One of the hottest trends in the startup ecosystem is product-led growth (PLG). The PLG approach to introducing a solution to the market is focused on the end-user. Initially, many B2B founders viewed PLG as more of a go-to-market motion where providing a freemium offering would enable a company to be product-led. However, this is not enough. End-users aren’t simply the people who use the product and decide whether to recommend it to the organization. They often hold the position of ‘buyer’ as getting started with the solution can commonly be done on a credit card and then later expensed. …
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