Awesome post, especially loved the PLG monetization escalator framework! Do you think a CDP like Segment (with a recently launched B2B Edition in https://segment.com/industry/b2b/) can facilitate the buildout of the escalator? With the Linked Profile feature, it is able to connect B2C level user data (coming from individual usage) with B2B level account data, and hence companies can be more strategic about product led sales and product led marketing. For instance, imagine a developer from company A just signed up to try out a product from Company B, at the same time, A's Growth Marketing leader attended a webinar from Company B, while its VP of Product Marketing downloaded a whitepaper from B. The marketer of Company B can connect the dots and essentially construct the "escalator" in a more telling way.
Top-down B2B SaaS offers interesting challenges which you didn’t really touch on. My company sells a SaaS product which tends to be acquired by the top of the food chain (CHROs, CTOs, CEOs, etc.) but used by middle management (Managers) and sometimes ICs (marketers, live chat agents).
It’s interesting to think of PLG through your elevator framework but essentially… reversed? You need to convince the manager to get more ICs in the product rather than the classic David Sacks bottom-up SaaS of hoping to get enough IC scale to warrant an enterprise account upgrade.
Awesome post, especially loved the PLG monetization escalator framework! Do you think a CDP like Segment (with a recently launched B2B Edition in https://segment.com/industry/b2b/) can facilitate the buildout of the escalator? With the Linked Profile feature, it is able to connect B2C level user data (coming from individual usage) with B2B level account data, and hence companies can be more strategic about product led sales and product led marketing. For instance, imagine a developer from company A just signed up to try out a product from Company B, at the same time, A's Growth Marketing leader attended a webinar from Company B, while its VP of Product Marketing downloaded a whitepaper from B. The marketer of Company B can connect the dots and essentially construct the "escalator" in a more telling way.
Any thoughts on this? :)
Great post.
Top-down B2B SaaS offers interesting challenges which you didn’t really touch on. My company sells a SaaS product which tends to be acquired by the top of the food chain (CHROs, CTOs, CEOs, etc.) but used by middle management (Managers) and sometimes ICs (marketers, live chat agents).
It’s interesting to think of PLG through your elevator framework but essentially… reversed? You need to convince the manager to get more ICs in the product rather than the classic David Sacks bottom-up SaaS of hoping to get enough IC scale to warrant an enterprise account upgrade.
Very interesting post, thanks!
Great knowledge base. Enough to start research.