Follow your ENERGY: How Wes Bush Helped Found the Product-Led Movement (and how you can start a movement of your own)
The Daily Creative with Brendan Dell
Wes Bush is one of the pioneers of the product-led growth movement--an end user focused growth model that relies on the product itself as the primary driver of acquisition, conversion, and expansion. It's the secret of companies like Hubspot, Slack, Calendly, Dropbox and many many more. In this episode, we talk to Wes about the strategies he used to help define and evangelize this category, and how we can use his principles to define a product category and movement of our own: How Wes Bush Helped Found the Product-Led Movement (and how you can start a movement of your own) About Wes Bush Wes Bush is the bestselling author of "Product-Led Growth: How To Build a Product That Sells Itself." He's also the founder and CEO of ProductLed (they're hiring!).
Product-Led Growth - Evolution or Revolution - with Wes Bush, ProductLed
Metrics that Measure Up
On this episode of the Metrics that Measure Up podcast we are joined by Wes Bush, founder and CEO of ProductLed.Wes's journey to founding ProductLed and becoming a leading voice on Product-Led Growth started when he was responsible for demand generation for B2B SaaS companies. Specifically, when he led demand generation at Vidyard, they launched a new product that allowed them to evolve from "hosting videos" to providing a self-service tool that allowed end-users to quickly film, edit and share videos across email and social media channels.This launch quickly led to over 100,000 users and eclipsed the value to Marketing Qualified Leads almost overnight.This experience started Wes to think that there were not well-defined "playbooks" for companies to leverage as they started to evaluate and take the first steps into a Product-Led journey.Wes shared the PLG "Layer Cake" model, which highlights the foundational elements required for any PLG program: 1. Data Layer - getting a solid product analytics infrastructure in place 2. Product Layer - gaining deep insights into the User Experience 3. Conversational Layer - when and how to interact with the userIn a sales-led motion, traditionally only sales and marketing are deeply engrained in the process and the metrics that predict outcomes. In a PLG motion, every function can benefit from having access to the product analytics to inform their decision making such as: - How users are finding out about and then to start using a product (Marketing)- When users are at a point of activation, that the probability of converting to a paid user or enterprise-wide license is most likely (sales)- Where in the product on-boarding process do users start to attrite or stop using the product (products)- What features are used in the product that most correlate to customer retention (Customer Success)Tooling and platform infrastructure will need to evolve in Product Led companies. Specifically Wes sees a day when a platform that natively includes both product analytics information + internal outreach resource process information resides natively. Integrating product utilization information into existing CRM tools is a good short-term band-aid, but not an optimal solution long-term.Freemium versus Free Trials each have appropriate use cases, One of the primary variables for which model to use is how long does it take to reach that "aha moment", often referred to as the "Activation Point". For products that inherently have longer journeys to achieve real user value, a freemium product may perform much better than a time-restricted free trial period.Product Qualified Leads (PQL's) the #1 metric for the PLG motion. A critical component of the initial PQL is proven activation point(s) that predictably lead to higher conversation rates to paying customers. Another variable to consider is the ability to supplement product utilization data with Ideal Customer Profile (ICP) and Buyer Persona data to optimize both the conversion rates and validate the current understanding of the best target customer cohort(s).Time-to-Value is another key metric to capture, and factor into both the PQL criteria, but also into the product roadmap. The "SOONER" a user can experience value, the higher returns on your PLG investment.We wrapped up this episode with Wes providing three things to consider if you are evaluating whether PLG makes sense for your company:1. Technology is deflationary - users want to pay less over time2. Enterprise customer buying process is up 55% - find a way to decrease that for them3. Product experience has become part of the buying experienceDon't "TELL" them - "SHOW" them - a key tag line in the Product-Led Growth economy!!!
Product-Led Growth - Game Over for the Sales Team? (with Wes Bush, author "Product-Led Growth" & founder @ ProductLed)
One Knight in Product
An interview with Wes Bush. Wes is the founder of ProductLed, a company aiming to teach the world how to build products that sell themselves. He's also the author of the book "Product-Led Growth". We speak about a lot, including: How a career in B2B SaaS working in demand generation started to make him suspect that there was another way to generate demand How his passion for simplifying led him to start simplifying product onboarding to allows users to get to value sooner The problems of moving from sales-led to product-led when you haven't spent any time on your product's UX The problems of enterprise "whale hunting" leading to products that are overcomplicated and difficult to use How a desire to get to the heart of the problem, and teach his clients, led to writing a leading book on product-led growth Whether salespeople should feel threatened by product-led growth, or whether it's an opportunity for them How product-led growth affects the marketing team and whether it's the end of traditional marketing Whether some companies are just not ready to become product-led, and some of the reasons it doesn't make sense to be so How companies know when it's time to transition from sales-led to product-led, and the first steps to take Whether there are some types of companies that actually want to be sold to and would resist product-led approaches And much more!Buy Product-Led Growth"Discover the fundamentals of Product-Led Growth and how you can turn your product into a growth engine, widen your funnel, and dominate your market while cutting your customer acquisition costs." Visit the book website or check it out on Amazon or Goodreads.Contact WesYou can contact Wes on Twitter, LinkedIn or productled.com.
Todays episode is with the brilliant Wes Bush the founder and CEO of Product Led, a course and now book for product mangers and marketers to learn best practices when it comes to product led growth.Wes spends his days teaching SaaS businesses how to flip the old school sales playbook on its head and build products that sell themselves. Today we learn the critical aspects of an onboarding flow, how to increase conversions from freemium to paid and what is user success.He is so high energy on this podcast and we loved interviewing him.
Wes Bush, founder and CEO of ProductLed and bestselling author of Product-Led Growth
Wes Bush is the founder and CEO of ProductLed. He is the bestselling author of Product-Led Growth: How To Build a Product That Sells Itself and is one of the most sought-after product experts in the world. After working for some of the world’s fastest growing companies in the world, today he trains teams around the globe how to turn their product into a powerful growth engine.Follow Wes: https://productled.com/
Wes Bush is the founder and CEO of ProductLed. He is the bestselling author of Product-Led Growth: How To Build a Product That Sells Itself and is one of the most sought-after product experts in the world. After working for some of the world’s fastest-growing companies, today he trains teams around the globe on how to turn their product into a powerful growth engine.
How To Retain Loyal Customers with Wes Bush @ Product-Led - Escape Velocity Show #47
Escape Velocity - with Dan Martell
Freemium? Free trial with a credit card? Or premium only? If you’re asking these questions about your pricing model, then - according to Wes Bush - you’d already be on the wrong path. Wes Bush is the founder and CEO of ProductLed and the bestselling author of Product-Led Growth: How To Build a Product That Sells Itself. Product-led growth is a methodology that attracts the right customer, gives them a reason to use your tech, and then turns them into a raving fan of your business. It’s extremely important for a cutting edge SaaS to know how to do this. Why? Because 40% - 60% of users that sign up for a SaaS are NOT coming back. Ever. Product-led growth means giving them a reason to return, a hook that makes them WANT to stay. Meaning… It’s the antidote to churn! It is an absolute pleasure to have one of the world-leading experts on this topic at the microphone for the latest episode of the Escape Velocity podcast. If sales are low, churn rates are high, or your pricing model doesn’t feel right… then sink your teeth into this episode, where we discuss: - Why a free trial is NOT necessarily a product-led approach - How to test product-led business structures without sacrificing your bottom line - The A/B split testing trick to minimize your profit loss - Why customers buy results, not tools. - The Super Mario experience - How a product-led support team doubles as your sales team - Why product-led is necessary for saturated markets - How the ultimate lead magnet will always be your product I believe in this value-driven methodology wholeheartedly. It’s why I’ve always worked in support in the early days of every one of my companies. You get direct customer insights, understand their pains, and get to tailor the product to their needs. But hearing this quantified by an expert like Wes might be just the deal-breaker you need to revitalize your SaaS business model and bring you into 2021 ahead of the game. Earphones in. Listen in here.
How to Become a Product-Led Pro with Wes Bush and Ramli John
In this special episode, Wes and Ramli will introduce a new and unique product to support companies or teams in climbing up the ladder of success in handling their Product-Led business: the Product-Led Pro Accelerator Program. This program uses a nonlinear approach to learning. It helps in transitioning or scaling up a Product-Led business and being successful through learning from the experts. Learn more about the program as Wes and Ramli will answer these questions: Who are the target participants/audiences? What are the benefits for those who will be joining the enriching program? What are the four components of the program cycle and other features of the program? If this is what you need in your business, then, this is an episode that you do not want to miss! Show Notes [00:31] The 6-weeks Product-Led Pro Accelerator Program [03:51] What companies need to consider in joining the program [05:13] The target participants/audiences of the program [06:39] What big groups or teams joining the program awaits [09:01] What makes the program unique [10:01] The Interactive learning component of the program [11:18] The “seeing what drives results” component of the program [12:29] The “doing what best works” component of the program [13:03] The review component to complete the program cycle [13:30] Other features of the program in the future Profile Wes Bush on LinkedInRamli John on LinkedInProduct-Led ProEmail Address: firstname.lastname@example.orgWes Bush's Email Address: email@example.comRamli's Email Address: firstname.lastname@example.org
Episode 8: Mark and Wes Bush on Product-Led Strategy
Wes Bush is the bestselling author of "Product-Led Growth: How To Build a Product That Sells Itself." Wes is a huge advocate of removing friction in the buying process and we had to have him on Revenue North! Product-led strategies are popular among successful companies like Slack, Dropbox and Hubspot because of their speed of delivering value to the customer. They recognize the product is not just one part of the customer experience; it is the core of the customer experience. Watch as Wes and Mark cover the basics for any SaaS company to test and evaluate a product-led strategy.