The Basics of PLG

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What is product-led growth?

Product-led growth (PLG) is when customer adoption, growth, and retention is driven mainly by the product itself, rather than by traditional marketing and sales.

There are plenty of well-known examples of product-led companies: Canva, Calendly, Slack, and Zoom, just to name a few. These are tools we all use, and they’ve become ubiquitous without having to rely on aggressive outbound sales strategies or expensive marketing campaigns.

At its core, PLG is about gaining a deep understanding of the customer/user journey and using that to create an extremely personalized experience at every stage.”

What makes product-led so different from sales-led?

Early on, product-led companies have little need for traditional sales teams. Instead of pursuing big deals, reps at product-led companies are more focused on user success–answering questions to make it easier for people to move through the funnel themselves.

With a predominantly inbound sales motion, these companies can focus in on of the product itself, investing in innovation instead of marketing.