Report · 15 min read

Product-Led Growth Benchmarks: Key SaaS Findings and Trends

Laura Kluz · ProductLed Free Advanced

You cannot take a motion apart without numbers to compare against, and this has them: 9 percent average free to paid, freemium converting visitors to signup at 12 percent median versus free trials, and free trials with a product qualified lead definition converting around 25 percent. The PQL gap (only 24 percent of PLG companies use one) is the single most actionable finding here.

  • 58 percent of surveyed B2B SaaS companies run a PLG motion, and 91 percent plan to invest more.
  • Freemium converts about 12 percent of visitors to signup, but free-to-paid lands near 9 percent either way.
  • Only 24 to 25 percent of PLG companies use PQLs, despite roughly 3x higher conversion when they do.
  • Activation rate is tracked only 34 percent of the time.
Open on productled.com ↗

The question it answers

  1. Take apart a genuinely great self-serve motion. What is actually inside it?

Read with it

  1. The book that gave most teams their shared vocabulary for this, and the PDF edition is cheap enough to be a rounding error.... ProductLed Book · Book, around 250 pages Product-Led Growth: How to Build a Product That Sells Itself (2nd Edition) Wes Bush
  2. Gross ran Heroku's self serve business and later led Duo and Vimeo, so this is someone describing the machine from the inside... Heavybit Video · 40 min watch Building Self-Serve Go-to-Market with Adam Gross Adam Gross
eChai Partner Brands The partnership →