Product-led growth (PLG) is possibly the hottest phrase in SaaS today, but most of us are still confused about what it even means.
During this keynote, Eric Keating (VP Marketing at Appcues and founding member of the Product-Led Growth Collective) will lean on his first-hand experiences and countless interviews with PLG operators around the world to:
- Clarify what product-led growth is and is not
- Explain why PLG is becoming table stakes for all SaaS businesses, and
- Share best practices and war stories for navigating PLG, whether you're leading transformation at an established business or just starting out.
00:00 Intro
06:51 Agenda
07:50 What & why product-led growth
19:04 Q: How to identify if PLG is for you?
24:00 Product-led growth transformation stories
25:15 Unito's learnings
29:54 Brightidea's transformation
34:51 Vidyard - from sales-led to product-led
39:21 Mixpanel returning to PLG roots
44:17 Q: How to simulate "aha"-moments?
47:12 Q: Creating preconfigured environments?
48:06 Q: Creating vertical / persona-specific product paths?
50:29 A new view on product led path to purchase
53:32 Appcues's transformation of customer journey while educating customers
56:07 Key takeaways
