160 – How to Create a Winning B2B Product Strategy | Wes Bush

How to Create a Winning B2B Product Strategy

The B2B SaaS landscape continues to become more competitive, and many buyers prefer to try a product before buying. B2B product marketers not only need to embrace this reality but must continuously ensure that they strive to provide a seamless experience that influences ideal customers to make informed decisions.

That’s why we’re talking to B2B SaaS marketing expert and bestselling author Wes Bush (FounderProductLed)about how to create a winning B2B product strategy. During our conversation, Wes explained why he believes product-led growth (PLG) is only half the story, and what pitfalls product marketers should avoid. He also elaborated on the need for a solid system, growth process, and lean team. Wes highlighted why clear messaging, positioning, and the potential for a software product to streamline product marketing strategies are paramount. Tune in to find out about Wes’s nine-step framework to help scale product-led businesses.

Topics discussed in episode

[2:00] Why product-led growth is only half the story

[4:23] The psychology behind product-led growth

[8:03] Some key pitfalls that product marketers need to avoid

[11:47] How to identify the market where you can become the obvious choice

[15:36] The 9 core components of the Product-Led System:

  • Build an unshakable foundation
  • Have a deep understanding of your ideal user
  • Create a compelling free model
  • Have an irresistible offer
  • Provide a good onboarding experience
  • Develop the right pricing structure
  • Unlock exponential scale by identifying the biggest bottlenecks and solving them
  • Have a growth process with an experimentation framework
  • Find and build a team
[38:14] Wes’s actionable tips:

  • Use a Product-Led Assessment tool to identify specific areas for improvement
  • Focus on higher leverage levers
  • Hold regular meetings with clear agendas to ensure accountability and growth

Companies and links mentioned


 

Transcript