As a product-led business, you have an unfair advantage over competitors as you have unlimited access to a dominant growth engine and significantly lower CACs. But, it takes an entire team to make the strategy work.
This week, we’ll go over:
Wes Bush:
So the first one's really just marketing. So whenever we think of the marketing team and in their transition from sales led to product led, I point you to think about how does this marketing team operate differently and what are they doing that they might not be doing right now in the future. And so whenever we think of the role of a marketer in a product led business, one of the things that they're really responsible for whenever it comes to sales led companies is it's typically driving marketing qualified leads. And so marketers can generate those by usually putting up lead forms for content, white papers, guides, demo requests, and score the folks so that's whenever they get to the sales team. Hopefully it's someone who's a good fit for the sales rep to talk to. And when we're looking at this transition, one of the biggest pieces of this is what are we measured on for success?
Wes Bush:
And so a lot of product led marketing teams actually focus a lot more on product qualified leads and who is actually using the product because that's often a better indicator of what are the best campaigns we're investing in or the ones who are driving product qualified leads. And then when you think about just how marketers go about getting more people into the funnel, you can think about the call to actions on the website. So previously sales that companies, most often it's let's sign up for a demo and let's go through this. Whereas now it might just be as simple as get started. You might still have both options. In fact, I probably encourage you to keep both options while you're rolling this out so you don't shake the boat too much, but there is going to be a shift eventually when you're going to be leading more with the get started free option on your website.
Wes Bush:
And holistically one of the biggest challenges here is changing the focus from targeting buyers to users. And this can really be challenging for marketing teams because we've all been told and brainwashed the execs, target the decision makers, as not as say you're never going to target those people, but it's just who are you focusing on in your marketing? Are you targeting just the leaders? If so, those people might not actually be the best fit to use your product right away, and get up to speed, get up to value. It might be the end user who'd have better luck serving, and whether that's creating content that's targeting the users versus the buyers. That is a big transition that needs to take place. And so that's some of the main differences I'll cover as it relates to marketing. But I want you to think about like, what other big changes are there that a marketing team needs to take as they make this transition from sales led to product led.
