Building B2B Product-Led Growth From Zero
Built the B2B product-led growth product from the ground up. Self-serve conversion rose 50%, volume 100%, and B2B grew to a fifth of company revenue.
- Product
- Consumer meditation and sleep subscription app
- Model
- Consumer subscription, with a sales-led B2B team offering alongside it
- Timeframe
- Two years
Results
The situation
There was no self-serve B2B motion at all. Every team deal, however small, went through sales.
What we did
- Rebuilt the self-serve purchase flow for conversion rather than for parity with the sales motion
- Raised the sales threshold from 20 to 100 employees
- Smaller deals converted self-serve instead of waiting in a sales queue that was never going to prioritize them
- Designed a day-one activation framework from first principles
- Correlated early in-app actions against long-term retention to find which ones actually predicted it
- Built the first session around reaching that action, rather than around a product tour
The interesting part was not the funnel work, it was the threshold. Sales owned every account over twenty employees, which meant the deals most likely to convert on their own were the ones waiting longest for a human. Moving the line to a hundred did more for self-serve volume than any change to the purchase flow, and it cost nothing to ship. The activation framework is the piece that lasted: once you know which day-one action predicts retention, the first session stops being a tour and starts being a route to that one thing.
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