What are Product Qualified Accounts?

by Frederic Melanson in ,

40% of Slack's revenue last year came from the sales teams closing high-valued accounts and expanding current customers.

That's the power of tracking and engaging Product Qualified Accounts (PQAs).

We wrote this piece so you know how to define your PQAs, how to track them and how to turn tracking into new revenue for your business.

Let's dive in!

🎯 What are Product Qualified Account (PQAs)?

Product qualified accounts (PQAs) are potential customers who have signed up for a product, whether through a single user or multiple users and have taken actions signifying a strong likelihood of becoming paying customers.

PQAs are defined by a mix of Firmographic info and milestones in the product.

Firmographic: The account fits your Ideal Customer Profile.

The best PLG sales team focuses on less than 50% of their user base as high-revenue prospects.

The most common firmographics include:

  • Company size
  • Country
  • Industry

Pro note: Firmographic criteria are influenced by the price structure of your solution.

Per-user pricing or low ARPU β€”> More dependant on firmographics.

Usage-based pricing or high ARPU β€”> More dependant on product milestones.

For example, Notion's sales teams need to focus on really big accounts since their enterprise pricing point is around 20$/user/month.

Notion pricing page

On the other hand, a company like Userpilot can be more flexible with firmographics because their pricing is higher (minimum of $249/month) and they charge per usage.

Userpilot pricing

Product milestones: Users are getting value from your product and showing revenue potential.

Which account in all of our sign-ups have reached the "aha moment"?

That's the main product milestone to identify.

Once users have understood the value of your solution through using it, they're very likely to buy. If they have the required, firmographics criteria, your sales team must engage.

A few "aha" milestones from your favourite PLG companies:

aha moments of tech companies

PQA types who are ripe for revenue

  1. Free to paid conversion πŸ‘¨β€πŸ’» β€”> 🎯
  2. Expand account with more users, higher feature tiers or by unlocking more usage. 🎯 β€”> πŸ’°
  3. Convert monthly to an annual plan or sign an enterprise service license agreement (ESLA). πŸ’° β€”> 🀝

Those PQA types can all be identified by different trends in the product's usage.

Sales reps need to adjust their outreach depending on product buying signals sent by the accounts.

Prioritizing PQAs

Now that there are a bunch of new accounts to outreach to, PLG sales teams need to learn to prioritize which accounts to focus on to maximize the effort-to-revenue ratio.

The easy one is by focusing on accounts showing direct buying intent in the product.Β 

For example, if an AE sees that qualified users are clicking on the "Export PDF" feature in Pitch without upgrading, she should reach out!

Pitch screenshot

Second is to prioritize by using the existing marketing qualified lead (MQL) model already in place.

Meaning you can prioritize PQAs to engage based on who has users that:

  • Go on specific pages of your website.
  • Download marketing content like ebooks.
  • Attend webinars.
  • Reach out for support (hand-raisers)

Knowing when to reach out

The basis of engaging PQAs is very timely.

Grabbing prospects' attention is hard and sales reps need to react closely after accounts reach specific milestones.

What we've heard from the best-performing PLG sales teams is that having data is not enough.

Getting actionable insights in real-time is key.

Bliinx slack message

Because as we all know, sales reps are lazy ;)

Make it easier for them to do what they do best.

Knowing who to reach out to

Same as they would with identifying PQAs, PLG sales teams use demographics and product actions to identify key users to reach out to.

πŸ† Champions: Aka power-users. Users who are taking key product actions or constantly engaging with the product.

Those users have reached milestones and understand the product's value.

πŸ§‘β€πŸ’» Influencers: Users that can influence the upgrade.

For example, an ops person if your paid offering requires developer input.

πŸ‘©β€πŸ’Ό Decision-makers: Users who have titles like "VP, Head of..., Director of...".

A 3-step way to track PQAs in your workflow

  1. Sign up for free to Bliinx
  2. Create a "Signal" that you want Bliinx to track, including firmographic triggers and product triggers.
  3. Connect your Signal to workflow actions.

That's it!

Love those tips?

Have a wonderful day 🀩

Fred

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