Driving word of mouth needed for product-led growth comes from a passion for one’s tools. This can be hard to attain for categories of products that aren’t all that interesting. Someone might brag about how one email client is better than another, but what about an ERP?
See also:
- Tools are bought, transformations are sold and transformations bring a community with evangelists
- Consumers buy products, enterprises buy platforms so maybe product led growth is not doable for enterprise software
Links to this note
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Tools Are Bought, Transformations Are Sold
Tools are something that a business finds familiar. There is a category and a known list of things it should do. There are good tools and bad tools to buy and it’s usually obvious which ones are the good ones.
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Enterprise Businesses Expect a Consultative Sales Experience
When selling B2B software, self-serve and product-led growth is appealing business model (no sales people, account managers, etc.). However, it’s much more common that you would still need a sales team and account managers for enterprise customers. They expect to be able to talk to someone about their challenges and guide them through implementation.