Product-Led Growth Strategy

Overview

PLG means the product is the primary driver of acquisition, retention, and expansion — not sales outreach. The term was coined by OpenView's Blake Bartlett in 2016. By 2026, 97% of B2B buyers prefer to try before they buy. PLG is no longer a competitive advantage — it's table stakes.

When to Use

• "Build a PLG motion"
• "Should we go freemium or free trial?"
• "Set up PQL scoring"
• "Transition from sales-led to product-led"
• "Design a self-serve conversion flow"

Authoritative Foundations