SaaS Marketing
Product-Led Growth (PLG)
Quick definition
Product-Led Growth (PLG) is a go-to-market strategy where the product itself drives user acquisition, conversion, and expansion — typically through free trials, freemium, or self-serve signup.
PLG companies like Slack, Notion, Figma, Loom, and Calendly let users experience value before talking to sales. The product is the primary growth engine.
Why Product-Led Growth (PLG) matters
PLG requires deep investment in onboarding, activation, in-product experimentation, and self-serve revenue funnels — not just marketing or sales.
How Product-Led Growth (PLG) works in practice
PLG and traditional sales-led motions increasingly coexist as 'hybrid' models, especially when targeting larger ICP segments alongside self-serve users.