As the conversation around product-led growth builds, some interesting trends have started to emerge. Amid all the stories and strategies are some frequently repeated myths about product-led onboarding and what it means in a product-led go-to-market strategy. So I’d like to debunk 3 common product-led onboarding myths—namely, the idea that you don’t need a sales team, that conversion is a linear process, and that people truly want to serve themselves.

1. @FrancisBrero
Product-led onboarding
Myths, Learnings and tips

2. @FrancisBrero
Francis Brero
● CRO & Co-Founder @MadKudu
● Background in Mathematics, Data Science
● Favourite number: 73
Your Host

3. @FrancisBrero
MadKudu is an Actionable Lead & Account Scoring platform that enables
B2B companies to build relevant customer journeys at scale

4. @FrancisBrero
Myths & Misconceptions

5. @FrancisBrero
Recently, the fastest growing companies in
B2B started with
no Sales team
“
PLG Myth #1

6. Product Led Selling - Seductive, Yet Crappy Antipatterns https://www.atriumhq.com/
“We just publish
docs, and they
buy, right?”
“We don’t have
salespeople.”
These misconceptions can lead to believing seductive antipatterns.

7. Product Led Selling - Seductive, Yet Crappy Antipatterns https://www.atriumhq.com/
“We don’t have sales people…” - BULLSHIT!

8. Why the sales confusion, founders? https://www.atriumhq.com/
Oh.
Experience with selling
limited to caricatures
of sales from movie
and TV.
That’s why.Personal
predilection away
from selling
behaviors.
Fond memories
of those dicks who
went into sales…

9. @FrancisBrero
The Product Led funnel is linear:
Activation, Engagement,
Conversion
“
PLG Myth #2

10. 50% of conversions after trial-end
@FrancisBrero

11. © 2018 MadKudu Inc. Proprietary and Confidential
It can take a village...
averageOPEN
OPPORTUNITY
CLOSED-WON
OPPORTUNITY
Developers
Designers
Analysts
Project & Product
Managers
Marketers
CEOs
Founders Directors
average
@FrancisBrero

12. B2B Sales is inherently complex
LORD OF THE RINGS
@FrancisBrero

13. @FrancisBrero
The consumerization of B2B
means buyers want to
self-serve
“
PLG Myth #3

14. @FrancisBrero
“The way to maximize freedom is to maximize choice”
Current industrial society dogma
FROM TO

15. @FrancisBrero
The Paradox of Choice
Marketing automation platform: 206
CRM: 375
Sales Automation: 243
Live Chat solutions: 288
E-Signature: 149
Distinct Smarketing Stacks: 805 billion

16. @FrancisBrero
70% of the time people spend
watching youtube is driven from
algorithmic recommendations
“

17. @FrancisBrero
How to: Product Led Onboarding
@FrancisBrero

18. @FrancisBrero
Analyze Product metrics through
the lens of your ICP

19. @FrancisBrero
Beware of averages
Simpson Paradox:
Even though they perform better in every lead source
Lead Source Good leads # Good Leads CvR Bad leads # Bad Leads CvR
Total 3140 3.69% 510 3.73%
Referrals 351 17.40% 253 7.20%
PPC 2789 2.00% 257 0.40%
Good leads perform worse than Bad leads
@FrancisBrero

20. @FrancisBrero
Daily retention analysis
Company:
High volume, B2B, SaaS,
Freemium
Day 2 retention:
< 50%
@FrancisBrero

21. @FrancisBrero
75% of each monthly cohort
is low fit (spam, disposable
emails, consumers…) for the
product.
Cohort qualification
@FrancisBrero

22. @FrancisBrero
Very Good & Good fit leads
display excellent retention
Day 2 retention:
> 80%
Daily retention by customer fit
@FrancisBrero

23. @FrancisBrero
Not all leads are created equal,
Segmentation is key
“
@FrancisBrero

24. @FrancisBrero
Customize onboarding against
your different ICPs

25. @FrancisBrero
Segment by Use-case (CloudApp)
Engineering
Hi Jeff,
I'm Scott, VP of Sales at CloudApp. We're so excited you've joined CloudApp!
To get the most out of CloudApp, be sure to install CloudApp on your computer and
take your first screenshot.
I noticed you work in product at Scripps Networks Interactive. CloudApp allows product
teams to quickly annotate features or use cases to customers and developers
alike. If a picture is worth a thousand words, imagine what an annotated picture is
worth.
Give it a try and let us know if you have any questions.
- Scott
Product
Hi Mike,
I'm Scott, VP of Sales at CloudApp. We're so excited you've joined CloudApp!
To get the most out of CloudApp, be sure to install CloudApp on your computer and
take your first screenshot.
I noticed you work in engineering at Pure Storage. Engineers tend to be big fans of
CloudApp because it allows them to quickly capture and share that bug or that cool
feature they've been working on. Introduce CloudApp to your team and you'll be forever
known as the office hero.
Give it a try and let us know if you have any questions.
- Scott

26. @FrancisBrero
Segment by Onboarding goals
averagePRODUCT
ACTIVATION
ECOM
CONVERSION
Developers
Account Executives
Analysts
Project & Product
Managers
Marketers
CEOs
Founders
Directors
average
@FrancisBrero

27. @FrancisBrero
Onboarding campaigns
Seniority Based Outreach
Goal: contact decision-makers to encourage purchase (or
upgrade) of a team plan
Audience: new user, likely to be Buyer
Timing: six messages over 30 days
Content: value of having a team plan for individual users
and account management features overview
Goals:
- Schedule meeting to discuss benefits
- Upgrade to team plan
- Invite team members
Goal: stay in touch with new signups and teach them how
to use the app
Audience: new signups, likely to be Adopter
Timing: six messages within 14 days
Content: tutorials on how to use the product and call to
action to create a team
Goals:
- Activate the product
- Invite more users
- Add Credit card if single-user (small company)
New User Signups

28. @FrancisBrero
Adopter vs Buyer CTA
Account Executive - Adopter
Hi Jason,
I'm Scott, VP of Sales at CloudApp. We're so excited you've joined CloudApp!
Your time is valuable, and I wanted to help jumpstart the onboarding by offering a quick
product overview to ensure your team gets the most out of it. Feel free to pick a time that
works for you here.
Additionally, here are some quick resources on how CloudApp can help your sales,
engineering, and customer team.
Looking forward to our conversations.
- Scott
Hi Andrew,
I'm Scott, VP of Sales at CloudApp. We're so excited you've joined CloudApp!
To get the most out of CloudApp, be sure to install CloudApp on your computer and take
your first screenshot.
I noticed you are in a sales role at BuySellAds. Your customers will love you when you show
them rather than telling them. The next time a customer asks "can you show me that
again?", wow them with a GIF or an annotated screenshot.
Give it a try and let us know if you have any questions.
- Scott
CEO - Buyer

29. @FrancisBrero
Orchestration

30. @FrancisBrero
Thank you!
francis@madkudu.com
@FrancisBrero