Privy
Product-led growth with no sales team
From 83% affiliate revenue to 80% direct in one year
The problem
Privy, a real estate data platform for investors and agents, depended on affiliates for most of its revenue and had no sales team to change that. I joined as its first marketing hire, as Director of Marketing, and was promoted to Head of Marketing & Customer Experience.
Results
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17% → 80% Revenue from direct sales in one year, as Privy reached $1.3M a month
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41% Self-serve funnel conversion at a $3 to $1 return, with no sales team
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$8.7M Pipeline from enterprise partnerships in eight months
A product-led stats dashboard
To generate leads and teach the product before anyone talked to sales, I built an interactive stats dashboard that previewed Privy’s platform. With the product team, we pulled real-time market data into a free tool where prospects could search any ZIP code and explore key features before reaching a paywall. Then I ran omnichannel campaigns to drive traffic to it, with messaging tied to Privy’s value proposition.
What I did and what it moved
- Built the product-led growth engine, a self-serve funnel and on-demand demo with 75% engagement and 50% sign-up, which converted 41% with no sales team.
- Relaunched the brand and website, which grew monthly traffic from 8K to 93K and keyword rankings from 234 to 2,750, and brought in 28K qualified leads in three weeks.
- Led go-to-market for new features and integrations, which reached 73% average adoption. A new pricing model raised upgrades 6% and net retention 13%.
- Took over customer success and support, which raised NPS from 20 to 79 and cut churn 28% through new onboarding, an education platform and in-app guidance.
- Opened enterprise partnerships that onboarded 5,000+ users in one week and built $8.7M in pipeline in eight months.
The work
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