Evidence receipt / recommendation
Published · transcript-backedHila Qu: recommendation
2 Apr 2023 Lenny's Podcast The ultimate guide to adding a PLG motion | Hila Qu (Reforge, GitLab)
“So activation, conversion, usually are two great place to start. And then from there, I would say think about your PQL/PQA, motion, which is the other conversion pass, which is if you also want to have sales blended into this, right, product-led sales motion, how do you set up the structure, the foundation so that you can know what are some data signal to tell you those are better leads?”
— Hila Qu
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- Speaker
- Hila Qu
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- recommendation
- Recorded
- 2 Apr 2023
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- Lenny's Podcast
Transcript context
…This episode is brought to you by Ahrefs. You probably know Ahrefs as one of the leading all-in-one SEO tools, used by companies like Facebook, Uber, Shopify, LinkedIn, Pinterest, and thousands more. But Ahrefs is not just for big companies. With their new Ahrefs webmaster tools, you can optimize your personal website like a professional for free. You can scan your website for over a hundred common SEO issues that might be hurting your performance in search engines, plus get advice on how to fix those errors. You can have it automatically browse your website's internal and external links, and get actionable insights from your backlink profiles, and you can learn what keywords your website ranks for and see how you stack up against your competitors. Visit ahrefs.com/awt and start improving your website's visibility. That's ahrefs. com/awt. Okay, so let's get into that then. So you've done this audit, what other advice do you have for folks to figure out where they should start and invest in that part of the product to help launch product-led growth? You can do a audit like this yourself, right. Just imagine if you are a B2C user trying to buy a product, you want it to be easy. Ideally, PLG for B2B can be that easy as well. So go through that process and identify, where is confusing, where do you get stuck? If you find- ... where is confusing. Where do you get stuck if you find that you have a problem with activation, meaning if you enter into the product you are like what do I do, I don't know what should I do, and maybe I just left. And then, if that's the biggest opportunity, activation, then you need to think about find the right aha moment metric as the first step, as we just talked about, because that's the success, that's the goalpost. And then, design a product experience to help more people together. And I usually think about do is better than show is better than tell, meaning you want to remove all the frictions and somehow give them a warm start, give them some sample template, give them some sample thing they can play with initially in that very moment already, and you can supplement that with your email to bring them to the product if they don't do that. So that's activation. If activation is okay, but your conversion, your self-check checkout flow, usually there are also room for improvement. Many company I work with, when I try to buy, I cannot even find where to buy. It's very hard to find where do I click to start this checkout process, or they may have some frictions in the checkout flow where it's not localized. One company, when I look at their data, they find that India has very low success rate, which is expected, but we begin to say it's because the payment solution they choose actually doesn't support that market well. And they added another payment solution, immediately they are seeing much better success rate. And if they're already in the checkout, you don't want to lose any of them, right? Just do a hundred experiments to get to as much higher kind of commercial possible, because you don't want to lose any of them. So activation, conversion, usually are two great place to start. And then from there, I would say think about your PQL/PQA, motion, which is the other conversion pass, which is if you also want to have sales blended into this, right, product-led sales motion, how do you set up the structure, the foundation so that you can know what are some data signal to tell you those are better leads? And what are some customer criteria, in terms of size segment, you should set up, how do you get those data, and then how do you hand this to your sales team, how they can close using those data, use this knowledge? That's another very big opportunity area. That's a bigger effort, compared to those two low-hanging fruits. And the last thing I would say, product-led acquisition is a great place to start. If your product is a collaboration software, think about Airtable and it's Figma, right? As part of my workflow, I invite my team to join, I spread this out. led acquisition is a great place to start. If your product is a collaboration software, think about Airtable and it's Figma, right? As part of my workflow, I invite my team to join, I spread this out. If you have that use case, you can build that into a product that's awesome, that's very powerful.…
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