Integration connected
A trial or free user connects your product to their CRM, data warehouse, or another core system.
Connecting a core system takes permissions and effort. A user who does it is planning to rely on the product, and the integration usually sits behind an admin who can approve a purchase.
- Strength
- Strong
- Act within
- The 2 weeks after the connection
- Best for
- Product-led software companies with integrations
How we detect it
Runs on Segment, HubSpot or Salesforce, and Clay.
- Send integration events from your product to the CRM, with the system connected.
- Check the account’s fit and plan, and flag connections on free or trial accounts.
What it triggers
An opening line, to show the angle. It never goes out as written.
Most teams who connect Salesforce in their first week hit the same field mapping question by week 2. Here’s the 2 minute fix.
- Email: Offer help with the setup the integration usually needs next.
- Rep alert: Alert the rep with the system and the user who connected it.
Where it goes wrong
- Sending a sales email when a setup tip would get the reply.
Stack it with
A second signal on the same account moves it up.
Product usage milestone
A free or trial account hits a usage event that predicts conversion, such as inviting teammates or connecting an integration.
Serious systems on a starter plan
An account on a low tier connects enterprise systems such as Salesforce or Jira, or builds heavily, without an enterprise plan.
More your product signals
Every your product signalProduct sign-up from an ICP account
Someone from a company that fits your ICP signs up for your free plan or trial.
Several users from one company
Several people from the same company sign up for your product separately.
Usage limit reached
An account hits a plan limit on seats, credits, records, or features.
FAQs about this signal
A trial or free user connects your product to their CRM, data warehouse, or another core system. Connecting a core system takes permissions and effort. A user who does it is planning to rely on the product, and the integration usually sits behind an admin who can approve a purchase.
Send integration events from your product to the CRM, with the system connected. Check the account’s fit and plan, and flag connections on free or trial accounts. Understory Agency runs it on Segment, HubSpot or Salesforce, and Clay.
The window to act is the 2 weeks after the connection. Understory Agency routes it to email and rep alert. Offer help with the setup the integration usually needs next. Alert the rep with the system and the user who connected it.
It works best for Product-led software companies with integrations. It is strongest alongside “Product usage milestone” and “Serious systems on a starter plan”.
Or let us run it for you
Understory Agency's GTM engineers build the detection in Clay, wire it to the play that fits, and sync every touch to your CRM. Tell us who you sell to, and we'll show you where we would start.