More AI, more Product-led Growth!
episode
Series A Blueprint – The playbook for founders scaling to Series A
51 min
1 speaker
6 chapters
transcribed 10 days ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the current shift in go‑to‑market strategy for B2B software?
Hi everyone and welcome to the Responsible AI podcast. In this episode, I speak to Leah Tarran in what I find to be a really fascinating conversation for multiple reasons. One is that Leah really knows her stuff. She's been in the business for a while and has advised and written playbooks in product and product-led growth in the B2B space. But also she's a systems thinker, and that's really amazing because she really thinks of Of industry like a system that is shifting and tipping. And that is the mission of this podcast is to understand the changes and the levers in society that AI is actually tapping on and is moving, and essentially where things are going, how practice is changing, how to train your teams, how to run your orgs.
And we touch on a lot of these points in this episode. Specifically, her thesis around product-led growth becoming an increasingly large part of the pie. for acquisitions and lead generation and general sales playbook. So I highly recommend that you listen on if you want to brush up on your go-to-market strategy and you want to know how AI is making product lip growth even more relevant. Sit back, relax, and enjoy.
So Leo, you've been talking about a shift in the approach to go to market. Can you talk a little bit about what's currently happening?
Um, so th the year where we're recording this is twenty twenty five, just in case someone is gonna listen to this ten years uh in the future. But um I think the specific changes that we are dealing with when it comes to AI are two levels. Um it's how we're selling and also how our advertising products is going to change specific. So how am I looking for a new solution, for instance, for my accounting system, is still by and large driven by search engines in some way. But it is not anymore like just a standard way. Like you're not going on Google just anymore and and you're just like looking for stuff. What we used to do already in the past and what we're still doing right now is going with word of mouth.
Now word of mouth is an interesting concept. Like you giving me a recommendation in what I should do for my problem. Why is this even a thing? The problem is that we cannot trust companies with what they claim about themselves. That's that's always been the case, right? And The more interesting bit around this with AI is that AI is extremely good in making this even worse. So
Can you explain that?
In ten years, we will have podcasts where you don't even know whether I'm whether I've been sitting down with you, right? Like maybe I just like signed the release form of like, yeah, this is what I would say, and that's totally fine. So it becomes harder to kind of distinguish reality from truth. And and I'm not talking about scamming people. It's just about when we think about marketing, what we do is we make promises. So we're promising customers a solution for a specific problem. And marketing's job in that sense is to make a promise as good as possible. So many people are coming. Now the interesting thing is is that in the past you were running into the danger of spending money on something that does not solve your problem.
So you're getting burnt, right? Like I'm buying a product that is not supposed like that is not what what was promised to me and so forth. The thing how the market reacted to kind of combat this is that you started to have companies that said that, hey, you can have a trial first. Or you can have your money back or you're not investing this much beforehand. So product like growth came into the came onto the field. Where you're like, Hey, the difference between me and this old company is is that you're not risking too much, right? Like you're not gonna become earned. And that was a very good concept and it worked, right? So kind of to to get market shares and and a lot of a lot of companies have been built on this and the on premise software and all these kind of things they kinda like died out.
The problem today is is that you're not getting burnt on your money anymore. You're just getting burned on your time.
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Chapters
6 chapters
1
What is the current shift in go‑to‑market strategy for B2B software?
0:06–8:15
2
How does AI change the way buyers discover and evaluate products?
8:15–17:09
3
What exactly is product‑led growth and how does it differ from traditional sales?
17:09–25:47
4
Why is time becoming the primary cost for customers instead of money?
25:47–34:47
5
How can companies identify and prioritize their Ideal Customer Profile (ICP) in a noisy market?
34:47–43:26
6
What role do growth teams play in moving users through the funnel in a PLG model?
43:26–51:49