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Glossaire / C / Croissance axée sur le produit

Croissance axée sur le produit

Que désigne la croissance axée sur le produit » ?

Product-led growth describes a business strategy that places a company’s software at the center of the buying journey—and often at the center of the broader customer experience. A product-led growth strategy counts on the product itself—its features, performance, and virality—to do much of the “selling.”

What makes product-led growth unique?

The main differentiator of product-led growth is that it puts the product front and center of all go-to-market efforts. In product-led organizations, sales and marketing teams reorient to let the product (and the positive social proof it generates) take the lead.

For example, for companies that have a freemium product, the product itself becomes a sales and marketing tool as it attracts new users without spending money on ad campaigns or additional sales hires. Similarly, product-led growth strategies often allow users to experience a product for free, with the intention of showing enough value to encourage them to upgrade to the paid version.

Comment les périodes d'essai en libre accès et le freemium stimulent-ils la croissance axée sur le produit ?

Often central to a product-led growth strategy is a self-service trial or freemium option that allows a prospective customer to evaluate the product independently and without charge, bounded by time and/or functionality, and often without engaging a salesperson. This self-service approach aligns to shifting changes in buyer preferences, particularly in the research and evaluation phases of the buying journey. Many buyers want to try before they buy, relying less on a salesperson’s assistance than on their own first-hand experience with the product, in conjunction with customer and social proof that they discover via review sites and social networks.

Many companies use these trial and freemium experiences to measure product usage and engagement, scoring leads and timing and targeting conversion offers and sales outreach accordingly. Citrix, for example, used product analytics to identify a certain trial usage pattern that converted to paying customers at a higher rate than others. The team then created an onboarding flow that steered trial users toward those particular features, and was able to increase their trial conversion rate by 28 percent.

Comment la croissance axée sur le produit permet-elle de réduire les coûts d'acquisition des clients ?

Une stratégie de croissance axée sur les produits peut avoir un impact positif sur le coût d'acquisition des clients (CAC) en réduisant la charge de travail des équipes de vente. Les dépenses de vente et de marketing contribuent aux coûts d'acquisition des clients, donc plus une entreprise peut réduire lesdites dépenses, plus ses indicateurs d'efficacité tels que le CAC se porteront bien.

Comment appliquer la croissance axée sur le produit à la stratégie de mon entreprise ?

Product-led growth is a subset of a broader product-led strategy, which expands beyond the try/buy phase of a self-service buying journey to include other touchpoints, pre- and post sales, where the product takes center stage. For example, a product-led strategy may also mean bringing aspects of sales, marketing, service, support, and education inside the product for convenience, reduced friction, and greater contextual relevance to end users. Here, business functions and customer interactions that were previously executed through other channels converge inside the product, all toward the goal of making the product more useful, more engaging and, ultimately, more valuable for customers and end users.

Où peut-on en apprendre plus sur la croissance axée sur le produit ?

Pendo a publié un e-book très complet sur la création d'une organisation axée sur le produit, que vous pouvez télécharger ici . ProductCraft, OpenView Partners et Product-Led Institute ont également publié d'excellents articles sur le sujet.

Le produit comme moteur de croissance

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