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Most traditional SaaS companies will not successfully pivot to PLG.They will disrupted by PLG challengers just like on-prem companies vs the cloud.This was a surprising learning in our latest podcast episode. Mark Roberge runs Stage 2 Capital and was CRO at HubSpot. He's seen how hard it's been for many top-down companies to try to go bottoms-up.  Listen to the episode to understand:Why it's so hard to pivot into PLGThe only way to survive the transition if you are dead set on becoming PLGHow to develop your PLG go-to-market tech stack and why growth stage companies are better off buying tech rather building in-houseFollow Mark on Linkedin for more such content. Also check out Stage 2 Capital's Accelerator programme that just launched! Visit our Product Led Sales blog for more insights, and follow HeadsUp on Linkedin. If you have questions for me about PLG, growth, or marketing, here's my Linkedin. 
Very Good Security isn't Mahmoud Abdelkader's first rodeo.Learn how he helped build a Series C PLG powerhouse.VGS is the 3rd startup Mahmoud has worked on, and it was born out of a pain point he faced when building out Balanced Payments, a fintech startup.From day 1, Mahmoud knew that he had to make the product as self-serve as possible, since he was selling to developers.In our interview, we discussed:How VGS develops a deep knowledge of their customers (every startup is 'customer-obsessed', but VGS really goes the extra mile!)What Mahmoud means when he says PLG is really about 'customer-driven adoption'What were the pitfalls they encountered as they scaled the GTM motion
Joe Rideout grew Perpetua from the founding team to 100+ employees. Along the way he tried lots of initiatives to improve their self-serve engine.Which were the most impactful ones?We interviewed him to find out! Listen to the full episode (link in comments 🔻) to hear about how PerpetuaPerfected their self-serve and onboarding flowBuilt a referral program that generated tons of customersFigured out a usage-based pricing model that works!Connect with Joe on Linkedin for more information.Visit our Product Led Sales blog for more insights, and follow HeadsUp on Linkedin. If you have questions for me about PLG, growth, or marketing, here's my Linkedin and Twitter. 
Are most startups one-hit wonders?Find out how Kontent by Kentico engineered a second act.Kentico Software was established in 2004 and Kontent by Kentico is their Enterprise headless CMS that was initially founded as an internal startup 7 years ago. Incubating products internally may not be very common, but this one was wildly successful.Vojtech Boril came onto the podcast to share how companies can develop adjacent products and write a successful second chapter to its growth story. How do you come up with a good idea for the next problem your company should solve? Should you run the 2 products as one company or keep them separate? When do you even consider this strategy?Listen to this episode to find out!Connect with Vojtech on Linkedin for more information.Visit our Product Led Sales blog for more insights, and follow HeadsUp on Linkedin. If you have questions for me about PLG, growth, or marketing, here's my Linkedin and Twitter. 
'PLG signals' sound complicated. They don't have to be.Want to find out LaunchDarkly about how they use them in their GTM?Check out our latest podcast episode, featuring 3 core members of the LaunchDarkly PLG team!We spoke to Joe Ryan (Chief of Staff of Revenue), Kevin Gemulla (Sales), and Sydney Ziegler (CS) to get a deep dive into all things PLG at LaunchDarklyThis was an amazing interview packed with takeaways, such as:How LaunchDarkly thinks about #productledgrowth and what distinguishes its approachHow to identify PLG signals - who needs to be involved, what the tech stack looks likeHow to practically deploy these signals into Sales and CS teamsConnect with Sydney, Kevin, and Joe on Linkedin for more information.Visit our Product Led Sales blog for more insights, and follow HeadsUp on Linkedin. If you have questions for me about PLG, growth, or marketing, here's my Linkedin and Twitter. 
What took JumpCloud to $2b and Heroku to millions of users?We recorded a podcast episode that gives you a glimpse.Rajan Sheth led growth at both JumpCloud and Heroku, and is currently a Partner at HyperGrowth Partners.He's been working on PLG before anyone called it 'PLG'.Most companies are still dipping their toes into product-led motions or trying to figure out the playbook. So it was a great opportunity to speak to someone who's seen the movie many times.Have a listen to this episode to find out:Why you should always start your monetization efforts by looking into engagementWhat monetization looks like at the early-stage, growth-stage, and beyond!How to hire and build out a world-class growth team
When Alexander Younes first joined Dovetail, it was a dozen-strong.Less than 2 years later, they just raised a $60m series A.In the early days, demand was exploding, with tens of thousands of users in their product. Yet their revenue team had only a handful of people.How did Dovetail stay incredibly disciplined and efficient, and what can we learn from them when creating our own revenue teams?Listen to this episode to find out!We talked about how Alex thinks about sales efficiency, how to funnel enterprise customers to self-serve instead of talking to sales, and why even optimizing your legal documents can help your product led growth.Connect with Alex on Linkedin for more information.Visit our Product Led Sales blog for more insights, and follow HeadsUp on Linkedin. If you have questions for me about PLG, growth, or marketing, here's my Linkedin and Twitter. 
"How do I think about org in productledgrowth?"We've had many listeners ask us about this. So we are sharing a masterclass in all things org!Kristen Habacht is a PLG veteran. Before joining Shogun as CRO, she led revenue teams in Atlassian and Trello.Having seen so many flavors of org structures, and designed revenue orgs herself, she's super qualified to teach us about all the tough choices and trade-offs.Listen to this episode if you are part of a growing revenue team.Topics we covered include:What are the most gnarly questions when it comes to org structures?Org is all about trade-offs. There is no perfection. So what are the key trade-offs to think about?What should the revenue org look like at $10m ARR, $50m ARR, and beyond that?The common mistakes people make when it comes to orgKristen's path to being CRO and how to chart your own progression in revenue leadershipConnect with Kristen on Linkedin for more information.Visit our Product Led Sales blog for more insights, and follow HeadsUp on Linkedin. If you have questions for me about PLG, growth, or marketing, here's my Linkedin and Twitter. 
Should product-led companies still do cold outbound?Many might be skeptical, but Flowcode is proving that it works.Jim Norton, Flowcode's CRO, came onto the show to talk about how Flowcode runs both a popular self-service tool and a direct sales team in parallel.Flowcode is an extremely popular QR-code creator used by both restaurants and huge enterprises like GoDaddy and Sotheby's.The company has always had a strong sales DNA, and has managed a fine balancing act between being product-driven, and customer-focused through its outbound sales.Check out this episode to hear about:Jim's take on Coinbase's QR code Superbowl adWhy it sometimes makes sense to have both direct sales and PLG under one roof, and how to know if that's right for your teamWhat role Flowcode's self-serve product plays in relation to its large enterprise deals
When it comes to product-led growth, Prefect is as purist as it gets. It does no promotional sales or marketing - even to its free users!Christopher Reuter is Prefect's Head of Growth, and one of the most PLG-inclined people I've spoken to.If you are looking for PLG content that gets really specific and tactical, this episode is not to be missed.Why listen? Here're all the topics Chris dropped some truth bombs around:How to know if your customers are respond to direct sales, or if you should let content and community do the heavy-liftingWhy many companies eventually have to layer on sales-led motions, and when to do soHow to monetize an open-source user base, and what unique data challenges open source companies faceWhy Prefect turned off its ads and what was the impactWhat's a 'pairwise matrix' and how he uses it to measure activation
Georgios has tried dozens of experiments at Toggl. On today's episode we get to hear his most interesting results.Toggl is a time-tracking tool loved by more than 1 million users globally. That also means they have a lot of data to learn from and experiments to run. And Georgios is one of the most thoughtful and curious experimenters I've met, especially when it comes to pricing and packaging his products!Here are just a few experiments we discussed:Should you push your free users to do a trial of the premium product, before they are allowed to stay on the free plan?Should you bundle seats (e.g., bundles of 5) or charge for each incremental user?What's this one pricing change that resulted in much more expansion with enterprise users?Listen to the full episode to hear much much more!Connect with Georgios on Linkedin for more information.Visit our Product Led Sales blog for more insights, and follow HeadsUp on Linkedin.If you have questions for me about PLG, growth, or marketing, here's my Linkedin and Twitter. 
Not every product-led company sells to tech startups.Some customers are just a little more traditional.So what do you when your customers aren't used to buying with a self-serve motion? Does that mean you have to give up being PLG?Rohan Bairat is an old hand at this. At Spreedly, he sometimes encounters customers who even ask for a proposal or RFP.Listen to this episode to find out:What Rohan's playbook is when faced with a RFPHow to think about navigating more traditional enterprise customersWhat to do when competing against more top-down, sales-led companiesConnect with Rohan on Linkedin for more information.Visit our Product Led Sales blog for more insights, and follow HeadsUp on Linkedin.If you have questions for me about PLG, growth, or marketing, here's my Linkedin and Twitter. 
What happens when you combine 2 PLG superstars?Christof Jaritz is working on it right now at Bitly.Bitly acquired QR Code Generator last year. Also known as Egoditor, it is one of the world's most popular providers of QR codes with 12 million users.Since then Christof has been thinking about how to drive growth across the combined company.He came onto the podcast recently and we talked aboutWhat's exciting and what's hard about bringing together 2 winning self-serve toolsWhether it's better to be a GTM specialist or generalist, since Christof has spent time in Sales, Growth, and marketingHow to leverage culture to bring out the best of your team membersConnect with Christof on Linkedin for more information.Visit our Product Led Sales blog for more insights, and follow HeadsUp on Linkedin.If you have questions for me about PLG, growth, or marketing, here's my Linkedin and Twitter. 
Jotform defies many product-led growth stereotypes.It's bootstrapped, and it was globally distributed even before COVID!Bulut Akışık, Jotform's VP of Growth joined us to explain how Jotform works with its millions of self-serve users."Many users start off completely self-serve and over the years graduate to 6-figure deals."Have a listen to this episode to find out how Bulut thinks about growth, the interplay between sales, growth, and marketing, as well as Jotform's tactics for monetizing and activating its freemium users.
"We're building a cathedral at Vercel."We knew this episode would be a great one when Kevin brought this up at the start of the recording.Vercel is one of the hottest product-led startups with a ton of love amongst developers.Morgane Palomares and Kevin Van Gundy came onto the podcast to pull back the curtain on Vercel's go-to-market. Here's what you can catch in this episode:Vercel's 'product advocates' team - what is it, how is it different from sales or sales-assist, and how did they build it up?The unique advantages and challenges of building an open-source productSome common pitfalls in PLG GTM that Morgane and Kevin have seen across the yearsConnect with Kevin on Twitter or Linkedin, and here's Morgane's Linkedin!Visit our Product Led Sales blog for more insights, and follow HeadsUp on Linkedin.If you have questions for me about PLG, growth, or marketing, here's my Linkedin and Twitter. 
Invoice2Go was founded in 2002 and was self-serve from the get-go! They targeted the under-served small business market and helped them generate, send and manage invoices.Today, Invoice2Go has more than 200,000 customers. As part of the Bill.com family, it is starting to think seriously about adding a sales-assist motion. Pranav Piyush is leading these efforts. He came onto the podcast to talk about his learnings, what common pitfalls to avoid, and how to use experiments to learn before scaling up the sale-assist engine.Connect with Pranav on Linkedin.Visit our Product Led Sales blog for more insights, and follow HeadsUp on Linkedin.If you have questions for me about PLG, growth, or marketing, here's my Linkedin and Twitter. 
Have you seen a company build a free tool just to attract customers?Clearbit's Weekly Visitor Report and CoSchedule's Headline Analyzer come to mind.Sadra Boutorabi is someone who is no stranger to this strategy. As co-founder and head of growth of Namescan, he built and launched a free tool, and helped to secure the first $1m in revenue for the company.Today, Sadra leads growth at Tiny, a fast-growing company that provides an open-source rich text editor. On this episode we discussed:When is it a good idea to launch a free tool for lead genHow to decide what free tool to buildHow much resources to dedicate to this initiativeWhat other growth initiatives and experiments he has been runningConnect with Sadra on Linkedin for more information. Visit our Product Led Sales blog for more insights, and follow HeadsUp on Linkedin.If you have questions for me about PLG, growth, or marketing, here's my Linkedin and Twitter. 
Some companies have a free trial, whereas others have a free tier that encourages users to upgrade.When do you know which strategy to pick? Chang Chen, who leads growth and marketing at Otter.ai, has tried it all - freemium, free trial, even how long each free trial should be. In this episode, she didn't just talk about which one worked for Otter, she dropped some brilliant frameworks for you to figure out what's best for your own product. We also discussed:How to run experiments to figure out what's the optimal length for a free trialHow to conduct user research to understand how to structure your trial or free tierWhy it often doesn't work to have both a free trial AND a free tierCommon mistakes made when designing these free versions of your productConnect with Chang on Linkedin if you wish to discuss more about free trials vs freemium!Visit our Product Led Sales blog for more insights, and follow HeadsUp on Linkedin.If you have questions for me about PLG, growth, or marketing, here's my Linkedin and Twitter. 
Allen Liao joined Lucid in 2018 and has been working on growth ever since. The company has added $50m+ in ARR since he joined! Listen to this episode to find out how! One initiative Lucid's product team has been working on lately is how to improve user engagement. I discussed with Allen:How to identify the right baseline and set the appropriate goals for user engagementHow to segment and prioritize your users'Bright spot' and 'dark spot' analysis - what it means and how to use itWhat worked and what didn't, and common pitfalls people encounter when working on growthConnect with Allen on Linkedin. Visit our Product Led Sales blog for more insights, and follow HeadsUp on Linkedin.If you have questions for me about PLG, growth, or marketing, here's my Linkedin and Twitter. 
When Kelly Goetsch first joined commercetools, the company was heavily focused on selling bottoms up to developers. Why did it pivot towards a more Enterprise go-to-market motion?Their self-serve engine was going too slowly.Although developers were the users, they weren't the best buyers for a commerce platform. Often it was the Sales or Revenue executives who championed the purchase.So how did commercetools layer on a successful top-down engine onto a #productledgrowth business?What they did obviously worked, as they are a $1.9b business today. This episode covers:How to hire the right people to layer on an enterprise go-to-market motion effectivelyWhat are the most common needs of an enterprise customerHow to conduct research and build product for the enterprise, when you have far fewer users than a PLG companyWhat Kelly's career advice is for Product ManagersConnect with Kelly on Linkedin. Visit our Product Led Sales blog for more insights, and follow HeadsUp on Linkedin.If you have questions for me about PLG, growth, or marketing, here's my Linkedin and Twitter. 
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