Leah Tharin - Product-led Growth

Transcript

1. www.LeahTharin.com Product-led Growth… “Show, don’t tell”
2. 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
3. www.LeahTharin.com A successful Product PLG
4. 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.”
5. www.LeahTharin.com “In Product-led Growth we establish trust different than classical Marketing or Sales tactics: Show, don’t tell.”
6. www.LeahTharin.com “ In Product-led Growth we establish trust
7. www.LeahTharin.com
8. www.LeahTharin.com
9. www.LeahTharin.com
10. www.LeahTharin.com Ideal Growth Motion per segment
11. 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
12. 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
13. www.LeahTharin.com There is something going on Acquisition Monetization Retention Looming Recession “We have to focus on efficiency!”
14. www.LeahTharin.com There is something going on Acquisition Monetization Retention AI, Commoditization “Messaging differentiation getting harder, differentiate through product (retention) and positioning”
15. www.LeahTharin.com Who do we trust if everything “looks” perfect (AI) from the outside?
16. 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.”
17. www.LeahTharin.com Choice & Commoditization
18. www.LeahTharin.com “What is our Product”
19. www.LeahTharin.com “Done right, PLG is the most cost efficient distribution model in B2C and a lot of B2B markets. But… how?”
20. www.LeahTharin.com Customer Success Setup Ready to use your product Aha! Experienced value of core product Eureka & Habit Experienced extended value
21. 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
22. www.LeahTharin.com A different way of looking at your users Setup Aha! Eureka 1000 Users 1 Customer The F-Word
23. 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
24. 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.
25. 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
26. www.LeahTharin.com “Growth” Teams
27. www.LeahTharin.com 3 Reasons Why you cannot ignore PLG
28. www.LeahTharin.com “B2B Buyers are starting to behave like B2C users. They start to have choice” 1
29. www.LeahTharin.com Product-led Growth is grabbing more commoditization
30. www.LeahTharin.com “Combining product-led growth with the best of sales-led growth disrupts even enterprise markets: Product-led Sales” 2
31. www.LeahTharin.com Product-led Sales
32. 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.
33. 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
34. 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”
35. www.LeahTharin.com PLGs secret long term weapon: “Expansion Revenue” 3
36. 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
37. 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.
38. www.LeahTharin.com “ In Product-led Growth we establish “Show, don’t tell.”
39. www.LeahTharin.com Learn & Work with me: www.leahtharin.com 19.01.2023, Leah Tharin 11th - 20th of July