Build Pipeline with Open Source Playbooks Powered by Scarf

Get to know your open source users.

Playbook Overview
When should you run this playbook?
Who to target?
Playbook goal?
Responsible team(s)?
The TL;DR

Scarf is a pioneer in privacy-first usage analytics for open source. With Scarf, GTM teams can identify which companies interact with their open source projects, how they use it, and where they are in the adoption lifecycle. Uncover new prospects and accelerate your sales pipeline by turning anonymous users into known contacts.  

Scarf x Pocus Integration

Scarf’s integration with Pocus allows you to create powerful playbooks using signals from your open source users. Build, close, and expand pipeline with the product usage data sourced from Scarf directly in Pocus. No more toggling across multiple tools!

Outbound Playbooks Powered by Scarf

Users of the Scarf/Pocus integration can target the accounts using their open source projects to build, expand, and close pipeline.

Scarf empowers every part of the GTM team:

  • Marketing teams can use Scarf's "funnel stages" to better target commercial users of their software in their campaigns and drive more leads. 
  • Sales teams can use Scarf metrics for lead scoring, and go into sales conversations informed on real-world usage across their org. 
  • Customer success teams can use Scarf to spot churn ahead of time.

While these playbooks are some of the most popular, you can always custom-build your own playbooks for your own use cases.

Playbook: Prospect Downloads Open Source Software

One of the best sources of warm leads are the people already using your software. By targeting users who have downloaded your open source software, you can reach out when they’re most engaged and receptive to converting to a paid account.

Goal: Convert free users to paid accounts.

Signal: User has downloaded your open source software.

Action: Connect with a new user who fits your ICP and gather more information about their goals and use cases for your software. Offering helpful tips for getting started with your project can be a great conversation starter and opens the door to a consultative sales conversation. If you have a high volume of users or aren’t yet able to qualify them as an ICP, consider using automated outreach to save sales reps time. 

Playbook: Product Usage Drop Intervention

Customers only get value out of the products they use. Because of this, one easy way to spot accounts at risk for churn (and intervene beforehand) is by monitoring product use to identify drops in activity. By intervening early, CS teams can help solve customer issues before they become renewal killers.

Goal: Retain revenue through churn prevention.

Signal: Use Scarf’s usage pattern data to identify previously healthy users who have recently dropped in engagement.

Action: Reach out at the first sign that use is decreasing to help strengthen your customer relationships and position yourself as a resource.

Playbook: Documentation Consumption

A non-paying user exploring the technical aspects of a higher plan tier can be an early signal that an account has the potential to convert from free to paid. You can provide the right information at the right moment during this research phase. This playbook focuses on combining two key signals — documentation consumption and an account’s current plan tier — to determine when and whom to reach out to.

Goal: Convert free or trial users to paying customers.

Signal: Free or trial users who are engaging with your product documentation.

Action: If your team is focused on driving free-to-paid conversions, this playbook will help you understand when your trial users are considering upgrading to a paid plan tier. Decide which accounts should be managed directly by sales and which can be owned by marketing or CS for automated outreach. It can be helpful to create outreach criteria such as company size, potential contract value, or whether sales already has an established relationship with the account.

Test, Analyze, and Iterate on Your Playbooks

Once building and running signal-based playbooks like these has become the norm for your team, it’s time to experiment, track performance, and iterate. In short, when you find something that works, double down. 

  • Review playbook performance data regularly. This may seem obvious, but it’s important to confirm that your playbook is achieving the original goal you aligned it with. Engagement metrics and customer sentiment are important, but at the end of the day, the playbook needs to be earning or protecting revenue. Pocus can help streamline this process by consolidating playbook reporting and automatically surfacing playbooks your team might be missing.
  • Run incremental tests. Don’t try to change too much, too fast when experimenting. Decide which variables might make the biggest, most immediate impact if tested. For example, you can coach reps on how to action leads faster or improve their messaging to see if the playbook performs better. Make sure to set an experimentation window during which you’ll gather and measure data.
  • Get feedback from the field. Ask your reps what they’re hearing and seeing. They’re a great front-line resource for new market patterns, which messaging resonates, and where there may be new opportunities. They may also have valuable insights on what’s not landing with leads and customers.

Send It!

Take your signal-based playbooks to the next level by integrating Pocus’ GTM platform and Scarf’s open source usage analytics. With Pocus and Scarf combined you can test and refine your playbooks, maximizing budget and providing tangible results. Get started today and crush your pipeline goals.

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