Product-Led Growth is the go-to-market strategy that relies on using the product as the main vehicle to acquire, activate, and retain customers. In this (summarized and simplified) deck, I will explore:
- Why the fastest growing startups use a product-led GTM strategy
- The role of Sales and Marketing under this GTM
- Main marketing and product KPI's
- B2B martech stack
- Pricing SaaS
- Bottom up targeting
Product Led Growth (PLG) is a go-to-market strategy that relies on product usage as the primary driver of acquisition, conversion and expansion. Learn why we're now in the end user era and how your org can adapt.
The document discusses strategies for shifting to a product-led growth model. It begins with an agenda that covers why product-led growth is important, elements of a successful strategy, and strategies for adopting a product-led approach. Some key points include: technology is becoming deflationary, lowering barriers to entry and increasing competition; buyers prefer self-education over sales; and product experiences have become essential to the buying process. The benefits of product-led growth are listed as dominant growth engine, lower customer acquisition costs, and better user experience. Questions are asked about a company's product-led journey, how marketing/sales influence the roadmap, and which growth model is best. A framework is presented to evaluate market strategies like disrupt
Not just another buzzword…product-led growth is an important go-to-market strategy that underpins some of today’s most successful businesses. Think Dropbox, Slack, Intercom, Expensify and Datadog.
At OpenView, we define product-led growth (PLG) as a strategy that puts the product front and center when it comes to how a company acquires, expands and retains customers. Relying on a product-led strategy yields rapid, extremely efficient growth.
Although similar to a freemium approach, a product-led growth strategy doesn’t actually require that you offer your product for free. It does however necessitate an amazing product and customer experience. In fact, PLG companies make it frictionless for users to start using their products. They deliver value extremely quickly and target users rather than buyers.
7 steps for creating the ultimate product-led growth strategy
A practical guide for B2B product leaders
Mickey Alon, Former CEO and co-founder of Insightera, CPO and co-founder of Aptrinsic (Gainsight PX).
Customer Centricity and Product Led Growth by Airbnb Product & Growth Product School
Product Management Event at #ProductCon San Francisco about Customer Centricity and Product Led Growth by Product & Growth Manager at Airbnb, Pratik Shah.
The document discusses how product-led growth has become the next evolution of go-to-market strategies, with companies focusing on viral user acquisition, free trials, and bottom-up sales driven by product usage. It provides examples of high-growth SaaS companies that have achieved faster revenue growth rates, higher gross margins, and greater valuation multiples through product-led strategies that prioritize the customer experience.
Beyond the Hype: A Realistic Look at Product-Led GrowthProduct School
The document discusses product-led growth (PLG) as a business model where the product is designed to acquire, engage, and retain customers through a freemium model. It defines PLG in terms of acquisition, retention, and monetization across product, marketing, and sales. Key learnings include that net new product-led acquisition is rare; having a free version can unlock acquisition; metrics will need to evolve; the product rarely goes alone; and using product signals can help uncover customer needs for monetization through product-led sales.
Why Product-Led Growth is the most effective GTM strategyMickey Alon
This document discusses how a product-led growth strategy can be more effective than traditional sales-led approaches. It advocates building products that drive customer acquisition, retention, and expansion through early access and personalized onboarding. Key aspects include focusing on product usage metrics to identify high-value customers, continuously optimizing the first user experience, and ensuring alignment between product, sales, and success teams around a north star metric. Adopting this approach can result in benefits like better correlating user behavior with buying intent and building products customers love.
Product Led Growth (PLG) is a go-to-market strategy that relies on product usage as the primary driver of acquisition, conversion and expansion. Learn why we're now in the end user era and how your org can adapt.
The document discusses strategies for shifting to a product-led growth model. It begins with an agenda that covers why product-led growth is important, elements of a successful strategy, and strategies for adopting a product-led approach. Some key points include: technology is becoming deflationary, lowering barriers to entry and increasing competition; buyers prefer self-education over sales; and product experiences have become essential to the buying process. The benefits of product-led growth are listed as dominant growth engine, lower customer acquisition costs, and better user experience. Questions are asked about a company's product-led journey, how marketing/sales influence the roadmap, and which growth model is best. A framework is presented to evaluate market strategies like disrupt
Not just another buzzword…product-led growth is an important go-to-market strategy that underpins some of today’s most successful businesses. Think Dropbox, Slack, Intercom, Expensify and Datadog.
At OpenView, we define product-led growth (PLG) as a strategy that puts the product front and center when it comes to how a company acquires, expands and retains customers. Relying on a product-led strategy yields rapid, extremely efficient growth.
Although similar to a freemium approach, a product-led growth strategy doesn’t actually require that you offer your product for free. It does however necessitate an amazing product and customer experience. In fact, PLG companies make it frictionless for users to start using their products. They deliver value extremely quickly and target users rather than buyers.
7 steps for creating the ultimate product-led growth strategy
A practical guide for B2B product leaders
Mickey Alon, Former CEO and co-founder of Insightera, CPO and co-founder of Aptrinsic (Gainsight PX).
Customer Centricity and Product Led Growth by Airbnb Product & Growth Product School
Product Management Event at #ProductCon San Francisco about Customer Centricity and Product Led Growth by Product & Growth Manager at Airbnb, Pratik Shah.
The document discusses how product-led growth has become the next evolution of go-to-market strategies, with companies focusing on viral user acquisition, free trials, and bottom-up sales driven by product usage. It provides examples of high-growth SaaS companies that have achieved faster revenue growth rates, higher gross margins, and greater valuation multiples through product-led strategies that prioritize the customer experience.
Beyond the Hype: A Realistic Look at Product-Led GrowthProduct School
The document discusses product-led growth (PLG) as a business model where the product is designed to acquire, engage, and retain customers through a freemium model. It defines PLG in terms of acquisition, retention, and monetization across product, marketing, and sales. Key learnings include that net new product-led acquisition is rare; having a free version can unlock acquisition; metrics will need to evolve; the product rarely goes alone; and using product signals can help uncover customer needs for monetization through product-led sales.
Why Product-Led Growth is the most effective GTM strategyMickey Alon
This document discusses how a product-led growth strategy can be more effective than traditional sales-led approaches. It advocates building products that drive customer acquisition, retention, and expansion through early access and personalized onboarding. Key aspects include focusing on product usage metrics to identify high-value customers, continuously optimizing the first user experience, and ensuring alignment between product, sales, and success teams around a north star metric. Adopting this approach can result in benefits like better correlating user behavior with buying intent and building products customers love.
Product-Led Growth by Amazon Senior Product ManagerProduct School
Main takeaways:
- How to build a product that sells itself
- Product-led growth is when your product sits in the center of the growth strategies to attain new customer acquisition, retention, and expansion
- Product-led means creating a champion product which serves as a primary driver for business growth
The document provides an overview of product management for startups. It discusses what product management is, understanding customer needs, and prioritizing features to maximize return on engineering resources. The key aspects covered include translating business objectives and customer needs into product requirements, defining and tracking metrics, and identifying and planning high-impact product ideas. Understanding customer problems and priorities is emphasized as critical for developing successful products.
Product Roadmaps - Tips on how to create and manage roadmapsMarc Abraham
The document discusses best practices for creating and managing product roadmaps. It emphasizes starting with a clear product vision and goals focused on solving user problems rather than features. When creating a roadmap, it is important to consider dependencies, risks, and flexibility for changes. Managing stakeholders and updating the roadmap based on feedback and learning are also discussed as critical aspects of effective roadmapping.
Expanding SaaS Funnels with Product-Led GrowthLucas Neo
This document discusses product-led growth and how product features can drive acquisition, activation, retention, revenue, and referrals. It emphasizes that product teams should focus on spreading the core value of their product widely and quickly. It provides examples of how to understand customer problems, assemble the right cross-functional team, and create an iterative, hypothesis-driven process to experiment and learn. The goal is to use products to help drive business growth.
A talk I gave at Google on Strategy and Product Discovery
We discussed:
Discovering Features and Products (Product Strategy)
Discovering Products and Product Lines (Product Line / Company Strategy)
Marty Cagan: Using High Fidelity Prototypes for Product Discovery
Lean startup, customer development, and the business model canvasgistinitiative
The document discusses key concepts in lean startup methodology, including building business models focused on customer development rather than business plans, developing minimum viable products to test hypotheses, and using an iterative build-measure-learn process. It provides examples of how startups should focus on building products that solve customer pains and create gains rather than features, and emphasizes conducting customer interviews to gather evidence and test hypotheses about the business model.
How to Focus On the Problem, Not the Solution by Spotify PMProduct School
Main takeaways:
-The five why’s - a tried-and-true method to effectively uncover user needs.
-Leveraging the JTBD framework - what are your customers trying to accomplish?
-How do you know you’ve solved the problem? Defining success metrics with your customers from the beginning.
A/B Testing for New Product Launches by Booking.com Sr PMProduct School
This document discusses A/B testing strategies for new product launches. It begins by explaining what A/B testing is and why companies use it. For new products, qualitative data is more important than quantitative data in the early stages. A minimum viable product (MVP) should be launched to create a foundation for A/B testing. Iterative testing can introduce other features to determine the winning variant, and holdouts can measure long-term success. Other validation methods like focus groups and beta testing are also discussed. The key is to qualify feedback before extensive A/B testing and measure performance over the long run.
Product Led Growth (PLG) focuses on making the product the primary marketing vehicle through a frictionless user experience and engagement features that drive organic growth. It involves tearing down barriers to try the product, using data to improve the product, and empowering end users to influence potential customers from the bottom up. Companies that adopt this model see the product itself as the platform for marketing and acquisition instead of traditional outbound methods.
Prioritization Method for Every Case by fmr Atlassian Principal PMProduct School
This document discusses prioritization methods for product management. It provides examples of prioritizing features for a restaurant website, online furniture store, and kitchen remodeling project. For each case, it assigns the features to different prioritization buckets like "must-have" and "could-have". It also discusses challenges with prioritization like lack of data and stakeholder alignment. The document recommends using an importance vs difficulty matrix method which allows for group discussion to better understand priorities and reduce risks when data is limited. It emphasizes that the goal of prioritization is understanding and alignment rather than using a single method.
Developing a Product Vision by Amazon Sr Product ManagerProduct School
The document summarizes key aspects of developing a product vision discussed by an Amazon Sr. Product Manager. It outlines going from a problem statement to product vision, best practices for product ideation and iteration through customer research and feedback. It also discusses developing a robust product roadmap, including defining an MVP, iterating based on metrics and customer data, and creating a multi-stage roadmap prioritizing features based on effort and impact. The overall agenda focuses on answering the "why", "what", and "how" of the product development cycle through an effective ideation process.
Would you like to be able to increase the adoption rate of your product? In this session, we will introduce you to cutting edge concepts and techniques to shift your product development process from output to outcome driven. We will combine elements of Lean Startup, Product Discovery, and Experiment Driven Development to accelerate learning to quickly build products customer love.
Practical Product Management for new Product ManagersAmarpreet Kalkat
This presentation provides tips and tools for a professional who is new to Product Management function (in software).
It does not cover the full lifecycle of a product and primarily focuses on the product development/product building phase. As such, it is more usable for professionals working on existing products than for those in the process of building new products from scratch.
Mental Models to Guide Product Decisions by Google Product ManagerProduct School
Main takeaways:
-What are mental models?
-Understand the different types of mental models that are relevant for product roles
-How to incorporate mental models to help with problem solving and make better/ faster decisions
Dan Olsen, The Lean Product Playbook , @danolsen
Room: C260
Everyone working on a new product is trying to achieve the same goal: product-market fit. Although product-market fit is one of the most important Lean Startup concepts, it’s also the least well defined. Dan Olsen shares the top advice from his book The Lean Product Playbook, including the Product-Market Fit Pyramid: an actionable model that breaks product-market fit down into 5 key elements. Dan also explains the Lean Product Process, a 6-step methodology with practical guidance on how to achieve product-market fit, illustrated with a real-world case study.
How Product Management plus Design Leads to Product Success by Dan OlsenDan Olsen
The document discusses principles for how product managers and UX designers should collaborate. It advocates exploring different directions before committing to a single solution and focusing on problems before thinking of solutions. The document also discusses frameworks like the Double Diamond and Triple Diamond for problem-solving and transitioning from problem space to solution space. It provides a case study of how the author collaborated with a team to map customer benefits and explore potential designs for a marketing report product without coding.
The document discusses go-to-market strategies for startups. It provides a framework for marketing and sales cycles including strategies around awareness, interest, understanding, engagement, trial and purchase. It also discusses branding, positioning, targeting and segmentation. The document emphasizes the importance of consistency in branding from the start and focusing the value proposition on the needs of a target customer segment. It introduces concepts like minimum viable product and minimum viable segment.
This document outlines steps to find product-market fit, including defining early adopters and determining the best segments to target. It introduces the FOCUS framework, which provides concrete steps to validate goals through product delivery at scale. These steps include finding early adopters, offering tests, currency tests, utility tests, and scaling. The document also describes exercises to declare validation victories, generate new product ideas, role-play customer segments, and score segments to determine which to initially target. The overall aim is to provide a clear path and tools to efficiently test ideas and reach product-market fit.
Product-Led Growth has moved from a tactic / buzzword to a mainstream mindset for more and more SaaS companies.
So what is Product-Led Growth and what does it look like in a B2B SaaS company?
This talk will give an overview of 'PLG' and some key factors to address when becoming product led.
This document discusses designing for conversion by optimizing the user experience to meet business goals. It recommends starting with baseline metrics, using funnels to focus tests, finding leaks, testing calls to action and changes qualitatively and quantitatively. Key lessons are to understand your users, align metrics with goals like transactions, subscriptions or social objectives, and get more "at bats" through testing to find what works for your business through its own testing rather than copying others. The overall message is that conversion optimization is about improving the user experience through testing to drive the desired business results.
Product-Led Growth by Amazon Senior Product ManagerProduct School
Main takeaways:
- How to build a product that sells itself
- Product-led growth is when your product sits in the center of the growth strategies to attain new customer acquisition, retention, and expansion
- Product-led means creating a champion product which serves as a primary driver for business growth
The document provides an overview of product management for startups. It discusses what product management is, understanding customer needs, and prioritizing features to maximize return on engineering resources. The key aspects covered include translating business objectives and customer needs into product requirements, defining and tracking metrics, and identifying and planning high-impact product ideas. Understanding customer problems and priorities is emphasized as critical for developing successful products.
Product Roadmaps - Tips on how to create and manage roadmapsMarc Abraham
The document discusses best practices for creating and managing product roadmaps. It emphasizes starting with a clear product vision and goals focused on solving user problems rather than features. When creating a roadmap, it is important to consider dependencies, risks, and flexibility for changes. Managing stakeholders and updating the roadmap based on feedback and learning are also discussed as critical aspects of effective roadmapping.
Expanding SaaS Funnels with Product-Led GrowthLucas Neo
This document discusses product-led growth and how product features can drive acquisition, activation, retention, revenue, and referrals. It emphasizes that product teams should focus on spreading the core value of their product widely and quickly. It provides examples of how to understand customer problems, assemble the right cross-functional team, and create an iterative, hypothesis-driven process to experiment and learn. The goal is to use products to help drive business growth.
A talk I gave at Google on Strategy and Product Discovery
We discussed:
Discovering Features and Products (Product Strategy)
Discovering Products and Product Lines (Product Line / Company Strategy)
Marty Cagan: Using High Fidelity Prototypes for Product Discovery
Lean startup, customer development, and the business model canvasgistinitiative
The document discusses key concepts in lean startup methodology, including building business models focused on customer development rather than business plans, developing minimum viable products to test hypotheses, and using an iterative build-measure-learn process. It provides examples of how startups should focus on building products that solve customer pains and create gains rather than features, and emphasizes conducting customer interviews to gather evidence and test hypotheses about the business model.
How to Focus On the Problem, Not the Solution by Spotify PMProduct School
Main takeaways:
-The five why’s - a tried-and-true method to effectively uncover user needs.
-Leveraging the JTBD framework - what are your customers trying to accomplish?
-How do you know you’ve solved the problem? Defining success metrics with your customers from the beginning.
A/B Testing for New Product Launches by Booking.com Sr PMProduct School
This document discusses A/B testing strategies for new product launches. It begins by explaining what A/B testing is and why companies use it. For new products, qualitative data is more important than quantitative data in the early stages. A minimum viable product (MVP) should be launched to create a foundation for A/B testing. Iterative testing can introduce other features to determine the winning variant, and holdouts can measure long-term success. Other validation methods like focus groups and beta testing are also discussed. The key is to qualify feedback before extensive A/B testing and measure performance over the long run.
Product Led Growth (PLG) focuses on making the product the primary marketing vehicle through a frictionless user experience and engagement features that drive organic growth. It involves tearing down barriers to try the product, using data to improve the product, and empowering end users to influence potential customers from the bottom up. Companies that adopt this model see the product itself as the platform for marketing and acquisition instead of traditional outbound methods.
Prioritization Method for Every Case by fmr Atlassian Principal PMProduct School
This document discusses prioritization methods for product management. It provides examples of prioritizing features for a restaurant website, online furniture store, and kitchen remodeling project. For each case, it assigns the features to different prioritization buckets like "must-have" and "could-have". It also discusses challenges with prioritization like lack of data and stakeholder alignment. The document recommends using an importance vs difficulty matrix method which allows for group discussion to better understand priorities and reduce risks when data is limited. It emphasizes that the goal of prioritization is understanding and alignment rather than using a single method.
Developing a Product Vision by Amazon Sr Product ManagerProduct School
The document summarizes key aspects of developing a product vision discussed by an Amazon Sr. Product Manager. It outlines going from a problem statement to product vision, best practices for product ideation and iteration through customer research and feedback. It also discusses developing a robust product roadmap, including defining an MVP, iterating based on metrics and customer data, and creating a multi-stage roadmap prioritizing features based on effort and impact. The overall agenda focuses on answering the "why", "what", and "how" of the product development cycle through an effective ideation process.
Would you like to be able to increase the adoption rate of your product? In this session, we will introduce you to cutting edge concepts and techniques to shift your product development process from output to outcome driven. We will combine elements of Lean Startup, Product Discovery, and Experiment Driven Development to accelerate learning to quickly build products customer love.
Practical Product Management for new Product ManagersAmarpreet Kalkat
This presentation provides tips and tools for a professional who is new to Product Management function (in software).
It does not cover the full lifecycle of a product and primarily focuses on the product development/product building phase. As such, it is more usable for professionals working on existing products than for those in the process of building new products from scratch.
Mental Models to Guide Product Decisions by Google Product ManagerProduct School
Main takeaways:
-What are mental models?
-Understand the different types of mental models that are relevant for product roles
-How to incorporate mental models to help with problem solving and make better/ faster decisions
Dan Olsen, The Lean Product Playbook , @danolsen
Room: C260
Everyone working on a new product is trying to achieve the same goal: product-market fit. Although product-market fit is one of the most important Lean Startup concepts, it’s also the least well defined. Dan Olsen shares the top advice from his book The Lean Product Playbook, including the Product-Market Fit Pyramid: an actionable model that breaks product-market fit down into 5 key elements. Dan also explains the Lean Product Process, a 6-step methodology with practical guidance on how to achieve product-market fit, illustrated with a real-world case study.
How Product Management plus Design Leads to Product Success by Dan OlsenDan Olsen
The document discusses principles for how product managers and UX designers should collaborate. It advocates exploring different directions before committing to a single solution and focusing on problems before thinking of solutions. The document also discusses frameworks like the Double Diamond and Triple Diamond for problem-solving and transitioning from problem space to solution space. It provides a case study of how the author collaborated with a team to map customer benefits and explore potential designs for a marketing report product without coding.
The document discusses go-to-market strategies for startups. It provides a framework for marketing and sales cycles including strategies around awareness, interest, understanding, engagement, trial and purchase. It also discusses branding, positioning, targeting and segmentation. The document emphasizes the importance of consistency in branding from the start and focusing the value proposition on the needs of a target customer segment. It introduces concepts like minimum viable product and minimum viable segment.
This document outlines steps to find product-market fit, including defining early adopters and determining the best segments to target. It introduces the FOCUS framework, which provides concrete steps to validate goals through product delivery at scale. These steps include finding early adopters, offering tests, currency tests, utility tests, and scaling. The document also describes exercises to declare validation victories, generate new product ideas, role-play customer segments, and score segments to determine which to initially target. The overall aim is to provide a clear path and tools to efficiently test ideas and reach product-market fit.
Product-Led Growth has moved from a tactic / buzzword to a mainstream mindset for more and more SaaS companies.
So what is Product-Led Growth and what does it look like in a B2B SaaS company?
This talk will give an overview of 'PLG' and some key factors to address when becoming product led.
This document discusses designing for conversion by optimizing the user experience to meet business goals. It recommends starting with baseline metrics, using funnels to focus tests, finding leaks, testing calls to action and changes qualitatively and quantitatively. Key lessons are to understand your users, align metrics with goals like transactions, subscriptions or social objectives, and get more "at bats" through testing to find what works for your business through its own testing rather than copying others. The overall message is that conversion optimization is about improving the user experience through testing to drive the desired business results.
This document provides guidance on building a minimum viable product (MVP). It outlines the following steps: 1) Determine your target customer and their unmet needs, 2) Define your value proposition, 3) Specify your MVP feature set based on ROI, 4) Create a prototype, 5) Test your MVP with customers through methods like landing pages, concierge support, or Wizard of Oz testing, 6) Iterate based on customer feedback to improve product-market fit. The goal of an MVP is to build and test the fastest, cheapest version possible to learn how to make a product customers want and are willing to buy.
This document provides an overview of a workshop on using Smart Bidding to align business goals with Google ads. The workshop covers:
- Why value-based bidding is important for businesses to optimize based on the true value of conversions rather than just volume or cost.
- Different options for Smart Bidding, including both non-predictive and predictive approaches, to maximize results based on business metrics like revenue, profit or lifetime value.
- Examples and case studies of how to implement value-based bidding for different business types like online retailers, lead generators, and agencies. This includes integrating first-party data signals into bidding to improve performance.
How to Ace Your Product Management Interview by League Senior PMProduct School
Main takeaways:
- How to succeed even without any prior Product experience
- Mastering phone interviews and drilling into specifics of your past role
- Structuring your take home interview and clearly articulating the Product problems & solutions
Optimizing Your Key Conversion Points: 5 Things You Might’ve MissedTinuiti
Topics Discussed:
Conversion – what, where, how, why
5 things your key conversion points might be missing
Common pitfalls to watch out for when testing
Live Q&A
The 2017 eCommerce Marketer's Virtual Summit - Optimizing Your Key Conversion...Trustpilot
Trustpilot was featured in The 2017 eCommerce Marketer's Virtual Summit. We offered 5 outside-of-the-box elements to consider working into your conversion testing, with tactical tips, real-world examples, and benchmarked results from other companies. We also briefly covered some common pitfalls of today’s A/B testing protocol to ensure your testing provides clean, actionable results.
Features play an important role in product design. They can come from various stakeholders including customers, sales, marketing, development, and product teams. It is important to focus on customer needs when considering new features. When launching a feature, companies need to consider the cost, prioritize features based on resources and time limitations, and avoid unnecessary "junk" features. The process of adding new features is ongoing and requires balancing various priorities.
How to Define Tech Product Pricing Strategy by Salesforce Sr. PMProduct School
What is the importance of defining your product goal and vision and how pricing directly impacts the behavior of your customers? Learn from this presentation.
Using Amazon's PRFAQ Methodology! by Amazon Product LeaderProduct School
Main takeaways:
- Working backwards and structuring your thinking
- The PRFAQ process and adapting to your needs
- Planning to consensus building to execution
Rated people why improving customer experience is not a one night standLiam Waite
Ruth Guthoff-Recknagel, Chief Product Officer at Rated People, discusses improving customer experience through continuous iteration. Rated People is the #1 online marketplace in the UK connecting homeowners with tradespeople. The company grew rapidly but faced "Growth Pains" with immature products. They rebuilt their product using agile Scrum methodology combined with UX design. Now, they use user testing, analytics and feedback to constantly refine the product in small increments. Improving customer experience requires an ongoing commitment rather than "a one night stand."
What's New at Trustpilot? Product ReviewsTrustpilot
Trustpilot’s new Product Reviews reinforce trust in your products and supercharge your website’s conversion rate, while giving you SEO benefits and stronger CTR for your product pages in organic search.
In this 35 minute webinar, you’ll learn:
- How easy it is to add Product Reviews to your website (spoiler alert: 20 minutes or less, no API or developers needed)
- How Product Reviews can improve your SEO ranking and click-through-rates in both paid and organic search
- And much more!
Data - How to Use it & When by Square and Call Rail Product LeaderProduct School
Main Takeaways:
-It’s important to define success metrics before you start building your product or feature
-The goal is to validate a hypothesis--what you think users want--and the data might invalidate your hypothesis. This is a good thing! Keep iterating in that direction to identify and test the next hypothesis.
-Data is important to point you in the right direction, but it won’t answer “what is the perfect product?” To figure this out, you need to experiment, fail and repeat as fast as possible to find success.
Presented as part of the GTM class on March 12, 2018 at MIT's Winter 2018 Start Smart Class for Entrepreneurs. Focuses on funnel creation, self-serve onboarding, trial, pricing and Freemium considerations.
Presented as part of the GTM class on March 12, 2018 at MIT's Winter 2018 Start Smart Class for Entrepreneurs. Focuses on funnel creation, self-serve onboarding, trial, pricing and Freemium considerations.
A free trial is a technique integrated into a SaaS sales funnel that allows consumers to use the service for free for a limited time period. This helps users perceive the value without the perceived cost. While over 40% of SaaS companies list pricing on their site, only around 56% offer a free trial. Companies should consider if their product can demonstrate value through a free trial or if alternatives may work better. Analytics of the full funnel can help optimize elements like trial duration and pricing to improve conversion of users to paying customers.
Transitioning to a Subscription-based Business ModelServiceSource
This document provides a checklist and guidance for companies transitioning to a subscription-based business model. It discusses key metrics around acquiring, retaining, and growing customers over the lifetime of the relationship. The presentation emphasizes automating customer experiences, segmenting customers based on risk levels, and engaging customers appropriately through the lifecycle. It also outlines the benefits partner organizations can provide around optimizing subscription revenue and processes.
I am thrilled to share one of the best presentations I’ve made this year about e-commerce. In this presentation, I delved into the intricate details of the e-commerce landscape in Tunisia, supported by robust data and insightful analysis. As we all know, numbers speak louder than words, and real facts don't lie. This presentation aimed to shed light on the current trends, consumer behaviors, and market opportunities within Tunisia's e-commerce sector.
Explore Premium Graphic Design Templates for versatile use.
Discover Endless Possibilities with Our costume design template. Download Templates or customise them with an easy-to-excess policy. Let’s transform Your Ideas into Masterpieces!
https://graphypix.com/
Helene Jelenc - Transactional Pages That Rank: Insights From a Multi-Year StudyHelene Jelenc
Derived from original research conducted by Flow SEO. We examined over 1000 SaaS landing pages and selected the top 112 URLs to figure out what it takes to rank in the top 10 results. This talk will dive into the top findings, dispel a few SEO myths, and some clever examples of real-life strategies from top software brands.
Navigation Optimization: The Overlooked Path to Higher ConversionsVWO
Poor navigation can silently sabotage your conversion rates. Users who can't easily find what they need often leave in frustration, leading to increased bounce rates and abandoned purchases.
In this Webinar, Jyoti Malik of Blue Bagels will walk you through a comprehensive framework for identifying and resolving navigation issues.
Learn how to create a seamless, intuitive navigation experience that enhances user satisfaction and boosts conversions. Don't miss this chance to turn your website’s navigation into a powerful tool for success—reserve your spot now!
Scan to Success: How to Leverage QR Codes for Offline and Online Marketing PowerAggregage
Join this webinar with Flowcode's Corey Daugherty and Georgette Malitsis to explore the transformative power of QR codes in bridging offline and online marketing worlds. Get ready to gain practical knowledge on using QR codes to increase conversion rates, optimize customer journeys, and ultimately unlock a new realm of marketing potential!
TAM AdEx-Quarterly Report on Television Advertising_2024.pdfSocial Samosa
According to the report, there was a 4% decrease in television advertising volumes compared to the same period in 2023, indicating shifts in advertising strategies or market dynamics.
Building a quality pipeline is a challenge, and Google isn’t making it any easier.
Changes in the way traffic, and leads, are coming to your site has probably shifted, yet lead gen is still a top priority.
During this webinar you’ll learn about channels and tactics that are working, and some of the common missteps we see brands making over and over.
Come prepared to take notes on the importance of customer journeys, how to build a customer-centric culture across all teams, and what to expect when working with third parties.
Plus we’re sharing case studies. Get an insider’s view into lead gen campaign successes and failures for ourselves, and our sponsors.
Get an exclusive peek behind the curtain and see how we approach product promotions using a holistic, consumer-centered strategy that pays off time after time.
Key takeaways:
The best ways to attract and nurture your leads through every step of their journey.
How to support your team, or an agency, to execute these strategies effectively.
What to do after the lead hits your workflow. Pitfalls to avoid, what’s working, what’s not, and how to set up effective nurture campaigns.
With our very own Heather Campbell and Brent Csutoras, we’ll explore how to evolve your strategy based on an ever-changing set of standards.
HEM Webinar - Navigating the Future - Social Media Trends for 2024 in Educati...Higher Education Marketing
Explore our comprehensive slides on the 2024 social media landscape, tailored for educators and marketing professionals in the field of education. With more than 5 billion social media users worldwide and an average individual engagement across as many as seven platforms monthly, understanding these dynamics is crucial for effective educational outreach. Our slides delve into the pivotal trends and strategic adaptations necessary for thriving in this digital arena. Don't miss this opportunity to enhance your strategies with our expert insights.
How to write great content for SEO (search engine optimisation)Ben Foster
In today's digital world, getting found online is crucial.
But with millions of websites vying for attention, how do you make your content stand out?
The answer: Writing for SEO (Search Engine Optimization).
Learn how to write compelling content that not only engages readers but also ranks higher in search engine results.
Digital Marketing Company in India - DIGI BrooksDIGI Brooks
This infographic provides guidance on marketing analytics, helping businesses grow using tools like Google Analytics and AI, measuring ROI, and analysing future trends to track business development.
https://digibrooks.com/digital-marketing-services/
Duda + Google Ads Liaison webinar, Ads and AIAnton Shulke
this presentation is part of #dudawebinar
Explore new tools and features unveiled at Google Marketing Live and how they can be applied to your marketing strategies.
Gain insights into how AI can enhance the creative elements of your ads with improved personalization and enhanced optimization.
Learn how to balance the latest technologies with the core, timeless aspects of good marketing.
Facebook Marketing Strategy with SNJ Global Services.pptxsarfrazkhanm47
Explore the potential of Facebook marketing with SNJ Global Services. We specialize in targeted ad campaigns and engaging content strategies to enhance your brand's visibility and drive conversions. Discover more about our solutions at SNJ Global Services:
https://snjglobalservices.com/.
How to do SEO with free tools - Arnout HellemansSearchNorwich
This talk from Dutch SEO legend, Arnout Hellemans is about how to use free tools to get started in SEO and start finding things that you can easily improve.
This isn't just for beginners in SEO, even seasoned SEOs have new things to learn.
Everything from Google Search Console and Bing Webmaster Tools to Google Sheets and the most helpful Chrome extensions.
For more details on SearchNorwich 16:
https://www.searchnorwich.org/events/searchnorwich-16
Follow Arnout:
LinkedIn: https://www.linkedin.com/in/arnouthellemans/
Twitter: https://x.com/hellemans
Arnout's consultancy: https://onlinemarkethink.com/
2. ● Bottom up targeting
Puts product first, delivers value quickly. Targets ‘Doers’
● “Show me the value” (and let me try it)
Vs “Tell me about it”
● Self Service
Transparent pricing and ability to transact
● Customer-experience- oriented org
Culture of fast, continuous product improvement
PLG Checklist
3. ● Bottom up targeting
Puts product first, delivers value quickly. Targets ‘Doers’
● “Show me the value” (and let me try it)
Vs “Tell me about it”
● Self Service
Transparent pricing and ability to transact
● Customer-experience- oriented org
Culture of fast, continuous product improvement
PLG Checklist
● DIY, easy onboarding
● High speed-to-value
● Shorter sales cycles
● Faster revenue growth
● Lower CAC
● Higher LTV
● Net Retention
6. Less or equal to 5Y
More than 5Y, less or equal to 10Y
More than 10Y, less or equal 15Y
More than 15Y
Source: Kimchi hill
Years to reach
$100M ARR
7. Less or equal to 5 y
> 5 y, less or equal to 10 y
> than 10, less or equal 15 y
> than 15 y
65%
Of co’s that reached $100M within less
less than 10Y
Are PLG companies
Source: Kimchi hill
Less or equal to 5Y
More than 5Y, less or equal to 10Y
More than 10Y, less or equal 15Y
More than 15Y
Years to reach
$100M ARR
14. What is a PQL?
Activation ICP Match
PQL
Engagement
15. ● Interaction with core features
‘X’ number of messages / actions / etc
● Addressed pain point
Solved a problem / Experienced your value prop
● Invited team members
PQL Definition
Activation
Engagement
ICP Match
Have they experienced the value
of your product?
16. ● Active User
They keep coming back for more
● Recency & Decay
Recent activity
● Behaviour (in-app + website)
Visited Pricing page, consumed blog content, etc
PQL Definition
Activation
Engagement
ICP Match
Are they signaling further interest?
18. Aha moment
/ä-hä ˈmōmənt/ noun
1. Pivotal moment when new users first realize the value of your product
2. A moment of sudden insight or discovery
19. Activation
Engagement
ICP Match
Aha! Moment examples
Connect with 7 friends
within the first 10 days
2000 messages sent
within a team
Returning 1 day
after sign up
Save 1 file on
folder on 1 device
Defining the Aha! moment
20. Visitor
Trial
PQL
Customer
Active
customer
Loyal
customer
Churned
customer
Visitor to Trial CVR
Trial to PQL CVR
PQL to Customer CVR
Active Customers Rate
Churn Rate Renewal Rate
Days from
Trial to PQL
Days from PQL
to Customer
Days to
Break Even
Avg Customer
Life
CLV- to CAC ratio
Customer lifecycle
Effectiveness
Velocity
METRICS TYPE
Key Performance Indicators
Avg Selling Price
24. “60% of users who try your app will
never come back”
Intercomm
25. Starts using add ons and other integrations
Converts to paid
Consecutive ‘Aha’ moments & activation points
Sees the product as a solution
Loyal Customer
Active Customer
Trial User
Website visitor
Engages directly with brand
Value
Time
Aha moment(s) Product Adoption
Activation
27. Not Every SignUp Is A Core User
Likelihood to
activate
Likelihood to
Convert
CEO
Director / CXO
Product / Project Manager
Developer
Designer
Marketer
Analyst
CORE USER
CORE BUYER
Source: Madkudu
28. Qualification & Segmentation
Explicit, Enriched & Behaviour-Based Data
Explicit | Sign Up Survey Enriched | 3rd Party Behaviour-based
WEBSITE
● Firmographics
● Technographics
● Persona...
IN-APP
● Webinar attendance
● Pricing page
● Blog posts consumed
● ...
● Number of Interactions
● Team member addition
● Completion of core journeys
● ...
29. ● Onboarding
● Email nurturing campaigns
In- app messaging
Sales reach outs
● Customer persona
● Use Case / Pain Points
● Industry, Firmo & Technographics
Personalization
Criteria Applied to
30. Core User (Marketer) Buyer (CEO)
Sign Up
Usage
Invite Team Members
Invite Team Members
Add Credit Card
Product Overview Call
Sign Up
Custom Journey & Content
Hi Mark,
I’m Mark, VP of Sales at <Company Name>, we are thrilled to have you onboard!
To get the most out our app, be sure to <Usage Tip #1>, so you can <Product
benefit number #1>
Try it out and let us know if you have any questions,
Hi Kevin,
I’m Mark, VP of Sales at <Company Name>, we are thrilled to have you onboard!
I wanted to help jumpstart the onboarding process by offering a quick product
overview to ensure your team gets the most out of it. You can pick a
convenient time that works best for you here
Additionally, here you can find some quick resources on how sales <company
name> helped companies in your industry to <benefit number #1> and <benefit
number #2>
Email # 1 to Core User Sign Up
Email # 1 to Buyer Sign Up
31. Visitor
Trial
PQL
Customer
Active
customer
Loyal
customer
Churned
customer
Visitor to Trial CVR
Trial to PQL CVR
Active Customers CVR
Churn Rate
Metric Optimizations
Efficiency
Renewal Rate
25%* Opt-in Free Trials
1-10%** Freemium
* sixteen ventures
** Insight Venture Partners
PQL to CUSTOMER CVR
● Activity-based content nurturing
● Community, documentation & support
● Frictionless self-service
● UX & product optimizations
● Sales follow up post PQL qualification
33. User session replay
A/B Testing
B2B Tech Stack
Prototyping & design
CRM
Reporting & Data visualization
Lead Scoring
Product Analytics
Web Analytics
Personalization
Contact Enrichment
Market Research
34. A/B Testing and Experimentation
https://www.optimizely.com/sample-size-calculator/
DON’T TEST IF
● It’ll take too long to get actionable results
● Low downside risk of the change, high effort to test it.
● You’re launching something completely new
WHY TESTING
● Learn
● Decide
● Quantify
● Align
39. Freemium
Pros:
● More visitor to ‘trial’ conversions
● Higher virality
● More product data to optimize UX
● Paid users who convert from free tend to
better retention, and much lower CAC1
Cons:
● Limited features could result in a
inferior experience
● Lower sense of urgency
● Higher cost to service
1A16z
40. Free Trial
Cons:
● Less virality and buzz
● Requires more effort and time
commitment on the user
Pros:
● Sense of urgency
● Full feature set, most optimal UX
● More effort in a short timeframe, higher
likelihood of conversion if UX is optimal
The challenge
Delivering on the promise of your business (aha moment) as fast as possible
41. Freemium vs Free Trial
Complex Product?
High price?
Large Market?
Targets doers?
NO
YES
NO
YES
YES
NO
NO YES
Freemium
Free trial
Sales-led
43. Combining PLG and a Sales Led GTM
Pure PLG
Sales +
PLG
A self-serve GTM, later combined with a strong direct sales motion
● Compounds revenue growth
● Lowers CACs
● Enables larger contract values
The Sales role in a mixed GTM strategy:
● Customer onboarding, expansions and renewals (Customer success)
● Work with resellers, distributors and MSP’s
● Help convert PQLs from large enterprises and other ‘hot leads’
44. Estimated ARR When Top Down Sales Was Layered In
$100M+
$50M+
$30M+
$25M+ $20M-$25M
Source: Andreessen Horowitz
When do we add a Top Down GTM?
45. When to Layer Top Down Approach
Bottom up flywheel
working ?
NO
YES
Continue developing
bottom up GTM
Customer demanding product at
enterprise level or enough penetration?
NO
YES
Introduce Top
down GTM
Continue developing
bottom up GTM
When do we add a Top Down GTM?
Source: Andreessen Horowitz