Software Snack Bites

#9 Kyle Poyar (Operating Partner at Openview) - Detailed Tips & Tactics for PLG motions, Pricing & Packaging, Product Led Sales & Marketing Tips, and Specific Case Studies

May 24, 2023

Kyle Poyar, Operating Partner at Openview, shares detailed tips on PLG motions, pricing & packaging, and product led sales & marketing strategies. The podcast covers case studies, reverse free trials, user experience in sales, software marketing approaches, churn reduction, different pricing models, and advice for founders implementing PLG strategies.

58:44

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Episode guests

Kyle Poyar

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Quick takeaways

Implementing PLG requires careful evaluation of motivations, commitment level, and a period of transition inefficiency.

Identifying the key performance indicator (KPI) specific to each company is crucial in the PLG motion.

PLG companies can find success by transitioning from single-player to multiplayer modes through innovative pricing strategies.

Deep dives

Product-Led Growth: Driving Customer Expansion and Acquisition

Product-led growth (PLG) is a broad concept that focuses on using the product itself as a driver for customer expansion, acquisition, and conversion. PLG is about creating automated product-based solutions that enhance the customer experience and increase efficiency. Companies aiming for PLG are not necessarily fully self-serve with no sales involvement but rather automate traditionally manual processes to provide a better customer experience. PLG companies can experience faster growth and become more efficient in the long run.

How to Balance Acquisition and Modernization With Loss Aversion

01:00

Introduction

2min

Understanding Product-Led Growth and Its Frameworks

19min

Reverse Free Trials in Product-Led Growth

5min

Product Led Sales: Prioritizing User Experience

6min

Marketing Strategies and Approaches in the Software Industry

13min

Minimizing Churn and Balancing Cost Structures in PLG Models

4min

Pricing Models: Seat-Based vs Usage-Based

5min

Advice for Founders Implementing a Product-Led Growth Strategy

4min

Kyle Poyar is Operating Partner at Openview focused on PLG, pricing & growth. He writes the amazing and widely read newsletter, Growth Unhinged, which is one of my favorite weekly reads (multiple times a week!). It’s a wealth of information and I highly recommend listeners subscribe. Kyle joins us today to dive into all things PLG. He shares detailed and highly actionable tips with real-world examples of the countless startups he’s studied and worked with. We talk about PLG motions, multiplayer vs single-player, pricing & packaging, marketing tactics, retention and more. We could have gone on for much longer and may have to do a follow-up in the future. This episode is frankly helpful for anyone, founders, startup employees, customers, and investors both public and private.

Where to Find Kyle:

* LinkedIn: https://www.linkedin.com/in/kyle-poyar/

* Twitter: https://twitter.com/poyark

* Growth Unhinged Newsletter: https://kylepoyar.substack.com

Where to Find Shomik:

* Twitter: https://twitter.com/shomikghosh21

* LinkedIn: https://www.linkedin.com/in/shomik-ghosh-a5a71319/

* Software Snack Bites Newsletter: https://www.shomik.substack.com

* Software Snack Bites Podcast: Apple Podcasts, Spotify, Google.

In this episode, we cover:

(00:35) - Kyle’s Background

(01:49) - What is Product Led Growth