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Most teams collect intent at signup—whether it’s a demo form or a trial start. And everyone agrees that data should (ideally) shape the experience for each individual user. But too often, it ends up sitting in a CRM.
We used to ask about use case priorities inside the trial, right when someone first entered Appcues. Then our sales team wanted to capture that same signal earlier in the funnel, on the demo request form. Rather than asking the question twice, we leaned into what sales was already collecting—using that single answer to personalize what came next, both in the sales process and in the trial experience.
And because that first question is handled earlier, we can now build on that data inside the product—instead of repeating what we already know—to ask more pointed questions that surface richer context.
On the demo request form, we ask: Which of these is your highest priority?
These three outcomes are core to how Appcues delivers value, so whichever one a user chooses gives us a clear starting point.
That answer flows directly into Salesforce at the account level. Sales now has intent data in hand before the first conversation in the same place as the rest of the info they look at.
From Salesforce, the same data syncs back into Appcues. This keeps sales and trial aligned around one shared signal, without any manual effort or duplicated questions.
Each priority has its own Workflow: welcome messages, best practices, and nudges that reinforce the “why” behind onboarding, adoption, or expansion. Because they’re built directly in Appcues, they connect to trial goals and show whether intent is actually moving users forward.
When someone slows down, we trigger a reminder tied to their original choice. It’s not just “log back in”—it’s “here’s the next step toward the outcome you care about most.”
By moving the intent question earlier, we’ve turned a single form field into a signal that connects sales, trial, and nurture. Next, we’re exploring:
