How We Used Behavior-Based Onboarding to Improve PLG Conversion

In an effort to enhance their Product-Led Growth (PLG) strategy, the company has been focused on increasing user activation rates by improving their onboarding process through behavior-based email campaigns. By mapping out the onboarding steps and identifying key actions that signal a user's engagement with the product, they implemented a system that sends targeted emails based on user behavior rather than a fixed schedule. This approach, facilitated by the integration of Heap and Marketo, automates the process of guiding users through different stages of engagement, significantly boosting conversion rates by 10% among those who opened the emails. The strategy aims to break down traditional organizational silos and streamline the user journey, thus reducing reliance on lengthy sales cycles. Future plans include further experimentation with email content and sequencing to optimize conversion rates.