How Mintlify’s Josh Kim Supercharged Inbound Lead Prioritization
We recently caught up with Josh Kim, Head of Growth at Mintlify, to find out how his team was using Koala to help prioritize (and keep up!) with their massive volume of inbound sales leads.
The Magic of Understanding Intent
Mintlify is building the new modern standard for public-facing documentation. They know that documentation done right is an essential interface between a product and its customers. With Koala, they discovered a whole new perspective: leveraging the power of their tech docs to supercharge the sales processes.
As a rapidly growing business, Mintlify faced the "good problem" of having a high volume of inbound leads funneling to a small sales team. To work effectively, they needed a way to prioritize their efforts and engage the right accounts with maximum efficiency.
Josh and his team turned to Koala to identify high-intent users and optimize their outreach efforts, transforming their "good problem" into just plain "good." They quickly spotted a key behavior: prospects engaging with how-to guides and other technical documentation—Mintlify's specialty!
"We realized how much documentation is a lever to understand intent," says Josh. "If you're looking into technical documentation and certain user guides, that may be a really strong indication that you really want to try out this product.”
Koala helped Josh and his growth team identify these prospects, quickly prioritize them by comparing them against Mintlify’s ICP using Koala's Fit Scores, and start reaching out immediately. Now the team works more efficiently and automatically gets the most qualified leads to connect with. They use Koala's webhooks functionality to move data to their sales tool, Clay, enabling automated workflows, enrichment, and email flows that drive open rates as high as 60-80%.
Although we can’t show you their exact workflow (that's a Mintlify secret!), we’ve put together our own example to demonstrate just how easy it is to move any data you want from Koala to enrich and create workflows through Clay. Watch it below!
With Koala, the Mintlify team can now see everything their prospects are doing across their site and use this to create an outreach strategy that maps to what prospects are actually looking at. They’re still flooded with volume (the best problem!), but now they have an organized view of exactly which accounts to focus on by both intent and ICP fit score.
"I think Koala is a very magical tool," says Josh. "It provides clarity on where to focus your go-to-market motion and lets you better understand underlying intent. These are all things that make Koala a great tool for any user."
Using Koala to Spot At-Risk Customers
As Mintlify looks to expand their Koala usage, they’ve started exploring how they can use Koala to go beyond just prioritizing new prospects. They’re also looking at how they can use Koala’s intent signals to identify customers who may be at risk of churning or need extra support.
As Josh explains, “Working with a product that is self-serve in nature, you can neglect points where folks fall off because they might not actually reach out to the support team about the issues that they're facing. They just churn.”
Koala gives Mintlify the ability to identify behaviors that indicate impending churn. They can quickly spot trends in intent across accounts (for example, accounts showing low intent in the example below). Josh and his team are exploring how they can use these insights to iterate on their customer success experience, improve onboarding flows, and find other ways to deliver an even better customer experience.
Unlock The Power of Your Tech Docs
At Koala, we often talk about the power of bottom-of-the-funnel content like tech docs as a key signal of interest. If you think about it, it makes perfect sense: most people don’t read technical docs for fun—they read them because they’re trying to solve a problem and need help. And it turns out, if you start a conversation with someone who’s stuck and needs help, they’re about 50-100x more likely to start a sales conversation than they would be on an average Tuesday morning.
Mintlify is an incredible example of the power in using tech docs as a key signal, and it’s more than fitting since it’s their core product. If you want to unlock the power of your tech docs and turn them into potential pipeline, try out Koala today! (we even have a Mintlify integration!)
