Hi Oprah,
Oh, wait, Bradley.
Another month in the books here at one of the ~90 Clearbit HQs.
Big news for me is that I've got a new office chair. Even better, it came fully assembled in an enormous box that I covertly recycled after hours at my old apartment complex.
Today's teaser: set up one email and increase demos by up to 40%.
Quick sidebar before the story.
Our growth engineering team created a new tool to help y'all calculate your Total Addressable Market.
It instantly returns the value of your TAM after searching through more than 42 million companies. Then it finds the ones most relevant to you and lists your best matches with 100+ B2B attributes.
It's free, it's quick, I love it. Give it a try!
THE PLG-BREAD CONNECTION
Guillaume "G" Cabane and Martin "Gonto" Gontovnikas joined us recently to talk about what makes product led growth marketing great. I also bought some bread.
I've been thinking about this bread for a long time — probably started from an intrusion in my Instagram scrolling like everything else. The bread comes in the mail, shaped like a cube, made of sacred spring water and a fifth-generation starter psyllium husk and apple cider vinegar.
To be honest, I have a greater understanding of mRNA than how these ingredients somehow coalesce into food. But the more I read, the more I needed to try it.
Another hundred ads and a dozen more taps to their site, I was worn down enough to place the "starter bundle" in my cart so I could try a few outdated coupon codes.
On my own, I'd probably continue to both hem and haw until the next total eclipse, or at least Black Friday.
Then I got this: I clicked the link, thought again about how super this food might really be, and completed my first order.
Okay, I know, what does this have to do with PLG??
During their conversation, G and Gonto offered some quick conversion tactics for product-led growth.
The tip that really stuck out to me: send an abandoned demo request email.
G finds people providing their email but leaving before completing all the steps. With a dropoff rate up to 40%, often it's because of scheduling — maybe Calendly's slots are limited or more suited for another time zone.
While the exact reason for dropping off might not be clear, the original desire was for sure.
You did the hard work already by getting the right leads to your site, capturing their email address, and confirming their intent.
Send a follow-up!
$12 is a lot for a cube of almond flour, but how much did you pay for that lead? And what's the average value of one deal?
You'll find even more PLG conversion tactics from G and Gonto in our blog roundup.
GO BEYOND THE HANDRAISE
🔵 signed up.
But this is everyone in their account: 🔴 🟡 🟣 🟠 🔵 🟢 🤡.
Elena from Reforge and Francis from MadKudu will explain how to scale your product-led growth with an account-centric approach.
BREAD REVIEW
Oh yeah, the bread is actually good! It's not like nibbling a baguette on the banks of the Seine, but I'll buy it again.
Finally, in case you missed it, we've got a new CEO! Ross Moser comes to us from SurveyMonkey with a relentless customer focus and a truly enviable Sonos setup.
Welcome, Ross!
–Brad and the Clearbit team
Clearbit. 346 9th St, San Francisco, CA 94103 Super P.S. Join Clearbit's own analytics influencer Julie Beynon (she's the best!) at the first-ever data conference on Meerkat Clubhouse. 🦖
|