31 episodes

The Product-Led Podcast is a weekly interview series with both product-led growth leaders and practitioners who have real knowledge to share on what it takes to use their product to grow a business.

Product-Led Podcast Wes Bush and Ramli John

    • Marketing
    • 5.0 • 2 Ratings

The Product-Led Podcast is a weekly interview series with both product-led growth leaders and practitioners who have real knowledge to share on what it takes to use their product to grow a business.

    The Psychology Behind Good Product Marketing with Phill Agnew, Director of Product Marketing at Brandwatch

    The Psychology Behind Good Product Marketing with Phill Agnew, Director of Product Marketing at Brandwatch

    If you are interested in the psychology behind good product marketing, consider this episode a must hear! Today’s guest is Phill Agnew, the director of product marketing at Brandwatch, the world’s leading social intelligence company. In this episode, Phill shares the importance of behavioral psychology, how brands can avoid the herd mentality, and his thoughts on the use of the scarcity method/principle in marketing. 


    Show Notes


    [02:15] What a lot of studies on consumer psychology suggest


    [02:57] What Brandwatch is and what he does as director of product marketing


    [03:50] How he fell into the role 


    [04:50] Why most product marketers don’t understand the customers very well


    [06:39] The importance of behavioral psychology


    [08:47] What he meant by distinctiveness


    [12:30] How brands can avoid the herd mentality


    [16:15] What being distinct really is all about


    [18:35] What anchoring is and a few examples of anchoring


    [23:36] How anchoring can be applied to online businesses


    [31:00] His thoughts on the use of the scarcity method in marketing


    [33:40] His one (or two) piece of advice for marketers


    [36:27] Where people can find him


    About Phill Agnew


    Phill Agnew is the director of product marketing at Brandwatch. Phill’s experience is in product marketing and he specializes in consumer behavior. Phill is also the host of Nudge Podcast, the only podcast dedicated to consumer psychology. Phill is also a keen writer and an avid public speaker with interests in brand development, product marketing, and entrepreneurialism.


    Links


    NikeUnileverJohnson & JohnsonFordCrystlerLand Rover Burger KingFour Seasons HotelHilton Hotels and Resorts SnickersSupremeKFCDriftNudge PodcastProduct Marketing SummitThe Ikea EffectFOMO (Fear of Missing Out)The Herd Mentality Scarcity Marketing

    Books


    Born to Run: A Hidden Tribe, Superathletes, and the Greatest Race the World Has Never Seen by Christopher McDougallThinking, Fast and Slow by Daniel KahnemanMessengers: Who We Listen To, Who We Don’t, and Why by Stephen Martin and Joseph Marks

    Profile


    BrandwatchPhill Agnew on LinkedInPhill Agnew on Twitter

    • 37 min
    How To Acquire Your First 100 Customers for Your Product-Led Company with Gen Furukawa, Founder of Retainable

    How To Acquire Your First 100 Customers for Your Product-Led Company with Gen Furukawa, Founder of Retainable

    Today’s guest is Gen Furukawa, the founder of Retainable. Retainable is an amazing platform designed to help businesses grow stronger by reducing employee turnover, increasing retention, and driving employee advocacy. In this episode, Gen shares his approach to marketing, how he started building products, and his thoughts on paid campaigns.


    Show Notes


    [02:28] How he started building products and what his journey has been like


    [05:53] His approach to marketing


    [07:49] How he prioritizes who to reach out to first


    [10:35] An example of a LinkedIn strategy that works


    [14:47] Strategies he has seen that does not work for early stage startup marketing


    [18:04] Few things that really worked in Jungle Scout in terms of traffic, leads, and customers


    [21:10] Marketing stuff that didn’t work


    [22:19] His thoughts on paid campaigns


    [25:12] His piece of advice for founders of product-led businesses


    [26:58] Groups he’s a part of


    [28:35] Where people can find him online


    About Gen Furukawa


    Gen Furukawa is the founder of Retainable, an innovative platform that helps businesses grow stronger by increasing retention, driving employee advocacy, and reducing employee turnover. He is also the co-founder of Prehook, the perfect customer experience and recommendation engine. Gen is also the co-host of the podcast CartOverflow.com where he interviews interesting guests like service providers, operators, agencies, and SaaS folks. 


    Links


    AmazonJungle ScoutShopifyChrome ExtensionLinkedInGrowth Marketing Today with Ramli JohnProduct-Led Growth CollectiveTrends

    Profile


    Gen Furukawa on LinkedInGen Furukawa on TwitterCartOverflow.com (Podcast)RetainablePrehook

    • 30 min
    Why Become Product-Led Growth Certified with Wes Bush and Ramli John

    Why Become Product-Led Growth Certified with Wes Bush and Ramli John

    Over the course of a few months, Wes Bush and Ramli John have been working on the Product-Led Certification Programs. In this episode, they discussed all you need to know about the programs.


    Wes is the author of the bestselling book “Product-Led Growth: How to Build a Product that Sells Itself.” Wes is best known for challenging how SaaS leaders approach growth. Wes is also the founder of the Product-Led Institute and one of the hosts of the Product-led Summit podcast.


    Ramli John is a Product-Led educator and consultant. He is also the host and founder of the “Growth Marketing Today” podcast, where he has interviewed experts like Hiten Shah, April Dunford, and Rand Fishkin. Ramli also helps SaaS companies optimize their retention rates and their user onboarding flow.


    In this special episode, Wes and Ramli tackled all there is to know about their Product-Led Certification Program—the reason they split it into two, quick overviews of each program, and the benefits of applying as a team, among many others.


    Show Notes


    [01:28] Why they split the program into two


    [03:59] A quick overview of the Product-Led Transformer Program


    [06:24] A quick overview of Product Onboarding


    [10:02] How they determine the right fit for the programs


    [11:34] How their calls and mastermind sessions are typically structured


    [11:59] Their program’s big differentiating factor


    [12:36] What their “Expert Series” is all about


    [14:00] The benefits of joining masterminds


    [15:20] Estimated time people will spend on the program


    [16:40] How the certification program is different from the book on Product-Led Growth


    [18:04] The benefits of applying as a team


    [23:39] Other things they want to touch on regarding the program


    [25:15] How people can reach out to them if they have questions


    Links


    Patrick Campbell, Founder and CEO at ProfitWellJaqueline Cook, Chief Strategy Officer at Vendasta

    Profile


    6-Week Product-Led Certification Programs 

    • 29 min
    The Product-Led Sales Playbook with Kris Hartvigsen, CEO and Founder of Dooly

    The Product-Led Sales Playbook with Kris Hartvigsen, CEO and Founder of Dooly

    If you’re interested in product-led sales, you’ll definitely love this episode. Today’s guest is the founder and CEO of Dooly, hailed as the fastest way to update Salesforce, take sales notes, and effortlessly manage all deals so nothing slips through the cracks. Today's guest is no less than Dooly's founder and CEO, Kris Hartvigsen. In this episode, Kris shares how he transitioned from sales to founder of Dooly, how he sees product-led growth fuelling and helping enterprise sales, and what happens when a product qualified opportunity comes through.


    Show Notes


    [00:45] How his progression from sales to founder happened


    [03:58] What Dooly is all about


    [05:27] How he sees product-led growth fuelling and helping enterprise sales


    [07:10] How he defines product-led sales


    [08:55] What PQO stands for and what it’s all about


    [09:15] Why 5 is the sweet spot for them


    [11:58] Why they get sales involved relatively early


    [13:00] What happens when a product qualified opportunity comes through


    [15:51] What he’ll tell organizations that claim they are product-led


    [16:59] What the hand off to the sales team looks like


    [21:09] His advice to organizations that are transitioning to product-led


    [23:13] Where people can find him online


    About Kris Hartvigsen


    Kris Hartvigsen is the CEO and founder of Dooly, a computer software that captures and actions customer conversations, solves challenges that affect customer-facing teams, and analyzes and acts on them. From administrative work like Salesforce updates to deal supporting tools, Dooly automates the sales process by moving information to and from the customer in real-time. Dooly was built with the users in mind and its end goal is simple: provide users with the freedom to sell.


    Links


    Vision CriticalSlackZoomSalesforce

    Profile


    DoolyDooly on LinkedInDooly on TwitterKris Hartvigsen on LinkedInDooly's Email Address: info@dooly.ai

    • 23 min
    The User Activation Framework That Unified Product, Growth, and Marketing with Vivek Balasubramanian, Director of Growth at Wave

    The User Activation Framework That Unified Product, Growth, and Marketing with Vivek Balasubramanian, Director of Growth at Wave

    Unifying product, growth, and marketing is no walk in the park but today’s guest makes it look easy. Vivek Balasubramanian is the director of growth at Wave, an award-winning financial software designed for entrepreneurs. In this episode, Vivek shares how he became the director of growth at Wave, what FAE means, how he got the executive team’s buy in, and the experiments they are currently conducting. 


    Show Notes


    [01:03] What Wave is and what it does


    [04:03] How he became the director of growth at Wave


    [08:33] How he made sure the executive team knew what he was doing


    [10:23] How he makes sure what he presents is predictable


    [11:41] Metric he’s accountable for


    [12:34] What FAE is and why is the aha moment not enough to define somebody as activated


    [17:16] How the FAE for invoicing is related to the FAE for payments


    [18:24] How people can figure out their first activation event for users


    [20:21] How he got the executive team’s buy in


    [22:04] How the product team has changed now that they’ve embraced the FAE framework


    [26:02] Number of times they get together to review the metrics


    [26:42] Changes and experiments they’ve implemented


    [32:40] Interesting thing about data and metrics


    [36:11] The experiment they are running


    [37:47] How they figure out who needs guidance


    [40:19] His advice for growth teams


    [43:10] Where people can find him online


    [43:43] Where people can find out more about Wave


    About Vivek Balasubramanian


    Vivek Balasubramanian is the director of growth at Wave, an award-winning financial services software company with more than 250 employees. They are serving entrepreneurs and freelancers around the world. As director of growth at Wave, Vivek is accountable for business activation, monetization, and retention. Some of his specialties include revenue and demand generation, funnel experiments, marketing data management, and leading functional teams.


    Links


    StarbucksH&R Block CanadaShopifyZoomTrelloPaul Marshall on LinkedIn

    Profile


    Vivek Balasubramanian on LinkedInWave WebsiteWave on FacebookWave on TwitterWave on LinkedInVivek’s Email Address: vivek@waveapps.com

    • 44 min
    Optimizing Customer Onboarding at Sprout Social with Shareil Nariman, Program Manager at Sprout Social

    Optimizing Customer Onboarding at Sprout Social with Shareil Nariman, Program Manager at Sprout Social

    When it comes to optimizing the customer experience, today's guest is a pro. Shareil Nariman is Sprout Social’s program manager for customer onboarding and life cycle. Sprout Social is a software that helps organizations of all sizes become better marketers and create the world’s most beloved brands. In this episode, Shareil shared how the onboarding process at Sprout Social has evolved, what their onboarding experience looks like now, and his advice to marketers who want to improve their onboarding experience.


    Show Notes


    [00:41] What Sprout Social is


    [02:01] What the onboarding was like before they improved it


    [03:58] First few things they focused on when they improved the onboarding process


    [07:38] What a successful onboarding looks like


    [09:06] How they defined value for customer onboarding


    [11:36] What their onboarding experience looks like now


    [13:14] The evolution of their onboarding process


    [14:43] What their webinar looks like


    [16:17] Some of the things he optimized in the program


    [18:23] What qualifies a customer to be reached out to for those one-on-one calls


    [19:54] The mechanics of their onboarding guild 


    [21:15] Things he wished he knew about customer onboarding


    [23:04 His advice for marketers who are looking to improve their customer onboarding


    [24:34] Where people can find out more about him and Sprout Social


    About Shareil Nariman


    Shareil Nariman is Sprout Social’s program manager for customer onboading and customer lifecycle. He has spent the last 9 years exploring the customer experience to set people up for long-term success. He has also built programs, hired and managed teams, and worked closely with product organizations and marketing to ensure the customer experience is positive and consistent all throughout.


    Links


    InstagramFacebookTwitterPinterestBooking.comPendo

    Profile


    Sprout SocialSprout Social on LinkedInSprout Social on TwitterSprout Social on InstagramSprout Social on FacebookSprout Social on PinterestSprout Social YouTube ChannelShareil Nariman on TwitterShareil Nariman on LinkedIn 

    • 25 min

Customer Reviews

5.0 out of 5
2 Ratings

2 Ratings

MikeLavin ,

Great podcast

Got loads of value from the episode - gonna be listening again!

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