{"id":141149,"date":"2023-09-25T13:14:01","date_gmt":"2023-09-25T13:14:01","guid":{"rendered":"https:\/\/userpilot.com\/blog\/plg-motion\/"},"modified":"2025-06-26T02:39:12","modified_gmt":"2025-06-26T02:39:12","slug":"plg-motion","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/plg-motion\/","title":{"rendered":"How to Use the PLG Motion to Drive Growth"},"content":{"rendered":"<p>What is a PLG motion? And how can your SaaS business use them to facilitate <a href=\"https:\/\/userpilot.com\/solutions\/product-led-growth\/\" target=\"_blank\" rel=\"noopener noreferrer\">product growth<\/a>?<\/p>\n<p>These are the main questions that the article tackles, so if you&#8217;re looking for the answers, we&#8217;ve got them!<\/p>\n<p>Let&#8217;s dive in!<\/p>\n<h2 id=\"37uhh\">Summary of PLG motion<\/h2>\n<ul>\n<li>A PLG motion is a growth strategy focused on using the product itself as the main driver of growth.<\/li>\n<li><a href=\"https:\/\/userpilot.com\/blog\/product-led-vs-sales-led\/\" target=\"_blank\" rel=\"noopener noreferrer\">In contrast, a sales-led <\/a>motion relies on sales teams to nurture leads and make deals. It\u2019s a popular strategy in the enterprise software space.<\/li>\n<li>No companies are 100% PLG. Even the most successful ones have sales teams to close deals with high-value customers.<\/li>\n<li>A successful PLG motion allows organizations to reduce <a href=\"https:\/\/userpilot.com\/blog\/ltv-cac-ratio-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer acquisition<\/a> and support costs while continuously driving growth by leveraging <a href=\"https:\/\/userpilot.com\/blog\/word-of-mouth-wom\/\" target=\"_blank\" rel=\"noopener noreferrer\">WOM<\/a>, <a href=\"https:\/\/userpilot.com\/blog\/product-virality\/\" target=\"_blank\" rel=\"noopener noreferrer\">product virality<\/a>, and referral schemes.<\/li>\n<li>Users prefer the <a href=\"https:\/\/userpilot.com\/blog\/self-service-software-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">self-service model <\/a>of PLG to the traditional sales-led approach.<\/li>\n<li>Start building your PLG motion by mapping out your <a href=\"https:\/\/userpilot.com\/blog\/saas-conversion-funnel\/\" target=\"_blank\" rel=\"noopener noreferrer\">funnel<\/a>.<\/li>\n<li>Next, assign responsibilities at each stage of the <a href=\"https:\/\/userpilot.com\/blog\/b2b-saas-customer-journey-map\/\" target=\"_blank\" rel=\"noopener noreferrer\">journey <\/a>to the right team, for example, acquisition to <a href=\"https:\/\/userpilot.com\/blog\/how-to-build-saas-product-marketing-team\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing<\/a> and activation to product and<a href=\"https:\/\/userpilot.com\/blog\/customer-success-roles\/\" target=\"_blank\" rel=\"noopener noreferrer\"> customer success.<\/a><\/li>\n<li>For each stage, choose the <a href=\"https:\/\/userpilot.com\/blog\/saas-funnel-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">metrics <\/a>to track performance and decide which team owns them. For example, the sales could own the revenue metrics like <a href=\"https:\/\/userpilot.com\/blog\/expansion-mrr\/\" target=\"_blank\" rel=\"noopener noreferrer\">MRR<\/a> or <a href=\"https:\/\/userpilot.com\/blog\/saas-metrics-101-ltv-lifetime-value\/\" target=\"_blank\" rel=\"noopener noreferrer\">CLV<\/a>.<\/li>\n<li>Next, put your teams to work on implementing their corresponding <a href=\"https:\/\/userpilot.com\/blog\/retention-playbook\/\" target=\"_blank\" rel=\"noopener noreferrer\">playbooks <\/a>and driving <a href=\"https:\/\/userpilot.com\/blog\/activation-metrics-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">key metrics.<\/a><\/li>\n<li>As they do so, use <a href=\"https:\/\/userpilot.com\/blog\/product-usage-analytics-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">product usage analytics<\/a> to track their performance and optimize processes.<\/li>\n<li>Examples of <a href=\"https:\/\/userpilot.com\/blog\/product-led-organization\/\" target=\"_blank\" rel=\"noopener noreferrer\">companies <\/a>that have successfully harnessed the PLG model include Loom, Slack, <a href=\"https:\/\/userpilot.com\/blog\/groupize-gamification-case-study\/\" target=\"_blank\" rel=\"noopener noreferrer\">Groupize<\/a>, and Canva.<\/li>\n<li>If you want to see how Userpilot can help you implement your PLG motion and track its success,<a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\"> book the demo!<\/a><\/li>\n<\/ul>\n<h2 id=\"anrco\">What is a product-led growth (PLG) motion?<\/h2>\n<p>A <a href=\"https:\/\/userpilot.com\/blog\/tag\/expension-revenue\/\">product-led growth<\/a> (PLG) motion is a growth strategy that focuses on the product itself as the main growth driver.<\/p>\n<p>PLG companies use a range of <a href=\"https:\/\/userpilot.com\/blog\/product-led-acquisition\/\" target=\"_blank\" rel=\"noopener noreferrer\">user acquisition strategies<\/a> like <a href=\"https:\/\/userpilot.com\/blog\/word-of-mouth-wom\/\" target=\"_blank\" rel=\"noopener noreferrer\">word-of-mouth marketing <\/a>or<a href=\"https:\/\/userpilot.com\/blog\/freemium-free-trial-jana-frejova-spendesk\/\" target=\"_blank\" rel=\"noopener noreferrer\"> free trials<\/a> to attract new users. Once this happens, they ensure that users experience the<a href=\"https:\/\/userpilot.com\/blog\/product-value\/\" target=\"_blank\" rel=\"noopener noreferrer\"> product value<\/a> to <a href=\"https:\/\/userpilot.com\/blog\/5-tactics-to-increase-paid-conversion-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\">convert them into paying customers.<\/a><\/p>\n<p>This reduces the importance of sales teams, as the product does the selling.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/product-led-growth-plg-motion_be477bdcfa84e7498fd9f91f9c4ea303_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/product-led-growth-plg-motion_be477bdcfa84e7498fd9f91f9c4ea303_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/product-led-growth-plg-motion_be477bdcfa84e7498fd9f91f9c4ea303_800.jpg\" alt=\"A PLG Motion\" \/><\/picture><figcaption>A PLG motion.<\/figcaption><\/figure>\n<h2 id=\"dpjlc\">Product-led growth (PLG) vs. sales-led growth?<\/h2>\n<p><a href=\"https:\/\/userpilot.com\/blog\/product-led-vs-sales-led\/\" target=\"_blank\" rel=\"noopener noreferrer\">Product-led and sales-led <\/a>are often considered two extreme approaches to growing product growth. They are indeed based on very different principles.<\/p>\n<p>In sales-led companies, the sales team and sales reps<a href=\"https:\/\/userpilot.com\/blog\/mql-to-sql-conversion\/\" target=\"_blank\" rel=\"noopener noreferrer\"> nurture and convert the marketing-qualified leads<\/a> using sales techniques like demos and presentations to close the deals. It&#8217;s an approach that is often preferred when selling software to larger enterprises.<\/p>\n<p>Product-led growth relies on the product as the primary growth driver.<\/p>\n<p>The idea is that if you manage to get the potential customers inside the product, they will realize how valuable it is and <a href=\"https:\/\/userpilot.com\/blog\/how-to-boost-trial-to-paid-conversion\/\" target=\"_blank\" rel=\"noopener noreferrer\">subscribe to the paid version<\/a>, ideally using self-service solutions and without even talking to the customer-facing teams.<\/p>\n<p>However, it&#8217;s a common misconception that PLG companies don&#8217;t need <a href=\"https:\/\/userpilot.com\/blog\/how-to-build-saas-product-marketing-team\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing <\/a>or sales teams. They are still necessary to acquire customers before the product has a chance to work its magic and some high-value customers often need a bit of extra love before they buy.<\/p>\n<p>That&#8217;s why we often talk about <a href=\"https:\/\/userpilot.com\/blog\/product-led-sales\/\" target=\"_blank\" rel=\"noopener noreferrer\">product-led sales<\/a>, a hybrid approach that combines PLG and traditional sales processes.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/userpilot-product-led-growth-vs-sales-led-growth-plg-motion_7dd8a6a4ba304576af7f976aadb55e3c_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/userpilot-product-led-growth-vs-sales-led-growth-plg-motion_7dd8a6a4ba304576af7f976aadb55e3c_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/userpilot-product-led-growth-vs-sales-led-growth-plg-motion_7dd8a6a4ba304576af7f976aadb55e3c_800.jpg\" alt=\"Customer journeys under the two growth strategies\" \/><\/picture><figcaption>Customer journeys under the two growth strategies.<\/figcaption><\/figure>\n<h2 id=\"1r2ac\">Why should you use a PLG motion strategy?<\/h2>\n<p>Product-led growth is a very attractive concept for SaaS companies because it offers a number of benefits.<\/p>\n<p>Firstly, it has the potential to reduce the customer acquisition costs. By offering free trials and freemium plans, a product-led company can <a href=\"https:\/\/userpilot.com\/blog\/product-led-acquisition\/\" target=\"_blank\" rel=\"noopener noreferrer\">grow its customer base <\/a>rapidly without putting an unnecessary burden on its sales and <a href=\"https:\/\/userpilot.com\/blog\/saas-customer-success-guide\/\">customer success teams<\/a>.<\/p>\n<p>And once you put the PLG wheel in motion, it won&#8217;t stop. Satisfied customers promote the product for you through WOM and referral schemes, which drives further growth.<\/p>\n<p>The self-service model, which enables PLG, is not only more scalable than traditional sales processes but also more appealing to modern buyers. They prefer exploring the product themselves in the purchase process instead of talking to a sales rep.<\/p>\n<p>Most importantly, PLG motivates organizations to build better products. If the business&#8217;s success depends on <a href=\"https:\/\/userpilot.com\/blog\/how-to-measure-customer-satisfaction\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer satisfaction, <\/a>you need to make sure that it addresses<a href=\"https:\/\/userpilot.com\/blog\/customer-pain-points\/\" target=\"_blank\" rel=\"noopener noreferrer\"> customer pain points<\/a> and needs.<\/p>\n<h2 id=\"2sqko\">How to build a successful product-led growth motion?<\/h2>\n<p>Building a successful PLG strategy consists of 5 main steps. Let\u2019s see what happens at each of them.<\/p>\n<h3 id=\"151km\">1. Map the funnel<\/h3>\n<p>As mentioned, companies are never 100% product-led, so your funnel may have elements of both self-serve and sales-assist funnels.<\/p>\n<p>For example, you could use marketing campaigns to acquire <a href=\"https:\/\/userpilot.com\/blog\/saas-signup-flow\/\" target=\"_blank\" rel=\"noopener noreferrer\">sign-ups <\/a>and leads who then engage with the product through the <a href=\"https:\/\/userpilot.com\/blog\/freemium-free-trial-jana-frejova-spendesk\/\" target=\"_blank\" rel=\"noopener noreferrer\">freemium or free trial.<\/a><\/p>\n<p>That&#8217;s how they turn into product-qualified leads (PQLs), that is, those who are likely to convert to paying customers but aren\u2019t ready just yet. That&#8217;s where your sales reps step in, nurture them and ultimately close the deal.<\/p>\n<p>Most of the freemium or free trial users, however, convert through the <a href=\"https:\/\/userpilot.com\/blog\/self-service-support-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">self-service funnel.<\/a><\/p>\n<h3 id=\"6uffb\">2. Build teams and assign parts of the funnel<\/h3>\n<p>Once you have the funnels mapped out, build the teams to support each stage.<\/p>\n<p>You will most likely need the:<\/p>\n<ul>\n<li>Marketing team &#8211; to acquire customers and drive <a href=\"https:\/\/userpilot.com\/blog\/account-expansion-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">account expansion<\/a><\/li>\n<li><a href=\"https:\/\/userpilot.com\/blog\/product-team-structure\/\" target=\"_blank\" rel=\"noopener noreferrer\">Product team <\/a>&#8211; to design <a href=\"https:\/\/userpilot.com\/blog\/best-onboarding-software-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">onboarding<\/a> experiences at the <a href=\"https:\/\/userpilot.com\/blog\/the-aha-moment-for-product-onboarding-activation\/\" target=\"_blank\" rel=\"noopener noreferrer\">activation<\/a> stage<\/li>\n<li>Customer success team &#8211; to help with <a href=\"https:\/\/userpilot.com\/blog\/user-onboarding\/\" target=\"_blank\" rel=\"noopener noreferrer\">user onboarding<\/a>, prevent <a href=\"https:\/\/userpilot.com\/blog\/reasons-for-customer-churn\/\" target=\"_blank\" rel=\"noopener noreferrer\">user churn<\/a>, and <a href=\"https:\/\/userpilot.com\/blog\/drive-product-adoption\/\" target=\"_blank\" rel=\"noopener noreferrer\">drive adoption<\/a><\/li>\n<li>Sales team &#8211; to nurture PQLs and identify account expansion opportunities<\/li>\n<\/ul>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/dave-mcclures-pirate-metrics-plg-motion_ac16ca4bfa373c5ee09e438ececd29b6_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/dave-mcclures-pirate-metrics-plg-motion_ac16ca4bfa373c5ee09e438ececd29b6_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/dave-mcclures-pirate-metrics-plg-motion_ac16ca4bfa373c5ee09e438ececd29b6_800.jpg\" alt=\"PLG Funnel Stages\" \/><\/picture><figcaption>PLG funnel stages.<\/figcaption><\/figure>\n<h3 id=\"10j1c\">3. Set metrics to track at each stage<\/h3>\n<p>Having assigned roles to teams across the organization, set relevant growth metrics for each team. Make sure that only one team owns each of the metrics.<\/p>\n<p>What metrics should you track?<\/p>\n<p>Relevant <strong>acquisition metrics<\/strong> include:<\/p>\n<ul>\n<li><a href=\"https:\/\/userpilot.com\/blog\/average-customer-acquisition-cost\/\" target=\"_blank\" rel=\"noopener noreferrer\">Customer Acquisition Cost (CAC)<\/a> &#8211; the average cost of attracting new customers<\/li>\n<li>Average revenue per user &#8211; the average income generated per customer<\/li>\n<\/ul>\n<p>At the <strong>Activation stage<\/strong>, you should track:<\/p>\n<ul>\n<li><a href=\"https:\/\/userpilot.com\/blog\/user-activation-for-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Activation rate<\/a> &#8211; the percentage of users who have achieved a pre-defined activation stage<\/li>\n<li>Product-qualified leads (PQLs)- activated users on the freemium plan or free trial who are likely to convert<\/li>\n<\/ul>\n<p>The key <strong>Retention metrics<\/strong> to watch are:<\/p>\n<ul>\n<li><a href=\"https:\/\/userpilot.com\/blog\/user-retention-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">Retention rate<\/a> &#8211; the percentage of users from the beginning of a period who are still customers at the end of the period<\/li>\n<li><a href=\"https:\/\/userpilot.com\/blog\/reduce-churn-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\">Churn rate<\/a> &#8211; the percentage of users who have abandoned the product during a period of time<\/li>\n<\/ul>\n<p>One possible metric to track at the <strong>Referral stage<\/strong> is the <a href=\"https:\/\/userpilot.com\/blog\/good-nps-score\/\" target=\"_blank\" rel=\"noopener noreferrer\">Net Promoter Score (NPS)<\/a>. The score shows how likely users are to recommend the product to their peers.<\/p>\n<p>The metrics to track at the <strong>Revenue stage<\/strong> include:<\/p>\n<ul>\n<li><a href=\"https:\/\/userpilot.com\/blog\/expansion-mrr\/\" target=\"_blank\" rel=\"noopener noreferrer\">MRR &#8211; Monthly Recurring Revenue<\/a> generated by the product<\/li>\n<li><a href=\"https:\/\/userpilot.com\/blog\/account-expansion-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Expansion<\/a> revenue &#8211; the additional revenue generated from existing customers<\/li>\n<li><a href=\"https:\/\/userpilot.com\/blog\/saas-metrics-101-ltv-lifetime-value\/\" target=\"_blank\" rel=\"noopener noreferrer\">Customer Lifetime Value<\/a> (CLV or CLTV) &#8211; the total revenue a business can expect to earn from a customer over the entire duration of their relationship<\/li>\n<\/ul>\n<h3 id=\"bju0j\">4. Implement playbooks to increase metrics<\/h3>\n<p>As you have your funnels and metrics mapped and aligned with the appropriate teams, it&#8217;s time to put them to work and implement your playbooks.<\/p>\n<h4 id=\"a2j9b\">Acquisition stage playbook<\/h4>\n<p>At the <a href=\"https:\/\/userpilot.com\/blog\/customer-acquisition\" target=\"_blank\" rel=\"noopener noreferrer\">acquisition<\/a> stage, the marketing leads all the efforts.<\/p>\n<p>Here are some of the tactics they might use:<\/p>\n<ul>\n<li>SEO <a href=\"https:\/\/userpilot.com\/blog\/content-marketing-vs-product-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">content marketing<\/a> &#8211; creating valuable and engaging content that ranks high in search engine results and attracts customers.<\/li>\n<li>Paid advertising &#8211; targeted online advertising campaigns on platforms like Google Ads and social media.<\/li>\n<li>Influencer partnerships &#8211; collaboration with industry influencers or thought leaders to leverage their audience and credibility.<\/li>\n<li><a href=\"https:\/\/userpilot.com\/blog\/saas-email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Email marketing &#8211;<\/a> lead generation campaigns and email sequences to capture and convert leads into customers.<\/li>\n<\/ul>\n<h4 id=\"735no\">Activation stage playbook<\/h4>\n<p>Driving customer <a href=\"https:\/\/userpilot.com\/blog\/customer-activation-funnel\/\" target=\"_blank\" rel=\"noopener noreferrer\">activation<\/a> is usually the domain of the product team but they&#8217;re often aided in their efforts by the marketing and customer success teams.<\/p>\n<p>What tactics do they use?<\/p>\n<ul>\n<li><a href=\"https:\/\/userpilot.com\/blog\/customer-onboarding\/\" target=\"_blank\" rel=\"noopener noreferrer\">User onboarding<\/a> &#8211; flows that guide new customers through the initial setup and use of the product.<\/li>\n<li><a href=\"https:\/\/userpilot.com\/blog\/in-app-messaging\/\" target=\"_blank\" rel=\"noopener noreferrer\">In-app messaging<\/a> &#8211; tooltips, <a href=\"https:\/\/userpilot.com\/blog\/ui-modal-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">modals<\/a>, or hotspots that provide real-time guidance and remove <a href=\"https:\/\/userpilot.com\/blog\/user-friction\/\" target=\"_blank\" rel=\"noopener noreferrer\">friction<\/a>.<\/li>\n<li><a href=\"https:\/\/userpilot.com\/blog\/ab-testing-product-management\/\" target=\"_blank\" rel=\"noopener noreferrer\">A\/B testing<\/a> &#8211; to optimize the performance of the in-app experiences.<\/li>\n<li><a href=\"https:\/\/userpilot.com\/blog\/end-user-training-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">User training<\/a> resources &#8211; <a href=\"https:\/\/userpilot.com\/blog\/video-tutorials\/\" target=\"_blank\" rel=\"noopener noreferrer\">video tutorials<\/a>, <a href=\"https:\/\/userpilot.com\/blog\/knowledge-base-benefits\/\" target=\"_blank\" rel=\"noopener noreferrer\">knowledge base<\/a> modules, and webinars to help users make the most of your product.<\/li>\n<li><a href=\"https:\/\/userpilot.com\/blog\/saas-personalized-user-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">User experience personalization <\/a>&#8211; using customer data to tailor user and product experiences to their unique needs.<\/li>\n<\/ul>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/ab-testing-plg-motion_96b26669a3a2eb02934f141f38afa375_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/ab-testing-plg-motion_96b26669a3a2eb02934f141f38afa375_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/ab-testing-plg-motion_96b26669a3a2eb02934f141f38afa375_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/ab-testing-plg-motion_96b26669a3a2eb02934f141f38afa375_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/ab-testing-plg-motion_96b26669a3a2eb02934f141f38afa375_800.jpg\" alt=\"PLG motion tactics: A\/B testing\" \/><\/picture><figcaption>PLG motion tactics: A\/B testing.<\/figcaption><\/figure>\n<h4 id=\"9a67v\">Retention stage playbook<\/h4>\n<p>The customer support and success teams are responsible for driving customer <a href=\"https:\/\/userpilot.com\/blog\/retention-playbook\/\" target=\"_blank\" rel=\"noopener noreferrer\">retention<\/a>.<\/p>\n<p>Here&#8217;s a breakdown of common retention tactics:<\/p>\n<ul>\n<li><a href=\"https:\/\/userpilot.com\/blog\/how-to-measure-customer-satisfaction\/\" target=\"_blank\" rel=\"noopener noreferrer\">Customer sentiment monitoring<\/a> &#8211; using <a href=\"https:\/\/userpilot.com\/blog\/in-app-surveys\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app surveys<\/a> to identify signs of <a href=\"https:\/\/userpilot.com\/blog\/customer-dissatisfaction\/\" target=\"_blank\" rel=\"noopener noreferrer\">dissatisfaction<\/a> early on.<\/li>\n<li>Customer engagement tracking &#8211; leveraging <a href=\"https:\/\/userpilot.com\/blog\/product-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\">product analytics<\/a> to evaluate user engagement and identify users at risk of churning.<\/li>\n<li><a href=\"https:\/\/userpilot.com\/blog\/secondary-onboarding\/\" target=\"_blank\" rel=\"noopener noreferrer\">Secondary onboarding<\/a> &#8211; using<a href=\"https:\/\/userpilot.com\/blog\/in-app-messages\/\" target=\"_blank\" rel=\"noopener noreferrer\"> in-app messaging <\/a>to help users <a href=\"https:\/\/userpilot.com\/blog\/improve-feature-discovery-product-adoption\/\" target=\"_blank\" rel=\"noopener noreferrer\">discover new and more advanced features<\/a> and keep them engaged.<\/li>\n<li>User communities &#8211; creating communities where users can collaborate, seek advice, and share their resources to build long-term relationships.<\/li>\n<\/ul>\n<h4 id=\"at41r\">Referral stage playbook<\/h4>\n<p>As the referral stage is about acquiring new customers, it&#8217;s usually the domain of the marketing teams. They do it through:<\/p>\n<ul>\n<li><a href=\"https:\/\/userpilot.com\/blog\/word-of-mouth-wom\/\" target=\"_blank\" rel=\"noopener noreferrer\">Word-of-marketing (WOM)<\/a> &#8211; users sharing their positive experiences and promoting your product.<\/li>\n<li>Referral programs &#8211; rewarding existing customers for referring new customers.<\/li>\n<li><a href=\"https:\/\/userpilot.com\/blog\/customer-advocacy\/\" target=\"_blank\" rel=\"noopener noreferrer\">Customer advocacy<\/a> &#8211; identifying and nurturing product advocates who will promote the product through reviews and testimonials.<\/li>\n<li>Partner collaborations &#8211; establishing partnerships with complementary businesses for cross-promotion and mutual referrals.<\/li>\n<\/ul>\n<h4 id=\"dgvr2\">Revenue stage playbook<\/h4>\n<p>Generating and growing revenue streams belongs to the marketing and sales teams. In a PLG company, they do it via:<\/p>\n<ul>\n<li><a href=\"https:\/\/userpilot.com\/blog\/upselling-examples-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Upsells <\/a>and cross-sells &#8211; encouraging customers to upgrade to higher plans and purchase add-ons.<\/li>\n<li><a href=\"https:\/\/userpilot.com\/blog\/saas-pricing-models\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pricing strategies<\/a> &#8211; analyzing and reviewing pricing plans to stay competitive and maximize revenue.<\/li>\n<li><a href=\"https:\/\/userpilot.com\/blog\/saas-win-back-email-campaign-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">Win-back campaigns<\/a> &#8211; re-engaging inactive or churned customers to regain the lost revenue.<\/li>\n<\/ul>\n<h3 id=\"bts63\">5. Analyze product usage data to track performance<\/h3>\n<p>As your teams are implementing the playbooks at different stages of the funnel, use <a href=\"https:\/\/userpilot.com\/blog\/product-usage-analytics-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">product usage analytics<\/a> to track their performance and optimize the funnel.<\/p>\n<p>What kinds of analysis could you carry out?<\/p>\n<ul>\n<li><a href=\"https:\/\/userpilot.com\/blog\/conversion-funnel-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\">Funnel analysis <\/a>&#8211; to track conversions from one stage of the funnel to another and identify bottlenecks<\/li>\n<li>Flows analysis &#8211; for granular insights into user engagement with onboarding experiences<\/li>\n<li>Paths analysis &#8211; to map the exact paths customers take at each stage of the <a href=\"https:\/\/userpilot.com\/blog\/user-journey-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">user journey<\/a><\/li>\n<li>Trend analysis &#8211; to track key metrics like MRR or CAC and look for <a href=\"https:\/\/userpilot.com\/blog\/correlation-vs-causation\/\" target=\"_blank\" rel=\"noopener noreferrer\">correlation\/causation<\/a> relationships with other events<\/li>\n<li>Custom <a href=\"https:\/\/userpilot.com\/blog\/event-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">event analysis<\/a> &#8211; to identify early warning signs of churn<\/li>\n<li><a href=\"https:\/\/userpilot.com\/blog\/cohort-analysis-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Cohort analysis <\/a>&#8211; to <a href=\"https:\/\/userpilot.com\/blog\/retention-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\">analyze user retention<\/a> and churn over time<\/li>\n<\/ul>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/funnel-analysis-plg-motion_f9c715f760a219b23a566f49c39af1ed_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/funnel-analysis-plg-motion_f9c715f760a219b23a566f49c39af1ed_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/funnel-analysis-plg-motion_f9c715f760a219b23a566f49c39af1ed_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/funnel-analysis-plg-motion_f9c715f760a219b23a566f49c39af1ed_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/funnel-analysis-plg-motion_f9c715f760a219b23a566f49c39af1ed_800.jpg\" alt=\"Funnel analysis\" \/><\/picture><figcaption>Tracking the performance of the PLG motion: Funnel analysis.<\/figcaption><\/figure>\n<h2 id=\"i0p2\">PLG companies with successful PLG motions in place<\/h2>\n<p>Curious how successful <a href=\"https:\/\/userpilot.com\/blog\/product-led-organization\/\" target=\"_blank\" rel=\"noopener noreferrer\">product-led companies <\/a>implement their PLG motions? Let&#8217;s look at a few examples.<\/p>\n<h3 id=\"3q812\">Loom created FOMO through its reverse trial<\/h3>\n<p>Loom skillfully used <a href=\"https:\/\/userpilot.com\/blog\/saas-reverse-trial\/\" target=\"_blank\" rel=\"noopener noreferrer\">a reverse trial<\/a> to invoke FOMO in their users and <a href=\"https:\/\/userpilot.com\/blog\/how-to-increase-free-trial-conversion\/\" target=\"_blank\" rel=\"noopener noreferrer\">increase conversion rates<\/a>. How did they do it?<\/p>\n<p>When Loom first launched its AI functionality, it automatically gave users access to the feature but for a limited period only.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/loom-plg-motion_49f0f8b3998057613894c3ca7ef4b9a4_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/loom-plg-motion_49f0f8b3998057613894c3ca7ef4b9a4_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/loom-plg-motion_49f0f8b3998057613894c3ca7ef4b9a4_800.jpg\" alt=\"Successful PLG motion examples: Loom AI reverse trial\" \/><\/picture><figcaption>Successful PLG motion examples: Loom AI reverse trial.<\/figcaption><\/figure>\n<p>When the trial period was coming to an end, users got a message prompting them to <a href=\"https:\/\/userpilot.com\/blog\/how-to-increase-free-trial-conversion\/\" target=\"_blank\" rel=\"noopener noreferrer\">upgrade<\/a>. By this time, many users had experienced how brilliant the feature was and didn&#8217;t want to lose it.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/loom-02-plg-motion_4d7fd90fd99a384ed16a6be5b908b019_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/loom-02-plg-motion_4d7fd90fd99a384ed16a6be5b908b019_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/loom-02-plg-motion_4d7fd90fd99a384ed16a6be5b908b019_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/loom-02-plg-motion_4d7fd90fd99a384ed16a6be5b908b019_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/loom-02-plg-motion_4d7fd90fd99a384ed16a6be5b908b019_800.jpg\" alt=\"Successful PLG motion examples: Loom AI upsell modal\" \/><\/picture><figcaption>Loom AI upsell modal.<\/figcaption><\/figure>\n<h3 id=\"cbtr3\">Slack leverages the freemium model to drive product-led growth<\/h3>\n<p>8,000 users signed up for Slack on the launch day, and the number almost doubled in the next couple of weeks. How did the company achieve it?<\/p>\n<p>Through a combination of two factors.<\/p>\n<p>First is word-of-mouth marketing &#8211; the <a href=\"https:\/\/userpilot.com\/blog\/ideal-beta-tester\/\" target=\"_blank\" rel=\"noopener noreferrer\">beta testers <\/a>promoted it effectively before it was even available.<\/p>\n<p>Second was the <a href=\"https:\/\/userpilot.com\/blog\/freemium-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">freemium <\/a>model.<\/p>\n<p>The pricing strategy is tailored carefully to give users enough functionality to help them realize the<a href=\"https:\/\/userpilot.com\/blog\/product-value\/\" target=\"_blank\" rel=\"noopener noreferrer\"> product value<\/a> but not enough to satisfy all their needs. For example, the message and file history are limited in the free plan to 90 days.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/slack-plg-motion_9323b53bae865268eca1391812f9b127_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/slack-plg-motion_9323b53bae865268eca1391812f9b127_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/slack-plg-motion_9323b53bae865268eca1391812f9b127_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/slack-plg-motion_9323b53bae865268eca1391812f9b127_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/slack-plg-motion_9323b53bae865268eca1391812f9b127_800.jpg\" alt=\"Successful PLG motion examples: Slack offers a free plan with limited functionality\" \/><\/picture><figcaption>Successful PLG motion examples: Slack offers a free plan with limited functionality.<\/figcaption><\/figure>\n<p>Slack also offers its new users a robust <a href=\"https:\/\/userpilot.com\/blog\/slack-onboarding\/\" target=\"_blank\" rel=\"noopener noreferrer\">onboarding <\/a>experience that allows them to discover new product features.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/slack-02-plg-motion_8ed9f666cb9747d8fe89e5af3040e531_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/slack-02-plg-motion_8ed9f666cb9747d8fe89e5af3040e531_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/slack-02-plg-motion_8ed9f666cb9747d8fe89e5af3040e531_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/slack-02-plg-motion_8ed9f666cb9747d8fe89e5af3040e531_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/slack-02-plg-motion_8ed9f666cb9747d8fe89e5af3040e531_800.jpg\" alt=\"Successful PLG motion examples: Slack onboarding\" \/><\/picture><figcaption>Slack onboarding.<\/figcaption><\/figure>\n<h3 id=\"2oqi9\">Groupize used gamified onboarding to drive activation<\/h3>\n<p><a href=\"https:\/\/userpilot.com\/blog\/groupize-gamification-case-study\/\" target=\"_blank\" rel=\"noopener noreferrer\">Groupize<\/a>, a meetings management platform, used Userpilot to gamify its user onboarding process. It features an interactive assistant called G.G.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/groupize-gg-plg-motion_0ffc8d67bd277aad254c406fc265867e_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/groupize-gg-plg-motion_0ffc8d67bd277aad254c406fc265867e_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/groupize-gg-plg-motion_0ffc8d67bd277aad254c406fc265867e_800.jpg\" alt=\"Successful PLG motion examples: Groupize interactive assistant GG\" \/><\/picture><figcaption>Successful PLG motion examples: Groupize interactive assistant GG.<\/figcaption><\/figure>\n<div class=\"poptin-embedded\" data-id=\"59ef338e68644\"><\/div>\n<p>G.G. offers user support via <a href=\"https:\/\/userpilot.com\/blog\/product-tours-tools-software\/\" target=\"_blank\" rel=\"noopener noreferrer\">product tours<\/a>, onboarding checklists, live chat, the Groupize LinkedIn page, and email. This allows users to discover the relevant features and learn how to use them effectively to achieve their <a href=\"https:\/\/userpilot.com\/blog\/product-goals\/\" target=\"_blank\" rel=\"noopener noreferrer\">goals<\/a>.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/gg-in-action-publish-event-plg-motion_d31477f67a0eeabf3e7f244bbed844e3_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/gg-in-action-publish-event-plg-motion_d31477f67a0eeabf3e7f244bbed844e3_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/gg-in-action-publish-event-plg-motion_d31477f67a0eeabf3e7f244bbed844e3_800.jpg\" alt=\"GG in action\" \/><\/picture><figcaption>GG in action.<\/figcaption><\/figure>\n<h3 id=\"670oq\">Canva increased expansion revenue through upsell messages<\/h3>\n<p>Canva, like many PLG companies, offers a generous free plan to its users. The free functionality allows them to achieve pretty much everything they need.<\/p>\n<p>However, the free plan doesn&#8217;t include many templates, stock images, or more advanced features. Whenever a user tries to use one of them, a pop-up modal prompting them to <a href=\"https:\/\/userpilot.com\/blog\/upsell-opportunities-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">upgrade<\/a> appears.<\/p>\n<p>Such <a href=\"https:\/\/userpilot.com\/blog\/contextual-onboarding-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">contextual prompts <\/a>allow Canva to convert free users into paying customers.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/canva-plg-motion_d229e6b5873197843d7b652fc060971e_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/canva-plg-motion_d229e6b5873197843d7b652fc060971e_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/canva-plg-motion_d229e6b5873197843d7b652fc060971e_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/canva-plg-motion_d229e6b5873197843d7b652fc060971e_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/canva-plg-motion_d229e6b5873197843d7b652fc060971e_800.jpg\" alt=\"Successful PLG motion examples: Canva upselling\" \/><\/picture><figcaption>Successful PLG motion examples: <a href=\"https:\/\/userpilot.com\/blog\/upselling\/\">Canva upselling<\/a>.<\/figcaption><\/figure>\n<h2 id=\"a97s1\">Conclusion<\/h2>\n<p>A well-implemented PLG motion can help companies grow their user base and drive revenue expansion while reducing customer acquisition and support costs.<\/p>\n<p>If you want to see how Userpilot can help you take your business on the PLG path,<a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\"> book the demo.<\/a><\/p>\n<div class=\"poptin-embedded\" data-id=\"4557169bcced2\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>A product-led growth (PLG) motion is a growth strategy focusing on the product as the main growth driver. PLG companies use a range of user acquisition strategies like word-of-mouth marketing or free trials to attract new users. Once this happens, they ensure that users experience the product value to convert them into paying customers.<\/p>\n","protected":false},"author":56,"featured_media":141151,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[82],"tags":[1607,884,363,1039,4974,440,292,124],"class_list":["post-141149","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-growth","tag-boost-growth","tag-customer-acquisition","tag-customer-success","tag-drive-growth","tag-growth-strategy","tag-plg","tag-product-growth","tag-product-led-growth"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to Use the PLG Motion to Drive Growth<\/title>\n<meta name=\"description\" content=\"A PLG motion can help companies grow their user base and drive revenue expansion. 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All while reducing customer acquisition and support costs.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/userpilot.com\/blog\/plg-motion\/\" \/>\n<meta property=\"og:site_name\" content=\"Thoughts about Product Adoption, User Onboarding and Good UX | Userpilot Blog\" \/>\n<meta property=\"article:published_time\" content=\"2023-09-25T13:14:01+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-26T02:39:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2023\/09\/how-to-use-the-plg-motion-to-drive-growth_e0c642debeddf8f0f3697f4d257a838c_2000.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"393\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Saffa Faisal\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Saffa Faisal\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"13 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/userpilot.com\/blog\/plg-motion\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/userpilot.com\/blog\/plg-motion\/\"},\"author\":{\"name\":\"Saffa Faisal\",\"@id\":\"https:\/\/userpilot.com\/blog\/#\/schema\/person\/5c50b3bd5418ac8167f909e10a6dc1da\"},\"headline\":\"How to Use the PLG Motion to Drive Growth\",\"datePublished\":\"2023-09-25T13:14:01+00:00\",\"dateModified\":\"2025-06-26T02:39:12+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/userpilot.com\/blog\/plg-motion\/\"},\"wordCount\":2222,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/userpilot.com\/blog\/plg-motion\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2023\/09\/how-to-use-the-plg-motion-to-drive-growth_e0c642debeddf8f0f3697f4d257a838c_2000.jpg\",\"keywords\":[\"boost growth\",\"customer acquisition\",\"customer success\",\"drive growth\",\"growth strategy\",\"plg\",\"product growth\",\"product led growth\"],\"articleSection\":[\"Growth\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/userpilot.com\/blog\/plg-motion\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/userpilot.com\/blog\/plg-motion\/\",\"url\":\"https:\/\/userpilot.com\/blog\/plg-motion\/\",\"name\":\"How to Use the PLG Motion to Drive Growth\",\"isPartOf\":{\"@id\":\"https:\/\/userpilot.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/userpilot.com\/blog\/plg-motion\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/userpilot.com\/blog\/plg-motion\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2023\/09\/how-to-use-the-plg-motion-to-drive-growth_e0c642debeddf8f0f3697f4d257a838c_2000.jpg\",\"datePublished\":\"2023-09-25T13:14:01+00:00\",\"dateModified\":\"2025-06-26T02:39:12+00:00\",\"author\":{\"@id\":\"https:\/\/userpilot.com\/blog\/#\/schema\/person\/5c50b3bd5418ac8167f909e10a6dc1da\"},\"description\":\"A PLG motion can help companies grow their user base and drive revenue expansion. 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