Brandwatch, like many others, is a sales-led software organisation where customers are acquired by marketing and sales and later onboarded.

Lately, they've been moving more and more into the product-led domain, having free trials, letting people onboard themselves. This requires the product team to think very differently than before.

In a recent member call, Product Director Andrius Knispelis dived into product-led growth, advised on when to do free trials, how you can better use onboarding and shared quite a few helpful examples. Let’s start with the promise of a product that sells itself.