Product-Led Growth Planning: 5 Key Principles & How to Get Started

Product-led growth (PLG) is an increasingly popular approach for B2B SaaS companies, particularly those with limited resources. It involves focusing on retaining customers first and using the product itself to drive growth, rather than relying heavily on marketing or sales efforts. Key principles of PLG include try before you buy, "Aha!" moments, self-serve distribution, activation milestones, and a frictionless product experience. To create a successful PLG plan, start with customer research, define your PLG go-to-market model, set clear goals using product-led OKRs, choose the appropriate PLG funnel (such as self-serve, top-down, bottom-up, or assisted), and identify your North Star metric. By following these steps and focusing on customer needs, companies can improve their product-led growth strategy and drive long-term success.