Show, don't tell
In this episode of Recur Now, we talk everything and anything related to product-led growth.
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Today, we’re talking product-led everything. First up, a chalk-full Twitter thread by Userpilot’s Aazar Ali Shad on product-led growth, an Appcues x Salesforce launch, plus the Product Marketing Alliance dropping its 2019 State of Product Marketing.
Userpilot’s Aazar Ali Shad begins his latest Twitter storm with a question for the product peeps out there: how do you run sales in the era of product-led growth?
We know product-led growth (PLG) has been used by some of the most successful SaaS companies for years, but it’s only in recent months that the wider community has taken full notice of it. And Aazar offers the lowdown.
He's sure to weave in how Userpilot does this, so we have a concrete source here. His argument for the importance of PLG right now lies in a few items:
an increase in customer demand
customer acquisition cost rising
improvements in customer lifetime value
And if we look at the product-led vs. sales-led approach, there’s a solid juxtaposition here.
"The sales-led sales approach is mainly focused on cold-emailing, outreach, and cold-calling, while the product-led sales approach is using the product as the main acquisition channel."
In the end, we’re back to English class: He says it’s all about “showing, not telling.”
Thanks to Aazar for bringing it to Twitter, and dropping the knowledge on the regular. You can follow him directly at @aazarshad if you're into this type of content.
And we’re officially joining the party, as Appcues tweets info on its new integration with Salesforce, in an aim at creating better customer conversations.
What’s it all about? Appcues Founder Jonathan Kim says:
"The real power of this integration is that it’s bi-directional... Data goes in both directions between the two products."
With the launch, users can target and segment in-product experiences in Appcues based on fields in Salesforce. Think: plan type, lifecycle stage, and MRR amount. And apparently, Jonathan claims there are no technical skills required to map the data...
On the flipside, with the integration you can update a lead in Salesforce when they complete your Appcues onboarding checklist, generate a list of users who’ve completed a goal, or tag contacts in Salesforce with their NPS score.
Here's the full rundown on Product Hunt.
The Product Marketing Alliance releases its State of Product Marketing report for 2019, a consensus to better understand the product marketer role within an organization—which surveys the product marketing community to delve into its influence, responsibilities, organizational structure, and more.
The report also contains interviews with ten product marketing gurus from companies like HubSpot, Intercom, Typeform, Twitter, Uber, and InVision, to get their recommendations on what the product marketer role should look like today and in the future.
But why create such a report? And, why care?
The report is aiming to mold a consensus and deeper understanding of the role. Since there’s so much variation in what product marketers do across different types of operations and industries, the report points out, it makes it difficult to define the role. But product marketers can’t live up to their true potential if there isn’t a clear vision and definition of responsibility.
But we want to know what one of ProfitWell’s own thinks of this one. Here with me: PW Product Manager Neel Desai.
Neel, you’re the product go-to here; What’s up for the future of this realm of marketing? Is this State of Marketing even something you should care to heed?
The report finds that most product marketers surveyed are responsible for five+ products. Is that just, absurd?
They talk about frustrations of product marketers. Do you agree with any of these?
And they mention advice for decision-makers, like better defining PM roles and giving these marketers a seat at the leadership table. What’s something you’d personally advise in this realm?
This report uncovers all sorts of goods. If you’re tight on time, there's an overall findings page, but if you’re curious for more, you can download the report in full.
Slack: where work happens. We talk about it often. We use it even more so. But how much would I have to pay you to let your CEO read those Slacks?
Name Your Price is a game during which players are prompted with questions of monetary value. Today, I’m joined by our ProfitWell team members, who answer how much I'd have to pay them to let our CEO read their Slacks.
And that’s a wrap for your October 10 subscription news. Recruit your friends into the subscription know by sending them to profitwell.com/recur/recurnow to sign up for episodes on the daily.
If you have news to share, hit me up at abby@recurnow.com and let's collaborate.
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