Product-led SaaS growth [Online course]

Turn your SaaS product into a growth engine

…and convert more free trial users into paid customers.

Online course:
Product-Led SaaS Growth Course

By Wesley Bush, marketing scientist @ Traffic Is Currency

Course length: 8h 30m

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Ever wondered how Slack, Dropbox, or Trello grew to be such unbeatable juggernauts in their industry?

It’s because they executed on a product-led growth strategy.

When it comes to growing SaaS companies, most people are following a traditional, top-down approach and using demo requests as the main way of qualifying new business.

This course will show you how you can adopt a bottom-up marketing approach and build a sustainable, product-led growth engine.

Introduction video (2 min)

02:16

Wes is a talented, passionate B2B marketer who goes far and beyond with everything he does. With his hands-on approach to B2B marketing, Wes is focused and dedicated to surpassing the goals he sets.One thing is for sure, if anyone asks me for a full-stack growth solution for their B2B business, I’m pointing at Wes.

Talia Wolf, Founder of GetUplift

In 8 sessions you’ll learn how to…

  • Put together a successful product-led growth strategy that will help you get some quick wins under your belt before the course is even finished
  • Avoid some of the most painful bottlenecks when it comes to acquiring and activating free trial and freemium users
  • Help more people experience the core value of your product and (actually) want to upgrade

This course will show you how you can adopt a bottom-up marketing approach and build a sustainable, product-led growth engine.

Wes always has a smile on his face and curiosity for life that is contagious to everyone around him. The thing I admire most about Wes is that he is never satisfied with the status quo, he is always searching for ways to better optimize our programs and elevate the business.

Kim Koserski, Demand Generation Manager at Vidyard

This course is right for you if…

  • You have a free trial or freemium offer and want more users to convert to paid customers
  • You are interested in implementing a free trial or freemium offer in your business and want to fast-track the time it takes to put together a successful strategy
  • You have tried to implement a free trial or freemium offer, but maybe it didn’t work out for you.

This course is probably not for you if…

  • You believe a free trial user should be treated the same way as a demo request
  • You think you can get free trial users to upgrade simply by bombarding them with hundreds of automated messages
  • You aren’t curious about how to make a new user of your product successful.

Skills you should have before taking this course…

The course is suitable for everyone, but it helps if you have:

  • Worked in a software-as-a-service (SaaS) business in the past
  • Experience in optimization
  • A base-level understanding of digital marketing

About your instructor, Wes Bush

Wes Bush

Wes would rather jump out of a plane than read about what skydiving feels like. Similarly, he rather test out a promising software product than read a whitepaper about how “life-changing” the product is going to be.

Dom has also coached hundreds of startups during his time as a Partner on the 500 Startups Distro Team and educating founders on how to grow faster and secure funding with his online traction program GIMME GROWTH.

Last time Wes checked, he has generated well over 130,000 free trial users since founding Traffic Is Currency, an agency that specializes in this kind of thing.

You’ll walk away with

  • A complete five-step formula squeeze every possible referral out of your existing CRM by optimizing each of the 4 referral levers:
  • Formula to find the right incentive to get users to share
  • Formula to find the most valuable sharing channel
  • Formula to help advocates pick the right people to share with
  • Formula to get referred users to convert
  • Formula to help nurture referrals
  • A model to map out the referral channel and make predictions like other channels
  • A referral roadmap integrated into existing marketing campaigns to maximize touch points and keep your program top of mind
  • A model to measure normally intangible brand mentions

This results in an evergreen channel to reduce CPA and increase CLTV of all your other channels.

Wes is a highly energetic, well-versed growth marketer with excellent instincts about what triggers the right responses from B2B SaaS audiences. He has a particular eye for finding opportunities for conversion optimization and crafting language that is both on-brand and gets conversions.

Matthew Levin, VP Marketing at Simplereach

Your full course curriculum

Product-led SaaS growth

Lesson 1

Show, don’t tell

Learn the key elements that go into creating a product-led growth engine.

Topics covered:

  • Considerations when deciding between a free trial or freemium offer
  • Core differences  between a traditional and product-led growth model
  • Master three core fundamentals to see new users convert to paid

Lesson 2

Say goodbye to MQLs

If you’ve used Marketing Qualified Leads (MQLs) in the past, you need to dramatically change the way you approach lead qualification when building a product-led growth strategy. For this to work, you need to use Product Qualified Leads (aka PQLs) as your lead scoring needs to be based on user behavior that is tied to value.

Topics Covered

  • Why MQLs are worthless for a product-led growth strategy
  • Why you shouldn’t track everything in your product
  • What metrics you need to watch and how to create a proactive metrics dashboard

Lesson 3

Segment & conquer

Dive into two frameworks that you can use to find your best customers and multiply them.

Topics Covered

  • How to find your best customers in a sea of data
  • What you need to ask your favorite customers. Yes, this means actually talking to them (spoiler alert)
  • A different way to create personas for your product

Lesson 4

Identify your product’s aha moment

Learn what to look for when going through the user journeys of your favorite customers.

Topics Covered

  • Identify your product’s aha moment without pulling your hair out
  • Why you need to know your product’s “job-to-be-done” and how to define it for your business
  • Understand the fundamental elements that go into your customer’s upgrading

Lesson 5

Optimize for value

See how you can eliminate “busy work” in your current onboarding process (if you have one) and help more people experience the value of your product.

Topics Covered

  • What to look for when trying to find your product’s aha moment
  • How you can create an onboarding sequence that will help more users experience an aha moment in your product
  • When you should & shouldn’t add friction in your onboarding

Lesson 6

Create an onboarding track

Learn how to build several onboarding tracks that will help you get new users experiencing your product’s core value.

Topics Covered

  • What the top 1% of SaaS companies do differently when onboarding
  • The most painful mistakes to avoid when building an onboarding track
  • How you can create an onboarding sequence that will help more users experience your product’s core value

Lesson 7

Customer success

Software is quickly becoming a commodity and as a result, it’s more important than ever before to help your users become successful or you risk a competitor stealing your hard-won customers.

Topics Covered

  • Why your free trial & freemium content engagement strategy shouldn’t be too different than inviting people to dinner
  • Why you need a behaviour based content engagement campaign
  • Why everything you send your users should be benefit-driven

Lesson 8

Converting more free trial users to paid customers

In this final class, we’ll cover a battle-tested checklist that you can use to constantly fine-tune your onboarding experience. This is a timeless process you can use to find bottlenecks in your onboarding experience.

Topics Covered

  • How to dissect onboarding experiences to look for conversion opportunities
  • Why you need to convince your team to onboard with product-led growth
  • Implementing core principles to accelerate your growth

Show off your new skills: Get a certificate of completion

Once the course is over, pass a test to earn a CXL certification.

Add it to your resume, your LinkedIn profile, or just get that well-earned raise.

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You can add your education, certificates, badges – everything you learned and earned at CXL Institute into the Education section of your profile.

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