Product-Led Growth: How to Build a Product That Sells Itself

Product-Led Growth: How to Build a Product That Sells Itself

by Bush Wes

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Overview

“Product-Led Growth is about helping your customers experience the ongoing value your product provides...and this book shows you how it’s done.” - Nir Eyal, Author of “Hooked” and “Indistractible”

“As captivating as a good novel, Product-Led Growth is an absolute must-read for SaaS business owners.” - Omar Zenhom, CEO, WebinarNinja

“Why did I just blow $300K promoting a whitepaper?”

That’s the hard question I asked myself but couldn’t answer—after all, we were just following the same old SaaS playbook. Sure, sales cycles were long and acquisition was expensive, but that’s how everybody grew their companies.

But after I helped launch a freemium product that went from 0-100K users in less than 12 months, I realized the traditional way of selling software was deeply flawed.

Hi, I’m Wes Bush, founder of the Product-Led Institute. And in Product-Led Growth, I show you how you can cut your acquisition costs and scale further than you ever thought possible...by making your product the tool that helps you acquire, convert, and retain customers.

But what does it mean to be “product-led”? How do you know if a product-led growth strategy makes sense for your business? And most importantly, how do you execute it?

You’ll find answers to all of these questions inside this book. In addition, I’ll also show you:


  • How to save 3-6 months of development and hundreds of thousands of dollars by launching a free trial in 24 hours—and why you should do it (Ch. 10)

  • Which HUGE mistake ProfitWell's Patrick Campbell says can "kill your growth and set you up for long-term failure"...and how to avoid making it (Ch. 8)

  • Which of the 4 most common SaaS pricing strategies is the ONLY one with long-term viability (Ch. 9)

  • What the "Triple-A" sprint cycle is and how to use it to build a sustainable growth process—in just 1 month (Ch. 12)

  • How to stop paying customers from slipping away (Ch. 15)

  • The 3 apocalyptic "tidal waves" that are coming for SaaS companies—and what you MUST do to survive them (Ch. 1)

  • How to make free trial and freemium users hunger to upgrade to paid (Ch. 9)

  • The single biggest cause of leaky funnels and how to fix it, fast (Ch. 10)

  • Which 7 people you need in your “tiger team” to run a successful product-led growth team (Ch. 11)

  • The #1 thing to improve right now to maximize your customer lifetime value (Ch. 14)



Product-Led Growth also comes packed with “do this, not that” real-life examples from the industry’s biggest brands—as well as a collection of high-converting email scripts you can customize and send out immediately to turn more users into customers.

So if you are a SaaS founder, key decision-maker, or marketer wondering what your next strategic step should be, order your copy of Product-Led Growth today.

“This is one of my favorite books of 2019.” - Zeno Roch, Chief Product Office, Liferay Cloud

“A must-read book for SaaS founders, especially if you have a self-serve SaaS.” - Kaloyan Yankulov, Encharge

“This book is epic. If you want to know more about how to build a product-led business, you need to read this. Go. Buy. It. Now.” - James Gill, CEO, GoSquared

Product Details

ISBN-13: 9781777119317
Publisher: Product-Led Institute
Publication date: 05/28/2019
Pages: 276
Sales rank: 521,962
Product dimensions: 5.50(w) x 8.50(h) x 0.75(d)

Table of Contents

  1. Part I: Design Your Strategy


    1. Chapter 1: Why Is Product-Led Growth of Rising Importance?

    2. Chapter 2: Choose Your Weapon—Free Trial, Freemium, or Demo?

    3. Chapter 3: Ocean Conditions: Are You In a Red- or Blue-Ocean Business?

    4. Chapter 4: Audience: Do You Have A Top-down Or Bottom-up Selling Strategy?

    5. Chapter 5: Time-to-Value: How Fast Can You Showcase Value?

    6. Chapter 6: Choose Your Product-Led Growth Model With The MOAT Framework



  2. Part II: Build Your Foundation


    1. Chapter 7: Build A Product-Led Foundation

    2. Chapter 8: Understand Your Value

    3. Chapter 9: Communicate Your Value

    4. Chapter 10: Deliver On Your Value

    5. Chapter 11: The Most Common Mistake that New Product-Led Businesses Make



  3. Part III: Ignite Your Growth Engine


    1. Chapter 12: Develop an Optimization Process

    2. Chapter 13: The Bowling Alley Framework

    3. Chapter 14: Improve Your ARPU

    4. Chapter 15: Slay Your Churn Beast

    5. Chapter 16: Why Truly Great Companies Are Built to Be Product-Led



  4. Glossary

  5. References


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