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What the heck is Product-led Growth?

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Not just another buzzword…product-led growth is an important go-to-market strategy that underpins some of today’s most successful businesses. Think Dropbox, Slack, Intercom, Expensify and Datadog.

At OpenView, we define product-led growth (PLG) as a strategy that puts the product front and center when it comes to how a company acquires, expands and retains customers. Relying on a product-led strategy yields rapid, extremely efficient growth.

Although similar to a freemium approach, a product-led growth strategy doesn’t actually require that you offer your product for free. It does however necessitate an amazing product and customer experience. In fact, PLG companies make it frictionless for users to start using their products. They deliver value extremely quickly and target users rather than buyers.

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What the heck is Product-led Growth?

  1. 1. WHAT THE HECK IS PRODUCT-LED GROWTH? ASHLEY MINOGUE Director of Growth, OpenView KYLE POYAR Sr. Dir., Market Strategy, OpenView
  2. 2. Product-led growth is SaaS 2.0. #plgsummit18
  3. 3. Product-led growth is consumerization of IT. #plgsummit18
  4. 4. Product-led growth is freemium. #plgsummit18
  5. 5. Product-led growth is product qualified leads. #plgsummit18
  6. 6. Product-led growth is bottoms up sales. #plgsummit18
  7. 7. Product-led growth is disruptive. #plgsummit18
  8. 8. Product-led growth is network effects. #plgsummit18
  9. 9. Product-led growth is viral co-efficient. #plgsummit18
  10. 10. Product-led growth (n): Instances when product usage serves as the primary driver of user acquisition, expansion, and retention. #plgsummit18
  11. 11. Product-led companies flip the script on every aspect of their business. Product Marketing Pricing Sales
  12. 12. Product-led companies flip the script on every aspect of their business. Product Marketing Pricing Sales
  13. 13. “Each business only really sells one thing. Obsess over it.” IAN SIEGEL CEO, ZIPRECRUITER
  14. 14. • Start with real user pain • Deliver value immediately • Strip out the uncritical • Make the product stick PRODUCT PRINCIPLES. #plgsummit18
  15. 15. Product-led companies flip the script on every aspect of their business. Product Marketing Pricing Sales
  16. 16. The result? $100 million in 30 days. #plgsummit18
  17. 17. • Your product is a marketing channel • Enable virality, internally and externally • Target users, not just buyers MARKETING PRINCIPLES. #plgsummit18
  18. 18. Product-led companies flip the script on every aspect of their business. Product Marketing Pricing Sales
  19. 19. • Remove any barriers from initial usage • Enforce paywalls only after value • Expand customers with scalable expansion paths • Use product data to upsell users PRICING PRINCIPLES. #plgsummit18
  20. 20. Product-led companies flip the script on every aspect of their business. Product Marketing Pricing Sales
  21. 21. Product-led companies flip the script on every aspect of their business. Product Marketing Pricing Sales Customer Success
  22. 22. • Customer success is your north star • Be a product evangelist • You empower self-service • Create opportunities for upsell SALES PRINCIPLES. #plgsummit18
  23. 23. Product-led growth (n): Instances when product usage serves as the primary driver of user acquisition, expansion, and retention. #plgsummit18
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Not just another buzzword…product-led growth is an important go-to-market strategy that underpins some of today’s most successful businesses. Think Dropbox, Slack, Intercom, Expensify and Datadog. At OpenView, we define product-led growth (PLG) as a strategy that puts the product front and center when it comes to how a company acquires, expands and retains customers. Relying on a product-led strategy yields rapid, extremely efficient growth. Although similar to a freemium approach, a product-led growth strategy doesn’t actually require that you offer your product for free. It does however necessitate an amazing product and customer experience. In fact, PLG companies make it frictionless for users to start using their products. They deliver value extremely quickly and target users rather than buyers.

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