How to go Product-led in 7 days — Natalie Marcotullio // Navattic
- B2B
- Content Marketing, Organic Growth, Go-to-Market, CRO
- SAAS
- Growth Marketing, Performance Marketing, Sales Enablement
- Part 1 How to go Product-led in 7 days — Natalie Marcotullio // Navattic
- Part 2Shifting the customer journey to be Buyer First — Natalie Marcotullio // Navattic
Show Notes
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01:58Navattics approach to productInitially, PLG was mainly concerned with offering free trials and focused on the freemium model. But, Navattic integrates PLG throughout the entire customer life cycle and aims to find ways to provide a hands-on experience with the product.
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02:56Why marketing websites have moved towards a productGenerally, marketing websites will showcase screenshots of the product, but these can become outdated as the product team does updates. Now, theres been a shift to offering more interactive product demos to provide product walkthroughs.
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04:56The process of going productRather than redoing the entire website, all you need to do is create interactive demos. Once youve figured out what you want to show, youre putting those screenshots together in a story or interactive video that can be shared via a link.
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05:47What makes a good productInteractive demos should be brief and push users and visitors toward watching the full-length demo and signing up for a free trial. Also, embed CTAs throughout the interactive demo to facilitate them talking to your team or signing up for a free trial.
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07:00Creating interactive demos for multiple use cases and ICPsInteractive demos are not videos. Unlike demo videos where you have to go through them completely to find what youre looking for, interactive demos allow you to choose your own adventure path.
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07:59Driving more engagement and product adoption with interactive demosInteractive demos allow users to feel like theyre using the software and experience aha moments earlier in the buying cycle. Furthermore, because these demos are replicas of the actual software, they drive more interest and users to take the next step.
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09:12Audio components in PLG demosPLG demos dont have any audio on purpose to prompt users to want to explore and understand more. The intent is to mimic the actual experience of using the software rather than watching a video about the software.
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09:35Offering a freemium version vs creating a PLG marketing strategyUnlike a freemium version that would require setup and coding from your engineering team, interactive demos require no code or setup. Plus, data doesnt need to be imported to see real value and you can see the value immediately with interactive demos.
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10:37How brands are using interactive demos throughout their websitesOn product pages, rather than doing a long demo for different use cases, theyre highlighting one feature to prompt further exploration. Its also being used in prospecting and email nurture when people arent ready to book a demo but want to see the software in action.
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12:40Sales and productFor persons who arent ready to book a full demo or purchase, short, engaging interactive demos can get them to that point. Moreover, interactive demos enable prospects to engage in independent product research so that sales can focus on the advanced features.
Quotes
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"Now, every B2B SaaS website claims they can five x your pipeline, but I need to know how you're actually going to get this there. That's where this product-led motion comes in." -Natalie Marcotullio, Head of Growth, Navattic
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"Interactive demos are meant to get users or visitors to your website to go watch the full-length demo and to go do your free trial. It's not meant to replace those things necessarily." -Natalie Marcotullio, Head of Growth, Navattic
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"Our best performing interactive demos are only about five to 10 steps. So, it's really simple and straightforward." -Natalie Marcotullio, Head of Growth, Navattic
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"Throughout interactive demos, embed CTAs. Every five to 10 steps, give them the option to keep going or see if they want to talk to your team or sign up for a free trial." -Natalie Marcotullio, Head of Growth, Navattic
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"A video is generally a 30-minute walkthrough where you have to go through the entire thing to find that one section you care about. With interactive demos, you can choose your own adventure." -Natalie Marcotullio, Head of Growth, Navattic
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"Having these interactive demos be almost clone replicas of your product, in a more guided fashion, is generally what drives interest to do the free trial or talk to your sales rep." -Natalie Marcotullio, Head of Growth, Navattic
- Part 1 How to go Product-led in 7 days — Natalie Marcotullio // Navattic
- Part 2Shifting the customer journey to be Buyer First — Natalie Marcotullio // Navattic
Up Next:
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Part 1How to go Product-led in 7 days — Natalie Marcotullio // Navattic
Natalie Marcotullio, Head of Growth at Navattic, talks about product-led go-to-market and why you should care about it. More and more prospects are doing research independently before entering the buying journey. As a result, marketers have been offering more interactive demos on their websites in an effort to showcase their software’s experience to prospects without having to set up a free trial or talk to a sales rep. Today, Natalie discusses how to go product-led in seven days.
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Part 2Shifting the customer journey to be Buyer First — Natalie Marcotullio // Navattic
Natalie Marcotullio, Head of Growth at Navattic, talks about product-led go-to-market and why you should care about it. The B2C marketing cycle is all about getting referrals and B2B marketers are jumping that train. As a result, we’ve seen a major shift towards B2B marketers using interactive demos and product-led content so that people can buy the way that they want to buy. Today, Natalie discusses shifting your customer's journey to being buyer-first.
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