At Webflow, we've taken a different approach for understanding how to drive activation versus other areas of growth where you have a finite point in time. And so one of the things we did early on is we realized that the user research we did needed to be very specific. We asked them to screen record their each session they had and talk out loud as they were learning the product. This was super helpful for our team to identify the specific insights of what was happening within that user journey.
Our guest today is Melissa Tan, GM of Self-Service and Head of Growth at Webflow and formerly Head of Growth and Monetization for Dropbox Business.
In today’s conversation, she unpacks the nuances between the two PLG businesses and how growth strategy changes for a more complex product like Webflow, including:
- Designing and structuring a growth org
- The right way to tackle goal-setting
- How Webflow’s pricing and packaging has evolved
- How to calibrate pricing feedback
You can email us questions directly at review@firstround.com or follow us on Twitter @firstround and @brettberson.