the secret to Product-led Growth (what?)
Product-Led Growth (PLG) is one of the most popular go-to-market motions in SaaS.
Canva. Atlassian. Slack. Calendly. Aha!
Billions in market value and it was just their great product that did it.
Right?
No. A great (relative) product is table stakes.
What each of those companies used to drive growth was... email! (yep, even Slack!).
PLG should be called ELG: Email-led Growth!
But, wait. Email isn't cool. No. But you know what is cool? Billions in market value.
For PLG companies, email powers their Free Trial, Sales Assist, Onboarding, Engagement, and Expansion.
Email also powers RevOps, GTM, and Customer Success teams in companies of all types around the world.
And this is why I created my (newly renamed) Email Engagement Formula course.
I didn't make it because I'm trying to get you to think email is cool.
I made it because if you rely on email to drive growth and revenue, you better get it right.
~Lincoln
BTW: Email is super-interesting because of how it is structured and how inboxes currently function. We have more opportunity with the subject + preheader to get attention, and some room to engage in the message body.
While the structure is different for Whatsapp, SMS, In-app Chat, LinkedIn messages, etc. so much of what I cover in the Email Engagement Formula course is transferable to other modalities.
But let's face it... email is probably your primary engagement channel. So get it right.
....
Lincoln Murphy
I help SaaS companies Maximize LTV through Customer-centric Upselling
Our next Customer Onboarding training starts tomorrow, Tuesday, April 22, 2025. Learn more about the program and sign-up here. Onboarding is arguably the most important customer lifecycle stage. In this program you'll learn how to get your new customers to do the things they need to do to get this still-fragile relationship off to a strong start, setting everyone up for long-term success (the customer... and your CS team). Specifically, we'll cover: Lifecycle stage metrics Handover management...
Our next Customer Onboarding training starts on Tuesday, April 22, 2025. Learn more about the program and sign-up here. Onboarding is arguably the most important customer lifecycle stage. In this program you'll learn how to get your new customers to do the things they need to do to get this still-fragile relationship off to a strong start, setting everyone up for long-term success (the customer... and your CS team). Specifically, we'll cover: Lifecycle stage metrics Handover management Time...
TL;DR: We're running "Save Customers Now!" workshops again—PLG on April 15 and Enterprise on April 17. Stop churn immediately in Q2. I just got this email from a CS leader: "Lincoln, I'm freaking out. With everything going on—economic uncertainty, customers tightening budgets, chaos everywhere—churn is gonna hit us HARD in Q2. Are you doing another 'Save Customers' workshop soon? Fingers crossed." Bad news: I've heard similar messages from several CS leaders already. Good news: "Save...