Product-Led Growth Marketing
Product-led growth marketing is a growth strategy employed by companies that feel that their product has a Unique Selling Point and ¦ or gives them Competitive Advantage.
It is an interesting approach as it implies a shift of focus from Top Of Funnel Awareness ¦ Consideration ¦ Conversion strategies to what might be called Product Flywheel strategies.
Product-Led Growth Flywheel
The Product-Led Flywheel approach is to stop considering user acquisition as a sequential top to bottom funnel (Awareness --> Consideration --> Conversion --> Retention) but to start to consider customer acquisition as a circular Flywheel focused on creating Product Advocates rather that just Customers.
Product-Led Growth Examples
Software as a Service (SaaS) companies like Slack are often quoted as using a Product-Led Growth playbook.