Building Freemium Products is Product Management

Michael Pici, Director of Product, Growth at Hubspot, shares how he’s launched freemium products to drive adoption of Hubspot’s premium products, and how the company’s go-to-market strategy shifted as it expanded from a single product to a platform.

Almost every guest on This is Product Management has taken a unique path into product management, but Michael’s story is particularly impressive. While he was working as an insurance salesman, Michael learned about the world of lead generation and inbound marketing. He then discovered Hubspot, the premier technology company in the space, and eagerly joined the company to apply his sales skills in an Account Executive role.

When the executive team at Hubspot announced the company’s plans to expand into a new market and build a new product, Michael was eager to join the new product team. His lack of product management experience didn’t hold him back. In his free time, Michael launched a website that he imagined would look similar to the marketing site for Hubspot’s new product. After growing it to thousands of visitors per month, he emailed a link to the company’s CEO. The CEO was impressed and invited Michael to join this new “startup” inside Hubspot.

As Hubspot shifted from selling a single application for marketing teams, to a platform that helps companies manage the entire customer lifecycle, the go-to-market strategy evolved. The company wanted to leverage freemium products to drive growth – similar to the way Silicon Valley startups such as Dropbox have done it.

Michael shares the team’s strategy for launching these freemium products and maximizing their impact on Hubspot’s bottom line. He differentiates between two different strategies:

You’ll learn a lot from this episode about go-to-market strategy, SaaS business models, and how product managers can contribute to top-line growth.

Here are the highlights:

Michael Pici

Director of Product, Growth at Hubspot

Michael’s Recommended Resources on Building Freemium Products

What Michael is Listening To Right Now

Michael’s Favorite New Product Outside of Work

Put our guest's advice into action.

Alpha is the fastest way to learn about your future customers.

Learn More

Subscribe to receive the latest episodes and exclusive resources

Related Episodes


Revenue is Product Management

Jeff Morris, Director of Product Management - Revenue at Tinder, shares his approach to identifying monetization opportunities, launching new products, and measuring success.

Listen to Episode

Pricing is Product Management

Patrick Campbell, CEO of Price Intelligently, shares the best strategies and tactics for pricing a product and what product managers can do to increase the perceived value of their offerings.

Listen to Episode

Conversion Optimization is Product Management

Claire Vo, VP of Product at Optimizely, shares her approach to boosting conversion rates and running experiments that deliver value.

Listen to Episode

Read our 2020 Product Management Insights Report

Get Report