Sign In

Livio Marcheschi

Product Growth & New Initiatives @ AirHelp - Reforge alumnus - Get access to Growth content --> livmkk.substack.com 🔥

Livio Marcheschi is a seasoned product leader specializing in growth, where marketing, sales, and product intersect. With a solid background in international economics and business, Livio holds over 8 years of experience in B2C and B2B technology startups, having led cross-functional teams for over 4 years.

As an alumnus of the Reforge Growth program, Livio's career journey started in business consulting, delving into financial modeling for venture capital investors and growth marketing analysis, eventually transitioning into product management for growth purposes.

With a strong focus on marketing channel capabilities and KPIs, Livio crafted and launched a no-code early-stage product in the growth sector, specifically in lead generation through the application of funnel and CRO principles in chatbots.

At AirHelp, Livio led the B2B product team through a reorganization, emphasizing platform and growth activities, significantly contributing to 30% of inbound revenues. Currently, he spearheads the AirHelp+ growth team, overlooking the sales of both transactional B2B and subscription B2C products from their launch to adoption and eventual growth.

Livio's responsibilities include managing various facets of the product such as acquisition, onboarding, and post-sales, while also coaching and structuring teams for effective execution alongside marketing and sales departments.

Specializing in growth product management, business strategy, and cross-functional leadership, Livio boasts proficiency in qualitative and quantitative research, experimentation, business cases, market analysis, and team development.

Outside of his professional commitments, Livio shares his insights on product and growth through blogging, mentors product managers across different organizations, and delivers talks on kickstarting growth initiatives.

Livio Marcheschi's expertise lies in shaping and leading cross-functional teams, articulating product vision, goals, and priorities organization-wide, and fostering a culture of growth as a core organizational metric.

Having mentored and trained individuals across various functions and managing diverse product portfolios, Livio brings a wealth of knowledge in understanding marketing channels and their synergy with product development.

Specializing in growth product management, business strategy, and cross-functional leadership, Livio offers a unique blend of skills encompassing discovery, experimentation, business analysis, industry insights, and team leadership among others.

Highlights

Mar 5 · linkedin

Let’s be clear: your B2C company is not doing Product Led Growth (PLG). And Spotify isn’t either.

Here’s why:

Product Led Growth (PLG) isn’t a fancy term for all companies with a freemium product.

PLG is a growth model where B2B leads are qualified via product usage, and only then converted into paying customers.

Figma, Slack and Trello are good examples.

In Product Led Growth: 🧑‍💻 The product is built for the end user (= for a designer, not for its manager) 🏅 Value is delivered before the paywall (= free version) 📞 Customer success comes before sales (= maximise usage, convert later)

Let’s take the Figma case.

1️⃣ A designer searches for a great, free design tool 2️⃣ Then starts to use it, inviting stakeholders to comment 3️⃣ The product (still free) rapidly spreads inside the company 4️⃣ The free usage limit is hit, and the manager decides to pay

Consumer, B2C companies typically do not satisfy the conditions above.

Indeed, while these are excellent examples of PLG: ✅ Figma ✅ Notion ✅ Miro

And these are not: ❌ Spotify ❌ Duolingo ❌ Netflix

In short, PLG isn’t just for any consumer app doing freemium.

PLG is a B2B user-focused growth model where the product itself drives acquisition and conversion.

Do you know other companies improperly defined as PLG?

Happy to know what you think in the comments 💬

#product #growth #plg

Livio Marcheschi
Add to my network

Location

Berlin, Berlin, Germany