The more you give, the better your leads get qualified | Mathias Thulin, GetAccept

Growth Machines: Combining Product-Led Growth and Sales

On this episode of the Growth Machines podcast I speak with Mathias Thulin from GetAccept. He shares how they developed the Go-to-Market model for GetAccept going from sales-led to freemium and now a combination of sales-led and free trial.

As of today combines a free trial, an interactive product tour, and a book-a-demo option in an intuitive way. Depending on the customer profile, one or more of these options will be emphasized during the customer journey.

One of the things that was a big topic at GetAccept was ungating the content on the website. Mathias talks through this experience and how they learned that the more they gave away, the higher quality their pipeline became.

Mathias highlights the importance of understanding the maturity of your category when considering Product-Led Growth. If people don’t understand your product, they might be hesitant to sign up for it.

In a similar manner, we talk about the importance of the decision-making process: can your customer actually start using the product? In the case of GetAccept the adoption is almost always a top down decision, which is more challenging for product-led customer acquisition.

Regardless, Mathias advocates a product-first mindset, even if PLG is not the primary growth motion. He emphasizes that thinking product-first results in a better onboarding and software product altogether, which also helps other Go-to-Market metrics like sales conversions and retention.