![]() “Product-led growth is about getting more out of your product builds by making sure users can discover features and use cases that will activate them (help them first find value), keep them engaged (retained) for the long haul, and better monetized (e.g. ![]() Erin May from User Interviews told us how the key lies in in-product discoverability: We’ll dig into this one more later, but having a product that lets your customers self-serve and adopt independently is a huge factor for PLG. – Kelly O’Connell, VP of Product Strategy ActiveCampaign “Your product becomes the core driver of acquisition, expansion, and retention.” They take on customer feedback and actively create new features based upon what their users are asking for-they're 100% customer-centric. – Kelly O’Connell, Director of CXA Innovation and Product Strategy ActiveCampaignĬompanies that adopt a product-led growth strategy do everything possible to make their product the best out there. Understanding customers’ needs and pains, driving to build a product that solves those pains, and then aligning the company to support the product and mission.” “PLG is building a company and driving growth through a product that solves real customer problems. Kelly O’Connell from ActiveCampaign sums up the reason behind it nicely: Product-led growth is all about creating delighted customers who become your biggest fans and go on to promote your business, all on their own accord. What would a product be without happy customers? Clue: non-existent. To dive deeper and learn even more, check out our favorite product-led resources that include ProductLed, OpenView, sign, and more! Once you get internal buy-in, you can proceed to key steps of PLG implementation – set PLG as a goal, define roles and responsibilities (check out below who makes a PLG dream team), implement product analytics, run in-app experiments for improvement, and then measure, learn, and repeat. The journey to PLG starts with executive alignment that product-led growth is the right strategy for you. Check out the real-life examples and learn how to apply each. Key frameworks used for PLG include Growth Loops, the Hook Model, the BJ Fogg Behavior Model, and the RICE prioritization framework. We explain how to differentiate between them, and how to confidently choose one that’s going to work for your company. Product-led, sales-led, and marketing-led are all different growth strategies. Their products slide right into your tech stack and become essential real quick. How to spot a product-led company in the wild? Usually, these companies have a freemium model, a laser focus on UX, and a strong community of product fans. Your product becomes the key driver of acquisition, monetization, and retention.įind out below how product leaders from Drift, ActiveCamapign, User Interviews, HubSpot, Retainable, Braze, and Heap define product-led growth. Product-led growth means that your business grows without having to invest tens of thousands of dollars on paid advertising or have your sales team constantly calling leads.
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