Thrivecast

RevOps (Revenue Operations) is more than just a buzzword—it's a critical function for companies looking to streamline their revenue-generating processes. In a recent ThriveStack webinar, Peter Wheeler hosted an insightful discussion with James McKay (Founder, Venn), Matt Rocha (Director of RevOps, B2B Catalyst), and Gururaj Pandurangi (Founder, ThriveStack). Together, they explored the evolving landscape of RevOps, its role in go-to-market (GTM) strategies, and how businesses are sailing over the shift from sales-led to product-led growth.What is RevOps?At its core, RevOps (Revenue Operations) unifies sales, marketing, and customer success into a single operational system. The discussion emphasized how RevOps helps companies shift from siloed operations to a more integrated approach, ensuring that every part of the revenue-generating engine is aligned. By consolidating responsibilities such as sales ops, marketing ops, and enablement into one framework, RevOps allows businesses to scale more efficiently while maintaining clarity and alignment across teams. It's clear that RevOps is no longer a luxury—it’s a crucial function for businesses seeking sustainable growth.RevOps in GTM MotionsWhen it comes to executing go-to-market (GTM) strategies, RevOps serves as the backbone for aligning cross-functional teams. The discussion highlighted several key roles that RevOps plays in this alignment:* Unifying teams: RevOps ensures that sales, marketing, and customer success work in sync, breaking down silos and creating a seamless flow of information between departments.* Accountability across the board: By standardizing data, tools, and processes, RevOps provides transparency into each team’s performance, holding everyone accountable for their part in the GTM strategy.* Adapting to changing conditions: RevOps makes it easier for teams to pivot when market conditions shift, enabling quicker adjustments to strategy while maintaining focus on growth goals.* Efficient scaling: With RevOps managing the framework, businesses can scale operations more effectively, avoiding the inefficiencies that typically arise from disconnected teams and unclear processes.RevOps transforms GTM efforts from isolated initiatives into a cohesive strategy, ensuring that the entire customer journey is optimized for success.Shifting from Sales-Led to Product-Led GrowthThe shift from sales-led growth to product-led growth (PLG) has transformed how businesses approach revenue generation. Traditionally, sales teams would guide the customer journey from the first interaction to the deal closure. However, with PLG becoming more popular, this process is now being driven by the product itself, often without the need for a sales team in the early stages.Key points discussed include:* Customer-driven adoption: In PLG, users interact with the product directly, allowing them to experience its value firsthand. This shift places more emphasis on product quality and user experience.* Earlier RevOps involvement: Unlike the sales-led model, where RevOps typically comes in during the scaling phase, PLG requires RevOps to play a role much earlier. Data, analytics, and tools need to be aligned from the start to measure success and drive growth.* Blurring lines between teams: The distinction between sales, product, and marketing becomes less rigid as PLG encourages closer collaboration. RevOps acts as the glue, ensuring that teams work together effectively to support the product-led motion.The transition to PLG represents a major opportunity for businesses, and RevOps plays a key role in making this shift successful.Tools, Systems, and IT's Role in RevOpsAs companies grow, managing tools and systems becomes increasingly complex. RevOps often relies on multiple technologies, but there’s been a notable shift: more responsibility for these systems is now being taken over by IT departments.While IT can handle the maintenance and servicing of tools, it often comes at the expense of speed and flexibility. RevOps teams, who need to move quickly with experiments and short-term adjustments, sometimes find their agility reduced when IT controls these systems.Integrating multiple systems—like CRMs, marketing automation platforms, and customer success tools—is crucial. RevOps needs to ensure that these tools work together seamlessly, allowing data to flow freely between teams for better decision-making.The challenge for RevOps is finding the balance between technical expertise and operational needs. With IT managing tool ownership, RevOps must focus on optimizing these systems while ensuring they support broader business goals.Challenges and Recommendations for RevOps ImplementationImplementing RevOps successfully comes with its own set of challenges, especially in rapidly scaling businesses. One key challenge is determining when to bring in RevOps—whether it’s from the start or during growth phases.A few key challenges identified were:* Overlapping roles: In many organizations, the boundaries between sales, marketing, and customer success blur, making it difficult for RevOps to clearly define its scope and priorities.* Data complexity: Managing and unifying data from different systems remains a significant obstacle. Without clear data pipelines, teams can struggle to make informed decisions, reducing the effectiveness of RevOps.* Stakeholder management: As RevOps spans multiple teams, managing expectations and priorities across different stakeholders requires strong leadership and communication skills.To overcome these challenges, the discussion emphasized the importance of starting with clear alignment on goals. RevOps should be positioned as a strategic partner rather than just a support function, ensuring that it plays a central role in driving both growth and efficiency.ConclusionRevOps is transforming how companies align their sales, marketing, and customer success teams to drive revenue growth. As the shift from sales-led to product-led growth becomes more prominent, RevOps is playing a critical role earlier in the process. Key takeaways include:* Unifying teams and processes for better efficiency and transparency.* Adapting quickly to market changes with the right tools and data.* Overcoming challenges like role overlap, data complexity, and stakeholder management with strong alignment and leadership.As RevOps continues to evolve, companies that invest in it early will be better positioned to scale efficiently. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit resources.thrivestack.ai

In a lively discussion, three voices in the SaaS world came together to talk about the future of product-led growth (PLG): Wes Bush, the bestselling author of Product-Led Growth and the creator of the PLG system; Vincent Young, VP at Dealfront and author of Product-Led Sales; and Peter Wheeler, a product growth expert. With Wes Bush preparing to release his new book- The Product-Led Playbook, the session explored the complexities and challenges that come with adopting a PLG approach. The conversation was a reality check for many—a closer look into why PLG isn't just a buzzword, but a strategic shift that comes with its own hurdles.The speakers tackled everything from onboarding pains and pricing transparency to navigating the fine line between product-led and sales-led approaches. If you’ve ever wondered why only a small percentage of PLG companies achieve significant self-serve revenue or why onboarding can make or break your product, you’ve come to the right podcast!Listen now on Apple, Spotify, Castbox, Google and YouTube.Understanding PLG ChallengesWes Bush brought an honest perspective to the session, highlighting the reality of implementing a product-led growth (PLG) strategy. Despite the buzz, PLG isn't an easy path. Wes noted that only around 5% of PLG companies break through to reach more than $10 million in self-serve revenue.The reason? It’s not a lack of demand. 97% of buyers want to try before they buy. But while the market clearly favors self-serve models, many SaaS builders struggle to deliver on this effectively.A key issue is distinguishing between the buyer and the user. Buyers seek to understand the product before purchasing, while users are the ones interacting with it daily. This distinction often leads to what Wes calls "cross-wiring trends," where the market clamors for self-serve, but the experience falls short for both buyers and users.Wes’s upcoming book explores these challenges—whether it’s onboarding, retaining users, or scaling effectively. For him, this is about more than a framework; it’s about pinpointing why so many PLG businesses struggle to balance market demand and product execution.The Importance of OnboardingOnboarding is often a make-or-break moment in a product-led growth (PLG) strategy. It starts right from the first brand interaction—be it an ad, landing page, or blog post. But onboarding isn't just an initial experience; it's a continuous journey where users are guided to understand and find value as more features are added.One striking point from the discussion was that most companies lose around 40-60% of users after their first experience. This shows how critical it is to make a strong first impression. The focus should be on guiding users quickly and effectively to ensure they stick around.The panel also discussed the differences between sales-led and product-led onboarding. In sales-led models, the process relies on manual guidance from a sales team. However, in PLG, the product must stand on its own—the user needs to intuitively find value without hand-holding.Pricing and Packaging in PLGTransparent pricing can be both an asset and a challenge for product-led growth (PLG).While clear pricing helps users quickly grasp a product's value, it can become tricky as monthly fees increase. How transparent should you be when prices rise to $1,000 or more? Is there a point where transparency stops being helpful?The discussion touched on the land and expand strategy—a core part of PLG. Users start with one use case, then gradually explore more features. This sounds simple, but planning for such expansions can be difficult. Pricing progression needs to feel natural, allowing users to upgrade without facing overwhelming costs.A crucial aspect of this is identifying value metrics—the elements that users value most, such as per contact or overall usage. When pricing aligns with these metrics, users are more likely to move from free to paid plans. Tiered pricing that scales with usage creates a smooth transition, making upgrades feel less like a jump and more like a natural progression.Ultimately, pricing and packaging aren’t just about numbers—they need to align seamlessly with how users experience and find value in your product.Sales vs. Product-led Dichotomy* Speed vs. Scalability: Sales-led approaches are faster to start. Direct conversations with potential customers help validate the product quickly. In contrast, PLG requires more upfront effort but offers better scalability, with the product driving growth instead of a growing sales team.* Manual Effort vs. Self-Serve Experience: In sales-led models, the process is often manual. Sales reps guide customers through the journey, making it easier to tailor experiences but harder to scale. PLG focuses on building a self-serve experience where users can discover and use the product independently.* Revenue Growth vs. Customer Learning: Sales-led models can secure revenue quickly by closing high-touch deals, which helps refine the product. However, product-led growth emphasizes continuous user learning and improving the product experience, making it easier to onboard and retain users over time.* Choose One or Blend Both?: For early-stage startups, starting with a sales-led approach helps identify target users and use cases quickly. As the product matures, PLG tactics can be layered on to facilitate scaling and lower customer acquisition costs (CAC).Building a Product-Led Organization: Key Elements* Clarify Your Strategy to WinThe importance of a clear strategy came up frequently. The focus isn't just on having a product but knowing exactly how to win in your space. For example, defining how your product stands out—whether it's through a self-serve model, transparent pricing, or superior onboarding—is essential.* Onboarding: More Than Just SignupsOnboarding was a major focus of the discussion, with a consensus that it begins the moment users interact with your brand. The aim is to guide users to value quickly and keep doing so as new features are added, making the process an ongoing journey.* Pricing and Packaging Aligned with ValueThe conversation highlighted the need for pricing that grows with the user. Instead of arbitrary jumps in cost, the pricing model should align with usage or value metrics, allowing a smooth transition as users find more value in your product.* Balance Sales-Led and Product-Led TacticsWhile PLG is the ultimate goal for many SaaS companies, there was an acknowledgement that a sales-led approach often helps gather feedback and understand the market early on. The transition to PLG should be strategic, leveraging sales-led insights to build scalable, user-friendly onboarding and pricing.* Iterate Based on User BehaviorIt was clear that PLG requires constant iteration. By tracking how users engage with the product, companies can refine the onboarding experience, adjust pricing, and improve overall value to drive growth.Key Timestamps* (00:00) - Introduction* (01:50) - Wes Bush’s PLG Journey* (03:45) - PLG Companies' Struggles* (08:00) - The Role of Onboarding* (10:14) - Sales-Led vs. Product-Led Growth* (20:40) - Pricing Transparency Debate* (22:22) - Land and Expand Strategy* (37:00) - Final Thoughts & Wes’s BookConclusionPLG offers a promising path but comes with challenges. A strong strategy, smooth onboarding, and value-aligned pricing are crucial. Start with a sales-led approach to gather feedback, then scale effectively with PLG. Continuously improve by analyzing user behavior and refining the product experience. For more insights, check out Wes Bush’s new book- Amazon: The Product-Led Playbook This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit resources.thrivestack.ai

Balancing Product-Led Growth (PLG) with traditional sales efforts can be challenging but rewarding. With insights from Amplitude’s Franciska Dethlefsen, the session explored how self-serve and sales motions can work together without compromise. Hosted by Gururaj Pandurangi and Peter Wheeler, the discussion highlighted Amplitude’s journey to integrate PLG and sales seamlessly, with collaboration and timing as key themes.Understanding Product-Led Sales (PLS) Without the JargonFranciska Dethlefsen broke down Product-Led Sales (PLS) as the practice of driving sales through the product itself. She explained that it’s not just about getting users to sign up for a free trial—PLS aims to use the product experience to create qualified leads.Amplitude’s approach to PLS is simple: use the product as a channel to generate and qualify sales opportunities. For instance, they utilize product usage data to identify which users are ready for deeper engagement, whether that means a demo, a trial extension, or support with setup.As Peter Wheeler noted, the term “product-led sales” might be misleading—it’s more like "product-assisted sales." The product becomes a powerful tool to assist and enable the sales process, providing context to the sales team on when and how to approach a user.When and How to Reach Out to UsersTiming is everything in user outreach. Early interventions—like contacting a user immediately after sign-up—can often miss the mark and make users feel pressured.The key is to qualify leads before intervening. Distinguish between high-potential enterprise users who may need early sales support, and smaller users who benefit from independent exploration. Focusing on product signals—such as usage patterns or specific actions—can guide when to engage effectively.It’s about offering value at the right moment, not hard-selling. By monitoring user behavior, outreach becomes more helpful and timely, aligning with user intent and readiness.Amplitude’s Path to Building a Balanced PLG and Sales MotionAmplitude’s transition to a balanced PLG and sales strategy involved a cultural shift. Moving from a primarily sales-led model to one that incorporates PLG required building collaboration between growth and sales teams. The change wasn’t just structural—it was about ensuring both teams saw the value in working together.Early on, the focus was on establishing trust. Instead of seeing the self-serve model as a threat to larger deals, the sales team recognized that product-led users often ended up being stronger leads. This alignment allowed them to reach out to users at the right time, with a clear understanding of user intent and needs.Additionally, managing concerns around cannibalization—where self-serve might seem to undercut traditional sales efforts—was crucial. By focusing sales efforts on larger accounts and leaving smaller users to a self-serve experience, Amplitude successfully integrated both motions, ensuring no missed opportunities and a more efficient approach to growth.Getting Users to Activate ThemselvesActivation plays a key role in any PLG strategy. At Amplitude, activation means users can set up and explore the product independently, without needing support.Steps to Improve Onboarding:* Expand Low-Code/No-Code Options: Amplitude made it easier for non-technical users to connect data sources like GA4 or HubSpot.* Reduce Friction for Quick Wins: The team focused on helping users reach their "aha" moment faster, simplifying setup to enable early value.* Offer Pre-Built Templates: Providing ready-made templates for dashboards and metrics let users gain quick insights, making the product feel immediately useful.These steps deepened user engagement and ensured a smooth self-activation process.How Growth Teams Scale User ActivationAmplitude’s growth team focused on creating a seamless self-activation journey. Rather than relying on direct sales interactions, they leaned into scalable strategies:The team first experimented with onboarding flows, tweaking them to improve how quickly users could access and experience value. They knew that early wins were crucial, so they tested and refined how users were introduced to core features.To reduce barriers, Amplitude introduced low-code/no-code solutions. Users could connect their data sources—such as GA4 and HubSpot—without technical obstacles, accelerating their onboarding and activation process.Lastly, they built in product guidance, encouraging users to discover deeper features on their own. These prompts nudged users to explore and make use of more advanced functionalities, enhancing both engagement and long-term retention.By focusing on these steps, the growth team scaled activation effectively across a wide user base.Maximizing Value from Free UsersFree users can significantly contribute to product growth, but they come with their own set of considerations. Here’s a look at the pros and cons of engaging and maintaining a free user base:Pros:* Brand Advocacy & Community Building: Free users often become brand advocates, spreading the word organically and bringing new users to the product.* Potential Pipeline for Conversions: While they may start as free users, many eventually convert to paid plans, especially when they see sustained value.* Product Feedback & Data: Free users provide valuable feedback and usage data, helping refine the product experience for everyone.Cons:* Costs of Maintaining Free Plans: Supporting free users requires resources, including infrastructure and support, which can be a significant investment without direct returns.* Lower Conversion Rates: Not all free users convert to paid plans, which can mean many may use resources without contributing to revenue.* Complexity in User Segmentation: It can be challenging to balance offering enough value to free users while differentiating the experience for paying customers.The net effect? The value of community-building and potential conversions often outweighs the downsides, but maintaining a free plan needs to be strategic and sustainable.Aligning Sales and Product for PLG SuccessHere’s a step-by-step guide to achieving alignment:* Build Transparency: Create open channels for sharing user data and insights between product and sales teams. This ensures both sides understand how users interact with the product and where opportunities lie.* Leverage Product Usage Data: Use data to qualify leads and identify high-potential accounts. Sales teams should have access to metrics like activation rates, feature adoption, and user behavior to approach leads at the right time.* Refine Team Roles: Adjust job descriptions to reflect a balance between PLG and sales motions. Roles should be flexible enough to support self-serve journeys while providing personalized touchpoints for qualified leads.* Build a Supportive Tech Stack: Implement tools that allow seamless access to user data and collaboration between teams. The right infrastructure helps both product and sales work toward common goals and track the impact of their efforts.* Create Mutual Wins: Highlight successes where product-led growth translates into sales opportunities. Celebrating these wins builds trust between teams and encourages continued collaboration.Additionally, focus on setting shared targets that encourage both teams to work toward common outcomes. Aligning key performance indicators (KPIs) ensures that sales and product teams share accountability for growth, fostering a unified approach to achieving PLG goals.Final Thought“It’s a much better sales conversation when you talk to an activated user in an activated account that loves the product. Different types of sales conversations—they go quicker, and you don’t need to demo. It’s a whole different sales motion.” – Franciska Dethlefsen This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit resources.thrivestack.ai

Today, we’re exploring what makes startup communities powerful engines for early-stage founders. In our recent webinar, Aviel Ginzburg—an experienced founder and investor—shared his thoughts on building strong, supportive ecosystems. Aviel has journeyed from software engineer to VC, offering insights on what makes a startup community thrive: connections, mentorship, and the spark of serendipity that can change everything.Setting the Scene: Startup Communities and SerendipityStartup journeys are rarely linear. And, as Aviel Ginzburg pointed out, it’s often serendipity—those unplanned encounters and unexpected opportunities—that shapes an entrepreneur's path. However, not all communities foster these kinds of moments equally.Places like Silicon Valley have perfected the art of the "chance meeting," with daily meetups, networking events, and collaborative workspaces. Seattle, on the other hand, faces unique challenges. Despite being home to significant tech talent, it often lacks the spontaneous interactions that drive connection and growth.For Aviel, his experience moving from New York to Seattle was eye-opening. Unlike the Bay Area, where networking is as natural as breathing, building a meaningful community in Seattle took intentional effort and the willingness to reach out. It meant going beyond comfort zones, showing up at events, and, most importantly, understanding that every conversation could open new doors.The Gaps in the Seattle Ecosystem: A Quick BreakdownWhat’s missing in Seattle's startup scene? It’s not talent—Seattle is packed with some of the best tech minds in the world. The challenge lies in connection and culture. Here's how Aviel breaks it down:* Talent, but Not Enough Founders: Seattle attracts tech talent primarily for big players like Amazon and Microsoft. Many individuals come for the stability of working on established products, but fewer are motivated to take the leap into creating new categories or founding startups.* Risk-Averse Culture: Historically, Seattle has roots in Nordic culture, which brings a certain level of conservatism. The result? An environment where taking big leaps into the unknown, such as starting a company, feels less natural compared to more risk-tolerant cultures.* Fragmented Connections: Unlike San Francisco, where chance meetings and startup events happen daily, Seattle’s community is more spread out. The startup ecosystem has been siloed, making it harder for emerging founders to connect with potential mentors, investors, or even co-founders.Takeaway: Building a community that facilitates serendipitous connections is crucial for startup growth. It’s not about forcing a culture change but creating more spaces and opportunities for people to connect organically.The Anatomy of a Thriving Startup CommunityAccording to Aviel, building a successful startup community means having the right mix of people playing specific roles. Here’s what it takes:* Givers & Takers: A strong community needs active contributors who are willing to share their time, advice, and support (the "givers") and founders eager to learn and implement (the "takers"). The key is balance—no pure takers, as it drains the community's energy.* Enablers: This includes investors who do more than just write checks—they open doors, provide resources, and act as connectors to drive growth. Aviel prefers the term “enablers” over “investors” because it encompasses the broader role they play in a startup’s journey.* Connectors: These individuals or spaces bring people together. Connectors could be events, co-working spaces, or even online communities where founders, mentors, and enablers converge to share experiences and spark opportunities.* Active Participation: Observers, or “tourists,” can be counterproductive to a community. They attend events without contributing, potentially sapping energy and engagement from those who are actively building and giving back.Core belief: A thriving community is an energy engine, where everyone is contributing, learning, and evolving together. Each role is vital, and it’s the interplay of these dynamics that sustains growth and connection.Accelerators, Incubators, and Studios: What’s right for you?Accelerators: Speeding Up the JourneyFor startups that have a defined idea and are ready to push forward, accelerators are the fast lane. They provide mentorship, funding, and a network to help startups move quickly to validate or pivot their ideas. Time is of the essence, and accelerators give founders the urgency and resources to find success—or learn from failure—faster.Incubators: Nurturing Ideas from Seed to GrowthIf you’re in the early, conceptual phase, incubators act like greenhouses. They provide an environment to explore, test, and nurture ideas before they’re ready to become full-fledged startups. The incubator's role is to provide foundational support, helping ideas evolve through mentorship and collaboration.Studios: Co-Pilots in BuildingA startup studio operates differently—it’s where experienced builders team up with founders to create companies. Studios often start with validated ideas and provide both hands-on support and resources to help founders build and scale quickly. They are an excellent fit for second-time founders or those who want to leverage existing expertise.The Common Thread: Saving TimeEach of these support structures focuses on the same crucial goal: saving time. By providing mentorship, access to networks, and the right environment to grow, they allow founders to either speed up their path to market or pivot more effectively when needed.A New Approach to Building CommunityImagine a community where founders, operators, and experienced entrepreneurs share the same space, creating connections that fuel growth. That’s the vision Aviel Ginzburg has for Foundations in Seattle—a space designed to unite people at every stage of their startup journey.* Early-Stage Founders: Those who have just left their corporate jobs or are fresh out of startup accelerators. They’re building from the ground up, seeking camaraderie, and feeding off each other’s energy.* Operators at Series A to C Companies: Entrepreneurs who are scaling their businesses, looking to step away from their daily operations to gain fresh perspectives and connect with others on a similar path.* Successful Exits & Seasoned Entrepreneurs: Founders who’ve been through the journey and are ready to give back, investing their time, energy, and insights to help the next generation succeed.A Space for SerendipityFoundations isn’t about rigid programs or structured mentorship—it’s about shared space, organic conversations, and creating those “magic moments” when people come together. The goal is to provide a physical place where rhythms meet: founders bouncing ideas off seasoned entrepreneurs, connections forming naturally, and a sense of community that energizes and supports its members.Although Foundations is set to officially launch at the end of the month, it’s already bringing together some of the brightest minds in the Seattle startup scene. Aviel’s belief is simple: if you bring the right people together, magic happens.Challenges and OpportunitiesIn any startup community, there’s always a balancing act between challenges and opportunities. Here’s how Aviel describes the current dynamics of the Seattle scene:Challenge: a. Finding the Right Giver-Taker BalanceFor a thriving startup community, the right balance of contributors (givers) and learners (takers) is crucial. Aviel emphasizes that Seattle faces a shortage of active “givers”—people who not only have the experience but are willing to actively mentor, connect, and invest in others. Without this balance, communities struggle to sustain the flow of knowledge, support, and growth.b. Siloed Efforts and Disconnected EventsSeattle is full of startup events, investor meetups, and individual programs, yet many of these operate in silos. This fragmentation makes it hard for founders to know where to turn for support and mentorship. Unlike a unified community that connects founders with the right resources, Seattle’s ecosystem can feel like scattered islands of opportunity.Opportunity: A Unified, Connected Ecosystem!Despite the challenges, the potential for growth is immense. Aviel’s vision for Foundations aims to be that unifying force, breaking down barriers between siloed events and creating a more cohesive, collaborative network. By bringing people together—whether they’re fresh founders, investors, or experienced entrepreneurs—the hope is to create a startup community that fosters serendipity and builds stronger connections.Takeaway: It’s a journey, but with intentional efforts to connect, support, and mentor, the Seattle startup ecosystem can evolve into a thriving, unified community that supports every founder’s journey.Final ThoughtsA startup's journey is never a solo endeavor—it’s the people, connections, and shared experiences that shape its path. Whether you’re a founder looking for guidance, an investor ready to support the next generation, or an entrepreneur who’s been through the journey before—there’s always room to contribute to a stronger, more vibrant startup ecosystem. And who knows? The next conversation you have could be the one that opens up a world of possibilities. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit resources.thrivestack.ai

Choosing the right go-to-market (GTM) strategy can make or break a company. One of the most debated strategies is Product-Led Growth (PLG), which emphasizes the product as the primary vehicle for customer acquisition, retention, and expansion. But is PLG the right fit for every company? How do you know when to embrace it or avoid it?In the first part of a three-part expert conversation series, Vincent Jong, VP Product at Dealfront, Peter Wheeler, PLG GTM Advisor, and Gururaj Pandurangi, Founder of ThriveStack, dove into this exact topic. What is PLG?Product-Led Growth (PLG) can mean different things to different companies, but at its core, it’s about putting the product at the center of your growth strategy. Here's what was highlighted during the conversation:* PLG is often misunderstood as just a “self-serve” model, but it’s much more. It's a business-wide strategy where the product drives customer acquisition, retention, and monetization.* This can be achieved through various tactics such as:* Free trials* Freemium models* Interactive demos* The key is to allow users to experience the product and its value before they even talk to a sales representative.* PLG is about creating a smooth experience where the product shows its worth without requiring direct sales involvement.* Although there are different definitions, ranging from PLG being a growth tactic to a full-fledged business strategy, the common thread is that PLG allows customers to discover value independently.PLG, when implemented correctly, is a powerful tool that can help drive sustainable growth by focusing on the customer experience.When Should You Embrace PLG?PLG might be right for you if:* You’re an early-stage companyPLG can help you reach potential users who prefer to try before they buy, especially in markets with younger buyers who value self-service over traditional sales.* Your product delivers immediate valueIf your product can clearly demonstrate its value without the need for heavy sales assistance, it's a great fit for PLG. Think about whether your users can easily see the benefits on their own.* Scalability is keyIf your goal is to scale quickly, PLG can offer that efficiency. A well-built product in a PLG motion can serve thousands of users without the need for increasing the size of your sales team.When to Avoid PLG?PLG may not be the best strategy if:* You have a complex productIf your product requires extensive explanation or configuration before users can see its value, PLG might not be the right fit. Complex products often need sales assistance to guide potential customers through their buying journey.* Your company is in a regulated industryIndustries with heavy regulations or compliance requirements, like financial services or healthcare, might struggle with PLG. Buyers in these sectors typically need legal approvals and human touchpoints before making a purchase.* You’re dependent on high-touch salesIf your business is already thriving on a high-touch, relationship-driven sales model, switching to PLG could disrupt your existing revenue pipeline. Introducing PLG suddenly might put current deals at risk.* You need quick revenuePLG is a long-term play. If your company needs immediate revenue growth, a sales-led approach is often more effective. PLG requires investment in product development and onboarding, which takes time to deliver returns.How Can PLG Support Your Sales Team?Q: Does PLG replace traditional sales?A: Not exactly. PLG doesn't eliminate sales teams, but it makes their job more efficient. By allowing users to engage with the product first, sales teams can focus their time on qualified leads—people who have already shown interest and experienced the product's value.Q: How does PLG help sales teams close deals?A: With PLG, your sales team can leverage product usage data. They can see which features a prospect is using, where they’re getting stuck, and what value they've already gained. This helps sales reps personalize their approach and guide customers toward making a decision.Q: Can PLG reduce the workload for sales teams?A: Yes! Since customers are already familiar with the product, they don’t need as much hand-holding. Instead, sales can step in when needed—like for complex deals or upselling opportunities.How is the Role of Sales Evolving in a PLG Environment?* Less pitching, more guidingIn a PLG model, sales teams shift from traditional pitching to guiding customers. The focus is on helping users who are already familiar with the product get more value and solve their specific problems.* Sales as a customer success partnerInstead of closing deals quickly, sales teams work more like customer success partners—ensuring that users are properly onboarded, using the product, and progressing toward their goals.* Data-driven decisionsSales reps in PLG environments rely heavily on product usage data to understand a customer’s needs. This insight allows them to make informed decisions on when and how to engage with users, personalizing their outreach.* No hard sellsThe emphasis shifts away from pushing for a sale at the earliest opportunity. Instead, sales teams interact with users when they’re ready, leading to more organic and less aggressive sales motions.How Can PLG Be Used as a Competitive Strategy?* Identify market gapsLook for incumbents in your market that rely on traditional sales models. If they require high-touch sales to close deals, this presents an opportunity for a PLG-driven company to enter with a more efficient, self-serve option.* Start small, expand laterPLG allows you to land smaller deals initially—perhaps at a lower price point—but with the opportunity to expand once users experience the product's value. This makes it easier to challenge large players over time.* Focus on ease of useBy offering a product that's easier to try, implement, and scale, you can attract customers who might be frustrated by the complexity of existing solutions in the market.* Leverage rapid onboardingWith a product that’s intuitive and has a quick onboarding process, you can rapidly attract users. This gives you an edge over competitors who rely on a lengthy sales and implementation process.* Outcompete on agilityPLG companies tend to move faster than traditional competitors. By continuously improving the product based on user feedback, you can adapt to customer needs more quickly than incumbents locked into slower sales cycles.Generational Shifts in Buying BehaviorThe way buyers engage with products has dramatically changed, especially with millennial and Gen Z customers entering the marketplace. These generations prefer self-service experiences and want to try a product before talking to a sales team. They rely heavily on peer reviews, community feedback, and independent research to inform their decisions. This shift in behavior makes PLG a more appealing strategy, as it aligns with their desire to experience instant value without needing a traditional sales pitch. For companies targeting younger buyers, adopting PLG is almost a necessity to stay relevant and competitive. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit resources.thrivestack.ai

tl;dr:* Product-Led Growth (PLG) allows users to discover, engage, and convert independently, making it ideal for scalable, low-touch products.* Account-Based Marketing (ABM) focuses on personalized, relationship-driven campaigns targeting high-value accounts with longer sales cycles.* Combining PLG and ABM enables companies to scale quickly while nurturing key accounts for larger, more complex deals.* AI-driven ABM helps by automating account identification, personalized outreach, and real-time adjustments, ensuring efficiency without losing personalization.* PLG is best for user-driven, self-service models, while ABM works for complex, high-ticket sales involving multiple decision-makers.Available on Apple, Spotify, Castbox, Google and YouTube.PLG vs. ABM: Key Differences and DefinitionsProduct-Led Growth (PLG) revolves around the idea that the product itself drives acquisition and conversion. Users explore the product independently, find value, and ultimately make a buying decision. This approach is ideal for companies where a smooth user experience leads to natural adoption, like Canva or Dropbox.In contrast, Account-Based Marketing (ABM) targets high-value accounts through personalized campaigns that focus on building long-term relationships. This strategy works best for companies with complex products or large deal sizes, where engaging key decision-makers is crucial.The key takeaway: PLG works well for user-driven, lower-touch products, while ABM is better suited for larger, more complex deals where personalization and relationship-building are essential.Should You Combine PLG and ABM?The takeaway here is clear: PLG helps you scale quickly with minimal overhead, while ABM allows you to focus on larger, more complex deals. The trick is knowing when to apply each strategy—or a combination of both—for maximum impact.Challenges in Choosing PLG or ABMEach approach presents unique challenges that companies need to consider:* PLG Challenges:* Requires a seamless product experience that allows users to discover, engage, and convert without human interaction.* Demands continuous investment in self-service features, onboarding, and product improvements to retain users and drive conversions.* Can struggle to convert free users to paying customers, especially for more complex products.* ABM Challenges:* Resource-intensive, involving personalized outreach, long sales cycles, and collaboration between marketing, sales, and customer success teams.* Needs a clearly defined and highly-targeted account list, requiring significant research and refinement.* Longer time-to-close compared to PLG, making it harder to scale rapidly.* Combining PLG and ABM:* Balancing the efficiency of PLG with the personalization of ABM requires coordination across teams.* Requires careful timing to know when to switch from PLG-driven growth to ABM-focused nurturing.* Can be resource-heavy if not managed effectively, especially for smaller teams.By weighing these challenges, companies can decide which strategy—or combination—is best suited to their growth stage and goals.When PLG Works BestPLG shines in situations where users can easily adopt and explore the product without much intervention. Companies offering intuitive tools that provide immediate user value—such as developer tools, SaaS platforms with freemium models, or products targeting tech-savvy customers—often find success with this model.* Low-touch products: PLG works well for software that doesn't require complex onboarding or customer support. Users can dive in and experience the value independently.* Developer-focused tools: Developers prefer hands-on product testing. PLG enables them to explore and adopt solutions without the pressure of a sales team.* Freemium and self-service models: Products that offer free versions or trials can benefit from PLG by letting users test before committing.However, for larger deals or more complex products, PLG might only be part of the journey, requiring a more targeted approach as deals progress.When ABM Is the Right StrategyABM is particularly effective for companies targeting high-value accounts with longer, more complex sales cycles. In these situations, a highly personalized approach is crucial to build strong relationships with decision-makers across multiple stakeholders.* Complex products: When the product requires more explanation or customization, ABM ensures the right people understand the value and are engaged throughout the buying process.* High-ticket deals: ABM is the go-to strategy for landing larger contracts, where the decision-making process involves multiple teams and stakeholders.* Nurturing relationships: With ABM, personalized communication and targeted campaigns are key to building trust and ensuring long-term success.By focusing on a select number of high-value accounts, ABM enables companies to maximize their resources and tailor their approach for each potential client.The Role of AI in ABMSmarter Account IdentificationAI helps narrow down the highest potential accounts by analyzing extensive data. It looks for buying signals, industry trends, and behavior patterns to ensure your team focuses on the right targets.Personalized Outreach at ScaleUsing AI-driven insights, companies can send highly personalized messages that resonate with each account's unique needs and challenges. AI helps craft communication that feels personal while reaching more accounts than traditional methods.Real-Time AdjustmentsAI continuously learns from customer interactions, enabling teams to adjust targeting and messaging strategies dynamically. This helps companies stay ahead of market shifts and evolving customer priorities.Increased EfficiencyBy automating much of the research and messaging process, AI allows marketing and sales teams to handle a larger volume of accounts without sacrificing quality. This leads to greater efficiency and better results.By the way, we’ll be discussing how PLG and Sales can work together at our upcoming webinar on September 24th at 10 am PST. Would you like to join us? This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit resources.thrivestack.ai

tl;dr:* B2B buyers are increasingly self-directed, with 77% completing their journey before contacting a vendor.* The role of marketing has expanded to include product education and close collaboration with product development and customer success teams.* Product-Led Growth (PLG) shifts focus to the product as the main driver of customer acquisition and revenue generation.* Product Qualified Leads (PQLs) are now more valuable than traditional Marketing Qualified Leads (MQLs).* The marketing tech stack now includes tools like product usage analytics and AI-powered personalization.* Customer success teams play a critical role in onboarding, retention, and turning users into advocates.* The future of marketing lies in blending revenue accountability with customer-focused strategies that prioritize value.The Changing B2B Sales EnvironmentB2B buyers are increasingly informed and self-directed. Instead of relying on sales teams, they now prefer to research and evaluate products independently, often through free trials or freemium models. By the time they engage with sales, buyers have already gathered the necessary information, making it crucial for marketing to provide valuable product insights early in their journey.With 77% of buyers completing most of their journey before contacting a vendor, marketing’s role has shifted. It’s no longer about generating leads but about empowering customers with value-driven content that enables informed decisions.Key Takeaways:* Buyers are more self-sufficient, relying on self-service research.* Marketing must deliver informative, value-focused content early in the buyer’s journey.* Product-Led Growth (PLG) supports this shift, offering buyers the independence they seek.The Evolving Role of the Marketing TeamIn the Product-Led Growth (PLG) era, marketing teams have transitioned from simply driving awareness to becoming strategic partners in customer acquisition and retention. Marketing is no longer just about generating leads; it now focuses on the product itself as a primary tool for attracting and retaining customers.Marketers are expected to work closely with product development and customer success teams, understanding the product inside and out. This shift emphasizes product-qualified leads (PQLs)—users who engage directly with the product—as a more accurate measure of intent compared to traditional marketing-qualified leads (MQLs).Marketing now plays a critical role in driving product adoption and revenue growth, serving as the bridge between the product and the customer.Rethinking the Marketing Tech StackAs Product-Led Growth (PLG) reshapes marketing, traditional tech stacks focused on CRM systems and email marketing are no longer sufficient. To thrive in a PLG world, marketing teams need to adopt tools that provide real-time user engagement insights and product usage analytics.Here are the essential tools for modern marketing teams:* Product Usage Analytics: Track how users engage with the product to identify popular features and optimize both marketing and product strategies.* Event Tracking: Capture user actions—like signing up for a trial or upgrading to a paid plan—and segment users for targeted campaigns.* Customer Data Platforms (CDPs): Unify data from various touchpoints to create a 360-degree view of each user, enabling personalized messaging and experiences.* AI and Predictive Analytics: Use AI-driven tools to automate tasks and predict customer behavior, ensuring personalized experiences at scale and anticipating customer needs.By upgrading to these technologies, marketing teams can deliver more targeted campaigns, enhance self-serve experiences, and support product adoption with data-driven insights.Product-Led Growth and Its Impact on RevenueIn a Product-Led Growth (PLG) strategy, the product itself drives customer acquisition and revenue generation. This shift fundamentally changes how marketing and sales teams operate, making the entire process more customer-centric and measurable.Here’s how PLG impacts revenue:* Shift from MQLs to PQLs:The focus is no longer on Marketing Qualified Leads (MQLs) but on Product Qualified Leads (PQLs)—users who have actively engaged with the product. This provides a clearer signal of purchase intent.* Revenue Accountability for Marketing:Marketing is now directly accountable for driving product adoption and revenue growth. It's no longer just about generating leads; it's about ensuring users successfully engage with the product and convert.* Blurring of Sales and Marketing Roles:With the product driving acquisition, the traditional boundaries between sales and marketing are fading. Sales teams now step in later in the customer journey, focusing on helping users who have already engaged with the product.* Accelerated Customer Acquisition:With freemium models and free trials, PLG lowers the barrier to entry, speeding up the customer acquisition process and shortening the sales cycle.By making the product the centrepiece of the buyer's journey, PLG creates a more user-centric approach and shifts revenue responsibility across multiple teams.Customer Success and Its Role in PLGIn the PLG framework, customer success teams play a vital role in ensuring product adoption and long-term user engagement. As customers rely more on the product for self-service, post-sale support becomes crucial for retaining users and driving product advocacy.Key Points:* Onboarding and Education: Customer success teams help users get the most value from the product, providing resources and guidance to ensure smooth onboarding.* Driving Referrals and Advocacy: By focusing on customer satisfaction, these teams turn users into advocates, creating opportunities for referrals and renewals.* Customer Feedback: Success teams serve as the bridge between the user and product development, relaying feedback to ensure continuous product improvements.By making the product the focal point of the buyer's journey, Product-Led Growth redefines how revenue is generated, shifting the responsibility across teams and leading to a more user-centric approach.Personalization and the Role of AI in PLGIn the Product-Led Growth (PLG) model, personalization is essential for driving user engagement. AI-powered tools allow marketing teams to tailor content, product experiences, and outreach based on individual user behavior, automating these interactions at scale.As highlighted during the webinar, personalization is no longer optional—it’s expected. AI-driven features like chatbots, automated emails, and real-time notifications help guide users through their product journey, making the self-serve experience more seamless and efficient.By leveraging AI, companies can create customized experiences for users, meeting their specific needs and scaling customer acquisition and retention efforts.Final ThoughtAs Product-Led Growth continues to reshape how businesses engage with customers, one question remains:Is your company ready to let your product take the lead in driving growth? This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit resources.thrivestack.ai

Today, we're exploring email automation's role in customer journeys with Jane Portman, co-founder of Userlist. Jane, also the host of UI Breakfast and Better Done Than Perfect, shared her expertise on using email automation to boost onboarding, engagement, and nurturing. Whether you're a startup or an established business, this episode is packed with actionable insights.Listen now on Apple, Spotify, Castbox, Google and YouTube.Jane's Journey and Userlist's Evolution* Early Ventures: Jane’s past startup experiences laid the foundation for Userlist, which she co-founded in 2017.* Product Evolution: Userlist was launched as a customer messaging platform in 2019. It pivoted into a comprehensive email marketing tool based on user demand for better onboarding, engagement, and nurturing solutions.Key Insights* Listen to Customers: The evolution of Userlist was driven by user feedback and the need to address broader market demands.* Adaptability: Success often requires pivoting your product to better align with customer needs.* Community Support: The Product Hunt launch was crucial in validating the product and building a loyal user base.Understanding Email Automation for Customer Journeys1. The Role of Email Automation* Definition: Email automation streamlines customer communication, ensuring timely and relevant interactions.* Purpose: Enhances customer onboarding, engagement, and nurturing by automating key touchpoints throughout the customer lifecycle.2. Types of Emails* Marketing Emails: Focus on promotional content and campaigns aimed at acquiring new customers.* Transactional Emails: Triggered by customer actions (e.g., purchase confirmations) and crucial for delivering essential information.* Customer Lifecycle Emails: Designed to support users through various stages, from onboarding to retention.3. Drip vs. Nurture Campaigns* Drip Campaigns: A series of automated emails sent on a schedule to educate or inform the user.* Nurture Campaigns: Tailored email series aimed at guiding users through specific journeys, such as onboarding or re-engagement, based on their behavior and needs.Key Takeaways* Automation Efficiency: Email automation reduces manual effort, allowing businesses to focus on strategy rather than execution.* Personalization: Effective automation requires personalized content to resonate with users at different stages of their journey.* Impact: When done right, email automation can significantly reduce dropouts and increase customer engagement.Essential Information in EmailsStart with Clarity:* Emails should begin with a clear and relevant message that speaks directly to the user's current needs or actions. Avoid jargon and focus on what matters to the user right now.Guide with Action:* Include specific, actionable steps that guide the user towards the next phase of their journey. Whether it’s a link, a prompt to explore a feature, or a purchase, make it obvious and easy to follow.Design for Impact:* Structure your emails with concise messaging and strategic use of visuals. Keep the text short and impactful, and use images or infographics sparingly to support your message without clutter.Personalize and Customize:* Segment your audience to tailor content based on behavior and preferences. Use dynamic content to personalize each email, making it feel like a one-on-one conversation rather than a mass message.Call to Action:* Conclude with a strong, clear CTA that encourages the desired response, be it clicking a link, replying to the email, or making a decision.By following these steps, your emails will not only engage but also retain customers, ensuring they remain connected and active within your product.Insights for Early-Stage Companies"For early-stage companies, the key is to stay focused on solving a specific problem exceptionally well, rather than trying to be everything to everyone."* Focus on Your Core:* Early-stage companies should prioritize perfecting their primary product or service. This focus ensures they solve a specific problem exceptionally well, creating a strong foundation for growth.* Lean and Adaptable:* Startups thrive by being agile. Adapting quickly to user feedback allows for continuous improvement and keeps the product aligned with market needs.* Build Strong Relationships:* Early relationships with users are crucial. Engaging closely with your initial customers not only helps refine the product but also builds a loyal user base that can advocate for your brand.Actionable Advice:* Stay Focused: Resist the urge to expand too quickly; concentrate on doing one thing better than anyone else.* Listen and Learn: Use customer feedback as a tool for continuous product improvement.* Invest in Relationships: Foster early connections with users to build a community that supports and grows with your brand.Key Timestamps(00:00) Introduction to the episode and guest, Jane Portman(02:30) The importance of staying focused for early-stage companies(08:15) The role of customer segmentation in email marketing(14:20) Key strategies for building customer relationships(20:05) How to use email automation effectively(25:45) Insights on drip vs. nurture campaigns(30:10) The essential elements of a powerful email(35:25) Jane's advice on maintaining agility in startups(38:15) Concluding thoughts and actionable advice for early-stage companies(39:50) Closing remarksLinks mentioned in the podcast* https://userlist.com/blog/marketing-lifecycle-transactional-email/* https://userlist.com/blog/atomic-emails/* The overarching guide on SaaS email:  https://userlist.com/blog/saas-email-marketing-strategies/Where to Find the Guest:LinkedIn: Jane PortmanWhere to Find the Host:LinkedIn: Gururaj Pandurangi This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit resources.thrivestack.ai

In today's episode, we're exploring the world of B2B SaaS growth for 2024. Our guest is none other than Neil Patel, the co-founder of NP Digital and a legend in the digital marketing space. Neil brings a wealth of knowledge and practical insights that will be invaluable for early-stage startups looking to navigate the competitive landscape. Get ready for some actionable advice and strategies to help your startup thrive in the coming year. Let's jump right in!Listen now on Apple, Spotify, Castbox, Google and YouTube.Current Trends in B2B SaaS MarketingThe B2B SaaS market is more competitive than ever, with numerous startups vying for attention and market share. The economy, regardless of being labeled a recession, has impacted marketing and growth, making it essential for companies to adapt their strategies. AI, while offering new tools and efficiencies, has also increased competition by lowering the barriers to entry for new startups.Traditional marketing playbooks are no longer as effective, and startups need to innovate to stand out. Conversion rates have declined, and growth has slowed for many. The discussion emphasizes the importance of understanding the current market dynamics and adjusting strategies accordingly. By recognizing these trends and challenges, startups can better navigate the complex landscape and find new growth opportunities.Effective Marketing StrategiesOffering free products rather than freemium models is highlighted as a key strategy. Giving away a product for free can often be more cost-effective than heavy advertising expenditure.Key approaches include:* Utilizing SEO and creating educational content to attract organic traffic.* Participating in communities like Quora and Reddit to engage directly with potential customers.* Securing reviews on platforms like G2 to build credibility and drive sign-ups.* Testing paid ads on a small scale to identify profitable opportunities.A multi-channel approach is essential, leveraging various platforms and methods to reach a broader audience without relying solely on traditional advertising.Omni-Channel MarketingOmni-channel marketing is emphasized as a critical strategy for early-stage startups. Many startups mistakenly believe that each platform requires entirely different content. However, repurposing content across multiple channels can be highly effective.Key insights include:* Creating content that can be adapted for different platforms like YouTube, TikTok, and Twitter.* Understanding that something is better than nothing; even if the content isn't perfectly tailored for each platform, it’s still beneficial to have a presence.* Recognizing the time and budget constraints of startups, and using those limitations to drive creative, efficient marketing efforts.The discussion underscores the importance of maintaining a consistent presence across multiple platforms to maximize reach and engagement.Partner-Led GrowthPartner-led growth is highlighted as a powerful strategy for early-stage startups. Building alliances with other companies and leveraging their customer bases can drive significant growth.Key points include:* Partner-led sales can often be more effective than direct sales, especially for startups with limited resources.* Forming partnerships with larger companies or platforms can provide access to a broader audience and enhance credibility.* Strategic alliances with companies like Microsoft, Deloitte, and others can lead to valuable opportunities and customer acquisition channels.* Startups should focus on building relationships with potential partners and identifying mutually beneficial collaborations.The importance of thinking beyond traditional sales and marketing approaches to include partnerships and alliances as a core growth strategy is emphasized.Lessons from Gururaj and Neil’s Journeys* Value of Experience: Neil emphasizes the benefits of gaining experience in the corporate world before starting a company. Working for established companies can provide crucial learning opportunities and financial stability, which can be advantageous when starting a business later on.* Partner-Led Growth: Gururaj shares how partnerships with larger companies like Microsoft and Deloitte can drive significant growth. Leveraging these relationships can provide access to broader customer bases and enhance credibility.* Strategic Adaptability: Both discuss the importance of being adaptable and open to changing strategies based on the business environment. This includes transitioning from partner-led to sales-led growth post-acquisition.* Focus on Results: Neil and Gururaj stress the importance of focusing on producing tangible results rather than getting caught up in titles or external validation. Success is measured by the impact and outcomes achieved.* Balancing Passion with Practicality: Balancing personal passion with practical business decisions is crucial. Staying passionate about the work while making pragmatic choices ensures long-term sustainability and growth.Conclusion* B2B SaaS Market: The market is highly competitive, requiring innovative approaches to stand out.* Effective Marketing Strategies: Offering free products can often be more cost-effective than traditional advertising. Utilizing SEO, community participation, and securing reviews are essential.* Omni-Channel Marketing: Repurposing content across multiple platforms helps maximize reach and engagement.* Partner-Led Growth: Strategic partnerships can drive significant growth and customer acquisition.* Insights from Gururaj and Neil: Valuable lessons include the importance of gaining experience, focusing on results, being adaptable, and balancing passion with practicality.By adapting to current trends and leveraging these strategies, startups can better position themselves for growth and success in 2024. Remember to stay agile, innovative, and focused on the right opportunities.Key Timestamps(00:00) Introduction to the episode and guest(01:21) Overview of the B2B SaaS market and its competitive nature(03:20) Impact of the economy and AI on marketing strategies(06:12) Challenges with traditional marketing playbooks and current conversion rates(10:45) Effective marketing strategies for early-stage startups(15:50) Importance of free products vs. freemium models(18:30) Multi-channel marketing and repurposing content(22:05) Partner-led growth and strategic alliances(24:50) Lessons from Gururaj and Neil’s journeys(26:00) Conclusion and key takeawaysWhere to Find the Guest:LinkedIn: Neil PatelWhere to Find the Host:LinkedIn: Gururaj Pandurangi This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit resources.thrivestack.ai

In this episode, we explore the intricate relationship between building a community and developing a product, focusing on advice tailored for early-stage startups. We are thrilled to have Ben Lang, a renowned figure in community leadership and a seasoned entrepreneur, as our guest today.Ben brings a wealth of experience from his time at Notion, where he played a pivotal role in community building. Beyond his work at Notion, Ben has ventured into angel investing and continues to foster communities in various capacities. His journey offers invaluable insights for startups aiming to balance product development with community growth.Listen now on Apple, Spotify, Castbox, Google and YouTube.Defining Community and Its ImportanceA thriving community is more than just a group of users; it's a collective of individuals bound by shared values and interests. For startups, understanding this fundamental concept is crucial. A strong community can serve multiple purposes, from driving user acquisition and retention to providing valuable product feedback and support.Ben Lang emphasizes that the essence of a community lies in the common ground its members share. Whether it's a passion for a product, a mutual goal, or shared experiences, these connections form the foundation of a successful community. For companies, especially those in the early stages, leveraging these shared values can create a powerful support network that fosters growth and innovation.Early-Stage Community BuildingBuilding a community before having a fully developed product can be a daunting task. For early-stage startups, the journey often begins with joining and learning from existing communities.* Learning from Existing Communities: Startups can benefit greatly by engaging with existing communities to gain insights and conduct market research. For example, Notion initially struggled to build a community and took a two-year hiatus to rebuild their product from the ground up, returning to launch on Product Hunt with a renewed focus.* Defining the Community's Purpose: A community is more than just a user base; it's a network of individuals with shared values and interests. For Notion, the community was driven by users who wanted to monetize their templates and share their learnings. This shared purpose helped build a robust ecosystem that supported and promoted the product.* Achieving Product-Market Fit: It's essential to have some semblance of product-market fit before attempting to build a community. Without a product that people find valuable, creating a sustainable community is challenging. Startups should focus on developing a product that meets a genuine need and then leverage that product to foster community growth.By following these steps, startups can lay a solid foundation for a thriving community even before their product is fully developed.Strategies for Building a CommunityDeveloping a successful community around a product involves strategic planning and execution. Ben Lang outlines a step-by-step process that can help startups create and sustain a vibrant community:Step 1: Leverage Existing Platforms* Utilize platforms where your potential users already congregate.* Engage with these communities to gather feedback and spread the word about your product.Step 2: Create Value for Members* Offer exclusive content, early access to new features, or opportunities to influence product development.* Example: Notion created a template gallery, allowing users to share and discover useful templates, adding significant value to their community.Step 3: Encourage Organic Growth* Foster genuine interactions and connections to allow the community to grow organically.* Avoid forcing or overly structuring the community, as this can disengage members.Step 4: Differentiate Between B2B and B2C Communities* Understand that building communities for B2B products can be different from B2C products.* Example: Salesforce’s Trailblazers program focuses on professional development and product training for their B2B community.Step 5: Secure Support from Leadership* Ensure buy-in from the leadership team to view community building as a long-term investment rather than a short-term marketing tactic.Step 6: Allocate Resources* While community building doesn't necessarily require a massive budget, dedicating resources—both in terms of personnel and finances—can significantly impact the success of your community efforts.Practical Advice and FrameworksPractical AdviceHere are some key pieces of advice from Ben Lang:* Establish Long-Term Vision: Define the long-term goals of your community, whether it's for user acquisition, support, or product feedback.* Start Small and Scale Gradually: Begin with small, manageable initiatives to test and learn what works best, and scale successful strategies gradually.* Foster Authentic Interactions: Encourage genuine interactions and avoid overly commercial approaches to build trust within the community.* Measure Impact Regularly: Track the impact of your community-building efforts using metrics such as engagement rates, user growth, or support ticket deflection.* Be Resource-Efficient: Focus on high-impact, low-cost initiatives like online meetups, social media engagement, and user-generated content.* Adapt and Iterate: Continuously adapt and refine your strategies based on feedback and changing needs.Framework for Community BuildingA structured framework can guide startups through the process of building a community effectively. Here’s a simplified framework:* Goal Setting:* Identify the primary objectives of your community (e.g., customer support, brand loyalty, user acquisition).* Set measurable goals to track progress and success.* Audience Identification:* Define your target audience and understand their needs and interests.* Conduct market research to identify potential community members and influencers.* Platform Selection:* Choose the appropriate platforms for community engagement (e.g., social media, forums, email newsletters).* Ensure the platforms align with your audience’s preferences and behaviors.* Content Strategy:* Develop a content strategy that provides value to community members (e.g., tutorials, user stories, exclusive insights).* Schedule regular content updates to keep the community engaged.* Engagement Tactics:* Implement tactics to encourage participation and interaction (e.g., Q&A sessions, contests, user-generated content).* Recognize and reward active community members to foster loyalty.* Resource Allocation:* Allocate dedicated resources, including personnel and budget, to support community-building activities.* Ensure there is ongoing support and commitment from the leadership team.* Monitoring and Evaluation:* Regularly monitor community activities and engagement levels.* Use analytics and feedback to evaluate the effectiveness of your strategies and make necessary adjustments.* Scaling and Expansion:* Once the community is established and stable, explore opportunities for growth and expansion.* Introduce new initiatives and collaborations to keep the community dynamic and evolving.Challenges and PitfallsBuilding a community is a rewarding but challenging endeavor. Ben Lang highlights several common challenges and pitfalls that startups should be aware of:* Lack of Authenticity: Forced or overly commercial interactions can disengage community members. Authenticity is key to building trust and fostering genuine connections.* Insufficient Product-Market Fit: Without a product that people find valuable, it is difficult to sustain a community. Ensure that there is some semblance of product-market fit before investing heavily in community building.* Inconsistent Engagement: Regular engagement is crucial. Inconsistent or sporadic interactions can lead to a drop in community interest and activity.* Over-Reliance on a Few Members: Relying too heavily on a few active members can create an imbalance. Encourage broader participation to create a more resilient community.* Resource Constraints: Community building can be resource-intensive. Ensure that there are dedicated resources, including personnel and budget, to support ongoing community efforts.* Unclear Goals: Without clear goals and objectives, community-building efforts can become unfocused. Define and regularly reassess the goals of your community.ConclusionBuilding a community around a product involves strategic planning, continuous engagement, and understanding the audience’s needs and interests. Key takeaways include leveraging existing platforms, creating value for members, fostering organic growth, differentiating strategies for B2B and B2C communities, securing leadership support, allocating resources, and regularly monitoring and evaluating efforts.By focusing on these principles and avoiding pitfalls such as lack of authenticity and unclear goals, startups can build a resilient and engaged community that supports long-term growth and success.Key Timestamps(00:00) Introduction to the episode and guest, Ben Lang(01:21) Defining community and its importance(03:45) Early-stage community building: challenges and strategies(06:12) Notion's journey and market research(08:00) Key strategies for building a community(10:45) Differences between B2B and B2C communities(12:30) Practical advice for startups on community building(15:50) Framework for effective community building(18:10) Common challenges and pitfalls in community building(21:05) Importance of authenticity and consistent engagement(23:30) Conclusion: Key takeaways and final advice from Ben LangWhere to Find the Guest:LinkedIn: Ben LangWhere to Find the Host:LinkedIn: Gururaj Pandurangi This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit resources.thrivestack.ai

In this episode, we explore the ongoing Product-Led Growth (PLG) journey of Superhuman. Gaurav Vohra, who has held multiple leadership roles at Superhuman, shares insights on their strategies, challenges, and successes in building one of the fastest email experiences on the market. Listen now on Apple, Spotify, Castbox, Google and YouTube.Phase One: Getting to Product-Market Fit* Focus: Achieving product-market fit.* Strategy: Founder-led approach leveraging personal networks to reach ideal customer profiles.* Challenges:* Maintaining high product standards for high-expectation customers like VCs and tech founders.* Extensive R&D and continuous improvements for reliability and robustness.* Feedback Management:* Close communication with early users.* Balancing input from high-expectation customers and experimental users.* Iterative development and product refinement.* Measuring Product-Market Fit:* User feedback on how disappointed they would be if Superhuman were no longer available.* Achieving a 40% threshold of users who would be very disappointed indicated a strong product-market fit.Phase Two: Building the Go-to-Market Team* Transition: From founder-led acquisition to building a dedicated Go-to-Market (GTM) team.* Key Hires:* Support: Establishing a robust customer support team to handle queries and issues.* Onboarding: Creating an onboarding team to help new users get started with the product.* Pre-Sales: Implementing a pre-sales or business development role to generate and qualify leads.* Marketing: Building a marketing team to drive brand awareness and user acquisition.* Importance of Charging Early:* Implementing a paid version early to ensure the product’s value is recognized.* Quality of feedback improved significantly once users started paying.* Ensured the product was worth the $30/month price point.* Challenges:* Balancing hiring and training new team members while maintaining high service quality.* Creating and refining processes to transfer knowledge and responsibilities from founders to new hires.* Results:* Successful establishment of fundamental GTM functions.* Transition from initial user acquisition to scalable growth operations.* Continued iteration and improvement based on user feedback.Phase Three: Scaling* Objective: Scaling the go-to-market operations to support growing demand.* Drawing Down the Waitlist:* Addressing the large waitlist, which peaked at around 500,000 users.* Strategically managing user onboarding to match product readiness and support capacity.* Team Expansion and Efficiency:* Scaling support, onboarding, marketing, and other functions to handle increased user volume.* Implementing tools and processes to enhance team efficiency and customer experience.* Introduction of AI:* Integrating AI features into Superhuman to enhance productivity and user experience.* AI functionalities include email summarization, writing assistance, and autocorrection.* Focus on Teams:* Shifting from a B2C to a B2B focus, emphasizing team collaboration features.* Messaging and marketing efforts highlighting Superhuman as a tool for entire teams.* Operational Improvements:* Streamlining processes to support higher customer volumes.* Ensuring robust systems for feedback collection and iterative development.* Results:* More stable and feature-complete product offering.* Increased capacity to support a larger user base with high-quality service.* Continued growth and expansion driven by efficient go-to-market operations.Insights and Lessons LearnedBuilding in public was a crucial strategy for Superhuman. By being active on social media and responsive to customer feedback, the team fostered a strong community and built trust with their users. This transparency helped maintain excitement and engagement throughout their growth journey.Maintaining a high-quality product while scaling was another significant lesson. Superhuman set high standards from the beginning, ensuring that their product was reliable and robust. This focus on quality helped retain users and build a loyal customer base.Customer engagement and feedback loops played a vital role in the iterative development process. By staying closely connected with users, Superhuman was able to continuously refine their product and address user needs effectively. This ongoing dialogue was key to their success.The introduction of AI features demonstrated the importance of innovation in staying ahead of the competition. By integrating advanced functionalities that enhanced productivity, Superhuman provided additional value to their users and reinforced their market position.Finally, the shift from a B2C to a B2B focus underscored the importance of adapting to changing market needs. By evolving their product to support team collaboration, Superhuman was able to tap into new growth opportunities and expand their user base.Key Timestamps:[00:00] Introduction to the episode and topic overview [00:45] Guest introduction: Gaurav Vora from Superhuman [03:16] Early days of Superhuman [05:37] Achieving product-market fit [07:10] Challenges faced during the initial phase [09:55] Leveraging personal networks for early user acquisition [12:19] Gathering feedback and iterative development [13:11] Measuring product-market fit [15:05] Transition to building the go-to-market team [17:03] Key hires: support, onboarding, pre-sales, and marketing [19:13] Importance of charging early and quality feedback [20:36] Balancing hiring and training [22:22] Establishing fundamental GTM functions [24:29] Scaling go-to-market operations [26:32] Managing the large waitlist [28:06] Team expansion and efficiency improvements [29:12] Closing remarksWhere to Find the Guest:LinkedIn: Gaurav VohraWhere to Find the Host:LinkedIn: Gururaj Pandurangi This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit resources.thrivestack.ai

In this episode, our guest, Dave Boyce, Chairman at Winning by Design and Board Member at Forrester, shares his insights on the rising Customer Acquisition Costs (CAC) and the decline in Net Revenue Retention (NRR). Dave discusses why traditional GTM strategies are faltering and how Product-Led Growth (PLG) might offer a solution.Listen now on Apple, Spotify, Castbox, Google and YouTube.ContextGrowth rates are dropping, yet Sales & Marketing (S&M) budgets are increasing rapidly.According to Dave Boyce's recent article, over the past two years, the Customer Acquisition Cost (CAC) for Net New Revenue has increased from 150% to 264%, while Net Revenue Retention (NRR) has fallen from 123% to 113%. For instance, ZoomInfo's CAC payback period has jumped to 138 months. This raises the question: Is the influx of Venture Capital money driving a "Growth-At-All-Costs" mentality in SaaS companies, leading them to spend massively on S&M?Reasons for High CACWhy has the Customer Acquisition Cost (CAC) for Net New Revenue risen so dramatically to 2.64 times the revenue? Several factors contribute to this high spend:* Team Costs: The combined expenses of Account Executives (AEs), Sales Development Representatives (SDRs), Sales Engineers (SEs), SE Managers, Customer Success Managers (CSMs), and Marketing teams. Each role adds layers of cost, from salaries to commissions and bonuses.* Sales and Marketing Software: Significant investments in software and tools for customer relationship management (CRM), lead generation, marketing automation, and analytics. These tools, while essential, add substantial costs to the S&M budget.* Operational Overheads: Managing and coordinating large teams and software tools incurs additional costs, including training, management salaries, and administrative support.* Advertising and Promotions: High spending on advertising, promotions, and content creation to attract new customers. This includes online ads, event sponsorships, and various marketing campaigns.* Inefficient Processes: Often, the lack of efficient processes and alignment between sales and marketing leads to wasted resources and higher costs.Understanding these components is crucial for addressing inefficiencies and finding ways to reduce the overall CAC.Product-Led Growth (PLG) as a SolutionCan Product-Led Growth (PLG) fix the rising Customer Acquisition Costs (CAC) for Net New Revenue? * Core Principles of PLG: PLG focuses on leveraging the product itself as the main vehicle for acquiring, activating, and retaining customers. This approach shifts the emphasis from heavy sales and marketing spending to creating a product that effectively sells itself.* Cost Efficiency: By enabling customers to experience value through free trials or freemium models, PLG can reduce the need for large sales teams and extensive marketing campaigns. This can lead to a significant decrease in CAC.* Freemium Models: Offering a free version of the product with the option to upgrade to a paid version allows users to see the product’s value firsthand before committing financially. Dave highlights the success of freemium models in driving user acquisition and retention.* Self-Service: PLG emphasizes self-service as a way to reduce onboarding and support costs. By designing products that are easy to use and require minimal customer support, companies can lower operational expenses. This not only cuts down on the need for extensive support teams but also enhances the customer experience by providing immediate solutions.Alternative Strategies to Reduce CACWhile Product-Led Growth (PLG) offers a promising solution, other strategies can also help reduce Customer Acquisition Costs (CAC). Dave Boyce provides insights into several effective approaches:* Boosting Efficiency: Companies can optimize their sales and marketing operations to minimize waste. This involves refining marketing campaigns to target more precisely, improving the efficiency of sales funnels, and automating routine tasks to save time and resources.* Cost-Cutting Measures: Strategic cost reductions can also help manage CAC. This might involve scaling back on research and development expenses, reducing the size of sales teams, or streamlining customer support operations.* Focus on Unit Economics: Rather than pursuing large, high-cost deals (whale-hunting), companies can focus on achieving healthy unit economics. This involves ensuring that the cost to acquire a customer is sustainably lower than the revenue generated from that customer over time.* Leveraging Data and Analytics: By using data and analytics to inform decision-making, companies can better understand customer behavior, optimize pricing strategies, and identify the most cost-effective acquisition channels.* Innovative Marketing Tactics: Experimenting with new marketing tactics, such as content marketing, influencer partnerships, and community-building initiatives, can help attract customers at a lower cost compared to traditional advertising.These strategies, when combined with PLG principles, can significantly lower CAC and drive more sustainable growth.ClosingWe discussed rising CAC and declining NRR in SaaS with Dave Boyce. Key points:* Traditional GTM strategies are becoming less effective.* Product-Led Growth (PLG) can help reduce CAC.* Other strategies include boosting efficiency, cutting costs, and leveraging data.Join our webinar on July 17th, 10 am PST for actionable solutions.Key timestamps:(00:00) Introduction(00:14) Welcoming Dave Boyce(01:00) Setting the Scene: Challenges Faced by Founders(02:15) Introduction to Today's Topic: Has SaaS Lost Go-To-Market Fit?(03:30) Dave's Background and Insights on SaaS Growth Challenges(04:47) Discussion on Growth-At-All-Costs Mentality(06:50) Impact of Venture Capital on SaaS Growth Strategies(09:02) Analyzing the Rise in Customer Acquisition Costs (CAC)(12:00) Why Traditional GTM Strategies Are Failing(14:07) Product-Led Growth (PLG) as a Solution(16:10) Core Principles of PLG(18:10) How PLG Can Reduce CAC(19:55) Real-World Examples and Insights from Dave's Substack and Book(20:45) Other Strategies to Reduce CAC(21:30) Efficiency Improvements and Cost-Cutting Measures(21:47) Closing Remarks Where to Find the Guest:LinkedIn: Dave BoyceWhere to Find the Host:LinkedIn: Gururaj Pandurangi This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit resources.thrivestack.ai

In this episode, we explore the intricacies of Amplitude's growth engineering journey with Kelson, the Head of Growth Engineering. We examine the evolution of the growth engineering team, the challenges they faced, and the key strategies they implemented to drive Amplitude's success. Kelson also shares insights into the Amplitude Plus plan and offers valuable advice for aspiring growth engineers and product managers.Listen now on Apple, Spotify, Castbox, Google and YouTube.Early Days at AmplitudeKelson's Initial Role and Responsibilities: When Kelson first joined Amplitude, he took on the role of building and leading the growth engineering team. His initial responsibilities included developing the growth engineering infrastructure, identifying key growth opportunities, and working closely with other departments to ensure alignment on growth strategies.State of Amplitude's Growth Engineering Team upon Arrival: At the time of Kelson's arrival, Amplitude's growth engineering team was in its nascent stages. The team faced several challenges, including limited resources, a lack of established processes, and the need to quickly scale to support the company's ambitious growth targets.Early Challenges and Milestones: Kelson's early days were marked by significant challenges, such as establishing a robust growth engineering framework, integrating new tools and technologies, and building a cohesive team culture. Despite these hurdles, the team achieved key milestones, including the successful launch of early growth experiments, improved user onboarding processes, and the development of a scalable growth infrastructure.Evolution of Growth Engineering at AmplitudeDevelopment and Expansion of the Team:* Initial Team Composition: Started with only three engineers and intermittent support from product managers and designers.* Current Team Structure: Has grown to include 10 engineers, three product managers, and two designers.Key Projects and Strategic Shifts:* Initial Focus: Early on, the team tackled core product features and foundational growth experiments.* Strategic Evolution: Transitioned to more structured growth strategies, focusing on scalability and user acquisition.Transition from Initial Efforts to Structured Strategies:* Early Efforts: Involved ad-hoc projects and experimentation without a clear long-term strategy.* Structured Approach: Developed a clear roadmap with defined goals, such as enhancing the self-serve experience and optimizing user journeys for better conversion.Self-Serve Strategy and InfrastructureOverview of Amplitude's Self-Serve Model:* Objective: To streamline user onboarding and empower users to independently utilize the platform.* Key Features: Includes features like in-app payments, demo exploration, and simplified onboarding processes.Technical Stack and Infrastructure:* Core Components:* User Registration and Authentication* Multi-tenant Analytics Store* Proprietary In-house Ingestion System* Database Use: Utilizes MySQL for organizational data and a custom-built database for operational analytics.Challenges in Scaling the Self-Serve Infrastructure:* Early Issues: Handling increased data volumes and maintaining system performance.* Solutions Implemented: Upgraded infrastructure to support larger data sets and improved query performance, ensuring a seamless user experience.Key Learnings and InsightsA Journey Through Growth Engineering* Adaptability and Flexibility* Emphasizing the need for flexibility in strategy, Kelson highlights how adapting to market feedback has been crucial. The landscape of technology is ever-changing, and staying agile has enabled Amplitude to remain competitive.* The Power of Diversity* The success of Amplitude's growth engineering can be significantly attributed to its diverse team. With various backgrounds and expertise, the team has excelled in innovation and problem-solving, pushing the boundaries of what is possible.The Future of Growth Engineering* Innovation and Self-Serve Functionality* With a focus on enhancing self-serve features, Amplitude is dedicated to simplifying user interactions and empowering clients. The future involves broadening the product offerings to cater to a more extensive clientele.* Expansion into New Markets* Leveraging a solid foundation in growth engineering, Amplitude plans to penetrate new markets, bringing their robust solutions to a wider audience.Kelson’s Words of WisdomEmbrace the winds of change and commit to lifelong learning. The path of growth engineering is one of continual adaptation and learning. As the field evolves, so should those who practice it, with a mindset geared towards embracing new challenges and solutions.“The most exciting part of growth engineering is the constant evolution. Every day presents a new challenge and a new opportunity to learn. This isn't just a job; it's a journey where each step forward is about finding new ways to make technology work harder for us." - KelsonKey timestamps:(00:00) Introduction(00:35) Welcoming Kelson Warner(02:15) Kelson's Role and Background(03:04) Early Days at Amplitude(06:02) State of Affairs at Amplitude when Kelson Joined(09:02) Initial Challenges and Milestones(12:14) Evolution of Growth Engineering at Amplitude(14:07) Development and Expansion of the Team(16:10) Key Projects and Strategic Shifts(18:52) Self-Serve Strategy and Infrastructure(20:45) Overview of Amplitude's Self-Serve Model(23:10) Technical Stack and Infrastructure(26:12) Challenges in Scaling the Self-Serve Infrastructure(28:19) The Amplitude Plus Plan(30:45) Introduction and Objectives of the Amplitude Plus Plan(33:28) Engineering and Product Challenges(35:10) Impact and OutcomesWhere to Find the Guest:LinkedIn: Kelson WarnerWhere to Find the Host:LinkedIn: Gururaj Pandurangi This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit resources.thrivestack.ai

In this episode, we feature Kate Syuma, a renowned growth advisor and ex-Head of Growth Design at Miro. Kate is a Founder at Growthmates — a platform for learning from industry leaders and an advising practice that guides companies in growing meaningful products by leveraging PLG and enhancing UX quality, together.Join us as we explore the convergence of these key areas with insights from her extensive experience.Listen now on Apple, Spotify, Castbox, Google and YouTube.Connecting PLG Business Thinking with User-Experience (UX) CentricityIntegrating user-centricity into Product-Led Growth (PLG) strategies is essential. Understanding end-to-end user journeys helps identify critical touchpoints and areas that need improvement. It is important to grasp user emotions and apply empathy, as this creates a more engaging and supportive experience. Leveraging key behavioral principles allows for designing experiences that naturally guide users towards desired actions.Connecting problem hypotheses and predictions to solutions ensures that teams focus on real user issues. Establishing clear metrics for success, known as "What Success Looks Like" (WSLL), enables teams to measure the impact of their strategies and make data-driven decisions.Framework for User-Centric PLG* Understanding End-to-End User Journeys: Kate stresses the importance of mapping the entire user journey to identify key touchpoints and potential pain points.* Understanding User Emotions and Being Empathetic: Emphasizing empathy, Kate highlights the need to understand user emotions to create a more engaging and supportive experience.* Leveraging Key Behavioral Principles: By applying behavioral psychology, companies can better predict user actions and design more intuitive experiences.* Connecting Problem Hypotheses and Predictions to Solutions: She discusses the value of formulating hypotheses about user problems and testing predictions to find effective solutions.* Identifying and Measuring "What Success Looks Like" (WSLL): Establishing clear metrics for success ensures that teams can measure the impact of their strategies and make data-driven decisions.Examples of Good Practices in PLG and UXImplementing effective PLG and UX strategies involves learning from successful examples. Kate Syuma shares insights from several companies:MailChimp: Integrates manual setup assistance with self-service onboarding, offering users the option to schedule product tours and demo calls with specialists. This combination helps users navigate complex features more easily.Canva: Uses interactive demo presentations to walk users through various use cases and core features in a safe environment. This approach helps users understand the platform's capabilities early on, fostering engagement and retention.Intercom: Develops an onboarding hub that combines articles, videos, checklists, and demo sessions. This hub allows users to choose the type of onboarding information that best suits their needs, catering to different learning styles.Linear: Focuses on creating an intuitive user experience without relying on excessive tooltips or pop-ups. By designing a clear and straightforward product, Linear ensures that users can navigate and utilize the platform effectively from the start.These examples illustrate the importance of combining user-centric design, empathy, and behavioral insights to create successful PLG strategies.Common Mistakes in PLG and UX* Over-Optimizing for Revenue: Prioritizing short-term revenue gains can lead to poor user experiences. It's essential to balance monetization efforts with user satisfaction to ensure long-term success.* Incorrect Activation Metrics: Many companies struggle with defining the right activation metrics. It's vital to design these metrics based on thorough qualitative and quantitative research, ensuring they reflect meaningful user behaviors that lead to retention and growth.* Lack of Alignment Between Teams: Misalignment between acquisition and activation teams can result in attracting the wrong user profiles, leading to poor activation rates. Ensuring that both teams share common goals and understand the criteria for targeting the right users is essential for cohesive growth efforts.* Neglecting Onboarding for New Features: Launching new features without proper onboarding can result in low adoption rates. It's important to apply user onboarding principles to new features, ensuring users understand and can effectively utilize them.* Ignoring User Feedback: Failing to listen to user feedback can lead to a disconnect between what the product offers and what users need. Regularly gathering and incorporating user feedback helps in refining the product and improving the overall user experience.By being aware of these common mistakes and actively working to avoid them, companies can create more effective and user-centric PLG strategies.Closing StatementKate Syuma leaves us with a powerful reminder: "Product-Led Growth is all about self-serve user experience. If your product is not self-servable, there is no such a thing as Product-Led Growth"How to Reach Kate and Additional ResourcesFor personalized advice and more insights from Kate, you can reach out to her on LinkedIn or visit her page for details about her advising services. Subscribe to her newsletter for best practices and industry insights on the intersection of PLG and UX. For the first anniversary, Kate prepared “The Holistic Growth Playbook” with insights from 100+ companies, expert takes from Dropbox, Amplitude, Loom, and more. You can get it for free on growthmates.club Key Timestamps* (00:00) Introduction: Welcome and introducing Kate Syuma* (01:53) Kate's Journey: From Miro to founding Growthmates* (05:03) Connecting PLG with UX: Understanding user journeys and empathy* (07:51) Key Behavioral Principles: Designing intuitive experiences* (10:27) Problem-Solution Alignment: Developing effective solutions* (12:45) Measuring Success: Defining "What Success Looks Like" (WSLL)* (15:09) Good Practices: MailChimp's onboarding strategy* (17:25) Canva's Approach: Interactive demo presentations* (20:38) Intercom's Onboarding Hub: Various materials for different learning styles* (22:26) Linear's Intuitive Experience: Clear and straightforward product design* (25:31) Common Mistakes: Over-optimizing for revenue, incorrect activation metrics* (30:15) Onboarding New Features: Ensuring effective use of new features* (32:47) Importance of Feedback: Gathering and incorporating user feedback* (35:31) Closing Statement: Kate's reminder on self-servable products in PLG* (37:45) How to Reach Kate: Contact details, newsletter, and podcast informationWhere to Find the Guest:LinkedIn: Kate SyumaWhere to Find the Host:LinkedIn: Gururaj Pandurangi This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit resources.thrivestack.ai

Today, we're excited to have Dana Yobst, the former Head of Growth at Zuora, join us to discuss Zuora's ongoing Product-Led Growth (PLG) journey. Dana has been instrumental in driving growth strategies at Zuora and brings a wealth of experience in go-to-market leadershipListen now on Apple, Spotify, Castbox, Google and YouTube.PLG at Zuora circa 2021* State of Affairs in 2021:* Market conditions had changed significantly.* Competitors were offering trials.* Buyers, especially developers, demanded hands-on experience over analyst reports and customer references.* Importance of PLG:* Developers gained more influence in decision-making processes.* Need to enable self-education and engagement for developers.* Crucial for the entire organization, from executives to developers and product managers, to embrace PLG to align Product & Sales & Marketing in a cohesive GTM strategy.* Key Stakeholders:* PLG was seen as essential by various stakeholders within Zuora.* Executives, developers, and product managers needed to become comfortable with the new approach.Why was it difficult to implement a Self-Service trial ?Implementing self-serve trials at Zuora posed several challenges. The initial tenant creation process was highly manual, taking up to 2-3 hours. The lean team at Zuora had limited resources, which meant proving the value of self-service was a necessary step before securing further investment. As the market conditions evolved and competitors improved their offerings, it became clear that modern, intuitive user experiences were essential to meet new expectations. Despite these hurdles, Zuora recognized the need to add a self-service GTM motion model to stay competitive.How Zuora Tackled the Self-Service Trial ChallengeZuora approached the implementation of self-service trial with a strategic plan:* Prioritizing Experiments:* Focused on sales-led trials, trial metrics, and improved self-serve experiences.* Decided against building self-serve experiences first due to initial complexity.* Clear Responsibilities:* Established a dedicated team to manage PLG initiatives.* Leveraged creative engineering solutions to streamline the provisioning process, reducing it from hours to seconds.* Big Ticket Items:* Addressed key implementation challenges such as provisioning and data enablement.* Conducted rapid, iterative experiments to refine the process and improve user experiences.These strategic actions laid the foundation for a more scalable and user-friendly self-serve model at Zuora.Learnings from Zuora's ExperimentsZuora's journey through various experiments provided several valuable insights:* Understanding User Behavior:* Trials are most effective for mid-funnel prospects.* Zuora's focus on Product-Led Sales (PLS) proved crucial, as it helped in identifying the right user segments and tailoring the experience accordingly.* Effective Resource Utilization:* Initially, Zuora used simple tools like Google Docs and Slack to manage trials, enabling rapid feedback and iteration.* These tools helped bridge the gap while more sophisticated solutions were developed.* Scaling Challenges:* Automating the provisioning process significantly reduced setup time from hours to seconds, allowing for more scalable trials.* However, de-provisioning remained a manual process to avoid losing potential prospects' work, highlighting the need for balanced automation.* Trial Metrics and Conversion:* Close rates for trials were double compared to non-trial opportunities, demonstrating the efficacy of trials in driving sales.* Significant improvements in ACV and quarterly performance further validated the trial approach.* Iterative Learning:* Experiments revealed that users preferred hands-on learning over extensive resource centers, leading to a shift in focus towards more intuitive in-app guidance.* Understanding specific user needs and adapting the trial experience accordingly was key to improving user satisfaction and trial success rates.These learnings helped Zuora refine its approach and better support its PLG initiatives, ensuring a more seamless and effective user experience.ClosingTo wrap up, Zuora's journey toward implementing a robust Product-Led Growth (PLG) strategy highlights the importance of continuous learning and adaptation. Dana Yobst's insights offer valuable lessons for any organization looking to embark on a similar path.For company leaders currently embarking on their PLG journey, her advice is clear: prioritize experimentation, embrace the iterative process, and ensure alignment across all teams.Key Timestamps* (00:00) Introduction* (02:30) Market conditions and competitor offerings* (03:10) Buyer demands and developer influence* (04:00) Importance of PLG and key stakeholders* (09:30) Initial manual tenant creation process* (10:15) Tech debt and validation complexities* (11:00) Lean team and resource constraints* (12:00) Evolving market and product needs* (15:30) Prioritizing experiments: Sales-led trials and metrics* (16:15) Clear responsibilities and dedicated PLG team* (17:00) Streamlining provisioning process* (18:00) Addressing key implementation challenges* (19:00) Iterative experiments and user experience improvements* (25:30) Understanding user behavior: Mid-funnel prospects* (26:15) Effective resource utilization: Google Docs and Slack* (27:00) Scaling challenges: Automating provisioning* (28:00) Trial metrics and conversion improvements* (29:00) Iterative learning: In-app guidance and user satisfaction* (36:00) Advice for company leaders on the PLG journeyWhere to Find the Guest:LinkedIn: Dana YobstWhere to Find the Host:LinkedIn: Gururaj Pandurangi This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit resources.thrivestack.ai

Welcome, SaaS Thrivers! Today, we explore how startups cope with longer gaps between venture rounds. Joining us is Peter Walker from Carta, a leading voice in startup equity and data storytelling.Listen now on Apple, Spotify, Castbox, Google and YouTube.Key takeaways:How Startups are Reacting to the Increased Time Between Venture Rounds* Surge in VC Subscriptions: Following our blog post on "Are VCs incentivizing Startups to Grow-At-All-Costs?", there was a significant increase in VC subscriptions to ThriveStack’s substack. This interest underscores the relevance of the topic in the current startup ecosystem.* Peter’s Analysis: Peter Walker from Carta shares the factors contributing to the rising trend of startup shutdowns. He discusses how startups that grew during the era of low interest rates are struggling to adapt to the new, high-interest-rate environment.* Predictions for 2024: Peter predicts that 2024 will see an increase in startup shutdowns. Despite the availability of capital, many startups may not be able to pivot quickly enough to survive in the changing financial landscape.What is Carta Seeing as the Typical Time Between Investment Rounds?* Startups are now experiencing longer waits between Seed to Series-A and Series-A to Series-B rounds. * This extension in timelines is largely due to a decrease in the number of funding rounds available, compelling startups to stretch their existing capital further and adjust their growth strategies accordingly. * Peter Walker emphasizes that the current average time to secure subsequent funding has increased beyond the traditional 18-24 months, impacting how startups plan their financial and operational activities.Strategies to Mitigate the Lengthened Time Between RoundsStartups are adopting various strategies to navigate the extended periods between venture rounds:* Layoffs and Restructuring Compensation: Many startups are reducing their workforce to cut costs and streamline operations.* Disciplined Hiring: There’s a shift towards hiring individual contributors over managers to maximize efficiency and reduce overhead.* Cost Management: Startups are scrutinizing software and infrastructure expenses to minimize unnecessary spending.* Bridge Funding and Extensions: Utilizing bridge rounds and extensions to secure interim funding.* Revenue Funding: Emphasizing revenue generation to achieve self-sufficiency and reduce dependency on external funding.Departmental Hiring and Compensation TrendsCarta’s State of Compensation report highlights significant trends in the startup ecosystem:* Layoffs have impacted all departments, with customer success being particularly hard hit. * However, new hiring is showing a recovery, especially in engineering and sales roles, which now constitute a large portion of new hires. * There is a noticeable shift towards hiring individual contributors over managerial positions. * Additionally, equity packages for new hires have reduced significantly, reflecting a tighter equity distribution strategy. This disciplined approach aims to balance growth with financial sustainability.Advice for Founders and Growth ProfessionalsPeter offers actionable insights for early-stage founders and growth professionals:* Patience and Strategic Hiring“Patience is crucial in these times. Focus on strategic hiring to ensure sustainable growth.”* Understanding SAFEs“Get familiar with SAFEs (Simple Agreements for Future Equity) to avoid unanticipated equity dilution.”* Leveraging AI Tools“Adopt AI tools to enhance operational efficiency and stay competitive.”Key Timestamps* (00:00) Introduction* (01:05) Surge in VC Subscriptions* (02:20) Peter’s Analysis on Startup Shutdowns* (03:40) Predictions for Startup Shutdowns in 2024* (05:00) Typical Time Between Investment Rounds* (06:15) Impact of Reduced Venture Rounds* (07:35) Layoffs and Restructuring Compensation* (08:50) Disciplined Hiring Practices* (09:55) Cost Management Strategies* (11:10) Bridge Funding and Extensions* (12:20) Revenue Funding Strategies* (13:30) Insights from State of Compensation Report* (14:45) Trends in Layoffs and New Hiring* (15:50) Changes in Equity Packages* (17:05) Advice for Founders and Growth Professionals* (18:15) Importance of Patience and Strategic Hiring* (19:25) Understanding SAFEs and Equity Dilution* (20:40) Leveraging AI Tools for Operational Efficiency* (21:50) Closing Remarks and Final ThoughtsWhere to Find the Guest:LinkedIn: Peter WalkerWhere to Find the Host:LinkedIn: Gururaj Pandurangi This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit resources.thrivestack.ai

In this episode, we resume our insightful discussion with Katya Fuentes from Amplitude, focusing on how to implement Product-Led Growth (PLG) strategies effectively. Katya shares the transformative challenges and strategies Amplitude faced while integrating PLG and sales-led growth. Learn about the critical role of patient leadership, the strategic importance of pricing and value metrics, and how aligning sales with self-service can propel business growth. This episode is packed with actionable advice, whether you're refining an existing PLG approach or starting fresh.Key Insights:* Embracing Hybrid Models: For companies looking to integrate PLG with traditional sales methods, consider Amplitude's approach which combines the strengths of both strategies. This blend can significantly enhance flexibility in customer adoption and support sustainable growth.* Strategic Pricing to Encourage Upgrades: When designing your pricing structure, aim to align your offerings closely with customer value realization, similar to how Amplitude incentivizes users to ascend to higher tiers as their engagement increases.* Strengthening Sales and Product Team Alignment: Ensure your sales and product teams work closely to create a seamless customer experience. This integration can lead to better retention and upsell opportunities by presenting a united front that addresses customer needs comprehensively.* Leadership Patience in PLG Transformation: Leadership patience is pivotal when shifting towards a PLG model. It’s essential to manage the transition thoughtfully, as demonstrated by Amplitude, ensuring changes are sustainable and align with the organization's long-term objectives.Key Timestamps:* 0:00 Introduction and recap of previous discussion* 0:33 Deepening the PLG model integration at Amplitude* 1:20 Insights on structuring pricing and value metrics* 3:15 Lessons learned from Amplitude's journey in balancing sales and product strategies* 5:40 Discussing the alignment of sales and product for unified growth strategies* 8:22 Final thoughts and actionable takeaways* 10:50 Closing and invitation for feedbackWhere to Find the Guest:* LinkedIn: Katya FuentesWhere to Find the Host:* LinkedIn: Gururaj PandurangiPart 1 of the series: This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit resources.thrivestack.ai

Embark with Esben Friis-Jensen on a journey through innovation and strategic thinking that took Userflow from a nascent idea to a success story worth $4.6M revenue with a 3 member team.In this episode of Thrivecast, Esben shares the milestones and tactics behind their product-led growth, offering insights into the world of SaaS user onboarding. Weekly episodes promise to ignite your entrepreneurial spirit with stories and strategies that shaped their path to acquisition.Listen now on Apple, Spotify, Castbox, Google and YouTube.Key takeaways:Choosing Product-Led GrowthUserflow team made a bold move by fully adopting a product-led growth strategy.* Shift to PLG — The team’s strategic decision was influenced by the potential for scalable growth and enhanced customer experience.* Self-Service at the Forefront — Userflow focused on developing intuitive self-service capabilities that empowered users to engage with the product directly.* Benefits of PLG — Insights reveal that this approach not only streamlined the onboarding experience but also aligned closely with contemporary user expectations for SaaS platforms.Implementing a Self-Serve ModelUserflow's implementation of self-serve capabilities was a game-changer in their growth trajectory.* Building the Foundation — The initial features were carefully chosen to enable users to serve themselves, reflecting a commitment to usability.* Streamlining Onboarding — Boldly minimizing barriers to entry was a critical step in Userflow's PLG strategy.* Rapid Iteration — The agility of the team allowed for quick adaptation and enhancement of self-serve features based on user feedback and analytics.By focusing on these elements, Userflow crafted a user-centric product that naturally encouraged growth and user retention.Building the PLG MechanismEsben outlines the strategic construction of Userflow's product-led growth engine.* Initial tools were chosen for their simplicity and effectiveness.* Focus was on features that enhanced user experience and enabled quick feedback.Customer Insights and ICP DiscoveryInsights from direct user engagement played a critical role in shaping Userflow’s strategy.* Feedback mechanisms were crucial for gathering actionable insights.* Analysis of user behavior helped define the Ideal Customer Profile focusing on product managers and customer success managers.* Userflow adapted its offerings to meet the demands of its core users efficiently.Growth Drivers: Knowledge and NetworkingExpanding Reach Through EngagementEsben highlights the use of industry events and webinars as pivotal for networking and spreading brand awareness. Userflow utilized these platforms to share valuable insights, which significantly helped in attracting a broader audience.Strategic content marketing was crucial in establishing Userflow as a thought leader in the SaaS sector.Pricing Strategy and EvolutionUserflow's approach to pricing was carefully crafted to foster growth and accessibility.* Introduced scalable pricing tiers to serve diverse business needs effectively.* Adjustments to pricing were made based on customer feedback and enhancements to the product, ensuring alignment with market dynamics and value delivery.Reflections and Recommendations"Adopting a customer-centric approach from the outset not only shaped our product development but also ensured that we remained agile and responsive to market needs," - EsbenHe underscores the importance of staying adaptable with agile practices that allow for rapid responses to user feedback and market shifts. This mindset, he suggests, is crucial for any startup looking to make a significant impact.Key Timestamps* (00:00) Missteps companies make and identifying Ideal Customer Profiles (ICPs) through direct customer engagement* (00:34) Welcome to the show: Esben Friis-Jensen's journey with Userflow* (01:53) Userflow's inception and rapid revenue growth* (05:03) The decision to adopt a PLG-first approach* (07:51) Formulating a lean team and self-service infrastructure* (10:27) The transition from product conception to market launch* (15:09) Discovering the right customer profiles and initiating conversations* (17:25) Methods for understanding customer needs and defining ICPs* (20:38) Incorporating thought leadership and SEM into Userflow's growth strategy* (22:26) Pricing strategy: Transparency and value proposition* (25:31) User adoption strategies and expanding within customer accountsWhere to Find the Guest:LinkedIn: Esben Friis-JensenUserflow: https://userflow.com/Where to Find the Host:LinkedIn: Gururaj Pandurangi This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit resources.thrivestack.ai

Step into the world of SaaS growth with Mariano, a seasoned strategist from Lisbon, Co-founder of SaaS-HQ and the force behind SaaStock, as he breaks down the metrics that shape successful go-to-market strategies. In this episode, we focus on the pivotal roles of awareness, acquisition, and activation, dissecting how they contribute to scaling SaaS businesses within PLG and SLG frameworks.Listen now on Apple, Spotify, Castbox, Google and YouTube.Key takeaways:AwarenessDeveloping customer awareness sets the foundation for any successful SaaS venture. It's a multi-faceted domain where metrics like website traffic, social media engagement, and brand awareness intersect to create a comprehensive picture of a company's reach. For PLG-focused businesses, these metrics are fine-tuned to foster organic growth through product use and referrals. In contrast, SLG-oriented companies might weigh these metrics alongside direct outreach efforts. Regardless of the approach, enhancing awareness is pivotal, involving tactics that range from content marketing to strategic partnerships.Acquisition* Common metrics for measuring acquisition include signup rates, Customer Acquisition Cost (CAC), lead quality, and firmographics.* For a PLG company, key measures might focus on the rate of organic signups and the efficiency of product-led conversions.* SLG companies may prioritize metrics like lead quality and CAC to ensure the effectiveness of sales-led initiatives.* To enhance acquisition, tactics differ:* In PLG, it might be about refining the product experience to encourage signups.* For SLG, the focus could be on targeted sales strategies and personalized outreach.Optimizing acquisition is crucial for growth. Whether through refining the product to boost organic signups in PLG or enhancing targeted outreach in SLG, the goal is to attract quality leads efficiently. These efforts lay the foundation for a robust user base and sustainable business expansion.Activation* Activation metrics center on how users are onboarded, their engagement levels, and how they utilize key features.* A PLG approach to activation looks at how intuitive and compelling the product is for new users to begin engaging immediately.* In an SLG model, activation may include hands-on guidance from sales teams or personalized onboarding processes.* Improving activation involves:* Designing an onboarding process that quickly showcases product value, often referred to as the 'aha moment'.* Continuous product analytics to refine and expedite the user journey to value.Optimizing acquisition is crucial for growth. Whether through refining the product to boost organic signups in PLG or enhancing targeted outreach in SLG, the goal is to attract quality leads efficiently. These efforts lay the foundation for a robust user base and sustainable business expansion.Timestamps:(00:00) Introduction: Mariano's background and PLG skepticism(01:27) Welcome Mariano: Discussion on SaaS metrics for awareness and activation(03:23) Setting the stage: Importance of the customer journey in SaaS(06:04) Experimentation in the early stages of a startup(09:11) Focusing on a single marketing channel for growth(13:22) Product-Led Growth vs. Sales-Led Growth(17:36) Quality of leads and customer segmentation(21:04) Tactics for user activation and measuring the aha moment(27:04) Strategies to enhance product experience and activation(30:28) Closing thoughts on building systems for company growthWhere to Find the Guest:LinkedIn: Mariano MarteneSaaS-HQ: https://saas-hq.com/SaaStock: https://www.saastock.com/Where to Find the Host:LinkedIn: Gururaj Pandurangi This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit resources.thrivestack.ai

Step into the world of strategic growth with Jason, a leading voice from Live Data Technologies, who brings his deep understanding of human capital to the forefront of product-led growth strategies. In this episode, we explore how live data transforms the landscape of SaaS marketing and sales, paving the way for smarter, more effective user acquisition and retention.Listen now on Apple, Spotify, Castbox, Google and YouTube.Key takeaways:The Role of Lead Enrichment in PLG* Enriched data tailors the user experience, allowing for interactions that meet specific customer needs* Better targeting is achieved with detailed lead information, enabling effective customer segmentation* Understanding customers leads to crafting messages that resonate, improving conversion rates* Marketing and sales efforts are supported with insights that align strategies to customer behaviorsEnrichment Tools and TimingChoosing the right enrichment tools captures real-time, actionable customer data. Automation integrates these insights seamlessly into the customer journey.At every touchpoint, targeted enrichment tactics enhance understanding and engagement. Data appending provides contact details, firmographic enrichment offers business context, and behavioral insights reveal customer intentions and preferences.Timely interventions at stages like signup, trial, and upgrade to paid plans ensure a data-driven understanding of the customer, setting the stage for personalized experiences and informed sales conversations.Account-Based vs. Individual EnrichmentReal-World Impact of Lead EnrichmentBeyond the strategies, lead enrichment's value shines in its tangible impact on PLG initiatives, transforming user engagement and product evolution.* Enriched data drives user engagement, guiding product iterations with deep insights.* Marketing campaigns become sharply targeted, closely aligning with the audience's needs.* Sales conversations evolve into consultative interactions, rich with contextual understanding.* The result is a notable increase in product adoption and customer satisfaction, significantly contributing to the company's growth.Key Timestamps* (00:00) Introduction to Jason and Live Data Technologies* (02:01) Discussing the shrinking universe of SaaS seat licenses* (03:09) Definition and significance of lead enrichment in PLG* (06:08) Transition from SLG to PLG and the role of data enrichment* (07:40) Importance of implicit data signals in PLG* (10:01) Personalizing customer experience through enriched data* (13:01) The impact of job change data on account-based selling* (15:01) Real-time data's role in identifying key sales opportunities* (17:35) Utilizing job change signals for strategic account growth* (19:52) How data enrichment tools are used by different company roles* (21:38) Who typically buys data enrichment tools in SaaS companies* (23:00) Summary of key points and concluding the discussionWhere to Find the Guest:LinkedIn: Jason SaltzmanLive Data Technologies: https://www.livedatatechnologies.com/Where to Find the Host:LinkedIn: Gururaj Pandurangi This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit resources.thrivestack.ai