ADPList Product-led growth: Freemium lessons. How we grew signups 3x

Main takeaways:
- Saleswhale is an AI email conversation platform. B2B Saas. 
- In pre-pandemic days they would approach people to book a demo with them via Linkedin basically spamming and convince to close the deal. That was a sales-led model. Customer success uses the product for users. No self-serve.
- Challenges of sales-led model: High cost of acquisition, product self-serve experience is neglected since CS will be using the product on their behalf, 90 day churn is a common thing -> people don't want to buy (Build what salespeople say).
- PLG - focus on 1 segment of customer profile before expanding to others.
- If there are objections - Support from CEO, small test to show results, talk to them about PLG - 1st test -> whether we have demand before going for PLG, usability test, share recording and learnings with the rest of the team.
- Study the user;s behaviour - do they want to test before committing to new tool? Then go for PLG 
- You enter your email -> someone approaches you . This creates friction but on the other hand the team studies the type of user they want and reaches out accordingly. They do not want random users to the product.
- PMF score, not just NPS (doesn't tell much about UX). When you have PMF you know the demand. They run PMF survey  (https://saleswhaleio.typeform.com/to/puIahlEl?typeform-source=www.google.com) every quarter. Are we targeting wrong customers? or wrong features?
- ICP = ideal customer profile
- Interview with top 20% engaged user. How did they find us? What made them decide to sign up? How was the onboarding experience? Active after 90 days - the reason?
- Userpilot tools