Build a trial activation rescue campaign from product behavior signals

Map the trial journey from signup through the first repeatable value moment rather than treating login activity as activation. In PostHog, document the current funnel events for Signup, Verification, Workspace Created, Setup Completed, Key Action Started, First Value Achieved, Teammate Invited, Integration Connected, Return Session, and PQL Threshold. For each milestone, record the event name, required properties, expected time window, account or user level, and business meaning. In Customer.io, note which milestone can trigger a message and which should only be used for analysis or suppression. Define the primary rescue objective, such as first-value completion, team adoption, integration completion, return session, qualified sales handoff, or trial conversion. Set one success metric and one guardrail metric for each rescue scenario, including unsubscribe, complaint, or duplicate-contact risk. Review the activation definition with Product, Growth, Lifecycle, RevOps, and Sales before instrumentation or messaging changes begin.

Build an event contract that defines the exact payload required for every activation, rescue, suppression, and PQL event. Include Event Name, Event Description, Trigger Location, User ID, Account ID, Anonymous ID, Timestamp, Product Plan, Trial Start, Trial End, Role, Company Domain, Workspace ID, Feature, Integration, Success State, Failure State, and Schema Owner where relevant. Standardize property names, accepted values, null behavior, timezone, and whether an event may fire more than once. Identify derived fields such as Hours Since Signup, Days Remaining, Activation Score, Account Activity Count, and Highest-Value Action. Map each field to its source system and destination in Segment, PostHog, Customer.io, and HubSpot. Mark sensitive or unnecessary personal data that must not be collected or routed. Obtain engineering and RevOps approval and version the contract before changing production tracking.