The People Side of PLG with Expensify’s Jason Mills [Podcast]


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Expensify kicked off 2019 with a Super Bowl-sized bang, but it’s a well-known fact that for most of their history, they haven’t engaged in outbound marketing or advertising. Oh yeah, and they don’t have a sales team. So what’s the secret to their success? PLG. Jason Mills, the Director of Product and Customers, describes how they focus on their customers and the product to have maximum impact. He also describes how they are proactive about virality, their motivation to remove confusion from the product and how automation is augmented with a human. You’ll also find out what else to expect from the Expensify team in 2019. Prefer to listen on iTunes? Click here.
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Wistia’s CEO on the Role of Sales in a PLG Company [Podcast]


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PLG companies don’t necessarily rely on a large sales and marketing team to grow. Wistia’s Co-founder & CEO, Chris Savage, explains their decision to create a self-service funnel and when their sales team gets involved in the buying process. Chris also explains how the sales team came to be and how they adopted Wistia’s values during the customer’s buying process. Also make sure you check out their One, Ten, One Hundred video series by going to wi.st/series. Prefer to listen on iTunes? Click here.
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Malwarebytes’ Elena Verna on Growth Hacking in the PLG Era


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You’ve seen the growing trend of Growth teams and Growth leaders, but what does that actually mean? Elena Verna, the SVP of Product & Growth at Malwarebytes and formerly the SVP of Growth at SurveyMonkey, wrote the book on growth. This episode is all about the importance of a solid analytics platform, the metrics freemium businesses should focus on, how to make your customers drive acquisition and how the Growth team fits in with the rest of the business. Learn from her biggest wins. Prefer to listen on iTunes? Click here.
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How SendGrid Prioritizes Core Product Improvements [Podcast]


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Scott Williamson, VP of Product at SendGrid (recently acquired by Twilio), is no stranger to utilizing a product to drive growth. He explains the nature of product led growth at SendGrid and how it calls for ruthless prioritization in the core product and a focus around making changes that positively impact the most people. He also discusses the importance of listening to your customers, prioritization of your roadmap, launching a new product within an existing company and much more.     Prefer to listen on iTunes? Listen here.
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Insights from Trello: How to Keep Your Product Simple While Driving Value [Podcast]


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Justin Gallagher, Head of Product Management at Trello, is no stranger to building a simple, yet extremely valuable, product for users. On this episode of BUILD, he explains how Trello came to be, the importance of demonstrating value in your product from the very beginning to drive virality, the concepts that are most important to get right in a self-serve model and much more.     Prefer to listen on iTunes? Click here.
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How Calendly Built Virality Into Their Product to Achieve Rapid Growth [Podcast]


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Welcome to Season 5 of the BUILD podcast! Today’s episode is all about virality. In this episode, we’ll hear from Oji Udezue, VP of Product & Design at Calendly. Oji previously worked at Atlassian where he was the product owner for Atlassian’s communication products like HipChat. Oji discusses the story behind Calendly and how they built virality, network effects, and viral loops into their product. He also explains how to add virality to a product that isn’t inherently viral, how to prioritize building out the core product vs. product enhancements, who should own the growth function in a product led growth business and more. Prefer to listen on iTunes? Click here.
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The Product Led Growth Market Map


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Product led growth (PLG) is the future of SaaS. While the terminology is new to many of us, this go-to-market strategy has been gaining popularity across the software ecosystem for years. Don’t believe us? Check out our PLG Index to see how public companies employing this strategy are outperforming their peers. We developed the PLG Market Map to illustrate the breadth and dynamism of this powerful growth strategy. The Market Map shows us that PLG is being adopted across all product categories, from developer tools to finance applications to enterprise-grade solutions. The most mature companies have built a flywheel where their product is acting as the primary driver of user acquisition, conversion and expansion. We’re excited to see that many companies are incorporating incredibly efficient product led growth strategies into their broader go-to-market plans – and they are getting better at it every day! More than 200 companies are featured
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Is Your Product Right for Product-led Growth?


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Editor’s Note: Product-led growth is a go-to-market strategy propelling the rapid expansion of companies like Slack, Dropbox and Expensify. In fact, we’re seeing it as the primary driver behind many of the companies OpenView has invested in most recently. We feel this strategy is so important to SaaS companies looking to scale, we’re ungating our Product-led Growth Playbook, which features advice on how to implement a PLG strategy in your own company. You can access the full book here and read the eight characteristics of PLG companies below.
There are primarily eight characteristics that product-led growth companies embody. Without following at least some of these eight qualities, it is extremely difficult to make a PLG strategy work for your current product or company. These eight characteristics are:

1. The product market conditions are right for the strategy.

When it comes to implementing a product-led growth strategy, the right market conditions
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SaaStr Annual 2018: Mastering SaaS Pricing


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Editor’s Note: OpenView’s Blake Bartlett and Kyle Poyar literally wrote the book on SaaS pricing. Now they’re bringing ever more pricing insights to you. Check out a copy of their presentation deck from SaaStr Annual 2018 on to learn how to master your own pricing.
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How Klaviyo Made Partnerships Their Key Driver of Growth


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Building a sustainable and healthy customer base through word-of-mouth marketing is in many ways the holy grail – it’s effectively free, done through referrals (which are typically excellent for conversion) and builds good will beyond your wildest dreams. Klaviyo, a marketing automation platform specializing in eCommerce, is one such beneficiary of word-of-mouth marketing, which has a lot to do with the small knit eCommerce community and the natural virality built into the product. While word-of-mouth has served Klaviyo well to date, the company is expanding its customer acquisition channels in order to further accelerate the growth rate of its customer base. Partnerships are one of the areas in which they’ve found the most success. “Partnering with businesses that play in the same space and have trusted partnerships with your target customers can be extremely beneficial,” says Klaviyo VP of Marketing, Agata Celmerowski. “There are a lot of ways that
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