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The B2B SaaS customer journey for product-led growth
This article helps you demystify B2B SaaS customers and their journeys to understand the product-led growth model. The users sign up with free plans first. It’s first used solely in this context. The better they implement this into their workflow. The more they incorporate your software, the better the user feels about your product; this means they have the best chance of sharing their work with others. Canva users could create social media campaign designs and share this with the team to get feedback. Your user then invites their teammates to use it. More meaningful work is to be carried out with this product.
What is B2B Product Led Growth?
Product-led development and B2B product-led growth (PLG) are business frameworks in which products are marketed for sale without your sales team. Modern companies like experiencing products firsthand when purchasing.
It will be helpful for companies to explore the reliability of their SaaS solutions. PLG models can further strengthen your brand credibility since they share customer success stories. This referral is an essential factor for all B2B SaaS businesses. Most B2B clients are professionals who will not only rely on sales representatives but will also receive support from them.
Product-led or sales-led SaaS growth — or both?
Historically, SaaS relied primarily on sales-driven growth. Product-driven growth appears the holy grail for many startups. But both approaches — product-driven or sales-driven — do not overlap, most successful businesses use them simultaneously. It is an efficient solution that helps you increase revenue through your SaaS platform. Depending on your business model, the decision between product-driven growth and hybrid growth will depend on. The more complicated your product, the longer the sales cycle. The more expensive your product, the cheaper it’ll cost.
What is sales-led growth?
Sales leads are the traditional way to sell software, but they can still exist and be valuable during long sales cycles or complex products unless you want them to. During sales-led growth, the customer is the primary focus. Your prospects will only use the product after interacting with
you in person. While product-driven ventures like ‘free test’ and ‘go start’ are predominant call-to-actions, in sales-driven businesses, ‘require a demo’ and ‘talk to sales’ are prevalent.
Add sales if you’re product-led
When your business primarily focuses on the product, start gradually adding sales activities into your strategy to expand upmarket. It may include steps such as adding the initial sales activity into the funnel or marketing activities into your growth plan.
Add product-led if you’re sales-led
Invent ways to help customers discover products without human interaction.
Know your value metric & implement a value-based pricing system
Customers are ready to buy when they see what value your service offers. Identify and link your products to your pricing system. You must balance customer interest (receiving value in your products) and your interests (growing revenue). Keep in mind the customer pays for value, not feature. Find the correct value metric for your product. This will help you increase the revenues through the value metric.
Focus on a smooth and value-focused activation
If we want new sign-ups for the desired behaviors as soon as possible, we must start with product-driven self-service. You must first understand when new people are experiencing a positive moment for your product – the time when they experience a product’s value. Once you get a sense of this experience, you can start developing the most effective onboarding experience. It must be:
Reduce the information you ask potential customers to get started with
A complex sign-on process is not a good idea if your goal is to convert. Is it essential for someone to provide their email address? Limiting information is also a good way of preventing long registration forms. Try identifying potential customers at later points of your customer journey or during product usage.
Measure your conversions
Your funnel needs to monitor the conversion rate. How should I track product-led growth? In sales-led growth, you should follow the steps in the sales process, especially for the active user or the paid customer. All employees should understand how funnels work.
Offer step-by-step product tours, checklists, and progress bars
Activate the discovery and encourage user actions in achieving goals. The best way to do it is to have product tour lists and progress bars. Clients enjoy seeing how they are progressing.
Frequently Asked Questions
Can a B2B SAAS enterprise product company adopt a product-led growth model?
Every company can adopt PLG principles to increase the user experience and efficiency of the product. Product-driven expansion is not over in an hour.
What is product led in business?
Product orientation consists of the focus on creating value from your product. Unlike marketing and sales models, product-led businesses focus primarily on acquiring and maintaining clients via product experience and unique value propositions.
Conclusion
By following these seven steps, you can create a product-led growth strategy for your B2B company to help you achieve sustainable success. Remember to focus on creating value for your customers and continue to innovate to stay ahead of the competition. What are some other ways that you have found success in growing your business?
