ProductLed Podcast

How Userflow Bootstrapped to 7-Figure ARR With 3 People and a Product-Led Approach

Jul 12, 2022

Esben Friis-Jensen, Co-founder and Chief Growth Officer at Userflow, discusses how they bootstrapped to 7-figure ARR with a product-led approach. They emphasize the importance of UI/UX, customer feedback, and building a strong product. They share initial steps to scale the business, differentiate between SEM and SEO, and maintain customer focus. They also highlight the value of authentic marketing, testing messaging, and aligning it with customer needs. Lastly, they discuss the transition to a product-led company, simplifying teams, and managing growth.

01:02:01

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Esben Friis-Jensen

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Episode notes

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Quick takeaways

Focus on acquisition channels, such as SEM and SEO, to drive business growth.

Refine messaging and optimize conversion process to improve user onboarding and conversion rates.

Utilize personalized emails and in-app messaging to engage and retain users, while also providing strong support channels.

Deep dives

Acquisition: Doubling Down on Channels

The podcast episode discusses how the company User Flow achieved significant growth by focusing on acquisition channels. They doubled down on SEM (search engine marketing) and added SEO (search engine optimization) to the mix. The company targeted user onboarding as a hot topic in their SEM campaigns. They also leveraged G2 reviews to enhance their brand and attract more users. The episode emphasizes the importance of building strong acquisition channels as the foundation for business growth.

Introduction

3min

Building a Product-Led Company and the Value of Customer Feedback

10min

Differentiating between Good and Great Content

2min

Marketing Strategy and Focusing on Acquisition

21min

Understanding the Difference Between Horizontal and Vertical Businesses

2min

The Importance of the Free Wedge and Personalized Onboarding Strategies

4min

Building a Product-Led Company

21min

Esben Friis-Jensen is the Co-founder and Chief Growth Officer at Userflow, a no-code builder for in-app onboarding and surveys that allows SaaS businesses to be more product-led. Userflow is 100% bootstrapped, and with just 3 people they have achieved 400+ customers and a 7-figure ARR (annual recurring revenue). Let's learn how they have been able to do this by having a product-led growth approach that focuses on the UI/UX of their product as well as building the strongest product possible.

Show Notes

[2:59] Do they just need a growth person, and how did the whole idea start?

[5:35] Product-Led Growth facilitates the retention of direct customer feedback

[8:13] What are the first big initial steps that he took to scale up his business?

[11:43] You need to have a lot of integrity and certainty in what you’re doing.You need to believe in the product that you’re selling

[14:15] How does he differentiate SEM from SEO?

[17:12] What’s the next big step that he took to 5x the business?

[21:12] Esben walks us through how he refines value propositions

[33:26] The more open your messaging is, the more different kinds of users you will have

[42:44] How does his company maintain customer focus?

[50:12] Esben’s deliberate game plan for his business

About Esben Friis-Jensen

Esben Friis-Jensen is the co-founder of Userflow, a no-code platform for building onboarding guides and product tours.Before working on Userflow, he co-founded an application security platform called Cobalt. Additionally, he has a background as an Accenture consultant with more than three years of experience in test and deployment management of global IT implementations.

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