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
November 18-20 in Kelowna, BC, Canada. This intensive is designed for SaaS companies ready to integrate AI into their growth strategy. Over two days, we'll explore how AI is transforming the five growth levers: product, marketing, customer success, sales, and leadership. I'll be leading the session on AI-first Customer Success Management—with practical, actionable strategies you can implement now, plus a roadmap for scaling over time. You'll leave with a clear operating model for your next...
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Trying to get customers to execute perfectly when they don't have experience, expertise, or even the desire to do so. Yet, we've designed our entire operation and organization to try to make this work. We've created a profession and discipline around this. That's insane if you think about it. I remember way back in 2012 when I was working with email marketing platforms. Customers would churn from one provider to another looking for better results. But the problem wasn't the platform. It was...