Kat Flandez | Projects | Product-Led Growth (PLG)

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.

Increased key feature adoption 10-20%

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 10-20% on various features.

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.

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.