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How Journey uses product signals to grow revenue throughout the customer lifecycle main image
Jul 14, 2022

How Journey uses product signals to grow revenue throughout the customer lifecycle

David Henry

David Henry

In this customer spotlight, we interview Jason Tange, Head of Customer Success at Journey. We’ll learn the actions Journey took to improve their product-led sales motion by using product signals to grow revenue throughout the customer lifecycle.

How Journey got started

Journey was founded in 2021 and is in the early stages of growth and in beta. Journey gives companies the power to build stories for their prospects, customers, and investors. Their tool makes it easy to organize information and present it as a narrative with outcomes focused on closing b2b sales, getting investment, and onboarding customers.

When Jason Tange came on board as the Head of Customer Success, his goal was to mobilize the team to move toward product-led sales and find new ways to grow revenue from their existing user base.

Endgame is the backbone for how Journey’s customer-facing teams guide the customer to value throughout their lifecycle and it helps us convert more users to paying customers.

Jason Tange
Head of Customer Success, Journey

The tipping point for product-led sales

Journey started with grass roots efforts to get people to try their product. The initial goal in beta was to get people signed up and actively using the product as much as possible. The endgame was to monetize those users over time.

Tange recognized that the key to a product-led sales strategy was being able to see what people on the platform were doing, when they were doing it, when they were active, and when they were declining. It was important to segment users so they could maximize lead-to-sale conversion opportunities.

Where Journey faced roadblocks

Journey recognized they didn’t have a way to get a complete view of their customers and their usage, making it difficult to identify the right users to engage. Sourcing information from HubSpot was time consuming and the data wasn’t actionable or complete.

Journey’s information about their users was described by Tange as “static.” They were monitoring user data and manually inputting it into HubSpot. The biggest gap is that this didn’t allow Journey to monitor fluctuations in usage.

The way Tange describes it is that they could see that a user created 4 journeys and received 20 views. But they didn’t know if that user had recently stopped using the product, slowed down, or if they were currently active. In other words, it was impossible to identify the right time to engage.

How Endgame fits in

Journey is using Endgame to convert free accounts to paid, grow existing accounts, and prevent the churn of high-value customers. Their unique approach involves the full customer lifecycle, focusing on both customer success and sales as intertwined so that as customers get more value in the product, their revenue grows as well.

Journey appreciates Endgame’s flexibility and experimentation. One way they use Endgame is by looking at what actions their high-value customers take while building a Journey. Tange explains that they have been able to focus in on product signals that indicate a user is getting value out of their product.

In Endgame, you can adjust the levels of how much value is assigned to a certain activity, and then represent that activity in a list view. Now I can easily pull up my list view of surging accounts that are over a certain employee number, for example, and then engage them accordingly.

Jason Tange
Head of Customer Success, Journey

Journey has operationalized these product signals to run a simple but effective product-led sales playbook to:

  • Monitor declining usage and investigate why it’s happening
  • Identify where views have dropped significantly and make sure engagement tools are being utilized
  • Note and prioritize valuable users within an account
  • Discover how users are using journeys so Journey can offer targeted/individualized guidance

This is the first time Journey brought together all of their customer and product data in one place, which makes it easier to detect anomalies, identify opportunities, and take action. Journey says it's a game-changer to have product signals that give them an actionable view of how customers get value in their product.

What's next

As Journey continues to grow and transition out of beta, they are excited to use Endgame to explore new insights around conversion. Their goal is to dial-in what signals actually matter and lead to conversion from a trial to paying customer.

Their product-led sales strategy is based on focusing sales efforts on high signal accounts indicated as Fair, Good, and Excellent within Endgame. As they track when and why customers convert over time, they can focus sales efforts on the accounts that are most ready in the moment.

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