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The Product-Led Playbook: Build an Offer So Good Your Ideal Users Can’t Say No
In this limited series of the ProductLed Podcast, Wes Bush shares the contents of his new book—The Product-Led Playbook. For the next two months, we’re releasing one chapter at a time, providing you with practical, no-nonsense guidance on how to build a multi-million-dollar product-led business with a lean team.
In today’s episode, Wes focuses on building an irresistible offer for your business. He emphasizes three essential pillars of an offer: result, advantage, and assurance. The "result" targets measurable outcomes, while the "advantage" differentiates the product from competitors, and "assurance" addresses user concerns about switching. He warns against common mistakes like vague messaging, lack of enhancements, and poor structure, which weakens the offer. Wes explains enhancers, such as scarcity, urgency, and bonuses, to elevate the offer's appeal. He also provides a structured approach to a compelling offer page with sections like hero, problem, solution, risk reversal, and call-to-action.
Key Highlights
00:44: Importance of a compelling, self-serve offer.01:20: Key mistakes in when presenting your offer. 05:19: Introduction to the Five-Star Offer Generator Framework.07:00: Explanation of the three pillars: result, advantage, and assurance.18:06: Enhancing offers with exclusivity and bonuses.31:33: Structure of an ideal offer page.You can buy The Product-Led Playbook here.
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In this limited series of the ProductLed Podcast, Wes Bush shares the contents of his new book—The Product-Led Playbook. Over the next three months, we’re releasing one chapter at a time, providing you with practical, no-nonsense guidance on how to build a multi-million-dollar product-led business with a lean team.
In today’s episode, Wes explores the critical decision-making process of what to give away versus what to monetize in a product-led business. He emphasizes that the most successful models are intentional and strategic. Using real-world examples like Tettra, Wes illustrates how a freemium model can unlock long-term user value and how offering limited free features can lead to higher retention and conversions.
He dives into the different types of free models—such as freemium, opt-in, and usage-based trials—and provides actionable tips on finding the best fit for your business. He introduces the DEEP framework (Desirable, Effective, Efficient, Polished) to help businesses design a powerful free model that delivers tangible value upfront without overwhelming users.
Key Highlights:
1:14: What makes an intentional free model2:12: Case study: Tettra’s switch to freemium3:17: Key benefits of the DEEP framework6:40: How to build user trust with value11:20: Practical steps to define your beginner level22:05: The PCR test for finding solutions32:06: Understanding opt-in and opt-out modelsYou can buy The Product-Led Playbook here.
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In this limited series of the ProductLed Podcast, Wes Bush shares the contents of his new book—The Product-Led Playbook. Over the next three months, we’re releasing one chapter at a time, providing you with practical, no-nonsense guidance on how to build a multi-million-dollar product-led business with a lean team.
In today’s episode, Wes dives into the user component and shares what it takes to know your users better than anyone else. He shares how identifying an "ideal user" and focusing on serving them can lead to a stronger product-market fit, higher engagement, and stronger user loyalty. Wes introduces the "User Endgame Roadmap Model" to help businesses identify, understand, and serve their ideal users more effectively. He also emphasizes the importance of differentiating between users and buyers, particularly in B2B scenarios, to create a product that users genuinely love.
Key Highlights
1:08: Lessons from LucidLink: Focusing on a single user profile.3:41: The difference between users and buyers.5:15: Identifying your "ideal user."8:03: The importance of user-centricity in product development.10:34: Step-by-step guide to defining your ideal user.15:41: Introducing the "User Endgame Roadmap Model" and how to implement it to your business.
19:24: Clarifying your "User Endgame Statement" and defining core outcomes for successful users.You can buy The Product-Led Playbook here.
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In this limited series of the ProductLed Podcast, Wes Bush shares the contents of his new book—The Product-Led Playbook. Over the next three months, we’re releasing one chapter at a time, providing you with practical, no-nonsense guidance on how to build a multi-million-dollar product-led business with a lean team.
In today’s episode, Wes dives into the strategy component and shares what it takes to become the obvious choice in your market. Just as Southwest Airlines dominated by making key strategic choices, you’ll discover how to simplify your approach and focus your energy on what truly matters. You’ll explore the Bullseye Strategy Framework that helps product-led businesses move from struggling in competitive, commoditized markets to becoming industry leaders—like Canva, HubSpot, and Atlassian. Whether you’re aiming to perfect your product, refine your ideal user profile, or build competitive moats, this episode
Key Highlights
1:18: Breakdown of Southwest Airlines' strategy, highlighting how strategic choices enabled their rapid growth.
3:15: The importance of saying "no" to non-aligned projects to maintain focus and avoid the "action trap."
6:24: Explanation of the "Commodity Zone," where early-stage businesses struggle with fierce competition and low profits.
9:34: How ProductLed client Paubox focused on mental health professionals to become the obvious choice in a specific niche.
13:30: The "moats" you can use as strategic defences that make a business hard to copy.
30:08 – Introduction to the importance of making strategic choices.
41:51: The importance of aligning your team with a one-page strategy document called the "One-Page Endgame Canvas."
You can buy The Product-Led Playbook here.
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In this special episode of the ProductLed Podcast, Wes Bush shares the introduction to his new book that’s out today—The Product-Led Playbook. Over the next three months, we'll be releasing one chapter at a time, providing you with practical, no-nonsense guidance on how to build a multi-million-dollar product-led business with a lean team.
Wes Bush dives deep into why most product-led companies struggle to achieve meaningful scale and shares a 9-part system that has already helped over 400 SaaS companies generate over $1B+ in self-serve revenue. This book isn't about convincing you to go product-led; it's a hands-on manual for those ready to take their product-led journey to the next level. Whether you're a seasoned SaaS founder or new to product-led growth, this series is packed with actionable insights you won't want to miss.
Tune in now to learn how to build an unshakeable foundation, unlock self-serve customers, and ignite exponential growth for your business. Your journey to becoming the obvious choice in your market starts here.
You can buy the book here.
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In this episode of the ProductLed Podcast, Wes Bush and Laura Kluz discuss Wes’ new book, The Product-Led Playbook, set to launch on October 8, 2024. This playbook is the no-BS guide to actually implementing PLG, and explores why some product-led companies see millions in ARR, while others don’t.
The book is structured around nine components, which guide companies from building a solid foundation to scaling for exponential growth. The first stage includes crafting a winning strategy, identifying the ideal user, and creating an intentional product model. The second stage involves establishing a frictionless onboarding process and developing effective pricing strategies. The final stage focuses on data analysis, growth processes, and team development.
The playbook offers a step-by-step approach to operationalizing PLG and is full of templates and canvases designed for team collaboration. Intended primarily for B2B software founders and early-stage go-to-market teams, this playbook provides a structured method for effectively implementing PLG.
Key Moments:
00:00 – What The Product-Led Playbook is and its release date.
02:03 – Exploration of why some companies succeed with PLG while others don't.
03:00 – The customer patterns Wes saw, which led to the creation of the ProductLed System.
06:32 – Explanation of the nine components of the ProductLed System.
15:11 – The three main outcomes you can expect when you implement the system into your business
20:21 – A juicy gift for podcast listeners.
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Ken Babcock, Co-Founder of Tango and Zachary Dewitt of Wing Venture Capital, is in the show today to give us the nit and grit on how their company achieved 10,000 sign-ups in just less than two weeks. These business connoisseurs will also guide us through how we should target the right buyers and celebrate our end-users success—ensuring that there's connectivity between what you're building and what your customers need. They will also reveal the story behind Tango and how it evolved throughout its first initial launch. Grasp as much knowledge as you can by listening to these two geniuses.
Show Notes
[2:12] Tango helps create a flexible documentation tool that allows you to generate documentation for your workflow. And alleviate your maintenance burden.
[7:13] On optimizing the right go-to-market
[9:23] What other tools is Tango replacing, and what do you need to do for the documentation you are creating?
[15:40] The importance of setting up suitable measurement gates and understanding when to know how things are successful
[16:31] How does the operation cadence work?
[18:18] Being data-driven is important and complementing that with a customer focus
[23:00] Why is it essential to be time-bound?
[23:47] Honing your most active users in the pilot is key
[24:47]On Finding different company sizes and types to understand your customer and your persona
[34:49] Sales vs. Product led is different in terms of messaging
[36:12] There's a different approach to targeting buyers and users
[39:27] What does it take to have your first successful launch?
[45:55] Your end-users success will eventually become your success
About Ken and Zach
Ken is the CEO and Co-Founder of Tango. Before diving into the world of Tango, he spent more than four years at one of the world's famous platforms, Uber. After learning the depths of entrepreneurship at Atomic VC, he teamed up with his co-founders and founded Tango in 2020.
Zachary "Zach" Dewitt is a partner at Wing Venture Capital. Wing Venture helps founders establish businesses around their ideas. In the company, Zach mainly focuses on enterprise application, technology and product-led growth to propel businesses forward.
Links:
Wing Venture Capital
Tango
Product Hunt
Profiles:
Zach Dewitt
Ken Babcock
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David Rostan is Head of Revenue (Sales & Marketing) at Stonly in New York. Stonly is a company that created a unique widget to build interactive guides to lead clients’ customers to activation, issue resolution, and success on their terms. He has previously worked with fascinating product-led companies such as Calendly as VP for sales and marketing and Dashly as Head of organic and product marketing. These companies are known for effectively scaling that improved their onboarding experiences. In this episode, David will talk about the topic at hand -- how to use customer intent to build product onboarding that scales.
Show Notes
[01:19] How David got fascinated in customer intent and product onboarding and scales
[03:45] The importance of tailoring onboarding for different user intent for him
[05:51] His view on the differences of customer intent at different stages
[07:59] What customer intent is for him
[10:59] On ‘asking’ as the first step to meaningfully understand customer intent
[14:39] On testing and seeing what resonates as the second step
[17:27] On identifying the pattern, replicate successes, and observe as the last steps
[23:13] What he does best to scale the business right now
[26:23] His favorite companies using user intent
[29:12] What intent signals he looks for to ensure success for clients
[31:36] The results of the experiments he had on user intent to scale onboarding
[35:27] On how to further use customer intent to scale and deliver superb onboarding experiences
[37:53] Ways on building the empathy muscle for him
[40:26] Where to find out more about David
About David Rostan
David Rostan is a marketing bigshot with a track record of starting up and expanding mobile products and applications on the web in Fortune 100 and start-up environments. He has outstanding experience in leading all aspects of marketing strategy, such as but not limited to customer acquisition, product innovation, customer research, branding, and data analytics, to accomplish business objectives. He has accomplished so much as an entrepreneur. He has launched 3 SaaS applications and grew them via online and offline sales and marketing channels. He specializes in the following fields: digital marketing and strategy, customer acquisition and channel prioritization, customer development and market research, technology innovation and product management, team building or hiring, strategic planning (OKRs), and leadership.
Profile
David Rostan on LinkedInDavid Rostan’s Email AddressStonly -
Krish Subramanian, CEO, and Co-founder of the leading subscription and billing software called Chargebee, will be sitting in today’s show to answer that question. Chargebee is a global subscription management platform that automates revenue operations of over 4,500 high-growth subscription-based businesses from startups to enterprises across verticals, including SaaS, eCommerce, e-learning, IoT, Publications, and more. Krish and his extremely dynamic mind will be sharing first-hand experiences on how they evolve their go-to-marketing strategy over the years and learn how to straddle sales-led and product-led motions together to drive fast growth. He also talks about the trials and setbacks that they’ve encountered and how they move past those obstacles to generate wins.
Shownotes
[0:59] Krish talks about their journey of reflecting on their mistakes and wins at Chargebee
[1:56] What got them into solving this problem of helping subscription companies understand their business much better?
[7:11] The relevance of understanding your subset of customers
[8:42] How do they identify their best customers?
[10:36] Getting that value metric and Northstar metric is the biggest revelation for them
[15:33] On building more features for your most successful customers
[{21:21 Why does he think the pricing is so important to be Product-Led as a business?
[25:03] Your end user’s success will eventually become your success
[30:00] Advantages of having both self-service and pre-sales
[31:15] How did Chargebee evolve the way they structure their teams?
About Krish Subramanian:
Krish Subramanian is the co-founder and CEO of Chargebee, a global leader in subscription billing and revenue management solution for scaling businesses. He is an engineer by profession and a problem solver at heart with over 20 years of experience in the software field. As an ex-consultant, Krish strongly believes that business value is defined by service and experience to the customers and the people. He is referred to as the “nice guy” within the company, the tech community, the media, and his mom.
Profile
Chargebee
Krish on LinkedIn
Krish on Twitter
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Mariam Hakobyan is the Co-Founder and CEO at Softr. She’s an engineer turned entrepreneur and has a pang for technology, product, and design. At Softr, she pioneers in building the right product, listening to customers, and building ecosystems for software enthusiasts. She prioritizes the customer’s needs by simplifying software building so anyone can set up businesses without being intimidated by their tech skills.
Today, let’s listen to Mariam as she tells how Softr went from zero to 45,000 users in just a year.
Show Notes
[0:57] What initially drove her to start Software.io?
[1:56] How did she start exploring different ideas for the platform?
[6:01] What did she do to get the product into people’s hands?
[9:20] On pursuing user growth and monetizing your product
[12:20] The passionate software community, the product’s simplicity, and virality got them from zero to 45,000 users
[18:33] Mariam talks about empowering the community, creating ecosystems and a place for people to thrive
[21:53] The importance of being mindful of anything that you add to the platform
[29:04] Understanding what customers value and how much they want to customize?
[29:59] Intuition and understanding of the customers on what types of things are they trying to build
[38:55] Build a great product where people feel like a magician
About Mariam Hakobyan
Mariam is a graduate of Yerevan State University. Her colleagues highly respect her as she is passionate about her job and is always one step ahead in providing service to others. She started her engineering career in her early 20s and is now a force to be reckoned with in her field. But most importantly, Mariam is now a loving mother of two.
Links
Softr.io
Airtable
Profile
Mariam on LinkedIn
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Tom Ronen is the head of customer success at monday.com. Monday.com is a global software company founded in 2014. Its product is a simple and super customizable Work Operating System (Work OS), a tool that powers teams to run projects and workflows with confidence. In this episode, Tom will talk about how product and customer success collaborate on monday.com.
Show Notes
[01:56] What monday.com is and its customers
[03:05] The importance of customer success and product teams to work closely together for him
[06:14] On finding the north star for both teams and KPIs to prioritize
[08:00] Who are the ‘active customers’ for monday.com
[10:13] Propagating the culture of transparency in all teams at monday.com
[12:31] Strategies to encourage collaboration from the teams at monday.com
[14:28] The evident effects of the system of doing things at monday.com
[18:00] His advice for product-led leaders and growth people on setting priorities
[20:25] His advice for customer success people in product-led organizations on getting their voices heard
[22:08] How to connect with Tom
About Tom Ronen
Tom Ronen is an experienced Customer Team Lead working for various companies in the software industry. He possesses the following skills in sales, public speaking, management in a fast-paced startup environment. Aside fromHe was previously connected with Israeli Defense Forces (IDF) as a Commanding Officer - Combat Patrol Ship Unit for three years and two months.
Profile
monday.comTom Ronen on LinkedIn -
In this podcast, Wes Bush dives into the essential strategies for building a product-led business. Drawing from his experience of working with 408+ SaaS companies, Wes outlines the pitfalls of what he calls "surface-level PLG" and introduces a comprehensive approach that involves nine core components— the ProductLed System. When you implement the system into your business, you'll grow faster with less effort. Tune in to learn how.
Key Highlights:
01:30: Introduction to the importance of standing out in a commoditized market.
3:08: The shift from sales-led to product-led growth.
5:14: Common mistakes in product-led growth.
10:02: Key outcomes of successful product-led businesses.
17:24: Scaling up with the ProductLed System.
33:07: Final thoughts and next steps for building a product-led organization.
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Esben Friis-Jensen is the Co-Founder and Chief Growth Officer at Userflow, the fastest way for user onboarding for modern SaaS businesses. He is also the Co-Founder and Adviser at Cobalt, a modern application security platform enabling businesses to run on-demand Penetration Testing and vulnerability assessments - Pentest as a Service. The goal of this episode is to accelerate learning while transitioning from sales-led to product-led. Esben will talk about the whole transition: What other leaders are doing in this transition and what mistakes they make to avoid doing it again.
Show Notes
[01:09] A brief background about Esben
[03:38] His thoughts when they started the product-led movement
[07:11] Reasons why they started out as more sales-led
[11:15] The challenges they experienced along the way
[15:40] How they fostered organizational change
[18:55] The process they went through to get the rest of the team onboard
[23:32] How they got buy-in from the teams in the process of transitioning
[28:49] First quick wins they had in testing the unknowns
[34:50] More advice on iteration from Esben
[37:42] The next thing for him at Userflow
[39:47] Where to find Esben
About Esben Friis-Jensen
Esben Friis-Jensen is originally from Denmark but has lived in the United States for the last eight years. Aside from Userflow and Cobalt, he has also worked as a consultant in the SAP division of Accenture, responsible for managing the test and deployment of global large-scale SAP implementations.
Link
Product-Led Slack
Profiles
Userflow
Cobalt
LinkedIn
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Kevin Tate was former Chief Revenue Officer at Clearbit. His expertise lies in strategic marketing, specifically in eCommerce, enterprise SaaS, social media, digital marketing and the like. He has over 24 years of experience in the field and has led several go-to-market software professional services and hardware-enabled SaaS companies.
In this talk, he explains how Clearbit boosted their product-led to a 5x pipeline as well as how the company creates a seamless experience for their corresponding prospects. There's a lot to dig into this episode. Tune in to find out.
Show Notes
[0:36] What brought Kevin to Clearbit?
[1:56] Some of the big steps that he took in order to get to where he’s at
[4:12] Kevin talks about MEL’s (marketing engages leads).
[8:24] Creating the weekly visitor report
[11:06] What type of problem space do they want to help companies explore with these tools?
[18:41] What metric do they use to reach out to people?
[28:56]. How to further accelerate your pipeline growth?
[31:19] Try to make your tools as accessible, available, and convenient as possible.
[32:07] How can you identify the best person for your ICP and prioritize your best accounts better?
[34:07] The importance of having a portable segmentation approach
[36:28] Kevin’s recommendations in nailing the company’s segmentation process
About Kevin
Kevin Tate is a charismatic leader who likes to work swiftly to adhere to the vision, mission, and goals of his company. With over 24 years of experience, Kevin is well-seasoned to help people fully succeed when they deep dive into the market. He is currently the Chief Revenue Officer of Clearbit, an investor, mentor, and business tycoon at heart.
Links
Clearbit
Profile
Kevin’s LinkedIn
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Daryna Kulya, Co-founder of OpenPhone, is with us today. She enjoys serving consumers with the best customer experience by creating products that suit their needs. OpenPhone is an app built for teams and individuals so they can level up and use their phones for business anywhere. It’s everything that you and your team need in a phone system! Daryna gives us an overview of how they were able to come up with this unique vision and how they skyrocketed from 0 to 1000 customers.
Are you on the lookout for a business phone? If so, then catch her on the show and stay tuned for more.
Show Notes
[4:47] They want to be a part of an environment that is a lot more inspiring and that allows them to make progress.
[5:50] The reason why they joined Velocity
[6:47] Why did they initially give their product for free?
[9:42] People should be getting value out of the product, so see if that’s true
[12:54] They always knew that OpenPhone would ultimately end up being a product that starts with one person in the company and then scales to the whole team
[19:26] One of the most fundamental lessons learned was that a lot of times you overcomplicate things unnecessarily.
[23:17] Daryna shares some of the biggest milestones that they have achieved throughout the years
[27:08] How were they able to build a team and what did that journey look like?
[34:27] Biggest leadership mistakes and lessons learned from the presence of scale
[35:57 Daryna’s advice on delegation, building a business, and scaling it up
About Daryna Kulya
Daryna Kulya is the COO and co-founder of OpenPhone. She was previously a product manager at Vidyard, where she helped to establish and grow Vidyard GoVideo (ViewedIt). She also worked at Deloitte's Digital Innovation Lab, and helped them with their prototypes and innovations.
Back in 2014, she established Product Hunt Toronto, one of the city's largest product events and the world's first Product Hunt community-run meeting. But what’s more interesting is Daryna is adventurous. She loves hiking trails in her free time.
Link
OpenPhone
Profile
Daryna’s LinkedIn
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Justin Bauer is known for his expertise in product analytics. He is always one step ahead in helping companies build better products by amplifying their growth. His primary role as an SVP in Amplitude involves creating teams that establish a deep customer understanding and generate inspired visions to produce unique product experiences that users can enjoy. He’s on the show today to share his insights in building excellent product analytics so you can increase engagement, growth, and revenue for your growing company.
Show Notes
[0:44] Justin’s journey in the institute
[1:47] The most significant milestones, experiences, and learnings along his company journey
[3:59] How do we drive growth?
[9:00] Shifting balance: How did they shift from product-led to an enterprise?
[18:53] Changing the brand of the company as part of going enterprise
[20:33] How has pricing changed for their business?
[21:56] Focusing on the product analytics market by making sure to build the best product
[28:25] How do they continue to build an excellent analytics product?
[28:56] Make sure to understand your consumers because people want to buy from a company that understands them.
[30:44] How investing in high-quality content can produce better results?
[32:23] Always start with a strategy in mind
[37:04] Understanding the Vision Strategy Roadmap
About Justin Bauer
Justin Bauer is the senior vice president of product at Amplitude. In his role at Amplitude, he leads product management, design, education, growth, and analytics for Amplitude's Digital Optimization System. Before he joined Amplitude, he was the CEO and co-founder of Rivalry Games, which was acquired by You42 in 2015.
Profile
Justin on LinkedIn
Justin on Twitter
Amplitude
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To understand usability and boost user engagement, one key concept you need to master is friction logs. In this episode, we cover ideas and recommendations for using them to unlock product-led growth with the help of Pulkit Agrawal, the co-founder of Chameleon.
Pulkit shares his knowledge about what a friction log is, how to make them valuable and the careful considerations you need to consider when making decisions about both good and bad friction.
Show Notes
[01:47] Friction log is a stream of consciousness on a piece of paper.
[04:07] User testing or a friction log. What's the distinction?
[07:32] You don't need to explain every step, and not every step is equal!
[08:18] What does Pulkit want everyone to consider when it comes to friction logs?
[13:46] What better options do you have to consider when making decisions in both good and bad friction?
[17:10] New patterns develop, and people's expectations change along with the market.
[21:02] How can we improve the onboarding experience?
[24:34] It is unnecessary to perfect the journey or the friction log.
[26:58] Improve product experiences by combining qualitative and quantitative data!
[32:39] Never deploy anything that might lead a customer or end user to see something they are not requesting or expecting.
[37:17] Risk comes from not knowing what you're doing, so learn these factors Pulit is talking about.
About Pulkit Agrawal
Previously, Pulkit helped unemployed youth launch businesses in rural India, studied engineering at the University of Cambridge, and worked in data modeling and analysis in London.
About Chameleon
The most well-known product adoption platform, Chameleon, was created to let modern software companies rebrand and alter their user experiences. Teams can easily create, deploy, test, and iterate on in-product experiences, such as banners, tooltips, modals, walkthroughs, checklists, and more, using its no-code Builder.
Profile
Pulkit Agrawal on LinkedIn
Chameleon Blog
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Jeff Coyle is the Co-Founder and Chief Strategy Officer of MarketMuse, an industry-leading content planning technology.
Today, he will explain how community management principles can support product-led growth. Jeff also discusses how community drives “sales-led growth” and the importance of employee advocacy in the success of a community. MarketMuse, his platform, identifies content quality issues and creates a channel for content optimization.
Show Notes
[1:10] Traditional product management and traditionally trained product managers do not typically come from the land of social media.
[5:31] How has the community influenced overall product-led growth?
[8:22] The importance of having thick skin is that you can experience what it’s like to have a negative emotion emerge and create more transparent communication.
[15:54] Employee advocacy and its social impact
[23:18] Key takeaways from this episode that listeners should consider.
About Jeff Coyle
Coyle is the Co-Founder and Chief Product Officer of MarketMuse. This company assists content marketers in establishing topical authority, improving content quality, and transforming semantic research into actionable insights.
Prior to joining MarketMuse, he previously operated his own marketing consultancy and managed the Traffic, Search, and Engagement team for TechTarget, a leader in B2B technology publishing and lead generation.
Links
Product Led Slack Community
Profile
Market Muse
Email address: [email protected]
Jeff on LinkedIn
Jeff on Twitter
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April Dunford is the author of “Obviously Awesome”, and in this episode, she talks about positioning—what it is and why it’s important. She dives into some of the analogies she used in her book to explain how positioning works. She also brings up Clay Christensen's milkshake story to break down the 5 components of positioning. She then answers some of the viewers’ questions, offering practical advice for startups.
Show Notes
[03:22] Some misconceptions about positioning, why positioning is important in business, and how it differs from traditional branding
[09:22] Why positioning is like the opening scene of a movie
[16:25] Some signs of weak positioning: total confusion, wrong comparisons, prospective clients don’t think your value is valuable or they think your vision is just a fantasy
[20:25] Define what makes your product special and then figure out what is the best context to frame those qualities in
[25:35] The 5 components of positioning: competitive alternatives, unique capabilities, differentiated value, target market segments, and market category
[27:58] On Clayton Christensen’s “Jobs to Be Done” theory
[36:05] How to convince buy-in companies that positioning is important
[43:18] How to define positioning if you do not have best customer fit yet
[45:08] How positioning influences product development
[50:05] How to position your product or company if you want to cater to different countries
About April Dunford
April Dunford studied engineering in university and then spent the first 25 years of her career as a marketing executive for startups. She has worked as a consultant for more than 100 companies, helping them fine-tune their sales and marketing teams.
Aside from being an expert on product positioning, April is also a mentor, an adviser, and a keynote speaker. She lives in Toronto, Canada with her kids and a small dog.
Links
Salesforce
Competing Against Luck by Clayton Christensen
Profile
April Dunford's website
April Dunford's Twitter
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Pedro Clivati is the Head of Growth at GrowthHackers, the largest online community of growth professionals on the web. In this episode, he shares what people can expect if they are looking to start a business around growth. He then talks about the importance of running tests, corrects certain misconceptions about growth hacking, and offers leadership advice.
Show Notes
[01:12] What Pedro learned as a co-founder
[03:35] What high-tempo testing is and why it is important for growth
[07:25] How growth teams should measure success
[11:25] Get comfortable with being wrong
[14:30] Start with a challenge that someone in your team has been thinking of—but didn’t have the resources to work on—and run small experiments in that direction
[15:48] Promote your wins across the company
About Pedro Clivati
Pedro Clivati has a background in marketing and sales, but his foray into growth began when he co-founded Contentools and Growth Boulevard. He also used to be the VP of Global Sales at Contentools, but before that, he worked as a digital marketing consultant.
Links
Contentools
Airbnb
Dropbox
Airbnb Growth Study
Profile
GrowthHackers
Pedro’s LinkedIn
Pedro’s Twitter
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