What type of product strategy is PLG?

Product-led growth

PLG is a business approach focused on a product as the primary factor for driving customer acquisition, expansion, activation, and retention. Venture capitalist Blake Bartlett coined PLG in 2016, and it has since become a buzzword in the tech and business worlds.

When a company adopts the PLG approach, its various teams, including sales, engineering, marketing, design, and customer support, focus on the product to produce a better user experience. Examples of B2B and B2C PLG businesses include Zoom, Slack, Airtable, Mailchimp, Netflix, HubSpot, Shopify, Canva, and Trello.

Since products drive PLG businesses, they typically provide a free trial or free version of their offering to lure customers into trying and purchasing. For example, when perusing the website of a PLG business, you'll likely encounter a "Free trial" or "Try it now" CTA button instead of a "Talk to Sales" type of CTA.


I'm glad to see PLG businesses grow. It's better for the consumer, IMO
I agree. I'm so turned off by a sales-led approach

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Updated November 8, 2023

PLG definition by

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