Elena Verna: prediction

Transcript context

…What are some examples of B2B product consumerization? It's like an onboarding experience, the design. What are some elements that you found to be effective for bringing consumer experiences into B2B? It's all about customer centricity. It's redefining who customer is. Before customer was an enterprise buyer. So you build for that buyer to be able to see the features. Now, we're redefining customer to be a user. So now, we're actually building for our users. It does start from onboarding. It does start from your time to value. It does start from your activation experience, the habit loops that can be built on top of it. It's all encompassing. It's measured by your affinity and advocacy on the product, your NPS of the product if you want to stand up word of mouth loops, but it's the redefinition of the user centricity that is driving it. You have so many examples of it. I think some of the famous ones are Slack. Slack just blew away through enterprise because they built for users, not for enterprise buyers, and buyers were cornered to make that decision as opposed to choosing Slack for the organization. Not a single enterprise buyer I know has ever chosen Slack for their organizations. People have spoken. Same thing for Miro. It's fantastic to see that people actually bring those softwares in the product, in the company saying, "I will collaborate better. I'll be more effective if we have this solution," and enterprise buyers do pay out because they already see utilization happening upfront. Amplitude is going through the same wave, that traditional, "Hey, your head of data buys analytics product for you." It's starting from bottoms up and that user adoption first, which is fascinating to see. The more industries and more products go through this evolution, the better it is for us, the users, because they actually are going to build solving our problems as opposed to solving checklists of security, data storage, and compliance. We're circling around these ideas, product-led, bottom up. Just to give people a baseline definition, how do you think about the idea of what is product-led versus bottom up? Do you think of them synonymously usually? What else should people be thinking about when they're thinking about these kinds of topics?…

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