The account problem
Single-user lifecycle email is fairly easy to reason about. B2B SaaS is not.
One account may have a founder, admin, billing owner, invited teammate, inactive teammate, and champion. A product event from one person may mean something different at the company level.
That is why Userlist exists.
When PostHog Workflows is enough
PostHog Workflows is enough when the action can follow directly from the event:
- Admin invited first teammate
- Workspace created project
- Account crossed usage threshold
- User ignored onboarding step
If the action is simple, keep it in PostHog.
When Userlist is better
Userlist is better when the message depends on the relationship:
- Admin has activated but teammates have not
- Company is healthy but billing owner is inactive
- User role should change message content
- Account lifecycle matters more than individual event history
Final thought
Do not buy Userlist just because you have B2B customers. Buy it when the account model changes what you send. Otherwise, PostHog Workflows plus Sequenzy may be a simpler split.