Run outbound on product usage
The strongest signal you have is what people already do inside your product.
The conversation
Sample accounts and numbers, for illustrationYouFind accounts where more than three people used the product this month. Exclude customers and open opportunities, and show me which teams are coming back every week.
Unify3 checks · PostHog and CRM
- Grouped active users by company and checked repeat activity across the month.
- Separated recurring team use from one-off logins.
- Matched company domains to CRM accounts and removed customers and open opportunities.
Three teams meet the usage criteria and have no customer record or open opportunity. Northwind has the strongest combination of repeat use and new teammates joining.
Unmatched domains stay out of the outreach list until their CRM status can be checked.
YouWho brought the Northwind team in, and who would own a team-wide purchase? Check whether anyone is already reaching out.
UnifyDana brought in the first group and is the best starting point. Marco is the likely budget owner based on his role, but that still needs confirming with Dana.
- Week 1Dana Whitfield signs upSupport Operations lead. Connects a data source on day two.
- Week 2Seven teammates invitedAll on the support team. Five are active by the end of the week.
- Week 3Shared reports beginThree reports shared across the team; two go to Marco Reyes, VP Customer Experience, who is not a user.
- Week 4Twelve active usersActive every week of the month. No sequence or outbound touch on the account.
- Dana Whitfield · internal champion
- Invited the seven teammates and connected the first source. Ask about the team rollout.
- Marco Reyes · potential budget owner
- VP Customer Experience, receives the shared reports, not a user. Confirm ownership with Dana first.
Set up
- Outreach check No active sequence or recent outbound touch is attached to the matched account. Route the draft to the account owner for review before enrollment.
YouWrite Dana a short email about a team rollout. Keep it at team level, and hold it for review.
UnifyHere is a draft focused on the team’s adoption, with no individual activity timestamps or usage history.
ToDana Whitfield
SubjectBringing the team together
Dana, it looks like Northwind is starting to use the product across the support team. Are you exploring a shared setup, or is everyone still trying it independently? Happy to help with a rollout plan if that would be useful.
Before sending: confirm Dana’s address, account ownership, and current sequence status. The email stays a draft until approved.
Working the product signal, with and without Unify
The strongest signal you have is what people already do inside your product.
| Without Unify | With Unify |
|---|---|
| Every signup looks like a lead, including the one that logged in once after a webinar | Repeat use across more than one person counts as a signal; a single login does not |
| Nobody can see who invited the rest of the team in | The person who brought teammates in is named, and so is whoever signs above them |
| Accounts already under contract get prospected, and the account owner hears about it | Existing contracts, open opportunities and active sequences come out first |
| The message says it noticed they signed up, which tells them nothing they did not know | The message names what the team did, at team level rather than watching individuals |
Start from this prompt
Make it your own in Unify, then review the results.
Find accounts where more than three people used the product this month and nobody is in an open opportunity, and tell me who invited whom.
How it changes by who you sell to
- Software
- Seat growth and invite events are the clearest buying signal you get, and PostHog carries both. Ask for accounts where invites crossed teams, and who sent the first one.
- Retail and e-commerce
- Usage spikes follow the retail calendar, so read it seasonally. Ask Unify to compare this month with the same month last year before it flags an account as growing.
- Education
- Departmental adoption spreads by invitation, one faculty at a time. Ask for accounts where a second department has started using the product, and for the chair of that department.
- Media
- Usage is bursty around launches rather than steady. Ask for accounts whose usage rose around a campaign or launch, and reach out while it is still high.
- Financial services
- Usage from a risk team is a stronger signal than usage from a pilot group. Ask for the team behind the usage and rank risk, compliance and operations above anyone else.
- Healthcare
- Usage across facilities is the expansion signal; a single site is a pilot. Ask for accounts where a second facility started using the product, and for the system-office owner.
Next in product-led growth
+4Stalled signupsFollow up with stalled signupsPeople signed up, logged in, and stopped before the step that makes the product useful. Find where each one stopped and point them at the next step.- +4Free-plan conversionTurn free-plan usage into upgradesFree-plan users who use the product every week have already made the case. Find them, and write to the one who uses it most.
- +4Paywall hitsTurn paywall hits into upgrade conversationsSomeone hit a limit inside your product. Find out which limit, who else at the account is affected, and offer help before the upgrade pitch.
Connect what this workflow uses
Each guide covers the connection, what Unify reads and writes, and what to check before the first run.
- Connect PostHogConnect PostHog to Unify as a destination, choosing the product events and the person and company context to send.
- Connect SalesforceAuthorize Salesforce in Unify, configure CRM field mappings, and choose when to enable writing.
- Connect HubSpotConnect HubSpot to Unify, map Company and Person fields, and plan CRM exclusions and supported write-back.
Questions about this workflow
Where does the usage data come from?
PostHog, which you connect. It shows who used the product, how often, and who invited whom.
What does 'nobody is in an open opportunity' check?
Your CRM. Accounts with a deal already open are left out so sales is not chasing a conversation that is already happening.
Why does it matter who invited whom?
The first inviter is usually the champion. Starting with them gets you the story of why the team adopted the product.
Can it write the outreach?
Yes. Ask for a first email that names the usage and the team, and it drafts one per account for review.