HubSpot Marketing

Roynal
Contributor

Qualification is an indicator of interest and not intent

With all the buzz and momentum in the SaaS world of product-led growth, there’s been an enormous amount of emphasis placed on the PQL or product-qualified sales process🔻. Here are some things to pay attention to 

-An ICP match🚹🚹🚹 is a prerequisite for any self-serve process, having a clear match here enables you to build a qualified set of trial users. Qualified doesn’t mean interest.
-Trial usage of a product means only interest in exploring the product and it doesn’t always translate to sales🏷️. PQLs are the new awareness.
- PQLs are not made equal ≠, some users are easily satisfied with a free tier or limited features. Go deeper into the usage analytics📊 and identify activated users vs engaged users. Activated users are the key to conversions.
- The upgrade cycle⬆️⬆️ in your user base is contextual. If your product is a seat-based license, then the upgrade is purely on their growth. If it’s usage-based then usage of high-value features. Calibrate your up-sell/cross-sell approach based on these criteria. Have the telemetry to differentiate intent clearly.
- If your SaaS product is a high ticket item a sales approach🕴️ is a must for signing up high-value clients💲💵💲. A self-serve funnel needs to reconcile with a sales funnel.

 

I repeat PQLs are indicators of interest and not intent to buy. You have to invest your marketing and sales dollars to translate interest into intent.

2 Replies 2
ALLucas
Participant

Qualification is an indicator of interest and not intent

Love this sentiment

kvonloesecke
Community Manager
Community Manager

Qualification is an indicator of interest and not intent

Thanks for sharing, @Roynal!


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