Bay Area Inbound Marketing Blog

What is Product-Led Growth and How Do We Make it Work?

Posted by Laurie Monahan on Thu, Oct 13, 2022 @ 06:25 AM

APIs and modular tools have empowered end users to mold solutions and integrate products into ultra-customizable software stacks that improve their work. The way users experience and demo software products has changed, leading many software companies to change their entire business models to keep up with the industry-wide shift.
We’ve entered the era of end-user experience and a new and powerful growth model: product-led growth. In this blog post, we'll take a look at what product-led growth is and how you can use it to grow your revenue.

What is Product-Led Growth?

Product-Led Growth (PLG) is a go-to-market strategy where the product itself is the main driver of customer acquisition, activation, and retention. 
While traditional marketing-and sales-led methods push content downloads and calls with executive buyers, PLG attracts bottom-up virality through product adoption by end users. 
The goal of product-led growth is to: 1) get as many users on the product, and 2) keep them using the product through an excellent user experience. When people can see the value of the product for themselves, they're much more likely to become long-term customers and evangelists.
Obviously, software companies have to design a user-friendly product that allows trial users to quickly and easily discover it's value. This requires alignment across all teams involved with designing, engineering, selling, and marketing your product. 
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