Marketing for Product-Led Growth: Become a Company Leader through Credibility and Empathy

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Steve LaChance

Marketing for Product-Led Growth

Become a Company Leader through Credibility and Empathy

Steve LaChance

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English

Discernr
25 July 2023

Behavioural economics; E-commerce: business aspects; Business communication & presentation; Sales & marketing

Fearing product-led growth (PLG) is a big mistake for your career. Accepting the PLG reality keeps you in the game. Leading your company's PLG efforts will put you on the path to success.

The PLG approach is one of the fastest growing marketing strategies around, especially for those working in a B2B SaaS and e-commerce environments. This is for good reason. It is, in its simplest terms, the self service funnel. And self service onboarding for complicated products requires the sure hands and experienced minds of the marketing team more than ever.

Some will have you believe that PLG is the death of marketing, but they're wrong. They don't understand how the PLG approach works. B2B SaaS users, buyers, and leaders expect a PLG experience. The only at risk of an early death from PLG are the companies that refuse to adopt it.

The only viable path forward for marketers is to learn how to work with PLG. Understand how credibility and empathy play into growing your customer base and your role as a rising company leader. When you market for product-led growth, your value doesn't end with marketing qualified leads. It extends long after the customer is onboarded.

While PLG will burst the traditional marketing bubble, the influence of marketers will not collapse. Quite the opposite - it will expand outward and across the entire organization. Discover how to position yourself in the leader's seat.

By: Steve LaChance
Imprint: Discernr
Dimensions: Height: 229mm, Width: 152mm, Spine: 21mm
Weight: 581g
ISBN: 9781544543109
ISBN 10: 1544543107
Pages: 290
Publication Date: 25 July 2023
Audience: General/trade , ELT Advanced
Format: Hardback
Publisher's Status: Active

Steve LaChance is an award-winning leader, writer, and speaker focused on taking the mystery out of strategic growth marketing, making it accessible to businesses of all sizes. With over two decades in business development, Steve has launched, scaled, and sold multiple businesses of his own. An experienced go-to-market leader specializing in quantifiable market and customer discovery, he practices and teaches others how to drive growth through authenticity, credibility, and empathy. Steve is the founder of discernr, which delivers product-market fit tools and strategies for accelerated product-led growth solutions.

Reviews for Marketing for Product-Led Growth: Become a Company Leader through Credibility and Empathy

"""Steve LaChance shows readers how to implement a winning PLG motion. He's up front when PLG isn't the best choice, and he demonstrates how credibility is the key to success. Buy this book-this guy knows what the f**k he's talking about."" -Tyler Shields, ten-time board advisor and CMO at JupiterOne ""Steve is hands down one of the best marketing leaders I have worked for in my twelve-plus years in the content marketing world-full stop. Apart from his marketing talents, I'm also continuously impressed by his outstanding leadership abilities. Steve's dedication, support, trust, and encouragement of his team (even those outside of the marketing umbrella) is unparalleled."" -Rilee Smith, Director of Content Marketing at Nucleus Security ""The notion that marketing and product-led growth are at odds is disproven in Steve LaChance's timely and necessary book. A roadmap for businesses to build trust and credibility with their customers and internal stakeholders sets the foundation for sustainable growth, success, and innovation."" -Irene Bratsis, Director of Digital Product and Data at International WELL Building Institute ""I've heard hundreds of marketers, and Steve on PLG is the best. Every sentence was a takeaway with zero platitudes."" -Alan Hirsch, Vice President of Sales and Marketing at Contentware ""I've been building and executing product-led growth strategies for years and it's been hard to find good resources. I wish I had met Steve LaChance of discernr earlier. If you're considering or in the early stages of building a product-led approach, you should check this out."" -Mikala Vidal, Vice President of Marketing at Phylum ""Looking to improve your go-to-market strategy? Marketing for Product-Led Growth is the guide you need, with Steve LaChance's proven leadership and credibility insights."" -Gianna Whitver, Vice President of Marketing at Votiro, Independent Director at Scrappy Capital ""Steve LaChance is a marketing innovator and leader with a talent for crafting go-to-market strategies that drive success. His approach makes it easy for you to identify opportunities and develop effective strategies that resonate with users. I highly recommend his insights for any marketer who wants to level up their marketing!"" -Zoe Hawkins, Principal Content Manager at Sumo Logic"