Hila Qu: recommendation

Transcript context

…Awesome. Because usually B2B softwares are not designed to really get you to use quickly, historically. A good example, there are, I think, all the best PLG companies, they do a awesome job. That's almost like my criteria to say whether this is a great PLG product or not. Think about Miro, as an example. If you go through their activation experience and sign up to usage, they ask very limited questions, very targeted. They drop you, kind of, they ask you about your use case, what are you here for? Are here to do a brainstorm session? Are you here to develop a roadmap? And they quickly gave you templates to get started. Just like in maybe five minutes, you finish the entire journey from go to the website and sign up, answer a few questions, and you are already using the template they provided to do the thing you want to do. That's time to value. That's a success. I think that's a really great standard for all the PLG, like a B2B product, try to follow. So that's activation is usually a good place. If you don't know where to start, do that. And then conversion, I would say, is a place, again, worth investing, but there are two layers. One is the self-check-hub flow, just do some experiments there. You can actually go to any E-commerce website, like, I don't know, go to Lululemon, go to Amazon, make your conversion process as easy as theirs. That should be your goal. The consumers shouldn't be confused about complicated pricing, where to find all of that, so that's a place always worth investing, testing more, because that's revenue so close to be added into your book. And then the PQL/PQA part, the other more-complicated path, I would say that's something you want to figure out activation and self-checkout a little bit, and you want to have some reasonable user number and then invest there, otherwise it can be a little bit jumping too fast and jumping too ahead. And the acquisition, a product-led acquisition is a great place to invest, if you have a collaboration workflow, you have some inherent, internal viral components in your products. Think about Figma, think about Calendarly even, right? It can spread. This product is so easy. You can build something to allow it to spread on its own. Okay. I'm hoping that was really helpful, because I think a lot of people are like where do I start, what do I do to help start moving down this road of product growth? And what I'm hearing generally is just activation is probably where you want to focus, which is essentially getting people to your value quicker. And what's cool about that, and we had a podcast with Lauryn Isford from formerly Airtable, now at Notion, talking about all the ways to do that. And interestingly, one of the biggest levers for retention, and moving retention, is often onboarding and improving activation, so win-win.…

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