Deep Dive, Product-Led-Growth Project
Attention has become a "rare resource". Every business is competing for the customer attention. Product Led Growth (PLG) is a go-to-market strategy that relies on product usage as the primary driver of acquisition, conversion and expansion.
I led the project to implement PLG principles in Stagecast.
Challenge:
Due to limited marketing resources, we had to find smart and simple ways to make our brand visible to a wide audience.
Solution:
We implemented principles of product-led-growth (PLG) to use the potential of word-to-mouth marketing. As Stagecast users typically brought an audience with them (event & meeting attendees), we realised that PLG was an especially fitting go-to-market strategy for Stagecast.
We implemented 5 different PLG features in Stagecast
1. Badge & Footer
2. Referral Program
3. Participant Sign-up E-Mails
4. Event code & Link for participation
5. Templates (SEO)
1. Badge & Footer
We implemented a Stagecast badge and footer (see image below) in the freemium version of Stagecast that advertised the Stagecast product. When a participant clicked on the badge or footer "Made in Stagecast" , he or she was redirected to a landing page that explained the use of Stagecast and converted the user to the sign-up page.
2. Referral Program
The referral program incentivised user to invite other users, friends and colleagues to try Stagecast. If a user invited a friend, both would earn "Stagecast participant credits" for their accounts.
3. Participant Sign-up E-Mails
We introduced a "workspace member" feature so that users could collaborate and invite their colleagues to Stagecast. Invited colleagues would receive an E-Mail to motivate them to create a Stagecast account.
4. Event Code & Link for Participation
We made it easy for event & meeting hosts to invite participants with Stagecast branded channels: Either by going to the Stagecast website or by clicking on a Stagecast branded link.
5. Templates (SEO)
We introduced Stagecast templates and published them on the website. We noticed that users often searched in contextualised ways, such as "Christmas quiz" or "birthday wishes for collage". Templates helped us to be discovered via Google.
In a later stage, we planned to introduce user-generated templates. User generated templates would have atomised the content-creation process and would have simplified to always have the most relevant templates in the Stagecast library.
What was the outcome of the project?
Success! Without increase in marketing-spend we have been able to increase our reach and sign-ups by approximately 11% compared to before implementing any of these PLG features.
Moreover, in an market - research survey, about 50% of users said that they found out about Stagecast by seeing other people using it, suggesting that users who are acquired via the PLG features are more likely to sign up to the system and become more friendly users than users acquired via other means (Social Media Ads, Google ads or other online marketing activities).
Who was involved?
Jonas Hermann (Product Manager), Robin Bugdahn (UI& UX Designer), Filippo Boiani (Lead Frontend Developer), Stefan Hellkvist (Lead Backend Developer), Denis Eriksson (Account Manager, Customer Insights).
When did the project take place?
October 2021 - March 2022
What tools were used?
Figma, GitHub, Notion, Miro, Hotjar, Google Analytics, Google Ads
You can read about the entire Stagecast journey (including all pivots) here.
