Let’s consider this for a minute …
There are infinite products in the world for people to consume. You can find several different versions of just about every product that exists today. Which means you have a choice in everything purchase you make. This is why product led growth makes so much sense.
- When you have a poor experience at a restaurant you’re less likely to return for another meal; and more likely to tell a friend not to go there
- When you buy headphones that break in a week you return them and buy a different brand, and likely tell someone not to buy that brand
- When you run out quickly to grab lunch between calls and end up waiting in line for 30 minutes you go someplace next time; and tell a colleague (or worst, post a photo of the line on social)
Yes, these are all consumer experiences, but the same is true for B2B, it has been for some time now. The rise of SaaS has made it incredibly easy to try before you buy and has significantly reduced the impact of changing services.
Translating the above to B2B …
- If you start a free trial and can’t figure out how to get started, you go back to Google and search for a similar product to try
- If you’ve been using Intercom for a couple of years and out of nowhere comes Drift with exciting new features and capabilities, it’s easy for you to try it out and make the switch
- If the service you’ve been using for email fails to innovate, is unreliable, or does not integrate well with your other tools, you go find a better one and switch
There is no such thing as brand loyalty anymore. People are loyal to products and services that meet their needs, make their lives (or jobs) easier, and consistently satisfy their expectations.
The best products have always believed in product led growth, and the most successful businesses understand their customers deeply and build a product strategy around them.