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Product-Led Growth (PLG)

Product-led growth is a go-to-market strategy where the product itself — via free trials, freemium tiers, or self-serve onboarding — drives acquisition, conversion, and expansion, rather than a traditional sales team.

Product-led growth flips the B2B playbook. Instead of a sales rep gating access, the product does the selling — free tiers, instant onboarding, value delivered before a contract exists. Slack, Figma, Notion, and Zoom scaled this way: users adopt, love it, and pull the product into their organizations bottom-up.

PLG lowers acquisition cost and shortens the path to value, but it demands a product good enough to sell itself and a frictionless first experience.

Its communications implication is underrated. PLG companies grow on word of mouth, community, and discovery — which means they live or die on being found and recommended. As buyers increasingly ask AI which tool to use, PLG brands need citation share as much as a great free tier. Being the answer is the new top of funnel.

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