Product-led Growth in B2B
4.7 (58)
3 Weeks
·Cohort-based Course
Product-led Growth essentials to understand how you can distribute your product in B2B. For business, growth, and product leaders.
Product-led Growth in B2B
4.7 (58)
3 Weeks
·Cohort-based Course
Product-led Growth essentials to understand how you can distribute your product in B2B. For business, growth, and product leaders.
Alumni / Advisor to
Course overview
Master your growth strategy with PLG in B2B
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07:00 PM (19:00), GMT+2, five sessions over 2.5 Weeks
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The top quartile SaaS companies between 5 and 20m in revenue are growing over 70% year over year, with an 8 month CAC payback, 110% Net dollar retention while having an 85% Gross Margin with an average Annual Revenue of over 250’000$. (Source: Growth Unhinged 2023 Report)
And at the heart of most them sits a deep understanding of Product-led Growth.
* How do we in B2B adress the growing problem of everyone asking for an improved buying experience and self-serve?
* How do you package your offering with freemium, trial and/or interactive demo?
* How do we activate individuals, teams and accounts in B2B as cost efficient as possible to drive our pipeline?
* How does Product-led Growth work with an existing Sales motion?
* How do we structure a strategy to bring product-led growth into our business?
Leah Tharin brought product-led growth as an operative, executive, and advisor to dozens of scale up companies to optimize their user acquisition, retention, and monetization. She's recognized as an Industry leader on the topic having written some of the most referenced Product-led Growth & Sales material to date.
Learn how to structure a (product-led) growth strategy that works for your business. It is designed for leaders from all functions who want to understand and not just blindly execute.
The course runs over 2.5 weeks (5 live recorded Zoom classes).
All sessions have prerecorded material for you to study in your own time, the live sessions are solely focussed on world-class guest speakers, collaborative group exercises and your questions.
You can expect per week about 2-3 hours of study for the asynchronous material at your own pace + 60-75 minutes per live session.
Over 20 Guest speakers from past cohorts for example :
* Adam Fishman, SVP new products @ Mozilla, Investor & Advisor
* John Cutler, ex- Evangelist @ Amplitude & Toast
* Itxaso Del Palacio, General Partner @ Notion VC
* Benjamin Lamson, Head of Paperspace Revenue @ DigitalOcean
* Casey Hill, Sr. Growth Manager @ Active Campaign
* Henrique Cruz, Head of Growth @ Rows.com
* Sara Gattoni, Senior Lead Growth PM @ Lokalise
* Andrew Davies, CMO @ Paddle
...and many more
This course is not a good fit for:
* Companies pre product market fit which are extremely early in their journey.
* Non-software or D2C companies
* Highly regulated industries that deal with government contracts
Who is this course for
01
Senior level product, growth & marketing leaders in B2B who want to understand and leverage PLG as a distribution model to optimize growth.
02
Ideal for companies in B2B with some revenue traction post product-market fit.
03
GTM leaders wanting to understand why PLG is disrupting many classical distribution models.
What you’ll learn
Understand PLG and its impact on B2B growth initiatives
- Review the core principles of product-led growth (PLG), beyond just trials and freemium
- Look under the hood of leading industry examples
Increase the efficiency of your distribution model
- How to objectively measure customer success and operationalize it with meaningful, outcome-driven team goals
- How to establish growth in your organization that sticks with growth teams and culture
Individual vs. Team vs. Account Activation
- How to move from activating individuals to teams and subsequently to accounts.
Find ICPs in Product-led Growth
- How to find, define, and identify meaningful ICPs (Ideal customer profile)
- Driving them through our acquisition funnel and retaining them for long-term revenue
Combine sales and Product-led Growth: Product-led Sales
- How to combine the best from PLG and Sales-led Growth: Product-led Sales
- How to apply the principles of customer success signals, and their ICPs to qualify deals and drive efficiency in mid-market / enterprise segments.
Drive expansion revenue through PLG
- Create a long-lasting Strategy to acquire customers while they are small and grow into bigger clients with time.
- Creating the conditions to have a product that grows with your customers
Interactive community & special material
- Community sessions to network and discuss with other cohort participants
- Access a dedicated Discord community after the course
This course includes
7 interactive live sessions
Lifetime access to course materials
32 in-depth lessons
Direct access to instructor
7 projects to apply learnings
Guided feedback & reflection
Private community of peers
Course certificate upon completion
Maven Satisfaction Guarantee
This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.
Product-led Growth in B2B
Course syllabus
Week 1
Oct
1
Session 1: What is Product-led Growth, Freemiums, Trials & Reverse Trials, Interactive Demos
Oct
3
Optional: Community Discussion w/ Martina
1: What is product-led growth PLG
1: Freemium, trial, reverse-trial & case studies
Week 2
Week 3
Oct
15
Optional: Community Discussion w/ Martina
Oct
15
Session 4: Product-led Sales & Account activation
Oct
17
Session 5: Strategy, Growth & Demand Generation in PLG, Wrap Up
4: Combining PLG with sales: Product-led Sales
5: PLG & Strategy, data & goal setting
5: Growth Teams & PMs & Wrap Up
Bonus
Your post course PLG Journey (Material)
4.7 (58 ratings)
What students are saying
PLG - The death of classical Sales in B2B SaaS
KeyNote @ SaaSiest 2023 around PLG
Your instructor
Leah Tharin
Product & Growth executive / PLG Advisor
Leah Tharin is a recognized Industry ldead in bringing product-led growth and sales-led together in B2B
- Acting CPGO of GotPhoto, 20m+ ARR scale-up, shopify for photographers.
- Portfolio Advisor @ Notion Capital VC
- Author of the #1 most-read PLG Guide worldwide
- Head of Product and Growth at Jua.ai, ML/AI
- Product Lead at Smallpdf a Scale up with over 50,000,000 monthly active users.
- Head of Product at Deindeal.ch (pushing Groupon out)
- PLG & Growth advisor to a dozen companies
She writes about her experience on www.leahtharin.com (Podcast, Newsletter, Youtube Channel)
Frequently Asked Questions
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