Unkover your competitors’ Marketing Secrets
Say goodbye to wasting hours on competitor analysis by equipping your team with an AI-driven, always-on competitive intelligence platform.
Say goodbye to wasting hours on competitor analysis by equipping your team with an AI-driven, always-on competitive intelligence platform.
Stay Ahead with AI-DRIVEN Competitive Intelligence
Unkover is your AI-driven Competitive Intelligence team delivering critical updates about your competitors the moment they happen:
Track your competitors website changes
Why spend all day stalking the competition when you don’t have to?
With Unkover, you’ll know instantly when your competitors tweak their messaging or shake up their pricing. No more endless scrolling through their sites or second-guessing your strategies.
Let us do the heavy lifting for you, ensuring you’re always in the loop by notifying you the moment a critical change happens on your competitor’s pages.
Sit back, relax, and keep winning—Unkover makes sure you’re not just in the game, you’re always a step ahead.
Read your competitors emails
Companies love updating their customers and prospects about relevant news, product updates, and special offers.
That juicy info from your competitors? It’s yours too. Unkover will automatically capture all their emails and bring them right to your doorstep—accessible to your entire team, anytime.
[COMING SOON: Our fine-tuned AI will sift through these emails, extract key information and send them over to the best team within your org. Less noise, more signal!]
We hear you! Unkover’s goal is not to flood you with tons of data points that no one in your team will ever read. We gather competitive intelligence from thousands of data sources and use AI to highlight actionable information to the right team in your company.
Say goodbye to noise. We’re 100% signal.
ROADMAP
We’re excited to get Unkover in your hands as soon as possible and keep building the best competitive intelligence tool with your precious feedback. The roadmap for the next few months is already exciting, so take a look!
While we build and deliver, here’s our promise to you: as an early tester and customer, you’ll lock in an exclusive bargain price we’ll never offer again in the future.
Spy on your competitors’ full marketing strategy: social, ads, content marketing, email flows, and more.
Track competitive Win/Loss analysis and build battle cards. Get alerted at every pricing change.
Get immediate alerts when competitors announce new features or major releases. Identify strengths and weaknesses from online reviews.
Get the competitive intelligence you need where you need it: Slack, eMail, MS Teams, Salesforce, Hubspot, Pipedrive and more.
slack integration
Unkover’s Slack integration lets you keep your whole team up to speed with your competitors’ updates.
Join now to lock in an exclusive 50% lifetime discount
For startups and small teams, it’s the essential toolkit you need to keep an eye on a select few competitors.
Up to 5 competitors
50 pages monitored
10 email workflows
3-day data refresh
$39
/per month
$ 79
50% discount
Billed annually
For growing businesses, it allows you to monitor more competitors, pages, and email workflows.
Up to 10 competitors
100 pages monitored
20 email workflows
1-day data refresh
$79
/per month
$ 159
50% discount
Billed annually
For large companies, it is tailored to meet the needs of multiple teams needing granular insights.
Custom number of competitors
Custom number of pages monitored
Custom number of email workflows
Hourly data refresh
Custom price
Billed annually
DEFINITION
Product-led growth (PLG) is a popular SaaS business methodology where the product primarily drives a business’s success and growth. Delightful product experiences mainly lead to revenue acquisition, expansion, and retention.
Product-led growth (PLG) is a go-to-market strategy that focuses on your product as the primary channel of customer acquisition, conversion, retention, and expansion. It’s a show-don’t-tell strategy where users sign up for a free trial or freemium, experience the aha! moment after using the product and upgrade to paid customers without interacting with the sales team.
Benefits of product-led growth include lower cost per acquisition, better customer retention, in-depth feedback on your product that informs future development, and access to first-party data.
The challenge with an entirely product-led strategy is that it simplifies the complexity of businesses as they scale. Before going fully product-led, consider:
Even if your company is not ready to go fully product-led, you should consider adding PLG as part of your strategy.
This means using your product as one of your channels to increase adoption and conversions (i.e., having messages that guide the user in-product) and reinforcing its perceived value (i.e., clearly indicating the value of additional features when introducing paywalls).
Product-led growth is a go-to-market strategy that turns your product into a large sales force.
Product-led growth has several benefits, including lower cost of acquisition, higher customer retention, and access to first-party user data. Before going fully product-led, you should consider your product maturity and ICP to decide whether product-led growth should be your primary (or only) strategy or part of your go-to-market motion.
Regardless of your primary GTM approach, you should consider using your product as part of your strategy to increase adoption and retention and reduce customer churn.
Start closing better deals faster, expanding into your customer base and holding on to customers longer (we do retention too)!
Product-led growth (PLG) is a “freemium or free trial done right” strategy that turns your product into a highly effective sales force.
To start with PLG, you need a solid product. You also need to build in opportunities to monetize features or behaviors natively in the product and find ways to make the product sticky through the experience or interject when it seems like a user is on a path to churn.
As you scale, however, you have to consider different factors. A fully product-led strategy may work if you are a company that will serve consumers or the SMB space indefinitely. Still, as you shift into mid-market and enterprise potential customers, product-led becomes a part of your strategy, not your only strategy.
In reality, for most businesses, thinking about product-led approaches or strategies is part and parcel of everything. Ultimately, you’re looking to do what you have always done through other channels, just with the product as your most important conversion channel.
Whichever your GTM approach, you need tools to tell you what users are doing to have a holistic view of what activities and actions drive specific behaviors. Those tools would also need to allow you to communicate with that audience. You can then quickly trigger actions like help tips or upgrade prompts from those insights.
There are many benefits when implementing a product-led strategy:
A product-led model emphasizes the importance of the product and places it at the heart of your company, which is why acquisition, retention, and expansion are considered its most essential pillars of growth.
Under a product-led model, you may need to reorient many core and secondary company activities, including sales strategies, marketing channels, and customer support.
However, if your goal is long-term success, there are a few non-negotiable components that every product-led model needs:
Each department aligning to offer the best product and optimize the user experience is crucial for product-led growth. Adequate data monitoring of PLG metrics is essential to achieve this objective. These metrics help understand the customer journey, track client actions, and product revenue.
The following are the top six PLG metrics you should be monitoring:
While product-led growth leverages your product to acquire and retain your customers, sales-led growth is an approach where your sales team takes on the responsibility for your business growth.
Product-led growth vs. Sales-led growth main differences:
There is no right or wrong when choosing whether to be product- or sales-led. It depends on your product’s maturity and the market segment you are targeting (and it changes over time, too!) Even product-led growth companies employ a sales team when growing rapidly.
What’s important is creating a fine balance between the two and choosing a tech stack that will allow you to use both based on the business opportunity. Integrating all the collected data will help you scale quickly and accelerate your revenue.
The objective of PLG in sales is to apply product-led growth principles to a company’s sales department to accelerate sales. It distributes product-qualified leads (PQLs) to the sales reps, increasing conversion and retention rates.
Your sales team will work more effectively and efficiently if you incorporate product-led growth into your sales process and work with the most promising leads. These are the PQLs that have used your product and recognized its value. With data-driven and context-rich selling tactics, they’re ready to convert.
Here’s a quick primer on the specific steps you need to follow to do this:
This 5-step overview may assist you in aligning your sales team and your other revenue-generating departments toward a shared objective of using your product to improve sales and gain better acquisition, retention, and expansion.
A product-qualified lead (PQL) is a user who has experienced the value of your product through a free trial or freemium account. Since they’ve already experienced its value, there’s a higher chance of conversion.
Before beginning lead generation, you must establish specific criteria for your PQLs. A PQL isn’t simply someone who has joined up for the free trial; they must engage with your product in a certain way to qualify as the PQL.
Here are some indicators to look for when identifying your PQL:
Product-led onboarding introduces users to features according to their needs and position in the customer journey. This means users are shown features best suited for them rather than trying to familiarize them with everything at once.
While PLG businesses focus on the “try before you buy” strategy, product-led onboarding focuses on making that “try” a delightful and memorable experience to convert users into lifelong customers.
To make that first product experience so impactful that the user doesn’t need any more convincing about the usability of your product, you need to:
The data a user provides to your business voluntarily and proactively is known as zero-party data. It offers insights into purchase intentions, personal contexts, communication preferences, and how the individual wants to be recognized by the brand.
Let’s look into how this data can help your business:
You usually acquire first-party data from your customers via Google Analytics or by tracking user behavior on the website and product and with customer feedback. It is used to create marketing content and ads, and to understand and personalize the user journey. Your product development relies on first-party data, as well.
Examples of first-party data include the time spent on a feature in your product, any information shared with your salesperson, and information coming from email campaigns or checkout.
Third-party data comes from outside your organization via web cookie tracking and third-party data marketplaces such as independent researchers and data aggregator platforms. Predicting whether it will be helpful may be challenging since data collection methods may be too broad or ineffective for your niche or due to changing privacy regulations.
Examples of third-party data include third-party cookies installed on your site and data bought from third-party companies.
There are a few benefits when using first-party data:
Product-led marketing (PLM) is a GTM marketing strategy that involves a shift from traditional lead generation and MQLs to helping customers succeed with your product and ultimately help in product-led growth.
Aside from providing your entire team with a shared goal that is dependent on product development and customer experience, PLG in marketing has the following advantages:
PLM focuses on turning your product into a marketing tool. Some ways of leveraging your product are a smooth onboarding experience, an optimized product interface, targeted guides, and blogs explaining use cases.
Here are some ways to integrate product-led marketing into your PLG journey:
In B2B marketing, an ideal customer profile (ICP) refers to the client who most benefits from your product or service and includes data such as their location, company size, and budget. Your ICP supports creating focused sales and marketing strategies and identifying what your customer needs so that you can create alignment in your offer.
Ebook
Ideal Customer Profile (ICP) Worksheet
Learn how to create an Ideal Customer Profile and build a successful sales strategy with this Ideal Customer Profile (ICP) Worksheet.
There are a few differences between freemium and free trial. While with a free trial, you get to use a product (complete or limited) for a specific amount of time, a freemium gives you access to limited product features without time restrictions.
What to choose for your product? Both freemium and free trial have pros and cons.
Freemium
Pros | Cons |
No commitment may mean more people in the top-of-funnel | A lower activation rate to paid may mean less revenue generated |
More touchpoints with the users may mean better performances without a sales team | A great onboarding experience and an early “aha moment” become critical for success |
More word-of-mouth may mean more revenue from free users | A high cost of service for new users may mean that a freemium model is not sustainable |
Free Trial
Pros | Cons |
Time limits may mean a better conversion rate to paid | Not asking for a payment method may mean attracting spammers |
An opt-in free trial with little to no friction may lead to a higher number of sign-ups | Costs may not be sustainable depending on your product or service |
More initial trust with your prospects | For specific usage patterns (i.e., intermittent use), it may mean lower upgrade rates |
An ‘aha’ moment is the first time a user understands your product’s value proposition. It is usually accompanied by a sudden realization that could be rephrased as, “Ah, this is what I was looking for.” Without experiencing the aha moment, the probability of users returning is remote, and in most cases, none.
Identifying aha moments involves researching user behavior and filtering through tons of analytics data to narrow down to the experiences that can drive the highest impact.
Here are three steps to help you discover your aha moment:
PLG companies or product-led growth companies are SaaS businesses using their product to drive growth and customer acquisition while keeping customer churn in check.
Product-led growth focuses on giving your ideal audience an immediate experience of the product’s value. In contrast, most sales-led companies take a long time for their users to experience the core value.
A PLG company has several benefits over a sales-led company, including a flexible budget thanks to small sales teams, a focus on product development, and a higher customer retention rate since customers upgrade to a paid plan only after understanding the product’s benefits.
Before transitioning into a product-led growth company, you must figure out who your ICP (Ideal customer profile) is, have a basic product-market fit, and design a smooth onboarding process that lets users experience their aha moment quickly.
PLG CRM is a customer relationship management tool that gives insights into both user accounts and data, and product-led growth companies often use that.
Unlike a classic CRM that defines the customer’s buyer journey stage based on the number of phone calls, product-led growth CRM identifies it based on product usage. It has several benefits for all revenue-generating teams:
PLG tools are used in a SaaS company’s technology stack to make critical operations, such as user acquisition and retention, go more smoothly. Because a product-led growth go-to-market approach for a SaaS business relies on its product to acquire consumers, these product-led growth tools help highlight the product.
Depending on the task, you may use different PLG tools:
Product-led growth is about turning the product into the sales force to a large extent. To be able to do that, you need tools that:
At Breadcrumbs, we believe that to enable a robust product-led growth strategy, you’d need to be able to connect data across all of your touchpoints: your marketing automation platform, your CRM, and the actual product usage tools.
After doing that, you’ll have a holistic view of what activities and actions drive behavior. Then, you can quickly trigger actions as a result of those insights or the rulesets around those insights.
With Breadcrumbs, you can connect CRM and marketing automation tools like HubSpot or Salesforce. That gives you access to a wealth of information about how trial users, prospects, and customers interact with your brand. You can then connect product analytics tools like Pendo and Mixpanel, which have a lot of information about how they engage with your product or use tools like Segment to help you integrate your product analytics tools.
You can build models that create scores that can then be used to drive workflows, such as in-app messages, email communication, or emails from a salesperson–enabling you to implement a robust and product-led strategy and transition to product-led sales.
Start closing better deals faster, expanding into your customer base and holding on to customers longer (we do retention too)!
The term product-led in marketing is the inclusion of product-led growth principles in a company’s…
A product-led business model places the product at the core of the business, driving the…
PLG in sales refers to applying product-led growth principles to the sales function of a…