Demo No Mo': How Ungated Trials Unlock Bigger Growth

Ah, growth. Along with being something you don't want to discover on your jiggly bits, it's what product teams all over are striving for. But what should your growth look like, and how do you measure it? If you're selling a product in the enterprise space, you've probably followed the song-and-dance model for a while. Make ‘em come to you! Schedule a demo! Then show them in person what your product can do for them! While it's understandable that you might want the chance to explain a more complex product or service, this model has a few pitfalls — not only do you have to jump through hoops on sales calls every day, you also get in the way of prospects connecting with your product on their own. What would happen if you followed in the footsteps of disruptors like Zoom and Slack, and let your market come to you? Today I'll be chatting with Omer Molad, co-founder and CEO at Vervoe, who will share how to start shifting the spotlight from sales pitches to your product itself.
11/21/2019

Every marketer dreams of being able to shorten the sales cycle. And while it's possible, we don't always find the best ways to do it.

There's this reluctance to step back from what you've made and let it stand on its own. “People won't understand the value” is usually the way this sentiment comes out. But if your product is truly excellent — and I know you wouldn't be marketing it if it weren't — then it deserves a chance to shine on its own.

Another bonus of a successful shift to product-led growth? Naturally lower acquisition costs. Instead of paying to attract a flow of right-fit customers who take weeks or months to choose you, you can open the floodgates to all comers and let your perfect-fit customers see for themselves what your product can do.

Today on Marketing Is Broken, Omer Molad will share how his AI-powered skill-testing software, Vervoe, sells itself — and how his team avoids common mistakes while putting the product first.

Watch the episode to hear Omer answer these questions:

  • First things first — let’s make sure we’re on the same page. What does the phrase “product-led growth” mean to you?
  • How do you make sure your product can be understood without a sales rep framing the conversation?
  • What are some of the common issues people face when opening up access to all?

Are you more tempted now than ever to un-gate access to your product and see what happens? Hopefully it helps you scale fast and flexibly — maybe even to the point where people say, “Hey… you should get that growth checked out.”

Author: Josh Braaten

CEO - Brandish Insights

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