Leah Tharin

Product led Growth Foundations

The first PLG cohort for multiple timezones. US, Europe and Australia!

PLG Cohort 4 - Q1 2024

PLG Cohort 5 - Q2 2024

PLG Cohort 3 - Q3 2023

Cohort 2

This is my popular course on Product-led Growth. Understand how it works and why for B2C and B2B

Cohort 2 - Q3 2023

Cohort 1

What skills should I learn as a PM? How does AI change everything?
Strategy and Business casing

Product Management in the age of AI

2024 CXO Class

Cohort 6

PLG Cohort 7

Early Adopters

Cohort 3

Cohort 9

PLG Cohort 8

The session recording of the first 40 minutes from the Maven "Product-led Growth in B2B" cohort totally free: <ul><li>The definition of PLG</li><li>Where PLG sits in the market</li><li>When you might do PLG</li><li>PLG vs SLG distribution</li><li>Enterprise vs Midmarket vs Micro Businesses</li><li>Best conditions</li><li>Sequences of product-led businesses</li></ul>

The 1st 40 minutes of Leah's PLG cohort - Free

Let’s get you kickstarted on product-led growth. The following material is officially included in an MBA Curriculum at US Universities.It's a 51 page PDF of the latest and greatest in product-led growth. As of June 2023 already 40'000 readers What is product-led growth and why should you care What does product-led growth look like in action? How to adopt the product-led growth approach PLS - Product-led Sales

The product-led growth Guide Premium PDF

Understand Product-led Growth to formulate a strategy that includes PLG without wrecking your existing business.

Product & Growth executive / PLG Advisor

Product-led Growth in B2B

Senior Product Manager

Head of Sales

Head of Product

Head of Customer Experience

Product Manager

Master B2B SaaS growth by identifying your Ideal Customer Profile in 2 weeks—essential for scaleups aiming to amplify their market impact.

CPO / Scale Up Advisor

Andrew Michael

Show Host of Churn FM / Growth & Analytics

How to find your Ideal Customer Profile 'ICP' in B2B SaaS

Product director

Growth PM

_____________07:00 PM (19:00), GMT+2, five sessions over 2.5 Weeks_____________ The top quartile SaaS companies between 5 and 20m in revenue are growing over 70% year over year, with an 8 month CAC payback, 110% Net dollar retention while having an 85% Gross Margin with an average Annual Revenue of over 250’000$. (Source: Growth Unhinged 2023 Report) And at the heart of most them sits a deep understanding of Product-led Growth. * How do we in B2B adress the growing problem of everyone asking for an improved buying experience and self-serve? * How do you package your offering with freemium, trial and/or interactive demo? * How do we activate individuals, teams and accounts in B2B as cost efficient as possible to drive our pipeline? * How does Product-led Growth work with an existing Sales motion? * How do we structure a strategy to bring product-led growth into our business? Leah Tharin brought product-led growth as an operative, executive, and advisor to dozens of scale up companies to optimize their user acquisition, retention, and monetization. She's recognized as an Industry leader on the topic having written some of the most referenced Product-led Growth &amp; Sales material to date. Learn how to structure a (product-led) growth strategy that works for your business. It is designed for leaders from all functions who want to understand and not just blindly execute. The course runs over 2.5 weeks (5 live recorded Zoom classes). All sessions have prerecorded material for you to study in your own time, the live sessions are solely focussed on world-class guest speakers, collaborative group exercises and your questions. You can expect per week about 2-3 hours of study for the asynchronous material at your own pace + 60-75 minutes per live session. Over 20 Guest speakers from past cohorts for example :* Adam Fishman, SVP new products @ Mozilla, Investor &amp; Advisor* John Cutler, ex- Evangelist @ Amplitude &amp; Toast* Itxaso Del Palacio, General Partner @ Notion VC* Benjamin Lamson, Head of Paperspace Revenue @ DigitalOcean* Casey Hill, Sr. Growth Manager @ Active Campaign* Henrique Cruz, Head of Growth @ Rows.com* Sara Gattoni, Senior Lead Growth PM @ Lokalise* Andrew Davies, CMO @ Paddle...and many more This course is not a good fit for: * Companies pre product market fit which are extremely early in their journey. * Non-software or D2C companies * Highly regulated industries that deal with government contracts

How experienced Growth operators use PLG in B2B SaaS

…the definition of PLG…where PLG sits in the market…when you might do PLG…PLG vs Saled-led Growth…Enterprise vs. Midmarket vs. Micro businesses…Best Conditions

What is product-led Growth

…freemiums…trials…reverse-trials…case studies, examples in the wild

Freemium, trial, reverse-trial

…understanding customer success stages…segmenting your users into ICPs (Ideal customer profiles)…turning funnels into loops, focussing on what matters

Defining customer success & ICPs

…separating the creation from capturing value…smart goal setting company wide

PLG strategy and goal setting

…Classical vs Growth Teams…(Growth) Product Skills…Your first Growth hire

"Growth” teams & PMs

…What is Product-led Sales…Shifting your perspective from users to teams… Product-qualified Accounts &amp; Leads…Expansion Revenue

Combining PLG with Sales: PLS

Course syllabus

We use the majority of the time to discuss as a group your specific challenges and questions you had from the async learning materials and to address Q&amp;A questions.

6 x one - hour long sessions with Leah

Before every session you get ~30min videos to ease you into the topics including some interactive exercises for you to prepare beforehand.

Asynchronous learning material

Miss a session? Not a problem, you will have access immediately afterwards.

All sessions are recorded

Course schedule

Senior level product, growth &amp; marketing leaders in B2B who want to understand and leverage PLG as a distribution model to optimize growth.

Ideal for companies in B2B with some revenue traction post product-market fit.

GTM leaders wanting to understand why PLG is disrupting many classical distribution models.

Who is this course for

What you’ll learn

<ul><li>Review the core principles of product-led growth (PLG), beyond just trials and freemium</li></ul> <ul><li>Look under the hood of leading industry examples</li></ul>

Understand PLG and its impact on B2B growth initiatives

<ul><li>How to objectively measure customer success and operationalize it with meaningful, outcome-driven team goals</li></ul> <ul><li>How to establish growth in your organization that sticks with growth teams and culture</li></ul>

Increase the efficiency of your distribution model

<ul><li>How to move from activating individuals to teams and subsequently to accounts.</li></ul>

Individual vs. Team vs. Account Activation

<ul><li>How to find, define, and identify meaningful ICPs (Ideal customer profile)</li></ul> <ul><li>Driving them through our acquisition funnel and retaining them for long-term revenue</li></ul>

Find ICPs in Product-led Growth

<ul><li>How to combine the best from PLG and Sales-led Growth: Product-led Sales</li></ul> <ul><li>How to apply the principles of customer success signals, and their ICPs to qualify deals and drive efficiency in mid-market / enterprise segments.</li></ul>

Combine sales and Product-led Growth: Product-led Sales

<ul><li>Create a long-lasting Strategy to acquire customers while they are small and grow into bigger clients with time.</li></ul> <ul><li>Creating the conditions to have a product that grows with your customers</li></ul>

Drive expansion revenue through PLG

<ul><li>Community sessions to network and discuss with other cohort participants</li></ul> <ul><li>Access a dedicated Discord community after the course</li></ul>

Interactive community & special material

In the constantly evolving world of B2B SaaS, understanding and pinpointing your Ideal Customer Profile (ICP) is not just an advantage—it's a necessity for scaling and sustained growth. Our course, "How to Identify and Find Your Ideal Customer Profile in B2B SaaS," is designed to transform B2B SaaS scaleups from broad-spectrum marketing and product efforts to targeted, high-impact strategies. Through a meticulously crafted 2-week program, you'll journey from the fundamentals of the B2B SaaS landscape to mastering the art of customer profiling. By the end, you'll not only have a comprehensive ICP but also the tools and insights to continuously refine and align your strategies with your market's evolving needs. ________________________ Week 1: Lay the groundwork with an in-depth understanding of B2B SaaS and the science behind effective customer profiling. Dive into research methodologies, learning how to gather and analyze data to build a solid ICP foundation. Week 2: Uncover strategies to find and develop targeted engagement campaigns tailored to your ICP, ensuring every marketing and sales effort counts. Measure success and learn to iterate on your strategies for continuous improvement and adaptation. By the end of the course, you'll not just find your ICP—you'll understand how to engage, delight, and grow your customer base effectively, ensuring your B2B SaaS business thrives in a competitive landscape. You can also check out our article "How to find your first ICP" to get a taste of what we'll cover: https://www.leahtharin.com/p/how-to-find-your-first-icp-guide

Unlock step-changing growth with your ICP

Provide a brief description for each module as a way to sell the value of what students will be learning throughout the course.

First Module

Second Module

Third Module

Before each week's session, you get pre-recorded micro lessons broken down into specific topics to allow you to learn at your own pace.

Course Material

Each week we encourage you to complete a small project that will kick-start your journey to developing and executing on your ICP.

Weekly Project

Every Wednesday we use this time to review the week's course material and discuss your specific challenges and questions as a group.

Live Sessions

B2B SaaS Founders &amp; Executives ready to refine their market strategy by identifying &amp; targeting their ideal customers to accelerate growth.

Marketing &amp; Sales Leaders looking to deepen their understanding of customer profiles for more effective targeting &amp; engagement strategies.

Product Managers &amp; Strategists seeking to align product and marketing efforts with the needs and behaviors of their most valuable customers.

What you’ll get out of this course

Gain the skills to accurately identify and define your ICP, understanding the nuanced needs, behaviors, and decision-making processes of your most valuable customers.

Mastering Ideal Customer Profile (ICP) Identification

Learn how to deploy both qualitative and quantitative research methodologies to gather actionable data, ensuring your ICP identification is based on solid, empirical evidence.

Research Methodologies for Data-Driven Profiling

Develop specialized marketing and sales strategies that resonate deeply with your ICP, enhancing both engagement rates and conversion outcomes.

Crafting Targeted Engagement Strategies

Understand the dynamics of evolving markets and learn to adapt your ICP accordingly, ensuring your business remains aligned with market needs for sustained growth.

Continuous ICP Evolution and Market Adaptation

Discover how to establish and monitor key performance indicators (KPIs) that accurately measure the effectiveness of your ICP strategies, providing insights for iterative improvement.

Analytics and KPIs for Measuring ICP Strategy Success

Engage with case studies and real-world examples that illustrate successful ICP strategies, offering clear, actionable insights you can apply directly to your business.

Practical Application Through Case Studies and Real-World Examples

How to build your first Growth Team

CPO PLG | Ex - Core product Lead Smallpdf | Board Member (EQT) | Notion Capital

Learn how to structure cross-functional teams across product, marketing, and engineering to drive sustainable growth.

Build a growth team that delivers results

Learn what defines great Growth teams and how they identify the right opportunities to bet on.

Best practices for Growth teams in 2025

Learn how to focus on the right metrics to drive measurable results.

How to measure performance in Growth

How to Identify Growth Opportunities with AI

Kieran Flanagan

SVP Marketing Hubspot | Former CMO Zapier | Sequoia Scout

Learn how to use AI tools to identify and capitalize on opportunities based on competitor analysis and your data

Identify growth opportunites faster than ever

How to converts growth metrics into tactics with ChatGPT vs. Claude vs. Gemini

Translate your growth metrics into an actionable plan

Use AI-powered learnings with your internal data to see potential problems before they appear when experimenting.

Increasing confidence when experimenting

Combining PLG and Sales in B2B SaaS Teams

Product & Growth Executive for B2B Scaleups, Interim CPGO

Learn how to time, manage and adress your leads better with existing data.

Step by Step approach how to layer in PLG into a business

What to look out for in your Product and Sales teams for immediate uplift

How to use PLG to optimize your Sales Motion

Learn from the mistakes of other companies and see how they overcame their difficulties.
Stories from Smallpdf, Hubspot

Avoid the most common mistakes when touching PLG

Build Your Product-Led Growth Strategy

Chief Product Officer & PLG Advisor

Discuss examples of successful B2B companies that have used product-led growth to scale

How PLG leverages product value to create organic growth

Techniques to pinpoint and measure the exact actions in your product that result in long-term user engagement

How to identify your product's unique "aha moment"

Ways that product managers (who know nothing about sales) can actually make your sales team better, without the drama

How PMs can effectively collaborate with sales

Please watch this short video about the basics of Product-Led Growth: https://bit.ly/3VgP96y

Leah Tharin

Leah Tharin

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