Product-Led

Growth
Playbook
 CONTENT
TABLE OF
01 Introduction To Product-Led Growth

02 Different Go-To Market Strategies

03 Signs Of Product-Led Growth

04 Popular Product-Led Growth Frameworks

05 Strategies To Become Product-Led

 CONTENT
TABLE OF
06 Benefits Of Product-Led Growth

07 Slack Case Study

08 Product-Led Growth Metrics

09 Tools for Product-Led Growth

10 Summary
01
Introduction
to
Product-Led
Growth
Introduction
To
Product-Led
Growth

The way people use and acquire softwares is undergoing a major transformation. It started when
Salesforce has been bringing software to the cloud for well over a decade. With the first iPhone
in 2009, Apple put digital experiences in people's pockets. In the years afterwards, the market
has been swamped with consumer and business-to-business solutions that claim to suit just
about any requirement.

The most outstanding product experiences of yesterday are no longer exceptional; they're
expected.

Product-Led Growth can be described as the strategy which puts product on a driving seat
of growth. Growth has proven to be faster, this strategy helps to reach more audiences
and has proven results for SaaS, B2B and B2C companies.

Kelly O’Connell from ActiveCampaign has summed up Product-Led Growth very aptly,

“PLG is building a company and driving growth through a product that solves real customer
problems. Understanding customers’ needs and pains, driving to build a product that solves
those pains, and then aligning the company to support the product and mission.”

05
Over 80% marketing-qualified leads (MQLs) never result
in closed business

B2B buyers prefer to buy through an App or website

rather than a sales representative

Users consider ease of use an important factor in

decision making

B2C customers would switch brands if they aren't getting

a tailored experience

Individuals open a mobile app once and then abandon it

altogether

06
02
Different
Go-To
Market
Strategies
Different
Go-To
Market
Strategies
There are multiple strategies which a company can adopt to reach your potential customers.

So, which strategy to choose and what is the difference?

1. Marketing-Led Growth

In this strategy, different marketing channels are used to reach

target audiences. Companies’ growth and revenue depends on
Marketing efforts.

This is usually done through content-marketing with a company

creating a learning hub for its users consisting of eBooks, white
papers, blogs and webinars. The content creates a growth loop
that turns an audience into a loyal community, which generates
sales.

2. Sales-Led Growth

Sales-led growth puts sales team at the forefront of companies’

revenue and growth efforts. Sales-led growth approach taken by
companies like Microsoft have seen incredible growth.

With this strategy, all of the leads gained across a company’s

efforts are funneled to the sales team, who then close the deals
and make the final sales.

08
Different
Go-To
Market
Strategies
3. Product-Led Growth

With a marketing-led growth strategy, organizations heavily rely on existence of sales team,
similar to a sales-led strategy wherein marketing team is needed to at least generate some
kind of awareness. But product-led growth (and we’re very biased here!) is the most
sustainable choice.

1. It is cheaper: Sure, you could pour tons of money into Product Marketing and
create endless amounts of free content, spend your valuable time hosting webinars,
and agonize over whether your LinkedIn bots sound too…robotic. Or, you could let
your product do the talking..

2. It reaches more people: A freemium model effectively speeds the customers

along their journey by getting them into your product sooner.

3. It gets you fast feedback on your MVP: If you’ve launched your first MVP, the
most important thing for you to do is to get it into people’s hands. That’s exactly what
this strategy does, allowing you to gather feedback as quickly as possible.

4. It prioritizes the product: Product-led approach puts your product exactly where
it should be: at the forefront of your business. It drives majority of the resources
towards letting your product sell itself.

09
03
Signals Of
Product-Led
Growth
Signs Of
Product-Led
Growth

1 2
User Experience Is The Sales Value Goes Up With Time
Representative

Users do not require any outside assistance You discover more useful features as you use
or support to use the product. the product more, and it seems that you are
There is no need for salespeople or becoming more reliant on it over time.
marketing ideas. Based on our testing and
use of the product, We believe it speaks for
itself. Self-onboarding and familiarity with the
product's features can aid users in
understanding its value.

3 4
Advocacy Spreads Across The Free To Use, Pay To Enhance
Network
Users who are enamored with the long-term Most Product-Led Organizations allow users
value can't stop telling their friends and to test and use their products to the point of
coworkers about it. some value generation without spending any
money.
Product gets new users through word of
mouth or adoption as a result of the network The free version typically includes less
effect, but not entirely. features, but it still has enough to pique the
Non-users, incidentally, can already get a users’ interest in upgrading to the paid
taste of the product without having to version.
register.

11
04
Popular
Product-Led
Growth
Frameworks
Popular
Product-Led
Growth
Frameworks

1Growth Loop
Growth loops are a closed-feedback loop systems designed to ensure every input goes
through a series of predefined steps to generate an expected output.

Let’s take an example of LinkedIn, in any Growth Loops there are four stages

1. Input: A new user signs up on LinkedIn.

2. Activation: LinkedIn suggests the user to sync account with their contact list.
3. Action: LinkedIn suggests the user - profiles, group and influencers based on provided
contact list and profile.
4. Output: LinkedIn requests the user to invite people from their contact list on the
platform.

13
Popular
Product-Led
Growth
Frameworks

2
Hook Model
The Hook Model is a four-phase process that businesses can use to create products or services
used habitually by customers. Purpose of this model is to achieve voluntary, high-frequency
engagement. At its core, the Hook Model is all about creating a user habit. To achieve a
significant business advantage, companies try to understand what drives users’ behavior in
order to build products that they use habitually.

To understand Hook Model more, we need to have a look at the stages of the model

1. Trigger (Internal or External): Showcases behavioural actuator. It indicates the

action that builds a habit
2. Action: Actions undertaken with an anticipation of rewards
3. Variable Rewards: The problem that is solved as a result of the action made
strengthens the behaviour cycle
Benefits of the Tribe (social rewards based on acceptance and connection), Rewards of
the Hunt (quest for material resources), and Rewards of the Self are examples of reward
kinds (personal gratification in the form of mastery or self-realization)
4. Investment: An activity that will help product to pivot in future.

14
Popular
Product-Led
Growth
Frameworks

3
Fogg Behaviour Model
The Fogg Behavior Model shows that three factors must coincide at the same time for a
behavior to occur: motivation, ability, and trigger. When there is an absence of any action, it is
because one of the three component is absent. It makes the understanding of behavior simpler.

Note, all three components should be present simultaneously in order of behaviour occurrence.

The Fogg behavior makes the understanding of behavior simpler. One thing to note over here is
in order of behavior occurrence all three component should be present simultaneously. The
three behavioral shift components are as follows:

1. Motivation: People should be motivated enough for improving their actions.

2. Ability: They must have will to behave.
3. Trigger: They must always be motivated or encouraged to engage in the behavior.

15
Popular
Product-Led
Growth
Frameworks

4
RICE Prioritization Model

The RICE Prioritization framework is designed to help product managers determine which
products and features to put on their roadmaps by scoring these items according to four factors.
These factors, which form the acronym RICE, are reach, impact, confidence, and effort.

RICE Prioritization Model can help in following ways,

1. To help product managers to take better-informed decision

2. To help minimize personal biases in decision making
3. Helps to defend priorities to another stakeholder

16
05
Strategy To
Become
Product-Led
Strategy To
Become
Product-Led

1
Put customer experience first

The best product-led growth strategy is to provide a positive customer experience; focusing on
the user's experience can open the floodgates to more money. According to a Dimension Data
report, 84 percent of organizations who focus on improving customer experience saw an
increase in revenue.

So, how can you incorporate customer success into your PLG strategy? Go straight to the
source: your customers. Begin by incorporating continuous feedback loops into your product,
performing user surveys and sentiment analysis to identify friction areas. You'll see a clear path
to better user experiences and a more valued product with the feedback guiding you.

2
Master your product roadmap

Another important aspect of product-led growth is creating a product roadmap that keeps your
team on track to achieve your objectives. Your product roadmap will outline a shared vision of
what you want to achieve with your product, as well as enhancements and features you plan to
release.

One of the simplest ways to craft a successful product roadmap is to let user data guide your
plans. That means digging into user behaviors, surveys, and other storytellers about your
product. These data points will serve as raw materials to chart roadmaps that fits your users and
addresses their needs.

18
Strategy To
Become
Product-Led

3
Let data fuel your growth strategy

Do you want to make a product that people love? Begin by identifying what's missing and what
your present consumers find appealing. You can identify places where your product falls short
of expectations by looking at in-product metrics.

Simultaneously, you may uncover—and replicate—those golden features that your product
contains. Here are a few key metrics to consider if you want to boost product growth. Metrics
which can be used are listed in the playbook itself

4
Focus on adoption and engagement

It's not enough to only design new features and plop them into your product. To implement an
effective product-led growth plan, you must increase adoption and maintain user engagement.

Incorporating in-app encounters into your product is one of the best methods to increase
adoption. You may show consumers how and why they should interact with new features by
including helpful in-product engagements like user manuals or callout boxes. As a result, they'll
be more likely to use the features your team worked so hard on. They'll also have more
reasons to stay hooked to your product.

19
Strategy To
Become
Product-Led

5
Relentlessly improve your product

The most successful product-driven growth strategies are always evolving. You may generate
loyalty by proactively upgrading your product and anticipating user requirements while
delivering a swift experience.

Examine your client and user journeys in order to continually enhance your product. For
example, path and funnel analysis can be used to track the steps your consumers take as they
navigate through your product. These insights will show you what's preventing users from using
a product and what improvements you can make to keep them using it. You can then make
product changes that will improve the user's experience and help your company flourish.

20
06
Benefits Of
Product-Led
Growth
Benefits of
Product-Led
Growth

PLG appeals directly to end users, bypassing gatekeepers, it allows software providers to
demonstrate potential ROI and establish provisional KPI scores even before an enterprise deal
is struck—without big marketing and sales operations, and sometimes without a penny having
changed hands.

Second, from a business perspective, the numbers bear out the benefits of PLG.

PLG holds down cash burn. Engaging directly with end users by providing free or freemium
versions of their products, versus spending on sales and marketing, allows SaaS startups to
survive long stretches of slow growth. Once users come to depend on an application, you don’t
need a big-bang ad campaign to convert them into paying customers.

22
Benefits of
Product-Led
Growth

PLG has also been proven in the B2C arena. Think about the last time you did or bought
something based on that viral voodoo, where a new product or service bubbled up into our
collective consciousness. PLG is bottom up, not top down. No one had a 45-page marketing plan
for the ice-bucket challenge, which raised $115 million for ALS research. It was all viral.

None of this is news to CFOs at early-stage SaaS startups. No one gets together with three or
four other smart people to found a company and says, “Let’s get really great at marketing—we
can come up with something to sell later.”

The conversation always starts with a pain point, and a product that fills that need. The value
proposition was baked in from the start.

23
07
Slack
Case Study
Slack
Case Study

1
User Experience Is The Sales Team

Nobody would have started using Slack because they received a marketing email or a call
from a Slack person. You must have used Slack for the first time when you were simply
puzzling things out on the free version. That's the beauty of PLG-led businesses: they help
you get to the point quickly and without wasting time.

Note: Just because PLG companies don't rely on sales to attract and maintain customers
doesn't mean sales aren't important.

2
Value Goes Up With Time
Slack, like other PLG-based technologies, grows on you. You will discover some useful
functions the first time you use it, and you will continue to learn more as time goes on (I
discovered scheduled messages as a feature on slack few weeks back - after having been
using it for 3 years). Slack allows you to keep adding value over time, which is a hallmark of
such products.

3
Advocacy Spreads Across The Network
WhatsApp did for friends and families, and Slack did the same for small-medium businesses
(and now larger ones). Remember when one of your friends or family members started using
WhatsApp and it quickly spread like wildfire. Slack has been rising at a comparable rate
among businesses. Because of the network effects (you require two people to
communicate), it quickly becomes popular, and once someone loves it, they will invite more
of their coworkers to use Slack to continue collaboration.

25
Slack
Case Study

4
Free To Use, But Restricted

...or, to put it another way, Freemiums. Slack's free edition for new users includes features
such as chat in a single workplace, 1-1 audio and video conversations, up to 5 integrations,
5GB storage, recent history search, and more. This is an enjoyable enough experience to
pique your interest in the paid version.

26
08
Product-Led
Growth Metrics
Product-Led
Growth
Metrics

Let’s look at some of the Metrics that can help you craft a winning Product-Led
Company

1. Time to Value (TTV)

The time taken by the new users to reach the “Aha! moment” or to reach to activation
moment.

Here the goal to create the product which can help us to minimize the time. Ideally it should
down to minutes and not by hours or days. Lesser the time more likely it is that a user will
stick to the product.

Time to value can be further broken down into immediate (or short) time to value, and
long time to value.

1. Immediate or short time to value: If it’s raining and you duck into a nearby store
to buy an umbrella, the time to value is immediate—you’re no longer getting
soaked and can see the value of the umbrella straight away.

2. Long time to value: Many SaaS products fall into this category. Buying or signing
up for your product doesn’t automatically provide value—some further action is
required. That might involve inviting colleagues, importing customer data,
integrating other tools, or otherwise completing your user onboarding sequence
before value is achieved.

The goal is to reduce TTV as much as possible—the closer to zero, the better. For
products with an inherently long time to value, that often means optimizing the user
onboarding experience around the key actions within your product that correlate to
activation.

28
Product-Led
Growth
Metrics

2. Product Qualified Leads (PQLs)

Product Qualified leads are typically activated users who already had their “aha! moment”
and users have definitely understood the value of the product.

The users present here are the one using a demo or a free trial version. These are kind of
leads which you are ready to pass on to your sales team.

The success of this metrics depends upon the improvement in conversion rate of sales team
to convert users from free trail model to paid model.

You'll want to use a combination of user interviews, session recordings, and A/B tests to
determine the user behaviors that correlate with conversion and retention to find your
product's activation event and define what a PQL looks like at your organization.

3. Expansion Revenue

Expansion revenue is the revenue generated from the customers who are already using the
product. Revenue generated from add-ons, upsells, cross-sells and more are included here.

Generally, around 30 percent of companies revenue should be generated from expansion

revenue as the users here are product adaptors. Expansion revenue is cost-effective,
recommended and a sustainable way to of growth.

29
Product-Led
Growth
Metrics

4. Customer Lifetime Value (CLV)

Customer lifetime value (CLV or LTV) predicts the amount of revenue your business will
receive from a single customer over the lifetime of their account.

Average purchase value

Customer Lifetime = x Average customer lifespan
Value Average purchase
frequency rate
This is a very important metrics as it helps company to understand the not the present worth
of a customer but also helps company to understand the future worth of a customer.

Product teams can use customer lifetime value to understand the needs of their most
valuable users. These kinds of customer insights can not only inform design decisions, but
help product teams validate their decisions at a business level.

5. Net Churn

Unfortunately, after certain period of time some users will leave your product whether we like
it or not. The formula to calculate net churn is difference between revenue lost in the time
period and expansion revenue divided by revenue in the beginning.

Net Churn = Revenue lost in period – new & expansion revenue

Revenue at the beginning of period

Revenue churn is more important metric then customer churn rate in terms of measuring the
growth because let’s be true to ourselves even though we hate to lose a customer it hurts the
most to lose the most profitable customer.

To picture this in practice: Imagine you lost $2,000 from customer attrition during a given time
period, but gained $3,500 from new accounts and upsells during the same period. That
leaves you with a negative net revenue churn of $1,500—which is a very different picture
than the gross churn number.

30
Product-Led
Growth
Metrics

6. Customer Satisfaction Score (CSAT):

One of the aims of Product-Led Growth strategy is to improve the customer satisfaction of
users. It would be difficult to gauge the personal happiness of users while using the product,
but when is come to gauging how much average our customer likes your product for that we
can use CSAT metrics.

Total number of satisfied responses

CSAT = x 100
Total number of responses

Formula for CSAT is percentage of positive user survey response over the total survey
response.

Like all other metrics, your CSAT score will vary over time. The longer someone uses a
product, the more time they have to either find more value in it or discover its challenges, so
be sure to measure CSAT regularly.

7. Virality:

One of the main aims of the company is to create a product which can stick and is loved by
customer. Virality is one the metrics which can help you to determine whether you are
successful in creating a lovable product or not.

Virality is the average number of new users a single user can refer, bring onboard, and
convert into paying customers. Virality is when the product adoption rate increases as more
people believe it. When the rate of product adoption increases with each user that is when
product virality occurs. Users must want to promote your product on their own- this is when
viral growth is achieved.

31
Product-Led
Growth
Metrics

8. Feature Adoption Rate:

If you want to expand your business using a product-led strategy, each feature of your
product should bring value to users and thus be adopted..

Number of new users of a specific feature

Future Adoption Rate x 100
=
Total number of product users

Given that only 12% of a product's characteristics are the attraction points for the bulk of
product clicks, your goal should be to increase this number and move ahead of your
competitors

9. Average Revenue Per User (ARPU):

The average revenue per user reflects the average amount of money made by a single
user. You may educate yourself on the kind of users to target using product data and user
segmentation, just as you can with many other metrics.

Total MRR
ARPU = x 100
Total number of users (over a period of time)

It's yet another useful statistic for determining your single-customer growth potential.

Your Average Revenue Per User for different segments of your users informs you whether
you're on pace to meet your growth objectives.

32
Product-Led
Growth
Metrics

10. Retention Rate: -

Customer retention is a valuable indicator that indicates how relevant you can remain
in solving your customers' concerns and giving value.

If your retention rate is low, you should really analyze what you're doing incorrectly.
You may be failing to guide your consumers in discovering the value of your product
because you deliver a bad user onboarding experience, which is one of the most
typical reasons for a low retention rate.

(CE – CN)*

Retention Rate = x 100

(CS)**

*CE: - Number of customers at the end of period

*CN: - Number of customers during the period

**CS: - Number of customers when period started

More than half of customers claimed they returned a device because they didn't
know how to use it, according to a survey.

Simply by glancing at this statistic, you can see how an excellent user onboarding
process may help you retain a large number of users.

33
09
Tools For
Product-Led
Growth
Tools For
Product-Led
Growth

1. Product Instrumentation:

The act of tracking client data from your website and apps, and then syncing the data to tools
and systems where it is consumed is known as instrumentation. It's critical to sync data to a
data warehouse so that you can own your data and construct data models to fuel reports in a
business intelligence (BI) tool, among other things.

Segment
Because it's simple to use and you can get started
without a "talk with sales," Segment has become
the go-to option for firms large and small to start
collecting data.

While Segment has many solutions, you simply

need Connections to get started gathering and
synchronising data.

RudderStack
RudderStack is an open-source alternative to
Segment Connections that provides similar data
collection and transmission capabilities to a variety
of cloud destinations, including data warehouses.

35
Tools For
Product-Led
Growth

2. Product Warehousing:

It's a no-brainer to keep raw data in a warehouse since you can do so much with it, from
analysing, processing, and integrating customer data with data from other sources to
syncing enriched data to sales and marketing tools with a solution like correlated.

Storing raw data in a data warehouse should be a no-brainer, especially today since data
warehouses are so inexpensive and can be set up in a matter of hours without requiring
extensive technical knowledge.

Snowflake
Snowflake delivers the Data Cloud — a global
network where thousands of organizations mobilize
data with near-unlimited scale, concurrency, and
performance. Inside the Data Cloud, organizations
unite their siloed data, easily discover and securely
share governed data, and execute diverse analytic
workloads. Wherever data or users live, Snowflake
delivers a single and seamless experience across
multiple public clouds.Snowflake’s platform is the
engine that powers and provides access to the
Data Cloud, creating a solution for data
warehousing, data lakes, data engineering, data
science, data application development, and data
sharing

Amazon Redshift
Tens of thousands of customers today rely on
Amazon Redshift to analyze exabytes of data and
run complex analytical queries, making it the most
widely used cloud data warehouse. Run and scale
analytics in seconds on all your data without having
to manage your data warehouse infrastructure.

36
Tools For
Product-Led
Growth

2. Product Warehousing:

Census
Census delivers trusted data from the warehouse
into all your operational tools, so every team can
act on it. Supercharge your automation, workflows,
and personalization with operational analytics, no
engineering favors or custom scripts required.

MarkLogic
MarkLogic helps customers create value from
complex data faster. Our platform ingests data from
any source, creating and refining metadata to
support powerful models. Customers use these
models for deep search and query, building
enterprise applications and bringing unique insights
to analytics and machine learning.

37
Tools For
Product-Led
Growth

3. Product Led Engagement:

Product-led engagement is often achieved through in-app experiences and emails, both of
which necessitate the use of solutions that are specifically designed to meet the demands of
PLG businesses.

You'll need an easy way to link your customer data with your engagement tools if you want to
create product-led engagement campaigns. As a result, while considering engagement tools,
it's critical to understand their data input capabilities by examining the connections and APIs
they provide.

Intercom
The figures speak for themselves. Intercom
presently assists over 30,000 businesses. This
cutting-edge software application has been shown
to increase consumer engagement. Customizable
product tools, tailored messages, and email
sequences enable your users to engage more with
your platform. Intercom also includes a proprietary
conversational help module that you may customize
to meet your specific requirements.

Appcues
User onboarding is a crucial aspect of Product-Led
Growth, but Appcues also assists SaaS
organizations with product adoption. This is
accomplished by showcasing new features
alongside guides and educational aspects, which
significantly enhances their usage rates. All of this,
together with automatic insights and data,
contributes to the creation of the ideal PLG
environment for long-term success.

38
Tools For
Product-Led
Growth

3. Product Led Engagement:

Zendesk
Zendesk is another SaaS must-have, thanks to its
capacity to scale customer care and support with
your products and services. It not only makes life
easier for your consumers, but it also looks after
your internal teams and employees. You're
effectively "killing two birds with one stone" by
increasing their production and efficiency. ZenDesk
essentially keeps your company on track.

Readme
Documentation is one of the most significant
instruments for empowering your customers'
freedom. To ensure that your consumers onboard
and educate themselves about your product, make
it clear, simple, and succinct. This is exactly what
Readme does. With an accessible and centralized
management platform, Readme streamlines the
entire documentation and referencing process. It's
ideal for developer hubs because of its unique
ability to generate API documentation automatically
from your code.

39
Tools For
Product-Led
Growth

4. Product Led Revenue:

Revenue and sales teams at PLG organisations are having to recalibrate how they find and
engage with prospects and customers as PLG continues to bend the buying process towards
a low-touch sales funnel.

Product Led Revenue is a new approach in which trial or free users replace leads, and
accounts are approved based on in-app behaviour rather than traditional indications like firm
size and employee count.

Traditional CRMs, such as Salesforce, are not designed to meet the needs of PLG sales
teams, who want a complete view of an account as well as product usage statistics for each
account users.

Correlated
This need is met by Correlated, which allows sales
and revenue teams to leverage product signals to:
1. Find customers who are willing to engage
with sales through free trials or self-service.
2. Inside sales technologies can be used to
automate outreach by initiating programmes.
3. Identify existing customers who are ready to
expand their product usage

Trying new features, introducing users to an

account, and reaching use caps are all common
product indications. In tools like Slack and
Outreach, Correlated makes these data insights
useful for sales teams.

Correlated integrates with Segment and with data

warehouses like Snowflake, allowing you bring
customer data into Correlated using your preferred
method.

40
Tools For
Product-Led
Growth

4. Product Led Revenue:

Drift
Drift was founded in 2015, just as SaaS
applications were beginning to gain traction. The
rest is legend. This revenue acceleration platform
primarily consists of an optimized conversion
suite that includes chatting, emailing, video, and
phone capabilities, allowing for real-time
personalization of customer experiences. These
systems capture data to provide sales
enablement information, intent measurements,
and other vital insights, in addition to their
functional prowess.

Bliinx
Bliinx help revenue teams at bottom-up SaaS
companies increase high-value conversions,
expansion revenue and upsells by engaging the
right accounts, at the best time, with the right
message. Get started for free. No code. In
minutes.

41
Tools For
Product-Led
Growth

4. Product Led Revenue:

Outreach
Outreach, the first and only Sales Execution
Platform, helps revenue teams bring intelligence
to workflows, unlock full visibility across the entire
revenue cycle, and commit their forecasts with
confidence.

Outreach is the only solution provider to integrate

sales engagement, conversation intelligence, and
revenue intelligence into one platform. The only
sales engagement and intelligence platform to
make the Forbes Cloud 100, Outreach was also
the fastest-growing vendor in the category on the
Deloitte Technology Fast 500.

Toplyne
PLG has killed the top of the funnel, but conversion
rates are lower than ever before – often below 2-3%.
Selling feels like finding a needle in the haystack.
Toplyne helps sales teams prioritize their efforts and
focus on users and accounts who have shown the
highest intent of paying! Toplyne combines user
signals across product usage, billing & support right
out of the box to identify the hottest product-qualified
leads (PQLs) for your sales team to chase. No
engineering favors required!

42
Tools For
Product-Led
Growth

5. Product Analytics:

By displaying customers' behaviours as funnel reports, a product analytics tool helps you
understand how they engage with your product. Once data begins to flow into your product
analytics solution, these reports become quite simple to construct, allowing you to begin
deriving insights from product data without the need for an analyst.

You can slice the data depending on user personas or any other data point you collect during
onboarding, such as industry or role, to examine user behaviour.

This enables you to discover how different user cohorts interact with your product in different
ways, allowing you to find the most valuable user cohorts – those who are the most engaged
and use the most product features.

Product teams may now prioritise the most-used features, while growth teams can discover
spots of friction in the user experience and boost the product adoption.

Mixpanel
Mixpanel is a major product analytics software firm
that currently assists customers around the world in
answering 81 million product queries each year. Our
groundbreaking event-based tracking technology
enables product teams to better understand how to
acquire, convert, and retain consumers across online
and mobile platforms.

Mixpanel is a powerful, adaptable, and easy-to-use

tool that allows teams to learn from their user data
and quickly innovate in order to create winning
solutions. In our effort to provide the most in-depth
product analytics that everyone can use and trust,
we now serve approximately 6,000 paying
customers across seven offices around the world.

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5. Product Analytics:

Amplitude
Amplitude is the Digital Optimization System.
Powered by the proprietary Amplitude Behavioral
Graph, the Digital Optimization System enables
organizations to see and predict which combination
of features and actions translate to business
outcomes – from loyalty to lifetime value – and
intelligently adapt each experience in real-time
based on these insights. Amplitude is the brain
behind more than 45,000 digital products at over
1,000 enterprise customers and 23 of the Fortune
100, helping them innovate faster and smarter by
answering the strategic question: "How do our digital
products drive our business?"

ReviewAnalytics
ReviewAnalytics is a User Intelligence tool to equip
Product-Led organizations understand their users’
activities better to provide real time data-backed
actionable insights to address the underlying
issues.
Organizations have petabytes of unstructured data
lost in silos within the organization, that could be
utilised to generate user-level insights and answer
the why behind what of user actions performed to
make accurate product decisions.

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5. Product Analytics:

Heap.io
Heap is a digital insights platform that enables
fast-moving digital teams to understand and improve
digital experiences. We believe that every person
deserves a great digital experience and every
builder should have the toolkit to create them.
Heap’s complete dataset, natively integrated data
science, and qualitative analytics enable you to
quickly pinpoint the most valuable insights and act
with confidence.

Vitally
Vitally helps B2B SaaS teams like Segment, Zapier,
and Productboard to deeply understand their
customers and empower every customer success
manager to 10x their effectiveness through powerful
assistive automation.

By quickly unifying disparate product and customer

data into an incredibly powerful and easy-to-use
platform, Vitally allows teams to rapidly implement
better customer success processes and have an
immediate impact..

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6. Product Payment:

Customers want digital items to add value to their lives. This value is frequently, but not
always, exchanged for money. This money is moved between the company and the
customer, and early-stage products frequently die due to a lack of solid monetization
techniques. It goes without saying that payments are an important aspect of the product
industry.

ChargeBee
Are you looking for a comprehensive end-to-end
subscription management and invoicing solution?
ChargeBee might be a good fit for you. To begin,
you can establish customized subscription plans
and alter them as your needs change. You also get
a customer self-service site and trial membership
choices, as well as invoicing and reporting built-in.

Stripe
Stripe is quickly becoming the go-to payment
platform for anything SaaS. Stripe's APIs and
software can be used to receive and process
payments by any company, large or small. But
that's not all. Stripe may also be used to send
payments and manage funds in one unified
dashboard with a lot of handy aesthetic
components. A comprehensive and
simple-to-integrate payment suite ideal for
self-service.

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6. Product Payment:

PayPal
PayPal is one of the largest online payment
processors in the world. It secures all your
transactions with their 24x7 There are also fraud
Prevention measures.

Adyen
Adyen is the financial technology platform of choice
for leading companies. By providing end-to-end
payments capabilities, data-driven insights, and
financial products in a single global solution, Adyen
helps businesses achieve their ambitions faster.
With offices around the world, Adyen works with the
likes of Facebook, Uber, H&M, eBay, and Microsoft.

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7. Product Adoption:

The process through which people become aware of your product or software and begin to
use it to achieve their objectives is known as product adoption. While acquisition is
concerned with bringing traffic to your site, adoption is concerned with converting those
visitors into users.

Userpilot
Userpilot allows product and customer success
teams to build a range of custom product
experience flows without using any code. The flow
builder enables the customization of all parts of
the UI, including buttons, boxes, images,
backgrounds, colors, and more, to match
company branding and product themes. In-app
experiences can be A/B tested to identify and
optimize the best performers. Experiences are
triggered by in-app user behaviors, such as page
and mouse events, and can be targeted to
specific user personas based on their attributes or
behaviors.

Pendo
PLG companies know how to direct their clients to
the right spots where they can demonstrate value.
Pendo assists with this by allowing users to build
engaging digital experiences. To drive growth, this
begins with smooth onboarding and greater
stickiness. How is this accomplished? User
behavior and insights generated by your traffic are
used to produce guidance pieces and important
messages.

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8. Marketing Automation:

All businesses want to increase revenue and grow more quickly at a lesser cost. Many
businesses, however, struggle to connect their people, processes, and technology in order
to achieve these objectives.

This is a problem that marketing automation solves. It allows businesses to streamline,

automate, and track marketing operations and workflows in order to improve operational
efficiency and accelerate revenue growth. This type of software enables businesses to sell
more efficiently across many channels and automate monotonous operations. Many
modern marketing activities, such as lead generation, segmentation, lead nurturing and
scoring, relationship marketing, cross-sell and upsell, retention, ROI measurement, and
account-based marketing, are made possible by marketing automation.

HubSpot
HubSpot is a leading CRM platform that provides
software and support to help businesses grow
better. HubSpot includes marketing, sales, service,
and website management products that start free
and scale to meet our customers’ needs at any
stage of growth. Thousands of customers around
the world use our powerful and easy-to-use tools
and integrations to attract, engage, and delight
customers.

Sprout Social
Among the social automation tools on our list,
Sprout Social has one of the most comprehensive
feature sets, with uniquely built solutions for
everything from social management and marketing
to customer service, staff advocacy, and analytics
and insight. The publishing component of Sprout
Social's service is also ideal for teams, allowing
them to cooperate on strategy and execution.

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10
Summary
Summary

Clearly, PLG is not a “set it and forget it” strategy. It’s not a quick fix — and transitioning to
product-led growth from a sales-led or marketing-led approach requires more alignment, more
dedication, and (at least initially) more effort from just about every person in your company. It’s
a business methodology that upends the traditional order of doing things.

Product is the key element Make a lovable product that

for marketing compels users to turn into
advocates

Strategize, execute and

User experience is the monitor new growth-related
priority experiments monthly

Focus on target segmentation Paywalls do not appear until

and tailor buyer journey as per the customer has seen the
segmentation real value

Product-led companies take a bottom-up, lower-touch approach to new customer acquisition.

A freemium or free trial initiates the flywheel and because the product itself does much of the
sales, marketing, and support work—it results in a lower customer acquisition cost (CAC) and
shorter sales cycles. The smaller deal size inherent in a PLG approach also means higher
revenue diversity, and can minimize the impact of losing individual accounts.

Product-led growth begins with the product—that’s obvious. But what makes PLG so powerful
is that momentum is maintained and exponentially grown by the increased inbound interest
and word-of-mouth promotion that comes from having a well-designed product.

Reach out to us if you are looking to democratize Product-Led Growth!

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