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This one experience reinforced something I have long believed: Truly great software companies are built to be product-led. By making it easy for people to experience the value of our product, we transformed it into a powerful customer acquisition model. It wasn’t until I helped launch a freemium product that soared to over 100,000 users in less than a year that I realized something was wrong with the old marketing playbook. But why a whitepaper in the first place? We were using the same-old marketing playbook that everyone else did: Create content use landing pages to capture leads and nurture those leads with automated emails until, one day, they converted into paying customers (or unsubscribed). Obviously, the outcome was to generate leads for a hungry sales team. But after spending a stupid amount of cash, I began asking some hard “Whys” about customer acquisition-like why did I invest $300,000 promoting a whitepaper? I spent a small fortune on countless acquisition channels. Since gaining access to capital wasn’t an issue for this software company, the team was “blessed” with the opportunity to put some serious marketing firepower into promoting its new video hosting technology to the masses. As a result, smart investors wanted to pour money into video companies to accelerate their growth and ride the wave of demand. At the time, this behavior was considered a bit weird, but video was quickly becoming a thing for businesses around the world-it was an exciting time. Inside this startup, it was common for everyone to use video to communicate with their family, friends, co-workers, customers, and even prospects. In one cozy loft, over 50 hard workers plugged away on their laptops side-by-side on long plywood tables. It all started in a cold, gusty winter in Waterloo, Ontario (a.k.a.

One of the main reasons I decided to write this book was because I witnessed first-hand the power of Product-Led Growth. Just like Blockbuster couldn’t compete with Netflix by selling the same digital content, you need to decide “when” not “if” you’ll need to innovate on the way you sell. History tells us that “how” you sell is just as important as “what” you sell.

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Product-Led Growth: How to Build a Product That Sells Itself By: Wes Bush