Product-Led Growth Companies Find a New Way to Serve Customers
Many companies are embedding processes like providing recommendations, taking orders, and upselling into their software, relying as little as possible on human customer contact. Key features of this approach, called product-led growth, or PLG, include free or very low-cost introductory pricing, with higher prices for more functionality (like what’s offered by Zoom) and overall ease of use. The authors discuss successful PLG strategies and PLG’s potential to extend beyond software firms.