PostHog Big Fish Lead Qualification & Outreach

Research, qualify, and recommend the right play for big fish product-led leads. These are large companies (500+ employees) that have signed up for PostHog and are using it on the free tier without a payment method.

What Makes Big Fish Leads Different

• They didn't ask for help — you're reaching out proactively
• They're already using PostHog — they have an account, possibly active usage
• The goal is supporting their evaluation — and identifying real opportunities along the way. The TAE's job is to help these accounts get value from PostHog quickly. If PostHog is the right fit, the commercial conversation ($20K+ annual) will happen naturally once they're dependent on the product. Other teams handle free-to-paid conversion and churn prevention.
• You need a specific reason to reach out — generic emails get ignored. Every outreach needs a hook grounded in what you actually know about their usage.

Core Workflow

1. Parse the lead — Read Salesforce fields. Watch for the subject concatenation bug: [Product-led] Companyemail@domain.com often smashes the company name and email together. Split at the @ pattern to get the real email address.
2. Research the company — Web search for firmographics, product, industry
3. Check Vitally — Account activity, users, products, conversations, notes
4. Identify the use case — Map to PostHog's six use cases based on company type and product usage
5. Qualify and recommend a play — Outreach / Skip / Nurture
6. Draft outreach — If outreach is recommended, write a support-first email with a specific hook