Main takeaways: Main Takeaways: - Gain visibility into the product journey - Tie acquisition and retention KPIs with core metrics - Design product experiences with an outcome mindset - Create an iterative process to address usability friction - Leverage user feedback to accelerate learning

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6. TURNING YOUR PRODUCT INTO A
POWERFUL
GROWTH ENGINE

7. © Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
© Copyright 2020, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
About
Gainsight
Product Experience, Customer
Success, and Community

8. © Copyright 2022, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
EFFICIENT GROWTH IS NOW
A MUST-HAVE WITH THE SAAS
MARKET COLLAPSE

9. © Copyright 2022, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
Customer acquisition
cost (CAC) is extremely
high
Two out of every three companies
now compete primarily on
customer experience.4
You need to retain
customers to thrive
(GRR)
Recurring revenue models rely
on strong retention and
engagement to succeed.
The SaaS landscape
is ultra competitive
That means your product
experience needs to constantly
improve and stand out.

10. © Copyright 2022, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
Historical EV / TTM Revenue – PLG Index vs. SaaS Index
Driving efficient growth via the product itself.
The Market Values Efficient Growth

11. GROWTH TACTICS THAT CAN TURN
YOUR PRODUCT INTO A POWERFUL
GROWTH ENGINE

12. © Copyright 2022, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
Product-Led Growth:
Using your product as the
primary vehicle to drive
customer acquisition,
retention and expansion.
Prod●uct●led●growth
/ˈprädəkt/ /lēd/ /ɡrōTH/
DEFINITION

13. © Copyright 2022, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
Acquisition-led
Growth
Allowing users to
experience the product
without being bounded to
high touch sales resources.

14. © Copyright 2022, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
Customer Acquisition Cost:
The amount a company spends to get a
new customer. CAC is calculated by
dividing the costs of converting
prospects to customers by the number
of customers acquired.
Cus●tom●er ac●qui●si●tion cost
/ˈkəstəmər/ /ˌakwəˈziSH(ə)n/ /kôst/
DEFINITION

15. © Copyright 2022, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
Optimizing
The Trial
Experience
65.5% of SAAS
companies offer
free trial or demo
–invesp
Treat the sign-up as
an optimized
landing page

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Focus On
The Persona &
Objectives

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Zero-touch
Discovery Tactic

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Accelerating
Time to Initial
Value Using
Pre-Configured
Templates

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Contextual
messaging
Keep Trial Users Engaged
First Email
Sent
Does customer
click email link?
Email sent: link
clicked
Email sent: no
link clicked
Second email in
sequence
Second email in
sequence
Omnichannel Experience
1 ?
2a
2b
3a
3b
Free Trial Length %age of SaaS companies
7 Days 4%
10 Days 1%
14 Days 18%
30 Days 41%

20. © Copyright 2022, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
Empowering
Users with
Self-serve
Onboarding
Creating onboarding checklist and
on-demand resources helps users learn
what they need to do in order to
experience value with your product

21. © Copyright 2022, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
Trial Core Metrics
SEO/Organic and
inorganic
attribution
Cohort analysis
Trial daily user
retention
Time to value
A-ha moments
during the trial
Product Qualified-Leads
Generating pipeline using PQL

22. © Copyright 2022, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
Retention-led
Growth
Designing product
experiences that lead to
successful outcomes and
increase CLTV

23. © Copyright 2022, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
A 5% increase in customer
retention can lead to an increase in
profits of between 25%-95%
Bain & Company

24. © Copyright 2022, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
In the Subscription
Business, the
Majority of Revenue
comes from
Existing Customers
Existing
Customers
New Business
REVENUE
70%
95%

25. © Copyright 2022, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
Net Dollar Retention:
How much your ARR has grown or
shrunk over time, factoring in
customer expansion as well as
negative churn and downgrades.
Net dol●lar re●ten●tion
/nət/ /ˈdälər/ /rəˈten(t)SH(ə)n/
DEFINITION

26. © Copyright 2022, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
The Value Path
Framework GRR
GRR > 90%
Iterative process of creating
personalized, scalable and
proactive product experiences
that lead to successful
outcomes

27. © Copyright 2022, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
I think it's very important
to have a feedback loop,
where you're constantly
thinking about what
you've done and how you
could be doing it better.
– Elon Musk

28. © Copyright 2022, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
Journey Mapping
Mapping core features (value drivers) towards desired
outcomes
● Setup
completion
● Enable feature
tracking
● Test in-app
editor
Level 1
Onboarding ● Learn about
feature usage
● Building
onboarding
engagement
● Invite
colleagues
Level 2
Initial Value ● Apply adoption
plays
● Create
closed-loop
surveys
● Build growth
dashboard
Level 3
True Value ● Outcome driven
road-mapping
● Expand to new
modules &
products
● Experimentation
Level 4
Expansion
25% 50% 75% 90%

29. © Copyright 2022, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
Influence
In-Product User
Behavior
Experiment outcome:
“In-product contextual guides
produced a 305% overall lift.”
- Adobe experience cloud
Nurturing users with contextual
messaging proved to be very effective to
increase sticky-feature usage
Usage driven segmentation and setting
the right frequency helped maximizing
results

30. © Copyright 2022, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
Quantitative User
Feedback
Scoring the value drivers to augment
usage data and identifying what users
value most

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Communicate Releases and Outcomes

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Product Health Metrics
Iterate and prioritize perfecting your value drivers
Frequency
Habit/
stickiness
Value
drivers
Sentiment

33. TURNING YOUR
PRODUCT INTO A
POWERFUL
GROWTH ENGINE
Tie acquisition & retention
KPIs with core metrics
Prioritize roadmap with
outcome mindset
Create iterative process to
address the value gap
Leverage user feedback to
accelerate learning
Efficient growth is a must
have with the market
downturn

34. © Copyright 2022, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
© Copyright 2022, Gainsight, Inc., All rights reserved. CONFIDENTIAL.
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