Product-Led Growth & New Buyer Expectations

As Bob would say, "the times are a changin"

B2B buyers behaviors are fast catching up to B2C / consumer behaviors.

Buyers don't want friction. They just want it now.

​McKinsey recently came out of report​ that stating about 70 percent of decision makers are prepared to spend up to $500,000 on a single e-commerce transaction. Higher than the report I read last year from them.

Also B2B organizations reported their best sales channel was self-service e-commerce vs. in-person, video, phone, etc.

This "e-commerce" buying experience is also product-led growth in the B2B world.

Could be a self-service freemium, free trial, etc.

There is also ways a traditional sales-led (i.e. you have a sales person close the deal) organization can adapt these concepts to improve pipeline & sales velocity

Julia Gilinets & I unpacked product-led growth and more in our recent conversation.

Here are some additional top picks & posts I found recently:

• Interesting post from Tyler Pleiss on a lunch 'n learn ABM 1:1 strategy that I'm going to try soon

• Comprehensive post from Justin Rowe on how to do Linkedin ads right (and really any content distribution + advertising)

• Important conversation around owned media I did with Anthony Kennada a few months ago. Still VERY relative. Check it out here