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After a decade, it was finally time to make a change to SurveyMonkey’s pricing. In this episode, learn from Pri Carr (SVP, Strategic Development) and Jordan Nolff (Senior Manager, Business Strategy & Monetization) about how they were able to pull off a massive revamp of the pricing and packaging of a beloved PLG brand without seeing a meaningful impact on acquisition or churn.

Mike is currently the Head of Marketing at Reflektive, but was at Lever and Glassdoor during periods of hypergrowth, where the name of the game was to double in size every year. Mike explains why you should lean on your sales reps throughout a pricing change, how to think about pricing as a competitive advantage and how his background in product marketing has benefited his role in pricing projects.

This episode features BUILD superfan, Abde Tambawala, Head of Business Strategy, Operations and Monetization at Atlassian. His team focuses on making better business decisions, faster. He breaks down why even successful companies can benefit from a pricing change, how to create a framework to make data-driven pricing decisions and how their product led growth approach affects their overall strategy. You'll also hear his perspective on when you should embrace change in the pricing landscape (yes, some things are iterative, but others should stay the same).

This episode features two pricing professionals from PLG companies for double the insider secrets! Madeline Stein is the Principal Pricing Manager at SendGrid and Ismail Madni is Director, Product Pricing Strategy at InVision. They discussed the ideal time to build a pricing team, the cross-functionality of their roles and where pricing should sit within the org. You'll also get their takes on which KPIs matter most for determining when it might be time to make a pricing change.

Andy Wilson is the Founder & CEO of Logikcull, a legal tech startup that’s revolutionizing how lawyers handle document discovery. In this episode, Andy explains why they pivoted from an annual subscription model to pay as you go and the implications this had on the business as a whole (spoiler: it changed everything). He also dives into how their mission drives decision-making and what they've done to help their customers have an amazing experience.

Amanda Kleha has been involved with pricing at PLG companies like Zendesk and Figma. On this episode, she explains when freemium makes sense in SaaS, the right time to add sales or customer success to a self-service business and the implications of PLG on culture. You'll also learn why she thinks you should know your leaders, fillers and killers.

Mike Volpe is no stranger to competitive markets. He was part of HubSpot's founding team, then moved into the world of cybersecurity with Cybereason and is now CEO of Lola.com, a travel management tool. In this episode, he explains the relationship between pricing and brand, his perception of freemium and the importance of looking closely at your happiest customers for growth opportunities.

We're kicking off Season 6 by bringing OV Partner, Blake Bartlett, back to discuss the magic of product led growth. Blake breaks down the placement of the paywall, when a freemium model makes sense and the importance of getting specific about your target customer. Find out why PLG means you can have your cake and eat it too.

Hiten Shah is the mastermind behind Crazy Egg, Product Habits & FYI. He and his team pioneered heat maps and the left to right funnel, but what actually got him obsessed with product and product led growth? On this episode, Hiten dives into freemium, his love for solving problems in unique ways and why founders should get involved with sales. He also describes how to get the entire team to think about growth and the role of sales and marketing in PLG businesses. You'll hear how he got to #1 on ProductHunt and his tips for getting there - be sure to check out his collection, 'Free Stuff For Startups.'

Jeff Weiser hasn't exactly followed a traditional path to get to CMO, but his background in strategy and analytics has made him incredibly successful. In this episode, Jeff explains his perspective on the power of analytics (while also laying out the limitations they present). Learn about the role product led growth has played in the evolution of Shopify's target customer, advice about amplifying the power of word-of-mouth and the role of marketing in a product-led world. At the end of the day, marketers have to be willing to embrace the messiness around their craft and the analytics that come with it and know that there will never be a perfectly attributable answer.

Kelly Watkins has consistently been at the heart of marketing within PLG companies - first at GitHub as the Director of Product & Brand Marketing and most recently as the VP of Global Marketing at Slack. She's seen first-hand the role marketing plays in growth and knows the ins and outs of each type of marketing. In this episode, Kelly sheds light how young companies should think about product marketing and when to make their first hire, how impactful brand was for her team and the role content played in Slack's strategy. You'll also find out the two things she cares about as a marketer and what's next for her career.

This may sound strange, but more often than not, Appcues' biggest competition is actually nothing. Most companies don't have an intentional onboarding experience; users are just dropped into a dashboard full of zeros. Their Co-founder & CEO, Jonathan Kim, explains how to master the art of a meaningful onboarding experience through personalization and humanization. Listen to learn about their definition of product led growth, where they've seen sales add the most value and what he sees for the future of UX. You'll also find out how to maximize impact if you're designing onboarding for the first time.

Customer success has come to mean a lot more than just churn prevention. As Head of CS at Dropbox, Lisa Ashcraft is constantly thinking about continuous improvement and what success looks like for her team. Learn about the importance of pattern matching to remove friction, the metric that matters most for her team and some of her proudest moments. At the end of the day, it's all about becoming a trusted advisor to users and educating them on using the product in new ways to get the most out of it.

Expensify kicked off 2019 with a Super Bowl-sized bang, but it's a well-known fact that for most of their history, they haven't engaged in outbound marketing or advertising. Oh yeah, and they don't have a sales team. So what's the secret to their success? PLG. Jason Mills, the Director of Product and Customers, describes how they focus on their customers and the product to have maximum impact. He also describes how they are proactive about virality, their motivation to remove confusion from the product and how automation is augmented with a human. You'll also find out what else to expect from the Expensify team in 2019.

PLG companies don't necessarily rely on a large sales and marketing team to grow. Wistia’s Co-founder & CEO, Chris Savage, explains their decision to create a self-service funnel and when their sales team gets involved in the buying process. Chris also explains how the sales team came to be and how they adopted Wistia’s values during the customer’s buying process. Also make sure you check out their One, Ten, One Hundred video series by going to wi.st/series.

You've seen the growing trend of Growth teams and Growth leaders, but what does that actually mean? Elena Verna, the SVP of Product & Growth at Malwarebytes and formerly the SVP of Growth at SurveyMonkey, wrote the book on growth. This episode is all about the importance of a solid analytics platform, the metrics freemium businesses should focus on, how to make your customers drive acquisition and how the Growth team fits in with the rest of the business. Learn from her biggest wins.

Scott Williamson, VP of Product at SendGrid (recently acquired by Twilio), is no stranger to utilizing a product to drive growth. He explains the nature of product led growth at SendGrid and how it calls for ruthless prioritization in the core product and a focus around making changes that positively impact the most people. He also discusses the importance of listening to your customers, prioritization of your roadmap, launching a new product within an existing company and much more.

Justin Gallagher, Head of Product Management at Trello, is no stranger to building a simple, yet extremely valuable, product for users. On this episode of BUILD, he explains how Trello came to be, the importance of demonstrating value in your product from the very beginning to drive virality, the concepts that are most important to get right in a self-serve model and much more.

Welcome to Season 5 of the BUILD podcast! Today's episode is all about virality. In this episode, we'll hear from Oji Udezue, VP of Product & Design at Calendly. Oji previously worked at Atlassian where he was the product owner for Atlassian's communication products like HipChat. Oji discusses the story behind Calendly and how they built virality, network effects, and viral loops into their product. He also explains how to add virality to a product that isn't inherently viral, how to prioritize building out the core product vs. product enhancements, who should own the growth function in a product led growth business and more.

We're taking a break in between seasons to chat with Lessonly's CEO, Max Yoder. Max discusses the background behind his new book, Do Better Work, and how the principles laid out in the book are integrated throughout the Lessonly organization. Learn more and preorder your copy by going to www.dobetter.work.