Hila Qu is an Executive in Residence at Reforge as well as a renowned growth advisor, angel investor, and published author (her book about growth was named one of the top 10 business books of 2018 in China). Previously, she served as the Director of Growth at GitLab, where she implemented and scaled their PLG motion, and VP of Growth at Acorns, scaling them from 1 million to 5 million users. In today’s episode, we discuss:
• The importance of having both a product-led and a sales-led motion for companies of all sizes
• A step-by-step process for implementing PLG
• Common pitfalls of layering on PLG
• How to audit your existing funnel
• Conversion, activation, and retention tactics
• Structuring your growth organization from day one, and as it scales
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Find the full transcript at: [ Ссылка ]
Where to find Hila Qu:
• Twitter: [ Ссылка ]
• LinkedIn: [ Ссылка ]
Where to find Lenny:
• Newsletter: [ Ссылка ]
• Twitter: [ Ссылка ]
• LinkedIn: [ Ссылка ]
In this episode, we cover:
(00:00) Hila’s background
(03:26) The outcome of writing guest posts for Lenny’s Newsletter
(05:12) Why companies should have PLG and sales
(07:58) What PLG is and why it’s so popular
(09:41) Zoom, an example of a PLG company
(11:24) Common pitfalls in adding a PLG motion
(16:06) The spectrum of when PLG makes sense
(20:04) What you need to be successful in a product-led growth strategy
(24:52) The first step to adding a PLG motion
(30:11) What GitLab does and how the sales funnel and PLG funnel work there
(34:07) Mapping out the funnel
(35:29) Finding leverage and other next steps
(38:24) What an aha moment is and conducting an audit
(47:30) Activation and conversion
(52:17) Why you should start with activation, and who is doing it well
(55:24) Retention, the messy part of the funnel
(1:00:34) How Hila made an impact on retention at Acorns
(1:03:03) The two buckets of data
(1:04:56) Tools for implementing a PLG motion
(1:08:47) The importance of data
(1:10:20) Tips to get started, and why you need to have good data first
(1:12:10) How to do a data audit
(1:15:04) Building a PLG team
(1:22:40) The core growth squad
(1:27:51) Lightning round
Referenced:
• Hila’s guest post on Lenny’s Newsletter: [ Ссылка ]
• Ravi Mehta on Lenny’s Podcast: [ Ссылка ]
• Amplitude: [ Ссылка ]
• GitLab: [ Ссылка ]
• Lauryn Isford on Lenny’s Podcast: [ Ссылка ]
• Acorns: [ Ссылка ]
• PostHog: [ Ссылка ]
• Mixpanel: [ Ссылка ]
• Pendo: [ Ссылка ]
• Optimizely: [ Ссылка ]
• Eppo: [ Ссылка ]
• HubSpot: [ Ссылка ]
• Clearbit: [ Ссылка ]
• ZoomInfo: [ Ссылка ]
• Endgame: [ Ссылка ]
• Pocus: [ Ссылка ]
• Pace: [ Ссылка ]
• Toplyne: [ Ссылка ]
• Crystal Widjaja on Lenny’s Podcast: [ Ссылка ]
• Redshift: [ Ссылка ]
• The Almanack of Naval Ravikant: A Guide to Wealth and Happiness: [ Ссылка ]
• How Women Rise: [ Ссылка ]
• 硅谷增长黑客实战笔记 (Hila’s best-selling book on growth): [ Ссылка ]
• The Wandering Earth II: [ Ссылка ]
• The Three-Body Problem: [ Ссылка ]
• Lululemon yoga pants: [ Ссылка ]
• ChatGPT: [ Ссылка ]
• Someday: [ Ссылка ]
Production and marketing by [ Ссылка ]. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.
