Product-Led Growth (PLG)
A go-to-market strategy where the product drives acquisition, expansion, and retention.
Product-Led Growth (PLG) is a go-to-market strategy where the product itself drives acquisition, expansion, and retention. Instead of sales-led demos, PLG companies offer free trials, freemium tiers, or in-product upgrade paths that convert through usage rather than persuasion. Notable PLG companies: Slack, Notion, Figma, Calendly, Loom, Linear. PLG works when the product delivers clear value within a short trial period and self-serve onboarding is genuinely possible. Empire325 designs PLG funnels, onboarding flows, and in-product activation experiments for SaaS clients pivoting from sales-led to product-led motion.
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Marketing Attribution
The practice of assigning credit for a conversion to specific marketing touchpoints across the customer journey.
Customer Acquisition Cost (CAC)
Total marketing and sales investment divided by new customers acquired in a period.
Customer Lifetime Value (LTV)
Total revenue (or gross profit) a single customer generates over the entire relationship.
Conversion Rate Optimization (CRO)
The systematic discipline of increasing the percentage of visitors who complete a desired action.