The user journey is a complicated process.
From hearing about a product to signing up, from trying it out to finding value, and from loving it to shouting about it from the rooftops, there are a number of incremental changes in mindset required of every user before becoming a productive advocate.
Each of these changes require a different method of nurture.
And the nurturing of these changes has never been more important, with end-users showing increasing influence into buying decisions as the B2B world continues to learn from B2C.
Our arsenal ⚔️
Choosing tooling is never straightforward, and every stack will suit a different team.
Userflow describes succinctly the different categories of product-led tooling, expanding on the infamous 🏴☠️ AAARR ☠️ framework and targeting each area of nurture.
This provides a clear framework for the types of tools required. Here’s our lineup:
Awareness
This is all about generating traffic. How do we bring Userled into the view of our future buyers?
Similarly to how Userflow suggest, we have found that investing fully in one social media is most effective. Learning to play by a platform’s rules takes time and commitment, and spreading these efforts thinly reduces total reach.
LinkedIn serves a wealth of guides and tips from B2B personalities and growth experts, making it the ideal platform for sharing Userled’s mission.
The product led world loves communities, and rightly so. We foster our own Userled Slack community and try to share ideas with other communities whenever possible, bringing the likeminded together and growing both groups.
For landing page analytics, Google Analytics and ClearBit tell us about how much traffic we’re seeing and from who, while Hotjar provides us with heatmaps and session recordings, allowing us to understand which areas of the site attract the most interest.
Website Engagement
We’ve built our site on Webflow. It allows the whole team, no matter how technical, to contribute to the company image and deliver content on the blog.
We also use Userled! Dogfooding is absolutely essential as a form of testing and product validation, and in this case it also adds an interactive layer to our landing page.
Userled prompts showcase the product on offer and get one step closer to the user, all while allowing visitors to try before they buy 🙌.
Loom is perfect for demo sharing - it’s simple and clean and allows us to provide direct insight into Userled’s user experience.
And finally, content is key. We use Section for a breakdown of landing page engagement, identifying drop-off and helping us to optimise for conversion rate.
Product Engagement
This is all about making the product easy to use, delivering maximum value in minimal time.
We bring users onto the platform quickly using NextAuth and SendGrid - easy peasy.
Then we walk them through an in-app onboarding process, custom built to educate our users with the cleanest possible UX.
Once onboarded, the user is fully empowered. They have full control, however we continue to guide them and provide inspiration through templates and suggestions, encouraging new ways of using the product.
Hiccups are of course inevitable, and we want to be close-by to receive any useful feedback, so we have an in-app support hub providing a direct email contact as well as a link to our Slack community, where help can be found from our team or from other Userled users.
For analytics we use Segment, routing our events to HubSpot and Snowflake to build personas. On top of this we plug in June for out-of-the-box product level metrics.
Sales Assist
We use HubSpot as our CRM, using data from ClearBit to enrich our lead data.
With product-qualified leads identified through Segment and HubSpot, we can and do reach out directly to assist the buying process.
The beauty of Userled however is that we are able to reach them in-app, guiding product qualified leads (PQLs) along the final stages of the buyer journey through subtle and occasional Userled prompts.
Retention / Expansion
Once a user has found value in Userled, we like to let them know.
In-product analytics tell users exactly how much value they are creating through metrics such as prompt views and CTA click rates. Not only do these stats prove the product’s value, but they allow the user to optimise and improve their work, observing all changes in performance in real time.
We also like to stay in touch with our users, through the Slack community but also through in-app messaging: feedback surveys, announcements and change logs can all be delivered through Userled prompts.
Expansion is an exciting one.
Every B2B company uses a wide range of other B2B tools. Take Intercom for example, once you know their product, you see it everywhere, particularly if you’re in the B2B space.
The “Powered by Userled” watermark naturally fuels our product growth loop, with a large segment of B2B customers introducing more B2B leads through their own products.
Closing words
And there we have it! Userled’s product led stack.
How does yours compare? What other tools would you recommend?
Let us know in the Userled Community!
