Fuel Your Growth Engine: Turn Product Insights into High-Converting Leads with Journy

Marketing teams in product-led growth (PLG) companies face a fundamental challenge: traditional marketing analytics and lead scoring models don’t reflect actual buying intent.

• MQLs don’t always convert because they’re based on surface-level engagement (e.g., form fills, webinar sign-ups) instead of real product usage.
• Marketing teams lack visibility into which acquisition channels bring the most engaged users—leading to wasted ad spend.
• Email and retargeting campaigns aren’t personalized, because marketing doesn’t have access to in-app behavior.
• Marketing and sales are misaligned, leading to longer sales cycles and poor handoffs.

Without real-time product usage insights, marketing teams end up spending resources on the wrong leads, wrong messages, and wrong channels—leading to low conversion rates and wasted budget.How Journy Helps Marketing TeamsJourny bridges the gap between marketing data and product usage data, allowing marketing teams to:

• Optimize lead generation by focusing on Product-Qualified Leads (PQLs).
• Personalize nurture campaigns based on user behavior inside the product.
• Track and optimize acquisition channels to invest in the highest-value users.
• Align marketing with sales by ensuring both teams work with the same data.

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Here’s how it works?

1. Identify Product-Qualified Leads (PQLs), Not Just MQLsThe Problem:

• MQLs (Marketing-Qualified Leads) are often based on page visits, email opens, or demo requests, which don’t always translate to buying intent.
• Many marketing teams pass leads to sales too early or send the wrong users into nurture flows.

💡How Journy Helps:

• Journy tracks actual in-product behavior (e.g., feature usage, time spent, team collaboration).
• It identifies which free/trial users show real intent, helping marketing teams prioritize and nurture leads that are more likely to convert.

🎯 The Impact:

• Higher MQL-to-SQL conversion rates.
• Better-quality leads passed to sales.

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2. Optimize Acquisition Spend on the Right Users

• Marketing often spends on lead volume rather than lead quality.
• Channels that drive the most sign-ups aren’t necessarily the ones bringing high-value users.

💡How Journy Helps:

• Tracks which acquisition sources generate high-intent PQLs, not just sign-ups.
• Helps marketers shift budget to the highest-converting channels.

🎯 The Impact:

• Lower customer acquisition cost (CAC).
• Higher ROI on paid campaigns.

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3. Personalize Nurture & Retargeting Campaigns

• Most marketing automation tools lack in-app behavioral data, leading to generic emails and poorly timed outreach.
• Users receive the same nurture flow whether they’re active in the product or completely disengaged.

💡How Journy Helps:

• Enables behavior-based segmentation, so marketing can:
  • Send personalized onboarding emails based on feature adoption.
  • Retarget users who got stuck in a specific step inside the product.
  • Trigger upsell and upgrade emails when a user hits feature limits.

🎯 The Impact:

• Higher engagement rates in nurture campaigns.
• More trials converting into paid users.

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4. Align Marketing and Sales on the Same Data

• Sales teams often don’t trust MQLs because they aren’t based on real product engagement.
• Poor handoff from marketing to sales leads to slow follow-ups and lost opportunities.

💡How Journy Helps:

• Creates a single source of truth for marketing and sales.
• Allows both teams to define PQL criteria together, ensuring sales gets high-intent leads.
• Real-time alerts ensure reps reach out at the right moment.

🎯 The Impact:

• Faster sales cycles and higher win rates.
• Stronger marketing-sales collaboration.

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5. Track Marketing’s Impact on Revenue, Not Just Leads

• Most marketing reports focus on traffic, sign-ups, and MQLs, but they don’t show which users drive revenue.
• Marketers struggle to prove their impact on ARR and LTV.

💡How Journy Helps:

• Provides end-to-end visibility from acquisition → activation → revenue.
• Helps marketing teams optimize for users who become high-value customers, not just free-trial users.

🎯 The Impact:

• Clearer attribution for marketing-driven revenue.
• Stronger case for marketing budget and investment.

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Bridge the gap between acquisition and product-led conversion by:

• Dynamic Segmentation – Create high-value lead segments based on actual user behavior rather than superficial firmographic attributes.
• Personalized Campaign Activation – Trigger automated marketing campaigns based on in-product events, such as feature adoption or activation milestones.
• Improved Attribution – Understand which channels and campaigns drive not just signups but also deep engagement and monetization.
• Marketing-Sales Alignment – Pass high-intent PQLs (Product-Qualified Leads) to sales based on usage patterns, ensuring sales gets leads who are genuinely ready to buy.
• CRM Data Enrichment – Journy enhances marketing data by pulling insights from tools like Intercom, Zendesk, and Gong, creating actionable HealthScores and engagement signals.
• Journy Playbooks – Automate marketing workflows that trigger notifications to Slack, email, or CRM whenever key behavioral signals change, allowing instant campaign adjustments.

Check out ICP Fit Score, understand what drives acquisitions and conversions.

Impact on Jobs to Be Done (JTBD)

• Improved Targeting – Identify and engage high-intent users early.
• Improved Lead Velocity – Accelerate the movement of users from signup to purchase.
• Improved Conversion Rates – Align messaging with actual user needs and behaviors.
• Increased Signups – Personalize acquisition efforts based on in-app engagement insights.
• Increased Marketing - Sourced Revenue – Focus efforts on users most likely to monetize.

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Why Use Journy for Marketing and Why Now?

Traditional marketing analytics focus on website visits, form fills, and email clicks—but in a product-led growth (PLG) motion, these signals don't always translate into real buying intent. Journy solves this by turning product usage data into actionable insights, helping marketing teams attract, nurture, and convert the right users more effectively.

1. Your MQLs Aren’t Converting

• Marketing-Qualified Leads (MQLs) don’t always become paying customers—because traditional lead scoring methods are based on surface-level engagement (e.g., form fills, webinar sign-ups).
• Journy identifies Product-Qualified Leads (PQLs) by tracking actual product interactions, ensuring marketing passes high-intent leads to sales.

❓ Why Now? If your sales team is rejecting MQLs or conversion rates are low, Journ helps fix the root cause.

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2. You Need to Align Marketing With PLG Metrics

• In a PLG motion, marketing isn’t just about driving traffic—it’s about getting users to experience value inside the product.
• Let's marketing teams track:
  • Which acquisition channels bring the most engaged users (not just the most sign-ups).
  • Which in-app actions correlate with conversion, so campaigns can be optimized for real outcomes.

❓Why Now? Traditional attribution models aren’t enough—you need a way to measure marketing’s impact on product adoption and revenue.

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3. You’re Not Personalizing the User Journey

• Most marketing automation tools don’t have visibility into in-app behavior, meaning nurture emails and retargeting campaigns are generic.
• Journy enables behavior-based segmentation, so marketing can trigger personalized campaigns based on:
  • Feature adoption (e.g., "You tried X feature, here’s a guide to maximize its value").
  • Friction points (e.g., "We saw you got stuck setting up integrations—need help?").
  • Buying intent (e.g., "Your team is growing fast—here’s why upgrading makes sense").

❓Why Now? Personalized experiences drive higher engagement and conversions—every day without them is a lost opportunity.

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4. You’re Spending Budget on the Wrong Users

• Marketing often optimizes for lead volume, but what if those leads never convert?
• Journy helps marketing track which acquisition sources bring the most high-value users, allowing teams to:
  • Shift budget to high-converting channels.
  • Eliminate wasted ad spend on low-intent users.

❓Why Now? Every dollar spent on the wrong audience is a dollar wasted. Journy helps you fix that now. 5. Marketing and Sales Aren’t Aligned on Who to Target

• Sales teams need warm, high-intent leads—but without product usage data, marketing often passes over leads that aren’t ready to convert.
• Journy creates a shared source of truth for marketing and sales, so both teams can:
  • Agree on which leads to prioritize.
  • Define PQL criteria together.
  • Align messaging based on real user behavior.

Bottom line

Misalignment leads to longer sales cycles and lower win rates—Journy solves this immediately.

✔ Stop sending low-intent MQLs — focus on PQLs that actually convert.
✔ Optimize for the right metrics — track marketing’s impact on product adoption.
✔ Personalize the user journey — engage leads with relevant, behavior-driven messaging.
✔ Eliminate wasted ad spend — shift budget to channels that drive real revenue.
✔ Align marketing and sales —ensure both teams work from the same data.

Marketing teams using Journy drive higher-quality leads, improve conversions, and increase ROI.

Why wait? Now is the time to connect your marketing to real product outcomes.