Hila Qu

Cohort 1

When I was tasked with leading PLG initiatives at GitLab, I quickly found myself juggling multiple responsibilities:- I needed to show concrete lifts in key metrics to build trust and secure resources.- I had to define a PLG strategy and educate the organization about it since no one else had.- To ensure long-term success, I also had to identify and address gaps in data and tooling As of 2023, 58% of B2B SaaS companies have PLG initiatives. Many PLG leaders, like myself, find themselves grappling with the same challenges: How do you show immediate impact, while also clarifying strategy and building a strong foundation for PLG? This course is designed to solve those challenges, drawing from my experiences guiding over 20 B2B SaaS startups and scale-ups on their PLG journeys. First, you’ll learn how to define success for PLG, cutting through myths and setting clear expectations. I’ll walk you through the four steps I use to identify the biggest opportunities across the PLG funnel.&nbsp; Next, you'll be equipped with frameworks to evaluate your PLG foundation, pinpoint major gaps in product, data, and tooling and develop a plan to fix them. Then, we’ll dive deep into the key growth levers: New User Self-serve Activation &amp; Conversion, Existing User Engagement, Expansion, Monetization, and Product Qualified Leads (PQLs). You'll get proven analytical frameworks &amp; tactics, real-world examples, and a wealth of experiment ideas you can test today. This course aims to be tactical and actionable and focuss on the 7 most growth critical levers along the PLG Funnel:- Build a killer homepage- Design an effective onboarding flow- Maximize checkout success &amp; trial conversions- Understand and increase product engagement- Create in-product monetization triggers- Design a high converting pricing page- Kickstart Product-led Sales process In addition to the in-depth course material delivered via live sessions, I also designed hands-on projects for you to apply the learning to your own product and dedicated sessions to discuss questions you might have with the material or projects. By the end, you’ll leave with a PLG roadmap ready for immediate implementation—featuring quick wins, big bets, and the foundational improvements needed in data, infrastructure, and tooling. With it, you are truly ready to maximize your PLG funnel, both in short term and long term. When you enroll in this course, you’ll receive $1,395 in free credits to level up your workflow with Superhuman, Linear, Sprig, Dovetail &amp; Gamma (see FAQ for details)

Do you face these challenges with your PLG initiatives? 

Course syllabus

Product &amp; Growth Leaders who are leading the charge on PLG initiatives. You need to show impact fast while solving daily challenges.

Startup Founders &amp; Company Executives who seek to leverage PLG to scale their business. You need to integrate PLG with company strategies

First-Line Practitioners (PM, Marketer, Analyst) who want to become strategic thought leaders in PLG. You want to uplevel your career.

Who is this course for

What you’ll get out of this course

<ul><li>Define success metrics</li><li>Create a growth model</li><li>Compare with benchmarks</li><li>Identify the opportunities</li></ul>

4 Steps to analyze your PLG funnel to find the biggest opportunties

<ul><li>What are the must-have's for your MVP PLG motion</li><li>How to mature your PLG data infra &amp; tooling over time to support long term success</li></ul>

Common gaps in your PLG foundation: product, data and infrastructure/tools

<ul><li>Build a PLG homepage that attracts quality signups</li><li>Set up effective new user and team onboarding experience</li><li>Design a trial experience with high paid conversion rate and checkout success rate</li></ul>

3 Key Levers to maximize your New user Self-serve Activation and Conversion

<ul><li>Design the Golden Journey to turn your product into an engagement machine</li><li>Design in-product monitization triggers that really drives expansion</li><li>Design a pricing page that really converts</li><li>Integrate PLG with sales motion via Product-qualifed leads (PQLs)</li></ul>

4 Key Levers to drive Product-led Engagement, Expansion & Monetization

<ul><li>Top Quick win experiment ideas</li><li>Top Bigger bets</li><li>Top tooling &amp; data investments</li></ul>

Build a PLG roadmap for both short term and long term successes

In-depth course material and hands-on projects to apply your learning right way

A network of peers & access to instructor for in-depth discussion

Identify key growth levers, launch quick wins, and build a strategic roadmap for long-term PLG success

Live Demo: The AI-powered VP Growth

Growth Advisor to AI-Native Companies | Replit, Deepgram, GitLab

Raj Singh

VP of New Products at Mozilla

Eoin Clancy

VP Growth at AirOps

Foundational tools & workflows every growth & marketing practitioner should be using now

The 2026 AI Growth stack: Tools & Workflows

How to leverage tools like Outrank, Powerin & vibe coded agents to drive AEO/GEO outcome efficiently

Demo #1: AEO/GEO workflows & human-in-the-loop agents

How to build a social engagement tracker in Claude Code + Vercel

Demo #2: Vibe-code your own growth tools in a day

How to use Claude, AirOps, Gong , internal tools to extract deep insights buried in data across multiple tools

Demo #3: Use AI for deep & fast data analysis across tools

Create a Data Blueprint for Product-led Growth

VP Growth at GitLab & Acorns, PLG Advisor to over 20 public companies & startups

4 Critical Roles Data play in PLG initiatives

Why Product-led Growth is actually Data-led Growth?

Start with the essential data & tools and evolve to more sophisticated stack

The must-have data sources for PLG success

What kinds of data is needed for new user activation analysis, PQLs, etc.

Learn directly from Hila Qu

Hila Qu

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