The document discusses strategies for shifting to a product-led growth model. It begins with an agenda that covers why product-led growth is important, elements of a successful strategy, and strategies for adopting a product-led approach. Some key points include: technology is becoming deflationary, lowering barriers to entry and increasing competition; buyers prefer self-education over sales; and product experiences have become essential to the buying process. The benefits of product-led growth are listed as dominant growth engine, lower customer acquisition costs, and better user experience. Questions are asked about a company's product-led journey, how marketing/sales influence the roadmap, and which growth model is best. A framework is presented to evaluate market strategies like disrupt

1. How to Shift to
Product-Led Growth

2. Today’s Panel
Wes Bush
Founder of Product-Led
Institute and Author of
Product-Led Growth
Jim Semick
Co-Founder and Chief
Strategist at ProductPlan

3. Agenda
1. Introduction
2. Why Product-Led Growth?
3. Elements of a Successful Growth
Strategy
4. Strategies for Adopting Product-Led
Growth Philosophy
5. Live Q&A
Submit questions at any time
during the webinar!

4. Solving Pain
Focusing on product-driven customer and end user VALUE using the product itself.
Innovative Viral Pricing Model Exciter Features Easiest Start, Try-Buy Online

5. How many years of product
management experience do you have?
Poll

6. How many years of product management experience do you
have?

7. Why Product-Led Growth?

8. Why Is Product-led
Growth Of Rising
Importance?

9. Tidal Wave 1: Technology Is
Deflationary In Nature
Think about this. You're now paying less for
Internet than you were 20 years ago. You can
now get a 1TB hard drive for under $100. That
same sort of space used to cost more than a
million dollars not too long ago.
In every industry, it is a race to the bottom. High
profit margins attract competition like moths to a
light.
According to ProfitWell, customer willingness to pay
for features has dropped by 30% in just the last 5
years.

10. Tidal Wave 2: Low Barrier To Entry
Competition has increased tenfold. It has never been
cheaper to build a Software as a Service (SaaS)
company. (HackerNoon even goes so far as to claim
that you can now build a SaaS product with $0.)
However, because of this low barrier to entry, there
is no shortage of competition. As a result, argues
Andrew Chen, it’s becoming more expensive to
acquire customers.
According to ProfitWell, CACs have increased by
over 50% in the last five years.

11. The goal is to stay in the
green
As costs increase, profit margins
decrease. If the trend continues, break
even point soon arises. Or worse!
Breakeven
Customer
Acquisition Cost
Willingness To Pay
Tidal Wave 2: Low Barrier To Entry
Breakeven
Customer
Acquisition Cost
Willingness To Pay
Profitable Unprofitable

12. Tidal Wave 3: Buyers prefer to
self-educate
Three out of four Business to Business
(B2B) buyers would rather self-educate than
learn about a product from a sales
representative, according to Forrester.
This trend does not apply only to small
and mid-size businesses. As Gainsight
notes, “Enterprise buyers also expect to
try and evaluate software in an easy,
frictionless way.”

13. Tidal Wave 4: Product
Experiences Have
Become An Essential
Part The Buying
Experience
If you’ve used Netflix, you’ve witnessed this
tendency first-hand—you didn’t need to
reach out to a sales rep or book a demo
before you were able to watch and
eventually buy the service. The entire
onboarding and upgrade experience was
handled by the product.

14. What are the
main benefits
of Product-Led
Growth?

15. Benefits of Product-Led Growth
Dominant growth
engine
Wider top of funnel
Lower customer acquisition
costs
Faster sales cycles
1
2
3
4
Compound vs linear growth
Rapid global scale.
High revenue-per-employee
(RPE)
Better user experience
5
6
7
8

16. Where are you in your product-led
growth journey?
Poll

17. Where are you in your product-led growth journey?

18. Elements of a Successful
Product-Led Growth
Strategy

19. How do you find your value
and communicate it to the
market?

20. How much do marketing and sales
influence the roadmap?
Poll

21. How much do marketing and sales influence your roadmap?

22. Strategies for Adopting a
Product-Led Growth
Philosophy

23. Is the Product-Led Growth
Model Right For Your
Business?

24. MOAT Framework
Market
Strategy
Gets Job Done
BETTER
Charge MORE
Gets Job Done
WORSE
Charge LESS
Differentiated
Strategy
Win underserved
customers
Dominant Strategy
Win all types of
customers
Out of Business
In due time.
Disruptive
Strategy
Win overserved
customers.

25. MOAT Framework
Market
Strategy
Do you want to offer the best solution for
the lowest price? (Dominant strategy)
Do you want to offer the best-customized
solution for the highest price to
underserved customers? (Differentiated
strategy)
o Real estate CRM
Do you want to offer the simplest product
for the lowest price to over-served
customers? (Disruptive strategy)
Or are you planning on using a hybrid
strategy?

26. Ocean
conditions
Blue Ocean
New market and you have to spend
lots of time and resources educating
people on why they need your
solution.
Sales-led typically works best here
MOAT Framework

27. Ocean
conditions
Red Ocean
o Established market that understands their
needs and how your solution can help
them
• Product-led is the only GTM that
makes sense here
• All markets become red oceans
o A market can have one segment in a red
ocean while the other is in a blue ocean
MOAT Framework

28. MOAT Framework
Audience
V
S
Buyers
Users
Who are you targeting as a
business?
V
S
Top
Down Bottom
Up

29. MOAT Framework
Time-to-value
Long time to value means it's
going to be really hard to
make the product-led model
work
Quick time to value
means it can work

30. Does your
product have
a quick or
long
time-to-value?

31. Choose Your Product-Led Growth Model
Hybrid Model 1
Launch a new
product
Vidyard Chrome
Extension
Hybrid Model 2
Go freemium, with a
trial
HubSpot CRM with
trials for advanced
parts of the product
Hybrid Model 3
Go free trial, follow
with freemium
Useproof
Hybrid Model 1

32. Live Q&A

33. Q&APRODUCTLEDBOOK.COM >>

34. Q&Aproductplan.com/resources/books-guides/

35. Thank You.&