Product-Led Growth in B2B Companies

Most of the literature around Product-Led Growth (PLG) focuses on consumer companies. Many iconic tech businesses—like Facebook, Slack, and Uber—pioneered this approach. Growth hacking enabled these companies to build and distribute product with little to no traditional go-to-market (GTM) function.

But I was curious: what does Growth look like for B2B companies that have fewer customers, but much larger deal sizes?

What I’ve found is that the fundamentals remain the same, but the tactics shift.

One of my first breakthroughs was learning about Product-Led Sales (PLS). This model is especially relevant when you already have a Sales function in place but want to layer in a product-driven growth motion.

In PLS, the product itself becomes a key driver of growth, often working in tandem with Sales. You’re not replacing Sales—you’re empowering it.

For example, sales teams often work with Sales Qualified Leads (SQLs), where reps determine whether a prospect is a good fit. Marketing has Marketing Qualified Leads (MQLs), based on intent signals from campaigns or content.

But there’s a third category that’s critical for PLG: the Product Qualified Lead (PQL). These are users or accounts that demonstrate engagement or value realization within the product—signals that they may be ready to convert or expand.

That’s what I’m focused on now, building the right product signals to define PQLs. How do we know when an account is ready to grow? And how can we use those signals to support Sales and drive revenue?