Product-led Growth in B2B

4.8

(23 ratings)

·

2 Weeks

·

Cohort-based Course

Product-led Growth esentials to optimize how you distribute your product in B2B, for business, growth and product leaders in 3 weeks

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Course overview

Master your growth strategy with PLG in B2B

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With EU / Australian Timezone options, every Tuesday / Thursday 10:00 AM and 07:00 PM, GMT+1

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How do we in B2B adress the growing problem of everyone asking for an improved buying experience and self-serve?


Product-led Growth is the most cost-efficient, measurable way to an outstanding product and its distribution in markets where the lines between the buyer and their users and teams start to blur.


You may even already have a trial or freemium version of your product out there but are not sure how to further optimize it or how it fits into a long term growth strategy.


In B2B, we need to think differently about teams and the products we design for them:


I brought product-led growth as an operative, executive, and advisor to dozens of companies from B2C to B2B to optimize their user acquisition, retention, and monetization.


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 3 weeks (6 live zoom classes, recorded), every tuesday and thursday and has two different timezone options for every session. Half of the sessions also include world-class speakers and operators to share their, real experience with product-led growth and the challenges they faced - and how they mastered them.

Who is this course for

01

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

02

PMs & Marketers who want to understandi what drives product-led growth.

03

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

What you’ll learn

Understand PLG and its impact on B2B growth initiatives
  • Review the core principles of product-led growth (PLG), beyond just trials and freemium



  • Look under the hood of leading industry examples
Increase the efficiency of your distribution model
  • How to objectively measure customer success and operationalize it with meaningful, outcome-driven team goals



  • How to establish growth in your organization that sticks with growth teams and culture
Find ICPs in Product-led Growth
  • How to find, define and identify meaningful ICPs (Ideal customer profile)



  • Driving them through or acquisition funnel and retaining them for long term revenue
Combine sales and Product-led Growth
  • How to combine the best from PLG and Sales-led Growth: Product-led Sales



  • How to apply the principles of customer success signals, and their ICPs to qualify deals and drive efficiency in mid-market / enterprise segments.
Drive expansion revenue through PLG
  • Create a long-lasting Strategy to acquire customers while they are small and grow into bigger clients with time.



  • Creating the conditions to have a product that grows with your customers
Interactive community & special material
  • Access a dedicated Discord community with 1,000 Members to exchange with other cohort members and PLG practitioners.

Course syllabus

12 live sessions • 7 modules • 25 lessons • 7 projects
Expand all modules
  • Week 1

    Jan 2—Jan 7

    Events

    • Jan

      2

      PLG 1: What is Product-led Growth - EU/AUS Timezone

      Tue, Jan 2, 9:00 AM - 10:00 AM UTC

    • Jan

      2

      PLG 1: What is Product-led Growth US Timezone

      Tue, Jan 2, 6:00 PM - 7:00 PM UTC

    • Jan

      4

      PLG 2: Freemium, trial, interactive demos & case studies - EU / AUS Timezone

      Thu, Jan 4, 10:00 AM - 11:00 AM UTC

    • Jan

      4

      PLG 2: Freemium, trial, interactive demos & case studies - US Timezone

      Thu, Jan 4, 6:00 PM - 7:00 PM UTC

    Modules

    • 1: What is product-led growth PLG

      A clear definition of what it is beyond trials and freemiums and the science behind it all.


      Where product-led growth belongs between having product-market fit and a scaling organization.


      Examples from the industry and analyzing why they do what they do. Understanding what successful PLG looks like is essential to not end up blindly copying

    • 2: Freemium, trial, reverse-trial & case studies

      Which options does a business have to run their acquisition flows, and when to use them? + Case Studies
  • Week 2

    Jan 8—Jan 11

    Events

    • Jan

      9

      PLG 3: Finding customer success & ICPs, Loops - EU / AUS Timezone

      Tue, Jan 9, 10:00 AM - 11:00 AM UTC

    • Jan

      9

      PLG 3: Finding customer success & ICPs, Loops - US Timezone

      Tue, Jan 9, 6:00 PM - 7:00 PM UTC

    • Jan

      11

      PLG 4: Combining PLG with sales: Product-led Sales - EU / AUS Timezone

      Thu, Jan 11, 10:00 AM - 11:00 AM UTC

    • Jan

      11

      PLG 4: Combining PLG with sales: Product-led Sales - US Timezone

      Thu, Jan 11, 6:00 PM - 7:00 PM UTC

    Modules

    • 3: Customer success & ICPs, Loops

      A different way on looking at success, our ICPs: Loops

    • 4: Combining PLG with sales: Product-led Sales

  • Post-Course

    Events

    • Jan

      16

      PLG 5: PLG & Strategy, data & goal setting - EU / AUS Timezone

      Tue, Jan 16, 10:00 AM - 11:00 AM UTC

    • Jan

      16

      PLG 5: PLG & Strategy, data & goal setting - US Timezone

      Tue, Jan 16, 6:00 PM - 7:00 PM UTC

    • Jan

      18

      PLG 6: Growth Teams & PMs & Wrap Up - EU / AUS Timezone

      Thu, Jan 18, 10:00 AM - 11:00 AM UTC

    • Jan

      18

      PLG 6: Growth Teams & PMs & Wrap Up - US Timezone

      Thu, Jan 18, 6:00 PM - 7:00 PM UTC

    Modules

    • 5: PLG & Strategy, data & goal setting

    • 6: Growth Teams & PMs & Wrap Up

      How to think about Growth, Product Management and some practical ressources for it

  • Bonus

    Modules

    • Your post course PLG Journey (Material)

4.8

(23 ratings)

What students are saying

Your instructor

Leah Tharin

Leah Tharin

Head of Product / PLG Advisor

Leah Tharin specializes in bringing product-led growth and sales-led together in B2B

  • Author of the #1 most-read PLG Guide worldwide
  • Head of Product and Growth at Jua.ai, ML/AI
  • Product Lead at Smallpdf a Scale up with over 50,000,000 monthly active users.
  • Head of Product at Deindeal.ch (pushing Groupon out)
  • Microsoft Online Lead Switzerland
  • PLG & Growth advisor to a dozen companies
  • Portfolio Advisor @ Notion Capital


She writes about her experience on www.leahtharin.com (Podcast, Newsletter, Youtube Channel)

Course schedule

~8 Hours in total over 3 Weeks
  • 6 x one - hour long sessions with Leah

    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&A questions.

  • Asynchronous learning material

    ~30 - 45 minutes before every session

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

  • All sessions are recorded

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

Free resource

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

The session recording of the first 40 minutes from the Maven "Product-led Growth in B2B" cohort totally free:


  • The definition of PLG
  • Where PLG sits in the market
  • When you might do PLG
  • PLG vs SLG distribution
  • Enterprise vs Midmarket vs Micro Businesses
  • Best conditions
  • Sequences of product-led businesses

Get this free recording

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Money-back guarantee

Frequently Asked Questions

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Join an upcoming cohort

Product-led Growth in B2B

PLG Cohort 4 - Q1 2024

$950 USD

Dates

Jan 2—11, 2024

Payment Deadline

Jan 1, 2024

|

Bulk purchases

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Join an upcoming cohort

Product-led Growth in B2B

PLG Cohort 4 - Q1 2024

$950 USD

Dates

Jan 2—11, 2024

Payment Deadline

Jan 1, 2024

|

Bulk purchases

Learning is better with cohorts

Learning is better with cohorts

Active hands-on learning

This course builds on live workshops and hands-on projects

Interactive and project-based

You’ll be interacting with other learners through breakout rooms and project teams

Learn with a cohort of peers

Join a community of like-minded people who want to learn and grow alongside you

$950 USD

4.8

(23)

·

2 Weeks