Product Growth Podcast How to Drive Growth in B2B Products with, Ben Williams 2x VP of Product @Synk, CloudBees
Dec 18, 2024
Ben Williams, a seasoned 2x VP of Product at Synk and CloudBees, shares his expertise in driving B2B product growth. He discusses the necessity of simplifying products to unlock growth and reveals how Product-Led Growth (PLG) is revolutionizing the landscape. Ben highlights the importance of prioritizing actions for user activation and retention while debunking myths about PLG reliance on freemium models. He also explores collaborative strategies across teams, effective pricing, and the shift from traditional funnels to adaptive growth models.
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Over-Engineered Products
- Most B2B products become bloated due to a focus on shipping new features rather than iterating and simplifying.
- Teams rarely retire features, leading to over-engineered products.
Modeling Simplification Impact
- Model the impact of simplifying products by calculating engineering maintenance time spent on legacy features.
- Quantify the potential UX improvements from decluttering the product.
Inevitable PLG
- Product-led growth (PLG) is not binary; companies can be product-led in acquisition, retention, or monetization.
- All companies must eventually become product-led in retention to avoid being overtaken by competitors.