ProductLed Podcast

Ben Williams is the VP of Product (Developer Journeys, PLG) at Snyk. He joined Snyk over a year ago and spearheads the product management for Product-Led Growth and helps the company propel towards its growth trajectory. He’s on the show today to give us an idea of how they strategize their growth, identify growth loops, and maintain well-balanced communication at Snyk that made a big impact on their success. Show Notes [0:39] What got him into the world of PLG? [2:01] Talks about Snyk’s first premium model [4:35] Why is it that their first iteration wasn’t that successful?  [6:31] Initial problems that they’ve had to address that contributed to their success [10:33] How do they try to centralize everything and tackle specific problems within their team? [18:08] Focusing on a user’s path to value rather than their path to revenue [19:13] How did they utilize their product to acquire more users? [26:47] It is critical to develop a high-level PLG strategy. [33:1] On team-based accountability for achieving outcomes  [38:43] How aligned leadership is important About Ben Williams Ben is a highly motivated, enthusiastic and energetic product and growth executive with years of expertise across a wide range of industries. He specializes in product leadership and management. and is always passionate about excellence and doing better. Link Snyk Profile Ben’s LinkedIn Profile

We’re launching something new and we’re excited to share it with you! Introducing the Product Led Scorecard, a free tool that helps you understand what those levers in your business that you really need to be focusing on are. Tune in because we have a little treat to offer to our loyal podcast listeners by the end of this episode. Show notes: [0:42] The four main levers of growth for product-led businesses [1:35] Make sure that you’re making progress in your Product Led journey [2:05] The benefits of Product-Led Scorecards for your company [3:16] You’ll get a chance to have a personalized video and go through your results Link: Product Led Scorecard

Francis Brero is the co-founder and CPO of MadKudu. A data scientist obsessed with leveraging science to improve efficiency and effectiveness, Francis converted to sales along the way. He shares how he helps B2B SaaS companies get the most out of their inbound pipelines by automating the high-cost, low-leverage work of researching, qualifying, and engaging leads. Show Notes [00:43] Rollout a PLG or enterprise motion [03:27] Misconceptions around enterprise sales and PLG [11:18] The difference in the level of understanding of the value proposition [17:36] User-centric versus holistic view in an enterprise potential deal [22:30] Compensation for high-touch and low-touch [24:40] Recommendations for implementing enterprise sales in a product-led business About Francis Brero Francis Brero is obsessed with leveraging science to improve efficiency and effectiveness. He is a data scientist converted to sales along the way. Currently, he helps B2B SaaS companies get the most out of their inbound pipelines by automating the high-cost, low-leverage work of researching, qualifying, and engaging leads. Links MadKudu Top 10 Learnings About Free Trials From Open-Source to Enterprise Personalize Your Buyer Journeys Profile Francis’ Linkedin

Brian Crofts, Chief Product Officer at Pendo shares the five main parts of the Innovation System Pendo uses to help their Product Teams become more outcome orientated. In this talk, you will learn the core principles of the Innovation System that can be applied to any team. And when applied correctly these principles don't just empower your team but also create trust and produce consistent results. Learn how empowered teams become trusted teams when given the right set of tools. Key Takeaways - How to create trust - How innovation systems can help you maintain outcomes consistently - What sort of environments foster a high-performing team - Design system in context with your team's innovation system Additional Resources How to Be a Great SaaS Product Manager→ https://productled.com/saas-product-manager/?utm_source=video&utm_medium=Webinar+Highlights&utm_campaign=Brain+Croft Data-Driven Storytelling: A Guide for SaaS Product Managers→ https://productled.com/blog/data-driven-storytelling-saas-product-managers/?utm_source=video&utm_medium=Webinar+Highlights&utm_campaign=Brain+Croft Trend Forecasting for Product Managers→ https://productled.com/blog/trend-forecasting-for-product-managers/?utm_source=video&utm_medium=Webinar+Highlights&utm_campaign=Brain+Croft Learn more about PLG by reading the bestselling book: Product-Led Growth: How to Build a Product That Sells Itself → https://productled.com/book?utm_source=video&utm_medium=Webinar+Highlights&utm_campaign=Brain+Croft Stay Connected Don't forget to subscribe to our channel and follow us on LinkedIn and Twitter for many more product-led growth tips! LinkedIn: https://www.linkedin.com/company/productledinc/ Twitter: https://twitter.com/productled SUBSCRIBE to become great at Product-Led Growth! https://www.youtube.com/c/productled

Gina Allman is ProductLed’s content specialist. Her diverse background goes from finance to marketing. Despite the disparity, Gina can still draw the line from those various disciplines and apply it to marketing and product-led growth. She shares how she creates original content for the blog even when there is not much to find out there. Show Notes [00:58] Researching for content is not an easy task [03:58] The 50 best PLG examples and what stood out the most [08:37] A major principle of PLG is a great user experience [10:08] What made other companies stand out [14:28] Two key takeaways for freshly transitioning businesses About Gina Allman Gina Allman is a content specialist at ProductLed. She has held positions in a variety of disciplines, including finance, marketing, and content writing. Link ProductLed Profile Gina’s LinkedIn

Hila Qu is the director of growth at GitLab, a developer platform. GitLab offers a powerful platform that enables developers, engineers, and teams to build, release, and deploy very efficiently. The company started as an open-source product, but it became a PLG business as it has the criteria to be one. Due to its large free user base, GitLab was able to launch a PLG motion. Data on how users utilize the platform also allowed them to understand which features they use and what behaviors indicate that they are likely to convert to potential PQ. Hila provides details on how she created all these from scratch to grow GitLab and gives the six steps to launch a PLG motion. Show Notes [00:47] What GitLab is and how they started the PLG motion [08:44] How existing sales motion works before getting into the PLG side of things [17:18] Aligning on the customer journey and funnel design [31:00] Organize the right teams the right way [36:07] Recommendations for infrastructure and tool stack dependent on company size [40:45] How to identify the highest ROI focus area for PLG efforts [46:28] Anticipating common challenges and building the PLG culture [49:56] Hila’s advice for starting a PLG motion  About Hila Qu Hila is a uniquely talented growth leader. Prior to her current role at GitLab, Hila worked at Acorns, a financial technology, and services company that specializes in micro-investing and robo-investing. At Acorns, she founded and developed the growth team into a 20+ member team, drove the customer base from 1M to over 4M, and launched two new product lines. Now at GitLab, she leads their growth product team that has since generated over $1.5M incremental ARR from growth product initiatives & experiments in just the first six months. Needless to say, Hila lives every day in the world of growth, retention, analytics, and products (some nights too). Link GitLab Profile Hila’s Linkedin

Torben Schulz is the founder and COO of Rows, a platform that allows users to create applications using only spreadsheet skills. Of course, not everyone can code, but everyone knows how to use a spreadsheet. From that idea, Rows was made. Its user-friendly interface as a web app makes it easier for people to automate data, create reports, enrich spreadsheets, and other functions. It is a server-based spreadsheet with integrations and web requests. Their mission at Rows is to make things efficient for the user to become more productive. Torben tells how this upgrade from existing spreadsheet software earned them 30,000 users in less than eight months.  Show Notes [00:40] An upgraded spreadsheet for the business-minded [04:30] A horizontal productivity tool in contrast with its vertical counterpart [09:35] Use cases: should you tackle things one at a time or all at once? [15:33] Looking through the selection stage of the main use case and double down on reporting [21:02] Improving virality to ensure user retention by revolving user experience around sharing [27:46] The people behind Rows who make the decisions and what to do next [34:39] Looking at user growth instead of monetization to focus on the right initiatives [37:01] Keep the resilience and discipline until you hit gold About Torben Schulz Torben Schulz is the founder and COO of Rows, a platform that allows users to create applications using only spreadsheet skills. He is a former management consultant, and being a solid spreadsheet user led him to build Rows. Links Rows Profile Torben’s LinkedIn

Elena Verna is the interim head of growth at Amplitude. This digital optimization system enables organizations to see and predict which combination of features and actions translates to business outcomes. Amplitude is the brain behind more than 45,000 digital products at over 1,000 enterprise customers and 23 of the Fortune 100, helping them innovate faster and smarter by answering the strategic question: “How do our digital products drive our business?” Discover how to apply the product-led framework to your career growth with Elena’s unique perspectives and insights. Show Notes [01:09] A quest to make an impact and how to make linear growth into an exponential curve [08:08] How listeners can replicate the framework to grow their careers [11:37] Select the winners by experiencing a lot of failures [13:53] When is it time to change one’s career path? [16:47] Implementation of growth principles: how to acquire, retain, and monetize [24:29] Focus on creating frameworks to solve problems instead of coming up with pointed solutions [32:07] The problem is that we’re afraid to actually publish solutions [36:01] Relevant topics that are worth communicating about [39:09] Where does Elena get all her ideas, food for thought, and concepts? About Elena Verna Elena Verna is the interim head of growth at Amplitude. Elena is a well-known legend in growth communities. She has co-created some of the most successful growth stories in the last decade, including Miro, Mongo DB, and Survey Monkey, and helped dozens of companies as an advisor, interim CMO, and head of growth. Links Amplitude Profile Elena’s LinkedIn Elena’s Twitter

Esben Friis-Jensen, Co-founder and Chief Growth Officer at Userflow, discusses how they bootstrapped to 7-figure ARR with a product-led approach. They emphasize the importance of UI/UX, customer feedback, and building a strong product. They share initial steps to scale the business, differentiate between SEM and SEO, and maintain customer focus. They also highlight the value of authentic marketing, testing messaging, and aligning it with customer needs. Lastly, they discuss the transition to a product-led company, simplifying teams, and managing growth.

Andy Mowat, CEO of Gated, is an expert in building sales and marketing engines for world-beating companies. Gated works with existing email setups, making it fast, simple, and effective to use. It also reduces inbox volume by an average of 43%, making your inbox more productive and peaceful. What’s even more exciting is that their teams are rooted in wellness and clear communication, which promotes the company’s overall healthy growth and success. Gated recently experienced a 30% month over month user growth, and Andy will explain the steps that led to this success. Show Notes [1:32] His goal is to help reduce the noise of emails.  [2:19] What are some of the first things that he did to build the user engine for his company?  [5:19] Social proof becomes one of the easiest ways to short-circuit any mental barriers. [7:26] How does he monitor things in his business?  [11:26] How did he build this 30% month over month user growth engine? [18:30] Start talking and listening to people. [32:58] Understanding users' criteria is beneficial.  [34:00] Customize your charity by allowing domains and allowing donations. [36:41] A recap of the top 5 things that he did to achieve 30% MOM About Andy Mowat Outside of emails, user engines, and such, Andy Mowat is an advisor to growing SaaS companies. His collection of Keanu gifs will completely shock you, not to mention his love for the outdoors and adventures. Andy is not only a team player but also a family man. He is loved by many, especially by his colleagues, who can vouch for his outstanding performance in his areas of expertise. Link Gated Profile Andy’s LinkedIn