nthatcher-airbr — Thu, 04 Aug 2022 19:30:03 GMT

Hey, RevOps community! 👋

What lifecycle stages do you use if you are using a Free Trial Conversion playlist?
Our company offers both a Free Trial and a Free account option after the free trial is complete (30 days) and I am trying to figure out how to classify the lifecycle stages.
Here is what I have thus far.

Internet Lead- Anyone in our CRM that has interacted with our company
MQL- A lead that has successfully signed up for a new account
Free Active- An account that has set-up their first notifier and receiving errors
PQL- user or account that has shown strong product usage, fits your ideal customer profile (ICP), and/or has indicated buying intent.
Paying Customer- subscribed to a paying tier
MRR- A customer for more than 1 year and still active
LTV- More than 2 years as a customer and has upgraded and/or expanded their services
Evangelist- All of the above plus has helped us with leaving a review/case study/events

I would love to hear feedback 🎉

and recommendations from the community

Re: Lifecycle Stages for Free Trial PLG

danmoyle — Wed, 10 Aug 2022 18:38:30 GMT

This is fascinating @nthatcher-airbr. With the option to now edit and manage lifecycle stages, this is a good example of how it's different than the standard journey. I've alwys thought of simply using Deal stages, but this is different. I like it!

Re: Lifecycle Stages for Free Trial PLG

SellingSaas — Fri, 09 Sep 2022 11:37:48 GMT

hey @danmoyle do you have sales interaction with this process?
- I don't see an opportunity stage in there.

And, is there any kind of classification or scoring done outside of this stage?

- meaning, if the lead down loads an asset from the website are the a web lead? if they show up to a webinar, are they a web lead? if they chat in or inbound call, are they still a web lead?

Re: Lifecycle Stages for Free Trial PLG

danmoyle — Fri, 09 Sep 2022 12:02:20 GMT

Hi @SellingSaas. Here are a few resources for you, as HubSpot's standard lifecycle stage does have opportunity as a choice.

Use lifecycle stages
(For lead scoring) Set up score properties to qualify contacts, companies, and deals
(For sources) Understand Original and Latest source properties

The Original source property tells you the first known source through which a contact interacted with your business. The Latest source property shows the most recent known source. These properties are automatically set by HubSpot, but you can update the value on a contact record manually.

A contact’s Original source or Latest source value will be one of the following:

Organic search
Paid search
Email marketing
Organic social
Referrals
Other campaigns
Direct traffic
Offline sources
Paid social

Hope that helps!

Re: Lifecycle Stages for Free Trial PLG

ClaudiuD — Fri, 03 Mar 2023 08:36:50 GMT

Hi @nthatcher-airbr , this is a great thread, looking forward to hearing from you about how you decided to implement it.

In terms of the lifecycle stage, I am using:
- Subscriber: coming from the blog
- Lead: coming from demos, sales form, etc. (no account created)
- Sign Up: an account is created
- Activated: has interacted with the account - some actions
- Product Qualified Account: in our case, the product is for the team, so I am looking at the entire workspace data to define the product qualified accounts.
- Customer
- Evangelist
- Other
- Churned

not the best yet, still looking at some improvements, but I would like to hear your take on what was implemented with your setup.

There's another element to the PLG stuff, we have 2 sales pipelines - one for self-service (if the user doesn't need sales touches) and one for sales-assisted (when accounts have sales touches)

Re: Lifecycle Stages for Free Trial PLG

danmoyle — Mon, 06 Mar 2023 14:23:11 GMT

@ClaudiuD I love how you've customized these for your use case. That's great!