On today’s episode, we have Emilia Kortrynska, Head of Marketing at UserPilot. In the discussion with Emilia, we talk about some incredibly interesting research that came out of UserPilot recently about how Sales Led Growth appears to beat Product Led Growth in many categories. Which to PLG evangelists like myself, really caught me off guard. But we discuss why quant data is only one piece of the story and why you need to balance quant with qual research and the benefits of research in general.
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Outline:
0:00-0:53 - Episode Introduction
0:53-2:35 - Emilia’s Background and Intro
2:35-7:48 Emilia’s Role In Research for Userpilot
7:48-10:59 Marketing’s Role in User Research and PM Collaboration
10:59-13:00 Product-Led SEO
13:00-15:25 Research Feedback loop on usage and user segmentation
15:25-16:10 The fallacy of category creation in positioning
16:10-26:54 Sales Led vs Product Led Success Rates
26:54-30:07 How can we make research matter more at our company