How was this concept formed and what is its role today?
Posted: Thu Feb 20, 2025 5:09 am
OpenView Venture Partners, a venture capital firm, was responsible for coining the term Product-led Growth , perhaps with the aim of giving a concrete name to a growing trend in the market.
Undoubtedly, from now on, with the popularization of this term and the study of this modern philosophy by specialists, product-led growth strategies will have a greater impact on the market and will be refined .
However, the truth is that digital transformation , Digital Marketing and market behavior in general had already given clear signs that the product would become the central axis of the customer experience and the interaction between the actors in the corporate ecosystem.
In recent years, experts have focused on developing processes and systems that allow them to better understand their customers in order to offer them increasingly personalized services and products that truly solve their specific needs and problems.
In fact, business models have been consolidated that are directly related to the concept of Product-led Growth. Among them we find:
Freemium
A freemium company is one that offers software, systems and services in general for free, but with the possibility of subscribing to paid plans to access more features and benefits.
This way, people can choose the features and tools they really need, and as they use the product, it becomes more intuitive, practical and personalized.
SaaS
They are companies that develop and market software, which is why they are called Software as a Service (SaaS) companies.
These organizations are responsible for carrying out data maintenance and security tasks on the digital platforms and systems that they make available to their clients, while advising them and offering them ongoing support.
In addition, in a SaaS company, contracts are long-term, so that the user acquires a long subscription to the software (which is always stored in the cloud in these cases) and can gradually advance in their experience with the platform.
These business models are coupled with tutorials, free demos and other resources that allow users to experience digital tools to identify the real value of the product before making purchases or subscribing to "premium" plans.
This leads us to conclude that Product-led Growth emerges as the next level of an already existing trend of personalization and improvement of the customer experience , which places the product as the fundamental axis.
This is a response to the emergence of a much more turkey mobile database demanding public, empowered by the Internet, artificial intelligence and the many alternatives available to them.
Organizations that have been studying the market in recent years, such as Forrester and Salesforce, have found solid data regarding the growing level of user demand and the marked inclination towards digital.
In this sense, some of the most striking statistics are:
75% of buyers prefer to do so through an app or website;
80% of people prefer to do business with companies that guarantee customization ;
52% of people would change brands if the services and products they receive are not personalized;
21% of users open a mobile app just once, and if it doesn't immediately captivate them, they won't consider it again.
As you can see, Product -led Growth currently assumes the responsibility and role of satisfying all these needs, placing the product at the center of acquisition, loyalty and growth strategies.
Undoubtedly, from now on, with the popularization of this term and the study of this modern philosophy by specialists, product-led growth strategies will have a greater impact on the market and will be refined .
However, the truth is that digital transformation , Digital Marketing and market behavior in general had already given clear signs that the product would become the central axis of the customer experience and the interaction between the actors in the corporate ecosystem.
In recent years, experts have focused on developing processes and systems that allow them to better understand their customers in order to offer them increasingly personalized services and products that truly solve their specific needs and problems.
In fact, business models have been consolidated that are directly related to the concept of Product-led Growth. Among them we find:
Freemium
A freemium company is one that offers software, systems and services in general for free, but with the possibility of subscribing to paid plans to access more features and benefits.
This way, people can choose the features and tools they really need, and as they use the product, it becomes more intuitive, practical and personalized.
SaaS
They are companies that develop and market software, which is why they are called Software as a Service (SaaS) companies.
These organizations are responsible for carrying out data maintenance and security tasks on the digital platforms and systems that they make available to their clients, while advising them and offering them ongoing support.
In addition, in a SaaS company, contracts are long-term, so that the user acquires a long subscription to the software (which is always stored in the cloud in these cases) and can gradually advance in their experience with the platform.
These business models are coupled with tutorials, free demos and other resources that allow users to experience digital tools to identify the real value of the product before making purchases or subscribing to "premium" plans.
This leads us to conclude that Product-led Growth emerges as the next level of an already existing trend of personalization and improvement of the customer experience , which places the product as the fundamental axis.
This is a response to the emergence of a much more turkey mobile database demanding public, empowered by the Internet, artificial intelligence and the many alternatives available to them.
Organizations that have been studying the market in recent years, such as Forrester and Salesforce, have found solid data regarding the growing level of user demand and the marked inclination towards digital.
In this sense, some of the most striking statistics are:
75% of buyers prefer to do so through an app or website;
80% of people prefer to do business with companies that guarantee customization ;
52% of people would change brands if the services and products they receive are not personalized;
21% of users open a mobile app just once, and if it doesn't immediately captivate them, they won't consider it again.
As you can see, Product -led Growth currently assumes the responsibility and role of satisfying all these needs, placing the product at the center of acquisition, loyalty and growth strategies.