It is important to know why a customer signed up in the first place.

• First touch point: Pay close attention to the welcome email responses and use them as conversation starters.
• There are several tools available to stay in touch with customer through the evaluation of the product (intercom, in­app chat etc.).
• But most importantly when you are beginning to scale from the early adopter crowd to "early majority", it is important to hear the objections & concerns from every user of your product.

You should also track behavior within the application.

If your product has different personas of users, say tech & non­-tech folks who evaluate then consider identifying the specific behavior within the application and use this for pre­-sales engagement. Ex: a technically inclined user is known to follow a specific pattern of checking API documentation, making API calls to application etc., vs. a non-­API user who may check very specific features of your application. Arm the sales team with summary of information for contextual conversations.