How Product-Led Companies Can Fuel Growth With Pricing And Packaging Optimization.
For PLG-first companies, it’s not just about what you charge – it’s about who you're charging and how you’re doing it.
As a result, aligning your offerings with your target market and go-to-market strategy plays an important role in driving growth.
To nail your pricing strategy, follow this three-step motion.
1) Zero in on your target audience segments
2) Pinpoint what really drives value for each segment
3) Tailor your packaging to spotlight that value
BAM! This is what your boss will say if you close a deal with a new ABM strategy (probably not, unfortunately).
But to spell out the strategy correctly (pun intended), ABM is a go-to-market strategy that focuses on a clearly defined set of target accounts within your market.
By starting with the account first, sales and marketing teams can craft highly personalized cadences that encompass a variety of data points.
This article walks you through 7 Key Steps that will help impress both your boss and your prospects with a new ABM strategy.
Everyone knows that SEO plays an important part in acquiring customers efficiently, but where do companies start and how do they keep track of their initiatives?
The answer – creating an SEO roadmap. An SEO roadmap helps marketing teams align on the right priorities, effectively allocate resources, and generate buy-in for long-term strategies.
This article walks you through the seven steps to create your own SEO roadmap and offers templates to help guide you.
Haters gonna hate and hackers gonna hack. (I think those are TSwift lyrics, but don’t quote me on that.)
Regardless if you hate growth hacks or not, there’s no denying this one truth: scaling comes from achieving outsized impact relative to cost and effort.
What’s important is the principle behind growth hacking: using low-cost, scrappy strategies to gain traction. It’s the small, consistent steps that form the building blocks for exponential growth.
Here are five growth hacks to try today.
1. Engage in the right communities (think Subreddits)
2. Give away a ton of value for free (think reverse trials/ self-service motion)
3. Add comments on videos and social posts (leverage other people's audience)
4. Provide in-depth supportive content (be seen as the go-to guide for resources)
5. Scale your SEO content engines with AI (leverage ChatGPT to help draft SEO articles)
Team structure is an overlooked growth lever that can drive business outcomes.
When it comes to GTM motions, strategies and tactics get most of the attention, but it’s the players and the formation on the field that get products to the goal line.
Take Growth teams as an example. Leah suggests building tight “tiger teams” where product managers, engineers, and designers work closely together in a pod. This formation ensures all aspects of product development are aligned and efficient.
Then, add product marketing into the mix to create a seamless launch motion.
Here’s a hot take that’s sure to get your sales team heated.
Instead of building a traditional BDR and SDR team, hire technical people as Product Advocats and have them nurture prospects
Inspired by the RevOps lead at Vercel, junior developers can be great pipeline generators. Here’s why.
Your prospects are not looking for another sales email; they are looking to solve their problem.
Product Advocates are in a great position to guide your buyers. This team speaks the same language and at the same technical level. They can also provide resources, qualify prospects, and route them to the right CTA (self-serve or sales).
An effective marketing strategy caters to every stage of the buying journey.
At any given point, your buyers fall under one of these categories.
• Problem Unaware
• Problem Aware
• Solution Aware
• Product Aware
And different marketing plays are better suited to help guide each bucket of buyers. For example, webinars and templates cater to buyers who are problem-aware, while scorecards and comparison pages benefit the solution-aware.
Here’s a tip, create a multi-media strategy that uses different content assets and information topics to help your audience progress through the buying journey.
From growth strategies to tactics, and deep dives from industry experts, I've found myself listening to this crew of podcasts on repeat!
Growth hacking is not a silver bullet to generating predictable pipeline. Do these things instead.
👉 Prioritize strategic marketing channels – identify and focus on the most effective GTM channels (like inbound marketing or paid digital) that align with your target audience and business strengths.
👉 Experiment Wisely: Allocate a small portion of resources (10%-20%) to experimentation while focusing the majority on proven, predictable growth strategies.
👉 Holistic Approach to Growth: Balance strategic planning with tactical execution, ensuring that every marketing effort is part of a coherent growth model rather than isolated attempts.
Hot take. Creating systematic workflows has a higher impact on growth in the long-run than big-strategy-plays. Growth strategies are useless unelss you have the ability to execute them.
Take UserPilot for an example. The company boosted its website traffic by scaling content production from 4 to 40 blog posts per month, using programmatic SEO and efficient content operations. Here’s how.
👉 Scale content production – increase the content volume while maintaining quality by using templates and focusing on specific content clusters.
👉 Leverage programmatic SEO – leverage SEO tools and techniques to automate parts of the content creation process, focusing on keywords that match customer pain points and competitive products.
👉 Systemize content operations – develop standard operating procedures (SOPs) and assign different writers to different content clusters to avoid reliance on individual contributors and ensure consistent content quality and output.
Everyone loves quick wins – just ask my boss.
Quick wins are low-effort, high-impact tactics that yield immediate and measurable results. In marketing, there are three ways to do this.
👉 Leverage social proof on your website – showcase your customer’s logos at the top of the fold to strengthen credibility and trust with new prospects.
👉 Create exclusivity and engagement with events – instead of letting anyone sign up for an event, have users apply to attend to create a feeling like they need to earn their spot.
👉 Start a review-generation competition – enourage your customers to leave reviews on sites like G2 by offering customers guaranteed rewards per review.
Create once, distribute forever.
A content distribution strategy helps marketers extend the shelf life of their content by enhancing its visibility and engagement. Here are a few ideas to get you started.
👉 Share images from assets on LinkedIn – post image carousels of graphs, screenshots, and infographics from long-form content to your social platforms.
👉 Engage in relevant communities – actively participate in relevant online communities, such as Reddit, to establish authority and drive traffic.
👉 Start a review-generation competition – leverage paid advertising on platforms like Instagram to reach specific demographics, increasing the visibility of key content assets.
At a high level, there are two levers you can pull to drive pipeline growth for a B2B SaaS company.
1) You can increase the volume of leads at the top of the funnel
2) OR you can increase the stage-to-stage conversion rate of existing leads
While brand campaigns, paid ads, and social media activity help to increase awareness and acquire new leads, an unsexy approach to growth falls under the second bucket – automated nurture emails.
Here are three reasons why.
👉 1. Emails are a way to continue the conversation with your audience
👉 2. Delivering value through content helps to build trust with customers over time
👉 3. Clear CTAs within your emails create an avenue to express intent
Yep, it’s true – I’m writing an email about writing emails…as you can probably guess, I don’t have a life 🤷🏻♂️. But hey, this article is pretty good (I promise).
There’s one word that pairs well with growth – scale.
Efficiency is the new motto for SaaS companies, which means finding ways to scale impact without breaking the bank.
To help guide your lean efforts, here are three scalable, low-cost customer acquisition strategies used by SaaS companies like Gorgias and Vercel.
1️⃣ Automated outbound marketing – utilizing predictive signals and multi-channel approaches
2️⃣ Sales-assisted, PLG motion – guiding enterprise leads from self-service to an annual contract
3️⃣ Leveraging existing communities & influencers – expanding customer reach without high-ticket advertising
