Head of Growth at Otter.ai on PLG meets Sales, US vs China and building a winning growth team💪🏻
Head of Growth at Otter.ai on PLG meets Sales, US vs China and building a winning growth team💪🏻We sat down with Chang Chen, Head of Growth & Marketing at Otter.ai; so you don't have to.👋 Hey there! Welcome back to 💥 Humans Of PLG💥—a space where we bring you insights directly from the OGs - the humans in the drivers’ seat, building your favorite PLG companies.
Otter is loved by teams at Zoom, and Dropbox and has even found a niche among researchers and students alike! This interview is edited for clarity.
Chang Chen (CC): I actually started as a chemical engineer. I learned how to manipulate data and how to structure my problem-solving. Soon, I pivoted into growth and marketing when I started an e-commerce company. Back then, we were doing things to help the company acquire and activate new users, before convincing them to make purchases. We were exploring and experimenting with different tactics and back then, no one called this growth. Many tactics that we were experimenting with back in the day are now referred to as growth. We were doing growth marketing, building onboarding flows and building viral loops. So yes, I started as an engineer and then I discovered my way into growth, as I was doing everything I can to grow my own company.
(CC): The function and responsibilities of growth are tied to the company stages. For Otter.ai we introduced a new way of meeting collaborations with automated notes and a centralized company knowledge repository. In the early days, the focus was on market education and penetration. We didn't think too much about monetization and were focused on prioritizing growth and expansion. It wasn’t until 2020 that we started experimenting with monetization.
Analytics, Lifecycle/Growth Product Management, and Growth Acquisition. Analytics started because the growth team needed data. So, we started to work with our engineering team to understand our users’ clickstream and how we can capture quantitative as well as qualitative data about user engagement. This would, in turn, help us understand our users' intentions as well as their multiple use cases. As for Growth PM; It is also a lifecycle team if we consider it to encompass all the other traditional, communication channels. This team experimented with in-app user onboarding, activation and conversion flows. Last, but not least, is the Acquisition team. For the acquisition, we use content and SEO, we build organic viral growth loops, and we run paid acquisitions to accelerate the growth loops. The goal is to introduce Otter to more potential users.
(RK): If I’m a growth PM at a young startup & my founder has asked me to bump up activations 3x over the next quarter - What is the one thing I can take away from Otter that I can apply to my business? (CC): The biggest takeaway for me is to understand user motivation when they sign up for our product and their expectation as to what they are looking for and use our onboarding experience to meet those expectations. With all the different use cases, they all have slightly different expectations for what the product can do for them. The key is to think about how we can personalize our onboarding flow to meet and exceed those users' expectations and, accelerate the reaching point of the “aha” moment.
(RK): Otter went through a spurt of growth during the pandemic and grew almost 800% in revenue around that year. How did the growth function's role change at that time? Did your priorities change in that timeframe? (CC): Yeah, that's when we started to think about monetization! Before that, we didn't spend too much time thinking about our pricing plans, pricing tiers and paywalls. During the pandemic, we also devoted resources to supporting the people who were impacted financially and physically by the COVID. (RK): What would you say is the single biggest mistake you've seen PLG companies make? (CC): I don’t think this is a mistake, it’s more an observation: some of the PLG companies don't like the concept of sales-assist. It almost feels like they think it would defeat their PLG company’s positioning if they build a sales team. But I think both can and should coexist, because, if we think about our users, some users will need to talk to the sales team. And at the same time, there is a different set of users who just don't want to talk to you. They want to explore the products themselves and they feel really comfortable putting the credit card on file and buying.
(CC): The US and China have pretty different operational models, in terms of thinking about different tactics of growth, different channels and also the types of talent - ease of hiring is different and that also leads to different sorts of talent in the company. But for the similarities, I think the growth engine, system and design are pretty similar. And it's the same obsession with users. Both are also focused on how they can build a better product to provide more value to the users. I think these are the two biggest similarities.
(RK): What would you say is the one tool that you started using in the last year that changed your life or has been a game-changer for you? (CC): I started to use Calm more. So I've been working from home for the last two and half years. But for the first few months of it, I didn't do a good job separating work from my life. And that was quite stressful. Later I started to meditate more with Calm and started to set rules around my work. I set up physical boundaries, left work in my office and never talked about it in my family room.
(RK): One Twitter or LinkedIn profile that you would highly recommend that others follow? (CC): I am following Reforge blogs. I'm also following Open View blog, Growth Unhinged. They have in-depth analysis as well as industry benchmarks. (RK): What's the funniest meme you've seen in the last year?
That’s a wrap for today, folks. Let us know who you’d like us to interview next? We’ll make sure to reach out to them 🙌🏼 We help PLG companies (such as this one☝🏼) with their GTM experiments: be it monetisation, activation or retention. Start small, rapidly iterate and deploy at scale 🚀 Some housekeeping… Is your mailbox trying to keep our content away from you! 💔 What can you do about it? Mark this email as ‘not spam’ 😱 or move it from your promotions to the primary folder 👉🏻 It’s very easy! Thanks again, and please tell a few friends if you feel like it. How did you like this week’s newsletter? If you liked this post from Top of the Lyne, why not share it? |
Key phrases
Older messages
Hey there, Gorgias
Tuesday, July 26, 2022
The hyper-personalized product-led growth levers that drove the all-in-one customer service tool's growth to 9000 customers and a $300 million valuation
Not all is gloom and doom in SaaS 🚀
Thursday, July 21, 2022
Product-led sales framework🕸, beating the recession📈, Shopping on WhatsApp & YouTube, 🔥 meme of the week!
See you there! Qwilr's🪶 PLG Playbook with Co-founder Mark Tanner
Wednesday, July 20, 2022
🥁 Calling all growth enthusiasts. Reserve your spot in the opening edition of Humans of PLG💥 - a closed-door, intimate chat with the OGs leading product-led growth at fast-growing companies.
New OpenPhone, who dis?
Tuesday, July 19, 2022
The product-led growth levers driving OpenPhone's mission to bring the telephone into the 21st century
She's a 10 but...
Thursday, July 14, 2022
Hiring for Growth, PLG meets Outbound, Hubspot's FREE CMS toolkit and scripting the future with Descript
You Might Also Like
🔴 Afraid to quit your 9-5?
Thursday, May 2, 2024
you need to see this Dear , Is fear stopping you from leaving your 9-5 and following your passion? Here's a roadmap to overcome it: Educate Yourself: Fear comes from a lack of thorough knowledge.
[SaaS Club] How a Founder's Perseverance Built a 7-Figure SaaS
Thursday, May 2, 2024
The SaaS Club Newsletter Hey Reader Here's a quick round up of what's been going on at SaaS Club: In this week's newsletter: Dreamdata's $1M ARR journey—perseverance pays Boopos: Buy or
📂 Pick an initial price to learn from
Thursday, May 2, 2024
Today's newsletter is proudly supported by Embarque 🎉 For two years in a row, SaaS founders and marketers reported content as the #1 driver of growth according to the State of SaaS
I met with BAD-ASS high school entrepreneurs
Thursday, May 2, 2024
Happy THURSDAY! Happy SPRING! Quick update on what's been going on before this week's email… ✅ What happened: Florida trip. Much needed family time. Booked a photoshoot for my pregnant wife
🗞 What's New: Stand out from your competitors
Thursday, May 2, 2024
Also: Choosing which mountain to climb!
The Growth Newsletter #176
Thursday, May 2, 2024
Teardown of an emotionally powerful ad Demand Curve Read on demandcurve.com The Growth Newsletter #176 Teardown of an emotionally powerful ad Signs you're marketing nerd: You stop to watch
This will make you a better decision maker | Annie Duke (author of “Thinking in Bets” and “Quit”, former pro poker…
Thursday, May 2, 2024
Annie is a former professional poker player, decision-making expert, author, and special partner at First Round Capital. ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏
Why the F We’re Still Doing This, Xiaomi EV Launches, and 12 Startups Raised $320.8M Last Week
Thursday, May 2, 2024
Week of April 7, 2024 - 12 Silicon Valley Startups Raised $320.8M Last Week, Why The F We're Still Doing This, Why an Email Company Makes Sense for Intuit and Xiaomi EV Launch in Guangzhou ͏ ͏ ͏ ͏
Top 10 Most Funded AI Companies as of April 2024
Thursday, May 2, 2024
Week of April 15, 2024 - 13 Silicon Valley Startups Raised $298.1M Last Week, State of AAPI in Venture Capital and Generative AI Brings San Francisco Back from the Dead. ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏
Race Capital Summit 2024 is a Wrap!
Thursday, May 2, 2024
Week of April 22, 2024 - 14 Silicon Valley Startups Raised $607.3M. How to Pitch Your Startup 101 in Boston. Midjourney + ChatGPT Functionality Launched in WhatsApp. Google Fires 28 Workers. ͏ ͏ ͏ ͏ ͏