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Lessons on PLG from Dropbox, Postman, and Kong with Jesse Miller
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In this episode of Unpack Pricing, Jesse Miller, VP of Product Growth at Kong joins host Scott Woody, CEO and co-founder of Metronome, to discuss the interplay between product-led and sales-led growth. Jesse exposes common misconceptions about product-led growth, and offers insights into the critical role of user experience, product design, and pricing in successful PLG implementations.
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FULL TRANSCRIPT AVAILABLE HERE:
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Scott:
https://www.linkedin.com/in/scott-woody-21677121/
Jesse:
https://www.linkedin.com/in/jessejmiller/
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CHECK OUT
Kong:
Metronome:
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TIMESTAMPS:
(00:00) Intro
(00:45) Jesse Miller's Background & Focus
(01:29) Defining Product-Led Growth
(02:12) The Evolution of Product-Led Growth
(04:06) Should Every B2B Software Company Have PLG?
(05:33) PLG in the Future of B2B Software
(06:16) Growth Team Structures at Dropbox & Postman
(08:30) Skills to Look for in a PLG-Focused PM
(10:09) Prioritizing Skill Sets for a PLG Team
(12:14) Building Relationships with Other Teams
(13:01) Overcoming Friction with a Sales-Led Organization
(14:38) Kong's Journey
(17:16) PLG as a Lead Generation Tool for Sales
(23:57) Different User Personas
(25:07) The Challenges of Building PLG on Top of an SLG Motion
(29:53) Tactical Tips for Building PLG on Top of SLG
(31:24) Every Company Can Have Some PLG
(34:19) The Benefits of Easy-to-Access Trials
(35:26) Pricing and Packaging
(37:53) The Importance of Pricing Transparency
(38:35) Techniques for Optimizing the Pricing Experience
(41:19) The Most Common Misconception about PLG
(42:45) Wrap
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