Any content marketers working in PLG companies? I'm curious how your performance measurement changes compared to marketing- or sales-led companies.

That’s a great question. For me, it changed a lot. When I was working at sales-led startup, we were looking at the number of leads (contact form fills/SQLs), MQLs, etc to measure content. We didn’t offer a self-serve product and sales cycles are typically long with multiple touch-points, so we kept it simple. Now, the way we measure content varies based on the content format. To give some examples: For long-form SEO content, we look at the number of activated users acquired (not just sign ups or visits). If it’s a product education content, we look at its ability to drive key product actions (for instance, in our case, media shared). We also measure overall performance of content by looking at the product usage of blog readers vs others (everyone else). Curious to see how others are measuring :)) P.S. We have Amplitude which makes the job easier.

That is super interesting, Rasheed! The Product-Led Growth Collective recommends seven key PLG metrics. It sounds like you track metrics near two of them (product-qualified leads and time to value). Do you report on any others or are those two your main focus? 1. Time to value: The time it takes for new users to reach their aha or activation event and realize your product’s value. 2. Product-qualified leads: Leads who have already experienced your product’s value. Typically activated users with a free trial or freemium account. 3. Expansion revenue: Measures the revenue generated from existing customers through upsells, add-ons, cross-sells, etc. 4. Average revenue per user: The amount of money, on average, you can expect to make from an individual user. 5. Customer lifetime value: A prediction of how much revenue you can expect from a single customer over the duration of their account’s lifetime. 6. Net churn: The amount of money lost after accounting for new and expansion revenue. 7. Vitality and network effect: Virality occurs when a product’s rate of adoption increases exponentially as more people share it.

Hey David! I'm at a PLG startup still trying to find product-market fit so these questions are super relevant to us. Can't answer at the moment but I'd love to answer later/chat it through.

Hey @fresh-battery-25735 At Enzuzo, we're focusing a lot on SEO on long-tail keywords trying to complete a specific action, this signals that they're a PQL. For example, "Shopify privacy policy generator". So search intent is really big for us, of course, we still want to target some higher volume keywords. We also have a PL content strategy which is producing articles that are almost like a combo of a help doc + education. Making the product a key part of the article vs. a smaller mention. We're freemium model, so organic sign-ups is the main metric I'm looking at currently.

Hey @dry-island-53014, I'm working on an article about this now. Mind if I ask you a few Qs?

Hey David! Just saw your previous message. I’d happy to answer your questions and share what we do. But I’m afraid I’m gonna take some time (busy week ahead). Let me DM you and we’ll see if there’s a better way to do this.

I wrote an article on how PLG and SLG strategy differs on the ad side, it touches on your question: https://www.rightpercent.com/b2b-guides/advertising-for-product-led-growth-vs-sales-led-growth-companies