How we implemented data and analytics for product-led growth

Mixpanel’s PLG approach to new business looks like this:

From the data and analytics perspective, we needed to do two things to make this process work:

We needed to track potential customers along all the paths they may take in the diagram above and route them to sales when appropriate with the right contextual information.
We needed to make data and analysis on how accounts are progressing through the entire diagram above available self-serve to everyone at Mixpanel.

The big challenge with implementing a PLG strategy is that you need to make use of product data, marketing data, and sales data all together.

With that in mind, below is how we set up our data infrastructure.

Transactional ≤≥ Clickstream ⇒ On signup, identify/alias your anonymous UUID to your user ID from the transactional database
Product ≤≥ Sales ⇒ Create/update a lead on signup and make sure to tag the user ID on the lead/contact
Sales ≤≥ Marketing ⇒ Most marketing tools already track marketing users to Salesforce leads and accounts