Drive Adoption and Scale Net Recurring Revenue without PQLs with Mallory Lee, VP of Revenue Operations at Nylas

The Stack

Nylas has sidelined Product Qualified Leads (PQLs) in their strategies. But what does this mean?

In this episode, Mallory Lee, VP of Revenue Operations at Nylas, shares her insights on how Nylas challenges the traditional concept of Product Qualified Leads (PQLs).

Instead, it focuses on user engagement and identifying high-return users to drive enterprise-level adoption. A growth strategy that revolves around product usage.

Mallory emphasizes the importance of users trying the product before making a purchase.

This approach is particularly relevant for developers who prefer to experience the product firsthand rather than talk to sales.

Main Takeaways:

• Moving away from relying on traditional PQLs, Nylas focuses on engaging every user directly with the product.
• Mallory recognizes the importance of building a strong user base through personalized interactions and experiences to encourage customer retention and expansion.
• NRR is a critical metric, ensuring existing customers find value in the services, expand their usage, and contribute to sustainable revenue growth.
• Leveraging agile and flexible marketing tools and solutions allows adaptation to meet customers' needs.
• Traditional marketing tools in the emerging PLG landscape may not work, requiring adaptive and nimble solutions to support marketing strategies.

Tools Mentioned in this Episode:

• Nylas: A powerful email, calendar, and contacts API used to integrate email functionality into applications.
• Woopra: Provides real-time customer analytics and insights, helping Nylas understand user behavior and make data-driven decisions.
• Segment: Enables Nylas to capture product touchpoints across various platforms and devices, allowing her to analyze user interactions and improve user experiences.
• MadKudu: Calculates a score to identify meaningful touchpoints, helping prioritize and personalize customer interactions.
• Inflection.io: Provides targeted messaging at the opportune moment to drive activation, retention, and expansion, resulting in valuable aha moments and increased customer revenue.
• Gong: Gong provides conversation analytics for sales teams, helping them gain insights from customer interactions and improve sales performance.
• Fivetran: Fivetran automates data pipeline workflows to collect and analyze data from multiple sources.
• Vitally: Vitally is a customer success platform that tracks and manages customer health, ensuring long-term satisfaction and retention.
• Salesforce: Used to manage customer relationships, track sales activities, and drive business growth.
• Drift: Drift is a conversational marketing platform that helps engage and convert website visitors into customers through personalized messaging.
• Marketo: Marketo is a marketing automation platform Mallory uses to streamline and optimize her marketing campaigns, driving lead generation and customer engagement.