--- title: PLG | Product Driven Marketing | theorytwenty7 tech marketing description: Build a PLG marketing engine that drives user adoption and lowers customer acquisition costs for your B2B SaaS. Transform your freemium product today. image: https://theorytwenty7.io/hubfs/Theorytwenty7_2024/Images/Page%20preview/SaaS%20PLG%20solution%201200x630.jpg --- [![theorytwenty7 B2B SaaS Start-uP Marketing Agency](https://theorytwenty7.io/hubfs/Brand%20-%20DO%20NOT%20DELETE/Logos/theorytwenty7-tag-logo.svg "theorytwenty7 B2B SaaS Start-uP Marketing Agency")](https://theorytwenty7.io/?hsLang=en) - [How We Help](https://theorytwenty7.io/solutions) - Go - [Marketing Department](https://theorytwenty7.io/solutions/saas-marketing-team) - [Inbound Marketing](https://theorytwenty7.io/solutions/b2b-saas-inbound-marketing) - [HubSpot](https://theorytwenty7.io/solutions/hubspot-marketing-agency) - [Lead Generation](https://theorytwenty7.io/solutions/saas-lead-generation) - [Reporting and Analytics](https://theorytwenty7.io/solutions/saas-marketing-analytics) - [SEO](https://theorytwenty7.io/solutions/saas-seo-consulting-b2b) - Gro - [Product Launch](https://theorytwenty7.io/solutions/saas-product-launch-marketing) - [Product Marketing](https://theorytwenty7.io/solutions/saas-product-marketing) - [Demand Generation](https://theorytwenty7.io/solutions/saas-demand-generation) - [Paid Ads](https://theorytwenty7.io/solutions/saas-ad) - [Brand Marketing](https://theorytwenty7.io/solutions/saas-branding) - Pro - [Product Led Growth](https://theorytwenty7.io/solutions/plg-marketing-saas) - [Analyst Relations](https://theorytwenty7.io/solutions/analyst-relations-agency) - [Account Based Marketing](https://theorytwenty7.io/solutions/account-based-marketing-agency) - [Affiliate and Partner Marketing](https://theorytwenty7.io/solutions/saas-affiliate-marketing) - [Customer Marketing](https://theorytwenty7.io/solutions/saas-customer-marketing) - Who We Help - [Companies](https://theorytwenty7.io/company) - [Pre-Revenue SaaS](https://theorytwenty7.io/company/saas-pre-revenue) - [SaaS Start-Ups](https://theorytwenty7.io/company/saas-start-up) - [SaaS SMBs](https://theorytwenty7.io/company/saas-smb) - [Roles](https://theorytwenty7.io/role) - [SaaS Founders](https://theorytwenty7.io/role/saas-founders) - [SaaS CEOs](https://theorytwenty7.io/role/saas-ceo) - [SaaS Marketers](https://theorytwenty7.io/role/saas-marketer) - What We Share - [Blogs](https://theorytwenty7.io/blog) - [Templates](https://theorytwenty7.io/resources/templates) - [The Cost Of Marketing](https://theorytwenty7.io/buy/cost-of-saas-start-up-marketing) - [Who We Are](https://theorytwenty7.io/who-we-are) - [Subscribe](https://theorytwenty7.io/newsletter-subscription) - [Take The Quiz](https://theorytwenty7.io/saas-growth-quiz) - [About Us](https://theorytwenty7.io/who-we-are) - [MarTech We Love](https://theorytwenty7.io/who/martech-we-love) - [Our SaaS Partners](https://theorytwenty7.io/who/partners) - [How We Help](https://theorytwenty7.io/solutions) - Go - [Marketing Department](https://theorytwenty7.io/solutions/saas-marketing-team) - [Inbound Marketing](https://theorytwenty7.io/solutions/b2b-saas-inbound-marketing) - [HubSpot](https://theorytwenty7.io/solutions/hubspot-marketing-agency) - [Lead Generation](https://theorytwenty7.io/solutions/saas-lead-generation) - [Reporting and Analytics](https://theorytwenty7.io/solutions/saas-marketing-analytics) - [SEO](https://theorytwenty7.io/solutions/saas-seo-consulting-b2b) - Gro - [Product Launch](https://theorytwenty7.io/solutions/saas-product-launch-marketing) - [Product Marketing](https://theorytwenty7.io/solutions/saas-product-marketing) - [Demand Generation](https://theorytwenty7.io/solutions/saas-demand-generation) - [Paid Ads](https://theorytwenty7.io/solutions/saas-ad) - [Brand Marketing](https://theorytwenty7.io/solutions/saas-branding) - Pro - [Product Led Growth](https://theorytwenty7.io/solutions/plg-marketing-saas) - [Analyst Relations](https://theorytwenty7.io/solutions/analyst-relations-agency) - [Account Based Marketing](https://theorytwenty7.io/solutions/account-based-marketing-agency) - [Affiliate and Partner Marketing](https://theorytwenty7.io/solutions/saas-affiliate-marketing) - [Customer Marketing](https://theorytwenty7.io/solutions/saas-customer-marketing) - Who We Help - [Companies](https://theorytwenty7.io/company) - [Pre-Revenue SaaS](https://theorytwenty7.io/company/saas-pre-revenue) - [SaaS Start-Ups](https://theorytwenty7.io/company/saas-start-up) - [SaaS SMBs](https://theorytwenty7.io/company/saas-smb) - [Roles](https://theorytwenty7.io/role) - [SaaS Founders](https://theorytwenty7.io/role/saas-founders) - [SaaS CEOs](https://theorytwenty7.io/role/saas-ceo) - [SaaS Marketers](https://theorytwenty7.io/role/saas-marketer) - What We Share - [Blogs](https://theorytwenty7.io/blog) - [Templates](https://theorytwenty7.io/resources/templates) - [The Cost Of Marketing](https://theorytwenty7.io/buy/cost-of-saas-start-up-marketing) - [Who We Are](https://theorytwenty7.io/who-we-are) - [Subscribe](https://theorytwenty7.io/newsletter-subscription) - [Take The Quiz](https://theorytwenty7.io/saas-growth-quiz) - [About Us](https://theorytwenty7.io/who-we-are) - [MarTech We Love](https://theorytwenty7.io/who/martech-we-love) - [Our SaaS Partners](https://theorytwenty7.io/who/partners) [Grow with us](https://theorytwenty7.io/buy/pricing?hsLang=en) ###### PLG MARKETING SOLUTION # Build Your PLG Marketing Engine Product-led growth (PLG) gives buyers more time using the product and less with sales reps. Let’s find if PLG that fits you, using ProductLed marketing best practices and metrics, that makes organic acquisition as easy as counting 1, 2, 3. [Start Marketing Using PLG](https://theorytwenty7.io/discovery?hsLang=en) ## Product Led Growth Marketing With the theorytwenty7 PLG marketing solution, you’ll give your product the foundations to drive revenue. By turning your product into an organic growth tool, you'll transform everything from bland to personalized—from sign-up and onboarding to customer success. Let's make your product the star. ##### The PLG marketing solution that... ###### is great for: product usage that creates a customer acquisition cost you won't believe. ###### bundles with: [Inbound Marketing](https://theorytwenty7.io/solutions/b2b-saas-inbound-marketing?hsLang=en) and [Customer Marketing](https://theorytwenty7.io/solutions/saas-customer-marketing?hsLang=en) solutions. ![PLG Experience](https://theorytwenty7.io/hubfs/Theorytwenty7_2024/Images/Icons/icon-25-sales-enablement.svg) ###### We Understand PLG We know PLG brings the fear of the unknown – we’ll help you navigate. ![Choosing PLG Motions](https://theorytwenty7.io/hubfs/Theorytwenty7_2024/Images/Icons/icon-93-select.svg) ###### We Assess PLG Suitability We know PLG isn’t right for everyone – we’ll assess what type of PLG play you’ll need. ![PLG Change Management](https://theorytwenty7.io/hubfs/Theorytwenty7_2024/Images/Icons/icon-1.svg) ###### We Embrace Change We understand PLG means shifting how we view GTM – but we’ll help culture follow. ![PLG Tech Stack](https://theorytwenty7.io/hubfs/Theorytwenty7_2024/Images/Icons/icon-95-tech-plan.svg) ###### We Plan For Tech We’ll recommend the PLG tech solutions right for your needs, now and tomorrow. ![PLG Metrics](https://theorytwenty7.io/hubfs/Theorytwenty7_2024/Images/Icons/icon-96-goals.svg) ###### We Refocus Metrics And Goals We turn Sales-driven and Product-driven goals into meaningful PLG metrics. ![PLG buying experience](https://theorytwenty7.io/hubfs/Theorytwenty7_2024/Images/Icons/icon-97-optimize.svg) ###### We Optimize We use your user data to refine the PLG buying experience to drive more MRR. ## PLG Experience You Can Trust ![PLG certificate](https://theorytwenty7.io/hs-fs/hubfs/Theorytwenty7_2024/Images/Sharpened%20Images/product-led-logo.png?width=300&height=150&name=product-led-logo.png) ![PMA-logo](https://theorytwenty7.io/hs-fs/hubfs/Theorytwenty7_2024/Images/Sharpened%20Images/PMA-logo.png?width=300&height=150&name=PMA-logo.png) ![ProductLed quote ](https://theorytwenty7.io/hs-fs/hubfs/Theorytwenty7_2024/Images/Home/quote.png?width=60&height=38&name=quote.png) 58% of B2B SaaS companies are integrating PLG into their GTM. ![productled on how many B2B SaaS companies are integrating PLG](https://theorytwenty7.io/hs-fs/hubfs/Theorytwenty7_2024/Images/Sharpened%20Images/productled-white.png?width=200&height=100&name=productled-white.png) ## What Our PLG Solution Does Adopting a Product Led Growth motion into your go-to-market is a big step to take. We'll help you understand whether it's the right step, and if so, in what direction you can take. PLG can include sales reps, for instance. Whatever your B2B marketing team, we'll look at your freemium product, your buyers, their journey, and how to configure PLG for your product. ## 1. ###### Assess Your PLG Fit We start with your culture, product, and buyers to understand if there’s a fit. If you don't have an early customer profile eager to use your product, or if the product is too implementation-heavy, it won't work. We review your customer acquisition model, your use of SaaS metrics across the revenue team, and your budget before PLG is greenlit. ## 2. ###### Internal Education We take your business through a PLG journey. It's not easy adapting to PLG, and it takes hearts, minds, and a plan. That means PLG workshops at a stakeholder-appropriate level and monthly resources to make PLG a common language for all. ## 3. ###### A-Ha Moments We map key points in your product that make users smile - A-ha! moments. That's done by speaking with early customers and observing users. We pinpoint where users find the most value and guide prospects and users to that moment faster, basing pricing and marketing around it to feed virality. ## 4. ###### PLG Implementation Roadmap We create a PLG implementation plan for every stakeholder to track. With steps, timelines, goals, and more, you'll go from introducing a PLG strategy to executing it. This guides the PLG transition, minimizing disruption on that path. ## 5. ###### Recommended Tech Stack We recommend and help implement PLG tech. That's data location to feeding usage data to marketing to drive engagement. This tech enhances your PLG plays, such as user analytics, customer onboarding, in-app messaging, and data tracking, as well as how to use it. ## 6. ###### Conversion Journeys We optimize user journeys within your PLG world. That includes defining user stories for developers to build product signals, designing and refining paths as users go from free to paid, encouraging upgrades, and giving that TLC that turns users into your very own product champions. ## 7. ###### PLG Automation When it comes to engaging your users, we'll put to use email marketing and SDRs to drive engagement with users. Coupled with our SEO, Customer Marketing, SaaS Ad, and Lead & Demand Generation Marketing solutions, you'll create a multi-layered approach to increase acquisition and usage. ## 8. ###### PLG Metrics We wrap this all up with PLG metrics and reporting. You'll understand key product-led metrics. That includes virality, organic growth, PQLs, customer acquisition cost, customer payback periods, onboarding drop-off, ARPU, and invites per user.  ![Forrester quote on plg](https://theorytwenty7.io/hs-fs/hubfs/Theorytwenty7_2024/Images/Home/quote.png?width=60&height=38&name=quote.png) Nearly 75% of B2B buyers say they would prefer to buy through an app or website, rather than a salesperson. ![forrester quote on b2b buyers wanting to buy through websites](https://theorytwenty7.io/hs-fs/hubfs/Theorytwenty7_2024/Images/Sharpened%20Images/forrester-white.png?width=200&height=100&name=forrester-white.png) ## SaaS PLG Tech Stack PLG comes in many shapes and sizes, but here’s some software to get you started: ![Demandbase for targeted ads to users and their company](https://theorytwenty7.io/hs-fs/hubfs/Theorytwenty7_2024/Images/Sharpened%20Images/demandspace.png?width=500&height=250&name=demandspace.png) ![hubspot for marketing automation to users](https://theorytwenty7.io/hs-fs/hubfs/Theorytwenty7_2024/Images/Sharpened%20Images/hubspot-logo.png?width=500&height=250&name=hubspot-logo.png) ![hunter.io for finding contacts in user's company](https://theorytwenty7.io/hs-fs/hubfs/Theorytwenty7_2024/Images/Sharpened%20Images/hunter.io.png?width=820&height=410&name=hunter.io.png) ![expandi for targeted social outreach](https://theorytwenty7.io/hs-fs/hubfs/Theorytwenty7_2024/Images/Sharpened%20Images/expand-io-logo.png?width=500&height=250&name=expand-io-logo.png) ![thanks.io to reward your PLG champions](https://theorytwenty7.io/hs-fs/hubfs/Theorytwenty7_2024/Images/Sharpened%20Images/thanks-io-logo.png?width=500&height=250&name=thanks-io-logo.png) ![user guiding to make for a seamless PLG onboarding](https://theorytwenty7.io/hs-fs/hubfs/Theorytwenty7_2024/Images/Sharpened%20Images/user-guiding-logo.png?width=500&height=250&name=user-guiding-logo.png) ![heap customer insights tool](https://theorytwenty7.io/hs-fs/hubfs/Theorytwenty7_2024/Images/Sharpened%20Images/heap-logo.png?width=500&height=250&name=heap-logo.png) ![refiner for capturing user feedback](https://theorytwenty7.io/hs-fs/hubfs/Theorytwenty7_2024/Images/Sharpened%20Images/refiner-logo.png?width=500&height=250&name=refiner-logo.png) ![pocus for driving plg PQL sales](https://theorytwenty7.io/hs-fs/hubfs/Theorytwenty7_2024/Images/Sharpened%20Images/pocus-logo.png?width=500&height=250&name=pocus-logo.png) ## How Our PLG Solution Helps Unlock the growth potential of your product and move away from a sales-led model with theorytwenty7, and you'll empower users to experience and benefit from your product in a way that: Educates internal teams to create PLG buy-in and excitement Builds a customer-centric approach across your business Unlocks user insights that inform product direction and gamify usage Reduces manual touchpoints and wasted resources in Marketing, Sales, and Customer Success, ensuring that more time is spent where value can be added, meaning teams scale in more strategically valuable areas Gives users the buying and customer experience that they expect in the 2020s Creates seamless user onboarding and activation, frictionless and optimized to get users up to speed and experiencing value that creates MRR quicker ## Results That Roar ![i-nexus-strategy-software](https://theorytwenty7.io/hs-fs/hubfs/Theorytwenty7_2024/Images/Sharpened%20Images/i-nexus-strategy-software-logo.png?width=500&height=250&name=i-nexus-strategy-software-logo.png) #### $170k MRR In Four Years For US Strategy Software Vendor - 100% increase in SQLs YoY x4 years - 98% retention rate - 90+ search visibility for niche keywords - 5+ G2 category award wins ![Pluxee_Logo_HR Software](https://theorytwenty7.io/hs-fs/hubfs/Theorytwenty7_2024/Images/Sharpened%20Images/pluxee-logo.png?width=500&height=250&name=pluxee-logo.png) #### Establishing UK+I HR and Sales Software Vendor As Thought Leader In Two Categories - 67% decrease in cost per lead - 83% increase in organic traffic YoY - Re-brand of 7 different entities - HubSpot marketing and sales implementation ![AQA data quality software](https://theorytwenty7.io/hs-fs/hubfs/Theorytwenty7_2024/Images/Sharpened%20Images/AQA-logo.png?width=500&height=250&name=AQA-logo.png) #### Finding Product-Market-Fit For US and EMEA Data PLG SaaS Solution - Early customer profile market research - PLG implementation - Key account win from market leaders in Cloud Services ![Glide cloud software and connectivity](https://theorytwenty7.io/hs-fs/hubfs/Theorytwenty7_2024/Images/Sharpened%20Images/glide-logo.png?width=500&height=250&name=glide-logo.png) #### $340k MRR for Cloud Software and Connectivity Via Inbound Marketing - 133% increase in SQLs YoY - $340k MRR in four years - 71% increase in organic traffic <1 year - Telecom category award wins in 2018 & 2020 ![purpleseven ticketing software](https://theorytwenty7.io/hs-fs/hubfs/Theorytwenty7_2024/Images/Sharpened%20Images/purple-seven-logo.png?width=500&height=250&name=purple-seven-logo.png) #### Established Lead Generation For UK and APAC Ticketing Software Vendor - 20% increase in inbound SQLs within a year - Implemented CRM and automation - Lead scoring and positioning development - Content development and MQL nurturing ## Begin Your Product-Led Growth Journey Today See how our SaaS start-up product-led growth marketing solution makes your product the centerpiece of your go-to-market, and delivers the experience your buyers crave by booking a discovery call with theorytwenty7 today. [Grow Revenue With PLG](https://theorytwenty7.io/discovery?hsLang=en) ![James Milsom B2B SaaS PLG expert consultant](https://theorytwenty7.io/hs-fs/hubfs/Brand%20-%20DO%20NOT%20DELETE/JM%20TT7TM%20headshot%20rounded.jpg?width=250&height=250&name=JM%20TT7TM%20headshot%20rounded.jpg) ## PLG Solution FAQs - How do we get started with your PLG solution? + - We start with a [discovery call](https://theorytwenty7.io/book-a-discovery?hsLang=en) to help understand your goals, and then look at how PLG can be ran alongside other initiatives, such as [customer](https://theorytwenty7.io/solutions/saas-customer-marketing?hsLang=en) and [product marketing](https://theorytwenty7.io/solutions/saas-product-marketing?hsLang=en). - How long does it take to see results with PLG? + - PLG, as a strategy, takes 6+ months to take shape. However, if taking elements of PLG, such as offering a trial, the results can be overnight. We will work on defining you goals in the planning stage. - How much does the PLG solution cost alone? + - theorytwenty7 is a subscription service, designed to group complementary [marketing solutions](https://theorytwenty7.io/solutions?hsLang=en). But, individual solutions can be bought or added on. [Book a call for more](https://theorytwenty7.io/meetings/chat-with-james/discovery?hsLang=en). - What internal teams need to be involved with the PLG solution? + - PLG impacts your entire organization, and so would require careful selection of stakeholders from across the business. These people will be identified in the planning phase of the strategy. - Does the PLG solution include the cost of subscriptions? + - Our PLG solution is for the planning, execution, and optimization of a PLG strategy. The cost of any form of subscription, such as Pocus for PLG, or [HubSpot](https://theorytwenty7.io/solutions/hubspot-marketing-agency?hsLang=en), is from your budget. Any tech required will be scoped with costings, where available. - How is the PLG solution different from the product marketing and product launch solutions? + - The PLG solution focuses on introducing a PLG strategy to your business. Our [product launch](https://theorytwenty7.io/solutions/saas-product-launch-marketing?hsLang=en) solution is for [SaaS Founders](https://theorytwenty7.io/role/saas-founders?hsLang=en) taking a product to market. Our [product marketing](https://theorytwenty7.io/solutions/saas-product-marketing?hsLang=en) solution is for [SaaS CEOs](https://theorytwenty7.io/role/saas-ceo?hsLang=en) with existing products who would like to reposition their product. [![theorytwenty7 B2B SaaS Start-uP Marketing Agency](https://theorytwenty7.io/hubfs/Brand%20-%20DO%20NOT%20DELETE/Logos/theorytwenty7-tag-logo.svg "theorytwenty7 B2B SaaS Start-uP Marketing Agency")](https://theorytwenty7.io/?hsLang=en) 44661 Endicott Dr, Apt. W109 Ashburn, VA 20147 United States [hello@theorytwenty7.io](mailto:hello@theorytwenty7.io) All rights reserved. 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However, if taking elements of PLG, such as offering a trial, the results can be overnight. We will work on defining you goals in the planning stage." }, "name" : "How long does it take to see results with PLG?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "theorytwenty7 is a subscription service, designed to group complementary marketing solutions. But, individual solutions can be bought or added on. Book a call for more." }, "name" : "How much does the PLG solution cost alone?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "PLG impacts your entire organization, and so would require careful selection of stakeholders from across the business. These people will be identified in the planning phase of the strategy." }, "name" : "What internal teams need to be involved with the PLG solution?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Our PLG solution is for the planning, execution, and optimization of a PLG strategy. The cost of any form of subscription, such as Pocus for PLG, or HubSpot, is from your budget. Any tech required will be scoped with costings, where available." }, "name" : "Does the PLG solution include the cost of subscriptions?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "The PLG solution focuses on introducing a PLG strategy to your business. Our product launch solution is for SaaS Founders taking a product to market. Our product marketing solution is for SaaS CEOs with existing products who would like to reposition their product." }, "name" : "How is the PLG solution different from the product marketing and product launch solutions?" } ] } ```