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Ben Williams

PLG Advisor & Consultant @ Product-Led Geek

Former VP Product at Snyk during 160% YoY ARR growth. Now advises B2B SaaS companies on product-led growth.

β€œHow Snyk built a product-led growth juggernaut, covering engineering tradeoffs, product design, and growth systems.”

Career History

CompanyRoleYears
Product-Led GeekPLG Advisor & Consultant~2022-present
SnykVP of Products~2019-2022
CloudBeesVP of Products~2017-2019

Episodes (1)

Top Topics

Quotable Clips

β€œI think it's a really fun story. So, if you don't mind, I'll just take a moment because I think it's important to set the stage by looking back at-”
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Ben Williams

How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)

9:47
β€œWell, it was Node.js developers, and Node.js developers were building their applications using open source Node components.”
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Ben Williams

How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)

15:41
β€œThat's really it. The community was growing for sure. It was big enough to have a decent opportunity there-”
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Ben Williams

How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)

15:56
β€œ... but narrow enough that technology wise, it meant that a product could be brought to market in a reasonable time.”
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Ben Williams

How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)

16:04
β€œYeah, it was less about a particular place, but more about the community of developers themselves who focused on Node.js. So, a bunch of early evangelism was really at conferences. It was I think the ...”
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Ben Williams

How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)

16:36
β€œFirst of all, that integration in terms of connecting your code with security scanning like that was a first of a kind integration.”
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Ben Williams

How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)

22:29
β€œYou sign up for an account if you don't have one, it kept existing users coming back and it brings new users, a lot of new users, in fact.”
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Ben Williams

How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)

23:03
β€œI think that was one of the loops. We also have a couple of, from fairly early on as well, other content loops that are more kind of programmatic SEO assets that have both been pretty instrumental in ...”
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Ben Williams

How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)

23:15
β€œWe have a bunch of loops actually at this point to start off.”
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Ben Williams

How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)

23:40
β€œYeah, I mean, I didn't talk about those. I think those are pretty well understood. We have both referral loops and invite loops as well.”
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Ben Williams

How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)

26:47
β€œToday it's less like that. There are organizations where the buying center is still very much ApSec, but there are also many organizations where kind of technical leaders on the buying decision around...”
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Ben Williams

How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)

30:04
β€œI think back then, yes. Now it's a very different story. We have a lot of self-serve only customers scaling pretty large, so.”
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Ben Williams

How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)

30:51