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Accelerate Growth with Product Qualified Leads (PQLs)
A practical guide to turn your product into your best growth tool
Mickey Alon
Chief Product Officer & Founder
Aptrinsic

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Housekeeping
• This webinar is being recorded and will be sent via
email with the slides within 24 hours
• Use #productexperience during the webinar on
Twitter to ask questions for Q&A session at the end.

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“ 98% Of Marketing Qualified Leads (MQLs) never
result in closed business “
Did you know…
by SiriusDecisions
“ 64% of Sales people’s time is wasted on
administrative responsibilities around demand
gen“ by SiriusDecisions

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Traditional Acquisition Model
What’s Wrong With This Picture?

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Traditional Acquisition Model
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• The customer journey spans between different silos which doesn’t
fit the buyer’s expectation anymore and introduces high CAC
• Marketing automation uses lead scoring models (MQLs) that
overweight activity around form submit and email opens to
qualify leads.
• ABM – is a more effective way to reach people most likely to buy
your products, BUT doesn’t deviate much from the traditional
MQL tactics
• Product teams are not part of the process therefore would not
make growth a priority in the product backlog

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“Building immersive product experiences that people love is
the key to customer retention and growth “
Jeetu Patel • Chief Product Officer

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But wait? How can I create a product
experience for prospective customers if they
aren’t using my product?

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What is Product-Led Growth Strategy?
Product-led growth strategy is an action plan that describes repeatable and scalable
processes for how a company acquires, retains, and grows customers by leveraging
it’s product as the main customer acquisition and communication channel.

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Why PLG is rapidly adopted in SaaS ?
• The rise of the empowered buyer and consumerization of
B2B software
• Product led GTM enables product driven businesses to scale
exponentially, lower CAC and increase CLTV.
• It puts your prospects on the FAST TRACK to adopt your
product, realize it’s value and become paying customers
• Aligns product roadmap and priorities with growth
$1 million in new contracts.
Every. 11. Days.
> 2M users and double
digit millions in ARR
Annual revenue to hit
or exceed $500 million in 2018. > 20,000 paying customers

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Product-Led Growth Strategy

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What is a Product Qualified Lead?
In a nutshell PQLs are qualified leads that demonstrated buying intent based on product interest,
usage, and behavioral data.
LEAD
PQL
Opportunity
Revenue
LEAD
Revenue
Opportunity
MQL
SQL
 User and Account
demographics and
firmographics
 Usage and frequency metrics
 Engagement metrics
 Package limits
 Support metrics

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5 Pillars to Accelerate Growth using PQLs
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Become a product-led company, make growth an
important part of your product initiatives

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Drive prospects to signups, minimize gating
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SIGN UP
NOW!

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Have a product oriented sales team
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PRODUCT LED
GROWTH

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Continuously Measure & Onboard users
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Identify high converting usage behaviors
Paying
customer
Guided
onboarding
Always optimize your first mile of product! 1 Mile

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17Confidential. Copyright © 2016–2017. All rights reserved.
Democratize Your Product’s
Data

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What are the benefits of a
Product-Led Growth Strategy?
Aligned with how
customers want to buy
Able to personalize experience
earlier in buying cycle
Product usage is better
correlated with buying intent
Focuses sales, product and success
around solving customer problems
Build innovative products that people
love to use

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Q&A
Ask questions on Twitter using #productexperience
Mickey Alon
Chief Product Officer & Founder
Aptrinsic

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Thank You
Download free copy @ Aptrinsic.com
Additional Resources