Product-led marketing

Product-led marketing is a growth strategy that focuses on leveraging a software product or service to drive customer acquisition, retention, and revenue growth. In product-led marketing, the product itself becomes the primary driver of growth, with the goal of creating a self-sustaining cycle of user adoption, engagement, and loyalty. This approach involves creating a seamless user experience, delivering value quickly and consistently, and fostering a sense of community and collaboration among users. As an example for B2B SaaS, consider a cloud-based file-sharing software that offers a free trial to new users. The software provider may use product-led marketing to drive growth by offering users a user-friendly interface, fast upload and download speeds, and seamless collaboration tools. The software may also offer features such as file versioning, file access controls, and analytics to help users track their usage and optimize their workflow. As more users adopt the software and share files with others, they may refer their colleagues or customers to the software, driving further growth and revenue. The software provider may also use data analytics to identify high-value users and target them with personalized sales or marketing efforts, such as offering premium features or dedicated support. By leveraging the product itself to drive growth, the software provider can create a sustainable and scalable business model that is focused on delivering value to users.