ConversionXL – Wesley Bush – Product-Led SaaS Growth

ConversionXL – Wesley Bush – Product-Led SaaS Growth

Check it out: ConversionXL – Wesley Bush – Product-Led SaaS Growth

Grow your SaaS company faster through product-led growth strategy

Fastest growing SaaS businesses are using the PLG strategy, making their product the main source of demand generation while saving a ton of cash. Learn how you can, too.
Ever wondered how Slack, Dropbox, or Trello grew to be such unbeatable juggernauts in their industry?

It’s because they executed on a product-led growth strategy.

When it comes to growing SaaS companies, most people are following a traditional, top-down approach and using demo requests as the main way of qualifying new business.

This course will show you how you can adopt a bottom-up marketing approach and build a sustainable, product-led growth engine.
In 8 sessions you’ll learn how to…

Put together a successful product-led growth strategy that will help you get some quick wins under your belt before the course is even finished
Avoid some of the most painful bottlenecks when it comes to acquiring and activating free trial and freemium users
Help more people experience the core value of your product and (actually) want to upgrade

This course will show you how you can adopt a bottom-up marketing approach and build a sustainable, product-led growth engine.
This course is right for you if…

You have a free trial or freemium offer and want more users to convert to paid customers
You are interested in implementing a free trial or freemium offer in your business and want to fast-track the time it takes to put together a successful strategy
You have tried to implement a free trial or freemium offer, but maybe it didn’t work out for you.

This course is probably not for you if…

You believe a free trial user should be treated the same way as a demo request
You think you can get free trial users to upgrade simply by bombarding them with hundreds of automated messages
You aren’t curious about how to make a new user of your product successful.

Skills you should have before taking this course…

The course is suitable for everyone, but it helps if you have:

Worked in a software-as-a-service (SaaS) business in the past
Experience in optimization
A base-level understanding of digital marketing

About your instructor, Wes Bush

Wes would rather jump out of a plane than read about what skydiving feels like. Similarly, he rather test out a promising software product than read a whitepaper about how “life-changing” the product is going to be.

Last time Wes checked, he has generated well over 130,000 free trial users since founding Traffic Is Currency, an agency that specializes in this kind of thing.
Your full course curriculum
Product-led SaaS growth
Lesson 1
Show, don’t tell

Learn the key elements that go into creating a product-led growth engine.

Topics covered:

Considerations when deciding between a free trial or freemium offer
Core differences between a traditional and product-led growth model
Master three core fundamentals to see new users convert to paid

Lesson 2
Say goodbye to MQLs

If you’ve used Marketing Qualified Leads (MQLs) in the past, you need to dramatically change the way you approach lead qualification when building a product-led growth strategy. For this to work, you need to use Product Qualified Leads (aka PQLs) as your lead scoring needs to be based on user behavior that is tied to value.

Topics Covered

Why MQLs are worthless for a product-led growth strategy
Why you shouldn’t track everything in your product
What metrics you need to watch and how to create a proactive metrics dashboard

Lesson 3
Segment & conquer

Dive into two frameworks that you can use to find your best customers and multiply them.

Topics Covered

How to find your best customers in a sea of data
What you need to ask your favorite customers. Yes, this means actually talking to them (spoiler alert)
A different way to create personas for your product

Lesson 4
Identify your product’s aha moment

Learn what to look for when going through the user journeys of your favorite customers.

Topics Covered

Identify your product’s aha moment without pulling your hair out
Why you need to know your product’s “job-to-be-done” and how to define it for your business
Understand the fundamental elements that go into your customer’s upgrading

Lesson 5
Optimize for value

See how you can eliminate “busy work” in your current onboarding process (if you have one) and help more people experience the value of your product.

Topics Covered

What to look for when trying to find your product’s aha moment
How you can create an onboarding sequence that will help more users experience an aha moment in your product
When you should & shouldn’t add friction in your onboarding

Lesson 6
Create an onboarding track

Learn how to build several onboarding tracks that will help you get new users experiencing your product’s core value.

Topics Covered

What the top 1% of SaaS companies do differently when onboarding
The most painful mistakes to avoid when building an onboarding track
How you can create an onboarding sequence that will help more users experience your product’s core value

Lesson 7
Customer success

Software is quickly becoming a commodity and as a result, it’s more important than ever before to help your users become successful or you risk a competitor stealing your hard-won customers.

Topics Covered

Why your free trial & freemium content engagement strategy shouldn’t be too different than inviting people to dinner
Why you need a behaviour based content engagement campaign
Why everything you send your users should be benefit-driven

Lesson 8
Converting more free trial users to paid customers

In this final class, we’ll cover a battle-tested checklist that you can use to constantly fine-tune your onboarding experience. This is a timeless process you can use to find bottlenecks in your onboarding experience.

Topics Covered

How to dissect onboarding experiences to look for conversion opportunities
Why you need to convince your team to onboard with product-led growth
Implementing core principles to accelerate your growth