Recap

• Elena exposes 8 brutal obstacles plaguing Product-led B2B companies. My favorite: departmental silos

• You should definitely brace for the eternal struggle between PLG and enterprise focus

• She warns: Nail down self-serve activation KPIs, or face dire consequences. (btw - this is so true!!!!)

• Get crystal clear on your core use case and get crystal clear on your ICP, or suffer the fallout.

Recap

• Click the post to see John’s full pricing update!

• Last week there were pricing updates at Box, Slack, DocuSign and Copper

• My favorite tactical update was Box’s raise in monthly pricing so that annual pricing is a better discount. This is a common behavioral economic tactic that is highlighted in the book Thinking Fast and Slow

• Sometimes a small pricing update is all you need to make a big difference.

• Did anyone notice Slack’s 50% pro plan promo? Bigger mature companies like slack can benefit from discounts as opposed to trials.

Recap

• Dr. Else van der Berg urges you to adopt these 3 must-have mindset shifts to dominate PLG. Let’s get into it!

• Embrace experimentation, be laser-focused on ICP, and prioritize retention over expansion. Do these things or get left in the dust!!

• I want to emphasize her point on the experimentation mindset especially because sales-led companies can benefit from incremental optimization. PLG companies cannot. So you have to prioritize experimentation so that you can make huge changes to the business model to out-compete your sales-led competitors.

Recap

• Alexa Grabell advises you to refresh your pricing and packaging or risk losing out on the upmarket.

• Usage-based pricing is perfect for PLG, but she emphasizes the need for enterprise differentiation. You will be locked into self-serve paid conversion and won’t be able to scale into expansion if you do not offer enterprise differentiation. SSO is not enough!

• Cover the essentials in enterprise differentiation: compliance, white-glove service, and support.

• Try differentiating with market and product-specific features—help your sellers shine!

Recap

• Adam Jarczyn guides you to boost trial-to-paid conversion by navigating the maze of variables.

• Market conditions, product complexity, and competitive positioning are all important variables to consider. So you need to…

• Stay focused with a clear North Star, data-informed observations, and stellar experiment design.

• Adam is urging you to tame the chaos and conquer the endless experiment options.