Optimizing The Free Trial Experience with Giovanni Hobbins, Head of Product at Matcha

While seemingly trivial, the shift from sales-led to product-led is actually a massive one. And today’s guest will give us some insight into what it was like. Giovanni Hobbins is a designer, entrepreneur, and product manager. He co-founded (and sold) Nightly Labs and Campus Bubble. He was formerly built product at FullStory. Currently, he is the head of product at Matcha. In this episode, Giovanni shared their journey from sales-led to product-led including the reason they had to make the transition, how he motivated the team around the shift, and how he facilitated culture change.

Show Notes

[00:50] His background and how he became the head of product at Matcha

[01:57] A quick overview of what Matcha is all about

[04:00] What the transition to product-led has been like

[08:46] What pushed them to make the transition to product-led

[10:54] How he motivated the team around the shift

[12:31] How he convinced the investors and the board to pursue product-led

[13:44] How the shift affected the service component of the business

[15:48] The role support plays in a product-led business

[18:07] How he structures their roadmap and the inputs he looks for

[21:41] Effective way to get everyone on the same page

[25:48] How he facilitated culture change

[26:08] Where people can find him

About Giovanni Hobbins

Giovanni Hobbins is the head of product at Matcha, the content marketing experts for e-commerce and lifestyle brands. Aside from creating a technology platform designed to help marketing teams scale content production and measure results, Matcha also provides a done-for-you content service in the form of data analysis, distribution management, and original content production. Matcha’s mission is to give every brand the power of storytelling so they can can deliver more meaningful customer experiences and achieve sustainable growth. 


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About The Product-Led Podcast Hosts

Wes Bush

Wes Bush is the author of the bestselling book on Product-Led Growth. 

He’s the founder of the Product-Led Institute and host of the popular Product-Led Summit.

Bush is best known for challenging the way SaaS leaders approach growth and has been featured in over 100 media outlets, including Forbes, MarketingLand, and Openview.
Ramli John

Ramli John is a product-led consultant and educator with Product-Led Institute. 

He's the founder and host of the Growth Marketing Today podcast, where he's interviewed marketing experts like Rand Fishkin, April Dunford, Hiten Shah, and more.

Ramli works with SaaS companies to optimize their user onboarding flow and retention rates.

Wes Bush
Wes Bush
Wes Bush is the bestselling author of Product-Led Growth. He’s a renowned Product-Led Growth pioneer and has challenged an entire industry to find a better way to approach SaaS growth.