How to Use Product Led Growth to Easily Supercharge Your Business

Have you ever wished your business success was aligned with that of your customers? What if you could create a remarkable customer experience resulting in loyalty, love, and delight? In this episode, Nick Lumsden, Co-Founder and CTO of Tenacity Cloud, will show you how to use Product Led Growth (PLG) to achieve outstanding B2B customer engagement.

He’ll outline how to use PLG to increase customer engagement and make the most of the cloud-based world. Nick has 20 years of experience as a software engineer and technologist, plus experience leading startups and working with healthcare data analytics.

Through his journey, he’s developed a unique strength of getting inside the user’s head and understanding the context to bring the right technology to the problem. Listen in to find out how to ask the right questions, listen without bias, and recognize the obstacles people place in front of themselves to deliver a remarkable customer experience.

About Nick Lumsden

Nick Lumsden is the co-founder and CTO at Tenacity Cloud. This company helps businesses avoid technical debt and wasted cloud spend. With over 20 years of experience in the technology and business industry, Nick has developed a unique approach to product-led growth and flywheel success. He is committed to helping companies create remarkable customer experiences and foster sustainable growth. Nick understands the power of cloud-based services and how they can level the playing field for all organizations. In addition, he believes in the need to listen to customers and live with them to understand their needs to solve their problems. His passion for listening and understanding the user experience has enabled him to create innovative solutions that make life easier for customers.

Why is it important for B2B companies to increase customer engagement through PLG?

Product Led growth (PLG) is becoming increasingly crucial for B2B companies as it helps to increase customer engagement. PLG enables B2B companies to focus on customer experience and allows them to differentiate themselves from their competition. Companies can build stronger customer relationships and increase customer retention by engaging customers with an enjoyable yet functional product.

Furthermore, PLG can help B2B companies to increase customer loyalty and reduce customer churn. By providing customers with an engaging product tailored to their needs, companies can build a loyal customer base that will remain with them for the long term. Additionally, it enables companies to create a more personalized customer experience which can drive more sales and increase overall customer satisfaction. Ultimately, PLG can be an effective tool for B2B companies to increase customer engagement and maximize their customer lifetime value.

Here are the steps you need to follow:

1. Deliver a remarkable customer experience.

2. Ask the right questions and listen without bias.

3. Create a friction-free experience for customers.

1. Deliver a remarkable customer experience.

Delivering a remarkable customer experience is an essential part of growing any business. The key to delivering such an experience is focusing on the user and their needs. The first step is to ask the right questions and listen without bias. This means understanding the user’s context and listening to their needs. To do this, it is important to take the time to go out and observe how they interact with the product or service to understand better the user’s problem and how to solve it.

It is important to be aware of any obstacles the user may place in their way, such as not wanting to invest in a solution. Embracing a product-led growth strategy is a great way to get potential customers’ attention and engage them. This strategy focuses on creating a frictionless experience for customers to get to value quickly and easily. By taking the time to focus on the user, businesses can ensure that they are delivering a remarkable customer experience.

It is also important to provide customers with a seamless experience. This means eliminating any steps that could disrupt the user’s journey. For example, adding a chatbot to the website or mobile app can help customers quickly find what they’re looking for without searching various pages. 

Additionally, providing customers with personalized recommendations can make the experience more enjoyable. This can be done by tracking customer behavior and using artificial intelligence to make personalized product recommendations. 

Businesses should focus on providing customers with high-quality customer service. This means having a team of knowledgeable and friendly customer service representatives who can help customers solve their problems quickly and easily. Additionally, businesses should be prepared to respond to customer inquiries promptly and take the time to listen to their feedback. By providing customers with a remarkable customer experience, companies can increase customer loyalty, satisfaction, and profits.

2. Ask the right questions and listen without bias.

To ask the right questions and listen without prejudice, you need to be aware of your biases, be a curious listener, be patient, and take the time to understand the user’s context and needs. Then, ask open and thought-provoking questions that allow the user to explain their experiences, frustrations, and goals. 

Listen carefully and take the time to absorb what they are saying. Please don’t jump to conclusions or assumptions based on what they tell you. When they provide answers, ask them to elaborate or give more detail to understand the issue better. Ask questions that will help you get to the root of the problem they are trying to solve. Be willing to challenge your own beliefs and be open to new ideas. This dialogue will help you uncover the real problem and provide the information you need for the right solution.

Being respectful and non-judgmental when asking questions and listening to the user is important. If a user needs help understanding what you are asking, be patient and explain it more straightforwardly. Be mindful of the language you use and how you phrase your questions. If the user feels uncomfortable or overwhelmed, take a break and return to their concerns later. 

Ultimately, creating an environment that allows users to feel safe and respected while sharing their needs and experiences is vital. Ask questions in a way that enables the user to express themselves without feeling judged or misunderstood. This will create a dialogue to help you get the necessary answers to build an effective solution.

3. Create a friction-free experience for customers.

Creating a friction-free experience for customers is paramount to successful flywheel growth. A friction-free experience means customers can quickly and easily get to your product’s value without jumping through too many hoops. To create this experience, businesses should create a customer-centric product strategy. This means understanding the customer’s needs and wants and designing a product to meet those needs. 

Companies should use customer success teams to support and guide customers and ensure they get the most out of the product. 

Also, businesses should focus on reducing the amount of friction in the onboarding process. This means ensuring customers can quickly and easily sign up for the product and start using it without filling out lengthy forms or spending too much time getting oriented with the product. By creating a friction-free experience for customers, businesses can increase customer loyalty, reduce customer churn, and create a better customer experience.

In addition to creating a friction-free customer experience, businesses should also focus on providing an excellent customer service experience. This means having a customer service team available to answer customer queries quickly and efficiently. In addition, customers should be able to get in touch with the customer service team easily and get the help they need with any issues they may have. 

Businesses should also focus on providing a personalized experience for customers. This means understanding the customer’s needs and providing tailored solutions to meet those needs. By providing a customer service experience tailored to the individual customer, businesses can create a more positive customer experience and increase customer loyalty. 

An essential experience businesses should invest in is creating an omnichannel experience for customers. This means providing customers with the same level of service regardless of how they interact with the company. This means having a website, mobile app, and other digital channels that customers can use to interact with the business. 

Additionally, businesses should focus on providing a consistent experience across all channels. By providing a consistent experience across all channels, businesses can ensure that customers have a positive experience regardless of how they interact with the business.

In conclusion, product led growth (PLG) is an effective strategy to increase customer engagement and foster loyalty with B2B customers. It enables companies to create a remarkable customer experience by listening to customers, understanding their needs, and providing them with a friction-free onboarding experience. 

By taking the time to ask the right questions, listen without bias, and recognize the obstacles that people place in front of themselves, businesses can create a remarkable customer experience and foster sustainable growth. You can achieve the same results as Nick Lumsden with dedication and hard work and create remarkable customer experiences that will drive loyalty and delight.

I’d love to hear how you apply the flywheel effect to Product Led Growth (PLG) to achieve customer success. Leave me a comment on how it went for you, or drop me any questions you want me to answer!

Some topics we discussed include:

• How to help business leaders get out of their – “I can solve it myself” mindset
• How can businesses use cloud-based services to optimize their spending
• How can businesses create product-led growth instead of sales-led growth
• What strategies can companies use to build a culture of innovation
• Why should leaders in the tech space embrace a product-led growth strategy
• How to persuade potential customers by creating a powerful experience
• Nick’s insights on building out a product-led growth flywheel
• How culture and narratives impact flywheel growth
• And much, much more …

Listen to the episode

Related links and resources

Connect with Nick

• LinkedIn

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