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HubSpot for Product-Led Growth

Running a product-led growth company? A huge part involves getting people to try free trials and turn them into full accounts. Let me show you how HubSpot can manage that process for you.

🔄 Sync product user data into HubSpot

🔥 Convert free trials to full accounts using this PLG strategy in HubSpot

✅ Shorten Sales Cycles Strategically

Let's talk HubSpot for PLG

Fueling Product-Led Growth with Customer Data

PLG is a strategy where user acquisition, conversion, and retention are driven mainly by the product itself.

Focusing your strategy on usage data (not opinions) can transform how you grow your product and business.

Product data, showing how users interact with your product, holds the key to understanding what truly matters to your customers.

1/ Customer use cases guide product development.

2/ How customers use the product reveals the problems they are addressing. This helps tailor communication to each customer's specific issue.

How to drive product-based growth with HubSpot?

1/ HubSpot tracks customer interactions, identifies key touchpoints, and enables personalised, automated 1:1 communication.

2/ Targeted messages and timely follow-ups are crucial in converting free trials to paid accounts (this transition is vital).

3/ The best way to shorten the sales cycle is to automate the trial process. Ensure your team engages with buyers showing purchase intent (users ready for an upgrade).

Sync Product User Data into HubSpot

If you have a web app

  • Install HubSpot's tracking code
  • Use the Forms API to submit a form when users log in

If you have a mobile/desktop app

  • Use an iPaaS tool like Hightouch to sync activity data from a data warehouse
  • Leverage custom behavioral events to show activities

👇 Below there is a Custom Journey Analytics Report showing the user flow from Free Trial sign up to account upgrade.

tracking code

Journey Analytics Insights

Here's a Journey Analytics Report of user flow from Free Trial to account upgrade, using Custom Behavioral Events in HubSpot.

It reveals:

  • Churn points
  • Conversion rates between stages
  • Skipped steps in the journey

Business impact:

  • Product Managers can optimize the product to improve conversion rates
  • Marketing can target ads and emails based on user activity (or lack of activity)
  • Sales can suggest upsells based on feature preferences
  • Customer Success can improve their onboarding flow

That's why this data is a must-have in HubSpot!

plg free trial user journey

Customizing Data with HubSpot Objects

HubSpot's custom objects let you tailor your data model for your business. In PLG, you might craft distinct objects for Free Trials and App Accounts.

🔥 Build a PLG Data Model

Create a Free Trials object with properties like:

  • Trial status
  • Trial End date
  • Upgrade date

Create an App Account object with properties like:

  • Account status
  • Product tier
  • Renewal date
  • Recent NPS survey response
data model plg

Automate the trial onboarding and upgrade process

Build workflows to:

  • Create and associate Free Trial object records at signup
  • Set start & end dates and update trial statuses
  • Onboard users to get the most out of their free trial
  • Create and associate App Account object records after upgrade

If you have integrated your user activity data into HubSpot, you can use this object to store custom behavioral events like:

  • App logins
  • Feature usage
  • Upgrade intent indicators

Process work is about clearing the bottlenecks and speeding up operations.

workflow making progress in your trial

Some of our Clients!

Let's talk HubSpot for PLG!

In this call we'll talk about your current situation, the experience you've had so far with HubSpot. What do you want to solve? What does your timeline look like? How would you define project success? If we agree, we'll plan the next steps, which vary depending on the type of help you need.