Over a decade ago, investors doubted that the companies would share their information with SaaS. Nowadays, the SaaS market grows very fast and most companies use SaaS for managing their business. There is a similar situation with Product-Led Growth (PLG) these days. In this article, we will provide information on how PLG can help your B2B SaaS grow.
What is Product-Led Growth?
Product-led growth is a business methodology in which user acquisition, expansion, conversion, and retention are all driven primarily by the product itself. This methodology requires the alignment of all company teams around the product for business growth. It is useful for B2B SaaS growth and is an effective marketing trend.
Here is how Product-Led Growth is different from other marketing methodologies:
- The focus is not on lead generation or monetization but on customer retention.
- Vanity metrics are replaced with the North Star Metric Goals.
- You begin not with AEs, but with CSMs.
- Functional Organizational Design becomes cross-functional.
- The focus is not on leads or revenue but on experimentation and development.
Product-Led Growth uses a four sequential North Star Metric. This metric includes such steps:
Experimenting with new users every day
To experiment with your new users, you need to establish an ongoing generation of new customers. There is no exact number although the more new users you can get, the better. The bigger the number, the more opportunities you will get for experimenting and learning.
Showing user retention
It is important to not only continuously acquire new users but also sustain their interest in your B2B and keep them loyal to your brand.
Improving your B2B quality user acquisition
By understanding your ICP (Ideal Customer Persona) and the value of your product, you can develop quality user acquisition tactics. The metric will also help your B2B lower your Customer Acquisition Cost.
Increasing user conversion
When you have identified your target audience, what pain your product can help them solve, and the channels to continuously acquire new leads, you can focus on their conversion. Find ways to effectively engage with your leads to encourage them to become your B2B customers.
There are three core principles in Product-Led Growth:
Product-led growth is about making the customer comfortable with using your product because it’s the customers that are in the driver’s seat of your B2B SaaS growth. To design the best-fit product for your B2B SaaS customers, you need to know them well. Also, this isn’t a one-time deal — it’s an ongoing process.
Delivering Value Quickly
You need to demonstrate your B2B SaaS unique value proposition to your target audience to attract them. You can accomplish this with free trials, freemium, or an open-source model. After your prospects have tested your product, they will more than likely purchase it because they will understand how it solves their pains. However, it’s important not only to tear down a paywall to product access but also to minimize the time between exposure to the product and solving the user’s pain. Therefore, you will ensure that your prospects will not lose interest in your B2B SaaS.
Go-to-Market Intent Investment
Product-led growth relies on a go-to-market strategy as the main driver of customer acquisition, conversion, and acceleration. To do this, the business needs to intentionally invest in the product. The investment involves experiments that will lead you to the best solutions for your B2B SaaS growth.
PLG is a growing trend in marketing. Being customer-oriented and experimental, it is effective in B2B SaaS growth. Product-led growth also improves the quality of the product as well as your leads, which leads to B2B SaaS revenue growth.