Qu: Activation was the highest leverage point for Acorns retention
Hila Qu · The ultimate guide to adding a PLG motion | Hila Qu (Reforge, GitLab) · Apr 2, 2023 · at 1:01:05
Hila Qu recounts her experience leading growth at Acorns and finding that activation experiments had the biggest impact on user retention.
0:00 / 0:07exact quote · 7.8s
▶ Watch the full episode on YouTube → 720p mp4 · rendered on demand · StarZero watermark
“When I was asked to work on retention, I did a bunch of analysis. The biggest leverage for me is actually activation.”
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 Hila Qu
Qu: B2B software companies will eventually need both PLG and sales
“I would think so, because if you are like, let's say if you are in a sales motion dominated kind of traditional B to B software industry, your competitors will be adding PLG, right? As soon as they added, they will have a benefit of attracting more end users a…”
Hila Qu: PLG is fundamentally data-led growth in exchange for reach
“PLG, I always say is actually fundamentally DLG, data led growth. So when you give away your free product, what you want to get in exchange are two things. One is the broader reach because Free product spread itself is lower barrier to entry. Two, you want to …”
Qu: A data analyst should often be hired before a growth PM
“I would often say actually a data analyst needs to be the very first hire. Sometimes even try to find a growth PM who can do analysis. If you're really small, right? You can find that type of unicorn person or even before hiring growth PM, hiring analysts that…”
Qu: Adding PLG to sales-led companies is harder than starting PLG early
“It is easier if you have PLG from early on. If you are pure sales led, you try to add PLG, that's the harder thing to change basically.”
Qu: Consumer software habits drive the rise of B2B product-led growth
“The fundamental Driver behind this is the user of B to B softwares are also human. It's the same human using B to B to C softwares. And we're already trained to use product, try, and before we make any decision and we demand that in B to B as well.”