45. What is product-led growth and how to get started

CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty Hayes

Peter Ikladious, Co-founder at Unlocking Growth shares his Product-Led Growth (PLG) insights.

In this episode, we discuss:

• What PLG is including the fundamentals you need to get started
• How PLG can be applied to any industry, and what it means for marketing teams and CMOs
• How it changes the dynamics of an organisation and the skills needed in the marketing team
• How CMOs can use PLG to play a bigger role and have a bigger impact in their organisation
• From MQLs (Marketing Qualified Leads) to Sales Qualified Leads (SQLs) to Product Qualified Leads (PQLs)
• We dispel some myths about PLG and explain in which situations it is inappropriate to adopt
• The growth mindset needed including the 4 key attributes for any modern marketer to thrive at PLG
• The new course, Rocket Ship Scholars that Unlocking Growth has launched to upskill Aussies in PLG - listen out for how to apply for one of their 5 free scholarships to the program. *Applications close 20 March 2022.

Never heard of PLG? Peter explains ‘PLG is about surfacing the value of the product as an enabler to drive more sales’. So instead of telling people about your value proposition, you show them.

In typical SaaS it includes models like freemium and free trials, but in non SaaS it can include webinars, events, whitepapers and other tactics deployed throughout the funnel by Sales, Marketing, Product, Customer Success and Customer Support.

Peter is an Aussie with a remarkable career including 20yrs in Silicon Valley. Peter established and led the growth and product management across IBM, he’s been VP of marketing for Safety Culture, Product Development Program Manager at Hutchison 3G - plus a range of experience founding, running and consulting with Startups.

Peter’s now helping startups and businesses in Australia to scale faster using a product-led growth approach through his leading product-led growth consultancy, Unlocking Growth.

P.S. Get the cheat sheet that accompanies this episode. Head to our website, find this episode and download the PDF summary notes with all the tips and strategies laid out in an easy-to-read format. Spend less time taking notes, and more time taking action.

References

Wes Bush - Product-Led GrowthWilliam Duggan - Napoleon’s Glance

Contact Peter Ikladious

• Find Peter on LinkedIn and mention you heard him on the podcast. Find out more about Unlocking Growth, and their Product-Led Growth course, Rocketship Scholars.

Contact Growth Generators

• Find out how Ty and Growth Generators can help you create a modern marketing team that drives growth using our 3- stage framework for marketing transformation.
• Follow or connect with Ty on LinkedIn and let us know what you think of the show.

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This podcast was produced by Ty Hayes and edited by Lewis Hallam.

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