Lead cross-selling like a Gusto PMM
Want to boost your sales without coming across as pushy? The art of cross-selling isn't about bombarding customers with products—it's about striking when the iron is hot. Just ask Leah Brite, Head of Benefits Product Marketing at Gusto and three-time Top 100 Product Marketing Mentor, who's turned this delicate dance into a science.
In this conversation, Leah and I explore her winning strategy which lies in the customer readiness score—a game-changing approach that combines data-driven insights with human intuition. Her team identifies key triggers that signal when a business might need additional services, such as reaching specific employee thresholds or experiencing significant growth phases.
The proof is in the pudding: Leah's methodical approach, which includes multiple call-to-action options and a 50% holdout strategy for campaign validation, resulted in an impressive 20% lift in new sales opportunities. This success stems from meeting customers exactly where they are in their journey, whether they're ready to buy immediately or just starting to explore their options.
I’m so grateful to Leah for sharing her time, knowledge, and warmth with us - her insights are absolutely invaluable for any product marketers seeking inspiration or guidance in the realm of cross-selling.
Key Takeaways:
• Focus on customer readiness signals rather than pushing products
• Use the RICE model to prioritize cross-selling opportunities
• Offer multiple engagement options to match different customer needs
• Validate campaign effectiveness through controlled testing
• Build cross-functional teams for comprehensive strategy developmentTwilio Segment: https://segment.com/
Connect with Leah:
LinkedIn: https://www.linkedin.com/in/leahbrite
Sharebird: https://sharebird.com/profile/leah-brite
Connect with Elle:
Product Marketing Adventures
Product Marketing Adventures is the only PMM show that goes beyond theory and into the real execution of product marketing. In each episode, experienced product marketers co-host two segments of the show: first a case study example of their work, followed by a messaging critique of companies we admire. Listeners enjoy a fun conversation packed with practical guidance to leverage in your product marketing career.
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