👋 Hi, I’m Kyle from OpenView and welcome to my newsletter, Growth Unhinged. Every other week I take a closer look at what drives a SaaS company’s growth. Expect deep dive takes on SaaS pricing, product-led growth, public company benchmarks, and much more.

Attention marketers: product-led growth (PLG) isn’t taking your job. Unless you can’t adapt to product-led marketing, that is.

Before you can create a PLG flywheel, you have to get users for the product. Those users act as the foundation for all of your product growth efforts and it’s harder than ever to attract them in a noisy world.

But product-led marketing doesn’t look like traditional B2B marketing. You aren’t doing account-based marketing aimed at a highly curated pool of executive buyers in your ICP.

Product-led marketing is about reaching a broad swath of potential end users who experience a pain that your product helps to solve. Look for low-cost, highly scalable launches that seamlessly connect with your product and create value for the user. This helps you build trust and credibility to nudge users to give your product a try.