David Henry
In this product update, we introduce new enhancements to Signals. We increased the flexibility of Signals and added a new way for reps to see what Signals they should take action on, making product data more contextual, actionable, and timely for sales.
A modern SaaS product can have millions of data points that are generated from the product experience. Within that data are Signals – events that take place that indicate a customer is ready to talk to sales.
There are different types of Signals that can impact sales, and each of them mean something a bit different and should be acted upon differently by sales.
We wanted to separate Signals from noise by making them more contextual, actionable, and timely for sales. The latest enhancements to Signals do just that, helping sales teams dial in configuration for the Signals that matter, quickly see what changed, and show reps what they should take action on.
Signals can be configured for each Segment (typically a product tier or type of customer, e.g. Free, Pro, or Enterprise.) In the Signals tab, users can select the Signals that are relevant for each Segment. In addition, they can select a Signal Type, including three new types: Threshold, Significant Increase, and Every time.
Thresholds are for Signals that you want to meter and know exactly when a customer has exceeded a specific number. This can be valuable for Signals like seat count or adoption of a core feature that indicates customer value, e.g. ‘5 Boards created’.
Significant Increase is more flexible and will surface accounts that have a sudden surge for a Signal. This doesn’t have to be predefined and will benchmark recent adoption against historic adoption to ensure nothing falls through the cracks.
Every Time is for the Signals that you just can’t miss out on. This type is Signals that you want to take action on immediately regardless of frequency like when a VP logs in for the first time or when a buyer visits the pricing page.
This update to Signals is designed to work alongside Signal Strength. Users can set Signal Type as well as Signal Boost which is used to calculate a relative Signal Strength (i.e. Poor, Fair, Good, and Excellent).
Together, they provide maximum flexibility to get an ‘at a glance’ view of your accounts with Signal Strength and dialed-in Signals to support your specific sales motion.
Signals can then be used in Views by hovering over Signal Strength or Signal Milestones. When hovering over Signal Strength, reps can see the product signals that contribute to Signal Strength. This helps reps better understand why an account is Excellent, Good, Fair, or Poor and provides context so they can take more informed actions.
Signal Milestones show how far along a user or account is at a glance, and when they are hovered over, users can see the specific Product Signals and their completion rates.
Track progress through the product milestones
Reps use Signals to see at a glance how an account or user is progressing through key product milestones. This provides context on how they are getting value out of the product and can help reps focus in on the right people.
Personalize outreach based on Signals
Reps use Signals to analyze product behavior and personalize outreach based on how the entire account or an individual user is using the product. Some examples of Signals used for personalization are active seats and thresholds for key features, e.g. 'I noticed you've filled all 15 seats and are cranking out over 30 new projects per month!'