The Product-Led Growth Conference organized by Boussias Communications, will be hosted this January 31, in Athens Greece and is one of the few events worldwide dedicated to exposing the best practices on PLG and beyond. The conference will feature both local and international speakers, who will share global best practices, case studies and goal-oriented approaches to help your organization make the Product-Led transition.

Why so much fuzz around Product-Led Growth?

Despite the fact that Product-Led Growth is a relatively new concept, it is already thriving. For the simple reason that the way people are experiencing software keeps changing.  IT consumerization, fierce competition, reduced switching costs and the rise of customers’ voice on social mediums are the main factors supporting that direction. 

What is Product-Led Growth?

A Product-Led growth GTM strategy puts the product at the center of the organization. Product-Led organizations deliver products that anticipate and answer customers evolving needs. They achieve that by delivering stellar, customer-centric product experiences.

<img src="product-led-growth.png " alt="Product-led growth"/>

In this instance, the product is not a part of the customer experience. In a Product-Led growth GTM strategy, the product is the experience. 

An experience so strong and optimized that converts accounts, in a matter of minutes. While it keeps delivering value on a consistent cadence in order to retain and expand them.

 

Currently, the one challenge following Product-Led transformation is that most organizations are unaware of the results a Product-Led Growth model yields. As a matter of fact according to Openview:

  • Public Product-Led Growth organizations perform better than others, Including those organizations built for the Sales & Marketing-Led era. 
  • Today there are 21 large public companies with a PLG model including all of the top IPOs this year. These companies have a combined market capitalization of $208B and are performing better post-IPO, too. Exemplary organizations are Zoom, Datadog, Slack, Fastly, Pagerduty, Elastic, Surveymonkey, Pluralsight, Smartsheet, Docusign, Dropbox, Twilio, Atlassian, Shopify, New Relic, Hubspot, and others.
  • A Product-Led Growth approach leads to increased revenue. This is mostly achieved because it satisfies both buyers and end-users.

What challenges may follow organizations that need to attend the Product-Led Growth conference:

  • Customer needs to be considered when new product developments are designed and launched
  • The need for the development of a common language across internal departments is imperative. 
  • Handholding is the number one factor blocking your organization’s growth?  
  • The need to discover methods that optimize user behavior post-purchase and patterns behind retention and expansion is high.
  • Customer-facing departments need to train users at scale.
  • The revenue product features deliver are not assessed efficiently.
  • The go-to-market and business strategy need to be revamped with product deliverables in mind.
  • Acquisition and retention costs keep increasing while accounts’ lifetime value keeps decreasing.

<img src="product-led-growth-conference-challenges.png " alt="Product-led growth challenges"/>If those challenges aren’t new for your organization, then the Product-Led Growth summit is the one event you need to attend in 2020.

The conference will address emerging practices, already adopted and deployed from the most successful product-led organizations worldwide. But even beyond that, the summit’s competitive advantage is that it does not concern only one department within an organization. On the contrary. For Product-Led Growth to be achieved it needs to become an intentional effort across an organization.

Who does the Product-Led Growth Summit concern?

The frameworks and practices analyzed concern most internal departments like product management, engineering, marketing, customer success, customer support and sales to name just a few. 

Marketing

The number one question following marketing practitioners is how to attract better leads that convert and retain well downstream? 

Why marketers should attend the Product-Led Growth summit?
  1. To learn what characteristics follow the marketing qualified leads (MQLs) that turn out to be product qualified leads (PQLs) and happy paying customers.
  2. To understand how, despite the rise of multichannel touchpoints, market positioning can remain sustainable and reflect on customers’ needs.  
  3. To deepen their roots in the customer journey by creating alignment with internal teams.
  4. To make conversions not the scope but the outcome of marketing activations and learn why WOM, content delights, and product education should be the main Product-Led Growth KPIs assessing marketing practices.

Sales 

The way users consume products has changed forever. But. even nowadays Sales reach out relies on online metrics and ignore product usage. Something that keeps conversion rates low and increases acquisition costs. 

Why should Sales executives attend the Product-Led Growth summit?
  1. To become data-driven and consider both online and product metrics to discover prospects with increased buying intent.
  2. To capitalize on product-driven engagements,  eliminate airtime conversation for product capabilities and adopt a consultative strategic approach that will help them achieve the internal buy-in
  3. To streamline the onboarding process by passing valuable feedback to Product Management, Customer Success and Support.
  4. Being owners of both trial data and business acquisition metrics Sales are able to identify PQLs and deliver better projections in regards to expected ROI.

<img src="product-led-growth-conference-sales.png " alt="Product-led growth in sales"/>Customer Success 

When serving enterprise customers, Customer Success Managers deliver a custom treatment since the first are ingrained into complex procedures and deployments.

Why Customer Success Managers should attend the Product-Led Growth summit?
  1. To accelerate the onboarding process with data-driven product engagements that can educate multiple users at scale.
  2. To learn how to become data-driven & align with internal teams (sales, product, support, professional services) to discover customer journey bottlenecks.
  3. To acknowledge how to assess product deliverables and become proactive towards customers’ requests.
  4. To evaluate customer feedback both in regards to direct interactions with customers (qualitative) and in-product behavior (quantitative) 

<img src="product-led-growth-conference-customer-success.png " alt="Product-led growth in customer success"/>Product Management

Until very recently, gut feelings and isolation from the customer journey described Product Management’s role. With Product-Led Growth on the rise, the need for stellar product experiences has become paramount and Product Management’s involvement is imperative throughout the customer lifecycle. 

Why Product Managers should attend the Product-Led Growth summit?
  1. To learn how to deliver stellar product experiences that accelerate users’ proficiency and increase activation, retention and expansion levels. 
  2. To understand how to create products customers love by considering any form of feedback received (qualitative & quantitative).
  3. To understand how to deliver product developments that reflect on customers’ needs without compromising product vision.
  4. To discover which Product-Led Growth metrics they need to consider aside from the rest business KPIs & benchmarks.

<img src="product-led-growth-conference-product-managers.png " alt="Product-led growth in product management"/>

What is Unique about the Product-Led Growth Conference 

  1. It is one of the few conferences worldwide addressing both the plethora of Product-Led Growth practices and reflects on organizations need to optimize their Go-to-market and holistic business strategy.
  2. The speakers are top product-led practitioners from around the globe, who design, practice and deliver product-led growth techniques daily. Participants will be able to learn from executives that have already faced the struggles organizations are striving to solve.
  3. Despite the fact that the speaker’s line-up is one of a kind and the practices analyzed unique, the pricing is equal to the ¼ of other tech events across the globe. Something that enables organizations to have multiple team members attending when in other conferences budget constraints prevents that.
  4. Participants will become part of the global Product-Led realm,  connect in person with product-obsessed practitioners, and create valuable relationships.
  5. Attendees will learn how to reorganize their company around the product & discover solutions facilitating growth in fast-moving markets.
  6. Product, Marketing and customer-facing executives will learn how to deliver a customer-centric approach derived directly from products’ insights & feedback

Are you ready to make the Product-Led transition? 

Despina Exadaktylou

Despina Exadaktylou

Experienced Product-Led Growth consultant and founder of ReinventGrowth, enabling SaaS businesses to implement & scale their Product-Led Growth strategies.

Leave a Reply