BUILD: The Product Led Growth Edition
We believe that Product Led Growth (PLG) is the future of SaaS. Not just another buzzword, PLG refers to instances when product usage serves as the primary driver of user acquisition, retention, and expansion.
So how do companies actually leverage PLG? The best PLG companies flip the script on every aspect of their business. They put their customers first and are obsessive about measuring (and optimizing) every aspect of their funnel. Product usage – not just marketing qualification – becomes the most important trigger for conversion and expansion. The sales team has a product-first mindset and they look and act more like customer success.
In this edition of BUILD, you’ll see real-life examples of how leading SaaS companies have successfully implemented PLG strategies across acquisition, conversion and success. The book features in-depth advice from leaders at HubSpot, Intercom, Lucidchart, Mixmax, Typeform, ZipRecruiter, Zendesk, and more. We hope you enjoy it and find strategies that you can take back to your own businesses.
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On the last episode of the season, Tope Awotona, Founder & CEO of Calendly, shares his take on product led growth and what finally convinced him the was the right business to build.
This episode features Vlad Magdalin, Co-founder & CEO of Webflow, a business that took four tries to get off the ground. Find out how they think about creating a product that’s applicable to as many people as possible and why adding incremental value is more important than shipping a perfect product.
Many tools have emerged to help PMs do their jobs more effectively. These make up the product stack, composed of more than a dozen categories. But what is the actual function of each category? Here, we drill down.