ProductLed Podcast

In this episode of our “deep dive series,” we are thrilled to be joined by Greg Leach, a seasoned tech growth leader who has a proven track record of developing and implementing business growth models and strategies that can scale.  Greg shares his insights on launching a Product-Led pricing page, the associated challenges that come with it, and how to optimize its features for maximum impact. If you want to check out his article on the same topic, you can view it here → https://productled.com/blog/how-to-build-a-saas-pricing-page Key Takeaways [2:02] Crafting a Winning Product-Led Pricing Page [4:32] Overcoming Challenges when Launching a New Product [7:00] Gain Market Insight to Drive Success [8:44] Conduct User Validation with Product Feature Surveys [10:06] Make Pricing a Top Priority [11:19] Designing Your Pricing Page for Maximum Impact [12:54] Launching and Fine-Tuning Your Pricing Page for Optimal Results [20:06] Validating Your Pricing Page through Signup and Conversion Rates [26:03] Set Up KPIs and Data Measurement Tools Before Launching [28:43] Expert Tips and Best Practices for Optimizing Your Pricing Page About Greg Leach: Greg is an exceptional leader, innovator, and perpetual learner who continuously embraces new experiences. With his analytical mindset and data-driven approach, he fearlessly takes on challenges and constantly seeks honest feedback to drive his growth. Greg's unwavering passion for innovation and willingness to experiment with new ideas sets him apart as an inspirational leader. Profile Greg’s LinkedIn Link ProductLed Book

Katya Rozhko from Amplitude is joining us for the next episode of our PLG False Starts Series with Mario Araujo. This series shares the stories behind PLG implementations and failures. In this interview, we explore key lessons learned while building the PLG powerhouse Amplitude, including the pitfalls of perfectionism and how it can hinder experiment implementation timelines with diminishing returns.  Kayta also shares valuable insights on the importance of time and how to find creative solutions to problems and she also discusses optimization strategies and the importance of considering future plans in the PLG arena. Key Takeaways [1:41] Katya’s brief background story [4:35] The convenience of having data readily available without relying on a data scientist is invaluable [8:05] Launching successful product campaigns [10:20] Adapting your workflow is crucial for achieving upgrades [13:27] Flexibility should be prioritized when running campaigns [16:49] Consider the entire customer journey and what comes after [18:50] Embrace experimentation and novelty without fear [22:41] If possible, strive to become proficient in "Do It Yourself" tasks instead of waiting [26:25] Key takeaways for listeners to maintain growth and development, as shared by Katya. About Katya Rozhko Katya Rozhko is a Ukrainian-American with a non-standard background. She studied foreign languages and literature in Ukraine before moving to the US at the age of 19 with just $60 and limited English proficiency. Katya worked as a ballroom dance instructor and competed professionally in Latin American ballroom before co-founding a marketing agency in NYC that focused on user acquisition and growth. She later landed her first growth product role at Kinjo, an ed-tech startup in Austin, TX. Katya went on to become the second lifecycle manager at Rippling and eventually joined Amplitude's growth and monetization team. Currently based in San Francisco, CA, Katya is passionate about growth and development. Profile Katya Rozhko on LinkedIn Kayta Rozhko on Twitter Kayta Rozhko’s Newsletter Links  Amplitude Visit marioaraujo.co and productledstack.co.

In today’s episode of the CEO series, our guest is sharing her experience with building a successful product-led company in just 3 years through strategy and innovation.  We’re thrilled to invite May Habib, the CEO and founder of Writer, a powerful full-stack AI writing platform that is customized for every kind of client! If you’re currently leading a product-led team, this episode might be just what you need to bring your company to the next level! Join us for a riveting episode on how to craft a strategic plan from scratch, landing on your laser-focus target demographic, and creating a solution for the entire user journey. With their unique propositions and scaling strategy, Writer has succeeded in rising above their tech competitors.     So if you’re interested in learning about the winning secrets to a successful PLG company, don’t miss out on this episode! May’s experiences are incredibly enlightening as walks us through how Writer chose free versus paid trials, overcame low activation rates, and increased their net revenue retention (NRR). Key Takeaways [1:40] What Makes Writer.com So Special [3:45] How Writer Addresses The Limitations of Current AI [6:00] Protecting The Data Privacy Of Users [13:50] Scaling To 100 Enterprise Customers In 14 Months [18:10] How To Build A Succesful PLG Strategy [22:45] Building A Broad Footprint For Use Cases [26:30] Why NRR Is One Of The Most Important Metrics [30:10] Optimizing Your Pricing and Packaging Strategy [34:55] How To Determine Free Vs. Paid Functions  [36:30] Framing Team Problems In PLG [39:30] Overcoming Low Activation Rates [42:55] When Is The Best Time For Sales Outreach [46:20] May’s Best Advice For Fellow PLG CEOs  About May Habib May Habib is co-founder and CEO of Writer, an AI writing assistant for teams. May graduated with high honors from Harvard, is a member of the World Economic Forum, and is a Fellow of the Aspen Global Leadership Network. Profile May on Twitter Writer on Twitter Writer website Writer on LinkedIn

Integrating PLG motions into your company never has a one-size-fits-all solution, but taking notes from previous success stories can be incredibly insightful. In this week’s episode, we’re joined by Jesús Requena, a highly experienced Growth and Marketing professional who previously worked at successful companies such as Unity, Figma, and Falcon. Today, we’re thrilled to hear about his extensive experience in leading teams and companies to grow through best practices and case studies in product-led growth! Tune in as Maja and Jesús discuss how to identify the best-fit PLG motion for your business model, reach your ideal customer, and how to actually nurture a strong and supportive community of users. If you’re passionate about optimizing your acquisition and activation processes, then this episode is perfect for you! Join us for an episode jam-packed with realistic advice, tried-and-tested strategies, and a wealth of experience to learn from our esteemed guest.  Key Takeaways [0:40] The Beginning of Jesus’ Story [3:15] Which PLG Motion Is Best For Your Company [7:50] The Secret to Identifying Convertable Customers [11:15] High-Level Case Studies From Jesus [14:55] How To Find Your Target Customer [19:10] The Easiest and Most Effective Way To Collect Data [22:05] The Problem With Traction Channels [25:05] Which Metrics You Should Be Tracking [30:10] How To Achieve High Organic Acquisition  [31:43] How To Know If Affiliate Programs Are Right For Your Brand [33:15] Nurturing A Community For Long-Term Support [38:45] The Key To Testing Out Hypotheses  [44:25] Shift Your Perspective On Failure About Jesús’ Requena Jesús’ Requena is currently Marketing + Growth at Hex and previously served as the VP of Growth Marketing at Figma. He’s passionate about helping companies grow and focus on user value to attract, activate and convert users to paying customers. Profile Jesús on LinkedIn

False starts in PLG might seem disheartening, but our guest today shares a unique perspective that might change the way you see failure. In today’s episode, Mario is joined by Andrew Capland, founder of Delivering Value. Over at DV, Andrew coaches small to mid-sized SAAS companies on how to scale product-led businesses. With 1:1 coaching for heads of growth, PLG advising for SaaS teams, and insightful digital products, Delivering Value is dedicated to helping early-stage tech companies avoid common mistakes and scale much faster. If you’re a first-time founder or a team leader in the product-led space, then this episode might be just what you need! In this episode, we discuss Andrew’s experiences with failure and how his passion for experimentation paved the way to his success. Based on his past experiences and advice from mentors, Andrew shares his invaluable insights on being an effective leader amid false starts, enabling growth in your teams, and even tips on finding the best work environment for you to thrive in.  Key Takeaways [1:20] Andrew’s Career Journey [3:25] How Andrew Delivers Value [6:25] What Most People Struggle With [8:05] Andrew’s Advice On Taking Growth Roles [10:15] How To Stand Out In The Interview Process [12:55] Enablers vs. Diminishers Of Growth: Which One Are You? [15:55] Rewire Your Perspective On Failure [20:20] Micromanaging: Yay or Nay? [24:50] Why Experimentation Can Be Exponentially Helpful [27:55] How Managers Can Better Facilitate Learning And Growth About Andrew Capland Meet our growth expert with over 15 years of experience in B2B SaaS, having served as a 2x Head of Growth. With an impressive journey that includes leading growth efforts at HubSpot, Wistia, Postscript, and several other startups, this individual has developed a reputation for thriving in the gray area between marketing, product management, and business intelligence. About Mario Araujo Mario Araujo is a B2B Growth advisor and interim leader. He was an early employee of OutSystems and left close to its 9.6B valuation, and later joined Softr. You can find out more about his work at marioaraujo.co or visit his side project at productledstack.co. Profile Andrew Capland on LinkedIn Andrew on Twitter Delivering Value Podcast

When your current sales model seems to be working, why bother rocking the boat? But what if we told you that you could implement a product-led motion alongside your current sales motion? In this week’s episode, we’re talking with Tami Reiss, a Product Leader Coach who helped JustWorks roll out their highly successful self-serve model. JustWorks helps companies manage four business essentials on one simple platform: payroll, compliance, benefits, and HR. Join us as Tami talks about how she helped boost JustWorks’ sales through simple PLG steps. With over two decades of experience helping tech companies strengthen and deploy product strategies for growth, Tami shares her wealth of knowledge on achieving PLG goals for both small and big businesses. Key Takeaways [1:55] What Started The Shift For Justworks [4:10] Managing Resistance From Sales Teams [6:15] How to ACTUALLY Start A PLG Shift [10:10] Sales People = Nudging People [11:55] How Self-Service Topped The Leaderboard [14:05] How Justworks’ Self-Service Funnel Works [17:00] Helping Small Businesses Grow [22:50] The Importance Of Digital Efficiency [27:10] How To Motivate Your PLG Team [29:45] Get Product Led Coaching From Tami! About Tami Reiss Tami Reiss is an experienced product executive who works with tech product leaders and teams to realize their potential by focusing on their strengths to advance toward their goals. Profile Tami Reiss on LinkedIn Tami on Medium Other Podcast Appearances: https://productleadercoach.com/podcast-speeches  Justworks Website Justworks on LinkedIn Justworks on Twitter

User onboarding is one of the most crucial elements of a product-led growth strategy. In this insightful episode of the ProductLed Podcast, Joshua Waldman and Trevor Hatfield from Inturact, share their process of mapping out the user onboarding journey.  They also provide insight into how you can approach team alignment, and the key metrics companies should monitor during the entire process based on their years of experience helping Silicon Valley and Fortune 500 companies increase their revenues by as much as 200%. Watch the video in Youtube GRAB A COPY of Team Scorecard Template here ⇨ https://docs.google.com/spreadsheets/d/1KDv4IIfkj5_wTyYNnANeX5s4qsO-77AFJFfJQA7YNa8/edit#gid=0 Get the Customer Journey Map here ⇨ https://inturact.innertrends.com/customer-journey-metrics/1676494765ad25246167f7df15 Key Takeaways [1:10] The Origin Story Of Inturact [2:30] A Sample User Onboarding Map [3:15] The Three Most Important Metrics [6:25] What Happens When Companies Don’t Have A Plan [9:05] Where Does User Onboarding Even Begin And End [14:50] Understanding The Difference Between User Onboarding Vs. Customer Onboarding [16:40] Inturact’s Secret Ingredient  [25:00] Diving Into A Case Study With Inturact [28:30] Final Tips For Aligning Your Teams About Trevor Hatfield ​​Trevor Hatfield is the CEO of Inturact whose focus is to align your web-marketing with your sales objective using the latest methodologies and technological solutions to expand your reach, build your brand, and increase your revenue. Inturact has run successful campaigns for startups up to fortune 500 brands. Trevor’s specialties cover SaaS & Product Marketing, Inbound Marketing, Growth Hacking, Web Design Development, Content Marketing, Graphic Design and Data Analysis – everything you need to turn your web presence from an immovable object to an unstoppable force. About Joshua Waldman Joshua Waldman is currently the Client Account Manager of Inturact. With more than 13 years as an entrepreneur and product leader, his passion for product management and customer empathy has driven him to write a For Dummies book, self-publish, and contribute to publications like Forbes and HuffPost. Guest Resources: Check out Trevor’s socials! Trevor on Twitter Check out Joshua’s socials! Joshua on LinkedIn Learn more about Inturact: Inturact Website

This is the first episode in our PLG False Starts series with Mario Araujo. Pivoting your company towards a product-led motion can be challenging. As upper management, how can you address friction happening within your organizational structure and your external business strategies? As the founder of Sherlock and current Head of Product and Engineering at Copper, Derek shares his wealth of knowledge and experiences. Tune in for this week’s episode with Mario Araujo as Derek shares three powerful learning experiences in creating an organizational culture and structure optimized for PLG.  We also dive into the warning signs that your company is in a false start, the potential ways you may be harming the growth of your Sales team, and how to marry the PLG values with the goals of your Sales teams. Show Notes [1:20] Introduction to Derek Skaletsky and Copper [4:18] Looking Back On Copper’s False Start [8:20] Identifying The Warning Signs Of A False Start [9:30] The Anatomy of a Cross-Functional Team [13:25] How Misaligned Sales Incentives Can Hinder Growth Dd [18:05] Pivoting a Sales Commission Model [19:55] Side Effects of the Customer [21:30] Handling An Influx In Customer Leads About Derek Skaletsky Derek is the founder of Sherlock and current Head of Product and Engineering at Copper, the only Google-recommended CRM that helps teams build better relationships to drive lasting revenue. Profile Derek on Twitter Derek on LinkedIn Copper Website

This is the second episode in our PLG Founder Story series. Making the shift from a sales-focused business to a product-led company can be challenging, but the results make the journey worth it. In this week’s episode, Clate Mask is here to share how Keap succeeded in making the jump to PLG. As the co-founder and CEO of Keap, Clate is dedicated to helping millions of small businesses automate their processes and focus on exponential growth. With more than 20 years of experience, Clate is excited to share his experiences and expertise in pivoting Keap into a product-led company. Tune in for this week’s episode as we talk about managing the ups and downs of a transition to being product-led, working through internal tensions, and identifying organizational strategies to align with PLG. Show Notes [1:00] The Origin Story of A $100 Million Business [3:40] Pivoting To A PLG Company [11:13] Setting Expectations Across the Board [12:43] Steps for Planning a Shift to PLG [15:18] Making Your Product Free Vs. Free Trial [23:50] How Keap Overcame Roadbumps In The Rollout Phase [29:00] Integrating The Role Of Sales In PLG  [35:22] Organizational Strategies to Achieve PLG Values [38:10] Cultural Changes to Expect  [40:50] Celebrating Wins Over At Keap About Clate Mask Clate Mask is the co-founder and CEO of Keap, the leading all-in-one sales and marketing software built for small businesses. Clate has also authored a New York Times best-selling book, Conquer The Chaos: How to Grow a Successful Small Business Without Going Crazy. Profile Clate on Twitter Clate on LinkedIn

We record our remote interviews with Riverside. Try it out here and use code PRODUCTLED for 15% off! -- Every startup struggles with growth somehow, but it doesn’t always have to be so difficult. In this week’s episode, we talk to Anuj Adhiya, an esteemed growth advisor for more than 100 startups. His previous roles in Sophya, The Predictive Index, and Growth Hackers means he has extensive experience in perfecting the approaches to growing a successful company. Tune in as we dive into the importance of identifying assumptions and setting goals – the right way. By taking a look at the current landscape of product-led growth and analyzing the DNA of successful startups, Anuj shares his invaluable expertise on how you can reimagine growth for your company. Show Notes [1:05] Anuj’s Passion For Growth [5:00] How To Give Users a Wow Moment [8:20] Delivering on Your Promises [12:30] What Startups Need to Focus On [15:30] How You Could Be Setting Goals Wrong [19:35] PLG Approaches for New Startups [21:20] The Importance of Identifying Assumptions [22:57] A Must-Try Exercise for All Stage Companies [25:35] What Can We Learn From Successful Growth Stories [27:32] Where Marketing Teams Can Learn From [31:10] Making Data-Driven Decisions as an Organization [33:39] How the Product-Led World Is Changing About Anuj Adhiya Anuj Adhiya is the author of 'Growth Hacking for Dummies' (Wiley & Sons, April ’20). As a renowned startup mentor, educator, and growth advisor, Anuj is committed to helping companies. As a Growth Mentor at Seedstars and Marketing Specialist at Harvard Innovation Labs, he helps startups uncover their best growth opportunities and solve early growth challenges. Before this he was the Category Growth Lead at The Predictive Index where he owned the site that successfully launched the talent optimization category. He was also the Director of Engagement and Analytics at GrowthHackers where he grew the world's largest growth community working directly with Sean Ellis, the godfather of growth hacking. Profile Anuj on Twitter Anuj on LinkedIn Growth Hacking for Dummies