Growth Machines: Combining Product-Led Growth and Sales

Vincent Jong

Learn how to combine Product-Led Growth and Sales to grow a B2B business. We'll discuss case studies and talk with thought leaders in the PLG and growth community.

www.growthmachines.com

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Episodes

The more you give, the better your leads get qualified | Mathias Thulin, GetAccept
Jun 6 2024
The more you give, the better your leads get qualified | Mathias Thulin, GetAccept
On this episode of the Growth Machines podcast I speak with Mathias Thulin from GetAccept. He shares how they developed the Go-to-Market model for GetAccept going from sales-led to freemium and now a combination of sales-led and free trial.As of today combines a free trial, an interactive product tour, and a book-a-demo option in an intuitive way. Depending on the customer profile, one or more of these options will be emphasized during the customer journey.One of the things that was a big topic at GetAccept was ungating the content on the website. Mathias talks through this experience and how they learned that the more they gave away, the higher quality their pipeline became.Mathias highlights the importance of understanding the maturity of your category when considering Product-Led Growth. If people don’t understand your product, they might be hesitant to sign up for it. In a similar manner, we talk about the importance of the decision-making process: can your customer actually start using the product? In the case of GetAccept the adoption is almost always a top down decision, which is more challenging for product-led customer acquisition. Regardless, Mathias advocates a product-first mindset, even if PLG is not the primary growth motion. He emphasizes that thinking product-first results in a better onboarding and software product altogether, which also helps other Go-to-Market metrics like sales conversions and retention.
Finding your place on the PLG and Sales spectrum | Japna Sethi
Apr 25 2024
Finding your place on the PLG and Sales spectrum | Japna Sethi
In the seventh episode of the Growth Machines podcast, I speak with Japna Sethi, Product and Growth leader at Calendly. Previously she has been a lead for Product and Growth at Dropbox and she built and led the Growth team at Productboard from the ground up. Each of these companies dealt with a large flow of incoming users and Japna shares how they built support and sales motions on top of this to identify and convert accounts with larger potential. In one company experiments to involve the support team at key moments led to the creation of an entirely separate team and organization that drove conversion for the business.She describes the challenges of applying the scientific method in a B2B context, which often leads to long timelines to see results for Product-Led Growth. Listen to the full episode to hear how she recommends to create a portfolio of experiments and what teams can do to make sure they don’t circle back to the same ideas without properly validating or invalidating them.[00:00] Introducing Japna Sethi [00:45] Success patterns in companies doing Product-Led Growth [04:14] Setting the right expectations in terms of timeline [07:08] Creating a Portfolio of Experiments [09:51] The API between Product-Led Growth and Sales [13:42] Common Pitfalls and Challenges [17:02] Involving Support and Customer Success [21:27] Dealing with Large User Volumes [25:28] 3 Things to Look at When Assessing a PLG strategy [29:44] Final thoughtsThis interview is part of my book about Product-Led Sales. Go to www.PLGandSales.com for more info.
The sales paradigm shift | Leah Tharin
Mar 28 2024
The sales paradigm shift | Leah Tharin
In the fifth episode of the Growth Machines podcast, I sit down with Leah Tharin. Leah is a leading Product-Led Growth (PLG) advisor for scaling B2B companies and Interim CPGO of GotPhoto. She led products like Jua and Smallpdf and is portfolio growth advisor to VC funds like Notion Capital. She writes about her experiences and hosts a podcast on Leah’s ProducTea.In our talk, Leah emphasizes the merging of PLG and traditional sales approaches, advocating for data-driven sales strategies. She warns against common mistakes such as misinterpreting user engagement as buying signals and stresses the need for iterative processes to identify genuine buying signals effectively. She also discusses successful implementations of Product-Led Sales, citing examples where expansion revenue and leveraging trials or low-cost offerings have been used to penetrate larger accounts. Leah underlines the importance of adaptation to meet market demands, particularly in maximizing efficiency and capitalizing on changing customer expectations.[00:22] Introducing Leah Tharin[00:56] The Evolution and Impact of Product-Led Sales[02:21] Combining PLG and Sales: Strategies and Challenges[03:51] Identifying and Leveraging Buying Signals[12:14] Navigating Sales Concerns[16:42] Expanding into Enterprise with PLG[23:42] Common Approaches when Introducing PLGThis interview is part of my book about Product-Led Sales which recently came out on Amazon. More info on www.PLGandSales.com.