ProductLed Podcast

Karishma Rajaratnam is the head of growth at ChartMogul, the world’s first subscription data platform is designed to help make consolidate and clean billing data easy. ChartMogul can help businesses understand the dynamics of their business and see where they need to focus their efforts. In this episode, Karishma talked about the marketing channels they have tapped, how they work seamlessly with their sales team, and how the sales team deals with warm outbounds.  Show Notes [02:19] What ChartMogul is [03:14] What their primary focus is right now [03:59] How they work with the sales team [06:30] Tasks their sales team are currently handling [07:38] Marketing channels they have tapped [10:55] What her functions are [12:42] How they work seamlessly with their sales team [13:47] How often they get together with the sales team [15:10] How the company’s sales functions has evolved [15:15] Their basic version of a PQL [18:08] How the sales team deals with warm outbounds [19:04] Tools they use to segment the experiences [20:47] Piece of advice she would like to give to product-led companies [22:30] Where people can find out more About Karishma Rajaratnam Karishma Rajaratnam is a brilliant marketer passionate about growing the SaaS business. She is also the head of growth at ChartMogul where she leads the acquisition, onboarding, and engagement. She is also in charge of partner marketing, content and customer marketing, and product marketing and GTM. Karishma is also advisor to early-stage founders and works with startups like TechStars, SaasBoomi, and Co.labs.  Profile ChartMogulKarishma Rajaratnam on TwitterKarishma Rajaratnam on LinkedIn

Connor Bradley is the manager of growth at Jobber, an award-winning software that ’s designed to help small home service businesses organize their entire operations, from managing their crews, scheduling jobs, to invoicing customers and collecting payments. In this episode, Connor talked about their growth journey at Jobber, how it started, how they got the buy-in of the engineers, and their future plans. Show Notes [01:00] High-level overview of Jobber and how his role fits in [02:12] How long he’s been at Jobber [02:46] How his growth journey started [04:29] How they navigated the lifecycle journey for the first time [08:24] What their agreement was [09:39] What the first version of growth at Jobber was like [10:40] First couple of projects they had10:40 First couple of projects they had [18:10] Some mistakes they would have wanted to avoid [19:38] How they’ve honed their growth skillset over the years [21:40] How he got the buy-in of the engineers [24:12] Other things that have helped them along the way [28:50] What’s next for him at Jobber [29:42] Hobby he has picked up during quarantine About Connor Bradley Connor Bradley manages growth at Jobber, a field service management software that is customizable to fit your process. At Jobber, he manages a team of designers and engineers who are constantly experimenting to validate ideas that are tied to growth. With an extensive experience in SaaS, he constantly provides guidance in terms of driving top-of-funnel leads and moving opportunities through to ACV revenue. Links Nuffshoptalk NewsletterJobber Website Profile Connor Bradley on LinkedInConnor Bradley on Twitter

If you want to grow your SaaS product through product-led storytelling, today’s guest can show you the way. Victor Eduoh has been developing authority-building stories that are designed to capture, engage, and turn prospects into product-qualified leads, trial users, and customers. In this episode, Victor shared the importance of product-led storytelling, how it fits into the different marketing funnels, and how businesses can create better stories for product-led storytelling. Show Notes [01:34] What product-led storytelling is and why product-led companies should care about it [03:18] How product-led storytelling fits into the different marketing funnels [06:02] How product-led storytelling differs from conventional content marketing [10:21] How people can create better stories for product-led storytelling [14:20] What the next step should be after content and empathy [18:50] Common mistakes companies make [23:57] Businesses that are doing a great job with product-led storytelling [28:20] His piece of advice when it comes to product-led storytelling [31:34] Where people can find him online About Victor Eduoh Victor Eduoh is a master copywriter and a product-led SaaS content strategist. His consulting firm helps SaaS brands grow by creating a bespoke and ROI-focused content marketing for them. In addition, he helps companies stand out and acquire new customers using two unique and research-backed frameworks: The SaaS Topic Clusters’ Strategy, and Product-Led Storytelling. Links 7 Habits of Highly Effective People: Powerful Lessons in Personal Change by Stephen R. CoveyAhrefs Profile Victor Eduoh WebsiteVictor Eduoh on LinkedIn

Eric Keating is the VP of marketing at Appcues, a platform that converts new users into raving fans with personalized and automated onboarding, surveys, announcements, and product tours. In this episode, Eric shared his thoughts on removing friction, the most common misconception about product-led, and where Appcues fits into the whole system. Show Notes [04:51] The first time he heard about the concept of product-led [07:04] Why the product-led concept has gained so much traction [09:44] The most common misconception about product-led  [13:39] How to decide if freemium or free trial is right for your business [15:33] How they decided whether to go for usage or the 7-day trial [19:30] When should sales intervene in the free trial or freemium experience [22:24] His thoughts on removing friction [24:12] Why enterprise businesses are adopting the product-led strategy [26:17] His advice for large enterprise companies that want to try product-led [28:19] Types of businesses that might not benefit from product-led growth [30:49] How Appcues fits into the whole system [34:45] His advice for those who want to try product-led  [36:24] Where people can find out more about him and Appcues About Eric Keating Eric Keating is the VP of marketing at Appcues. He is also a team builder, company steward, and go-to-strategist. At Appcues, they also developed the Product-Led Platforms so delivering exceptional user experiences at scale is easier. Appcues also aims to help companies deliver product experiences that create scalable business growth and happier customers. Links Hubspot Product Led InstituteAmazonSpotifyNetflixUberSuperhumanUserlistIBM Profile AppcuesEric Keating on LinkedIn

David Atmaram Satterwhite is the chief revenue officer at UserTesting, an on-demand human insights platform that help companies make accurate customer-centric decisions at every level and at the speed their business demands. In this episode, David shared what their product led journey has been like, the importance of ensuring the whole process is seamless, and why they decided to offer free trial.  Show Notes [02:00] What UserTesting is [04:35] What their product led journey has been like [07:00] Why they decided to offer free trial [08:20] What is required to launch free trial [09:55] Why people need to apply for the free trial [10:19] What they’re looking to implement to offer that touch less free trial experience [12:31] The UserTesting team’s WHY [15:29] The importance of ensuring the whole process is seamless [17:19] Key requirements for teams that are considering product led [20:20] His advice to enterprise or sales teams that want to transition to product led [22:50] Where people can find out more about him and UserTesting About David Atmaram Satterwhite David Atmaram Satterwhite is passionate about building and leading teams. He also loves bringing great solutions and technology to the market and earning the loyalty of customers. For almost two decades now, David has been the executive in charge of revenue for companies like Good Technology, PubNub, newScale, and UserTesting. Links YammerMicrosoft Profile UserTestingDavid Atmaram Satterwhite on LinkedIn

While the concept of a growth leader is new, it is something Andrew Capland knows like the back of his hand. Andrew is the head of growth at Postcript, the SMS marketing product for growing Shopify stores. In this episode, Andrew shared his thoughts on mentorship, the top skills growth people have, and the biggest challenge one experiences when making a transition. Show Notes [02:42] How he got into growth [06:36] Top skills growth people have [09:00] How he learns how to learn [12:42] Landmines people that are new in a company should look at [13:53] How to know when to move on to the next job or next opportunity [15:54] Impactful books he has taken to heart [17:25] Biggest challenge when making a transition [19:07] His thoughts on mentorship [22:38] How he started giving back [25:15] His advice to his younger self/others in terms of growth [27:05] How he gets over the fear of failing [28:15] Where people can find out more about him About Andrew Capland Andrew Capland is the head of Growth at Postsciript, an SMS marketing product for growing Shopify stores. He is also the founder of Delivering Value where he coaches growth marketers and product growth managers. Andrew has spent more than a decade working in the SaaS marketing tech. While he has handled many roles, he specializes in growth.  Links PostscriptWistiaHubspotDelivering Value Books Radical Candor: Be a Kick-Ass Boss Without Losing Your HumanityLeadership and Self Deception: Getting Out of the Box by the Arbinger InstituteEleven Rings: The Soul of Success by Phil Jackson Profile Andrew Capland on LinkedInAndrew Capland on Medium

If you are interested in the psychology behind good product marketing, consider this episode a must hear! Today’s guest is Phill Agnew, the director of product marketing at Brandwatch, the world’s leading social intelligence company. In this episode, Phill shares the importance of behavioral psychology, how brands can avoid the herd mentality, and his thoughts on the use of the scarcity method/principle in marketing.  Show Notes [02:15] What a lot of studies on consumer psychology suggest [02:57] What Brandwatch is and what he does as director of product marketing [03:50] How he fell into the role  [04:50] Why most product marketers don’t understand the customers very well [06:39] The importance of behavioral psychology [08:47] What he meant by distinctiveness [12:30] How brands can avoid the herd mentality [16:15] What being distinct really is all about [18:35] What anchoring is and a few examples of anchoring [23:36] How anchoring can be applied to online businesses [31:00] His thoughts on the use of the scarcity method in marketing [33:40] His one (or two) piece of advice for marketers [36:27] Where people can find him About Phill Agnew Phill Agnew is the director of product marketing at Brandwatch. Phill’s experience is in product marketing and he specializes in consumer behavior. Phill is also the host of Nudge Podcast, the only podcast dedicated to consumer psychology. Phill is also a keen writer and an avid public speaker with interests in brand development, product marketing, and entrepreneurialism. Links NikeUnileverJohnson & JohnsonFordCrystlerLand Rover Burger KingFour Seasons HotelHilton Hotels and Resorts SnickersSupremeKFCDriftNudge PodcastProduct Marketing SummitThe Ikea EffectFOMO (Fear of Missing Out)The Herd Mentality Scarcity Marketing Books Born to Run: A Hidden Tribe, Superathletes, and the Greatest Race the World Has Never Seen by Christopher McDougallThinking, Fast and Slow by Daniel KahnemanMessengers: Who We Listen To, Who We Don’t, and Why by Stephen Martin and Joseph Marks Profile BrandwatchPhill Agnew on LinkedInPhill Agnew on Twitter

Today’s guest is Gen Furukawa, the founder of Retainable. Retainable is an amazing platform designed to help businesses grow stronger by reducing employee turnover, increasing retention, and driving employee advocacy. In this episode, Gen shares his approach to marketing, how he started building products, and his thoughts on paid campaigns. Show Notes [02:28] How he started building products and what his journey has been like [05:53] His approach to marketing [07:49] How he prioritizes who to reach out to first [10:35] An example of a LinkedIn strategy that works [14:47] Strategies he has seen that does not work for early stage startup marketing [18:04] Few things that really worked in Jungle Scout in terms of traffic, leads, and customers [21:10] Marketing stuff that didn’t work [22:19] His thoughts on paid campaigns [25:12] His piece of advice for founders of product-led businesses [26:58] Groups he’s a part of [28:35] Where people can find him online About Gen Furukawa Gen Furukawa is the founder of Retainable, an innovative platform that helps businesses grow stronger by increasing retention, driving employee advocacy, and reducing employee turnover. He is also the co-founder of Prehook, the perfect customer experience and recommendation engine. Gen is also the co-host of the podcast CartOverflow.com where he interviews interesting guests like service providers, operators, agencies, and SaaS folks.  Links AmazonJungle ScoutShopifyChrome ExtensionLinkedInGrowth Marketing Today with Ramli JohnProduct-Led Growth CollectiveTrends Profile Gen Furukawa on LinkedInGen Furukawa on TwitterCartOverflow.com (Podcast)RetainablePrehook

Over the course of a few months, Wes Bush and Ramli John have been working on the Product-Led Certification Programs. In this episode, they discussed all you need to know about the programs. Wes is the author of the bestselling book “Product-Led Growth: How to Build a Product that Sells Itself.” Wes is best known for challenging how SaaS leaders approach growth. Wes is also the founder of the Product-Led Institute and one of the hosts of the Product-led Summit podcast. Ramli John is a Product-Led educator and consultant. He is also the host and founder of the “Growth Marketing Today” podcast, where he has interviewed experts like Hiten Shah, April Dunford, and Rand Fishkin. Ramli also helps SaaS companies optimize their retention rates and their user onboarding flow. In this special episode, Wes and Ramli tackled all there is to know about their Product-Led Certification Program—the reason they split it into two, quick overviews of each program, and the benefits of applying as a team, among many others. Show Notes [01:28] Why they split the program into two [03:59] A quick overview of the Product-Led Transformer Program [06:24] A quick overview of Product Onboarding [10:02] How they determine the right fit for the programs [11:34] How their calls and mastermind sessions are typically structured [11:59] Their program’s big differentiating factor [12:36] What their “Expert Series” is all about [14:00] The benefits of joining masterminds [15:20] Estimated time people will spend on the program [16:40] How the certification program is different from the book on Product-Led Growth [18:04] The benefits of applying as a team [23:39] Other things they want to touch on regarding the program [25:15] How people can reach out to them if they have questions Links Patrick Campbell, Founder and CEO at ProfitWellJaqueline Cook, Chief Strategy Officer at Vendasta Profile 6-Week Product-Led Certification Programs 

If you’re interested in product-led sales, you’ll definitely love this episode. Today’s guest is the founder and CEO of Dooly, hailed as the fastest way to update Salesforce, take sales notes, and effortlessly manage all deals so nothing slips through the cracks. Today's guest is no less than Dooly's founder and CEO, Kris Hartvigsen. In this episode, Kris shares how he transitioned from sales to founder of Dooly, how he sees product-led growth fuelling and helping enterprise sales, and what happens when a product qualified opportunity comes through. Show Notes [00:45] How his progression from sales to founder happened [03:58] What Dooly is all about [05:27] How he sees product-led growth fuelling and helping enterprise sales [07:10] How he defines product-led sales [08:55] What PQO stands for and what it’s all about [09:15] Why 5 is the sweet spot for them [11:58] Why they get sales involved relatively early [13:00] What happens when a product qualified opportunity comes through [15:51] What he’ll tell organizations that claim they are product-led [16:59] What the hand off to the sales team looks like [21:09] His advice to organizations that are transitioning to product-led [23:13] Where people can find him online About Kris Hartvigsen Kris Hartvigsen is the CEO and founder of Dooly, a computer software that captures and actions customer conversations, solves challenges that affect customer-facing teams, and analyzes and acts on them. From administrative work like Salesforce updates to deal supporting tools, Dooly automates the sales process by moving information to and from the customer in real-time. Dooly was built with the users in mind and its end goal is simple: provide users with the freedom to sell. Links Vision CriticalSlackZoomSalesforce Profile DoolyDooly on LinkedInDooly on TwitterKris Hartvigsen on LinkedInDooly's Email Address: info@dooly.ai