Usage-based pricing & product-led growth — Brian Kotlyar // Hightouch

Show Notes

• 02:39
  The shift towards hybrid selling models in B2B martech

  The current market space is moving towards a hybrid selling model, where companies interlace sales-led and product-led growth approaches. Successfully nailing this model can lead to highly efficient and more rapid growth than each approach could produce individually.
• 05:05
  Balancing sales and product led approaches

  This process involves understanding whether your product can be easily adopted without a salesperson and taking into account what the customer wants. Additionally, the attributes of the customer you're selling will significantly influence the sales process you choose to apply.
• 07:31
  Identifying high profile users and differentiating between customer needs

  Marketers have access to abundant data despite GDPR and CCPA, but the applications of data are increasingly being restricted. However, knowing basic information like company size and corporate email addresses enables marketers to differentiate experiences and follow-ups.
• 09:50
  How Hightouch markets reverse ETL to potential buyers

  Hightouch makes it clear what its product does and gets potential customers to interact with it as soon as possible. By gathering information about the customer's interaction with the product and website, Hightouch can create a tailored experience to suit their needs.
• 11:57
  How Hightouch positions its reverse ETL solution in comparison to a CDP

  Hightouch positions itself as a data-moving company that solves data-movement problems for businesses. They differentiate themselves from other data movement solutions by offering a faster way to get data from spreadsheets and warehouses to anywhere needed.