Leading with the Product =/= PLG

When ‘Good Ideas’ Go Wrong…

Find me a “good idea”, and I’ll find you people who took advantage of the concept and tried to run it into the ground.

In the SaaS world, there’s an ever-increasing focus on “Product-Led Growth” (PLG) -- the go-to-market (GTM) model that lets a product “sell itself” by putting it front and center in customer acquisition. When done correctly, the strategy is great for revenue teams, allowing for self-qualification and more informed prospects at the top of the funnel.

However, the conversation around PLG has become narrowly focused on freemium offerings or instant sign-ups, leaving out the broader implications of what “leading with the product” can truly mean in a SaaS GTM strategy.

What Does It Really Mean to ‘Lead with Product’?

At its core, leading with the product is about showcasing a solution's value directly to potential users early in their exploration.

It allows prospects to experience what the product can ‘do’ for them, putting its features and functionality at the forefront of the buyer journey to build awareness, drive engagement, and facilitate conversion when the product is top-of-mind.

It’s ultimately about self-qualification. The strategy is an avenue to eliminate the unqualified buyer from a complicated solution-set, giving them a quick out before wasting the time of your sales engine; or letting them see the value before they take a call with sales.

However, leading with the product doesn’t automatically mean a ‘free trial’ or no-obligation sign-up. It’s a fundamental approach of presenting value that prioritizes instant value-demonstration—not just marketing—the product’s value.

This can be achieved through a range of strategies that don't necessarily include a freemium or self-service model. Major misnomer!

**Freemium Is Just One of Many Paths to PLG**

While freemium offerings are a great way to allow users to try-before-they-buy, it’s important to note that this is just one aspect of a PLG strategy. Companies “leading with the product” can take other, highly effective approaches:

Guided Product Demos: High-touch, guided demos let potential users experience the product with context and support, which is especially valuable for complex or high-stakes tools where a clear understanding of ROI is crucial.
Content-Driven Product Walkthroughs: Using content such as case studies, video walkthroughs, and interactive tutorials can give prospects an in-depth look at product functionality without needing immediate hands-on access.
Strategic Trials With Feature Highlights: A trial that’s available upon request, or at a later stage in the sales cycle, still emphasizes the product. Carefully curated trials let sales teams highlight features that will resonate most with the prospective user’s specific needs.
Integrated Evaluation Periods: Some companies may lead with the product by making it easy to switch between evaluation and production modes. This allows users to experience the product while seamlessly moving from testing to live use.

The Real Benefit of ‘Leading with the Product’ in SaaS GTM

Putting the product at the forefront offers SaaS companies unique advantages:

Reduced Friction in Decision-Making: Buyers increasingly value direct experience. By leading with the product, SaaS companies can reduce buyer hesitancy and enable more confident decisions.
Alignment with Customer Expectations: Customers today seek transparency and instant proof of value. A product-first approach aligns with these expectations, making it easier to build trust and credibility.
Focus on Value: By emphasizing real use cases and benefits rather than abstract promises, leading with the product allows companies to focus on customer outcomes.

PLG Without Freemium—A Viable Model

The idea of PLG is less about freemium and more about orienting the GTM strategy around the product and user experience.

Whether it’s through a freemium model or an alternative, leading with the product can be transformative for SaaS companies.

By defining what “product-led” means in a way that best fits their unique offering and market, SaaS businesses can create powerful pathways to growth, proving that a PLG strategy isn’t a one-size-fits-all approach.