S1E11 - Customer-led growth: How to get started with Katya Ryabova

Apr 18, 2023

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As a SaaS founder, it is crucial to understand how to get customer insight and leverage them for the growth of your Saas business. In today's episode, our guest is Katya Ryabova. Katya enlightens us on Customer-led Growth strategy, how to get started and its place in a SaaS company. As a researcher and consultant, Katya advises over a dozen SaaS and tech companies.

Why you need to listen to Katya - As a certified Customer-Led Growth consultant, She has gained immense experience working with many SaaS and tech companies. Over the past 13 years, she has built on her social research background to help SaaS founders to run their customer research and turn it into actionable insight that informs the decision-making on their product and marketing.

What is Customer-Led Growth strategy (CLG)- Katya defines Customer-Led Growth strategy as an array of repeatable strategies that a business owner can implement at every strategy to realize growth. It entails gathering customer information, interpreting it, and mapping it according to the ideal customer profile. It is an effective strategy for understanding the gaps and opportunities in the market to enable customers to find you and convert quicker. Katya clarifies that CLG is not a substitute or competitor to sales-led growth or Product-Led Growth strategies. She sees it as a foundation by which a SaaS founder can implement along with other growth strategies.

Timecodes

(0:30) Introduction of today's topic and guest expert
(1:28) Why do you need to listen to Katya
(02:01) What is a Customer-Led Growth strategy (CLG)
(05:08) Minimum requirements for implementing CLG strategy
(06:54) Importance of understanding your ideal customer profile (ICP)
(08:58) Metrics for measuring the success of CLG strategy
(10:35) Common mistakes in implementing CLG strategy
(14:54) Strategies for implementing CLG
(21:32) Challenges when implementing CLG strategy
(25:57) Seeking a mentor or consultant for CLG strategy
(28:24) Affiliate marketing and Customer-Led Growth strategy
(29:42) Advice to SaaS companies depending on their revenue
(33:48) Katya's contact information