Product-led marketing (PLM), a PQL framework, & product marketing differentiation

That’s because they are coughy filters.

Welcome to the PLG Recap

I spend all week deep diving into the best PLG LinkedIn posts so you don't have to.

Here are my top 5 favorites from last week!

1️⃣ Natalie Marcotullio

Strategy or Tactic? Tactic

Growth lever = Acquisition

Recap

• Natalie is the queen of interactive product demos and is doing amazing work bringing more awareness to my favorite subject: product-led marketing (PLM).

• PLM is one tactic within PLG that helps increase acquisition by bringing the product upwards in the funnel to marketing.

• My takeaway: interactive product demos everywhere, on the marketing site and in product onboarding.

• Interactive product demos have 2-3x more engagement than videos.

2️⃣ Theo Ohene

Strategy or Tactic? Tactic

Growth lever = Retention

Recap

• Theo is an onboarding and activation-preneur. After speaking to him, he shared that he signs up for a product as often as once per day!

• Check out his carousel on a Klaviyo breakdown that explains key reasons why they are valued at $9bn with 100k customers.

• It’s all about the tactics they employ to drive quick time-to-value (TTV).

• My two key takeaways were clear. Klaviyo uses the JTBD framework and focused checklist during onboarding.

3️⃣ Anthony Pierri

Strategy or Tactic? Tactics

Growth lever = Acquisition

Recap

• Anthony dropped a legendary viral post last week about product marketing positioning and differentiation. He crushed it, and I saved this post.

• Check out the image in his post.

• I was inspired by the creativity in breaking down a homepage into several different sub-parts.

  • Product category

  • Persona

  • Company type

  • Problem

  • Benefit, and more!

• It’s all about the intersection between meaningful differentiation + distribution.

4️⃣ Fred Melanson

Strategy or Tactic? Tactic

Growth lever = Product-led Sales

Recap

• Fred is crushing a new form of accelerated, actionable content out of Calixa, and I wanted to highlight this video he posted.

• Fred is a content PQL guru where in this post he shares a 3-step framework:

  1. Choose conversion event

  2. Defining intent

  3. Prioritize by ICP

• He uses Notion as the perfect example!

5️⃣ Elena Verna

Strategy or Tactic? Strategy

Growth lever = Monetization (expansion, upsell)

Recap

• The biggest challenge of PLG is transitioning from individual (my problem) to company (our problem).

• PLG starts with freemium/trial acquisition, however, the end goal is to close enterprise deals. Who is doing this successfully?

• Elena shares examples from Miro, Amplitude, Slack, and Figma. The solutions are centered around creating collaborative and network effects within each account

6️⃣ My post of the week

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See you next time.

-Drew