Overview
Attio is your CRM, where you manage your customer relationships and GTM workflows. Mixpanel is the powerful product analytics platform that shows you exactly what your users are doing inside your application. A proper integration between them bridges the gap between your product and sales teams, enriching your CRM records with real-time product usage data.
The challenge for most SaaS companies is that their sales and success teams are flying blind. They have no visibility into whether a user on a trial is highly engaged or if a paying customer has stopped using a key feature all that valuable data is trapped in Mixpanel. The solution is a direct integration that pushes key product signals and user properties from Mixpanel into Attio, empowering your GTM teams to be more proactive and context-aware.
Our Approach
Novlini builds a data pipeline to sync key user events, cohorts, and properties from Mixpanel to your contact and company records in Attio.
Identify Product-Qualified Leads (PQLs): Define what a PQL looks like in Mixpanel (e.g., a user who invited 3 teammates). When a user enters that cohort, automatically update a "PQL Status" field in Attio and create a task for a sales rep to engage.
Sync Key Usage Metrics: Give your team at-a-glance context. We sync important user properties and calculated metrics from Mixpanel like "Last Seen," "Project Creates," or "Active User Status" directly to custom fields on the Attio record.
Create Proactive Churn-Risk Alerts: Identify churn risks before it's too late. When a user's activity level drops and they enter a "Churn Risk" cohort in Mixpanel, trigger a workflow in Attio that notifies their Customer Success Manager to proactively reach out.
Provide Full Context for GTM Teams: Empower your sales and success reps with the ultimate context. Before a call, they can see in Attio exactly how a prospect or customer has been using the product, what features they love, and where they might be stuck.
Proven Results
This is a must-have integration for any Product-Led Growth (PLG) or modern SaaS company. It breaks down the silos between product, sales, and success, empowering your GTM teams to identify the best sales opportunities, proactively reduce churn, and have much more effective customer conversations.