The Qualifiers That Fit Your Product
Like we mentioned before, the qualifiers differs from product to product. For a social media company, PQ might mean adding profile information and adding 10 friends. For a chat application, PQ can be sending 100 messages. For a CRM like Pipedrive, PQ can be adding 50 leads and moving them through the pipeline. What does your Ideal Customer Profile look like? What are the actions that you expect them to perform? How do accounts of your existing customers look like? Do they use any competitor products already?
Some attributes that you can use to qualify leads:
This qualifier is pretty straightforward. Based on your ICP, you already know how active a user needs to be a serious prospect. Is the product mission critical for the lead or is it something that is good to have? You can qualify leads based on how many times they use your product every day or how many trigger actions they perform. For example, for a CRM company, importing leads daily can be an important qualifier.
Crossing usage limits
All freemium products have usage limits on their free plans. If a lead is about to cross the usage limits, he/she may need an upgrade. Dropbox offers 2GB of storage in their free plan. People who are on the verge of crossing the limit may need to upgrade.
Adding users to account
If a lead has added team members from their company, it is a good indicator that they are trying to adopt your product. Based on your ICP, you can create triggers to qualify leads based on the number of users joining from the lead’s company.
Integrating your product with their framework
If the lead integrates your product with other software they use, there is a good chance that they are trying to fit your product in their existing framework. A significant product qualification attribute can be frequent usage of activated integrations.
Is there a particular feature or a set of features that your high-value customers use? If a lead is using high ticket features frequently, it would mean that they are more qualified for premium plans than other free users.
Once you figure out what triggers define a qualified customer, setting a PQ framework is pretty simple with the right data and tools.