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What does marketing look like in a PLG model? Marketers know that PLG changes things, but does it change everything? Sara makes the case for finding the right balance between novel strategies and long-standing best practices for PLG marketers. Mentioned in this episode:<a href="https://openviewpartners.com/newsletter/#.YfRAM-rMIuU" rel="noopener noreferrer" target="_blank">Sign up for OpenView's weekly newsletter</a><a href="https://www.linkedin.com/in/saravarnibright/" rel="noopener noreferrer" target="_blank">Sara Varni, CMO at Attentive</a><a href="https://www.attentivemobile.com/" rel="noopener noreferrer" target="_blank">Attentive</a>Follow <a href="https://www.linkedin.com/in/blakebartlett" rel="noopener noreferrer" target="_blank">Blake Bartlett on Linkedin</a>.&nbsp;Podcast produced by <a href="https://openviewpartners.com/" rel="noopener noreferrer" target="_blank">OpenView</a>.View our <a href="https://openviewpartners.com/blog" rel="noopener noreferrer" target="_blank">blog </a>for more context/inspiration.<a href="https://www.linkedin.com/company/openview-/" rel="noopener noreferrer" target="_blank">OpenView on Linkedin</a><a href="https://twitter.com/openviewventure" rel="noopener noreferrer" target="_blank">OpenView on Twitter</a><a href="https://www.instagram.com/openviewventure/" rel="noopener noreferrer" target="_blank">OpenView on Instagram</a><a href="https://www.facebook.com/OpenViewVenture/" rel="noopener noreferrer" target="_blank">OpenView on Facebook</a>

Creative marketing leader with a track record for driving awareness and demand for enterprise software products. Effective at building high performing teams across creative, campaign management, PR, and product marketing. Experience building partner ecosystems and empowering startups to become marketing powerhouses.

Sara Varni

CMO at Attentive, Former CMO at Twilio

What does marketing look like in a PLG model? Marketers know that PLG changes things, but does it change everything? Sara makes the case for finding the right balance between novel strategies and long-standing best practices for PLG marketers.


Sara Varni (Attentive & Twilio): PLG x Marketing

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It takes 3 ingredients to build a software startup in today’s wild market: people, product and growth. Easier said than done. BUILD is here to help by featuring conversations between venture capitalist Blake Bartlett and the smartest folks in software. OpenView is a VC firm that invests in amazing companies like Datadog, Expensify and Calendly. Visit ov.vc for more details.

Adding a top-down sales motion is a make-or-break moment for PLG companies. If it’s done right, it can make you the next big thing in your category. If it’s not done right, it can break your team and ultimately compromise your position in the market. The answer? All-in commitment from the founders and key leaders. Enterprise PLG is a team sport!