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Strategic Communications Advisory For Visionary Founders
Actionable
Takeaways
Iterate on Product-Led Growth (PLG) in Small Steps
Don’t treat PLG as an all-or-nothing strategy. Instead, chip away at repeatable processes that can be automated or integrated into the product. For instance, replace one-on-one demos with in-app notifications or group demos to scale user engagement while maintaining a human touch.
Align Your Positioning with the Market
Even if your product feels unique, positioning within an established category can provide an easier path to market. Rather than resisting category labels, find a way to differentiate within it, adding your own unique spin to an accepted category like Chameleon did with “Digital Adoption Platforms.”
Use In-Product Prompts for Upsell Opportunities
Leverage in-product data to drive timely upsell opportunities for existing customers. For example, by triggering an in-app prompt to schedule a call with sales at the moment a user is hitting feature limits, you can increase conversion rates and grow revenue without a hard sell.
Founders Should Create and Oversee Key Content
Content is a major driver of inbound growth, and founders should be hands-on in producing expert-level material. Pulkit emphasized that founder-driven content, such as detailed guides or thought leadership pieces, builds trust and positions the company as an authority in the space, which is difficult to replicate by marketing teams alone.
Focus on User Experience at Every Touchpoint
Whether in sales, marketing, or customer success, user experience should be a consistent focus. If you prioritize delivering a seamless, high-quality user experience in every interaction with your product or brand, it builds trust and enhances long-term customer relationships.
Conversation
Highlights
Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech’s most innovative B2B founders. In today’s episode, we’re speaking with Pulkit Agrawal, CEO & Co-Founder of Chameleon, a product adoption platform that has raised $15 Million in funding.
Here are the most interesting points from our conversation:
- The Power of Onboarding: Pulkit shared how Chameleon was born from a personal experience with user onboarding, and how a simple project to revamp onboarding boosted user retention significantly.
- Evolution of Positioning: Initially focused on user onboarding, Chameleon later embraced the broader category of product adoption platforms, inspired in part by market trends and competitive positioning.
- Category Challenges: Pulkit discussed the struggle of accepting and operating within an existing category, like “Digital Adoption Platforms,” and how Chameleon aims to differentiate itself while playing in that space.
- PLG Misconceptions: Many companies fail with product-led growth (PLG) because they think of it as an all-or-nothing shift. Pulkit emphasizes the importance of small, iterative changes and learning from current users for PLG success.
- Sophisticated Sales Process: Pulkit highlighted the shift from convincing companies to adopt new tools to winning customers over from competitors, which requires a more sophisticated sales process and depth of product knowledge.
- Content-Led Growth: Pulkit underscored the value of high-quality content in driving inbound growth and how he has taken a hands-on approach to produce valuable, expert-level material, like a comprehensive guide on Digital Adoption Platforms.
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