By letting users discover your product when they need it and where they frequent, you win. No surprise: that tends to be organic search and SEO for the average user. The numbers back this up. According to OpenView’s 2022 Product Benchmark Report , standout PLG companies get 40% of their signups from organic search. Naturally, organic search is a great place to acquire users, since you’re not paying per click.
Bar chart describing the main approaches to making SaaS products discoverable.
A key principle of PLG is that power belongs to the user, not the buyer. Therefore, you need to focus your marketing on user pain points rather than big buyers.
Take Grammarly, an online writing assistant . Grammarly’s users sri lanka mobile database aren’t searching for “business writing assistant” or “grammar correction software” — they may not even know these solutions exist. Instead, they’re trying to figure out whether to use “noone” or “no one” in their writing. Grammarly hopes to be discovered by everyday users when they need it, and then convince those users to try Grammarly’s product.
Grammarly solves the user’s pain, not the buyer’s pain
This also applies to more traditional B2B software, including Australia-based safety checklist software company SafetyCulture. SafetyCulture targets blue-collar industries like manufacturing and construction, where employees are most likely to work in the field and aren’t actively searching for “safety checklist software” on Google. These employees are looking for different kinds of safety checklist templates.