PLG typically stands for "Product-Led Growth." Product-Led Growth is a business strategy that focuses on using the product itself as the primary driver of customer acquisition, expansion, and retention. In a PLG approach, the product is designed to be intuitive, user-friendly, and capable of providing value without requiring extensive assistance from sales or marketing teams.

Key characteristics of Product-Led Growth include:

• Free or Freemium Models: Offering a free version or a limited-feature version of the product to attract users and encourage them to upgrade to premium features.

• Self-Service Onboarding: Allowing users to easily sign up and start using the product without requiring significant assistance or guidance.

• In-Product Marketing: Utilizing the product interface to educate users about additional features, upgrades, or complementary products.

• Data-Driven Optimization: Leveraging user data and feedback to continuously improve the product and enhance the user experience.

• Viral Loops: Designing products in a way that encourages users to invite others, leading to organic growth through referrals.

PLG is often associated with software-as-a-service (SaaS) companies, but the principles can be applied to various industries. The goal of Product-Led Growth is to create a self-sustaining growth engine where the product itself becomes a primary driver of customer acquisition and retention.

Appcues was on the forefront of the revolution of PLG. Having been the 7th employee at Appcues and worked there for over 4 years, I had first-hand experience in defining what it meant to PLG and teaching this to over 1000+ customers. 

After leaving Appcues, I continued to consult with companies on their PLG strategy and helped them leverage tools like Appcues to acheive success.