Recap

• Elena has been on a new run of tearing down PLG growth strategies (reminds me of my Teardown Tuesdays). On this teardown → Built-in collaboration.

• SaaS companies that embed distribution have massive elevators to expansion. (Distribution is also one of the core principles of product-led marketing).

• Companies like Amplitude, Slack, and Miro have an easier time building account-based activation and expansion due to the inherent amount of benefactors (persona types) who are required to be successful.

• If you don’t have collaboration or distribution inherently embedded in your product, you have to work extra hard to manufacture activation, retention, and monetization account-based metrics!

Recap

• Dave is a LinkedIn leader, the PLG goat, and always pushing the boundary on how PLG requires buy-in from sales or the c-suite. Or else, PLG won’t be successful!

• It’s clear across the entire community: PLG cannot be owned in marketing.

• To execute any PLG, you need Engineering and Marketing to work together. This is also crucial for ANY product-led marketing strategies.

• Cross-functionality is required for PLG. Period.

Recap

• Yaakov shares how data is at the center of all PLG decisions, tactics, and strategies. He’s not wrong.

• Data supercharges PLG by :

  1. Creating customized experiences for your users (onboarding and activation)

  2. Understanding behavioral insights (useful for product-led sales)

  3. Investing in the right resources to maximize your return

• In addition to knowing how to use data, educating and communicating what the data means to your cross-functional teams is crucial for a successful PLG culture.

Recap

• Sorav shares with us some super detailed 🔥 tactics on the expansion from FREE to PAID!

• Read the full post for his expansion playbook.

• My two favorites are reaching quota limits & sharing users’ progress because both of these fall under the category of evidencing when your user has experienced a reward or gate.

• Evidencing is my favorite engagement tactic.

Recap

• Steven Mook highlights the importance of lead engagement in PLG (finding those PQLs)

• He states a 100x increase in connection likelihood when reaching out within 5 minutes of lead qualification, however, the challenge is properly identifying the right leads to qualify.

• He discusses the complexity of qualification in PLG due to the product-first nature and the varied readiness for sales conversations.

• The solution: Improve speed-to-lead times by resolving Rev Ops issues, and implementing structured sales plays for each product qualifying event.