?? Replicating Apollo.io's PLG motion

Hey, Game Changer! ???

Apollo.io has been making waves in the B2B Revenue space and is constantly being mentioned on LinkedIn left and right.

But what really helped them become a $1.6 Billion business?

The secret lies within their PLG strategy – a strong product-led sales (PLS) motion. And that's exactly what we're diving into today with Leandra Fishman , CRO at Apollo.io.

[Watch the replay]

These are the top 5 elements of Apollo's PLS motion that helped build their $1.6 Billion business:

1. Team KPIs reflect company goals: Product adoption, pipeline development, revenue growth, and expansion are the four cardinal goals for Apollo. Yes, expansion might traditionally fall under CS... but they approach these metrics and progress as a GTM team through rigorous checks and constant communication.
2. Rethink compensation: In a PLG model, driving product adoption is essential. That's why they have integrated this metric into their team's compensation plans. This approach ensures the customers are wholly aware of the product’s functionalities and features, enhancing customer satisfaction and stickiness.
3. Diversify communication: Diversify communication methods to include video, live chat, webinars, etc. This characterization guarantees a preferred mode of engagement for every customer, providing an enhanced customer experience and helps engage a wider audience.
4. Multithreading is a must: Use vertical and horizontal multithreading to engage with multiple contacts at various levels AND departments within customer organizations. This will help you win them over despite the market's elongating sales cycles and the increase in the number of stakeholders involved in purchase decisions.
5. Invest in collaboration: Your team needs to be closely aligned to ensure hand-over is seamless and goals are met for the entire GTM team – not just individual departments. 3 key areas Apollo focuses on is communication, messaging, and lead scoring.

"Product-led Sales (PLS) is really about leveraging a PQA system. So making sure that you're getting all of those signals of when users are in the product, and leveraging those insights to trigger targeted sales & marketing campaigns." - Leandra Fishman

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