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Today's newsletter is by my friend and SaaS growth marketer Andrew Capland.
Andrew is one of my go-to's for B2B SaaS growth. He's worked for premier SaaS companies like Wistia and consulted with dozens more.
And for the Swipe Files audience only, he's sharing some thoughts on where he sees the industry headed.
I'm seeing a new playbook emerge in product-led growth. I think it's the future of how people will buy SaaS software. It's all about leading with product value - not gating it.
The old playbook was pretty straightforward:
- SaaS company makes valuable offer (typically free plan or free trial)
- User visits website
- Signs up for the offer
- Receives value from the offer
- Upgrades to paid plan
The main product value is gated behind a signup form in that playbook. Which means 97.5% of website visitors don't experience it. A huge missed opportunity.
I'm seeing innovative companies flip the script. They're not gating product value. They're LEADING with value.
Their playbook looks like this:
- SaaS company makes valuable offer
- Embeds a interactive version of product offer on their site
- Site visitors play with it - and get value
- After some amount of meaningful interaction - company suggests user check out the offer
The new playbook leads with value. It engages a much larger percentage of your website visitors. That means, way more people experience the value of your product. That's good for visitors. Good for your brand. And good for your conversion rates.
My PLG friends are all buzzing about this. We're seeing example after example of companies running this playbook. Even enterprise folks are launching interactive tours now.
If you're sold on the idea but not sure where to start, hereβs a few ideas to get the creative juices flowing π
Form has an incredible tour of their MarketX product:
Accord shows off their sales & onboarding playbooks:
FunnelIQ walks user though their revenue command center:
We're at the very early stages of this shift. But I suspect we'll see this on most SaaS websites over the next few years.
βAndrew
Thanks again to Andrew for sharing in this newsletter edition.
What did you think?
βCorey
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