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.
Product-led Growth in B2B
Course syllabus
Week 1
Week 1
Jan 2—Jan 7
Events
- Jan
2
PLG 1: What is Product-led Growth - EU/AUS Timezone
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
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
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
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 PLG1: What is product-led growth PLG3 Lessons • 1 Project
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 studies2: Freemium, trial, reverse-trial & case studies2 Lessons • 1 ProjectWhich options does a business have to run their acquisition flows, and when to use them? + Case Studies
Week 2
Week 2
Jan 8—Jan 11
Events
- Jan
9
PLG 3: Finding customer success & ICPs, Loops - EU / AUS Timezone
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
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
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
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, Loops3: Customer success & ICPs, Loops6 Lessons • 2 Projects
A different way on looking at success, our ICPs: Loops
- 4: Combining PLG with sales: Product-led Sales4: Combining PLG with sales: Product-led Sales3 Lessons • 1 Project
Post-Course
Post-Course
Events
- Jan
16
PLG 5: PLG & Strategy, data & goal setting - EU / AUS Timezone
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
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
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
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 setting5: PLG & Strategy, data & goal setting3 Lessons • 1 Project
- 6: Growth Teams & PMs & Wrap Up6: Growth Teams & PMs & Wrap Up5 Lessons • 1 Project
How to think about Growth, Product Management and some practical ressources for it
Bonus
Bonus
Modules
- Your post course PLG Journey (Material)Your post course PLG Journey (Material)3 Lessons
4.8
(23 ratings)
What students are saying
Your instructor
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.
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
Money-back guarantee
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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
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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
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