{"id":20454,"date":"2022-04-08T10:31:58","date_gmt":"2022-04-08T07:31:58","guid":{"rendered":"https:\/\/affise.com\/?p=20454"},"modified":"2025-08-11T16:47:45","modified_gmt":"2025-08-11T13:47:45","slug":"product-led-marketing-growth","status":"publish","type":"post","link":"https:\/\/affise.com\/blog\/product-led-marketing-growth\/","title":{"rendered":"What is Product Led Marketing Growth? Here\u2019s 3 Steps to Achieve it"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"20454\" class=\"elementor elementor-20454\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7a53d5e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7a53d5e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3c9700f\" data-id=\"3c9700f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d8603b3 elementor-widget elementor-widget-text-editor\" data-id=\"d8603b3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 13-03-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><span style=\"font-weight: 400;\">Every now and then, new marketing concepts grow from <\/span><span style=\"font-weight: 400;\">word-of-mouth<\/span><span style=\"font-weight: 400;\"> ideas to becoming part of the business lexicon. Companies claim to be \u201ccustomer-centric\u201d and <\/span><span style=\"font-weight: 400;\">startups<\/span><span style=\"font-weight: 400;\"> base success on terms like \u201cgrowth hacking.\u201d<\/span><\/p><p><span style=\"font-weight: 400;\">If you\u2019ve been living under a rock for the past decade, you may have missed out on the modern evolution in how companies build and market products to their customers. It\u2019s what companies like <\/span><span style=\"font-weight: 400;\">Slack<\/span><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">Dropbox<\/span><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">Hubspot,<\/span><span style=\"font-weight: 400;\"> and more champion. What we\u2019re talking about is product led marketing, also known as <\/span><span style=\"font-weight: 400;\">product led growth<\/span><span style=\"font-weight: 400;\"> (<\/span><span style=\"font-weight: 400;\">PLG<\/span><span style=\"font-weight: 400;\">).<\/span><\/p><h2><span style=\"font-weight: 400;\">What is Product Led Marketing?<\/span><\/h2><p><span style=\"font-weight: 400;\">Product led marketing is where a business depends on its product to facilitate the <\/span><span style=\"font-weight: 400;\">customer journey<\/span><span style=\"font-weight: 400;\"> from lead generation, to <\/span><span style=\"font-weight: 400;\">customer success,<\/span><span style=\"font-weight: 400;\"> to conversion. The product is the primary driver of <\/span><span style=\"font-weight: 400;\">customer acquisition<\/span><span style=\"font-weight: 400;\">. Companies typically accomplish this by offering a free trial or <\/span><span style=\"font-weight: 400;\">freemium<\/span><span style=\"font-weight: 400;\"> version of their product.<\/span><\/p><h2><span style=\"font-weight: 400;\">What is a <\/span><span style=\"font-weight: 400;\">Product Led Growth Strategy<\/span><span style=\"font-weight: 400;\">?<\/span><\/h2><p><span style=\"font-weight: 400;\">Product led marketing is a business strategy that aligns the entire efforts of an organization from product development, to sales and marketing. Every department approaches the same goal from a different angle. Working together, a <\/span><span style=\"font-weight: 400;\">product led growth strategy<\/span><span style=\"font-weight: 400;\"> focuses on solving problems for the <\/span><span style=\"font-weight: 400;\">end-user.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-99f1a23 elementor-widget elementor-widget-image\" data-id=\"99f1a23\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 13-03-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1999\" height=\"887\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/03\/Product-Led-Growth-Strategy.png\" class=\"attachment-large size-large wp-image-20459\" alt=\"Product Led Growth Strategy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5a32729 elementor-widget elementor-widget-text-editor\" data-id=\"5a32729\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Image source: <\/span><a href=\"https:\/\/www.productled.org\/foundations\/what-is-product-led-growth\"><span style=\"font-weight: 400;\">Productled<\/span><\/a><\/p><h3><span style=\"font-weight: 400;\">Sales<\/span><\/h3><p><span style=\"font-weight: 400;\">The products and services on offer cannot have a paywall that eliminates their usefulness to the <\/span><span style=\"font-weight: 400;\">end-user<\/span><span style=\"font-weight: 400;\">. Unlike other growth strategies, there\u2019s no need for performance-boosting <\/span><a href=\"https:\/\/www.dialpad.com\/blog\/sales-ai\/\"><span style=\"font-weight: 400;\">sales AI<\/span><\/a><span style=\"font-weight: 400;\">. You boost transaction conversion by boosting the product experience for the user.<\/span><\/p><p><span style=\"font-weight: 400;\">Customer success<\/span><span style=\"font-weight: 400;\"> should be achieved before any transactional call to action. The <\/span><span style=\"font-weight: 400;\">sales team<\/span><span style=\"font-weight: 400;\"> will need to be available to help meet the use-case needs of customers when the decision-makers are ready to buy.\u00a0<\/span><\/p><h3><span style=\"font-weight: 400;\">Marketing<\/span><\/h3><p><span style=\"font-weight: 400;\">There will be less ad and marketing spend with a <\/span><span style=\"font-weight: 400;\">product led growth strategy<\/span><span style=\"font-weight: 400;\">. Instead, the focus should be on reducing friction for customers to become users of the product. <\/span><span style=\"font-weight: 400;\">Word-of-mouth<\/span><span style=\"font-weight: 400;\"> marketing will be a key component. Think of the end-user as your <\/span><a href=\"https:\/\/affise.com\/blog\/benefits-of-ecommerce-partnerships\/\"><span style=\"font-weight: 400;\">marketing partner<\/span><\/a><span style=\"font-weight: 400;\">. But the product itself should be taking the time to sell its benefits to the customer and their colleagues.<\/span><\/p><h3><span style=\"font-weight: 400;\">Success<\/span><\/h3><p><span style=\"font-weight: 400;\">Product led growth<\/span><span style=\"font-weight: 400;\"> is all about <\/span><span style=\"font-weight: 400;\">customer success<\/span><span style=\"font-weight: 400;\">. If the users cannot quickly and easily have that \u201caha\u201d moment with your free product, they will likely stop using it. And you can\u2019t even dream of getting <\/span><span style=\"font-weight: 400;\">paying customers<\/span><span style=\"font-weight: 400;\"> at that point.\u00a0<\/span><\/p><h3><span style=\"font-weight: 400;\">Engineering<\/span><\/h3><p><span style=\"font-weight: 400;\">The heart and soul of your product is what it can do for the <\/span><span style=\"font-weight: 400;\">end-user<\/span><span style=\"font-weight: 400;\">. What pain or frustration can it solve for your customer? <\/span><span style=\"font-weight: 400;\">Product led growth<\/span><span style=\"font-weight: 400;\"> only works if your product is engineered to work for them. This requires research into and empathy with the regular users of your product.<\/span><\/p><h3><span style=\"font-weight: 400;\">Design<\/span><\/h3><p><span style=\"font-weight: 400;\">Today, design appears to be the king when it comes to product appeal. A well-designed product will reduce the friction between your user and their success. But with <\/span><span style=\"font-weight: 400;\">product led growth<\/span><span style=\"font-weight: 400;\">, intuitive product design is also part of your marketing strategy. The more user-friendly your product, the more easily other users will be able to adopt it.\u00a0<\/span><\/p><h2><span style=\"font-weight: 400;\">3 Pillars of <\/span><span style=\"font-weight: 400;\">Product Led Growth<\/span><\/h2><p><span style=\"font-weight: 400;\">Product led growth<\/span><span style=\"font-weight: 400;\"> helps to align all aspects of the business. The goal is always the same, to drive acquisition and increase recurring revenue while <\/span><a href=\"https:\/\/www.dialpad.com\/blog\/how-to-scale-a-business\/\"><span style=\"font-weight: 400;\">scaling a business<\/span><\/a><span style=\"font-weight: 400;\">. But to reach those goals, any business needs to base its strategy on the three pillars of <\/span><span style=\"font-weight: 400;\">product led growth<\/span><span style=\"font-weight: 400;\">.<\/span><\/p><h3><span style=\"font-weight: 400;\">1. Design for the <\/span><span style=\"font-weight: 400;\">End-User<\/span><\/h3><p><span style=\"font-weight: 400;\">With <\/span><span style=\"font-weight: 400;\">PLG<\/span><span style=\"font-weight: 400;\">, it\u2019s not all about the numbers, it\u2019s about people. Before you can properly design the product, you need to have a deep understanding of who your users are and how you can help them. Your <\/span><span style=\"font-weight: 400;\">product team<\/span><span style=\"font-weight: 400;\"> needs to listen to the feedback of its users and make meaningful improvements.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Even when a product launches, your team should monitor the needs of your <\/span><span style=\"font-weight: 400;\">user base<\/span><span style=\"font-weight: 400;\">. As issues and suggestions come back, they will only help you further enhance your product. The better your product gets, the easier it will be for <\/span><span style=\"font-weight: 400;\">customer success<\/span><span style=\"font-weight: 400;\"> and user adoption.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-845acb0 elementor-widget elementor-widget-html\" data-id=\"845acb0\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\n    .blog-intro .blog-intro__title_center {\n    top: 30%;\n    max-width: 500px;\n    margin: 0;\n}\n<\/style>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-135adc4 elementor-widget elementor-widget-image\" data-id=\"135adc4\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1197\" height=\"555\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/03\/End-User.png\" class=\"attachment-large size-large wp-image-20455\" alt=\"End-User\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ef0c748 elementor-widget elementor-widget-text-editor\" data-id=\"ef0c748\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">For example, when it comes to partner marketing, the Affise platform can be tailored to suit a variety of use cases. It has unique software suites suited to different business types and the needs of any user. The service also gives users fully <\/span><a href=\"https:\/\/affise.com\/analytics\/\"><span style=\"font-weight: 400;\">customizable dashboards<\/span><\/a><span style=\"font-weight: 400;\"> and reporting in any way they see fit.\u00a0<\/span><\/p><h3><span style=\"font-weight: 400;\">2. Capturing Value<\/span><\/h3><p><span style=\"font-weight: 400;\">The last time we checked, the goal of businesses hasn\u2019t changed much in several millennia. We all are working together to nudge the customer towards that lovely precipice where they hand us their cash (or credit card) and parachute off with recurring payments!<\/span><\/p><p><span style=\"font-weight: 400;\">But to have successful <\/span><span style=\"font-weight: 400;\">product-led growth<\/span><span style=\"font-weight: 400;\">, we need to reprogram how we think. <\/span><span style=\"font-weight: 400;\">PLG<\/span><span style=\"font-weight: 400;\"> is a <\/span><span style=\"font-weight: 400;\">bottom-up<\/span><span style=\"font-weight: 400;\"> form of marketing. We hand the product to the users as their entry point to the sales funnel, but they haven\u2019t given us any money yet. And if we don\u2019t give them any reason to, then they never will.<\/span><\/p><p><span style=\"font-weight: 400;\">When you\u2019re letting your products lead the way, you need users to observe their usefulness during their <\/span><span style=\"font-weight: 400;\">self-serve<\/span><span style=\"font-weight: 400;\"> free trial or <\/span><span style=\"font-weight: 400;\">freemium<\/span><span style=\"font-weight: 400;\"> use. They need to experience the joy of eliminating <\/span><span style=\"font-weight: 400;\">pain points<\/span><span style=\"font-weight: 400;\"> or resolving an ongoing problem in their daily work.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">This can only happen if your products have useful features and are highly functional. But you also need a streamlined <\/span><span style=\"font-weight: 400;\">onboarding<\/span><span style=\"font-weight: 400;\"> process whereby customers can quickly achieve a meaningful action where success occurs.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Just how involved the <\/span><span style=\"font-weight: 400;\">onboarding<\/span><span style=\"font-weight: 400;\"> process is depends on several factors. If your product is straightforward, then the design and engineering should make that self-evident.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">If your free product has layers of complexity, then channels for support and human touchpoints should be readily available. <\/span><span style=\"font-weight: 400;\">New users<\/span><span style=\"font-weight: 400;\"> should be directed to the right resources to match their specific use cases. This could range from <\/span><a href=\"https:\/\/affise.com\/affiliate-marketing-fraud\/\"><span style=\"font-weight: 400;\">fraud prevention<\/span><\/a> <span style=\"font-weight: 400;\">functionality<\/span><span style=\"font-weight: 400;\"> to app documentation and integrations.\u00a0<\/span><\/p><h3><span style=\"font-weight: 400;\">3. Invest in the Product With Go-To-Market Intent<\/span><\/h3><p><span style=\"font-weight: 400;\">The early stages of product development are all about hypothesis and experimentation. When you\u2019re forming a <\/span><span style=\"font-weight: 400;\">product led growth strategy<\/span><span style=\"font-weight: 400;\">, you have to consider all aspects of the campaign during development. Each component of <\/span><span style=\"font-weight: 400;\">PLG<\/span><span style=\"font-weight: 400;\"> must be built into the product.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Otherwise, you will have a nice product on your hands, but it won\u2019t be ready for a <\/span><span style=\"font-weight: 400;\">go-to-market strategy<\/span><span style=\"font-weight: 400;\">. This is because the product won\u2019t be able to drive acquisition, conversion, and market expansion without the proper internals. Any app or service will only be a go-to-market product if it has:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The ability to measure data, compile <\/span><span style=\"font-weight: 400;\">metrics,<\/span><span style=\"font-weight: 400;\"> and track user behavior.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Functionality<\/span><span style=\"font-weight: 400;\"> for growth and improvement with time as your <\/span><span style=\"font-weight: 400;\">user base<\/span><span style=\"font-weight: 400;\"> increases.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Built-in readiness for testing of feedback-based improvements for the <\/span><span style=\"font-weight: 400;\">end-user<\/span><span style=\"font-weight: 400;\">.<\/span><\/li><\/ul><h2><span style=\"font-weight: 400;\">Major Components of a <\/span><span style=\"font-weight: 400;\">Product Led Growth Strategy<\/span><\/h2><h3><span style=\"font-weight: 400;\">Product is the Key Channel<\/span><\/h3><p><span style=\"font-weight: 400;\">Your product is the main vehicle for all of your marketing efforts. Keep the interface clean but make sure users can see useful features gained when upgrading to a paying subscription. Use the product to effectively communicate onboarding and upsell opportunities.<\/span><\/p><h3><span style=\"font-weight: 400;\">Viral Effect<\/span><\/h3>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-98132f8 elementor-widget elementor-widget-image\" data-id=\"98132f8\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1356\" height=\"859\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/03\/Viral-Effect.png\" class=\"attachment-large size-large wp-image-20462\" alt=\"Viral Effect\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e7ec2f0 elementor-widget elementor-widget-text-editor\" data-id=\"e7ec2f0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Image source: <\/span><a href=\"https:\/\/viral-loops.com\/blog\/dropbox-grew-3900-simple-referral-program\/\"><span style=\"font-weight: 400;\">viral-loops<\/span><\/a><\/p><p><span style=\"font-weight: 400;\">Your product needs to have a built-in <\/span><span style=\"font-weight: 400;\">virality<\/span><span style=\"font-weight: 400;\">. This means it should be designed with shareability in mind. A great example of this is the success of <\/span><span style=\"font-weight: 400;\">Dropbox<\/span><span style=\"font-weight: 400;\"> and its product led approach. In their <\/span><span style=\"font-weight: 400;\">freemium model<\/span><span style=\"font-weight: 400;\">, users could gain permanent storage upgrades by successfully referring other users.<\/span><\/p><h3><span style=\"font-weight: 400;\">Collaborate\u00a0<\/span><\/h3><p><span style=\"font-weight: 400;\">Product led marketing is a company-wide effort. Every member of the team should be aligned with the goals of a product led strategy. There are no silos here. Open communication between departments is a must. And each touchpoint should be tailored to driving acquisition and conversions through <\/span><span style=\"font-weight: 400;\">customer success<\/span><span style=\"font-weight: 400;\">. This includes <\/span><span style=\"font-weight: 400;\">user onboarding<\/span><span style=\"font-weight: 400;\">, the eventual sales process, and <\/span><span style=\"font-weight: 400;\">retention<\/span><span style=\"font-weight: 400;\">.<\/span><\/p><h3><span style=\"font-weight: 400;\">Pay Attention to <\/span><span style=\"font-weight: 400;\">User Experience<\/span><\/h3><p><span style=\"font-weight: 400;\">First things first, it\u2019s all about the <\/span><span style=\"font-weight: 400;\">user experience<\/span><span style=\"font-weight: 400;\">. You and your team can improve this by minimizing friction at every step of the process. Make it easy for users to understand the main benefits of your product and gain access to the free trial or <\/span><span style=\"font-weight: 400;\">freemium<\/span><span style=\"font-weight: 400;\"> version.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">From there, you need to have an intuitive design and streamlined <\/span><span style=\"font-weight: 400;\">onboarding<\/span><span style=\"font-weight: 400;\"> process to ensure rapid time to value (TTV). Any difficulties or delays in user success means they will likely move on to another <\/span><span style=\"font-weight: 400;\">freemium<\/span><span style=\"font-weight: 400;\"> product. But if you give them that lightbulb moment painlessly, they will gladly help you acquire more <\/span><span style=\"font-weight: 400;\">new users<\/span><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4446939 elementor-widget elementor-widget-image\" data-id=\"4446939\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1028\" height=\"351\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/03\/User-Experience.png\" class=\"attachment-large size-large wp-image-20461\" alt=\"User Experience\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-301bbf1 elementor-widget elementor-widget-text-editor\" data-id=\"301bbf1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Affise reduces friction by having a user-friendly interface, detailed analytics, and automation tools. But it goes a step further making it easy for businesses to <\/span><a href=\"https:\/\/affise.com\/blog\/affiliate-program-migration-how-to-migrate-to-affise\/\"><span style=\"font-weight: 400;\">migrate affiliate programs<\/span><\/a><span style=\"font-weight: 400;\"> to the platform. This is accomplished painlessly with the migration tool <\/span><a href=\"https:\/\/affise.com\/cpapi\/\"><span style=\"font-weight: 400;\">CPAPI<\/span><\/a><span style=\"font-weight: 400;\"> which seamlessly connects offer sources to Affise.<\/span><\/p><h3><span style=\"font-weight: 400;\">Build on <\/span><span style=\"font-weight: 400;\">Self-Service<\/span><span style=\"font-weight: 400;\"> Funnels<\/span><\/h3><p><span style=\"font-weight: 400;\">With the <\/span><span style=\"font-weight: 400;\">product-led growth model<\/span><span style=\"font-weight: 400;\">, your acquisition and conversion will be solely driven by <\/span><span style=\"font-weight: 400;\">self-service<\/span><span style=\"font-weight: 400;\"> funnels. This saves on ad spend and <\/span><span style=\"font-weight: 400;\">marketing team<\/span><span style=\"font-weight: 400;\"> resources. But it also prevents you from bloating the business with too many customer-facing roles.<\/span><\/p><p><span style=\"font-weight: 400;\">Have faith in your product to lead the way. If your product isn\u2019t as simple as, say Clicking a button to <\/span><span style=\"font-weight: 400;\">zoom<\/span><span style=\"font-weight: 400;\"> into a video conference, then direct the user to educational resources. These can be placed in the app or sent in a welcome email.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Use clear copy to guide users to the right place so they can learn how to use your product. You can use questionnaires and surveys the first time users load up your platform. Just a few simple questions can help you guide the user to the success they desire.<\/span><\/p><p><span style=\"font-weight: 400;\">At some point, with enough expansion, you will need more knowledgeable <\/span><span style=\"font-weight: 400;\">salespeople<\/span><span style=\"font-weight: 400;\"> and customer service personnel. These teams will help be there to meet the niche needs of enterprise customers and large businesses.<\/span><\/p><h3><span style=\"font-weight: 400;\">Run Growth-Related Experiments<\/span><\/h3><p><span style=\"font-weight: 400;\">At every step of your <\/span><span style=\"font-weight: 400;\">PLG strategy<\/span><span style=\"font-weight: 400;\">, your business should be looking to improve growth. This means experimenting with things like the <\/span><span style=\"font-weight: 400;\">signup process<\/span><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">product features<\/span><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">onboarding experience<\/span><span style=\"font-weight: 400;\">, and <\/span><span style=\"font-weight: 400;\">pricing<\/span><span style=\"font-weight: 400;\">. These are all part of the <\/span><span style=\"font-weight: 400;\">customer journey<\/span><span style=\"font-weight: 400;\">. Don\u2019t just mess around with your user <\/span><span style=\"font-weight: 400;\">roadmap<\/span><span style=\"font-weight: 400;\"> on a whim. Base experiments on data like <\/span><span style=\"font-weight: 400;\">conversion rates<\/span><span style=\"font-weight: 400;\"> and app usage.\u00a0<\/span><\/p><h3><span style=\"font-weight: 400;\">Personalize the <\/span><span style=\"font-weight: 400;\">Onboarding<\/span><span style=\"font-weight: 400;\"> Process<\/span><\/h3><p><span style=\"font-weight: 400;\">We\u2019ve mentioned it before, but the best way to improve the <\/span><span style=\"font-weight: 400;\">product experience<\/span><span style=\"font-weight: 400;\"> is to track app usage and user behavior. This will let you make sure you can help the user get where they want to go. By tailoring the <\/span><span style=\"font-weight: 400;\">onboarding<\/span><span style=\"font-weight: 400;\"> process for a reduced TTV, you will help the user realize you have a <\/span><span style=\"font-weight: 400;\">great product<\/span><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Tracking user <\/span><span style=\"font-weight: 400;\">activity<\/span><span style=\"font-weight: 400;\"> can help with more than just <\/span><span style=\"font-weight: 400;\">onboarding<\/span><span style=\"font-weight: 400;\">. It can also help with things like <\/span><a href=\"https:\/\/www.ve.com\/blog\/email-retargeting\"><span style=\"font-weight: 400;\">email retargeting<\/span><\/a><span style=\"font-weight: 400;\"> and upsell opportunities. Use in-app <\/span><span style=\"font-weight: 400;\">functions<\/span><span style=\"font-weight: 400;\"> or <\/span><span style=\"font-weight: 400;\">product marketing<\/span><span style=\"font-weight: 400;\"> emails to recommend paid features that will be most beneficial based on each user\u2019s platform usage.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8f21fca elementor-widget elementor-widget-image\" data-id=\"8f21fca\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1263\" height=\"698\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/03\/Personalize-Onboarding-Process.png\" class=\"attachment-large size-large wp-image-20458\" alt=\"Personalize Onboarding Process\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1bf299a elementor-widget elementor-widget-text-editor\" data-id=\"1bf299a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Image source: <\/span><a href=\"https:\/\/slack.com\/\"><span style=\"font-weight: 400;\">Slack<\/span><span style=\"font-weight: 400;\">.com<\/span><\/a><\/p><p><span style=\"font-weight: 400;\">A great example of <\/span><span style=\"font-weight: 400;\">PLG<\/span> <span style=\"font-weight: 400;\">onboarding<\/span><span style=\"font-weight: 400;\"> comes from work communications platform <\/span><span style=\"font-weight: 400;\">Slack<\/span><span style=\"font-weight: 400;\">. The product is advertised as a way for businesses to organize how they work. But the app has been painstakingly designed with the <\/span><span style=\"font-weight: 400;\">end-user<\/span><span style=\"font-weight: 400;\"> in mind. Everything about the user interface aims to please.<\/span><\/p><h3><span style=\"font-weight: 400;\">Segment Users<\/span><\/h3><p><span style=\"font-weight: 400;\">User feedback and app <\/span><span style=\"font-weight: 400;\">activity<\/span><span style=\"font-weight: 400;\"> tracking data allow you to segment your users with as much granularity as needed. For <\/span><span style=\"font-weight: 400;\">PLG companies<\/span><span style=\"font-weight: 400;\">, everything depends on the entire buyer\u2019s journey as a whole. The <\/span><span style=\"font-weight: 400;\">product\u2019s value<\/span><span style=\"font-weight: 400;\"> helps to qualify leads.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The journey might look different than more traditional <\/span><span style=\"font-weight: 400;\">business models<\/span><span style=\"font-weight: 400;\">. But it\u2019s the <\/span><span style=\"font-weight: 400;\">customer experience<\/span><span style=\"font-weight: 400;\"> that moves everything forward. Use segmentation to tailor every step of the <\/span><span style=\"font-weight: 400;\">customer journey<\/span><span style=\"font-weight: 400;\">.<\/span><\/p><h2><span style=\"font-weight: 400;\">How Do You Achieve Product Growth?<\/span><\/h2><p><span style=\"font-weight: 400;\">There are several ways in which you can boost <\/span><span style=\"font-weight: 400;\">product led growth<\/span><span style=\"font-weight: 400;\">. Here are a few of the best practices to drive a product led approach.<\/span><\/p><h3><span style=\"font-weight: 400;\">Start With Stuff Under the Hood<\/span><\/h3>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6b3e3a4 elementor-widget elementor-widget-image\" data-id=\"6b3e3a4\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1470\" height=\"980\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/03\/Start-With-Stuff-Under-the-Hood.png\" class=\"attachment-large size-large wp-image-20463\" alt=\"Start With Stuff Under the Hood\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1446a02 elementor-widget elementor-widget-text-editor\" data-id=\"1446a02\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Everything in <\/span><span style=\"font-weight: 400;\">PLG<\/span><span style=\"font-weight: 400;\"> starts with a check of the engine; that is, the product itself. If you don\u2019t have a <\/span><span style=\"font-weight: 400;\">great product<\/span><span style=\"font-weight: 400;\"> that meets the needs of your target market, then what\u2019s the point? This is true for <\/span><span style=\"font-weight: 400;\">SaaS companies<\/span><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/affise.com\/affiliate-management-platform-for-ecommerce-retail\/\"><span style=\"font-weight: 400;\">ecommerce<\/span><\/a><span style=\"font-weight: 400;\">, or any industry.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The difference is that with product led marketing, you need to think not just about your target market but your <\/span><span style=\"font-weight: 400;\">end-user<\/span><span style=\"font-weight: 400;\">. Those are the real people that will help drive <\/span><span style=\"font-weight: 400;\">customer acquisition<\/span><span style=\"font-weight: 400;\">. When building and developing your product, you will need to answer several questions:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Who are your <\/span><span style=\"font-weight: 400;\">end-users<\/span><span style=\"font-weight: 400;\">?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What are their <\/span><span style=\"font-weight: 400;\">pain points<\/span><span style=\"font-weight: 400;\">?<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How can your product solve a problem for them?<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Having validated use cases is only one side of the coin. Your <\/span><span style=\"font-weight: 400;\">product managers<\/span><span style=\"font-weight: 400;\"> need to ensure your platform is light and easy to use. The product needs to be designed for frictionless success. The marketing and CS teams can collaborate to ensure in-app promptings and <\/span><span style=\"font-weight: 400;\">onboarding<\/span><span style=\"font-weight: 400;\"> features make this happen.<\/span><\/p><h3><span style=\"font-weight: 400;\">Build Viral Elements Into Your Product<\/span><\/h3><p><span style=\"font-weight: 400;\">We already mentioned the massive success of <\/span><span style=\"font-weight: 400;\">Dropbox<\/span><span style=\"font-weight: 400;\">. The cloud storage provider was able to maximize <\/span><span style=\"font-weight: 400;\">product qualified leads<\/span><span style=\"font-weight: 400;\"> via their mega-successful <\/span><span style=\"font-weight: 400;\">referral<\/span><span style=\"font-weight: 400;\"> program. This helped the company vault to one billion in sales before making its IPO.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">You may not be able to capture lightning in a bottle like <\/span><span style=\"font-weight: 400;\">Dropbox<\/span><span style=\"font-weight: 400;\">. But you can take inspiration from their story. Adding incentivized <\/span><span style=\"font-weight: 400;\">freemium<\/span><span style=\"font-weight: 400;\"> upgrades is only one way to craft <\/span><span style=\"font-weight: 400;\">virality<\/span><span style=\"font-weight: 400;\"> into your product. For many businesses, permanent user upgrades could prove costly in several ways.\u00a0<\/span><\/p><h4><span style=\"font-weight: 400;\">You Don\u2019t Need Referral Incentives<\/span><\/h4><p><span style=\"font-weight: 400;\">For another example of <\/span><span style=\"font-weight: 400;\">virality<\/span><span style=\"font-weight: 400;\">, let\u2019s take a look at the <\/span><span style=\"font-weight: 400;\">Calendly<\/span><span style=\"font-weight: 400;\"> platform. To start, they check the first box off. They\u2019ve solved a common <\/span><span style=\"font-weight: 400;\">pain point<\/span><span style=\"font-weight: 400;\"> for their <\/span><span style=\"font-weight: 400;\">end-users<\/span><span style=\"font-weight: 400;\"> when it comes to business meetings. Most everyone knows how annoying and frustrating it can be to schedule a meeting.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e464b67 elementor-widget elementor-widget-image\" data-id=\"e464b67\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"946\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/03\/Referral-Incentives.png\" class=\"attachment-large size-large wp-image-20460\" alt=\"Referral Incentives\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7fadc16 elementor-widget elementor-widget-text-editor\" data-id=\"7fadc16\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Image source: <\/span><a href=\"https:\/\/help.calendly.com\/hc\/en-us\/articles\/360040973354-Mutual-availability-overview\"><span style=\"font-weight: 400;\">Calendly<\/span><\/a><\/p><p><span style=\"font-weight: 400;\">But there is a subtle stroke of brilliance with how <\/span><span style=\"font-weight: 400;\">Calendly<\/span> <span style=\"font-weight: 400;\">functions<\/span><span style=\"font-weight: 400;\">. Users schedule meetings in the app and send a link. When the recipient views the meeting invite, they are already being marketed to by \u201cpowered by Calendly\u201d in the top corner.<\/span><\/p><p><span style=\"font-weight: 400;\">The attendee is likely thinking, \u201cyou know what, scheduling meetings IS a pain\u201d. Impressed with the usefulness of the product, they can click a link to sign up for the service themselves. This is the beginning of a viral loop that grows exponentially with more use.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Your product will be different. It might be for <\/span><span style=\"font-weight: 400;\">messaging<\/span><span style=\"font-weight: 400;\">, managing <\/span><span style=\"font-weight: 400;\">workflows<\/span><span style=\"font-weight: 400;\">, or something else. But use the product itself to create shareability. This can be with built-in features or the general use case (like <\/span><span style=\"font-weight: 400;\">Calendly<\/span><span style=\"font-weight: 400;\">).\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Or you can get more creative with <\/span><span style=\"font-weight: 400;\">referral<\/span><span style=\"font-weight: 400;\"> incentives. Maybe discount or credit <\/span><span style=\"font-weight: 400;\">referrers<\/span><span style=\"font-weight: 400;\"> 10$ or 20$ towards their subscriptions. You can also offer percentage discounts (10-20 percent) that might be more appealing for B2B customers.<\/span><\/p><h3><span style=\"font-weight: 400;\">Identify a Few Key Users Who are Influencers\u00a0<\/span><\/h3><p><span style=\"font-weight: 400;\">Product led marketing isn\u2019t really about ad spend and active promotion. However, it can always pay dividends to partner up with the right influencers on social media. This can work wonders if you manage to impress a few key influencers with large networks and followings on platforms like LinkedIn or Facebook.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-05f4a39 elementor-widget elementor-widget-image\" data-id=\"05f4a39\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1034\" height=\"537\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/03\/Few-Key-Users-Who-are-Influencers.png\" class=\"attachment-large size-large wp-image-20456\" alt=\"Few Key Users Who are Influencers\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-63647a6 elementor-widget elementor-widget-text-editor\" data-id=\"63647a6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Finding the right influencers may be time-consuming and distracting. You should look to a solution like Affise that can help <\/span><a href=\"https:\/\/affise.com\/reach\/\"><span style=\"font-weight: 400;\">connect partners<\/span><\/a><span style=\"font-weight: 400;\"> to reach your target audience. With the right network built, you should be able to build a strong user base to take the reins of marketing your product.\u00a0<\/span><\/p><h2><span style=\"font-weight: 400;\">Importance of <\/span><span style=\"font-weight: 400;\">Product Led Growth<\/span><span style=\"font-weight: 400;\"> Today<\/span><\/h2><p><span style=\"font-weight: 400;\">It seems that many in the marketing world spent several of the past years hailing <\/span><span style=\"font-weight: 400;\">product-led growth<\/span><span style=\"font-weight: 400;\"> as the future. Well, we have news for you. The future is already here. Consumers shop differently than before.\u00a0<\/span><\/p><h3><span style=\"font-weight: 400;\">It\u2019s a Brave New World<\/span><\/h3><p><span style=\"font-weight: 400;\">Advertisements and <\/span><span style=\"font-weight: 400;\">sales reps<\/span><span style=\"font-weight: 400;\"> are no longer the standard tactic of acquisition. In fact, research from Gartner shows that more than <\/span><span style=\"font-weight: 400;\">60%<\/span><span style=\"font-weight: 400;\"> of buyers make a purchase before engaging with a vendor. They want <\/span><span style=\"font-weight: 400;\">self-service<\/span><span style=\"font-weight: 400;\"> to help guide their buying decisions.<\/span><\/p><p><span style=\"font-weight: 400;\">And with <\/span><a href=\"https:\/\/affise.com\/saas\/\"><span style=\"font-weight: 400;\">SaaS products<\/span><\/a><span style=\"font-weight: 400;\">, it\u2019s all about the <\/span><span style=\"font-weight: 400;\">end-user experience<\/span><span style=\"font-weight: 400;\">. In The <\/span><span style=\"font-weight: 400;\">Salesforce<\/span><span style=\"font-weight: 400;\"> 2021 State of Marketing Report, it was found that <\/span><a href=\"https:\/\/www.salesforce.com\/content\/dam\/web\/en_us\/www\/documents\/reports\/salesforce-research-seventh-state-of-marketing-V2.pdf\"><span style=\"font-weight: 400;\">80%<\/span><\/a><span style=\"font-weight: 400;\"> prioritize experience just as heavily as the product or service.<\/span><\/p><p><span style=\"font-weight: 400;\">Unlike the good old days of CIOs and other executives making all the buying decisions, it&#8217;s the people using the software that decide what to use. Today, more than ever, companies&#8217; tech stacks are based on what the employees started using on their own. This leads to the company-wide adoption of services that prove most useful.\u00a0<\/span><\/p><h3><span style=\"font-weight: 400;\">Gain User Attention<\/span><\/h3><p><span style=\"font-weight: 400;\">Today\u2019s companies have short attention spans. Following the lead of their <\/span><span style=\"font-weight: 400;\">end-users<\/span><span style=\"font-weight: 400;\">, organizations are happy to switch things up and use the best products available. In the 2019 Annual Saas Trends Report, it was found that the average mid-sized company saw a <\/span><a href=\"https:\/\/www.productled.org\/foundations\/what-is-product-led-growth\"><span style=\"font-weight: 400;\">39% turnover<\/span><\/a><span style=\"font-weight: 400;\"> in their SaaS stack from the previous year.<\/span><\/p><p><span style=\"font-weight: 400;\">Today, just as B2B customers are more likely to alter their tech stack, <\/span><span style=\"font-weight: 400;\">end users<\/span><span style=\"font-weight: 400;\"> are always looking for the next big thing. When it comes to software services, <\/span><span style=\"font-weight: 400;\">churn<\/span><span style=\"font-weight: 400;\"> is on the <\/span><a href=\"https:\/\/www.key.com\/kco\/images\/2018_KBCM_SaaS_Survey.pdf\"><span style=\"font-weight: 400;\">rise, more than doubling in just one year<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">A 2019 report found that the average employee uses <\/span><a href=\"https:\/\/www.blissfully.com\/saas-trends\/2019-annual\/\"><span style=\"font-weight: 400;\">over eight<\/span><\/a><span style=\"font-weight: 400;\"> apps at work. But a similar report found that employees only use about <\/span><a href=\"https:\/\/public.appcues.com\/product-led-growth-collective\/data+reports\/PLGC-State-of-Product-Led-Growth-2019.pdf\"><span style=\"font-weight: 400;\">55%<\/span><\/a><span style=\"font-weight: 400;\"> of an app&#8217;s features. This means that although users are installing more apps, you only need to get the most useful features <\/span><span style=\"font-weight: 400;\">upfront<\/span><span style=\"font-weight: 400;\"> with your <\/span><span style=\"font-weight: 400;\">product marketing<\/span><span style=\"font-weight: 400;\">.<\/span><\/p><h3><span style=\"font-weight: 400;\">Increasing Revenue, Cutting Costs<\/span><\/h3><p><span style=\"font-weight: 400;\">Besides giving your audience what they want, <\/span><span style=\"font-weight: 400;\">product led growth<\/span><span style=\"font-weight: 400;\"> is also important to your bottom line. With more competition than ever, <\/span><span style=\"font-weight: 400;\">customer acquisition costs<\/span><span style=\"font-weight: 400;\"> (<\/span><span style=\"font-weight: 400;\">CAC<\/span><span style=\"font-weight: 400;\">) are going up every year. With a <\/span><span style=\"font-weight: 400;\">PLG strategy<\/span><span style=\"font-weight: 400;\">, you will spend less on marketing but more on product development.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dfb8bad elementor-widget elementor-widget-image\" data-id=\"dfb8bad\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"491\" height=\"397\" src=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/03\/Increasing-Revenue-Cutting-Costs.png\" class=\"attachment-large size-large wp-image-20457\" alt=\"Increasing Revenue, Cutting Costs\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1e030b0 elementor-widget elementor-widget-text-editor\" data-id=\"1e030b0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Image source: <\/span><a href=\"https:\/\/public.appcues.com\/product-led-growth-collective\/data+reports\/PLGC-State-of-Product-Led-Growth-2019.pdf\"><span style=\"font-weight: 400;\">PLG collective\u00a0<\/span><\/a><\/p><p><span style=\"font-weight: 400;\">However, with product development\u2019s <\/span><span style=\"font-weight: 400;\">bottom-up<\/span><span style=\"font-weight: 400;\"> funnel, you can increase <\/span><span style=\"font-weight: 400;\">CAC<\/span><span style=\"font-weight: 400;\"> payback. A recent study has shown that it&#8217;s <\/span><a href=\"https:\/\/public.appcues.com\/product-led-growth-collective\/data+reports\/PLGC-State-of-Product-Led-Growth-2019.pdf\"><span style=\"font-weight: 400;\">two times<\/span><\/a><span style=\"font-weight: 400;\"> cheaper to upsell an existing customer. And three times more profitable to generate revenue via customer expansion. And a 2018 <\/span><span style=\"font-weight: 400;\">OpenView<\/span><span style=\"font-weight: 400;\"> study found that <\/span><span style=\"font-weight: 400;\">PLG companies<\/span><span style=\"font-weight: 400;\"> had a median revenue <\/span><a href=\"https:\/\/openviewpartners.com\/blog\/product-led-growth-the-secret-to-becoming-a-top-quartile-public-company\/#.XLYKsJNKhao\"><span style=\"font-weight: 400;\">29%<\/span><\/a><span style=\"font-weight: 400;\"> higher than non-<\/span><span style=\"font-weight: 400;\">PLG companies<\/span><span style=\"font-weight: 400;\">.<\/span><\/p><h2><span style=\"font-weight: 400;\">Conclusion<\/span><\/h2><p><span style=\"font-weight: 400;\">In some ways, not much has changed. Any company wanting long-term growth and success will need to put out a great and useful product. However, product led marketing growth helps companies connect their products with the users of today.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">A PLG strategy helps the entire team to drive the all-important metrics of acquisition, lead generation, and conversions. With a product-centered approach, your users benefit from a continually improving service. And you will be rewarded with more users and an expansion of revenue.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Every now and then, new marketing concepts grow from word-of-mouth ideas to becoming part of the business lexicon. Companies claim to be \u201ccustomer-centric\u201d and startups base success on terms like \u201cgrowth hacking.\u201d If you\u2019ve been living under a rock for the past decade, you may have missed out on the modern evolution in how companies [&hellip;]<\/p>\n","protected":false},"author":29,"featured_media":21011,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[51],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Product Led Marketing | Drive Growth with User Experience<\/title>\n<meta name=\"description\" content=\"Affise breaks down product led marketing\u2014how UX, freemium models, and cross-team alignment fuel acquisition, retention, and scalable growth.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/affise.com\/blog\/product-led-marketing-growth\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Product Led Marketing | Drive Growth with User Experience\" \/>\n<meta property=\"og:description\" content=\"Affise breaks down product led marketing\u2014how UX, freemium models, and cross-team alignment fuel acquisition, retention, and scalable growth.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/affise.com\/blog\/product-led-marketing-growth\/\" \/>\n<meta property=\"og:site_name\" content=\"Affise\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/getaffise\" \/>\n<meta property=\"article:published_time\" content=\"2022-04-08T07:31:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-11T13:47:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/affise.com\/wp-content\/uploads\/2022\/03\/A-Guide-to-Scaling-Your-Partner-Program.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2280\" \/>\n\t<meta property=\"og:image:height\" content=\"930\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Affise Academy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@GetAffise\" \/>\n<meta name=\"twitter:site\" content=\"@GetAffise\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jenna Bunnell\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"16 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/affise.com\/blog\/product-led-marketing-growth\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/affise.com\/blog\/product-led-marketing-growth\/\"},\"author\":{\"name\":\"Affise Academy\",\"@id\":\"https:\/\/affise.com\/#\/schema\/person\/df18ec4c7cd397cc0730d187e38a948f\"},\"headline\":\"What is Product Led Marketing Growth? 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