BDTP. Implementing Self-service SaaS with Franciska Dethlefsen

2024/9/20

UI Breakfast: UI/UX Design and Product Strategy

Franciska Dethlefsen

Franciska Dethlefsen分享了Amplitude公司从完全依赖销售模式到推出自助服务计划的历程。最初，Amplitude专注于为销售团队提供潜在客户，并通过改进销售流程、构建PQL/PQA评分系统、增加产品内升级提示以及创建生命周期项目等方式，成功地将免费用户转化为付费用户，使产品来源的销售线索同比翻倍。在定价策略方面，Amplitude通过多次迭代，不断降低价格，使自助服务计划更易于访问，从而弥补了销售团队的不足，并专注于高价值交易。Amplitude的免费计划通过限制用户数量和功能来控制成本，并通过学院、社区和产品内提示等方式提供支持，以提高用户参与度和转化率。Amplitude注重数据质量，提供简易的数据集成方式，并通过模板和仪表盘来缩短用户获取价值的时间。Amplitude通过学院、社区和产品内提示等方式，以一对多的方式为用户提供支持和指导，并逐步建立起一个活跃的社区。Amplitude的免费用户主要通过社区获得支持，而付费用户则可以获得电子邮件支持。Amplitude通过简化代码、集成工具和生命周期邮件等方式简化用户入门流程，并通过一对多办公时间和社区支持来辅助用户学习。Amplitude将90天作为用户体验产品价值和升级付费计划的理想时间窗口。Amplitude的自助服务计划的目标客户包括初创企业、小型企业和大型企业，他们可能出于不同的目的使用该计划。Amplitude通过与销售团队合作，逐步将销售重点转向高端市场，并利用产品自身价值来促进销售。Amplitude的自助服务用户可以通过增加用户数量或使用高级功能来升级到企业级增长计划。在实施自助服务计划之前，建议先测试免费计划或试用版，并确保关键指标（如获取、激活、留存率）健康。建议多元化渠道组合，以覆盖更广泛的受众。

Deep Dive

Chapters

Amplitude, a 14-year-old company, transitioned from a purely sales-led model to offering a self-serve plan. This involved analyzing free plan user data, creating product-qualified leads (PQLs), and strategically lowering prices to improve conversion rates. The self-serve plan, 'Plus', aimed to alleviate the sales team's workload and focus on higher-value deals.

Transitioned from a purely sales-led model to a self-serve model
Developed product-qualified leads (PQLs) to improve sales efficiency
Significantly lowered prices to increase accessibility and conversion rates
Self-serve plan ('Plus') targets the $0-$30K market segment, freeing sales for higher-value deals

Shownotes Transcript

Today we have another episode of Better Done Than Perfect). Listen in as we talk to Franciska Dethlefsen, Head of Growth Marketing at Amplitude. You'll learn about their journey from being completely sales-led to launching a self-serve plan, how they approached pricing and packaging, how it all ties with their free plan, what channels they use to provide support, and more.

Please head over to the episode page) for the detailed recap and key takeaways.

Show notes

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