ProductLed Podcast

How a Customer Value Focus Made GoDaddy a SaaS Powerhouse

Jul 18, 2023

GoDaddy's VP of Marketing shares how the company's success lies in customer value. They focus on understanding customer behavior, segmentation, and personalized recommendations. By scoring customer value early, progressive onboarding, and experimentation, they drive significant growth.

33:06

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Episode guests

Liz Pearce

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Episode notes

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Quick takeaways

Focusing on customer value and retention is crucial for success in the SaaS industry.

GoDaddy's culture of experimentation drives innovation and growth in delivering customer value.

Deep dives

Focus on Customer Retention and Value

One key point from the podcast episode is the importance of focusing on increasing customer value, particularly through a strong focus on customer retention. The discussion highlighted how GoDaddy emphasizes the value of its various product lines, extending beyond just domains to websites, email tools, and services. By emphasizing the expansion model and customer-focused strategies, GoDaddy aims to constantly deliver value to its customers.

Introduction

2min

Entrepreneurial Insights and GoDaddy Evolution

6min

Optimizing Customer Value in the First 30 Days

10min

Analyzing User Actions to Provide Tailored Business Suggestions and Enhance Customer Engagement

3min

Optimizing Customer Value Through Experimentation and Activation Metrics

9min

Nurturing an Experimentation Culture and Customer Engagement at GoDaddy

3min

In the competitive world of SaaS, businesses struggle to attract new customers. However, there's a winning strategy that can help you outshine your competitors: shift your focus to your existing customers.

In this episode, Liz Pearce, GoDaddy's VP of Marketing, takes us behind the scenes to reveal how the powerhouse company attributes its success to relentless evaluation of customer value.

Liz delves into GoDaddy's comprehensive strategy for elevating customer value across their range of offerings, spanning domains, websites, and productivity tools. Emphasizing the importance of understanding the customer journey and delivering personalized recommendations, she unveils GoDaddy's culture of experimentation and data-driven practices. By harnessing customer activity metrics, they fuel significant growth.

Key Takeaways:

[1:10] Liz Pearce background and experience in startups

[3:55] Variety of products and services offered by GoDaddy

[5:30] Meeting customers at different stages of their entrepreneurial journey

[8:15] Understanding and analyzing customer behavior

[10:35] Segmentation and personalized recommendations based on customer needs

[12:30] Mapping out the typical user journey and analyzing different entry points

[14:15] Scoring customer value in the first 30 days

[16:45] Progressive onboarding and providing suggestions based on customer actions

[19:00] Product example and its positive impact on customer engagement

[20:20] Importance of testing and experimentation.

[21:40] Guiding people and giving suggestions to increase customer value

[22:10] Importance of pricing and customer success in increasing customer value

[23:35] Helping customers overcome activation hurdles

[25:00] Culture of experimentation at GoDaddy and how it drives growth

[26:20] The impact of small changes and experiments on customer experience

[27:30] Measuring and optimizing the product funnel to drive growth

[39:00] Celebrating experiments and learnings within the company

[31:20] Suggestions for small companies to start with customer conversations and feedback

About Liz Pearce:

Liz Pearce is a seasoned professional in the startup world, driven by a passion for entrepreneurship. With a background in marketing, she has successfully navigated various roles within startups, including project management software and B2B-focused augmented reality ventures. Currently, Liz serves as the VP of Marketing at GoDaddy.

Links:

Liz Pearce | LinkedIn

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