How Hightouch and Correlated can superpower your PLG Sales Stack

For companies like yours, your data warehouse (Snowflake, BigQuery, Redshift, etc) is your “source of truth” for customer data. Hightouch allows you to take that data from your data warehouse and pipe it into other SaaS applications so that every team in your company can use those insights to make better data-driven decisions. And lucky for you, Correlated’s Hightouch integration is now in Beta. 

By combining Correlated with Hightouch, you’ll be able to leverage your existing data models in Hightouch to power Correlated, unlocking a ton of new revenue opportunities for your team. Correlated orchestrates your go-to-market motions from first signup to fully onboarded customer, allowing you to monitor all your users and act on every opportunity for conversion or expansion. These opportunities are then sent directly to the tools your revenue teams use daily, such as Salesforce, Outreach, Salesloft, and Slack. Now your revenue team can tap into ALL of your data, not just data that lives in your CRM or in static dashboards, to figure out which customers to talk to and why.

Long story short, you’ll enable your team to reach the right people, at the right time, with the right message.

Why use Reverse ETL to power your PLG Sales Stack?

Product Led Growth (PLG) sales is unique in comparison to traditional enterprise sales. The biggest difference? Your leads have likely already experienced your product and are familiar with what it does. As a sales team, understanding how individual Users and Accounts are using your product can provide incredible insight and context into how you should be reaching out to those Leads or Accounts. 

Many of the top PLG companies today leverage Reverse ETL (like Hightouch) to expose important data that lives in silos with your product or data team, to sales and revenue teams right in the tools that they live in. For example, let’s say that you are tracking the total number of logins by account in your product. You pipe that data into your data warehouse, transform it by linking it up with Salesforce, and then use Hightouch to pipe the total number of logins into Salesforce as a custom field. Now, your sales reps know for a given target customer, how many times they’ve logged in. Hightouch makes it easy to do this with a visual builder, as well as with SQL functionality. You can re-use pre-existing data models, which means that you can pipe the total number of logins into Salesforce as well as Correlated in just a few clicks. Hightouch makes it possible to scale the data models you’ve already built and easily sync them with SaaS applications where you can power how sales reps work. 

Unlocking revenue with Hightouch and Correlated

As described above, Hightouch makes it possible to easily sync data from your data warehouse into other applications. But what does combining Hightouch and Correlated do? If you’re already a Hightouch customer, you can leverage your existing data models and connections to pipe relevant data into Correlated. We’ll be able to accept Account, User, and Metric data types and expose that data in a way that makes sense to your sales teams. 

With Correlated, you can easily turn your user data into actionable insights with our simple dropdown Signal builder to get notified when users take key actions, invite other users, or reach usage thresholds in your product. Correlated also pushes insights directly into tools your revenue teams use every day, like Slack, Salesloft, Outreach, Salesforce, and so on. Your sales team can also use Correlated to self-serve their way to new insights by building prioritized Account and User lists and setting up their own actionable Signals. No more time wasted on low value follow up, your team will know exactly who they should be talking to and when.

Correlated makes it possible to actually take action on data by turning the data you’ve exposed via Hightouch into workflows triggered directly into the tools your team uses.  Here are some examples: 

• Easily trigger an Outreach campaign for all Accounts flagged as “Enterprise” in your CRM with more than 10 logins in the last week and self-service billing revenue over $300 MRR. In this example, the models are coming from  Hightouch and the triggers are generated by Correlated.
• For larger sales teams, identifying expansion opportunities can be really challenging. Often teams are asked to dive into complicated dashboards in Looker or Tableau or sift through Salesforce Reports. With Hightouch and Correlated, you can easily create a Signal that triggers a Slack notification and Salesforce task to be created when an Account hits a 90% contract commitment threshold or uses a new, gated feature for the first time.
• For SDR/BDR teams at PLG companies, it’s often challenging to know which inbound leads to engage with using powerful sales tools like Outreach or Salesloft. Using Correlated, you can create Signals based on a combination of firmographic (employee count), demographic (title) and usage-based (logins, invites sent, activity growth over time) triggers. Hightouch makes it easy to send this data to Correlated so we can power the Signals that enable these custom email campaigns.

Getting Started with Hightouch and Correlated

Our Hightouch integration is currently in Beta and we’d be happy to help you get started with a free trial. Or, you can set up a 1:1 product demo and mention your interest in Hightouch. We’ll be able to set you up with everything you need to leverage the work you’re already done in Hightouch to power Correlated.