PostHog Transition Lead Qualification & Outreach

Research, qualify, and recommend the right play for product-led leads hitting a billing transition. These fall into two categories:

1. Startup rolloff — Customers on PostHog's startup program ($50K free credits / 1 year) who are either nearing the end of the year or burning through credits fast enough to exhaust them early.
2. High first invoice — Users (free-tier-to-paid or new signups) whose first real invoice will be >= $2K, meaning they've crossed from casual usage into meaningful spend.

What Makes Transition Leads Different from Big Fish

These are NOT cold outreach leads. The person is already a PostHog customer with real usage history. That changes the research depth, the framing, and the goal:

• You already have data. Vitally has their full usage history, billing data, and credit status. Lean on it — the billing analysis IS the research for these leads.
• The trigger is a financial event, not a signup. They're about to see their first real bill, or lose remaining credits. The outreach should help them navigate that transition, not introduce PostHog.
• The goal is retention through the transition. These accounts are already getting value from PostHog. The risk is sticker shock, not lack of adoption. Your job is to help them optimize their setup so the transition feels manageable — and to be the person they reach out to if they have questions about billing.
• It's OK to reference billing directly. Unlike big fish outreach (where you avoid commercial topics entirely), transition leads expect a conversation that touches on credits, usage, and costs. Frame it as optimization support, not a sales pitch.

Core Workflow

1. Parse the lead — Identify lead type (startup rolloff vs. high first invoice) from matching criteria