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
Consumers have unprecedented access to products in a world where it has never been easier to set up a company.
Customer expectations are higher than ever, and their choices are endless. Modern consumers have little patience for products that don’t satisfy their needs. They expect freemium models, instant gratification, excellent service, undeniable results, and affordability. They expect easy access to the tools they require and to see the value of those tools immediately.
If a product doesn’t meet these expectations, consumers have no qualms about getting rid of it.
For B2B buyers, these demands are even more urgent. The push towards consumer-grade user interface, powerful service, intuitive design, and affordability is changing how companies develop their products.
These high expectations shape companies, moving away from market-led and sales-led growth towards PLG–product-led growth.
In this blog post, we’ll describe six common challenges PLG marketers and company face and how to address them to discover the secrets of a successful PLG strategy. We’ll also consider some pitfalls of relying exclusively on a PLG strategy and how to be on the right path to revenue acceleration.
Let’s get started!
Product-led growth is a strategy that prioritizes the end product over everything else. The product itself is the driving factor behind acquisition, retention, and advocacy.
For B2B decision makers, the days of software acquisition taking months at the behest of less-than-tech-savvy higher-ups and convincing salespeople are gone. End users are the real target of a B2B PLG company, and those end users tell their higher-ups which software to buy.
For B2C companies, the days of being able to get away with shoddy service for high prices are over. Customers have high expectations; they want to know they’re getting value for their money and want proof.
Many consumers prefer to have zero interaction with another person when they research and trial new products. They trust their own expertise and that of friends and family. They know which tools they require to meet their goals.
So where does that leave companies developing or shifting to a PLG strategy?
Consider B2B companies like Slack and HubSpot or B2C companies like Spotify and Grammarly. They offer a version of their product for free, letting the user try it before they buy. This free trial or freemium model allows users to get hooked and integrate these products into their lives so that they can’t live without them.
Then the companies offer better features, upgrades, tiered plans, and more personalized services. They offer further value for money on a product from which the user is already getting value. The product is proving that value to the user, who wants more.
The product itself must drive every aspect of the customer journey. PLG companies must be data-driven, analyzing every part of the customer journey and utilizing that data to adapt to real-time customer expectations.
Say you want to convert a PNG to PDF online, and you’re exploring your options. One option offers you a spammy website filled with sales pitches, demands money up front, and takes you through a bunch of complicated instructions before getting to the point. The other option offers you an easy way to try the product for yourself, for free, in just a few painless clicks.
The choice is clear and shows how a PLG approach can be much more attractive to your customers.
PLG can be a strong strategy for growing a company. Let’s look at some of the benefits.
While product-led growth strategies can produce significant results when executed properly, there are some drawbacks as well that need to be addressed before taking this route as your primary go-to-market approach.
Long gone are the days of selling to C-suite executives. Or is it? Today, the…
Marketers and companies face countless challenges when creating a successful marketing campaign. From addressing customer needs to staying up-to-date with changing technology, these challenges can be difficult to navigate. Knowing the common struggles many businesses face is key to meeting customer expectations in a competitive landscape.
This might be the biggest challenge a PLG company faces. Since the product is the selling point and the customer is the end user, understanding the customer is the single most important step in creating that product.
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.
Not all products benefit from a PLG strategy.
Companies selling SaaS are ideal for product-led growth strategies. Software is easy to deliver with just a few clicks, can be offered via free trials and freemium models, and can utilize intuitive design or written and video instruction to educate users.
Nowhere in this process is another human being required.
Companies selling physical goods can use some aspects of PLG strategy, particularly if they sell tech hardware, but as a whole, this strategy isn’t going to fit. Similarly, companies that sell products that are highly complex and require a lot of education and integration won’t benefit from the self-service approach a PLG strategy thrives on.
Think in terms of automation: how much of the buying process can be automated? If the answer is “all of it”, you’ve got a product ripe for a PLG strategy. If a product requires a high volume of human interaction, this strategy probably isn’t the right fit.
It can’t be stated enough: the product is the cornerstone of a product-led growth strategy.
For starters, without a product, there’s nothing to pin company growth on. Without a solid product that delivers on user expectations, there’s no subscribing to paid models, no selling point, and no customer advocacy.
Growth just isn’t going to happen.
The product must be able to sell itself, and so its immediate value must be highlighted to the customer in the fastest and most effective way. Developers must be able to offer some kind of free model for users to try, and that free model needs to hook the user quickly, funneling them into a paid version and further upgrades.
Developers must consider user expectations, creating a product that is attractive, intuitive, powerful, easily integrated, and offers good value for money.
Aligning goals across all of the company’s teams is important, and it’s not as easy as using a simple shareholder agreement to get everybody on the same page.
A product-led growth strategy changes the structure of a company, democratizing the entire process from development to data analysis to marketing to sales. Instead of every team having their own separate goals and information, teams must be product-focused above all else.
Developers can be tasked with creating a product that sells itself; data is collected, analyzed, and shared amongst all departments as a tool to further improve the product; marketing departments can highlight the product’s strengths against their competitors.
It’s important to have regular meetings so that all members of all teams have clear and aligned goals every step of the way. No one person makes the final decision; all teams and employees are focused on making the product shine.
As we’ve discussed, a product-led growth strategy thrives on data.
It’s a cycle: the product drives customer acquisition and retention–data allows developers to improve the product–the product works well and gets great word-of-mouth–the product drives further acquisition and retention.
Current customers are vital to acquiring new customers. Therefore, it is critical to measure all metrics across the customer journey.
From what drives users to pick up the product in the first place, to usage statistics, to customer churn, to free trial-ending surveys, data will be a priority for any PLG company.
Data is a vital resource, but it also comes with challenges–like sifting through masses of it, adapting that data into workable solutions, and data storage logistics.
A product-led growth strategy involves a completely different approach to marketing to sales-led and marketing-led companies.
PLG companies and marketers don’t need expensive, gimmick advertising campaigns. The product itself acquires users and gives them their aha! moment, turns users into paid users and then turns paid users into advocates.
Customer advocacy is one of the strongest marketing tools in the business. B2C customer reviews and B2B buyer testimonials–from word-of-mouth eulogizing to online review sites–are worth their weight in gold.
Developing an excellent product inevitably creates users who go on to celebrate it. Customer advocacy is literally built into a product-led growth strategy.
Product-led companies can shift their focus from overinflated marketing campaigns to smaller viral campaigns that utilize a more organic approach to spreading awareness. Highlighting the product’s strengths, emphasizing positive reviews and word-of-mouth recommendations, and constantly improving the services offered are key to PLG marketing.
This kind of marketing can be more cost-effective than traditional marketing and helps to drive customer acquisition and retention in a much more natural way.
Lead scoring is a crucial part of executing a successful product-led growth strategy. By identifying high-value prospects and understanding their behavior, companies can target their efforts to the right customers and optimize results.
With the right lead-scoring tool, organizations can detect patterns in customer journeys that allow them to accurately predict customer behavior and develop more effective campaigns.
By leveraging insights into customer needs and interests, businesses can create triggered campaigns that are tailored specifically to each lead’s profile and level of engagement and ensure they are acquiring and retaining quality customers while expanding into new markets.
Breadcrumbs is a lead scoring tool that supports all go-to-market motions, from PLG to sales assisted. It delivers rocket-solid insights into customer behavior so you can focus your marketing efforts on the most valuable leads and maximize returns.
With easy-to-build lead scoring models, automated routing, and detailed reports, you can build a complete strategy for all the customer journey stages in any vertical or geography.
The best part? You can start for free in just a few steps:
Breadcrumbs will send all scoring information back to your CRM, so you can create email or in-product campaigns to meet your leads where they are in the customer journey (i.e., nurture leads that are not ready to upgrade or move PQLs to the next step of your PLG onboarding flow)
Moreover, customer success teams can also use it to identify customers with cross- and upsell potential and identify at-risk customers before they churn.
Grab your free plan on Breadcrumbs today.
Product-led growth can be a highly successful strategy–given the right product. Understanding some of the most common challenges and how to deal with them will give you a headstart when focusing on product-led growth.
Product-led growth has a few key principles:
However, relying solely on PLG can lead to missing out on different verticals and increased churn rates, ultimately reducing potential revenue. Your best bet is to create a balanced go-to-market strategy combining PLG and sales-assisted approaches in order to target all potential addressable markets, and maximize long-term revenue streams and profits.
And when it comes to lead scoring, it’s important to have a tool that supports all GTM motions. Breadcrumbs enables that. Start for free today, or book a FREE demo with our revenue experts.