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

13.
“Each business only
really sells one thing.
Obsess over it.”
IAN SIEGEL
CEO, ZIPRECRUITER

14.
• Start with real user pain
• Deliver value immediately
• Strip out the uncritical
• Make the product stick
PRODUCT
PRINCIPLES.
#plgsummit18

15.
Product-led
companies flip
the script on
every aspect of
their business.
Product Marketing
Pricing Sales

16.
The result?
$100 million in 30 days.
#plgsummit18

17.
• Your product is a marketing channel
• Enable virality, internally and externally
• Target users, not just buyers
MARKETING
PRINCIPLES.
#plgsummit18

18.
Product-led
companies flip
the script on
every aspect of
their business.
Product Marketing
Pricing Sales

19.
• 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

20.
Product-led
companies flip
the script on
every aspect of
their business.
Product Marketing
Pricing Sales

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

22.
• Customer success is your north star
• Be a product evangelist
• You empower self-service
• Create opportunities for upsell
SALES
PRINCIPLES.
#plgsummit18

23.
Product-led growth (n):
Instances when product usage serves as
the primary driver of user acquisition,
expansion, and retention.
#plgsummit18