The Product Led Growth Market Map

OpenView Labs

Product led growth (PLG) is the future of SaaS. While the terminology is new to many of us, this go-to-market strategy has been gaining popularity across the software ecosystem for years. We developed the PLG Market Map to illustrate the breadth and dynamism of this powerful growth strategy. The Market Map shows us that PLG is being adopted across all product categories, from developer tools to finance applications to enterprise-grade solutions.

The Product Led Growth Market Map

OpenView Labs

Product led growth (PLG) is the future of SaaS. While the terminology is new to many of us, this go-to-market strategy has been gaining popularity across the software ecosystem for years. We developed the PLG Market Map to illustrate the breadth and dynamism of this powerful growth strategy. The Market Map shows us that PLG is being adopted across all product categories, from developer tools to finance applications to enterprise-grade solutions.

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Growth Marketing Conference: Toronto

BrightBack

April 24 - 25, 2019: Growth Marketing Conference: Toronto. Our CEO Guy Marion will be on stage with Suneet Bhatt, General Manager at Crazy Egg, sharing the secrets to sustainable growth at Growth Marketing Conference in Toronto

7 Principles To Mastering Growth Marketing

Brian Balfour

Hacktics, the tips, tricks, hacks, tools, and secrets that promise to solve our growth problems. A glance at the front page of GrowthHackers.com , Inbound.org, or any other growth hacking community is all it takes to understand the obsession. As a result, marketers now get the majority of their “learning” through this hack-tic based content. The fundamentals help you solve the variety of growth problems you will face in your specific situation. Learn Growth, No Fluff.

Growth Marketing Conference: San Francisco

BrightBack

December 10 - 12, 2019: Growth Marketing Conference in San Francisco. Driving growth through acquisition alone is yesterday's game. Join us in San Francisco as our CEO, Guy Marion, discusses best practices leading to customer retention and driving sustainable growth for today's subscription businesses

Slack’s Rachel Hepworth on bringing growth marketing to a high growth company

Inside Intercom

In August of 2016, Rachel Hepworth embarked on a unique challenge: start a growth marketing team at one of the most successful startups of this generation – one that had long relied heavily on word of mouth. That company, of course, is Slack, and Rachel’s growth marketing team now owns Slack’s full acquisition funnel, from demand generation and team creation to activation and monetization. After I had left, we started to see that we had product-market fit.

Why It’s Year 3 When You Lose Your Customers

SaaStr

Blog Posts Company Stage Customer Success Growth Marketing Resource Type Role / Function TopicsRecently I was catching up with a good friend who used to be CEO of an enterprise-y SaaS social networking company — and the usage and engagement numbers of his business were just awful.

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Grow Something That Matters. Even If It Isn’t Revenue.

SaaStr

If your growth has gone from 60% to 0% overnight? OK, maybe growth overall is at 10% this year. But many of you will have one segment that is still seeing faster growth, e.g. healthcare. Segment growth goals now per vertical / industry, not just deal size. Blog Posts Growth MarketingTimes are tough for many of us now. What do you do, if half your customers have just gone out of business? Well you can’t fix everything.

Every Marketing Initiative, Every Channel … Plateaus. Plan for It.

SaaStr

Once you do, one thing I’ve learned, both as a founder, an investor, and now again at SaaStr: every marketing initiative, and every channel, plateaus. They start off slow, then we figure it out, then growth or hypergrowth, and then … plateau. Or at least by that I mean, the growth will eventually slow. So if you don’t want your overall growth to slow, you have to keep adding layers of new initiatives. Before the plateau shows up in your MRR growth.

After $2m-$3m in ARR, Your Leads Should Always Grow. Here’s Why.

SaaStr

So let’s look what happens each quarter, even with just 100 Happy Customers: With say a 10% Quarterly Referral Rate (i.e.10% of your customers each quarter referrs you to another customer that closes), and just a medium growth rate (20% a quarter), then over the course of 8 quarters, your Word-of-Mouth leads alone have grown 358%. Well, someday it will, when you have say 50%+ market share. Blog Posts Customer Success Growth Marketing

Yes, Your Marketing Site Really Does Matter

SaaStr

Does your marketing site really matter, past a point? Both finally updated their marketing sites after a long time (24 months in both cases), with somewhat similar changes … and saw widely different outcomes. The previous marketing site was very focused, but probably too much so. The interesting thing is that both marketing sites had become really dated, and weren’t really changed much from $2m ARR to $10m ARR. You have to A/B test your marketing site.

Your Sales Efficiency Will Probably Plummet Toward $10m ARR. Plan For It.

SaaStr

When a great SaaS business starts to come together, and crosses Initial Traction ($1-$1.5m), growing nicely (8-10%+ Month-over-Month Growth) … often times, the founders start to see the first bit of real economic returns on the model. And often, if you are capital efficient, your marketing cost will be close to $0 at this point (you are barely spending anything to acquire most customers), and your sales costs are pretty predictable.

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All Platforms Have Their Favorite Partners. Be One Of Them If You Can.

SaaStr

The application adds so much value to certain types of customers, that by going to market together, a Big Co can close big deals. Be one of those, you’ll get a lot of joint marketing opportunities. They get the joint marketing. Blog Posts Growth Marketing SalesRecently I was catching up with an exec from a SaaS company well in excess of $100m ARR. One of the key platforms their app integrates with has started to … slow down their access.

The Lead Plateau You May Hit Just As It Gets Good. How to Plan Around It.

SaaStr

Because you’ve won the market, but haven’t grown it enough. Most markets you start with on Day 1 aren’t $100m ARR markets, the segment you initially go after. Then, through content marketing, sheer hustle, PR, light virality whatever … you start to get a very small, but steady stream of inbound, organic leads. in ARR … that the organic, unpaid, magical in-bound leads still come in, but the growth rate stays flat.

How to write great onboarding (and other) emails

SaaStock

On this week’s regular episode of the show, Alex chats with Aaron Krall, Founder of the SaaS Accelerator and the SaaS Growth Hacks Facebook Group. To learn better Aaron wrote onboarding emails for companies, asking founders and marketers for feedback in exchange. SaaS Revolution Show Growth Marketing OnboardingAaron spends his time helping SaaS companies operating a trial to paid model get more traffic, increase conversions and reduce churn.

How to venture into product-led growth and scale successfully

SaaStock

The guest on the latest episode of the SaaS Revolution Show is Ashley Murphy, Director of Growth at OpenView Ventures. She shares insights about the benefits of product-led growth and how to go about implementing it in your company. Ashley has spent the last two and a half years helping the OpenView portfolio companies with their go to market strategy including product-led growth. In the podcast, she digs deep into topics such as: What is Product-Led growth.

How HubSpot Broke a Year-Long Traffic Plateau by Upending the Editorial Strategy

SaaStock

On this bonus episode of the show, we bring you the keynote that Meghan Keaney Anderson, VP Marketing at HubSpot, gave at last year’s SaaStock on Tour in New York. A creative writing major, Meghan joined HubSpot in 2011 when the growth graph of the blog looked like any content marketers dream – a hockey stick. SaaS Revolution Show Growth Marketing

SaaStr Crosses 1,000,000 Social Followers. Lessons Learned.

SaaStr

That became our core community metric (list growth). And growth in 2018 for both our list and our social followers were pretty flat. And don’t move the needle for us much on list growth. (An Our Cloud Daily on Quora blew up in 2019, but now that it is at 300,000 subscribers, growth is much slower. Blog Posts Growth MarketingSo at little old team SaaStr, we historically did not really track social followers as a core metric. We’re B2B folks ??

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Exhibiting at Events is Expensive. Very Expensive. Here are 9 Reasons You Should Still Do the Top Ones.

SaaStr

It took me a while to understand the power of events and field marketing. Some field marketers make it a rule to try to be at events their customers aren’t at. Generally, a VPM, Director of Marketing or CEO that is good at events. Finally, yes marketing is expensive. Cloud markets are bigger than ever. It’s so easy to say No to almost any marketing initiative. It’s so easy to come up with reasons not to do marketing initiatives.

Cloud Daily from SaaStr Crosses 100,000 Followers. Lessons Learned.

SaaStr

So that sounds interesting from a content marketing perspective. Nothing profound, but maybe some things that are non-obvious to folks thinking about content marketing and social: Different types of content perform differently on different media. Maybe this is the most interesting meta-learning for content marketers. Blog Posts Growth Marketing

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How to move from Marketing Qualified Leads to Product Qualified Leads

SaaStock

On this episode of the show, we chat with Kieran Flanagan, VP Marketing at HubSpot, about the essentials of product qualified leads. In the past two years, he has been in charge of the entire top of the marketing funnel, which represents all the demand created through users and leads. Kieran has spoken at three SaaStock conferences and will be back at SaaStock19, where we will bring many more marketers just like him. SaaS Revolution Show Growth Marketing

A Founder’s Guide to Getting More Leads – ASAP (Video + Transcript)

SaaStr

Jason Green, Emergence Capital Founder, and General Partner moderates a discussion with Janine Pelosi, Zoom Head of Marketing and Online Business and Tolithia Kornweibel, Gusto Head of Marketing. Tolithia Kornweibel | Head of Marketing @ Gusto. Janine Pelosi | Head of Marketing and Online Business @ Zoom. Jason asked me to find the two best marketing executives that I could to talk about how to generate more leads for your company.

Building a sales team that can go from $0-$50M (Video + Transcript)

SaaStr

Stages of growth. So mid-market, we’re about 40 to 50K ACV enterprise. Basically, he had seen something at scale, but he hadn’t gone through that sort of growth phase where you don’t have everything at the tip of your finger. So you completely change your go to market and that also includes the fact that you need to start an outbound team. You need to scale the go to market team to feed that new sort of like next wave of deals.

Scaling Revenue via Indirect Channels and Platform Ecosystems with Stripe, Box and Slack (Video + Transcript)

SaaStr

Niall Wall, Box SVP of Business and Corporate Development alongside Vicki Lin, Stripe’s Head of Ecosystem and Cecilia Stallsmith, Slack’s Director of Platform Marketing discuss scaling your revenue via indirect channels and platform ecosystems. Ceci Stallsmith – Director of Platform Marketing @ Slack. Then on the go to market side just over 40% of new ARR comes indirectly around the world through partners. I run platform marketing at Slack.

Reading list: Advice for customer retention

Inside Intercom

How Sprout Social increased retention with customer-centric marketing. Understanding the customer journey is critical to ensure high retention rates, and in this podcast, Sprout Social’s Director of Marketing Strategy, Tara Robertson describes the process by which they revised its customer journey and increased their net revenue retention. Growth Marketing Covid-19 customer retention Reading list

Webinar Marketing: How Webinars Can Be Used at Every Stage of the Customer Lifecycle

Chart Mogul

We asked Demio, one of the leading brands when it comes to webinars, to give us ideas on how to use webinar marketing for success. Webinars are a top revenue driver for digital marketing, and 73% of B2B marketers say that webinars generate high-quality leads. At Demio , we love to see companies use webinar marketing to reach their customers and create a community with their audiences. . We’re not promoting sleazy marketing here.).

Growing Your Company Requires a Process. Here’s How to Develop It

Chart Mogul

Wes Bush reveals the growth process he uses to grow his business. The Triple-A sprint gives you a way to build a sustainable growth process and can be used by any team in your business. Still, if you have a bad product, no optimization will deliver rocketship growth. As Romain Lapeyre , CEO of Gorgias, states, “In order to build a growth machine for your business, you need to analyze your inputs and outputs.” . There are only 3 levers you can pull for growth: 1.

5 Predictable Ways to Grow Your Business Predictably

The Marketing & Growth Hacking Publication

Source: DigitalSprout NG This growth-focused guide is for those seeking predictable ways to grow their business?—?something That’s because only predictable and consistent business growth can guarantee the profitability of your company over a longer period. Thus, this marketing guide walks you through the ways you can predictably grow your business to remain profitable over a longer period. Unfortunately, referral marketing isn’t something you can “architect.”

Woven CEO Tim Campos on how to spend your most important asset

Inside Intercom

Here are five quick takeaways: Balancing human-computer interaction has been the difference between technologies that break out and are very successful and technologies that are considered to be ahead of their time or just not the right product-market fit. No, the amazing innovation of the iPhone was simply to bring a new generation of user interface to market with the touchscreen – and to really enable a different interaction that people have with the computing devices.

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Who’s who: Understanding your business with customer segmentation

Inside Intercom

At some inflection point of growth, it becomes impossible to intuitively know your customers, let alone decide which ones to focus on. As a company, we were motivated by a desire to cross the chasm from early to mainstream adoption and by an immediate need to know who our customers actually were, amidst unprecedented growth. Download The Growth Handbook. Informing our approach to the market. Growth Marketing 3 pipeline business operations business strategy Upmarket

What is customer acquisition cost and why does it matter?

Inside Intercom

Growth is good, but growth at any cost is very, very bad. The best marketers in the world help their companies grow for the long term. However, periodically marketers seem to go through a wave of collective insanity where we forget about the ‘long term’ part of the discussion and start to chase growth at any cost. Whether it’s through inattention, ignorance, or excitement, marketers sometimes make very bad business decisions.

How to achieve 2,500% revenue growth: 5 lessons from Paddle’s Ed Fry

Inside Intercom

That kind of growth? As the team at the Saas Commerce Platform Paddle has learned, real growth is about entering new markets – and that takes thoughtful attention to pricing, making inroads into new geographic regions, deciding whether to move upmarket (or downmarket), and offering new standalone products instead of bloated features tacked onto old ones. Product, marketing, and sales are table stakes for growth. A genius inbound marketing strategy.

Clearbit’s Matt Sornson on driving growth with data and content

Inside Intercom

When used correctly, data can powerfully enrich sales and marketing efforts and help any business fuel growth. As the Head of Growth Marketing at Clearbit , and previously a co-founder and CEO of more than a few startups (including WorkMob, ApiXchange, and GoFlow), Matt Sornson knows these pitfalls intimately and how to avoid them. Here are five quick takeaways: At Clearbit, all marketing falls under growth marketing.

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How Vidyard uncovered a multimillion-dollar growth lever by moving downmarket

Inside Intercom

Vidyard co-founder and CEO Michael Litt chatted to Intercom’s EMEA Sales Manager Ciaran Nolan about how Vidyard flipped the freemium model on its head, why moving downmarket might be the answer to accelerated growth, and how to build a multi-million dollar business unit – overnight. Vidyard initially built and marketed themselves as an enterprise-focused company. The power of reciprocity – unlocking value for users accelerates growth.

Growth hacking for mobile apps with Aleksandra Siciarz

Chart Mogul

Earlier this month, I had a chance to learn more Aleksandra Siciarz’s role as a mobile app marketing lead at GetResponse. Here she shares her thoughts on setting mobile growth strategy, measuring success, and of course, key subscription metrics for teams with mobile apps. GetResponse provides an all-in-one online marketing platform for teams that need to build landing pages, send emails, run webinars, and more. On key mobile growth and strategy.

Sean Ellis on charting a path toward sustainable growth

Inside Intercom

When Sean Ellis joined Dropbox as the company’s first marketer, he was tasked with creating a culture of growth and experimentation. Meanwhile, Sean has used that same approach to growth at LogMeIn, Eventbrite, Lookout and Qualaroo. Today he’s the founder and CEO at GrowthHackers , whose software, community and annual conference help teams work together to drive breakout growth results for “must have” products and services.

Growth Engineer Job Description Cheatsheet

Sylvia Ng

Putting together a job description for a Growth Engineer? The below tidbits are taken from 30+ job descriptions for Growth Engineers, all from tech companies such as Asana, Airbnb, AdRoll, Cybercoders, Mircosoft, UXPin, and Zenefits, to name a few. What do all these job descriptions tell us about growth engineering? I used my favorite lines from the job descriptions to create a rough sketch of a growth engineer. What does your ideal growth engineer look like?

Six essential chatbot recipes for sales and marketing teams

Inside Intercom

Chatbots push salespeople and marketers past the physical limitations of being human: our need to sleep, our loathe of repetitive tasks, our inability to multitask conversations. You know those old school marketing emails where you’d be entered into a cruise competition if you hit ‘reply’ with your telephone number and address? The post Six essential chatbot recipes for sales and marketing teams appeared first on Inside Intercom.

The secret to scaling product announcements: a changelog

Inside Intercom

One of the biggest challenges with marketing a SaaS product is figuring out a way to announce the continuous stream of updates and feature releases while maintaining a sense of sanity. This is the reality of the job for a product marketer, so it’s on you to make the most with what you have. The primary goal of the changelog is to increase feature awareness and adoption and that’s why it’s owned by the product marketing team at Intercom.

Activation, retention and more: growth lessons from the industry’s best

Inside Intercom

This week we released The Growth Handbook , a collection of tested frameworks and invaluable lessons to help steer your company’s trajectory up and to the right. To mark the release of the book, this week’s podcast is a special compilation of some of our favorite insights from those growth-focused conversations. Casey Winters , former growth leader at Pinterest and GrubHub. Gina Gotthilf , former VP of Growth and Marketing at Duolingo.