By leading with the product throughout an organization, product-led companies often benefit from shorter sales cycles, lower Customer Acquisition Costs (CAC) and a higher Revenue Per Employee (RPE). Just take a look at Ahrefs in 2019. It would have been outlandish to imagine that theyâd win any significant share of the market. The bumper type you use in modern SaaS companies depends on the niche you are in, the audience, what is working for your competitors, and your own resources and capabilities. âOpenView calls product-led growth, âa capital efficient model through which companies can scale quickly.â Â âProduct-led growth leads to a higher revenue per employeeâin other words, higher financial productivity. According to Elie Khoury, CEO of Woopra, the typical sales-led business structures their team like the graph below: On the left side, you have your profit centre, which handles your sales, marketing, and customer success teams. According to ProfitWell, CACs have increased by over 55% in the last five years. The intention is to display ads that are relevant and engaging for the individual user and thereby more valuable for publishers and third party advertisers. Product-led growth has the ability to ultimately change marketing conversations. However, if we look deeper, Product-Led Growth is a completely new way of growing a SaaS business. Itâs a business methodology that upends the traditional order of doing things.âSo why should any company bother? âOf course, companies donât become product-led overnight. It is a critical step in successful product design. To make sure the high-touch sales model remains profitable, the LTV of a customer has to be high enough to recoup the investment in acquiring each new customer. The first thing you can do is take screenshots of every single step that the user has to take. It will help you launch and build a free trial or freemium model that (actually) turns users into customers. “Product-Led Growth is about helping your customers experience the ongoing value your product provides. Their combined wavelengths form the bright, focused light of the userâs experience. Product-led growth impacts your companyâs go-to-market strategy by placing your product at the helm. You need to let people try before they buy. Unclassified cookies are cookies that we are in the process of classifying, together with the providers of individual cookies. An emotional outcome is how the user feels once the task has been accomplished. On the surface-level, Product-Led Growth may look like a simple model for your buyer to try before they buy. It focuses on content consumption as a leading indicator of intent. Consumers (like us) demand it. Or as OpenView puts it, in a product-led experience, âthe product âpaywallsâ follow, rather than lead, the actual value that the user receives and pricing scales as usage increases and more value delivers.â âAs you might imagine, this strategy opens up your top of funnel (or your flywheel, if youâve already made the transition to this model, which weâll cover in more depth below) to a huge number of potential customers much earlier in their journey. Do you have a friend or family member who exaggerates their experiences? If you’ve used Netflix, you’ve witnessed this 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. Once people experience the value of your product, the next logical thing to do is upgrade. A viral product is one whose rate of adoption increases with each additional user. Customer acquisition doesn't just become something marketing is focused on, the responsibilities for acquiring great customers expands to the product team as well.”, - Hiten Shah, Co-Founder of FYI, Product Habits and Crazy Egg, “Product-Led Growth might be buzz-wordy right now but this is going to just be called "good business" very soon.”, “In a world where brands promise more than they can deliver, companies that embrace Product-Led Growth stand out from the pack. Product is now the single biggest lever for growth - if you're not already moving in this direction, watch out. Should we really be surprised? “Given the low-barrier to entry in SaaS, competition has never been more fierce. That means happier customers, higher customer satisfaction and NPS scores, longer customer lifetimes (and higher LTV), and more viral growth.âProduct-led growth begins with the productâthatâs obvious. The bigger your value gap, the leakier your funnel. Three out of every four Business to Business (B2B) buyers would rather self-educate than learn about a product from a sales representative, according to Forrester. If you’re like most people, you’ll opt for trying out the product on your own. Many key SaaS metrics are also essential to PLG, although some may be more or less important under a product-led approach than other business methodologies, or may be leveraged differently. Instead of hiding our product behind closed doors - it's time to lead with our product and let people see for themselves if we deliver on our promise.”, - Shobhit Chugh, Product Manager for Crashlytics, Google, “Product-Led Growth is about prioritizing the user experience in everything you do: your product, pricing, marketing, customer engagement and even buying experience. But your product needs to do the heavy lifting when it comes to getting new users up to speed. Other strategies, in contrast, are ripe for disruption and put you at risk. âOf course, not every product-led company becomes successful. This site uses different types of cookies. If you can understand, communicate, and deliver on your value quickly, you’ll be able to build a strong foundation for your product-led business. But in 2013, 3 million people used the service. If you currently use a sales-led GTM, you need to watch out for competitors with a more efficient customer acquisition model. And personalization is expectedânot only are 80% of people more likely to do business with a company that offers personalization, but Salesforceâs 2017 State of Marketing report found that 52% of B2C customers would actually switch brands if they werenât getting a personalized experience.
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