Wes Bush - Product-Led Growth: How to Build a Product That Sells Itself
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Product-Led Growth is about helping your customers experience the ongoing value your product provides...and this book shows you how its done. - Nir Eyal, Author of Hooked and Indistractible
As captivating as a good novel, Product-Led Growth is an absolute must-read for SaaS business owners. - Omar Zenhom, CEO, WebinarNinja
Why did I just blow $300K promoting a whitepaper?
Thats the hard question I asked myself but couldnt answerafter all, we were just following the same old SaaS playbook. Sure, sales cycles were long and acquisition was expensive, but thats how everybody grew their companies.
But after I helped launch a freemium product that went from 0-100K users in less than 12 months, I realized the traditional way of selling software was deeply flawed.
Hi, Im Wes Bush, founder of the Product-Led Institute. And in Product-Led Growth, I show you how you can cut your acquisition costs and scale further than you ever thought possible...by making your product the tool that helps you acquire, convert, and retain customers.
But what does it mean to be product-led? How do you know if a product-led growth strategy makes sense for your business? And most importantly, how do you execute it?
Youll find answers to all of these questions inside this book. In addition, Ill also show you:
How to save 3-6 months of development and hundreds of thousands of dollars by launching a free trial in 24 hoursand why you should do it (Ch. 10)
Which HUGE mistake ProfitWells Patrick Campbell says can kill your growth and set you up for long-term failure...and how to avoid making it (Ch. 8)
How to turn more users into customers with the simple framework I inventedthat already drives brands millions in revenue (Ch. 13)
Why you cant ever stop your churn, but how you can (almost) wipe it out (Ch. 15)
The 4-letter decision framework that will help you nail the right go-to-market strategy and growth model for your SaaS (Ch. 2)
Which of the 4 most common SaaS pricing strategies is the ONLY one with long-term viability (Ch. 9)
What the Triple-A sprint cycle is and how to use it to build a sustainable growth processin just 1 month (Ch. 12)
How to stop paying customers from slipping away (Ch. 15)
The 3 apocalyptic tidal waves that are coming for SaaS companiesand what you MUST do to survive them (Ch. 1)
How to make free trial and freemium users hunger to upgrade to paid (Ch. 9)
The single biggest cause of leaky funnels and how to fix it, fast (Ch. 10)
Which 7 people you need in your tiger team to run a successful product-led growth team (Ch. 11)
The #1 thing to improve right now to maximize your customer lifetime value (Ch. 14)
Product-Led Growth also comes packed with do this, not that real-life examples from the industrys biggest brandsas well as a collection of high-converting email scripts you can customize and send out immediately to turn more users into customers.
So if you are a SaaS founder, key decision-maker, or marketer wondering what your next strategic step should be, order your copy of Product-Led Growth today.
This is one of my favorite books of 2019. - Zeno Roch, Chief Product Office, Liferay Cloud
A must-read book for SaaS founders, especially if you have a self-serve SaaS. - Kaloyan Yankulov, Encharge
This book is epic. If you want to know more about how to build a product-led business, you need to read this. Go. Buy. It. Now. - James Gill, CEO, GoSquared
Wes Bush: author's other books
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PRODUCT-LED
GROWTH
How to Build a Product
That Sells Itself
W es Bush is a challenger. Hes challenged himself by running marathons, skydiving, and building a remote business. Hes challenged an entire industry to find a better way to approach SaaS growth. Wes is allergic to the status quo.
As founder and president of the Product-Led Institute, Wes spends his days teaching SaaS businesses how to flip the traditional sales playbook and ignite their growth engine with the Product-Led Growth methodology.
Wes holds a Bachelors Degree in Global Business and Digital Arts from the University of Waterloo. A respected business consultant, Wes understands that flashy marketing and hard sells cant replace the value a customer receives from an exceptional product.
A strong brand and social proof are no longer enough to build trust with the modern buyer. People need to try before they buy. Product-Led Growth turns that philosophy into an executable business strategy.
Learn more about the Product-Led Institute at
ProductLed.com.
Product-Led Growth Book
Copyright 2019 Product-Led Institute
Waterloo, Canada
All Rights Reserved. This book or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher except for brief quotations in a book review.
Printed in Canada.
Product-Led Growth
The future of growth belongs to product-led companies. At HubSpot, we realized this a few years ago, which is why we disrupted our own business model before anyone else could.
- Kieran Flanagan, VP of Marketing, HubSpot
Product-Led Growth is about helping your customers experience the ongoing value your product provides. It is a critical step in successful product design and this book shows you how its done.
- Nir Eyal, Wall Street Journal Bestselling Author of Hooked: How to Build Habit-Forming Products
The future of growth is product led. Data shows that companies leveraging a Product-Led Growth strategy perform better on average faster growth, higher margins, lower burn and stronger valuation multiples. Product-Led Growth will soon become the norm, making it table stakes for SaaS companies that want to win in their markets. What is your company doing to adapt to the product led growth revolution?
Blake Bartlett, Partner, OpenView
Product-Led Growth changes how companies grow because it brings a focus on how the product youve built can help you acquire more customers. Customer acquisition doesnt just become something marketing is focused on, the responsibilities for acquiring great customers expands to the product team as well.
- Hiten Shah, Co-Founder of FYI, Product Habits and Crazy Egg
Product-Led Growth might be buzz-wordy right now but this is going to just be called good business very soon.
- Val Geiser, Digital Strategist
In a world where brands promise more than they can deliver, companies that embrace Product-Led Growth stand out from the pack. Promising a better life to our buyer is now table stakes. We need to deliver on that promise. Our customers deserve it. Instead of hiding our product behind closed doors - its time to lead with our product and let people see for themselves if we deliver on our promise.
- Shobhit Chugh, Product Manager for Crashlytics, Google
Product-Led Growth is about prioritizing the user experience in everything you do: your product, pricing, marketing, customer engagement and even buying experience. An incredible user experience inevitably leads to faster growth, greater customer expansion and best-in-class retention.
- Kyle Poyar, VP of Market Strategy, Openview
Organizations that adopt product-led strategies dont just have higher customer satisfaction ratings, they scale faster all while spending a fraction on acquisition when compared to traditional sales-led organizations. Product is now the single biggest lever for growth - if youre not already moving in this direction, watch out.
- Jackson Noel, CEO, Appcues
Product-Led Growth is the only distribution model worth undertaking once the market is mature.
-Pankaj Prasad, Director of Product Management, Salesforce
Many SaaS businesses strive for $0 customer acquisition cost (CAC) and yet most still end up spending a small fortune acquiring each new customer. If you want to get to $0 CAC, Product-Led Growth is the only way youre going to make it happen.
- Olof Math, CEO, MixMax
Product-Led Growth is the multiplier on top of all the marketing every company is already doing. If youre advertising without a product that naturally markets itself you might as well be lighting your cash on fire.
- Amar Ghose, CEO, ZenMaid
Product-Led Growth means that every team in your business influences the product. Your marketing team will ask, how can our product generate a demand flywheel. Your sales team will ask, how can we use the product to qualify our prospects for us?. Your customer success team asks, how can we create a product that helps customers become successful beyond our dreams?. By having every team focused on the product, you create a culture that is built around enduring customer value.
- Allan Wille, Co-Founder & CEO, Klipfolio
From a marketing and sales perspective, Product-Led Growth is a game-changer. It means you can deliver on your promise to prospects. It also means the product sells itself if you get in front of people at the right stage of the buying process. Rather than stuffing leads into a leaky funnel, you are retaining happy customers who spread the word to others.
- Juliana Casale, Head of Marketing, CrazyEgg
Product-Led Growth is about using your product and your product data to convert prospects, retain users and expand customers. In todays highly competitive SaaS market, Product-Led Growth needs to be an essential component of your technology business.
- Eric Boduch, Chief Evangelist, Pendo
A strong brand and social proof are no longer enough to build trust with the modern buyer. You need to let people try before they buy. The Product-Led Growth model is how you make this whole approach to doing business a reality.
- Karim Zuhri, Head of Product Marketing, SafetyCulture
At heart, Product-Led Growth is incredibly intuitive. Its understanding that no amount of flashy marketing or hard selling can replace the value a customer receives from a product built to fit their needs. Make something that consistently provides value and you can rely on your customers to come back again and again.
- Kristen DeCosta, Growth Marketer, Churn Buster
The sales-led way of buying software: Read about the software, create a list of features needed, let sales qualify you, do a demo, and twist their arm so they give you a trial.
The product-led way of buying software: Just start using the product. Ask for help if you get stuck. Based on your usage and profile, receive personalized recommendations.
Which sounds better to you as a buyer?
- Peter Caputa IV, CEO, Databox
Given the low-barrier to entry in SaaS, competition has never been more fierce. To stand out from the crowd, you need a competitive advantage. Product-Led Growth is the one way to build a sustainable business while lowering your customer acquisition costs and churn.
- Anumita Bhargava, Digital Marketing Specialist, Altina
Product Led Growth is a powerful framework, taking the best parts of product development and go to market expertise to build a customer-obsessed and fast-growing business. Putting your customer at the center of the experience helps you tap into their motivations and behaviors, building loyalty and driving revenue!
- Francesca Krihely, Director of Growth Marketing, MongoDB
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