![]() This is the tool that captures all product signups and actual usage data, standardizes them, and then distributes it to any number of data destinations.Īfter being piped into destination systems, the events themselves can be used in a variety of ways.įor example, you can pass trial signup events to your marketing system to then send timely trial activation emails. Customer data platform: the product data capturerįor any product-led company, a customer data platform (CDP) is a must-have. Rather, I’ll keep my focus on the bedrock components. ![]() It’s also worth noting that the MarTech landscape is HUGE, and I’m not going to focus on every piece of your tech stack. Sure, both motions will have a lot of technology overlap, but there are a few new players on the product-led side that you wouldn’t normally encounter at sales-led companies. Now let’s get to the meat and potatoes of this discussion-the ideal PLG MarTech Stack. The building blocks of a product-led MarTech stack This has far-reaching implications for the MarTech stack you use to support your funnel. They can also add marketing behavioral data-like webinars attended, whitepapers downloaded, etc.įirst and third-party data are still vital for product-led companies, but the key difference is that product usage data becomes an immensely valuable behavioral vector to use when grading the quality of leads in the funnel.Īs you can see, the differences between these funnels-no matter how small-have a big impact on the data you collect and what’s important to move leads into paying customers. Sales-led companies use first-party data collected via forms and tend to enrich it with third-party firmographic data from providers like Clearbit or ZoomInfo. They generate inbound leads for sales only after the user has expressed interest in the product. In contrast, product-led companies typically optimize the website with a free trial or freemium signup flow to drive people into the product. Sometimes, these companies also use outbound sales tactics to acquire leads and build the sales pipeline. “Request a demo” forms) to drive inbound leads before users can try out the product. Sales-led companies typically encourage users to fill out marketing intake forms on the site (e.g. To clarify this further, let’s explore the differences at the top of the funnel: With marketing operations, the shift from human-centric to product-centric touchpoints has a large impact on how you approach each user. Rather than break down the strategic differences between sales-led and product-led motions, let’s focus on how marketing operations work in both circumstances. In doing so, I’ll explore what it looks like to build a strong Marketing Technology (MarTech) stack for a product-led funnel, along with how to evaluate your own tech stack. ![]() In this post, I’ll unpack the key differences between sales-led and product-led funnels. As a result, GTM teams, their success metrics, and supporting technologies are starting to look very different. Over the past few years, B2B SaaS companies have been transitioning from more traditional sales-led GTM motions to a more product-led approach. ![]()
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