Lerner: B2B companies should adopt consumer-style multi-step onboarding funnels
Matt Lerner · Matt Lerner: How to Hire Growth Leaders and Teams and Why in a World of AI | E1159 · 20VC with Harry Stebbings · May 31, 2024 · at 55:35
Matt Lerner, former PayPal growth leader and co-founder of SYSTM, explains how consumer apps like Calm and Noom use conversational onboarding flows as automated sales reps.
0:00 / 0:35exact quote · 35.8s
▶ Watch the full episode on YouTube → 720p mp4 · rendered on demand · StarZero watermark
“If you go to some of these sites like Calm or Noom, they have these long convoluted onboarding flows that do a really good job of roping people in Getting them through the whole kind of information journey and building intent. And that's a neat thing because it can run you through an entire sales process without actually needing a salesperson. And to me, that just seems like the most obvious thing in the world for B to B companies to do for anything where customers maybe are only thinking about the problem and there's like eight steps to thinking about your solution or, you know, we just need to move them like a considered purchase, not impulse buy. Just seems like the most obvious thing to start to adopt those.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Matt Lerner
Lerner: A startup's founder must serve as its first head of growth
“So I really believe very strongly that your first head of growth is your founder, and their first hires, I wouldn't start by hiring somebody senior.”
Lerner: PayPal wasted hundreds of millions on unused marketing and products
“They spent hundreds of millions of dollars on marketing campaigns, building products that, frankly, nobody ever used”
Lerner: Revenue is the wrong North Star metric for early-stage startups
“The biggest mistake with North Star, and it's a very reasonable one, is they choose their North Star as revenue, or profits.”
Lerner: PayPal's best growth hires had zero marketing or product background
“The best, I'll say categorically, the best growth people I hired and managed in my time at PayPal had no marketing experience, had no product experience at all.”