B2B Product Strategy: How to Market to Both Enterprise and Self-Serve Customers

Many of today's most successful SaaS companies rely on a product-led growth (PLG) go-to-market strategy to drive growth across all stages of the funnel. A typical PLG motion involves offering a freemium product, which allows customers to experience real product value without having to jump through hoops. At MarketingProfs Friday Forum, Matt Heinz will present six primary PLG motions used by leading B2B organizations today.

PLG companies eventually scale to the point where they begin to target larger deals. It's critical to treat B2B buyers from large companies differently from individual consumers. Moreover, they have different intentions when visiting a website, so personalized call-to-action buttons can help funnel visitors into the appropriate track. Additionally, enterprises often have multiple stakeholders, making it necessary to offer a way to gather more information or schedule a meeting with a sales rep.

To maximize pipeline, marketers have to personalize the experience for each kind of customer. This includes using firmographic information to customize messaging and using additional marketing data and machine-learning to automatically populate personalized messaging. By doing so, marketers can create one website that serves each group of prospects, depending on who is visiting the site at any given time.