The products that see the greatest success with PLG are the ones that require sharing in order to get the full value of the product.
PLG works best when your product is simple enough that a user can not only easily understand what it is and how it works, but also be able to make a purchase decision independent of a sales person. With a bottoms-up approach, the goal is to develop a methodology that enables people to discover and adopt your product on their own without all the hand-holding, company-driven support of traditional marketing channels.Īs Darius explained, there are three key markers that indicate your company might be a strong candidate for a PLG strategy: 1. This process usually revolves around activities including attending conferences, implementing complex marketing campaigns and maybe setting up some workflows for inbound inquiries. The traditional, top-down approach to SaaS growth involves building a product and then employing a sales team to manually sell it into companies. After all, there is no one-size-fits-all solution you have to make sure there is true alignment between your product, business model and growth strategy. When a company is considering adopting PLG, one of the first questions they need to answer is whether or not a bottoms-up approach to growth will be a good fit for their organization. PLG’s Bottoms-up Approach – Is It Right for You? Darius generously shared some helpful insights about how to identify when a company is ripe for a PLG approach and also some details about exactly what went into their own go-to-market strategy and how they built the kind of team needed to bring that strategy home. While Dropbox is widely recognized as a poster child for product led growth (PLG), not everyone has had the opportunity to see exactly how the plan came together.
I had the opportunity to talk with Darius Contractor, former Growth Engineering Lead at Dropbox, to get an inside look at just what went into the making of this SaaS legend.
But how did this online storage and collaboration startup gain the momentum to achieve this historic feat? It’s a well-known story in the SaaS world – Dropbox reaching $1 billion in revenue in only ten years.
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