To acquire accounts and grow business, tech product marketers must align appropriate marketing and sales activities with users’ positive initial experiences with products.

Even great products may not sell themselves. Product-led growth (PLG) strategies focus on enticing users to try a product and experience its value firsthand to drive purchases. Optimizing such strategies means dedicating nontraditional marketing and sales resources to the right activities at the right time.

PLG has two essential goals:

Enable users within prospective accounts to see value through limited usage from a product experience of some sort.

Convert happy users into advocates and then into paying customers by using user and usage engagement data.

“The activities related to PLG motions differ from traditional, sales-led growth (SLG) or top-down motions,” says Research VP David Yockelson. “Product marketers must drive actions that drive engagement and value for users, as well as help sellers act on the resulting advocacy and purchase intent.”

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