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The future of growth belongs to product driven companies. At HubSpot, they realized this a few years ago, which is why they disrupted their own business model before anyone else could. At the time, HubSpot was still growing 30%-40% per year on the shoulders of their original marketing and sales driven inbound marketing model. Despite the success, they consciously chose to upend what had been working by launching their first freemium products in 2014. In this post, Kieran Flanagan, VP of Growth at HubSpot, goes in depth on how they experimented their way into freemium growth, instilled a growth culture, and evolved the org structure to help HubSpot grow into a product-first company.

  • AA

    Anuj Adhiya

    about 2 years ago #

    Lots of gold in this post.

    One of the small (but I suspect, significant) details that stood out to me was that the people who users could live chat with were called "success coaches".
    Not sure if that was a deliberate choice or where that terminology comes from but I think it really matters that they weren't something like "live support".

    Language is key and what it communicates to users is critical to their reaction to your product. Its so clear that a coach is someone who wants you to level up and achieve your potential - so why wouldn't you want to engage with one?
    No surprise that these coaches are now a core part of HS's freemium go-to-market.

  • CL

    Cassie Lance

    about 2 years ago #

    Over time we would want our chart for onboarding to look like a downward slope - the more feedback we get from coaches, the better our touchless onboarding gets and the less we rely on live chat.