How to convert PLG signups
Turn free-tier product behaviour into pipeline. Trigger on usage limits, seat additions, and enterprise-feature exploration, and write like a product expert.
PLG conversion turns free-tier product behaviour into sales conversations. The premise: "someone hitting usage limits, adding seats, or exploring enterprise features is already telling you they're interested." Alice watches those in-product signals and reaches out with a message matched to the specific behaviour - reading like a product expert reaching out to help, not a rep trying to hit quota.
The signals worth wiring
| Signal | What it means |
|---|---|
| Usage or storage limits hit | The free tier is now a constraint on real work |
| Team members added | It has spread beyond one person |
| Pricing page visited | Explicitly evaluating cost |
| Enterprise features explored | Looking at capabilities they cannot yet use |
These are the strongest buying signals available in any GTM motion, because they are first-party and behavioural. Nobody hits a storage cap by accident.
Match the message to the trigger
This is what separates the play from a generic upgrade campaign.
| Trigger | Message |
|---|---|
| Maxing storage | What the paid plan allows for their specific use case |
| Adding seats | Collaboration features unavailable on the free tier |
| Exploring enterprise features | What those capabilities do, concretely |
| Pricing page visit | The commercial shape, not a discount |
Do not send an upgrade prompt. A free user hitting a limit is having a product problem, and the useful response is product guidance. Outreach that reads as quota pressure at that moment converts worse than silence.
Configuring
Push product events into 11x
Product usage lives in your systems, not the CRM. Send the events via the API or as Dynamic Triggers.
Set thresholds, not hair triggers
One near-limit event is noise. Sustained usage against a cap is a signal.
Add a cooldown
So a user bouncing around a limit does not trigger repeated outreach.
Exclude existing paid accounts
And anyone already in an active sales cycle.
Load product detail into the knowledge base
Plan boundaries and feature differences. Alice cannot give product guidance she does not have.
Consider routing high intent to Julian
A team that just added five seats is worth a conversation, not an email.
Troubleshooting
Next steps
Webhooks and API
Getting product events into 11x.
Customer expansion
The same idea for paying customers.
Signals and triggers
Thresholds and combinations.
All plays
The full play library.
Need help?
Email support@11x.ai, or book time with the team.