Beton × PostHog

Turn PostHog Usage into Sales Revenue

Identify Product-Qualified Leads (PQLs) in PostHog and instantly sync them to sales for outreach.

Your engineers live in PostHog, but your sales team lives in the CRM. Beton bridges the gap, monitoring user behavior events and turning them into actionable sales triggers enriched with firmographic data.

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Don't Let PQLs Die in Dashboards

Analyzing usage in PostHog is great for product teams, but revenue teams need that data in their tools. Manually exporting CSVs of 'active users' is too slow. By the time sales calls, the user has moved on.

Blind Sales Team

Sales reps have no visibility into who is actually using the product, leading to blind outreach.

Dev Dependencies

Building a custom PQL pipeline requires engineering sprints that never get prioritized.

Missed PQLs

High-intent users slip away because no one noticed they hit a critical usage milestone.

Why Connect PostHog to Beton

Beton unlocks the revenue potential of your PostHog data. It democratizes access to usage insights, putting product signals directly into the hands of the people who close deals.

Beton is an open-source Clay.com alternative that orchestrates 100+ enrichment providers in one flow, including PostHog.

Instead of wiring PostHog directly into dozens of forms and scripts, you plug it into Beton once, define rules, fallbacks, and mapping, and send clean data into your CRM or warehouse.

Run Beton in the cloud or self-host it as a Docker container under MIT license, keep your PostHog usage compliant, and avoid vendor lock-in.

How Beton works

Connect once, orchestrate everywhere. Beton handles the wiring so GTM teams focus on targeting, not glue code.

1

Connect PostHog

Connect your PostHog project to Beton using your project API key.

2

Select Trigger Event

Select the PostHog event or action that signals intent (e.g., 'Clicked Upgrade', 'Invited Team').

3

Enrich Profile

Enrich the user's email with B2B data (Company Size, Revenue) using Beton's enrichment partners.

4

Route to Sales

Create a task or deal in your CRM for the sales team to engage the PQL immediately.

Concrete ways GTM teams combine Beton and PostHog.

Automated PQL Routing

Define PQL criteria in PostHog. Beton detects this event, finds the decision-maker's LinkedIn, and tasks the rep to reach out.

Churn Risk Alerts

Detect drops in key usage metrics. Beton alerts the Customer Success Manager to proactively prevent churn.

Upsell Triggers

When a free user hits a paywall, trigger a personalized email from the sales director offering a demo or trial extension.

PostHog Integration FAQ

How does Beton receive data from PostHog?
Beton listens for PostHog webhooks (e.g., 'event triggered') to initiate workflows.
Can I trigger off complex event logic?
Yes! You can aggregate events (e.g., 'User invited 5 teammates') and trigger a sync only when that threshold is met.
Does it support CRM custom fields?
Absolutely. Sync product usage metrics into Salesforce, HubSpot, or Attio custom fields.
How do you match users to accounts?
Beton uses email or user ID to match PostHog users with your existing CRM contacts, preventing duplicates.
Who is this for?
Product-Led Growth (PLG) teams use this to hand off high-potential users to sales without manual checking.

Start enriching leads in minutes

Spin up Beton in the cloud or self-host it, connect PostHog, and start shipping enriched leads straight into your CRM.

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X (Twitter): @stochasticmacaw
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LinkedIn: Vlad Nadymov
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