B2B product-led growth
📖 3 min readUpdated 2026-04-19
B2B PLG reaches users before the buyer. User loves product, brings it into team, team adopts, enterprise deal follows.
Examples
Stages
- Individual user adopts
- Invites teammate
- Team buys plan
- Company-wide enterprise
Motion requirements
- Self-serve onboarding
- Immediate value in free tier
- Natural expansion paths
- Enterprise sales team for deals above certain size
What to do with this
- Track the 5 metrics above as your PLG North Star cluster, any one alone misleads, together they tell the story
- Design the product for workspace virality, inviting colleagues must be the natural path of using, not a settings-menu afterthought
- Overlay enterprise sales on top of PLG for deals above a threshold, pure self-serve caps revenue in B2B
- Measure "paid teams with 10+ active users" as a leading indicator of expansion revenue, individual signups predict little
- Budget product-growth engineering capacity, PLG without engineering support becomes feature-marketing, not growth