Einführung in das Produktmanagement: Produktbasiertes Wachstum
As software products have evolved, so has the software sales model. Gone are the days of IT officers making the call on whether or not to purchase and implement an expensive and highly technical software solution. Now, it’s more likely that the product “sells itself.” Free trials, freemium memberships, and product tours place the decision of whether or not to use a specific software product directly in the hands of the user. This is what is referred to as product-led growth.
Was bedeutet produktorientiertes Wachstum?
Produktorientiertes Wachstum beschreibt eine Unternehmensstrategie, bei der die Software eines Unternehmens im Mittelpunkt der Buying Journey und häufig auch eine zentrale Rolle für das Kundenerlebnis insgesamt steht. Eine produktorientierte Wachstumsstrategie setzt voraus, dass das Produkt selbst – seine Funktionen, Performance und Viralität – einen Großteil des „Verkaufsprozesses“ leistet.
Wie steigern Self-Service-Testversionen oder Freemium produktorientiertes Wachstum?
Often central to a product-led growth strategy is a self-service trial or freemium option that allows a prospective customer to evaluate the product independently and without charge, bounded by time and/or functionality, and often without engaging a salesperson. This self-service approach aligns with shifting changes in buyer preferences, particularly in the research and evaluation phases of the buying journey. Many buyers want to try before they buy, relying less on a salesperson’s assistance than on their own first-hand experience with the product, in conjunction with customer and social proof that they discover via review sites and social networks. Many companies use these trial and freemium experiences to measure product usage and engagement, scoring leads and timing, and targeting conversion offers and sales outreach accordingly.
Wie reduziert produktorientiertes Wachstum die Kundenakquisitionskosten?
Eine produktorientierte Wachstumsstrategie kann sich positiv auf die Kundenakquisitionskosten (CAC) auswirken, da die Belastung der Verkaufsteams verringert wird. Vertriebs- und Marketingkosten tragen zu den Kundenakquisitionskosten bei. Je mehr Druck nach unten ein Unternehmen auf diese Kosten ausüben kann, desto besser werden die Effizienzkennzahlen wie die CAC.
Wie binde ich produktorientiertes Wachstum in die produktorientierte Strategie meines Unternehmens ein?
Product-led growth is a subset of a broader product-led strategy that expands beyond the try/buy phase of a self-service buying journey to include other touchpoints, pre- and post-sales, where the product takes center stage. For example, a product-led strategy may also mean bringing aspects of sales, marketing, service, support, and education inside the product for convenience, reduced friction, and greater contextual relevance to end-users. Here, business functions and customer interactions that were previously executed through other channels converge inside the product, all toward the goal of making the product more useful, more engaging, and, ultimately, more valuable for customers and end-users.
Recommended reading and resources
“The Pillars of Product-Led Customer Success” by Aazar Ali Shad
In today’s market, B2B SaaS companies are expanding through product-led growth. But how do they retain their new customers and get them using their product consistently? The answer lies in product-led customer success.
“Product-Led Growth and the Age of the End User” by Kristen Miller
At Pendo’s 2019 Pendomonium event, Blake Bartlett of OpenView Ventures took the stage to discuss product-led growth in the era of the end user. This post recaps the presentation and explains how the growth process has evolved over time, from being sales-driven to marketing-driven and finally, to product-driven.
Product Love Podcast: Wes Bush, Founder of Product Led Institute
How do you make onboarding less painful? In this episode of the Product Love Podcast, Wes Bush, the founder of Product-Led Institute, shares his recommendations for reducing that “getting started” friction.
“The Path to Product Qualified Leads” by Matheus Mello
You’ve heard of MQLs and SQLs, but what about PQLs? Product qualified leads might be the metric you’re looking for to quantify user delight and success.
Product Led Growth Maturity Grader
Want to see how far along the product-led path you are, and where you might need to adjust your strategy? Open View Ventures, the organization that coined the phrase “product-led growth,” created this interactive quiz to help you along in your PLG journey.
Becoming Product Led: What it Means and How to Get There
Our colleagues at Pendo created this comprehensive e-book on shifting your company from a sales- or marketing-led mindset to a product-led one. Read the full handbook to learn how to center your product at every stage of the customer journey.
