April 14, 2023

Create a Killer Product: Experiments, User Research, and Product-Led Growth with Hootsuite Henning Heinrich

Michel Gagnon
Michel Gagnon
CEO of Stun&Awe

B2B companies are constantly searching for ways to generate leads and convert them into customers. Traditionally, this has involved relying on marketing to drive awareness and generate leads, which are then passed on to sales to convert. However, there is a new approach that is gaining popularity: product-led growth.


In our latest podcast episode, we had a blast chatting with Henning Heinrich, a seasoned product growth expert who's driven millions in incremental revenue for companies across the globe. As the Group Product Manager at Hootsuite, Henning knows a thing or two about creating disruptive and meaningful products.

Product-led growth is all about putting the product front and center of your growth strategy. This means creating a product so damn good that customers will want to shout it from the rooftops and bring their friends along for the ride. It's all about using data, feedback, and experimentation to inform product development and drive growth.

By leveraging the product itself, companies can create a stronger pipeline and generate hotter leads. This can lead to faster sales cycles and other advantages.

During our chat, Henning shared his frameworks for prioritizing growth experiments and quantifying opportunities. He even gave us a real-life example of price tests that you can try out for yourself. Plus, he emphasized the importance of iterating on failed experiments (don't give up, folks!).

User research is another key ingredient to product-led growth, and Henning had some great stories to share about what questions NOT to ask your customers. He also shared three ways to build a product-led pipeline and gave us his take on ChatGPT, the AI-powered language model that can answer all your burning questions.

In short, product-led growth is the way to go if you want to create a product that drives growth like crazy. So, strap on your seatbelts and get ready for a wild ride! If you want to learn more, check out our podcast episode with Henning Heinrich.



"One of the biggest advantages of product-led growth is that it allows you to scale your customer acquisition and retention efforts more efficiently."


Henning Heinrich




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What you will learn:

  • How Henning ended up in Product Growth
  • How Henning's team is set up at Hootsuite
  • The difference between growth marketing and product growth?
  • How to develop good growth habits
  • How Henning manages the growth process with his team
  • How to quantify an opportunity and the three activation moments
  • Using the ICE framework to prioritize opportunities
  • How to use the PIE framework to prioritize growth experiments
  • How to do user research
  • The key question NOT to ask customers when doing user research
  • Which tools or channels to use to talk to customers
  • How to know if you should iterate a failed experiment
  • Concrete example to test pricing
  • What is product-led pipeline?
  • 3 ways to build a product-led pipeline
  • Henning's take on ChatGPT


Show Notes

‍Henning's background [00:00:00]
Henning talks about his career path and how he ended up as a group product manager at Hootsuite.

‍Differences between growth marketing and product growth [00:03:20]
Henning explains the key differences between growth marketing and product growth, and how they are reflected in his team's setup.

‍Developing good habits in growth marketing [00:04:09]
Henning Β discusses the importance of developing good habits in growth marketing and how it is similar to developing good habits in CrossFit.

‍Process of implementing growth frameworks [00:05:53]
Henning walks through his team's process of implementing growth frameworks, including a dual track approach of discovery and delivery, and the importance of quantifying the problem before jumping into solutioning.

‍Prioritization and Delivery [00:08:03]
Henning explains how his team prioritizes tasks and delivers them, including building minimal viable tests.

‍Quantifying the Problem [00:08:51]
Henning discusses how his team measures the impact of their ideas and the key metrics they use for evaluation.

‍Activation and Monetization [00:09:30]
Henning explains the different moments in the customer life cycle that his team focuses on and how they measure success metrics.

‍Frameworks for Opportunity Sizing [00:11:27]
Henning discusses the ICE and PI frameworks his team uses for opportunity sizing and how they prioritize tasks based on potential impact and effort.

‍User Research [00:14:44]
Henning talks about the importance of user research and how his team approaches it, including the methods they use and the value of talking to customers.

‍Google Glasses, Toothbrush in your Ear, and Innovation [00:16:15]
Discussion on how innovation works and the importance of understanding customer pain points.

‍Talking to Customers [00:17:20]
Methods used by Hootsuite to talk to customers, including customer advisory groups and talking to customer success managers.

‍Experiments and Hypotheses [00:19:45]
Discussion on the importance of experimentation and sharing an example of an experiment that didn't work initially but led to successful iterations.

‍Finding the Winning Formula [00:24:09]
Henning discusses the importance of finding the winning formula and how to approach failed experiments.

‍Being Data Informed [00:24:55]
Henning talks about the importance of being data informed instead of blindly following data, using a pricing test as an example.

‍Specialties in Product Management [00:28:00]
Henning discusses the four big categories in product management: core functionality, backend platform, growth, and innovation.

‍Product Led Pipeline [00:29:20]
Henning explains the concept of product led growth and how leveraging the product can enhance the sales pipeline, leading to stronger and hotter leads.

‍Different mechanisms for product acquisition [00:32:13]
Henning discusses three different mechanisms for product acquisition: demo with dummy data, free product, and trial. He also talks about the challenges of setting limits for a free plan.

‍Chat 3PT and its impact on SaaS products [00:34:16]
The host asks Henning about his take on Chat 3PT and how it can change the way people build SaaS products. Henning emphasizes the importance of leveraging the technology to build something useful for customers.

‍Exciting developments at Hootsuite [00:35:00]
Henning mentions that Hootsuite is working on some exciting developments that will help social media marketers, and that they are just scratching the surface of what's possible with Chat 3PT.