Freemium : How Zoom, HubSpot, Atlassian, and Other Top Companies Use Product-Led Growth ... for Low-Cost Customer Acquisition and Expansion.

Format:

Book

Author/Creator:

Boyce, Dave.

Language:

English

Subjects (All):

Computer software--Marketing.

Computer software.

New products--Marketing.

New products.

Customer relations.

Success in business.

Physical Description:

1 online resource (336 pages)

Edition:

1st ed.

Place of Publication:

Redwood City : Stanford University Press, 2025.

Summary:

"Companies like Dropbox, Zoom, Slack, Atlassian, and DocuSign grew into multi-billion-dollar companies using the 3-step "Freemium" product strategy: (1) instead of hiring an expensive sales force, give away software for free; (2) let happy users tell others; (3) offer a premium subscription version, producing a recurring revenue stream. Over the last three decades, Freemium strategy has evolved into a practice known to tech industry insiders as "Product-Led Growth," which Harvard Business School Lecturer Frank Cespedes calls, "probably the fastest-growing go-to-market model for businesses globally." Freemium is the authoritative guide to Product-Led Growth, written by Silicon Valley entrepreneur and Harvard MBA, Dave Boyce, who also developed the first MBA-level course on the topic. Freemium explains how to develop a product that can sell itself, how to ward off competitors, and how to move seamlessly upmarket, selling to larger and larger customers. It details how the product itself can be used for customer onboarding, customer service, and retention, so you don't have to hire costly talent to do these jobs. Freemium also details how non-software companies and enterprise-sales-led companies are leveraging product-led growth tactics within more traditional go-to-market motions. To understand and compete in nearly every tech-related industry today requires an understanding of the principles of Product-Led Growth. Freemium is the authoritative guide to a low-cost go-to-market strategy, proven to build huge companies"-- Provided by publisher.

Contents:

Why freemium is a powerful strategy for every company with digital products, or, "What is product-led growth and why should I care?"

The paradigm-shifting cost savings and customer experience of PLG : how digital products now seamlessly do the work of marketing, sales, onboarding, and customer success

First principles of product-led growth: empathy, generosity, and metrics : how freemium products are built differently than typical enterprise software

PLG is a long-term growth strategy, not a short-term sales tactic : securing top management support for a 1-to-3-year PLG roadmap, plus leading indicators to track success along the way

Creating and managing growth teams : the internal politics and realities of launching PLG

Building a minimum viable product (MVP) for freemium adoption : stripping down to a single use case to match job to be done (JTBD)

Filling the marketing funnel : how to acquire self-service customers : making your product easy to find and adopt

Building self-service onboarding into your freemium product : how to make your product easy to start using

How to convert free users into large, paying contracts : the four major types of PLG monetization

Pricing strategy for enterprise-level PLG : charging for what the customer cares about : impact

Customer success without a customer success department : how a well-designed product keeps usage and retention rates high

Shifting from marketing funnels to product loops : the more customers use the product, the more sales grows

The enterprise sales inflection point : when and how to add sales to product-led GTM motions

Crossing the chasm from pure PLG to PLG sales : how to use product-led sales to reach large enterprise customers

Selling tactics for product-generated leads and product-led sales : what's different tactically in product-led sales?

Lessons from building PLG within large, established companies : three companies who succeeded at adding PLG after already achieving greater than 00m in sales-led, recurring revenue

Can PLG work at a company like mine? : how to apply product-led tactics in any business

PLG beyond software : how PLG is extending to unexpected places

The role of humans and artificial intelligence (AI) in product-led growth : go-to-market automation is becoming the norm; AI will blend with PLG to accelerate the trend.

Notes:

Description based on publisher supplied metadata and other sources.

Other Format:

Print version: Boyce, Dave Freemium

ISBN:

9781503643055

OCLC:

1527118859