1. Create your Ideal Customer Profile
This step should be easy, because you should have already created an ICP when you built your product, and continuously tested and refined it as you brought your product to market. Who really loves your product? Those customers should make up the backbone of your ICP so you know exactly who to target when looking for loyal, high-value users.
2. Understand the Value You Provide to Users
What’s the core value of your product? For us at Reprise, it’s allowing business teams to capture the front end of their products and get full control to customize the product experience, add interactive guides, share or embed the experience, and analyze usage. Once a user has experienced this core of your product, they’re likely to see the value in your product and understand why they need what you provide.
Identifying signals that your users have experienced this value is key to creating a PLG definition. For Asana, it was when users began adding mission-critical data to the site, or had a significant uptick in engagement. That indicated the user saw and appreciated the value of the product.
3. Find Buyer Intent Signals
But just seeing the value of the product isn’t enough to make a user move from free to premium, though it’s a good first step. Plenty of users will appreciate how well your product fits their needs, but remain content with what your free version offers. When a user becomes a potential PQL is when they also start demonstrating the intent to buy.
Some good indications that a user has reached this stage include if they visit your pricing page, ask questions about pricing, hit a paywall like a usage limit, or contact your support team. These are indicators that your sales team can confidently step in and engage with the user with a good likelihood of success.