PLG Free For All: Common Mistakes, Winning Strategies & Tactics with Xendit, 6sense, and Gojek Dexter Zhuang, Product Lead @ Xendit Thu Nguyen, Head of Product @ Saleswhale/6sense Deepika Murthy, Group PM, Marketplace @ Gojek
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In this panel, we’ll share the hard-earned lessons learned from the trenches of Dropbox, Saleswhale, and Xendit in driving product-led growth and a self-serve go-to-market in APAC and the US. Leveraging our combined 12+ years of product & growth experience, we’ll discuss topics such as common mistakes, winning strategies & tactics, and practical tips for APAC founders & operators to accelerate their product-led growth efforts.
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PLG Free For All: Common Mistakes, Winning Strategies & Tactics with Xendit, 6sense, and Gojek Dexter Zhuang, Product Lead @ Xendit Thu Nguyen, Head of Product @ Saleswhale/6sense Deepika Murthy, Group PM, Marketplace @ Gojek
- 1. Driving Product-Led Growth Common Mistakes, Winning Strategies & Tactics 1 Thu Nguyen Head of Product 6sense @thuday Dexter Zhuang Product Advisor Emergent @dexteryz Deepika Murthy Group PM Gojek @deep_16
- 2. Lessons from Viki Online video streaming site
- 3. Wins ● Focussed on low effort-high reach & impact part of the funnel - activation(sign ups & trials). ● Built highly engaging WOM products like watch party. ● Made all touch points data led with personalised recommendations.
- 4. Mistakes ● Optimizing existing channels with data science without evaluating channel effectiveness. Eg: Emails with recommended personalised shows. ● Focussing on resurrection. Huge effort with negligible results.
- 5. Lessons from Saleswhale/6sense Generative email AI platform Thu Nguyen
- 6. Pre-PLG Post-PLG ● 100% Sales led model ● No self-serve onboarding ● Long time to value ● Running events and outbound SDRs to generate leads ● Time to value reduced from 90 days to 1 week ● 2x pipeline from the same marketing budget ● Got noticed and acquired by a series E company
- 8. Our mistakes ● Not align with sales on PLG leads conversion loop ● Under-estimate Marketing Content Loop time to impact ● Over-estimate Word of Mouth speed - not all product will have that viral effect right away
- 9. What we did right ● Focus on 1 ICP segment and 2 marketing growth loops to start ● Test PLG lead conversion rate vs outbound leads ● Nail onboarding before open up our platform for signup ● Use GPT-3 to build a personalised free tool quickly ● Structure product teams to support the growth loops. ○ Assign a growth metric to each squad: adoption, engagement or retention. Product teams share growth metrics with commercial teams.
- 10. Lessons from Xendit & Dropbox B2B Payments SEA + Cloud Collab SaaS
- 11. Mistakes - Xendit Adding a PLG motion to Sales-led motion: ● Legal/compliance complexities ● Risk/identity vendor quality & infra ● Product <> Sales workflows ● Sales<> Ops escalation path
- 12. Mistakes - Dropbox Monetizing freemium users: ● Different understanding of users ● Fragmented comms tools ● Product <> pricing gaps ● Prosumer to Team upsell path
- 13. Wins - Xendit Shortening time to go live from 2.5 days to <15 min: ● Shipped Instant Activation/KYC (one of first to market in Indo) ● Automated KYC & risk decisioning ● Ops operational flow ● Payment channel availability
- 14. Wins - Dropbox In-Product Upsells: Running out of space (overquota), premium features Onboarding: Shepherding users towards specific high-value features
- 15. Takeaways
- 16. Takeaways Common mistakes ● Not assessing product-channel fit ● Focussing on low ROI parts of journey (resurrection) ● Adding a PLG motion to SLG with misaligned sales, compliance, risk, & ops ● Not bridging org silos fast enough to monetize new opportunities Wins ● Launching new features to drive organic growth ● Personalising marketing messages by leveraging data ● Shortening time to value for customers ● Leveraging in-product upsells and high-value feature-based onboarding
- 17. Thank You
- 18. Kick off to SaaStr APAC with SaaStr's CEO 18 Jason Lemkin Founder & CEO SaaStr @Jasonlk
Notas del editor
- 2020-2022: product lead across growth, third-party integrations, new SMB products Launched self-serve onboarding from scratch in October 2020. Iterated over course of 1.5 years Problem: spike in smaller customers during covid, but inbound sales overstretched serving them. No way to onboard without sales. Bad unit economics. 100% manual, sales-led onboarding -> individuals could onboard without talking to a sales person Mistakes: Legal/compliance: underestimated time taken to 1/ build new contracting feature 2/ prev compliance for individuals was more ad-hoc so built new standardized fmwk Risk & identity vendors: took time to source right vendors in emerging markets, then integrate into unified infra for automated risk decisioning Sales: Gaps in actions sales rep needed to perform in GTM: 1/ redirecting individuals to PLG 2/ upsell motion for PLG to Sales customers Ops: Gaps in Sales to Ops handoff for various escalations -> payment settings, handling fraud cases, etc. CS team needed to train and empower staff to handle new decisions (eg declining a credit card activation) Result Made progress: Freed up Sales people to pursue larger clients But took a lot of time & pain
- 2015-2018: PM growth focused on prosumer revenue growth Freemium business model Segments: Free, Paid individuals, Paid teams Mistakes Every team had different understanding of same users Ranged from simple space-based to sophisticated data science engagement models Fragmented comms tools stack across EPD <> Marketing/Sales led to undermonetization Product: Native email, push, SMS tools Marketing: Salesforce, Marketo Opportunity: Business upsell for multiple users with personal emails matched on same billing address Gap: Completely disconnected so no way to push messages via marketing/sales channels Product <> Pricing gap led to slowness of monetizing new features Eg 1/ syncing offline folders and 2/ syncing files across multiple devices B2C <> B2B upsell paths
- Instant Activation What Goal was to reduce time to go live for customers Why: we knew as company that speed was critical to customer experience Challenges KYC & risk automation: Product <> compliance/risk poorly documented process -> solutions written into code + processes Ops operational flow: Required iterations due to edge cases, eg what happens for suspicious cards Payment channel availability: No instant channels -> 7+ bank transfers ready to go Result: Reduced time to go live from 2.5 days to <15 minutes and increased activation rate by 3-5x Reduced ops time taken to process KYC
- In-product Upsells Out of space -> most natural point of customer journey to upsell Premium features -> auto photo backup, offline folders on mobile app Onboarding Result: Segmented UX led to 60% lift in automatic camera uploads, 15% lift in desktop link Problem: Manually uploading photos to Dropbox takes too long -> 67% people skip Lack of awareness of automatic camera uploads were a paid feature (common problem for SaaS with lots of diff features) Hypothesis: If we enable new iOS users to more quicky get value, then they'll be more likely to turn into an engaged user Learning: Segmenting the flow based on their plan worked By surfacing product value earlier to trial users in the form of giving them access to automatic camera loads, they used it more and seemed to engage with other features in the onboarding flow