Tweet
Tweet

Slide 1

Slide 1 text

www.LeahTharin.com Product-led Growth… “Show, don’t tell”

Slide 2

Slide 2 text

www.LeahTharin.com ■ Ex-Microsoft, Ex-Deindeal (Groupon Killer in CH) ■ Ex-Product Lead - Smallpdf 50 mio users/month ■ Head of Product Jua.AI ■ Author of the #1 read PLG-guide (Google Search) ■ Help companies to not to die while implementing PLG Leah Tharin www.leahtharin.com

Slide 3

Slide 3 text

www.LeahTharin.com A successful Product PLG

Slide 4

Slide 4 text

www.LeahTharin.com “In PLG (product-led growth) we depend on the product and users to do the selling. Try before you buy. We remove friction between our users and our product.”

Slide 5

Slide 5 text

www.LeahTharin.com “In Product-led Growth we establish trust different than classical Marketing or Sales tactics: Show, don’t tell.”

Slide 6

Slide 6 text

www.LeahTharin.com “ In Product-led Growth we establish trust

Slide 7

Slide 7 text

www.LeahTharin.com

Slide 8

Slide 8 text

www.LeahTharin.com

Slide 9

Slide 9 text

www.LeahTharin.com

Slide 10

Slide 10 text

www.LeahTharin.com Ideal Growth Motion per segment

Slide 11

Slide 11 text

www.LeahTharin.com Sales-led Growth Acquisition Marketing Big Monetization Sales Retention Product Trying to match value with needs. Risk is with the customer High upfront, longterm, Sales-led

Slide 12

Slide 12 text

www.LeahTharin.com Product-led Growth (trials, freemium) Free User Acquisition Free User Retention Small Monetization Expansion Experience value without payment or requiring sales Risk is with the business Low upfront, expansion, transparent, cancel anytime

Slide 13

Slide 13 text

www.LeahTharin.com There is something going on Acquisition Monetization Retention Looming Recession “We have to focus on efficiency!”

Slide 14

Slide 14 text

www.LeahTharin.com There is something going on Acquisition Monetization Retention AI, Commoditization “Messaging differentiation getting harder, differentiate through product (retention) and positioning”

Slide 15

Slide 15 text

www.LeahTharin.com Who do we trust if everything “looks” perfect (AI) from the outside?

Slide 16

Slide 16 text

www.LeahTharin.com “Customers go back to what cannot be faked: Our success with a product Product-led growth establishes trust by delivering success as fast as possible, payment later.”

Slide 17

Slide 17 text

www.LeahTharin.com Choice & Commoditization

Slide 18

Slide 18 text

www.LeahTharin.com “What is our Product”

Slide 19

Slide 19 text

www.LeahTharin.com “Done right, PLG is the most cost efficient distribution model in B2C and a lot of B2B markets. But… how?”

Slide 20

Slide 20 text

www.LeahTharin.com Customer Success Setup Ready to use your product Aha! Experienced value of core product Eureka & Habit Experienced extended value

Slide 21

Slide 21 text

www.LeahTharin.com Customer Success Eureka & Habit Experienced extended value Slack Eureka/Aha (B2B): Sent 2000 messages within 30 days Smallpdf Eureka (B2C): Used 2 different tools on one document

Slide 22

Slide 22 text

www.LeahTharin.com A different way of looking at your users Setup Aha! Eureka 1000 Users 1 Customer The F-Word

Slide 23

Slide 23 text

www.LeahTharin.com A different way of looking at your users Setup Aha! Eureka Recom m end Care only about the efficiency of your loop not shipping “features”. There’s nothing cheaper than Word of Mouth

Slide 24

Slide 24 text

www.LeahTharin.com A different way of looking at your users Setup Aha! Eureka Recom m end Knowing your loops is knowing whether you can keep the water in your dam once you add more. Premature scaling is the #1 death of product-led growth products.

Slide 25

Slide 25 text

www.LeahTharin.com How to make the wheel turn: Recurring Needs Short time to Value Easy to explain and recommend Monetize usage, not features Growth Teams & Goals

Slide 26

Slide 26 text

www.LeahTharin.com “Growth” Teams

Slide 27

Slide 27 text

www.LeahTharin.com 3 Reasons Why you cannot ignore PLG

Slide 28

Slide 28 text

www.LeahTharin.com “B2B Buyers are starting to behave like B2C users. They start to have choice” 1

Slide 29

Slide 29 text

www.LeahTharin.com Product-led Growth is grabbing more commoditization

Slide 30

Slide 30 text

www.LeahTharin.com “Combining product-led growth with the best of sales-led growth disrupts even enterprise markets: Product-led Sales” 2

Slide 31

Slide 31 text

www.LeahTharin.com Product-led Sales

Slide 32

Slide 32 text

www.LeahTharin.com Product-led Sales Looking at teams/accounts and finding those that are worth reaching out… …when they signal “I’m ready” through their measurable behaviour.

Slide 33

Slide 33 text

www.LeahTharin.com Product-led Sales… Using the product successful ? +4 Visiting specific pages? +1 Accelerating usage? +1 Inviting other users? +3 etc. Free B2B accounts Attach scores to their behaviour PQA > ? (Product qualified account) Days- Months Sales ready (High Close %, low CAC) - 40% Lead time

Slide 34

Slide 34 text

www.LeahTharin.com Sales in Product-led Sales More incentives for accounts that expand. Sales only contacts Product qualified Accounts Giving Sales tools that are not just about closing “now”

Slide 35

Slide 35 text

www.LeahTharin.com PLGs secret long term weapon: “Expansion Revenue” 3

Slide 36

Slide 36 text

www.LeahTharin.com Expansion Expanded breadth of Usage ● More products ● Higher level of feature plans Grab enterprise value before they are enterprise ● Individual users -> in teams… -> into enterprise accounts

Slide 37

Slide 37 text

www.LeahTharin.com PLG is about forming Habits… Product: Only (un)ships what makes the wheel go faster and is measurable. Marketing: Is measured on the quality of traffic/leads not quantity. Sales: Incentivized on customer expansion.

Slide 38

Slide 38 text

www.LeahTharin.com “ In Product-led Growth we establish “Show, don’t tell.”

Slide 39

Slide 39 text

www.LeahTharin.com Learn & Work with me: www.leahtharin.com 19.01.2023, Leah Tharin 11th - 20th of July