Launching PLG to Enterprise with Bill Macaitis

3. Accept that PLG will work (1:39)

"The old way of selling it to the enterprise was: we're going to hire a ton of outbound people, use a lot of AEs, run big events, send out press releases, buy off analysts. And while those tactics all do work, you know, they have one thing in common. They're very expensive."

• Product-led growth (PLG) is capital efficient way of reaching enterprise buyers

• PLG and enterprise sales are not mutually exclusive—they can co-exist really well together

• Provides a more cost-effective alternative to traditional enterprise sales tactics

4. Pricing and packaging (2:51)

"Where I like to start off with is a true freemium offering. And I know that's scary." 

• Embrace true freemium offering instead of offering limited free trials that don't give users enough time with the product

• Include user-level features in free plans, but reserve enterprise requirements for higher-tier plans

• Address potential objections directly in your pricing and packaging strategy

5. Infuse your marketing, sales, and support into the product (14:44)

"Can you take that really cool visual identity that you created on the website that's got fun colors and emotion and, and, you know, people and faces. Can you now infuse that into the actual software itself?"

• You need to integrate the marketing charm, visual identity, and tone of voice directly into the product as your users will be spending less time on the website and more time in the product

• Implement in-product messaging (IPM) for user education and nurturing and set up the key points when you'll send them to your customers

• Incorporate sales, support, and success functions directly within the product so your customers don't need to chase them down

6. Create awareness (28:13)

"What I found is that when you start getting free users. All of those people are out there talking about your company."

• Leverage free users as a subsidized marketing engine—they're cheaper than paying for ABM, billboards, or other marketing programs

• Increase brand awareness through word-of-mouth from satisfied users

• Track brand metrics like aided and unaided recall, sentiment, share of voice, and share of conversation to measure your awareness growth

7. Internal education about PLG (32:48)

"You have to recognize there's just a ton of myths about this and you have to address them head on."

• Educate internal stakeholders about the benefits and misconceptions of PLG

• Use these moments to address any myths and build trust with the different departments that will be involved in the work

• Recognize that internal resistance can hinder PLG initiatives so it's important to get ahead of it

8. Moving to PQLs (37:37)

• Transition from traditional lead qualification (QLs, MQLs, SQLs, etc.) to product qualified leads (PQLs)

• Set internal thresholds based on product usage and activity for when sales should engage with the customer

• Focus sales efforts on leads that have demonstrated value from the product

9. Metrics (43:24)

• Implement PLG-specific metrics like PQLs, Net Promoter Score, and Daily Active Users to measure use

• Measure Time to Value (TTV) to optimize user onboarding and help them find value in as few clicks as possible

• Assign shared PLG metrics across teams to encourage cross-functional collaboration—PLG is a team sport

7. What's next? (29:08)

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