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Maximize the Product-Led Growth Funnel: Actionable Strategies & Tactics

New
·

3 Weeks

·

Cohort-based Course

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

Leading, Advising and Teaching Growth at

GitLab
Acorns
Reforge
Adobe
Replit

Course overview

Do you face these challenges with your PLG initiatives?

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. 


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 & Conversion, Existing User Engagement, Expansion, Monetization, and Product Qualified Leads (PQLs). You'll get proven analytical frameworks & 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 & 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 & Gamma (see FAQ for details)

Who is this course for

01

Product & Growth Leaders who are leading the charge on PLG initiatives.


You need to show impact fast while solving daily challenges.

02

Startup Founders & Company Executives who seek to leverage PLG to scale their business.


You need to integrate PLG with company strategies

03

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


You want to uplevel your career.

What you’ll get out of this course

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

  • Define success metrics
  • Create a growth model
  • Compare with benchmarks
  • Identify the opportunities

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

  • What are the must-have's for your MVP PLG motion
  • How to mature your PLG data infra & tooling over time to support long term success

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

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

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

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

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

  • Top Quick win experiment ideas
  • Top Bigger bets
  • Top tooling & data investments

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

This course includes

6 interactive live sessions

Lifetime access to course materials

In-depth lessons

Direct access to instructor

Projects to apply learnings

Guided feedback & reflection

Private community of peers

Course certificate upon completion

Maven Satisfaction Guarantee

This course is backed by Maven’s guarantee. You can receive a full refund within 14 days after the course ends, provided you meet the completion criteria in our refund policy.

Course syllabus

Week 1

Oct 29—Nov 3

    Oct

    29

    Module #1 Live Session: Find the biggest opportunities & gaps in your PLG funnel

    Tue 10/293:30 PM—5:00 PM (UTC)

    Oct

    31

    Module #1 Homework + Q&A : Find the biggest opportunities & gaps in your PLG funnel

    Thu 10/313:30 PM—4:30 PM (UTC)

    Find the biggest opportunities & gaps in your PLG funnel

    2 items

Week 2

Nov 4—Nov 10

    Nov

    5

    Module #2 Live Session: Maximize your PLG new user self-serve activation & conversion

    Tue 11/54:30 PM—6:00 PM (UTC)

    Nov

    7

    Module #2 Homework + Q&A: Maximize your PLG new user self-serve activation & conversion

    Thu 11/74:30 PM—5:30 PM (UTC)

    Maximize your PLG new user self-serve activation & conversion

    1 item

Week 3

Nov 11—Nov 14

    Nov

    12

    Module #3 Live Session : Maximize your Product-led Engagement, Expansion & Monetization

    Tue 11/124:30 PM—6:00 PM (UTC)

    Nov

    14

    Module #3 Homework + Q&A: Maximize your Product-led Engagement, Expansion & Monetization

    Thu 11/144:30 PM—5:30 PM (UTC)

    Maxmimize your Product-led Engagement, Expansion & Monitization

    2 items

Post-course

    Develop your PLG Roadmap

    1 item

What people are saying

        Hila guided the team through analyses, research projects, and over 50 experiments across our PLG funnel, including the homepage, pricing page, sign-up & onboarding flows, lifecycle emails, in-product upsell, and checkout experience. We saw: 3x website sign-up rate, 50%+ activation rate, and 30%+ check out success rate
Asad Khan

Asad Khan

CEO, LambdaTest
        Hila's Growth workshop was truly transformative. The session masterfully blended insightful training, hands-on exercises with real data & templates, and deep, focused discussions. In just one day, Hila opened our eyes to new approaches, and by the end, our team walked away with a solid, actionable growth roadmap that could implement immediately.
Zoltan Szalas

Zoltan Szalas

VP Growth & Product, Appfire
        Hila and Growth is synonymous. She gets the bigger picture very quickly, however complex the product or GTM. She can just as easily cut through the noise and dive into what’s really important.
Amanda Lieu

Amanda Lieu

Director, Brand, Maketing & Growth, Seon
        “Hila enabled us to use data in ways we never had before. This clarity allowed us to understand our user journey deeply and address critical issues effectively. “
Eleanor O'Neill

Eleanor O'Neill

Chief Customer Officer, Ably
        Hila’s strategic insights and hands-on support were invaluable. She not only identified key opportunities but also provided actionable solutions that drove tangible results. Her ability to communicate complex ideas clearly and foster meaningful discussions was exceptional.
Rytis Meskauskas

Rytis Meskauskas

Chief Revenue Officer, Nord VPN
        Hila advised us on growth efforts at Replit. Her background as GitLab's VP Growth was particularly interesting to us as we were exploring a PLG motion. Hila was able to guide myself (as Head of Product) and our VP Growth on best practices and how to structure growth efforts with limited resources.
Tabish Gilani 

Tabish Gilani 

Former Head of Product, Replit

Meet your instructor

Hila Qu

Hila Qu

Hila Qu is a renowned growth advisor, angel investor, and published author (her book about growth was named one of the top 10 business books of 2018 in China).


Previously, she served as the zero-to-one Growth Leader at GitLab, where she implemented and scaled their PLG motion, and at Acorns, scaling them from 1 million to 5 million users.


Her writings and interviews on the topic of Product-led Growth were featured on Lenny's newsletter, 20VC, Techcrunch etc.

A pattern of wavy dots

Join an upcoming cohort

Maximize the Product-Led Growth Funnel: Actionable Strategies & Tactics

Cohort 1

$980

Dates

Oct 29—Nov 14, 2024

Payment Deadline

Oct 29, 2024

Frequently Asked Questions

Does this course apply to B2B or B2C?

I work full-time, what is the expected time commitment?

What happens if I can’t make a live session?

What’s the refund policy?

I have a question about the course. How can I get in touch with Hila?

Free Credits Offer

A pattern of wavy dots

Join an upcoming cohort

Maximize the Product-Led Growth Funnel: Actionable Strategies & Tactics

Cohort 1

$980

Dates

Oct 29—Nov 14, 2024

Payment Deadline

Oct 29, 2024

$980

3 Weeks