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Produktbasiertes Wachstum

Was bedeutet produktorientiertes Wachstum?

Product-led growth describes a business strategy that places a company’s software at the center of the buying journey—and often at the center of the broader customer experience. A product-led growth strategy counts on the product itself—its features, performance, and virality—to do much of the “selling.”

What makes product-led growth unique?

The main differentiator of product-led growth is that it puts the product front and center of all go-to-market efforts. In product-led organizations, sales and marketing teams reorient to let the product (and the positive social proof it generates) take the lead.

For example, for companies that have a freemium product, the product itself becomes a sales and marketing tool as it attracts new users without spending money on ad campaigns or additional sales hires. Similarly, product-led growth strategies often allow users to experience a product for free, with the intention of showing enough value to encourage them to upgrade to the paid version.

Wie steigern Self-Service-Testversionen oder Freemium produktorientiertes Wachstum?

Often central to a product-led growth strategy is a self-service trial or freemium option that allows a prospective customer to evaluate the product independently and without charge, bounded by time and/or functionality, and often without engaging a salesperson. This self-service approach aligns to shifting changes in buyer preferences, particularly in the research and evaluation phases of the buying journey. Many buyers want to try before they buy, relying less on a salesperson’s assistance than on their own first-hand experience with the product, in conjunction with customer and social proof that they discover via review sites and social networks.

Many companies use these trial and freemium experiences to measure product usage and engagement, scoring leads and timing and targeting conversion offers and sales outreach accordingly. Citrix, for example, used product analytics to identify a certain trial usage pattern that converted to paying customers at a higher rate than others. The team then created an onboarding flow that steered trial users toward those particular features, and was able to increase their trial conversion rate by 28 percent.

Wie reduziert produktorientiertes Wachstum die Kundenakquisitionskosten?

Eine produktorientierte Wachstumsstrategie kann sich positiv auf die Kundenakquisitionskosten (CAC) auswirken, da die Belastung der Verkaufsteams verringert wird. Vertriebs- und Marketingkosten tragen zu den Kundenakquisitionskosten bei. Je mehr Druck nach unten ein Unternehmen auf diese Kosten ausüben kann, desto besser werden die Effizienzkennzahlen wie die CAC.

Wie binde ich produktorientiertes Wachstum in die produktorientierte Strategie meines Unternehmens ein?

Product-led growth is a subset of a broader product-led strategy, which expands beyond the try/buy phase of a self-service buying journey to include other touchpoints, pre- and post sales, where the product takes center stage. For example, a product-led strategy may also mean bringing aspects of sales, marketing, service, support, and education inside the product for convenience, reduced friction, and greater contextual relevance to end users. Here, business functions and customer interactions that were previously executed through other channels converge inside the product, all toward the goal of making the product more useful, more engaging and, ultimately, more valuable for customers and end users.

Wie kann ich mehr über produktorientiertes Wachstum erfahren?

Pendo hat ein umfassendes E-Book darüber veröffentlicht, wie ein produktorientiertes Unternehmen aufzubauen ist. Es steht hier zum Download zur Verfügung. ProductCraft, OpenView Partners und Product-Led Institute haben ebenfalls großartige Inhalte zu diesem Thema veröffentlicht.

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