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How to Shift to Product-Led Growth Slide 1 How to Shift to Product-Led Growth Slide 2 How to Shift to Product-Led Growth Slide 3 How to Shift to Product-Led Growth Slide 4 How to Shift to Product-Led Growth Slide 5 How to Shift to Product-Led Growth Slide 6 How to Shift to Product-Led Growth Slide 7 How to Shift to Product-Led Growth Slide 8 How to Shift to Product-Led Growth Slide 9 How to Shift to Product-Led Growth Slide 10 How to Shift to Product-Led Growth Slide 11 How to Shift to Product-Led Growth Slide 12 How to Shift to Product-Led Growth Slide 13 How to Shift to Product-Led Growth Slide 14 How to Shift to Product-Led Growth Slide 15 How to Shift to Product-Led Growth Slide 16 How to Shift to Product-Led Growth Slide 17 How to Shift to Product-Led Growth Slide 18 How to Shift to Product-Led Growth Slide 19 How to Shift to Product-Led Growth Slide 20 How to Shift to Product-Led Growth Slide 21 How to Shift to Product-Led Growth Slide 22 How to Shift to Product-Led Growth Slide 23 How to Shift to Product-Led Growth Slide 24 How to Shift to Product-Led Growth Slide 25 How to Shift to Product-Led Growth Slide 26 How to Shift to Product-Led Growth Slide 27 How to Shift to Product-Led Growth Slide 28 How to Shift to Product-Led Growth Slide 29 How to Shift to Product-Led Growth Slide 30 How to Shift to Product-Led Growth Slide 31 How to Shift to Product-Led Growth Slide 32 How to Shift to Product-Led Growth Slide 33 How to Shift to Product-Led Growth Slide 34 How to Shift to Product-Led Growth Slide 35
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How to Shift to Product-Led Growth

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When done right, product-led growth puts your strategy at the epicenter of not only the roadmap, but the entire company’s growth. Truly embracing product-led growth requires organizations to shift how they approach their processes, but will help you better understand how to identify value, communicate it effectively, and dominate the market.

Join our upcoming webinar, where our expert panel will discuss how leading companies leverage a product-led go-to-market strategy. You’ll see actionable strategies to build a strong product-led foundation that drives cross-functional change.

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How to Shift to Product-Led Growth

  1. 1. How to Shift to Product-Led Growth
  2. 2. Today’s Panel Wes Bush Founder of Product-Led Institute and Author of Product-Led Growth Jim Semick Co-Founder and Chief Strategist at ProductPlan
  3. 3. Agenda 1. Introduction 2. Why Product-Led Growth? 3. Elements of a Successful Growth Strategy 4. Strategies for Adopting Product-Led Growth Philosophy 5. Live Q&A Submit questions at any time during the webinar!
  4. 4. Solving Pain Focusing on product-driven customer and end user VALUE using the product itself. Innovative Viral Pricing Model Exciter Features Easiest Start, Try-Buy Online
  5. 5. How many years of product management experience do you have? Poll
  6. 6. How many years of product management experience do you have?
  7. 7. Why Product-Led Growth?
  8. 8. Why Is Product-led Growth Of Rising Importance?
  9. 9. Tidal Wave 1: Technology Is Deflationary In Nature Think about this. You're now paying less for Internet than you were 20 years ago. You can now get a 1TB hard drive for under $100. That same sort of space used to cost more than a million dollars not too long ago. In every industry, it is a race to the bottom. High profit margins attract competition like moths to a light. According to ProfitWell, customer willingness to pay for features has dropped by 30% in just the last 5 years.
  10. 10. Tidal Wave 2: Low Barrier To Entry Competition has increased tenfold. It has never been cheaper to build a Software as a Service (SaaS) company. (HackerNoon even goes so far as to claim that you can now build a SaaS product with $0.) However, because of this low barrier to entry, there is no shortage of competition. As a result, argues Andrew Chen, it’s becoming more expensive to acquire customers. According to ProfitWell, CACs have increased by over 50% in the last five years.
  11. 11. The goal is to stay in the green As costs increase, profit margins decrease. If the trend continues, break even point soon arises. Or worse! Breakeven Customer Acquisition Cost Willingness To Pay Tidal Wave 2: Low Barrier To Entry Breakeven Customer Acquisition Cost Willingness To Pay Profitable Unprofitable
  12. 12. Tidal Wave 3: Buyers prefer to self-educate Three out of four Business to Business (B2B) buyers would rather self-educate than learn about a product from a sales representative, according to Forrester. This trend does not apply only to small and mid-size businesses. As Gainsight notes, “Enterprise buyers also expect to try and evaluate software in an easy, frictionless way.”
  13. 13. Tidal Wave 4: Product Experiences Have Become An Essential Part The Buying Experience If you’ve used Netflix, you’ve witnessed this tendency first-hand—you didn’t need to reach out to a sales rep or book a demo before you were able to watch and eventually buy the service. The entire onboarding and upgrade experience was handled by the product.
  14. 14. What are the main benefits of Product-Led Growth?
  15. 15. Benefits of Product-Led Growth Dominant growth engine Wider top of funnel Lower customer acquisition costs Faster sales cycles 1 2 3 4 Compound vs linear growth Rapid global scale. High revenue-per-employee (RPE) Better user experience 5 6 7 8
  16. 16. Where are you in your product-led growth journey? Poll
  17. 17. Where are you in your product-led growth journey?
  18. 18. Elements of a Successful Product-Led Growth Strategy
  19. 19. How do you find your value and communicate it to the market?
  20. 20. How much do marketing and sales influence the roadmap? Poll
  21. 21. How much do marketing and sales influence your roadmap?
  22. 22. Strategies for Adopting a Product-Led Growth Philosophy
  23. 23. Is the Product-Led Growth Model Right For Your Business?
  24. 24. MOAT Framework Market Strategy Gets Job Done BETTER Charge MORE Gets Job Done WORSE Charge LESS Differentiated Strategy Win underserved customers Dominant Strategy Win all types of customers Out of Business In due time. Disruptive Strategy Win overserved customers.
  25. 25. MOAT Framework Market Strategy Do you want to offer the best solution for the lowest price? (Dominant strategy) Do you want to offer the best-customized solution for the highest price to underserved customers? (Differentiated strategy) o Real estate CRM Do you want to offer the simplest product for the lowest price to over-served customers? (Disruptive strategy) Or are you planning on using a hybrid strategy?
  26. 26. Ocean conditions Blue Ocean New market and you have to spend lots of time and resources educating people on why they need your solution. Sales-led typically works best here MOAT Framework
  27. 27. Ocean conditions Red Ocean o Established market that understands their needs and how your solution can help them • Product-led is the only GTM that makes sense here • All markets become red oceans o A market can have one segment in a red ocean while the other is in a blue ocean MOAT Framework
  28. 28. MOAT Framework Audience V S Buyers Users Who are you targeting as a business? V S Top Down Bottom Up
  29. 29. MOAT Framework Time-to-value Long time to value means it's going to be really hard to make the product-led model work Quick time to value means it can work
  30. 30. Does your product have a quick or long time-to-value?
  31. 31. Choose Your Product-Led Growth Model Hybrid Model 1 Launch a new product Vidyard Chrome Extension Hybrid Model 2 Go freemium, with a trial HubSpot CRM with trials for advanced parts of the product Hybrid Model 3 Go free trial, follow with freemium Useproof Hybrid Model 1
  32. 32. Live Q&A
  33. 33. Q&APRODUCTLEDBOOK.COM >>
  34. 34. Q&Aproductplan.com/resources/books-guides/
  35. 35. Thank You.&
  • whilpert

    Aug. 28, 2021
  • rumadak

    Jun. 30, 2020
  • GerardoGabrielSierra

    Jun. 22, 2020

When done right, product-led growth puts your strategy at the epicenter of not only the roadmap, but the entire company’s growth. Truly embracing product-led growth requires organizations to shift how they approach their processes, but will help you better understand how to identify value, communicate it effectively, and dominate the market. Join our upcoming webinar, where our expert panel will discuss how leading companies leverage a product-led go-to-market strategy. You’ll see actionable strategies to build a strong product-led foundation that drives cross-functional change.

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