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title: Kat Flandez | Projects | Product-Led Growth (PLG)
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# Product-Led Growth (PLG)

Mixmax employed both product-led and sales-led strategies. Below are some initiatives I led to enhance PLG at Mixmax.

Doubled revenue from self-serve conversions

###### **Problem:**

- Win rates declined and we needed to understand where to best focus our efforts.
- Self-serve and Sales-led were being treated as separate businesses units.

###### **Solution:**

- Completed an analysis of sales-led revenue and found that PLG channels had 45% faster sales cycles (25 days vs 45 days) and 5x better win rates (50% vs 10%).

###### **Results:**

- Initiated a strategic shift back to focus on PLG as a revenue driver rather than separate business unit.
- Created a dedicated Customer Marketing role to double down on what was working, driving more feature adoption and self-serve conversions.
- Doubled and met targets for this channel.

Increased key feature adoption up to 20%

###### **Problem:**

- Feature adoption was low among key features.
- Customers from lower plans would churn, unaware of the functionality available on higher plans.

###### **Solution**:

- Implemented nurture drip campaigns in-app and through email to improve adoption.
- Created onboarding drip as well as year-long lifecycle nurture campaigns.
- Highlighted key features and functionality from all plans, both to improve adoption and increase upsell pipeline.
- Created how-to videos, tips and tricks for persona-based use cases.

###### **Results:** 

- Improved usage metrics by  up to 20% on various features.

Updated lead source attribution, meeting revenue targets

###### **Problem:**

- Lead source attribution was only available at the individual user, not workspace level.
- Marketing channel information was skewed toward “virality” from users adding others to workspaces, rather than how they found us in the first place.

###### **Solution**:

- Worked with the data team to create systems that measured the first touch of the first user of a workspace. Completed analysis of where the first users were coming from.

###### **Results:** 

- Learned that most new workspaces were not from balanced mix of channels such as organic, word of mouth, LinkedIn, Google Ads, etc. rather than product virality.
- Helped inform decisions about where to invest marketing spend and EPD resources.
- Exceeded new and expansion revenue targets (at 103%), and new user signup targets (at 114%) in 2024.
- Generated average $126k of net new and $120k of expansion monthly and 3,500 signups per month.

Improved understanding of the self-serve user base

###### **Problem:**

- Limited information was known about the self-serve user base.
- This hindered our ability to understand and cater to our Ideal Customer Profile (ICP).
- Many users signed up with their personal Gmail, which was challenging to enrich.
- No other information was collected from new users, such as their intended use case.
- We suspected that many signups intended to use the platform for email productivity and calendaring rather than sales engagement.

###### **Solution:**

- When faced with EPD resourcing challenges, marketing took the lead and created a new sign-up form capture critical user information including role, seniority, company size, CRM and intended use case.
- Implemented a lead scoring system based on this information.
- Once proven, EPD built the same features in-product.
- Backfilled the existing customer base by launching an in-app and email survey.

###### **Results:**

- 100% of new signups now include this information, improving our understanding of ICP users and enabling more targeted growth strategies.
- Intended use case information gave valuable insight to EPD and enabled us to refine marketing messaging and segmentation.

Implemented a reverse trial

###### **Problem:**

- Users previously had the option to sign up for any plan including Free, which limited their access to Enterprise features.
- Many had the perception that we were lacking features simply because they didn’t experience them in-trial, and we had customers churn because of this, such as when new decision makers joined a company.

###### **Solution**:

- Implemented a reverse trial by providing all new signups with Enterprise access for two weeks.

###### **Results:** 

- Eliminated the perception that we were missing critical features that were previously gated behind a plan.
- Increased pipeline and deals from the self-serve user base, doubling revenue targets and meeting them.

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