Product Led Growth

The Framework Behind

Learn How Top-Performing Companies Acquire, Retain & Expand Users at Scale.

“The world is changing and we’re all feeling the pressure. Product experience isn’t a radical new idea, but it hones in on the most important element: the user. Building a product is hard enough. Getting people to come back is the ultimate challenge. Know what your customers truly love and you’ll have loyal customers for life.”

Travis KaufmanVP of Growth at Gainsight
What is Product-Led Growth?

Product-Led Growth as a GTM Strategy

Product Led Growth  is achieved when organizations leverage product usage, to drive acquisition, conversions, retention and expansion. Product-Led organizations deliver products that consider and answer customers’ evolving needs. Always by delivering stellar, customer-centric product experiences.

When a Product-Led GTM strategy is at play, the product is not a part of the customer experience. In a Product-Led GTM strategy the product is the experience. An experience so strong and optimized that is driving conversions in a matter of minutes. While at the same time it is delivered on a frequent cadence to embrace retention and expansion levels. But this is only the tip of the iceberg. A PLG go-to-market strategy, also aligns internal teams around product insights. In that way, internal silos are abandoned and an internal feedback loop is created across the spectrum of an entire organization.

The SaaS Landscape is Changing

Product-Led Experiences are Expected

IT consumerization is Emerging

The frictionless, seamless experiences B2C solutions provide are now expected in B2B too. Organizations have to re‐examine how they drive revenue and use the product as the main growth lever. Companies who adapt to those changes will emerge as winners. Those faithful to the old ways will cease to exist.

Customer Demands are Rising

The shift towards a Product-Led GTM model has raised customer expectations. It is not enough for a product to deliver its value proposition. Customers now expect to have a solution that will enable them to grow. Even more. They expect products to deliver a stellar experience at the same time.

Customer Experience is Reconsidered

1

Self-Serve Experiences are Emerging

2

Customer Feedback is Evaluated

3

Product-Data Become the Main Growth Lever

4

Customer-Centric Product Experiences are a Given

Product-Led Growth is Thriving

Product-Led Organizations Yield Better Results

Public PLG Companies

Post-IPO, PLG companies perform better than other companies.

POST IPO Stock Performance

Product led growth has created more than $200B of market value.

Cumulative Market Cap for Public PLG Organizations

A Product-Led Growth approach, leads to better ROI for SaaS organizations.

Source: Openview
product_led_growth_companies_market_cap

Paywalls are Abandoned

In a Product-Led GTM model, paywalls follow, rather than lead, and pricing scales as usage levels increase. Product-led organizations adopt a freemium or free trial model. They abandon barriers to entry and allow users to access the product immediately. This fact alone liberate customers. They don’t have to rely on human-assisted activations and long-term sales cycles to seal a deal.

Usage-Based Pricing

But which model is best for your business? Being Product-Led fanatics at heart we trully believe that whichever model you deliver it should align with end users usage levels.

According to Zuora’s subscription institute, companies with over 50% revenue from usage grew 24% year-over-year. That is 1.5x higher compared to companies with no usage based pricing at all. While it is obvious that subscription companies should leverage usage-based pricing, they should also keep an eye on certain variables like product market fit, economic conditions, and competition. Even beyond those variables, organizations need to establish a systemic onboarding process helping them increase usage levels.

Usage-based pricing will work only when it enables users to grow within a service. It is not enough for them to realize value in the beginning. They have to keep coming back for more. And this is only achieved when onboarding laser focus on their end goals and is in complete alignment with the pricing model.


Product-Led Growth Levers

Reduced Acquisition & Retention Costs

Sustainable Engagement Levels

Data-Driven Onboarding Journeys

Organizational Cross Alignment

Increased Customer Satisfaction

Intuitive Product Features

Become Product-Led

Facilitate a Product-Led Methodology

Embrace a Customer-Centric Mindset

When delivering a Product-Led growth strategy only product data can justify new developments. This the only way internal buy-in will be achieved both from stakeholders and end-users. A robust set of product analytics help internal organizations to achieve alignment in new product releases.

Capitalize on Customer Feedback

Unlike traditional GTM strategies, in a Product-Led one customer feedback is derived both by customer facing teams and the product itself. Considering those estimations alongside business outcomes help organizations, come closer to customer needs and keep delivering their value proposition.

Product-Usage Segmentation Criteria

A successful Product-Led Growth strategy requires the establishment of PQL criteria to balance Sales’ involvement in the customer journey. Product-Led organizations’ acknowledge that and rely on product data to segment users in-app. Something that allows them to establish Time-to-Value per user-role and discover growth opportunities.

Adopt the Required Technology Stack

Unlike the toolsets emphasizing on account/user-level measurements, those capitalizing on Product-Led Growth also assess usage levels alongside customer feedback analysis. Those calculations help internal teams realize where upsell or cross-sell opportunities lie.

Adopt a Product-Led Onboarding™ Strategy

Onboarding Funnel Current challenges

The SaaS industry is still in the early days of smooth in-product onboarding. Most organizations, believe that their products are not able to explain their capabilities to new users. Things are even worse for those companies without a free offering. Almost 80% of them admit that the product onboarding experience is a leacky bucket.

Activation

Our Product-Led Growth research showed that sign-ups & free trial rates prevail as activation metrics with 66% preference.

Retention

Being subject to Customer Success activations on a high-touch onboarding strategy retention is a KPI for a limited 8%. At the same time on a self-serve one it is important for  33% of participants

Expansion

While 30% of revenue growth should arise from expansion most SaaS are likely at 10%.

Transform your Onboarding to a Data-Driven Force

Product-Led Onboarding™ as a Concept

Product-Led GTM practices transform onboarding prevalence. As a process, it no longer includes invasive, out of context in-app interactions presented at large in front of users. Product data capitalization enables product engagements to supplement the systemic process humans deliver. Product Led onboarding (PLO), is a set of data-driven product engagement practices, that consider behavioral notions and users’ proficiency. Strategically, it avoids random feature introduction. Instead, it exploits historic data and considers prospects’ proficiency level when exploring a product for the first time. Contextual guidance constitutes its main pillar and enables product experience to double down on users’ workflow early on by following their progressive route to excellence.

Set the Required Product-Led Growth Metrics

The main product-led growth metric established so far is the Product-Qualified lead (PQL). PQLs are limited to the point where a paid conversion is made. Being able to capitalize on product data, onboarding is now able to be measured end to end. Even more, it is now able to develop its own Product-Led Growth metrics. This fact alone, transforms onboarding into a single source of truth when referring to products’ capabilities and product-led experiences’ assessment. Product-led onboarding has as a mission to deliver both initial and repetitive value. This is why it uses Product Onboarding Efficiency (POE) to calculate its activations’ effectiveness. POEs calculations rely on breadth, depth, efficiency, and frequency of use to supplement business KPIs. Product-Led organizations already use metrics like that to yield better results and assess product features ROI.

Product-Led Resources

Learn from the Best Practices in the SaaS Industry

The State of Product-Led Experience

Analysis of 40 Product-Led Growth Leaders

To uncover the challenges and competing strengths Product-Led organizations employ, we mapped product experience in the SaaS landscape. To achieve this, we surveyed 40 SaaS organizations and interviewed 50 executives who own or lead growth
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Product-Led Growth Fundamentals

Become Product-Led

We created an updated, even more comprehensive guide on Product-Led Growth showcasing metrics, KPIs and established GTM frameworks. This is a must read for any organization considering or currently making the transition to a Product-Led GTM model.

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