Readers, I’m excited about today’s newsletter—yes, more so than usual.
It’s about the PLG story of Deputy, an OpenView portfolio company I’ve had the pleasure of working alongside since January 2017. A quick intro to Deputy:
⏰ Staff management software for businesses with shift workers (think hospitality, retail, cafes, healthcare)
📍 Founded in Sydney, Australia back in 2008
💰 Waited more than eight years before raising a Series A, then went on to raise the largest Series B in Australian history
📈 Hit $100 million (AUD) in ARR in December 2022
In the past three years, Deputy has seen serious wins in their PLG motion. Self-service conversions have increased from 0 to 70%+ of new customers. Mobile conversion has exploded by 5-6x. And Deputy’s sales team has had big wins as they’ve been able to focus their time with midmarket accounts like Ace Hardware and Five Guys.
I sat down with Deputy’s PLG dream team—Deepesh Banerji (Chief Product Officer), Dom Newman (Senior Director, Growth and Performance), and Jordan Lewis (Senior Director, Growth)—to go behind the scenes into Deputy’s growth story and lessons learned. Stay tuned for insights on how to build a nurture email program that converts, why mobile is an overlooked acquisition channel in B2B, and why Deputy focuses on the employee to generate referrals and virality.
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