Understanding product-led growth with Laura Schaffer, VP of Growth at Amplitude
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Enterprise companies like Salesforce, Oracle and Cisco use sales-led growth to drive revenue and build relationships with potential customers.
Early-stage startups can't afford to rely on traditional sales and marketing, which is where product-led growth (PLG) comes in. Instead of creating slick sales collateral and hiring aggressive go-getters, PLG presents the product itself as the primary driver for customer acquisition, expansion and conversion.
"It's an end-user-based revenue motion," said Laura Schaffer, VP of Growth at analytics platform Amplitude. "So you're trying to ultimately drive revenue growth by focusing on the end user."
I invited her on the podcast to talk about how founding teams with limited resources can build a robust PLG framework that gathers actionable data and drives engagement.
"If you think of payment, it's just a kind of friction. Just like completing a signup is friction. Just like learning a new product is friction," said Laura. "Payment and pricing and charging is just another friction."
Episode breakdown- Introduction to Laura Schaffer and her background in sales and growth
- Defining Product-Led Growth (PLG) as an end-user based revenue motion
- Key components of PLG: Acquisition, Monetization, Retention
- Initial steps for startups adopting PLG with limited resources
- “There are bad, high-friction questions, and then there's good questions.”
- Identifying and prioritizing target personas based on user engagement
- Minimizing bias by focusing on user problems and using quantitative data
- Strategies for moving from freemium to paid versions based on engagement signals
- Using free tools like Google Drive and Amplitude for tracking and data collection
- Techniques for embedding personas into organizational culture for alignment
- Avoiding vanity metrics and ensuring engagement metrics are linked to value
- Laura’s advice on maintaining focus and prioritizing effectively for growth
- Laura Schaffer, VP Growth, Amplitude
- Amplitude
- Amplitude glossary of common terms
- How to run painted door tests that don’t piss off your users, CommandBar
Elena’s Growth Scoop [Substack newsletter] - Product-led Geek [Ben Williams’ newsletter]
- Follow Fund/Build/Scale on LinkedIn
- Subscribe to FBS on Substack
Thanks for listening!
– Walter.
27 episodes