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Product led growth (PLG) is an end user-focused growth model that relies on the product itself as the primary driver of customer acquisition, conversion and expansion.

Over 250 leading tech companies mapped against product led growth maturity.


See how publicly traded PLG companies like DocuSign, Slack, Twilio and more are outperforming their peers.


Answer 10 simple questions to learn how far along your organization is on the PLG maturity spectrum.

What’s New in PLG?
Product Led Growth
Understanding Activation and Product Qualified Leads—and Why They’re Not the Same Thing

Savvy companies are turning their attention to in-product behaviors to measure key PLG metrics like activation and product qualified leads.

by Kristin Hillery
Product Led Growth
Talking Growth Frameworks with HubSpot’s Chris Miller

Chris takes us through the Three Ds of Growth and Learn/Collect/Apply segmentation.

by Kristin Hillery
Pricing & Positioning
Freemium vs. Free Trial: How to Know Which One to Pick for Your SaaS Startup

It’s one of the most frequently asked questions we get at OpenView. So, here’s how to make the decision with confidence.

by Kristin Hillery
Product Led Growth
3 Famous Freemium SaaS Strategies (And Why They're So Good)

Get out your pen and paper and take notes as we look closely at the freemium strategies of Zoom, WebFlow and MailChimp.

by Victor Eduoh
Product Led Growth
3 Ways Feedback Can Improve Your Product-Led Startup Strategy

Here are three simple ways to get feedback to learn and refine your roadmap, advance your product and instill confidence with your board and investors with data-driven decisions.

by Darin Brown
A collection of the most popular episodes of BUILD, our podcast.
Product Led Growth
Executives Will Never Buy Your Product, But Here's Who Will—According to Lucidchart’s COO

We’re diving deep into how the self-service model changes the buyer persona. Hint: Stop emailing COOs.

by Kristin Hillery
Product Led Growth
The Secret to Success in Product Led Growth—According to HubSpot's Kieran Flanagan

Improving processes, adding more documentation and holding a bunch of training sessions won’t scale a product-led engine—it’s org design that matters.

by Kristin Hillery
Notion’s Roadmap for Building a Winning Brand [Podcast]

Learn why Camille Ricketts is prioritizing cleverness over efficiency, her marketing strategy for the End User Era, and more.

by Ariel Winton
Superhuman's Strategy for Designing a Product That People Love [Podcast]

Listen to our latest episode of BUILD: Rahul Vohra talks game design, when to make your product harder, and more.

by Ariel Winton
Airtable and the Low-Code/No-Code Future of Software

Airtable co-founder Howie Liu chatted with us about his vision for a product that he believes will ultimately democratize the ability to build software.

by Blake Bartlett
Product Led Growth
How Calendly Harnesses PLG and Virality for Growth

For a SaaS company striving to take things to the next level, there are few game plans more efficient and effective than combining a PLG go-to-market strategy with an inherently viral product.

by Oji Udezue