In this episode of Learnings at Scale, Max sits down with Matias Ketonen, a seasoned growth marketing leader who’s led growth marketing in the early stages at Typeform and other successful startups. They talk about how to decide which marketing levels to pull on when you’re early stage and delve into the art of scaling product-led growth and building out the ideal team for a PLG motion.
Featured Chapter: How to Create a Lead Magnet
Matias's approach to creating a lead magnet is refreshingly practical and collaborative. He suggests starting with an outline based on your vision for your company and industry, then constructing a simple landing page to make it look real from the get-go. This landing page becomes your tool to attract industry experts who'll help co-create valuable content.
Full Episode
The episode explores a range of topics related to scaling product-led growth, emphasizing the importance of building a team of versatile generalists, focusing on a few key metrics, and building simple, repeatable systems. Matias stresses the importance of data-driven decision-making, but also highlights the value of intuition and customer feedback in navigating the complexities of early-stage growth.
Actionable Lessons:
- Focus on executing the fundamentals well, rather than chasing the latest growth hacks.
- Keep your growth strategies simple by focusing on a few key metrics and building straightforward systems.
- Build a team of versatile generalists who can wear multiple hats and contribute across different functions.
- Create a powerful lead magnet by developing a guide that provides practical solutions and actionable steps for your target audience.
- Don't overcomplicate attribution modeling in the early stages. Simple surveys can provide valuable insights into where customers are coming from.
Episode Chapters:
- 00:00 Introduction
- 01:45 Early Startup Experiences
- 04:04 Marketing and Complexity
- 04:53 Balancing Data and Intuition
- 12:50 Building Great Lead Magnets
- 30:58 First 30 Days in a PLG Company
- 33:52 Challenging Assumptions and Key Metrics
- 37:44 Building Effective Growth Systems
- 39:23 Systems and Experimentation
- 49:38 Channel Selection
- 52:41 Adapting and Evaluating Success
- 57:45 The Value of Generalists in Early-Stage Companies
- 58:09 Learning and Curiosity: Keys to Success
- 01:02:14 Personal Projects and Future Plans