Enterprise + PLG
Steven talks about his experience at companies like Qlik which had a hybrid GTM model involving Enterprise motion along with Product-Led-Growth in the form of free trials / freemium motion. He speaks to how PLG is great for driving SMB business but it comes with its own challenges and desired setup to make the strategy successful. This includes having tech to automate buyer experience, communications, billing and invoicing etc so that it can be low-cost channel. Steven also highlights how free trials might not be a best strategy for enterprises if it can be converted to a paid-pilot which will lead to an enterprise-expansion.
House of Brands
Brandon is currently spearheading the efforts to build an Atlassian-like House of Brands strategy at GoLinks. This is a unique growth-hacking strategy for an early stage company, and Brandon walks us through when he feels this strategy makes sense and how he's going about it. It has already created 5-6x growth in pipeline at GoLinks. He walks us through what is consistent across the different brands and what is different, and how his team collaborates on building three brands in parallel.
ABX
ABX Strategy
Nancy emphasizes the importance of foundational marketing in Account-Based Experience (ABX), comparing it to the base of a Guinness beer, with ABX as the cream on top. She argues that ABX is most effective when layered onto a strong, well-functioning marketing engine, driving targeted, high-value engagements with select accounts. To succeed, companies must align their sales and marketing teams, have robust global processes, and commit to long-term strategies (18 months to three years). Localization is crucial for success, ensuring that ABX strategies are culturally relevant and tailored to regional markets.
