For today’s guest, product is the new marketing and in this episode, she shares why she believes it is so. In today’s show, Sandhya Hegde, VP of Growth and Marketing at Amplitude talks about how they approach product-led growth at Amplitude, what the good North Star metrics are for product-led companies, and how she builds customer empathy within their team.

Show Notes

[00:47] How she became the VP of Growth and Marketing at Amplitude

[04:53] Why she thinks product is the new marketing

[08:20] How her team’s thoughts around the product has changed

[10:50] Good North Star metrics for product-led companies

[14:49] Why their strategy is collaboration

[17:13] How she monitors the success of the users for their campaigns

[19:40] How they approach product-led growth at Amplitude

[24:26] Her thoughts on dummy data

[27:25] When should sales step in during the initial touchpoint

[30:00] How they use the product to hit their marketing and growth goals

[31:21] Skills needed in a product-led company

[35:27] How she builds customer empathy within their team

[39:18] Where people can find out more about her and her work

About Sandhya Hegde

Sandhya Hegde is the VP of Growth and Marketing at Amplitude, a computer software that provides product intelligence tools designed to help teams run and grow their digital businesses. To date, over 26, 000 companies use Amplitude for product analytics including Twitter, Intuit, Under Armour, Bonobos, Peloton, and Microsoft.

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