How to Drive Growth in B2B Products with, Ben Williams 2x VP of Product @Synk, CloudBees

In this episode, Ben breaks down why simplifying products unlocks growth, how Product-Led Growth (PLG) principles are transforming B2B, how to align growth models and product state frameworks, prioritize actions that drive activation, and improve user retention.

This episode will transform how you think about product growth, engagement, and retention.

In today's episode, we cover:

Why most B2B products are over-engineered — 00:00:21

“Every company will need to become product-led eventually” — 00:09:19

What companies shouldn’t pursue PLG — 00:17:58

Why zero-commission sales are perfect for PLG — 00:23:16

Product-Led Sales 101 — 00:25:46

Improving pricing and packaging — 00:28:52

How to build effective growth models — 00:34:35

Balancing collaboration between teams — 00:47:39

What engagement states really are — 00:52:16

Why you shouldn’t focus directly on retention — 01:01:27

How Snyk brought in a million developers per month — 01:10:03

Explaining the “Feel > See > Hear” model — 01:16:03

Landing a role at a $7 billion company — 01:24:06

“The best time to search for a job is when you already have one” — 01:32:06

Who Ben is listening to these days — 01:46:42

Brought to you by:

Enterpret: Transform customer feedback into product growth with custom AI

WorkOS: Your App, Enterprise Ready

Dovetail: The Fastest Way to Understand Your Customer

Where to find Ben:

LinkedIn

Newsletter

Website

To advertise in the podcast, email productgrowthppp at gmail dot com.

We have some great podcasts coming from Maria Chec, Mona Gandhi, and Gautham Krishnan. I’m so excited to share them with all of you.