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PLG motion layered over existing enterprise sales drove compounding expansion revenue.
Viral collaboration loops converted free users into paid teams at 34% conversion.
Shopify app store positioning captured inbound intent at near-zero CAC.
Remote work tailwind + aggressive partner channel created category dominance.
Revenue attribution model shifted customer perception from cost to investment.
Compound product strategy — each module increased retention and ARPU simultaneously.
How Lattice drove +312% ARR by layering PLG over enterprise sales
Enterprise sales cycles were averaging 94 days. The mid-market was growing faster than sales headcount could support, and the self-serve motion had no structured expansion path.
Introduced a product-led growth layer with in-app expansion triggers tied to team growth events. Built a "manager onboarding" flow that converted individual users into team advocates within 14 days.
PLG motion generated 41% of new ARR within 12 months. Average deal size increased 2.4x as bottom-up adoption pre-qualified enterprise opportunities before sales engagement.
How Notion cut CAC by 47% using community as primary demand channel
Paid acquisition costs were rising 28% quarter-over-quarter as competition for productivity tool keywords intensified. The marketing team had no scalable alternative to paid search.
Launched a structured template creator program with revenue sharing. Built community ambassador tiers that rewarded content creators for driving verified signups. SEO-optimized every template page.
Community-generated templates drove 73% of new user acquisition within 8 months. The template library ranked for 140,000+ long-tail keywords, replacing $4.2M in annual paid spend.
How Stripe expanded into 47 new markets using developer documentation as GTM
International expansion required localized sales teams in each market — a model that was capital-intensive and slow. Local payment rails and compliance requirements made each market a unique integration challenge.
Built market-specific documentation with code examples in local payment contexts. Created a "payments in [country]" content hub that ranked organically in each target market before sales investment.
Developer self-serve motion enabled entry into 47 markets without dedicated local sales. Non-US revenue grew 210% in 20 months. 94% of new international accounts onboarded without human touchpoints.
337 more case studies in the vault
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337 more case studies in the vault
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