Product Led Growth & Product Strategy

Product-Led Growth

Enterprise sales cycles take a notoriously long time, and require a huge sales team. For Salesforce’s entry-level SMB product Starter Suite, shifting from a sales-led to a product-led growth motion drives higher ROI and faster sales cycles.

I led the Growth Product Marketing team as we identified how to shift our approach from sales-led growth (SLG) to Product-Led Growth (PLG).

What does this look like?

  • Ensure the right MarTech (Marketing Technology) is in place to connect marketing activations, product data, and sales CRM

  • Increase in top-of-funnel growth through SEO optimization, awareness campaigns, SEM, and increased SEO and video content

  • Improve trial discovery and accessibility by increasing web placements

  • Optimize trial experience and new user onboarding through in-app and email marketing nurture journeys

  • Create regular cadence bringing PMM, product, and campaigns together to monitor user analytics trends and create a culture of experimentation across teams

  • Develop automated notifications and opportunity creation for sales teams based on customer usage patterns

  • Improve trial to paid conversion by simplifying setup, improving access to training and documentation, and connecting usage data to sales CRM to drive sales conversations where appropriate

  • Influence product roadmap and product strategy based on customer needs that drive faster conversion and upsell

  • Shift sales organization behavior and mindset to see product-led sales and self-service as accelerating sales cycles vs competing with sales-led motions

113%

Increase in trial form visits from web updates

39%

Traffic Increase due to SEO content

21%

Paid conversion from email nurture journey

Customer Engagement Product Strategy

As a Senior Product Manager Intern at Amazon, I created a customer engagement product strategy for a top-trafficked page on Amazon. By evaluating customer traffic patterns and purchase data, I developed and launched a feature projected to generate an additional $30MM annually. Data from A/B testing on post-purchase browsing behavior was used by teams across Amazon to improve the post-purchase customer experience across mobile, desktop, and tablet platforms.

The Challenge

The Your Orders pages (amazon.com/yourorders) on Amazon are some of the top trafficked pages across the site, yet they also have the highest abandonment rates. How can we re-engage customers here, encouraging them to continue their Amazon experience?

Short-Term Product Strategy

Through detailed data-analysis of customer behavior and traffic patterns across Amazon, I identified the opportunity to place recommendations widgets on the Progress Tracker and Order Details pages. I worked with designers to develop mock-ups, found a developer team to work the project into their code sprint, and launched an experiment to test my hypothesis.

Result: Placing recommendations features on these two pages encourages customers to re-engage with their Amazon shopping journey to the tune of $30MM annually.

Long-Term Product Strategy

To enhance the customer experience, I proposed Your Orders leverage a customer's order history and authentication status to provide highly relevant product discovery opportunities based on past purchases, such as suggesting it's time to purchase a new toothbrush 3 months after the first purchase. Your Orders is also a prime location to surface content relevant to purchases in transit, such as an offer to hire a professional to mount your new TV, or a video on how to do-it-yourself.