How Superhuman is expanding from PLG into PLS — Seiyonne Suriyakumar // Superhuman
- B2B, B2C
- Brand, Community, Content Marketing, Data & Analytics, Email Marketing, Go-to-Market, Organic Growth
- SAAS
- Growth Marketing
- Part 1How Superhuman created its loyal fanbase — Seiyonne Suriyakumar // Superhuman
- Part 2 How Superhuman is expanding from PLG into PLS — Seiyonne Suriyakumar // Superhuman
Show Notes
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02:21Superhumans expansion from product led growth into product led salesBy including product-led sales in their approach, Superhuman added a level of customization to their customer interactions, resulting in larger deals and longer contracts. When humans are in the selling motion, they can identify different opportunities, gaps, and challenges.
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04:11Superhumans evolving business modelSuperhuman initially focused on helping individual power users master their email and save time. However, after seeing an uptick in interest for team use, their sales team was able to add value by helping department leaders visualize the benefits of a company-wide rollout.
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06:11Shifting to a product led sales approach in B2B marketingMarketers should shift their focus solely from pre-purchase signals to product usage in the customer journey. By analyzing those signals, they can identify potential expansion opportunities, struggling users, and larger team consolidation opportunities.
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08:26The overlap between sales and customer success in product led salesWhen there is a tight collaboration between customer success and sales, CSMs and sales reps are able to tailor their conversations based on the usage of the product. So, customers can be moved to an account executive at the right time to have the upsell conversation.
Quotes
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"Theres something unique about having a human that can walk through your specific challenges and really tell you how this fits in or sometimes doesn't fit into that equation." -Seiyonne Suriyakumar, Head of Marketing, Superhuman
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"We've seen a handful of success stories where incorporating a human in the selling motion has resulted in larger deals being landed and longer contracts being negotiated." -Seiyonne Suriyakumar, Head of Marketing, Superhuman
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"At Superhuman, we look at people within the product, their usage, etc, and we use that to identify users that might be a great fit for a potential expansion conversation." -Seiyonne Suriyakumar, Head of Marketing, Superhuman
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"In a best-in-class organization, customer success and sales have to be joined at the hip." -Seiyonne Suriyakumar, Head of Marketing, Superhuman
- Part 1How Superhuman created its loyal fanbase — Seiyonne Suriyakumar // Superhuman
- Part 2 How Superhuman is expanding from PLG into PLS — Seiyonne Suriyakumar // Superhuman
Up Next:
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Part 1How Superhuman created its loyal fanbase — Seiyonne Suriyakumar // Superhuman
Seiyonne Suriyakumar, Head of Marketing at Superhuman, talks about identifying personas that will convert into loyal customers. The idea of building an email tool to improve the established email experience is intimidating, but Superhuman's open and excited approach created an intriguing story. Seven-plus years later, Superhuman has built a dedicated fan base and become a respected name in the technology community. Today, Seiyonne discusses how Superhuman created its loyal fan base.
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Part 2How Superhuman is expanding from PLG into PLS — Seiyonne Suriyakumar // Superhuman
Seiyonne Suriyakumar, Head of Marketing at Superhuman, talks about identifying personas that will convert into loyal customers. Traditionally, marketers have focused on looking at the activity of a prospect or lead before they get into the product, but that’s only half of the equation. Instead, Superhuman looks at people within the product and uses that to identify users that might be a great fit for a potential expansion conversation. Today, Seiyonne discusses how Superhuman is expanding from product-led growth into product-led sales.
