What does it take to turn a product people love into a boardroom necessity? At SaaSiest Amsterdam, Lodewijk de Vries, Head of Revenue Marketing for EMEA at Miro, unpacked the answer. In SaaS, true growth doesn’t stop at winning user loyalty – it’s about showing enterprises why your product is a strategic, high-ROI investment. For Miro, revenue marketing is the bridge that connects initial user excitement with enterprise buy-in, transforming product-led enthusiasm into tangible business value. Let’s walk you through the playbook behind Miro’s journey from product love to boardroom approval.
What is product-led growth, really?
Product-led growth is often celebrated as a powerful strategy, especially for products that “sell themselves.” According to the formal definition, “product-led growth is a business strategy where the product itself acts as the primary driver of acquisition, retention, and expansion.” It sounds straightforward, but its execution is closer to street smarts than conventional business wisdom.
Imagine offering a taste of the product for free – users get hooked, they come back for more, and soon, they’re ready to invest. At Miro, we value delivering an exceptional product experience first, before monetization. This “try-before-you-buy” strategy ensures that users are convinced of the product’s value, establishing a deep-rooted loyalty. However, relying solely on PLG can only take a company so far, especially when targeting enterprise clients and navigating VC pressures to scale up.
Making the move from PLG to enterprise value selling
Product-led growth might build a strong user base, but enterprise clients – and the boardroom – prioritize ROI. They’re not just looking for satisfied users; they’re looking for measurable business value. Here’s where revenue marketing plays a critical role, guiding the shift from user-driven growth to a value-centered enterprise approach.
“Companies need to prove their worth not only to end-users but to entire buying committees,” de Vries emphasizes. This means understanding the needs of enterprise buyers and ensuring the marketing team prioritizes ROI over mere user engagement. A great example is Microsoft’s Teams: while many users prefer Slack, Teams remains dominant because of its bundled savings and enterprise focus. “This focus on cost-efficiency is a priority for decision-makers, even if users have a different preference.”
Revenue marketing 101: Marketing that sales teams value
Revenue marketing is simply marketing focused on delivering impact for sales, elevating three core elements: pipeline building, pipeline progression, and customer retention.
- Pipeline building
The first step is generating a robust pipeline. At Miro, marketing teams handle brand, product marketing, communications, community, and, crucially, revenue marketing, which is geared toward creating new pipeline opportunities. From demand generation to campaigns and field marketing, we’re building a comprehensive approach for different regions. - Pipeline progression
In revenue marketing, “progressing” the pipeline involves moving opportunities along, focusing on the individuals who will ultimately sign the deal. For instance, executive hosting events offer clients valuable peer-to-peer interaction without hard selling, which makes prospects more receptive when follow-ups come. - Protecting the base
Finally, retaining current customers is critical. “Delighting customers should never be overlooked,” de Vries notes. Miro offers professional services to provide high-value resources and templates, keeping clients engaged and eager to invest further.
Fine-tuning for sales: Practical tips for revenue marketers
Revenue marketing is all about creating marketing materials that sales teams truly want to use. Here’s a quick framework for effective revenue marketing:
- Polish the decks: Marketing should deliver presentation materials that are sleek and impactful. A well-designed pitch deck is more likely to resonate with prospective clients when it’s polished and to the point.
- Provide value-driven lead magnets: Lead magnets are highly effective. Examples include Miroverse templates and practical tools that help users solve business problems, providing a memorable touchpoint for prospects to come back for more.
- Say goodbye to the MQL hamster wheel: It’s time to ditch outdated metrics like marketing qualified leads (MQLs) that don’t convert. Focusing on deal-specific metrics and compensating marketers similarly to sales can drive a meaningful impact.
Focusing on impact
Revenue marketing isn’t just about hitting metrics – it’s about measurable impact. “Not everything that matters can be measured, but with guiding principles, we can focus on what truly drives value,” de Vries advises. For example, hosting on-site workshops for key accounts can be more valuable than driving traffic to a landing page. Setting goals based on high-impact engagements can make all the difference.
Key takeaways for revenue marketing success
Here’s a final checklist to guide a successful revenue marketing approach:
- Articulate value for every customer-facing interaction.
- Polish all presentation and marketing materials to perfection.
- Develop lead magnets that truly address user needs.
- Move beyond the MQL hamster wheel to focus on impactful metrics.
- Create guiding principles that prioritize impact over volume.
Revenue marketing is an evolving field, but its core mission remains the same: to turn user love for a product into solid business decisions. By focusing on ROI, aligning with sales, and putting the customer’s business needs front and center, marketers can bridge the gap between product popularity and boardroom buy-in.
