Using your product to accelerate growth: a product marketers guide to product-led growth

Transcript

1. Travis
   Kaufman
   .
   VP Product Growth
   Gainsight
   Using Your Product to
   Accelerate Growth
   A Product Marketers Guide to Product-led Growth
   @Gainsight @travis_kaufman
   

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2. Overview
   What Has Led Us to Product-led Growth
   What is Product-Led Growth & Why It Matters
   Product-Led Growth & PMM
   Recap
   @Gainsight @travis_kaufman
   

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3. New Market = New Expectations
   What Has Led Us To
   Product-led Growth
   3 significant changes
   Subscription Models
   Changed the metrics we use -
   Measuring acquisition,
   adoption, retention, expansion
   and advocacy
   1
   Consumerization of
   Enterprise Software
   2
   Excellent B2C experiences
   have given consumers high
   expectations of all products
   they use
   Proliferation of SaaS
   Vendors
   3
   Higher level of competition
   coupled with lower switching
   costs
   @Gainsight @travis_kaufman
   

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4. Evolution of Go-to-Market Strategies
   What Has Led Us To
   Product-led Growth
   1990s Early 2000s 2010s Today
   Field
   Sales
   Inside
   Sales
   Inbound
   Marketing
   Product-Led
   Growth
   @Gainsight @travis_kaufman
   

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5. PLG Companies Outperform SaaS
   What is Product-led
   Growth & Why it
   Matters
   Source: OV Pitchbook from 12/31/2018 market data
   Faster Growth Rates
   Higher Multiples
   Worth 2X More
   @Gainsight @travis_kaufman
   

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6. Product-Led Growth (PLG)
   What is Product-led
   Growth & Why it
   Matters
   Product-Led Growth is a go-to-market strategy
   where your product is the driver of customer
   acquisition, engagement and expansion
   @Gainsight @travis_kaufman
   

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7. Product Growth Practices
   Apply Across the Customer Lifecycle
   What is Product-led
   Growth & Why it
   Matters
   @Gainsight @travis_kaufman
   Adoption
   Acquisition Expansion
   - Freemium / Trial
   - Self-Serve Purchase
   - Trial of x-sell products/features
   - Enforce usage policies with
   paywalls to drive up-sell
   Onboarding
   - New Product Releases
   - Entitlement aware In-App
   Guidance
   - In-App Guidance / Tutorials
   - Usage Based Email
   Reactivation
   

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8. Three Strategies For PMM to Unlock
   Product-led Growth
   Product-Led Growth
   & PMM
   1 Define Product-Qualified Leads
   (PQLs)
   2 Use Product As A Marketing Channel
   3 Focus on Customer Outcomes
   @Gainsight @travis_kaufman
   

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9. 1
   Product-Led Growth
   & PMM
   Product-Qualified Leads (PQLs)
   PQL
   Buying intent based on
   product usage
   Free Trial | Proof of Concept | Freemium
   MQLs
   Buying intent based on
   marketing
   engagement
   Opt-ins | Events | Ad Engagement
   eBooks | Webinars
   @Gainsight @travis_kaufman
   

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10. Product-Led Growth
    & PMM
    @Gainsight @travis_kaufman
    Marketing-Led Go-to-Market
    

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11. Product-Led Growth
    & PMM
    Outside of Product Engagements
    In-product Engagements
    Time
    @Gainsight @travis_kaufman
    Product-Led Go-to-Market
    

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12. Product-Led Growth
    & PMM
    Characteristics of Product Qualified Lead
    Firmographics
    Interest
    (Survey)
    Feature Adoption
    Support
    Inquiries
    Product
    Qualified Lead
    @Gainsight @travis_kaufman
    Demographic
    Role/Title/Function
    

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13. 2
    Product-Led Growth
    & PMM
    Use Product as a Marketing Channel
    Key to retaining & up/cross-selling
    Pre-sale
    Post-sale
    Key to converting in free-
    trial/POC/Freemium
    In-product messages have 3X higher
    engagement
    @Gainsight @travis_kaufman
    

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14. Product-Led Growth
    & PMM
    Product Updates
    Feedback
    Promotional
    Adoption
    @Gainsight @travis_kaufman
    Example In-App Engagements
    

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15. 2
    Product-Led Growth
    & PMM
    Use Product as a Marketing Channel
    @Gainsight @travis_kaufman
    

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16. 2
    Product-Led Growth
    & PMM
    Use Product as a Marketing Channel
    @Gainsight @travis_kaufman
    

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17. Product-Led Growth
    & PMM
    It’s Not One or The Other:
    Product-Assisted Drives Growth
    67%
    Higher Email
    Open Rate
    @Gainsight @travis_kaufman
    

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18. Product-Led Growth
    & PMM
    3 Focus on Customer Outcomes
    • Customer Onboarding & User Onboarding
    • Product Engagement to Source Customer
    References & Case Studies
    • Drive upsell/x-sell by enforcing entitlements
    with in-app paywalls
    @Gainsight @travis_kaufman
    

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19. Summary
    Recap
    1 Define Product-Qualified Leads
    (PQLs)
    2 Use Product As A
    Marketing Channel
    3 Focus on Customer Outcomes
    Free Download
    Mastering Product Experience
    http://bit.ly/FreePXBook
    @Gainsight @travis_kaufman
    

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