![]() ![]() What we hadn’t realized was that the true lightbulb moment that differentiated Hootsuite wasn’t a certain feature or two, but came down to what our brand represents, the industry’s leading and OG social media management platform. Improving this is tough and requires a lot of agility and a whole lot of experimentation. They also needed to post across their multiple accounts quickly if they were going to stick around long-term. We found that our customers needed to integrate at least two to four social media accounts before they truly see value in the product. Upon learning this, we made the decision to pivot away from focusing on the habit moment to looking at the setup and aha moment, which really was our activation funnel.Īctivation is challenging for all PLG companies, and it felt especially difficult for us. As I spoke to other PLG leaders, it turned out this wasn’t an uncommon scenario across other companies either. We found that there was so much room and potential to improve the Setup & Aha moment first, and by doing so, we would dramatically increase the funnel for those to reach the Habit moment. Habit moment: The user has established habits around the core value proposition.Aha moment: The user has experienced the core value proposition for the first time.Setup moment: The user has performed necessary actions to set up for the core value proposition. ![]() Many will recognize these terms from Reforge’s Setup-Aha-Habit framework: While this made a lot of sense, it had skipped focusing on the “setup and aha” moment first and jumped right to the “habit” moment because the data showed a massive correlation to long-term retention. When I first joined Hootsuite, the company was focused on improving the product’s “habit” moment, i.e., getting a customer to continuously use the product to solve a pain point. Focus on improving your PLG motion in the same sequence as your customer’s journey. This is a guest post in collaboration with Partho Ghosh, Head of Product Growth at Hootsuite.ġ. Keep reading to find out why Partho was wrong about Hootsuite’s credit-card gated free trial, how Hootsuite pairs self-service and product-led sales, and what apps they use to keep getting better at PLG. Head of Product Growth Partho Ghosh opened up about the five key learnings from Hootsuite’s transition from sales-led to product-led. The Vancouver-based software company is trusted by more than 20 million users in 175+ countries. Founded in 2008, Hootsuite provides an all-in-one platform for social media managers to plan, collaborate, and analyze their social media strategy. One example I’ve been following is Hootsuite, the OG social media management platform. If you’re looking for quick growth, look elsewhere.īut when it works, the transition to product-led can reignite growth and be well worth the wait. It can take 12 to 18 months before the PLG motion generates meaningful revenue. Expect to see tensions between the PLG team and the rest of the org over engineering resources, website real estate, which leads can go to sales, and much more. ![]() The team that built your existing business might not be the team that can transform it. Many folks have tried, only to run into insurmountable challenges along the way. You don’t hear much about the successful transitions from a sales-led focused business to a product-led business. ![]()
0 Comments
Leave a Reply. |
Details
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |