Turn users into customers, every time.
3+hours of content
5 modules
5 templates & frameworks
Expert insights
100% self-paced
Official certification
Course overview.
Are you considering adopting a product-led growth strategy for your business? Maybe you are already using product-led motion? An integral metric of any PLG business is the rate of conversion from user to customer.
There are multiple PLG strategies for boosting your revenue from free trial to freemium and reverse trial. But how do you go about executing the best one? And better yet, how do you make sure those using your products convert to paying customers.
With Product-Led Growth Conversion Certified, you can equip yourself with all the expertise and insights you need to successfully set up conversion strategies from scratch including persona building, segmentation and utilizing data and core actions to convert those in 'the Dark Pipeline'.
Come and take a deep dive into the world of product-led growth through the lens of how to build, scale and measure conversion. Know when to use and not use freemium, free trial or reverse trial and when to gain a firm grasp of the best time and situations to use product-led vs sales-led models to activate, convert, retain, and more.
By the end of this course, you'll be able to:
Produce product-led onboarding models to optimize the conversion of free users.
Activate free users and guide them to their “aha moment.”
Use data and analytics to effectively convert users in your 'Dark Pipeline.'
Increase engagement and retention to drive conversion.
Retain paying users and achieve product-market fit.
Course Curriculum
Introduction [10 mins]
How to get the most out of this course
Your course pack
Resource library
Course structure
What is Product-Led Growth? [40 mins]
Introduction
Go-to-Market strategies
Product-led growth explained
Your product, business model, and market
The stage of your company
Your distribution focus
Is the product ready?
Lack of data instrumentation and infrastructure
Transitioning to being product-led
Strategies to move to product-led growth
Product-led growth strategy will take time
Commit to product-led growth for lasting results
Exam #1
Key takeaways
Time to reflect
Conversion Strategies [50 mins]
Introduction
Product-led growth conversion strategies:
Free trial
Freemium
Reverse trials
Onboarding profiling
Product-led onboarding
Conversion motions
Self-service sign-ups
Core actions
Product-qualified leads (PQL) conversion
Types of product-led leads
What's most effective to convert free users to paid customers?
Experimentation
Building a community
Amplifying community creators
Connecting users with their peers
Exam #2
Key takeaways
Coursework
Time to reflect
The Dark Pipeline [40 mins]
Module Outline
Introduction
The self-serve conversion funnel
Sales-assisted flow
Building a product-qualified leads and product-qualified accounts framework
Product-qualified accounts
How often should you evolve your product-qualified accounts model?
Identifying ideal customer profiles
When should you start worrying about product-qualified leads & product-qualified accounts?
Product-led growth nudging system for the dark pipeline
Exam #3
Key takeaways
Time to reflect
Fireside Chat [45 mins]
With Sagar Thakur, Principal, Strategy and Planning at Outreach
Personas [35 mins]
Module Outline
Introduction
Building personas
Persona building example
Personas at Notion
Jobs-to-be-done framework
Current challenges in creating personas
Persona types and organization
Exam #4
Key takeaways
Coursework
Time to reflect
Bonus Footage [75 mins]
Product-led vs sales-led: why can’t we be friends? with Rachel Obstler, Chief Product Officer at Heap
Define your North Star with Andrea Wang, Partner at General Catalyst & Carmen Decouto, Manager, Monetization Growth Marketing at Amplitude
Product-Led Sales [50 mins]
Module Outline
Introduction
Overview of product-led sales
For event intelligence: Google Analytics & product analytics tools
Segment: Easy to configure and route events to multiple destinations
Data instrumentation as a prerequisite
Correlation analytics
Predictive intelligence
Product-led growth and outbound strategies
The two approaches for product-led sales
Challenges with a product-led sales solution
Product-led growth CRM
Building your team
So, what's the solution to these challenges?
Exam #5
Key takeaways
Time to reflect
Wrap-up [10 mins]
Incident report
Resource library
Your feedback
Fancy leaving a review?
Continue your professional development
Claim your certificate
Showcase your certificate
For detailed information about the course and its structure, please refer to the official course website here.
FAQs
Who’s this course for?
This course is for anyone currently managing a product that takes advantage of free trial, freemium or reverse trial conversion strategies. It is for those who are interested in strategies to convert users through persona creation, segmentation and converting the 'Dark Pipeline' of users.
How long will it take me to complete the course?
It depends on how quickly you work your way through all the materials. The course itself comprises 3+ hours of content in which you’ll be required to complete exams. On top of that, you’ll be given access to bonus footage and although this isn't mandatory, we’d recommend giving it a watch!
Finally, you’ll also be given the option to complete coursework tasks as you go - these aren’t mandatory either but they’re well worth getting stuck into, to help you put everything you’ve learned into practice and walk away with a pack of actionable takeaways to go and apply right away.
How does this course work?
Once you enroll, you’ll work through the modules and be invited to take part in activities.
At the end of each module, you’ll be presented with mandatory exam questions and if you pass all these, you’ll become Product-Led Growth Conversion Certified!
What happens once I’ve completed the course?
If you fail the first time around you’ll be given the option to retake the exam. If you fail the second attempt, unfortunately, it means you won’t get the certificate. However, all’s not lost, you’ll have still learned LOTS and you’ll be given access to the course materials for life - so you can brush up on the bits you slipped up on forevermore.
How long will I have access to the course content?
For life! One, one-off payment gives you unlimited access to all the course’s content.
Looking to learn as a team?
If you're looking to get a team of three or more certified, then speak to Matt about team rates
P.S. If you need help convincing the boss, we've done the hard part for you.