New account sign-up

Why it matters

New account sign-ups are the product-led equivalent of eBook downloads and newsletter subscriptions—they indicate that someone is interested in what you’re offering and wants to learn more.

It pays to keep eyes on any person (or persons) who want to try before they buy.

What to do

Not all free trials and freemium plan sign-ups are worth your time. Start by separating the best opportunities from the rest.

If the person signed up using a personal email address, enrich it to connect the dots between their address and their organization. Then do a deep dive into their org to see if it’s the right fit. Once you know the sign-up warrants outreach, tailor your message accordingly.

Questions to inform outreach
  • What department is the person part of?
  • Is the person in a role with budget authority?
  • What actions is the person taking in your product?
  • Has the person interacted with your organization outside of your product
  • How is their organization’s tech stack configured?
  • What materials can you share to assist with research and decision-making?

How to do it

Here’s an outbound template to help you get the creative juices flowing:

Outbound template for new account sign-up

Hi [first name] 👋

Quick pulse check on how your experience with [product name] is going?

Always happy to hear any feedback or answer any questions.

One thing I always recommend people to check out is [feature], as it helps [mention value that feature unlocks].

[Names of current customers in the same industry] use that feature to do just that.

Let me know if you want to walk through that use case or anything else.

[Your name]

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