What is product-led growth and does it lead to long term conversion of leads? What does customer-led growth mean? How can all teams in a company align to ensure they achieve shared goals?
In this first episode of Customer Led Growth, two leading marketers Tim Davidson and Adam Goyette join our host Olivier Labbe to answer these questions.
Tim Davidson is the senior director of marketing at Directive. He has a wealth of experience, worth over 10 years, in marketing.
Adam Goyette is the founder of Curdis and formerly worked in G2 and Help Scout in marketing roles.
In this episode, they share deep insights into the dynamics of product-led growth in marketing covering issues such as;
The effectiveness of free trials
Building alignment across teams to improve buyer experience
Key performance indicators for a good buying experience
Highlights
(3:47) How to make a SaaS product more compelling to buy in today’s world
(6:42) Product-led growth versus sales lead
8:50 Does free trial conversion have a high conversion rate?
(13:25) Free trial with limited access to certain functionality for buyers
(14:44) Should sales, marketing, and product teams be involved in the buying process?
(17:45) KPIs for developing a good buying process
(19:13) What does ‘customer-led growth’ mean?
(23:13) How to ensure there is alignment across teams in the buying process
(31:24) Tim & Adam’s best SaaS purchasing experience
(35:56) A piece of advice from Tim & Adam for marketers
Quotes
‘Most people aren't relying on all the companies that save. They all say the same thing; ‘we’ll save you time, we’ll save you money’. And that's the pitch. It's like everyone comes with that pitch, so people trust other people. Figuring out ways you can create superfans and people that are in these communities who are singing the praises of this company is going to be key.’ -Adam
‘You don’t have to be better, you have to be different’ -Tim
‘I think one of the keys to having a good conversion is product lead growth. Let's just spin up a way for people to get access to the product and start a trial. There's two big problems that you have to solve. One is; what is the main thing they're trying to accomplish within the product that you need to get to that moment and how do you build experiences around that.’ -Adam
‘You need all the aspects of it. The buying experience needs to have marketing because marketing can't just be dishing in 1000 bad leads if the sales team can't do anything with it. They need to have that message, they need to have the website optimized. Like everything needs to be selling the product the right way.’ -Tim
‘You need to figure out how to let someone become a customer. Everything should be around what the customer actually cares about. And if you do that, you're going to see immense growth. Right now, there's a lot of friction on the B2B buying process on how to do marketing because of expectations from a lot of companies. So at the end of the day, what matters is how we make it so the customer actually likes buying a product and likes being a customer.’ - Tim
‘Looking at the way you're doing your marketing, you just say; ‘How do we approach this a little bit differently?’ Whether it's direct mail, ads, or the brand itself, or the type of content you're putting out there.’ -Adam
Learn more about Tim & Adam:
Tim’s LinkedIn: https://www.linkedin.com/in/tadavidson41/
Tim’s Tiktok: https://www.tiktok.com/@the_tim_davidson
Adam’s LinkedIn: https://www.linkedin.com/in/adam-goyette/
Adam’s Website: https://www.curdis.co/
This episode was presented by TextBox. To learn more about how TextBox can help your business, visit their website at www.testbox.com.
