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.
βHow Snyk built a product-led growth juggernaut, covering engineering tradeoffs, product design, and growth systems.β
Career History
| Company | Role | Years |
|---|---|---|
| Product-Led Geek | PLG Advisor & Consultant | ~2022-present |
| Snyk | VP of Products | ~2019-2022 |
| CloudBees | VP of Products | ~2017-2019 |
Episodes (1)
Top Topics
Quotable Clips
βI 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-β
How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)
βWell, it was Node.js developers, and Node.js developers were building their applications using open source Node components.β
How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)
βThat's really it. The community was growing for sure. It was big enough to have a decent opportunity there-β
How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)
β... but narrow enough that technology wise, it meant that a product could be brought to market in a reasonable time.β
How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)
βYeah, 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 ...β
How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)
βFirst of all, that integration in terms of connecting your code with security scanning like that was a first of a kind integration.β
How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)
βYou 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.β
How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)
βI 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 ...β
How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)
βWe have a bunch of loops actually at this point to start off.β
How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)
βYeah, 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.β
How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)
βToday 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...β
How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)
βI think back then, yes. Now it's a very different story. We have a lot of self-serve only customers scaling pretty large, so.β
How Snyk built a product-led growth juggernaut | Ben Williams (VP of Product at Snyk)