In PLG, the user signing up isn't always the buyer. The developer who starts a free trial isn't the VP of Engineering who approves the budget. Your marketing needs to reach both — and the segmentation needs to be smarter than "anyone who fills out a form."
Half your sign-ups never activate. The CRO sees a top-line number that doesn't connect to revenue. We move the lens to activated sign-ups, not gross volume — and rebuild every channel decision around that metric instead.
Most paid programs optimize for "lead." PLG optimizes for activated user. The bidding logic, the landing page design, the offer, and the conversion event definition are all different — and almost no paid team gets it right without help.
A PLG site needs to rank for thousands of feature + use-case queries, not just brand terms. The programmatic SEO architecture that drives PLG breadth is fundamentally different from what builds a DA score — and most agencies build for DA.
We instrument the activation lens. Until we know what an activated user looks like in your product — the events, the milestones, the "aha moment" — marketing can't optimize for it. This is the foundation everything else is built on.
Rebuild paid bidding around activated-sign-up CPA, not lead CPA. Every campaign is optimized against the right signal. Programmatic SEO scaled to feature + use-case queries — the long-tail that PLG products need to win organic at breadth.
Add the expansion layer — content that drives upgrade behavior, in-product referral mechanics, and the "land + expand" SEO that captures expansion queries. By now the acquisition engine is funded by the retention engine.
A Series C PLG data infra company. We built a content + SEO program that drove the right sign-ups — activated users who upgraded — and a CRO program that converted them on-site. Gross sign-up volume didn't change much. Activated sign-ups tripled.
Read the full case studyCompound first, then accelerate. The growth engine for teams that have found product-market fit and need to build velocity on top.
SOLUTION · DEMAND GENPipeline you can forecast. The engine that delivers a predictable pipeline number every month — and the dashboard to defend it.
SOLUTION · ENTERPRISEMulti-product, multi-region, one growth program. Strategy + operators + dashboards that make six teams look like one.