Evolution of Inbound Marketing for a PLG World - Eric, Product Manager at HubSpot _ B2B Binge
Description
Turning Customers to Promoters Through Product Led Growth
There’s a slight problem as lead generation becomes a marketing responsibility. With the funnel that we have, we have a problem. Our customers are kind of leftover at the end, and we’re not thinking of them the way we should be. They have the power to be our most influential marketers or most helpful salespeople, and our most beneficial customer success people because they’re, you know, on the ground using your product, telling other people about it, thinking about when you buy something online these days, rarely do you not look at the reviews about it.
And those reviews are customers advocating for them. The product is not advocating for the product. And it’s a potent thing to activate your customers into being advocates for you. So we dropped the funnel a few years ago, and we said, you know, modern businesses, particularly in a product-led growth world, they use this flywheel approach.
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