The situation
In their own words
"We finally know which trial users are ready to talk to sales based on what they actually did in the product. Conversion tripled in 90 days."
— VP Revenue, B2B SaaS Platform, Series B
The company had 11% trial-to-paid conversion with no visibility into why trials churned. Marketing attributed trials to campaigns. Product saw in-app behaviour. Sales saw none of it. No joined-up view of the conversion journey.
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The solution
What Celumai built
We connected Segment to HubSpot, built Product Qualified Lead scoring based on feature activation events, redesigned the trial nurture sequence with product-triggered messaging, and set up automated sales routing when PLQ criteria were met.
The results
What actually changed
Trial-to-paid conversion increased from 11% to 34% within 90 days. Sales team stopped wasting time on unqualified trials. Marketing attribution now connects campaigns to product activation.
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