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Wes Bush
Founder and CEO at Product-Led Institute
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B2B Growth and Innovation Virtual Summit
June 4, 2020, Online, New York, USA
B2B Growth and Innovation Virtual Summit
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How to Systematically Turn Users Into Customers
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About speaker

Wes Bush
Founder and CEO at Product-Led Institute

Wes Bush is the bestselling author of "Product-Led Growth: How To Build a Product That Sells Itself." He believes the way we buy software has changed forever over the last several years. Gone are the days of hiding your product behind closed doors - where potential customers need to sit through a long, drawn-out sales call just to see what the product is capable of - it's time to lead with your product and let people see for themselves if you can deliver on your promise.

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About the talk

00:00 Introduction

02:21 Goal of the talk

02:53 What is product-led growth?

04:28 What are product-led businesses doing differently?

06:43 Time-to-value

12:18 The Bowling Valley Framework

14:04 Part 1: Straight-line onboarding

23:50 Part 2: Product bumper

29:45 Part 3: Conversational bumper

32:50 Just-in-time vs Just-in-case bumpers

33:38 Signal #1 - Signup

35:40 Signal #2 - Quick win

36:33 Signal #3 - Desired outcome

38:56 The Bowling Alley Framework summed up

40:31 To wrap up

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Welcome to my training on product-led growth,  how to build a product that sells itself. This is honestly one of my favorite topics to talk about and so before you really dive into it. I just want to take a step back and really kind of share with you why I'm so incredibly passionate about product-led growth. So for me, it actually started over 5 years ago when I was working at a company called Vidyard where we were launching a freemium product. Now, we had never done this before never launched a freemium product. So there was a

ton of new stuff obviously to learn and so whenever we were launching this free product, what ended up happening is we got to hundreds of thousands of users hunting for our product very quickly. And if that's the specific moment, it totally changed my perspective on product you see before that happened. I was in demand generation and I have been spending hundreds of thousands of dollars trying to acquire leads for a sales team. The whole process was pretty basic, you know where you would put up a landing page great content direct People toys

that landing page when they give you their contact information you're sending the messages with that contact info and hopefully one day they they turn into a happy paying customer, but we were really falling short on how we're delivering value. You see with a product let approach we were actually able to give people the products are free in product. Help them become successful by creating an incredible user experience And Then There Were Ten Times more likely to become a paying customer. So it really changed the way I saw that your product could actually be a

customer acquisition model. And so that's why I'm here today. Really because I'm fascinated with how the world our product is quickly changing and

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