Beyond the Hype: A Realistic Look at
Product-Led Growth
by Amplitude Head of Growth
Marketing
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Beyond the hype: A
realistic look at
Product-Led Growth

© 2022 Amplitude Inc. Confidential. All Rights Reserved.
Who am I?
Head of Growth Marketing @ Amplitude
Head of Growth @ Iteratively
Head of Demand Gen @ Snowplow Analytics
GTM Advisor to early-stage startups
(Kubecost, Metaplane, Metaphor, DevZero)
Reforge Alumni x 3
4+ years in venture capital
Franciska Dethlefsen

Product-led growth is a business model and a
go-to-market strategy where the product is the main
driver of growth. In this model, the product is designed to
be so compelling and easy to use that it acquires,
engages, and retains customers through a freemium
pricing model.
What is PLG?
– ChatGPT

What would John Cutler say?
What is PLG?
1. PLG as tool chest
2. PLG as motion & model
3. PLG as mindset

Align internally on what PLG means for you
Learning #1

PLG as motion & model across …
What is PLG?
Acquisition Retention
(activation + engagement)
Monetization
Product-led
Marketing-led
Sales-led
*
*
*
*
*
*
* * *

Acquisition & PLG

Drive product invites & improve sharing
Acquisition & PLG

‘Net new’ product-led acquisition is rare but…
Learning #2
Having a free version (or
trial) of your product
can unlock acquisition
by reducing upfront
friction

Retention & PLG

Your metrics will have to evolve
Learning #3

Find the biggest opportunities & tackle together
Retention & PLG
What can we do to
improve the setup
moment?

Rarely can the product go alone
Learning #4
Product & Engineering
Drive the in-product experience
across sign-up, activation and
continuous engagement
Growth Marketing
Drive the out-of-product
experience and build a holistic
customer experience
Education & Learning
Build resources for customers
to get started with your product
and become power users
Documentation
Create comprehensive and easy
to user developer docs that are
always up to date
Customer Support
Ensure customers are
unblocked – especially during
the setup moment
Sales
Sales assist for activation and
engagement of key accounts
that match our ICP

Monetization & PLG PLS

Product-led sales is a
monetization tactic that
focuses on generating
revenue from your
existing user base,
leveraging product
usage signals
What is Product-led Sales (PLS)?
Monetization & PLS

Use product signals to uncover customer needs
Monetization & PLS

Share a target with sales, become BFFs
Learning #5

Where do you start?

Thank you!

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