The Rise of Product-Led Growth in Enterprise Software
Slack, TikTok, Netflix, Spotify, GitHub, Miro: what do these popular SaaS companies have in common? They are all evangelists of the product-led growth movement. This go-to-market strategy is common for business to consumer (B2C) vendors and means that all major sales, marketing, and support activities are driven by and through the product. This may begin with a free trial or free version of the product, but that’s not the full picture.