SaaS Growth

2min Snip

00:00

Play full episode

Summary

Transcript

Episode notes

The arc of that change for us was shifting from being a growth org focused on revenue. And we felt that focusing on revenue led us to make some decisions that were a bit more short term oriented than would be ideal. Focusing on user growth is actually the right call, and in doing that, we felt more strategic clarity and we're able to move faster.

Brought to you by Public—Invest in stocks, treasuries, crypto, and more: https://public.com/lenny | Miro—A collaborative visual platform where your best work comes to life: https://miro.com/lenny | Eppo—Run reliable, impactful experiments: https://www.geteppo.com/

—

Lauryn Isford is a product growth leader and practitioner, who most recently led Growth at Airtable, and is about to start something new 🤫. In today’s episode, we get into the many tactics Lauryn has learned about optimizing onboarding flows. Lauryn describes how overhauling Airtable’s onboarding led to a 20% increase in activation rate, the company’s unique segmentation process, and why North Star metrics are so vital. Lauryn also shares her framework for a PLG growth funnel, and how to use a reverse trial to leverage the benefits of both freemium products and trials. If you’re looking to find growth opportunities within your funnel, this episode is for you.

Find the full transcript here: https://www.lennyspodcast.com/mastering-onboarding-lauryn-isford-head-of-growth-at-airtable/#transcript

Where to find Lauryn Isford:

• Twitter: https://twitter.com/laurynisford

• LinkedIn: https://www.linkedin.com/in/laurynisford/

Where to find Lenny:

• Newsletter: https://www.lennysnewsletter.com

• Twitter: https://twitter.com/lennysan

• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/

Referenced:

• Sprint: How to Solve Big Problems and Test New Ideas in Just Five Days: https://www.amazon.com/Sprint-Solve-Problems-Test-Ideas/dp/1442397683

• Blue Bottle coffee: https://bluebottlecoffee.com/

• Airtable: https://www.airtable.com/

• How to determine your activation metric: https://www.lennysnewsletter.com/p/how-to-determine-your-activation

• Elena Verna on Lenny’s Podcast: https://www.lennyspodcast.com/elena-verna-on-how-b2b-growth-is-changing-product-led-growth-product-led-sales-why-you-should-go-freemium-not-trial-what-features-to-make-free-and-much-more/

• The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company: https://www.amazon.com/Ride-Lifetime-Lessons-Learned-Company/dp/0399592091/

• Rocket Men: The Daring Odyssey of Apollo 8 and the Astronauts Who Made Man’s First Journey to the Moon: https://www.amazon.com/Rocket-Men-Odyssey-Astronauts-Journey/dp/081298871X

• Fifth & Mission podcast: https://podcasts.apple.com/us/podcast/fifth-mission/id1457274965

• The White Lotus on HBO: https://www.hbo.com/the-white-lotus

• Belfast: https://www.imdb.com/title/tt12789558/

• Figma: https://www.figma.com/

• Miro: https://miro.com/

• Zoelle Egner on Lenny’s Podcast: https://www.lennyspodcast.com/videos/what-pr-is-and-isnt-good-for-according-to-zoelle-egner-head-of-marketing-and-growth-at-box/

In this episode, we cover:

(00:00) Lauryn’s background

(03:48) Lauryn’s spicy take on experimentation

(06:44) Why doing the right thing for customers should be the ultimate goal

(08:54) How Airtable rolled out Airtable Forms with A/B testing

(11:38) The importance of onboarding