Top of the lyne - Toplyne Labs #3 - The Gmail Paradox
Hey, Ruchin here! 👋 Welcome back to Toplyne Labs - Edition #3 A weekly digest that covers unique insights on what makes PLG businesses tick, what signals make for the best PQLs, what sales teams get right, what they get wrong, and the meaning of life… Go figure 🤷🏻♂️ This week, we look at data from over 5M users to answer a question that all PLG companies ask themselves every now and then - especially as they look down their list of new sign-ups:
Insight #1: Do you block Gmail logins? You might be turning away 30-80% of signupsIf you’re a sales or demand generation team, personal email ids are your friend. They can expand your top-of-funnel by 30-80% - irrespective of whether you’re a B2C or enterprise business. Insight #2: But Gmail signups have 1-3x lower conversion ratesNo doubt, Gmail IDs add noise to the funnel. You don’t know which company they work at, how large the company is, how much they’ve raised, yada yada. Traditional profiling and legacy third-party enrichment just don’t work. But that sounds like a YOU PROBLEM 😬 Because boy, do these leads convert.
It’s your job to find these users… vs. expecting these users to find you (?!) whutt 🤨 Insight #3: Gmail win rates can be a LOT better
Let’s get real for a second. A large % of the Gmail signups you let through the door will never convert. As a PLG company, it’s your job to identify those who would. The carrot at the end of the stick - 20-70% of your potential conversions. But traditional lead scoring fails in doing this. It relies too heavily on the BANT framework - a legacy qualification framework based on Budget, Authority, Need, and Timeline. Traditional lead scoring indexes heavily on Budget and Authority. But with Gmail signups, you know a lot less about:
But as a PLG company, you have a lot of knowledge about the Need and Timeline your prospect is working with.
All you need to do is train an AI to scan through the millions of clicks within your product to spot users who have shown the highest proclivity to buy. Here’s how you do it:
OR….. You could just signup for Toplyne and we’ll have this set up and ready in 7 days 🤷🏻♂️ If you liked this post from Top of the Lyne, why not share it? |
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