> [!Introduction]
> [[WebSummit]]
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[[Marketing]]
[[Product Led Growth]]
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Speaker - Martha Bitar - Flodesk
0-15m ARR in less than 2 years
The fastest companies in the world are product led.
3 acquisition channels
Sales
Marketing
Product
They chose product because sales and marketing are too expensive
Growth, activation, and retention are led by your product.
It's the acquisition channel of the future
70-80% of business decision makers today prefer digital self-service.
It's low costs, there's less friction in the sales cycle, and it leads to exponential growth
Becoming Ready
need to have self-onboarding
fremium or free trials
low in-app fiction
Deploying Tactics
Low barrier to entry
'get started with a free Twillio account'
keep fields to a minimum
AHA moment before the paywall
for flowdesk this means seeing and using the templates
Viral loops
team invites
completion CTA
like on calendly, when someone shares their calendly link the reciever can also easily sign up
the hotmail model
'created using flodesk' at the bottom of flodesk emails
superhuman does this too
Referral programme
'what can your customers offer to their audience?'
what can I equip them to give
strong affiliate success kit
Tactices for Activiation
Personlized onboarding
Ask them questions about them
Bring that information in their onboarding
Checklist
Give the user a checklist of how to be successful using checklists
Gamification elements - you get free space on dropbox for completing their checklist
Unlimited Use
Retention Tactics
NPS Surveys
Feedback Loop
Prevents cancellation
Dunning
When a card payment fails
Goodbye offer
How did Flodesk do it?
Product-led does not mean led by product team.
By being product led, friction everywhere is massively reduced