PLG marketing

Overall goals:

• Optimize the PLG pipeline in a data driven way - from free to paid, adoption and expansion, upgrades to teams and enterprise versions and deals when relevant, both in terms of percentage and speed and and costs.. 

Tasks:

• Build the PLG pipeline, define, own and measure (using cohort analysis), and optimize all phases along the way to maximize utilization 
• Own marketing technologies, processes and systems, including database management, segmentation and more.
• Build out acquisition campaigns and tests in order to drive large volumes of users and high conversion and product adoption
• Own the website and deliver a compelling trial and signup experience with low bounce rates and execute campaigns, build experiments to drive conversions and product adoption.
• Drive content strategy and produce product and technical content (blogs, whitepapers, webinars, customer stories) to create thought leadership and support demand generation.
• Build strong relationships with users and generate strong customer advocacy
• Work with Product Management on self-serve user journey mapping to drive self-serve enablement.
• Work with Product Management to identify lead in-product actions and build onboarding guides and nurturing emails that help prospective customers understand and succeed with Wand.
• Dive into both qualitative and quantitative data to identify user actions and engagement rates and optimize onboarding flows. Track the right metrics to identify areas of opportunity. Consider new, creative approaches to have an impact on core metrics.
• Develop customer journey and personas by deeply understanding our users, market and competitors

Metrics

• Customer acquisition cost (CAC)
• NPS
• Time to value (TTV): The time it takes for new users to reach their activation event and realize Wand’s value.
• Average revenue per user (ARPU): The amount of money, on average, Wand can expect to make from an individual user.