what is
product-led growth
in one line
product-led growth (plg) is a go-to-market strategy where the product itself drives acquisition, conversion, and expansion.
product-led growth, or plg, is a strategy where the product does most of the selling. people sign up, try it on their own, and convert or expand because the product proves itself, rather than because a salesperson walked them through it.
plg puts a lot of weight on the self-serve experience. with no salesperson or onboarding call, the product has to teach itself, and every point of confusion is a lost conversion.
plg teams obsess over activation, time to value, and feature adoption, because those are the levers they control directly.
where heytappr fits
heytappr gives a product-led product a way to answer questions without a human. users ask, heytappr guides them through the live interface, and the team sees exactly where self-serve users get stuck.
see it in practice
related terms