Marketing for Product-Led Growth - Lachance, Steve
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Fearing product-led growth (PLG) is a big mistake for your career. Accepting the PLG reality keeps you in the game. Leading your company's PLG efforts will put you on the path to success. The PLG approach is one of the fastest growing marketing strategies around, especially for those working in a B2B SaaS and e-commerce environments. This is for good reason. It is, in its simplest terms, the self service funnel. And self service onboarding for complicated products requires the sure hands and experienced minds of the marketing team more than ever. Some will have you believe that PLG is the…mehr

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Produktbeschreibung
Fearing product-led growth (PLG) is a big mistake for your career. Accepting the PLG reality keeps you in the game. Leading your company's PLG efforts will put you on the path to success. The PLG approach is one of the fastest growing marketing strategies around, especially for those working in a B2B SaaS and e-commerce environments. This is for good reason. It is, in its simplest terms, the self service funnel. And self service onboarding for complicated products requires the sure hands and experienced minds of the marketing team more than ever. Some will have you believe that PLG is the death of marketing, but they're wrong. They don't understand how the PLG approach works. B2B SaaS users, buyers, and leaders expect a PLG experience. The only at risk of an early death from PLG are the companies that refuse to adopt it. The only viable path forward for marketers is to learn how to work with PLG. Understand how credibility and empathy play into growing your customer base and your role as a rising company leader. When you market for product-led growth, your value doesn't end with marketing qualified leads. It extends long after the customer is onboarded. While PLG will burst the traditional marketing bubble, the influence of marketers will not collapse. Quite the opposite - it will expand outward and across the entire organization. Discover how to position yourself in the leader's seat.
Autorenporträt
Steve LaChance is an award-winning leader, writer, and speaker focused on taking the mystery out of strategic growth marketing, making it accessible to businesses of all sizes. With over two decades in business development, Steve has launched, scaled, and sold multiple businesses of his own. An experienced go-to-market leader specializing in quantifiable market and customer discovery, he practices and teaches others how to drive growth through authenticity, credibility, and empathy. Steve is the founder of discernr, which delivers product-market fit tools and strategies for accelerated product-led growth solutions.