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As the product-led progress (PLG) movement turns into more and more extra well-liked, the method will mature as will the strategic technique of buying prospects. The phases of buyer acquisition have gotten ever extra obvious according to the flywheels of each the PLG course of and the inbound advertising and marketing technique.
The PLG flywheel has 4 phases; activate, undertake, adore and advocate. The inbound flywheel has three; appeal to, interact and delight. Each of those spins sooner the extra you be taught, check and iterate for long-term success. Yet none of those displays the ideas of product-led onboarding in my thoughts.
Related: How Customer Enablement Drives Product-led Growth
The phases of onboarding for B2B PLG organizations
To set the scene, onboarding doesn’t begin on the level somebody indicators a contract or inserts their bank card particulars. Onboarding is extensively agreed to start out on the first touchpoint in any channel your group owns. This may very well be an advert, a social media publish, an occasion or a speculative electronic mail, for instance, and every of those should set the tone or development for the next actions and actions. So, what are the 4 ideas?
Marketing onboarding: making the unfamiliar acquainted
Platform onboarding: acquainted to the freemium consumer
Value onboarding: freemium to paid consumer
Peer-led onboarding: paid consumer to product champion
For every precept, there are corresponding techniques and methods — a few of which might be utilized in silos, and others carry out finest when utilized in a cumulative or mixed strategic method. Let’s focus on these in additional element.
Marketing onboarding ideas for PLG corporations
The very first stage of onboarding for product-led corporations is advertising and marketing. From right here, there’s a pure move to take strangers to champions. But what does that appear like, and what’s the finest technique specializing in B2B SaaS? For me, it is the inbound advertising and marketing technique, however let’s take a look at among the channels you may undertake:
You can dominate a single channel alone, however that will not show useful to your longer-term targets. For many, content material advertising and marketing is the worth of admission to take a seat on the desk, however for content material to reach immediately’s overcrowded on-line world, you want electronic mail advertising and marketing to help it, paid promoting to market it and social media advertising and marketing (each natural and paid) to distribute it.
Therefore, a multi-channel persona-led inbound advertising and marketing technique is the one alternative. Unless, in fact, your PLG platform additionally sells to the enterprise, after which you’ll require each an inbound and account-based advertising and marketing technique for continued success. Beyond this, you want a robust messaging technique in your web site’s copy that can drive your new events to begin to strive your platform.
Related: Inbound Marketing — What is it and Why Does it Matter?
Platform onboarding ideas for PLG corporations
Once you’ve got totally optimized your advertising and marketing technique (which may solely occur over time as you accumulate and use your information) you need to totally optimize your onboarding process. To do that, you should use a acknowledged framework or mixture frameworks like:
Nail this stage of the onboarding course of and your buyer acquisition program shall be heating up. Not solely have I given you the playbook on PLG onboarding right here, however I’ve additionally given you the instruments to do it — and I’m not accomplished but.
Value onboarding for product-led SaaS
The articles I’ve shared with you within the hyperlinks will provide you with and your staff extra worth steering and context for certain, however there’s one other stage to optimizing onboarding and that requires instruments. These instruments come within the type of:
There’s additionally a complete host of different instruments that will help you perceive in case your product is delivering the worth you got down to ship, the place the bottlenecks are and how one can take care of them. Optimizing your PLG platform for worth is the way you reduce the time that your freemium customers take to acknowledge the true worth of your product.
Keep optimizing to ship ongoing worth and to grasp easy methods to construct and deal with future product and/or function releases.
Peer-led or peer-to-peer onboarding for product-led organizations
The ultimate precept of onboarding is to optimize your platform’s means on your champions or cheerleaders to ask their mates and colleagues. Whilst incentives are all the time good, finally, you need to construct a product so good, so useful and so needed that your finest customers can not help however speak about you and hype you up.
You need these customers to inform their tales and have your platform as a hero within the story. So, how do you do this? The chances are high that if you happen to nail the primary three, this one takes care of itself. However, your job is to not develop into complacent however to deal with this onboarding part like a partnership channel — one that’s pushed by a consumer group, not a gross sales staff.
You can add the flexibility to ask and share from their account, that is just about normal today, however ask your staff this query: How will we allow our greatest customers, the champions and cheerleaders, to simply invite and onboard new customers on our behalf? Figure that out by means of a champions committee or one thing related, and you have nailed the 4 phases of PLG onboarding.
Related: How to Turn Strangers into Loyal Customers With User Onboarding
I hope you loved this tackle the 4 precept phases of onboarding for product-led progress platforms and that I’ve given you adequate so that you can return to your groups and refocus your efforts. Using this framework will enable your group to develop into extra embedded and cross-functional, which may solely show useful for your complete go-to-market movement.