ProductLed Podcast

Esben Friis-Jensen is the Co-Founder and Chief Growth Officer at Userflow, the fastest way for user onboarding for modern SaaS businesses. He is also the Co-Founder and Adviser at Cobalt, a modern application security platform enabling businesses to run on-demand Penetration Testing and vulnerability assessments - Pentest as a Service. The goal of this episode is to accelerate learning while transitioning from sales-led to product-led. Esben will talk about the whole transition: What other leaders are doing in this transition and what mistakes they make to avoid doing it again.  Show Notes [01:09] A brief background about Esben [03:38] His thoughts when they started the product-led movement [07:11] Reasons why they started out as more sales-led [11:15] The challenges they experienced along the way [15:40] How they fostered organizational change  [18:55] The process they went through to get the rest of the team onboard [23:32] How they got buy-in from the teams in the process of transitioning [28:49] First quick wins they had in testing the unknowns [34:50] More advice on iteration from Esben [37:42] The next thing for him at Userflow [39:47] Where to find Esben About Esben Friis-Jensen Esben Friis-Jensen is originally from Denmark but has lived in the United States for the last eight years. Aside from Userflow and Cobalt, he has also worked as a consultant in the SAP division of Accenture, responsible for managing the test and deployment of global large-scale SAP implementations.  Link Product-Led Slack   Profiles Userflow Cobalt LinkedIn

Yuliya Malysh is the Head of Self-service and Growth at Miro. Miro is a fast, free, and simple-to-use online whiteboard built to help you collaborate with others any time, anywhere. She has been with the company since 2013, starting as the Self Service and Data Team Lead. In this episode, Yuliya will talk about how Miro applies product-led growth and how it accelerates its growth.  Show Notes [01:21] The routine Yuliya developed during the lockdown [04:21] Why is product-led growth important, and how has it help grown Miro for her [06:26] How she makes her team learn from customers continuously  [11:02] What the WTF exercise is [12:26] The importance of ‘Time To Value’ and what they do at Miro to reduce it [15:34] Examples of good friction she introduced to her team that bring positive impact on activation [18:16] How she encourages people to share the experience with others [21:09] How she crafts an experience for the multiple-use case for customer engagement [23:44] On limiting use cases in the beginning [26:53] Her recommendation on the right metrics to use in tracking product-led growth success [29:33] How to connect with Yuliya About Yuliya Malysh Yuliya Malysh is a visual thinker. She empowers teams to create excellent products and experiences anywhere and everywhere by making visual collaboration possible and easy, making it her career mission. Links  Facebook Twitter Slack    Profile Miro LinkedIn

Andrew Capland is the Head of Growth at Postscript, focused on driving product adoption and engagement. Postscript is an SMS marketing platform for Shopify stores that allows clients to send campaigns, create automation, and drive new revenue for their store to ensure ROI.  Show Notes [00:53] Who Andrew is [02:58] How to start a growth team from scratch and balancing it with your main job  [05:29] His thoughts around why companies should have a growth team [07:35] The process of being a lone wolf to scaling it up  [10:37] What initiatives he executed in the initial phase before blowing growth up into a department [13:43] Situations wherein he bumped into other teams working on growth and how he handled it [17:12] How he identifies quick wins to get people’s buy-in [20:01] How he strikes a balance between improving the user onboarding and looking at the bigger picture [22:19] What he does quarterly to make sure his ideas are executed  [24:10] About the Full Story Friday and the things he does to do a follow-ups [28:53] Some mistakes he did that he can tell others to avoid [31:54] On developing himself as a growth leader and his team to level up   [34:49] Examples of growth playbooks he can share [38:08] What will he focus on if hired as the Growth head of a company that has not been launched yet [40:45] His view on doing Growth in a Product-Led vs. Sales-Led company [44:06] The great lessons he learned on starting and scaling a growth team [45:32] Something that he is working on that may be useful for growth people or those who are thinking about doing growth About Andrew Capland Andrew Capland is an expert of Product-Led and a Growth nerd. He lives, breathes, and loves all types of growth such as product-led, Growth marketing, Growth product management, etc. He is also a busy person as he welcomes his newborn baby into their family. He has worked all across the funnel from user acquisition, user onboarding, pricing optimization, and retention. He has previously worked in Wistia as Director of Growth and HubSpot as the Principal Outbound Marketing Consultant.   Links  Shopify  Wistia Hubspot VWO Drift Gorgias   Profiles Postscript Delivering Value You were just hired as the Head of Growth at a startup article

Norah Shi is the Growth Analytics Manager, and Eduardo Gomez Ruiz is the UX Research Lead at Miro. Miro is a digital whiteboard that makes collaboration virtually easier. In this episode, the discussion will focus on the guidelines on how analytics and UX Research can give astonishing insights on forming delightful products that customers will love. Show Notes [01:46] What they did before joining Miro [03:25] The size of Miro as a company and a team for them [04:57] What it is like working in UX Research at Miro for Eduardo [07:43] What the Growth team at Miro does and its size as a team for Norah [11:18] How Eduardo collaborates with other teams [10:36] Norah’s transition from dealing with data to dealing with people for research [16:19] The way of researching at Miro [19:20] Sharing her experience in leading her first N2N research and its benefits [23:21] His view on the ideal acceptance rate and number of invites to send out for recruitment [24:37] Their most unforgettable user interview [27:28] The rewards for the research and measuring customer love at Miro  [30:44] How Norah feels about MPS and trying sentiment analysis [32:14] His thoughts on handpicking quotes for MPS [34:22] A walkthrough of the analysis process [37:53] Her brilliant idea of inviting five teams in debriefing sessions [40:45] The most crucial part of the tool tech to support capturing insights apart from Miro [42:08] More about Miro boards [43:58] Eduardo shares some good resources for the listeners [44:25] On working, coordinating globally remotely, and the Miro culture [47:54] What would Norah do differently, knowing what she knows now when she first did her research [48:38] What Eduardo thinks that Norah has done that adds value [49:57] Their recommendations on what the listeners can do to start with research ASAP About Norah and Eduardo Norah Shi is an expert on Growth at Miro. She has honed her skills from Uber as a Strategy and Planning Senior Associate under UberEats EMEA and PwC as an Analytics Consultant.  Eduardo Gomez Ruiz is an expert in multi-market research studies and international business growth. Apart from Miro, he has worked with Uber, leading the Loyalty program creation for Uber Pro, Google, or Mitsubishi Electric.  Links Zoom Paypal  Profile Miro 

Anna Talerico is the Operating Partner at Arthur Ventures in Nashville, Tennessee. Arthur Ventures is an early growth capital firm that leads investments in B2B software companies located outside Silicon Valley. She partners with portfolio companies to help them take advantage of strategic and tactical opportunities to accelerate growth and create enterprise value. Show Notes [01:04] What Anna loves to do [02:09] What Arthur Ventures is and its focus [03:12] Why should people be wary of the traditional SaaS inside sales model [04:59] The shift of inside sales role in a product-led organization [08:15] The value-adding moments of the customer journey [10:36] An example of success in doing high touch in small accounts [11:42] On motion efficiency [13:38] Where to start for a traditional product-led organization to build a world-class expansion team  [16:51] When is the right time for a purely product-led company to add more sales assisted motion [19:16] Structuring sales compensation for a product-led organization [21:42] The ideal range of commissions for salespeople [23:58] The role of SDRs in a product-led organization [26:27] What product-led funnel and product-led growth are for Arthur Ventures [30:41] Her pieces of advice to product listeners About Anna Talerico Anna Talerico takes pride in helping to build and scale software companies and tackling the challenges faced by startups and high-growth SaaS companies. She focuses on the go-to-market, people, culture, and creating significant enterprise value. She is an expert on handling customers, increasing product adoption, building efficient sales teams, shaping desirable company culture, and most of all, running high-growth, capital-efficient organizations. Link IBM Profile Arthur VenturesAnna on TwitterAnna on LinkedIn

Yazan Sehwail is the Co-founder and CEO at Userpilot. It is a product growth platform that helps product teams deliver personalized in-app experiences to increase growth metrics at every stage of the user journey. In this episode, Yazan will talk about Userpilot features and ways of doing things relating to product growth. With that, he will also share his perspective about AB Testing and more about product activation. He will also share essential tips and advice for product people that will surely help. Show Notes [00:29] What Userpilot is [01:36] What is involved in conducting AB Testing and how to do it [02:46] How they got the buy-in from the whole team in the process at Userpilot [03:37] What is an effective Product Activation experiment for him [06:14] The impact of activation experiments for him [07:44] His view on the timing of conducting effective activation experiments [10:21] His suggestion on indicating aha moments in user activation [12:57] What he suggests for teams with multiple use cases [14:47] How to improve product activation for him [18:39] Pointing out results in using the process [20:36] Pieces of advice for product people [22:54] How to know more about Yazan and Userpilot About Yazan Sehwail Yazan Sehwail has a vast knowledge of the B2B SaaS space. He is an exceptional resource for strategy, sales operations, and developing scalable processes to improve companies concerning growth. He is previously the co-founder and brand manager at InnerChip. It is a software development firm specializing in enterprise web app development. Profile UserpilotUserpilot Blog

Tom Ronen is the head of customer success at monday.com. Monday.com is a global software company founded in 2014. Its product is a simple and super customizable Work Operating System (Work OS), a tool that powers teams to run projects and workflows with confidence. In this episode, Tom will talk about how product and customer success collaborate on monday.com. Show Notes [01:56] What monday.com is and its customers [03:05] The importance of customer success and product teams to work closely together for him [06:14] On finding the north star for both teams and KPIs to prioritize [08:00] Who are the ‘active customers’ for monday.com [10:13] Propagating the culture of transparency in all teams at monday.com [12:31] Strategies to encourage collaboration from the teams at monday.com [14:28] The evident effects of the system of doing things at monday.com [18:00] His advice for product-led leaders and growth people on setting priorities [20:25] His advice for customer success people in product-led organizations on getting their voices heard [22:08] How to connect with Tom About Tom Ronen Tom Ronen is an experienced Customer Team Lead working for various companies in the software industry. He possesses the following skills in sales, public speaking, management in a fast-paced startup environment. Aside fromHe was previously connected with Israeli Defense Forces (IDF) as a Commanding Officer - Combat Patrol Ship Unit for three years and two months.  Profile monday.comTom Ronen on LinkedIn

Fung-Lin Wu and Tatiana Morozova are powerful women handling important roles at MongoDB. It is an open-source document database used in many modern web applications. They are behind the successful acquisition and retention alignment. They have proven that working together is possible and will bring positive results to the company, especially on customer activation.  Show Notes [00:51] Their background and roles at MongoDB [02:42] How they keep the funnel flow smoothly from acquisition to retention [04:34] How they measure quality sign-ups at MongoDB [06:47] Frequency of their meetings to keep track of progress [08:51] Success metrics and OKRs used across the teams at MongoDB [11:32] What they do to maintain the alignment of teams [13:52] A proof of their success in working together [15:39] Teams they work with closely to ensure Product Led success [17:45] Their bits of advice on acquisition retention alignment About Fung-Lin Wu and Tatiana Morozova Fung-Lin Wu is the Director of Retention Marketing at MongoDB who focuses on driving user activation and engagement throughout a customer's lifecycle. She is passionate about impacting business initiatives through customer lifecycle marketing, digital marketing, demand generation, and marketing analytics. Her experience includes Growth Marketing, Digital Marketing, Marketing Operations, and Marketing Analytics in the technology industry.  Tatiana Morozova is the Growth Marketing Lead at MongoDB. She is a seasonal marketing professional with a strong ability to optimize business processes and scale user growth.  Profile MongoDBFung-Lin Wu's LinkedInTatiana Morozova's LinkedIn

Chris Smith is a Melbourne-based expert who is the founder and CEO of BIG Esports, a consulting firm that helps companies find their authentic voice and set up the right amplifiers to reach their audience. He also launches his podcasts on LinkedIn, where he has over 24,000 followers. In this episode, he will dig deep into creating a competitive edge on LinkedIn and other social media platforms that is super relevant for those who want to step up in the content creation game. Show Notes [01:33] How Chris started his passion and building his niche [03:39] The importance of skills in gaming for him [05:22] How he manages his time to stay active in social media [08:12] His recommendations in posting on various social media platforms [11:22] His creative team and quality content work [13:12] On finding the right stories for clients he works with [17:03] His thoughts about B2B influencers and how to find them [21:52] How his podcasting activities fits his social media activities [24:54] How he goes about the analytics for his posts [28:23] The metrics tracking platform he uses to monitor posts [30:11] His ideas on interesting collaboration on social media along the line of gaming [34:03] Two things to learn from gaming vertical and other good stuff for him [37:14] What games got hooked to at the moment [38:00] On using the Clubhouse app [39:59] Bits of advice from Chris [40:48] Where to connect with him About Chris Smith Chris Smith is a big expert in the gaming and Esport industry. His passion for esports and continued business growth is what comes first for him. He is into business consulting, management consulting, public relations, and project management. He used to work in marketing and Public Relations for computer-enhancing giants such as Corsair and ThermalTake. ‘Building a strong network of like-minded individuals is where he prides himself as a professional, striving for the success of those who join him in his journey.  Links LinkedInShieldCanvaClubhouse Profile Chris Smith’s Email AddressChris Smith on TwitterChris Smith on LinkedInBIG Esports

David Rostan is Head of Revenue (Sales & Marketing) at Stonly in New York. Stonly is a company that created a unique widget to build interactive guides to lead clients’ customers to activation, issue resolution, and success on their terms. He has previously worked with fascinating product-led companies such as Calendly as VP for sales and marketing and Dashly as Head of organic and product marketing. These companies are known for effectively scaling that improved their onboarding experiences. In this episode, David will talk about the topic at hand -- how to use customer intent to build product onboarding that scales. Show Notes [01:19] How David got fascinated in customer intent and product onboarding and scales [03:45] The importance of tailoring onboarding for different user intent for him [05:51] His view on the differences of customer intent at different stages [07:59] What customer intent is for him [10:59] On ‘asking’ as the first step to meaningfully understand customer intent  [14:39] On testing and seeing what resonates as the second step [17:27] On identifying the pattern, replicate successes, and observe as the last steps [23:13] What he does best to scale the business right now [26:23] His favorite companies using user intent [29:12] What intent signals he looks for to ensure success for clients [31:36] The results of the experiments he had on user intent to scale onboarding [35:27] On how to further use customer intent to scale and deliver superb onboarding experiences  [37:53] Ways on building the empathy muscle for him [40:26] Where to find out more about David About David Rostan David Rostan is a marketing bigshot with a track record of starting up and expanding mobile products and applications on the web in Fortune 100 and start-up environments. He has outstanding experience in leading all aspects of marketing strategy, such as but not limited to customer acquisition, product innovation, customer research, branding, and data analytics, to accomplish business objectives. He has accomplished so much as an entrepreneur. He has launched 3 SaaS applications and grew them via online and offline sales and marketing channels. He specializes in the following fields: digital marketing and strategy, customer acquisition and channel prioritization, customer development and market research, technology innovation and product management, team building or hiring, strategic planning (OKRs), and leadership. Profile David Rostan on LinkedInDavid Rostan’s Email AddressStonly