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Apr 14, 2022

Identify and tune product signals for each type of customer

David Henry

David Henry

In this product update, we introduce Segments and Signals: two features that allow revenue teams to segment users by type (e.g. free, trial, pro), identify the relevant product signals, and tune them so they can focus sales efforts on what's most important for each type of customer.

It’s no surprise that an enterprise account behaves differently than a trial or free account. They use different features, have different goals, and purchase differently. To understand things like product adoption and how it relates to conversion, a one-size-fits-all approach doesn’t work. PLG companies need to track users by segment and define the product signals that matter for each type of customer.

Why we built Segments and Signals

Because most sales teams operate out of their CRM, they have limited insight into product signals, and when they do, it doesn’t tell the whole story. They might know how many seats there are, but it’s much harder to figure out if the account is worth their time or how to build a business case.

To ask more in-depth questions, sales has to go to a consultant, data science, or engineering team to find the answers. This is time-consuming and expensive and leaves sales to operate on intuition.

We built Segments and Signals to provide revenue teams with an accurate and reliable way to:

  • Segment users by type
  • Identify relevant product Signals
  • Tune Signals to improve conversion

The goal is to focus sales efforts on the right accounts based on what’s most important for each customer. Endgame does this at velocity – so sales doesn't have to wait to ask questions, get answers, and take action.

How Segments and Signals are surfaced in Endgame

Segments are defined at the product data level with entry criteria so you can carve out the right users. Our customers typically look at Segments based on product tier including a combination of Trial, Free, Pro, and Enterprise. In this example, we are looking at trial accounts that have not expired.

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From there you can identify the relevant Signals for Trial users and boost them based on importance. In general, trial users operate on a shorter time frame, so Signals like viewing the pricing page or active users over the past 7 days would be more relevant. For a Pro or Enterprise Segment, 30 day windows start to play a bigger role as well as sudden influxes of user invites and adoption of features in the next tier.

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Endgame then aggregates the various Signals to provide sales with an instant read on which users and accounts are surging; this is called Signal Strength. From there you can create custom views for sales that surface accounts with the ability to filter by specific Signals or overall Signal Strength.

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How successful customers use Segments and Signals

Orient sales teams around key product-led sales motions

By using Segments and Signals in Endgame, customers can easily orient their sales team around key sales motions in product-led sales like trial to paid and pro to enterprise by prioritizing the accounts within those Segments that are most likely to convert to higher product tier.

Test, learn, and optimize different product-led sales hypotheses

By defining Segments and Signals upfront, revenue teams can test, learn, and optimize what product signals matter for each Segment and track how customers move across Segments. This allows customers to pattern match their best customers and apply an iterative approach to developing their product-led sales playbook.

Learn how Shortcut’s revenue team uses Endgame to help identify accounts with high Signals that are likely to convert from free to paid.