How PMM can lead PLS, segment messaging in PLG, pricing chatGPT has started

Makes one weak.

Welcome to the PLG Recap 📈 

I spend all week deep diving into the best PLG LinkedIn posts so you don't have to.

Here are my top 5 favorites from last week! 🔥

1️⃣ Anthony Pierri

Strategy or Tactic? Tactic

Growth lever = Product-led sales

Recap

• Is product marketing currently supporting your product-led sales strategy?

• Anthony shares his persona & use-case value propositions so that sales reps can be more equipped to turn PQLs into closed-won opportunities

• Leverage product signals into different persona buckets across different use cases. Segmenting and personalization are key in PLG.

• Utilize PMMs to be superpower segmenters dividing up each use case into capabilities, features, and benefits.

2️⃣ Robert Kaminski

Strategy or Tactic? Tactic

Growth lever = All levers

Recap

• Robert shares an awesome PLG teardown on messaging using our favorite PLG company, Calendly, as an example.

• The right message at the right time is critical because the user journey spans across acquisition, activation (retention), and conversion (monetization). So where do we start?

• Acquisition = Sharing the booking link

  • Messaging: what is the product and what is the problem

  • Where to message: marketing campaigns and landing pages

• Activation = Setting up an event

  • Messaging: follow a feature flow and experience the capability

  • Where to message: in-app lifecycle and flows

• Monetization = Extra calendars, events, and customizations

  • Messaging: next level capabilities and scale promised benefits

  • Where to message: upgrade prompts, pricing page, and email

• TLDR; be clear and match the messaging to the user journey

3️⃣ Kyle Poyar

Strategy or Tactic? Tactics

Growth lever = Monetization

Recap

• ChatGPT is being bundled into various offerings across major PLG players in the market. But how should AI be priced? The early adopters set the market rates.

• Pricing strategies consist of:

  • Freemium and free plans are letting users try AI like Notion and Copy.ai for free.

  • Usage-based paywalls are the most common in tandem with a free plan. These tools such as Canva and Writer allow you to try out ChatGPT but either hit a paywall or have to upgrade to a paid plan.

• The bigger players can afford to bundle chatGPT AI services within their larger plans and use this as an experiment to gather data on conversion and usage.

• Newer players and AI-first companies like Copy.ai and Jasper will be more sensitive to pricing strategies since they are less diversified.

4️⃣ Yaakov Carno

Strategy or Tactic? Tactic

Growth lever = Retention

Recap

• Yaakov's middle name is “The PLG Flywheel” because I’d be surprised if you haven’t seen it yet but this time, he shares the specific metrics to track along the way!

• My favorite metrics to call out:

  • Time-to-value (TTV)

  • User-generated content rate (curious how this one is measured 🤔)

  • Feature usage rate

• Feature usage rate is often forgotten. Product leaders know when to sunset a product feature because its usage is no longer driving business impact.

• Advocate → Activate → Adopt → Adore

5️⃣ Krista Martin

Strategy or Tactic? Tactic

Growth lever = Monetization

Recap

• I love this! Applying the product/company lifecycle adoption curve is so important to the PLG tactics and strategies

• It’s all about segmentation, messaging, and understanding the behavior of your end users because it will determine the likelihood and method by which they adopt your product

• Innovators need a personal relationship and your personal time to make them successful. Remove friction at all costs, literally.

• Early adopters need the vision. They will pay and use your freemium plan.

• For the early majority, they will do due diligence and will require a prescriptive understanding of the value. Reverse trials and free team offerings are great PLG tactics.

6️⃣ My post of the week - To PLM✅or NOT to PLM🔴?

Thanks for taking the time to stop by today!

Go here to read previous weekly PLG Recaps.

Was this forwarded to you? Subscribe with one click.

If you're finding this newsletter valuable, please share and spread the word if you can!

See you next time.

-Drew