Agenda - PLGTM 2024

PLGTM Conf Attendee Registration & Networking

Join us for PLGTM 2024, where registration opens doors to a dynamic networking experience! Connect with industry leaders, innovators, and peers. Gain insights, forge partnerships, and stay ahead in the ever-evolving landscape of product-led GTM.

Welcome - Dave Rigotti, Founder, PLGTM

Short welcome and housekeeping information by PLGTM Founder Dave Rigotti.

Keynote Session: PLG: The Truth and the Future - David Yockelson, Distinguished VP Analyst and Gartner Fellow

Not every company or product is Slack, DocuSign, or Calendly. Virality and credit card purchases aren’t always built in. But regardless, products alone usually won’t close large deals. But how do you know what elements of a PLG GTM motion are for you? Where are the traps? And why won’t we be talking as much about PLG two years from now?

How Nylas is building the PLG tech stack of 2025 - Mallory Lee, Vice President of Operations, Nylas

We all know that adopting a product-led motion can introduce big changes to a business. The best teams anticipate change and adapt quickly. Learn from Nylas' VP of Operations, Mallory Lee, about how the team got ready for their PLG launch, changed their tech stack to accommodate PLG, and wrangled multiple data models to bring it to life. You'll also hear about their favorite tools, tips, and tricks for PLG success.

A data-driven trial drives product-led results for a large sales-led enterprise - Dana Yobst, Head of Growth at Zuora

Working for a well established sales-led B2B enterprise, a scrappy startup team challenged the status quo and reimagined a modern trial experience. Leaning into experimentation and minimal viable product, they delivered a trial that is rich in insights and contributes significantly to revenue.

How Superhuman uses data to power GTM - Andrew Johnston, Head of Sales at Superhuman

You might be sitting on a gold mine of opportunities and not even realize it. In this session, the team at Superhuman shares how they equip the go-to-market team to build data-driven playbooks to surface opportunities from their existing users. Andrew Johnston (Head of Sales) and Seiyonne Suriyakumar (Head of Marketing) will share their framework for combining data and storytelling to successfully move their customer conversations from individual usage to enterprise ROI.

Keynote Session - Meka Asonye, Partner at First Round Capital

What does it take to from survive to thrive in 2024? Meka will take stock in the current venture landscape and provide his perspective on the winning playbooks for 2024.

Introducing PLG in a Sales-Led Organization - Angela Winegar, Head of Growth Strategy at Carta

Launching a freemium product when you have an existing sales-led motion can be daunting. It requires nailing pricing, sales incentives, and customer experience... and that's assuming it works. Angela will talk about launching Carta's freemium cap table product, Launch, and what the team has learned two years into Carta's 'freemium experiment'.

Orchestrating Your Product Data into Actionable Signals for Sales - Hanne Venables, Sr. Director Growth Operations at New Relic

Orchestrating Your Product Data into Actionable Signals for Sales - Hanne Venables, Sr. Director Growth Operations at New Relic

At New Relic, we have developed a product signal engine that identifies accounts at key moments during the customer lifecycle and connects them with sales. The product signals, defined collaboratively with our Marketing and Analytics teams, play a pivotal role in acquiring net new accounts and fostering growth within our existing customer base.

The pivot to PLG - Braydan Young, Co-founder and Head of Growth at Sendoso

Sendoso started as a SaaS business only with no PLG product. We circled around the idea forever on how to launch a PLG product without cannibalizing our core business, we made some errors along the way. I will be sharing how Sendoso has a growing PLG product and a SaaS business today and how our sales and marketing teams support both.

PLGTM Conf Attendee Happy Hour 04:00 - 05:30 PM

Join us for a casual happy hour and peer networking! Enjoy a variety of cocktails, beers, and wines, accompanied by delectable small bites including cheese, charcuterie, and other tasty treats.

PLGTM Conf Attendee Networking

Connect with industry leaders, innovators, and peers. Gain insights, forge partnerships, and stay ahead in the ever-evolving landscape of product-led GTM.

Welcome - Dave Rigotti, Founder, PLGTM

Short welcome and housekeeping information by PLGTM Founder Dave Rigotti.

Keynote Session: How to Move Upmarket and Keep Your Soul - Clair Byrd, Chief Marketing Officer at Sauce Labs

A talk about proven tactics from Sauce, Twilio, and beyond to drive growth in the enterprise without alienating your user in the chair, killing your PLG model, or pissing off your sales team.

Finding the right PLG motion to fit your business - John Messina, VP of Revenue at Hex

A common misconception is that PLG equates to a freemium product that drives self-serve acquisition. PLG is more of a spectrum and where you fall on that spectrum determines how product-led your acquisition, expansion, and retention motions will be. Join this session with John Messina, VP of Revenue at Hex as he shares his framework for defining product-led at your organization. John will walk through the different “flavors” of PLG and how to balance your self-serve, sales-assisted and sales-led motions.

Building an AI-powered warm outbound motion - Marcel Santilli, Chief Marketing Officer at Deepgram

Learn how to build an AI-powered, human-driven automated content workflow that helped increase traffic by 20x for Deepgram. The playbook contributes to a PLG motion that includes AI-generated warm outbound sequences, driving incremental pipeline on autopilot.

The 2024 Brand Playbook for PLG Startups (Taylor's version) - Dani Grant, CEO and Co-founder at Jam.dev

Jam.dev grew 10x in one year. How? Focusing on brand, with a lot of lessons from— surprisingly, Taylor Swift. Swift’s Eras Tour is the highest-grossing music tour of all time, turning her into the highest-earning female musician with a net worth of over $1 billion. In this talk, Jam CEO Dani Grant, will share the exact lessons the company implemented from the Swift playbook to grow PLG 10x.

Attribution: A Guided Map for Success - Sarah Krasnik Bedell, Director of Growth Marketing at Prefect

Attribution doesn't have to be a blackhole, but it is subject to the 80/20 rule. It's also surrounded by so many myths - for example, do ad blockers really affect attribution for technical buyers? Getting attribution right means focusing on the right areas: implementing tracking properly and making reports actionable. I will be diving deep into implementation details including: getting identity resolution right, how to build specs for the engineering team, what to do once you have attribution, and more. I'll end with translating an attribution report into levers the marketing team can actually pull on to enable growth.

Building & Scaling Growth Teams - Albert Cheng, Head of Product, Growth at Grammarly

How can product leaders build & scale growth teams? Albert shares unique lessons he learned from building successful Growth organizations at Grammarly, Duolingo, and numerous startups. Join to see tips on why Growth is needed in the first place, how to structure teams, what to look for in interviews, and more!

The Lean Revenue Factory - Dave Boyce, Executive Chairman & PLG Practice Lead at Winning by Design

The age of Growth at all Costs (GAAC) is gone forever. “Craft manufacturing” for revenue production has shifted permanently into the realm of lean production. The lean revenue factory leverages automation, closed-loop data, and just-in-time techniques. This is true for no-touch (PLG), low-touch (PLS), and high-touch (ABS), all of which function as individual production lines.

Closing Note - Dave Rigotti, Founder at PLGTM

A few parting words and round of thank you, along with this year's raffle results.