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How can a sales-led company generate PQLs (product-qualified leads)?
Here’s how Athennian does it using interactive demos 👇👇👇
One of the major benefits of a product-led strategy is that customers can easily experience your product and see the value before having to speak with sales.
Instead of generating MQLs that only measure the intent of buyer based on consumption of your marketing materials, product-led companies have PQLs that score leads based on engagement with their actual product.
For sales-led companies, this may seem impossible, but that isn't the case.
Companies like Athennian are using an interactive demo platform to generate their own PQLs.
Ok, so here's what they do.
1️⃣ Create capability-focused demos
They started by creating a series of interactive demos, focused on specific product capabilities. This allowed them to keep each one short and digestible.
2️⃣ Align demos with customer pains
They gave each demo a title that reflected an actual pain / job to be done in their platform.
3️⃣ Build a self-serve "Demo Center"
They then created a hub where buyers could choose from their entire collection of demos, based on their need and interest.
4️⃣ Capture emails to track engagement
They gated the Demo Center, letting them track what demos a prospect viewed (and finished).
5️⃣ Created lead scoring rules
Finally, they created lead scoring rules in their CRM based on demo consumption.
Here’s what this lets them do 👇
When a prospect starts to engage with these demos, Athennian is able to score them as if they were using a real product 📈
And since the tours are aligned to real customer pains, their marketing and sales team also knows exactly what messaging to use in their follow up 🎯
A big shout out to Sydney Lawson, who talked about this strategy in Navattic's customer interview series lat week.
PS. If you like practical product marketing example like this, check out my newsletter “The Swipe Files” where I share 5 new examples every Wednesday 👉 ProductivePMM (dot) com/newsletter
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