Not just another buzzword…product-led growth is an important go-to-market strategy that underpins some of today’s most successful businesses. Think Dropbox, Slack, Intercom, Expensify and Datadog. At OpenView, we define product-led growth (PLG) as a strategy that puts the product front and center when it comes to how a company acquires, expands and retains customers. Relying on a product-led strategy yields rapid, extremely efficient growth. Although similar to a freemium approach, a product-led growth strategy doesn’t actually require that you offer your product for free. It does however necessitate an amazing product and customer experience. In fact, PLG companies make it frictionless for users to start using their products. They deliver value extremely quickly and target users rather than buyers.

1. WHAT THE HECK IS
PRODUCT-LED
GROWTH?
ASHLEY MINOGUE
Director of Growth, OpenView
KYLE POYAR
Sr. Dir., Market Strategy, OpenView

2. Product-led growth is
SaaS 2.0.
#plgsummit18

3. Product-led growth is
consumerization of IT.
#plgsummit18

4. Product-led growth is
freemium.
#plgsummit18

5. Product-led growth is
product qualified leads.
#plgsummit18

6. Product-led growth is
bottoms up sales.
#plgsummit18

7. Product-led growth is
disruptive.
#plgsummit18

8. Product-led growth is
network effects.
#plgsummit18

9. Product-led growth is
viral co-efficient.
#plgsummit18

10. Product-led growth (n):
Instances when product usage serves as
the primary driver of user acquisition,
expansion, and retention.
#plgsummit18

11. Product-led
companies flip
the script on
every aspect of
their business.
Product Marketing
Pricing Sales

12. Product-led
companies flip
the script on
every aspect of
their business.
Product Marketing
Pricing Sales

15. “Each business only
really sells one thing.
Obsess over it.”
IAN SIEGEL
CEO, ZIPRECRUITER

16. • Start with real user pain
• Deliver value immediately
• Strip out the uncritical
• Make the product stick
PRODUCT
PRINCIPLES.
#plgsummit18

17. Product-led
companies flip
the script on
every aspect of
their business.
Product Marketing
Pricing Sales

19. The result?
$100 million in 30 days.
#plgsummit18

20. • Your product is a marketing channel
• Enable virality, internally and externally
• Target users, not just buyers
MARKETING
PRINCIPLES.
#plgsummit18

21. Product-led
companies flip
the script on
every aspect of
their business.
Product Marketing
Pricing Sales

23. • Remove any barriers from initial usage
• Enforce paywalls only after value
• Expand customers with scalable expansion
paths
• Use product data to upsell users
PRICING
PRINCIPLES.
#plgsummit18

24. Product-led
companies flip
the script on
every aspect of
their business.
Product Marketing
Pricing Sales

25. Product-led
companies flip
the script on
every aspect of
their business.
Product Marketing
Pricing Sales
Customer
Success

27. • Customer success is your north star
• Be a product evangelist
• You empower self-service
• Create opportunities for upsell
SALES
PRINCIPLES.
#plgsummit18

28. Product-led growth (n):
Instances when product usage serves as
the primary driver of user acquisition,
expansion, and retention.
#plgsummit18