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A go-to-market strategy (GTM) is a plan that details how an organization can engage with customers to persuade them to buy its product or service and gain a competitive advantage. According to Japna Sethi, leader of the Product-Led Growth team at Productboard, ideally, marketing, sales, and customer success teams should share the same goals. In thi…
 
Product led growth has been around for a while, but it's popularity has skyrocketed over the last year. And more and more companies are now leveraging their products to drive customer acquisition and expansion. But what are some key mistakes PLG companies make? In this episode of the Product Led Revenue podcast, our host Breezy Beaumont welcomes Ma…
 
In 2020, Github ran a simple 2 week experiment. The result? Dramatically more free AND paid signups. Sounds too good to be true? Here’s how 👇 Thibault Imbert leads Growth at Github. When he first took over, he looked for somewhere where his team could get a quick win. Something simple but impactful. He landed on the pricing page. Here are the 3 cha…
 
Ethan Schecter joined Snyk when it was just 20-odd employees. Today the company employs 1000+ people. What’s the secret to the growth? ‘Not treating your PLG funnel as just a lead gen’, says Ethan. It is really important that PLG sales teams know which users want to be engaged by what type of outreach. Snyk has expertly split its user base into ‘pe…
 
HashiCorp started as an open-source tool. It’s now a $6B public company with PLG, enterprise, and open-source products. Caroline Guo, HashiCorp’s Head of Growth, shared with us how HashiCorp built a cutting-edge internal engine for its PLG motion. Here are some of the learnings we discussed on the latest episode of the Product Led Sales podcast: Th…
 
When it comes to PLG, Drew and Visakan are pros. And they work on a product used by 2 million developers. 2 million. We spoke to them about Netlify's open source beginnings, how they think about Product Qualified Leads, and more in this episode of the podcast. One MUST LISTEN part of the podcast is when Drew and Visakan went really deep into how th…
 
Evernote has hundreds of millions of users. So how does this OG PLG juggernaut keep on growing? Data, data, data. At this scale the company is more like a B2C than B2B company. No wonder Rick Sawyer, Evernote's Senior Director of Product, Growth used to work at DraftKings, a sports betting company. From the backend, to the human resources, Evernote…
 
One of the pillars of every company is a sales team - but when a company is product-led, does you still need a sales team? According to our guest, Aron Vuijsje of Monday.com, you do. In this episode of Product Led Revenue, Aron shares the lessons learned since the early days of joining Monday.com. He reveals what it's like being the first sales hir…
 
How do you design the perfect SaaS free plan? CircleCI re-designed it's free plan recently, giving users up to 3x more credits and unlocking features that were previously only for paid users. While a ceiling on a free plan is better for conversion, sometimes optimizing for that one metric is too short-term. CircleCI made the decision to enhance the…
 
It's almost a truism that companies move upmarket as they scale. Must that always be the case? In this episode of the podcast, we spoke to Grant Freeman, the Chief Customer Officer of Thryv. Thryv is an end-to-end business management software for small businesses that has scaled to $1b in revenue while staying laser focused on SMBs. Grant shares wi…
 
This week's product led revenue call features a special guest: Dave Boyce, Winning by Design: - Current role: Product-Led Growth Practice Lead, Winning by Design - Taught the first MBA-level course on Product-Led Growth at Brigham Young University Correlated hosts a bi-weekly 30-minute call with revenue leaders in the product-led growth (PLG) space…
 
91% of SaaS companies plan to increase their PLG investment this year. But can all businesses can be product-led? In this episode of the Product Led Revenue podcast, our host Breezy Beaumont sat down with Steeve Vakeeswaran, the Head of Sales & Expansion at Zapier. They talk about Zapier's self-serve pipeline, how it helped remove friction between …
 
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.…
 
Many early-stage PLG (product led growth) companies try to launch faster and monetize as soon as possible. But, the path to success lies in taking it slowly and focusing on acquisition through engagement. Every business should aim for quality rather than quantity and bring value to each customer regardless of whether they use freemium or paid servi…
 
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 h…
 
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 Perpetua Perfected their self-serve and onboarding flow Built a refer…
 
When people think about product-led growth, they think it's about the product, but customer experience extends far beyond product. Customer experience is one of the most vital aspects of any business, but many companies fall short. Things like community, docs and resource centers, and the ability to contact someone for support, are some of the ways…
 
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…
 
'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 P…
 
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 t…
 
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 lea…
 
"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 qu…
 
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 e…
 
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.…
 
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, esp…
 
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 R…
 
There's a misconception that companies are product-led OR have a sales team. But sales and product-led growth are multipliers of each other, says Ethan Schechter, VP of Sales at Snyk. He adds, ''A product-led growth engine is the number one thing to ensure that your sales team is working with qualified leads because the organic interest that comes …
 
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 ca…
 
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…
 
"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 wha…
 
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 …
 
From Datadog, to Drift, to Dooly, Michelle Pietsch has seen the PLG sales playbook over and over again. She says the most important thing sellers can do, especially in a product-led company, is get to know their product. After all, how are you going to present its value if you don't see it yourself first? In this episode of the Product Led Revenue …
 
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 …
 
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,…
 
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 go…
 
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 …
 
Product-led growth (PLG) has become one of the most effective ways to grow in SaaS and tech. More and more companies are relying on their products as the main driver to gain customers. But using your product to acquire customers doesn't mean you should neglect sales and marketing. In fact, these three growth models work best when you align them to …
 
Do you think becoming PLG is a decision your company can make on its own? Think again 🤔 Shrikant Mudliar, who leads many product-led growth initiatives at Airmeet, shared a radical opinion. Going PLG successfully doesn't mainly depend on what your company does, it depends on your customers and your market. Listen to this podcast to understand: Why …
 
Peter Soung founded Sprout Social, Inc. more than 10 years ago, and today it is a public company with $200m+ in annual revenue. More impressively, he's knows all about the ins and outs of growing a self-serve product. There's been a ton of content created about #productledgrowth in the past year. You might think you've seen it all. But, if you want…
 
James Labastida is the go-to guy if you want to talk all things revenue in product-led growth. As the Chief of Staff of Revenue at ClickUp, he's overseeing a lot of the strategic work that's going on to fuel the crazily-fast-growing company (it grew more than 4x in a year!) Listen to this episode to find out more about: How revenue and product team…
 
If you want to see a company in hypergrowth, look at Bitrise. It's doubling its revenue year on year, raised a $60m Series C recently, and serves 100,000+ developers worldwide. And Alex Kudelka is holding the reins at Bitrise's sales org, as the VP of Sales. Having cut his teeth at other PLG superstars like Doodle, and Algolia, he's building an inc…
 
As a marketer of a product for sales teams, I was pretty excited to speak to Pete von Burchard. He's a seller selling to marketers! At Wistia, Pete and his colleagues truly understand their customers. They see go-to-market as a holistic craft blending product, sales, and marketing. If you need any proof of that, just check out their videos on youtu…
 
Heroku is huge. Like, really really huge. It processes 60+ billion requests per day, and 13 million apps have been built with it. And Christopher Lauer has been there right from the beginning. He joined Heroku when it was just a handful of employees and has been building its self-serve engine ever since. In this episodes he shares a few golden nugg…
 
How do you grow your PLG product? What are the metrics you should look out for? How do you prioritize between different customers and their needs? Product Growth in PLG is still very much uncharted territory, and to help everyone get smart on it we spoke to one of the pioneers in this space. Partho has been running product growth teams for almost a…
 
Community-building is all the rage today, but Bubble mastered it way before it was cool. Way back in 2012, Emmanuel and his co-founder chanced upon the no-code movement before they knew it was going to take the world by storm. However, building a no-code tool takes time and patience. For almost 5 years, they barely hired anyone and quietly worked o…
 
93% of B2B buyers say they’d rather buy directly from a website than a sales representative. But kicking off your product led strategy comes with a range of challenges: How much do you offer for free? How do you determine a pricing strategy? How do you decide when and how to follow up on PQLs? On this episode of Product Led Revenue, host Breezy Bea…
 
Sophia Francis has worked across both Product-Led and Sales-Led SaaS companies. She came on the podcast to share about her learnings from leading Revenue Operations teams. Have a listen to learn: How she prioritizes the various initiatives RevOps teams typically have on their plate Why it is extra important for RevOps teams in PLG companies to coll…
 
Troops started off completely product-led. Then, it took away the self-serve motion and became sales led. Now, it's back to product-led growth. Why did they make so many transitions? What was the framework that Scott Britton, Troops' founder, used to decide what to do? And what are some of the limitations of product-led growth that Scott discovered…
 
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