Growth Engineering: Unlocking New Avenues of Business Growth
Welcome to the 2nd conversation in our Q&A series with leading growth engineering practitioners and managers. We decided to start the series after speaking to hundreds of engineers as we explored and learned more about the world of growth. One of the glaring takeaways was the lack of resources out there dedicated to growth engineers, especially for those at B2B SaaS businesses.
We’re hoping to change that at Switchboard and we’re starting with this Q&A series. While the conversations are fluid, we generally discuss the ins and outs of being a growth engineer, the types of projects in growth, the challenges (both technical & not), the benefits, and whatever else these great folks share!
Today’s conversation is with Allen Kleiner, former Growth Engineering Manager at Segment and former Growth Engineer at Pinterest (he’s since moved on to join an early stage stealth company). We hope you enjoy it and, as always, please share your feedback, questions, and your own best practices with us on Twitter, LinkedIn, or Hacker News.
In case you missed it, we kicked off the series with a detailed conversation with Airtable’s Head of Growth Engineering, Wendy Lu.
Win or Learn: Growth Engineering at Airtable
Since starting Switchboard we’ve spoken with a lot of engineers to understand what’s hardest about building experiences aimed at driving activation and engagement in their products (like tailored onboarding). There’s tons of writing and content covering product growth but much less about growth engineering, especially at B2B SaaS companies.
Since we haven’t found an established playbook for growth engineering, we’re running a series of Q&As that will feature growth engineers/managers/leaders at leading B2B SaaS companies. Our goal is to bring the community along as we learn more about the role of a growth engineer, how to approach building effective growth engineering teams and practices, and how to avoid common pitfalls and challenges.
Today we’re very excited to share our first conversation of the series with Wendy Lu, Head of Growth Engineering at Airtable. We hope you enjoy it and, as always, please share your feedback, questions, and your own best practices with us on Twitter, LinkedIn, or Hacker News.
5 step playbook for creating tailored user onboarding experiences
- Tailored onboarding experiences drive activation because they help your users realize the value that’s relevant to them and their needs.
- But it’s surprisingly hard to create effective tailored onboarding experiences. What are the right segments to tailor to? What does good tailored onboarding even look like?
- I led Growth Design at Dropbox and have talked to hundreds of product, growth, and engineering leaders since starting Switchboard.
- From my learnings, I’ll cover why tailored onboarding is a good strategy and a 5 step playbook for how to create tailored onboarding.
We’re building Switchboard — a platform to help teams develop tailored onboarding, feature engagement, and upsell experiences that activate and engage their users. Think of Switchboard as a layer beneath your interface — a platform to define the underlying flow logic that powers your product’s UI components.
We’re excited to tell you about why we exist; we’ll be covering:
- Our views on product-led growth and how it’s reshaping B2B SaaS
- What we’ve learned is hardest for the teams pursuing it
- What we’re building to help