A product-led growth strategy is the future of B2B technology marketing
When your team is focused on your product, it becomes your most powerful marketing tool. Shine the light on your product. It's your go to market route.
The new era for software companies
Your product sell itself, right? Or does it?
Product is more than just the software. It’s a company-wide strategy that puts the needs of the end-user first.
Together, we draw out the value of your product and put that front and centre of your GTM approach.
The role of marketing in a product-led growth strategy
Nothing kills a bad product like good marketing.
Those words are especially true when following a product-led approach. But the opposite is also true.
What better way for you to accelerate the growth of your product & scale your business, than by showing your user base & communities the value your product will drive for them.
Your product-led growth strategy will focus on exposing your users to your product, in order to generate engagement, demand & virality.
Product-led growth turns traditional B2B marketing on its head, demonstrating your value to your audience before ever suggesting that they buy.
This requires a very different go to market strategy.
Product-led strategy that targets your end users
We operate as a transparent extension of your team, implementing a true product-led strategy into your organisation
Our friendly, experienced team have a winning mindset & a direct approach. There's no room for fluff when you're showcasing the value of your product, so we won't mince our words
Your strategy may be the start or the finish of your journey with us. After all, your product is going to be doing a lot of your marketing! And that's perfectly fine.
Synetec
"We can't say enough good things about the results and the experience of working with Incisive Edge"
In the last few months since working with IE, we have seen our net new business grow phenomenally. We’ve generated more than £100K of booked and committed revenue purely from the PPC and SEO efforts of Incisive Edge.
Our approach to product-led growth
Know your user base
You're not targeting the buyer, you're targeting your user.
We'll ensure you know your users inside & out by developing your Ideal Client Profile & detailed buyer personas.
Segment your data
Clean, segmented data is the only way to speak directly to your users, in a personalised, individual manner.
As a PLG company, you're bound to have an internal team that can help you segment & we'll provide the framework.
Showcase your value
You need to deliver value. But first, you need to showcase that value.
We'll help you do just that, building your value proposition, market & brand position & messaging, from the ground up, so your users have no alternative but to sign up with you.
Messaging that resonates
You want to create brand advocates. To do that, your messaging and brand voice must resonate.
We'll create an authoritative tone with clear messaging to build your communities and encourage virality.
Marketing that puts the user first
Your users need to find you to solve their pain. They're searching for companies like yours, so SEO, content and ABM strategies must play a role.
We'll create the focused marketing strategy to align precisely with your PLG strategy.
Rebecca Hicks
Head of strategy
Meet the team lead
Becks has a proven track record of defining positioning and marketing strategies and delivering the foundations required for tech companies to achieve their growth and lead generation ambitions, often within challenging parameters. Becks will steer you through the initial stages of engagement with her energetic yet #noflluff marketing approach to ensure you have the right foundations in place. Becks will remain on-hand throughout your engagement.
Our team are experts in strategy
The team at Incisive Edge have sat where you sit, and understand your pain. We come from the real world of in-house sales and marketing, so we know that what matters most to you is results.
You won’t hear excuses from us, or woolly statements that don’t get you where you need to go. Just battle-tested PLG strategies that carve out a path to growth and scale.
Let's work together
Read more about how we create product led growth
What is product-led growth?
In a world of product-led growth marketing, your business strategy must respect a power shift within your target customer base; from the buying committee to the customer experience of users – both paying and free.
In PLG, product usage acts as the main driver of user acquisition, expansion and retention.
Rather than marketing and sales being the driver of acquisition, it’s the product itself that supplies the pipeline.
The 3 pillars of product-led growth
Pillar 1
PLG is all about your user & solving their pain point through your product in a way that cannot be solved by your competitors.
We'll understand your competitors & define your Ideal Client Profile & detailed personas so you understand your audience completely.
We'll answer the questions your users will ask.
We'll understand your competitors & define your Ideal Client Profile & detailed personas so you understand your audience completely.
We'll answer the questions your users will ask.
Pillar 2
If your users can't see the value you deliver, they won't hang around. Value comes not just through your product but through your assets - your proposition, website, messaging, tone of voice, authority & credibility, Everything in alignment.
We'll create & align your strategic assets to showcase the true value you & your product deliver.
We'll create & align your strategic assets to showcase the true value you & your product deliver.
Pillar 3
By being intentional about your product development with a clear understanding of the problem you're trying to solve for your users, your roadmap can be based on impact to your users.
But when your users are looking to solve their challenge, you need to be found through the search engines, your content marketing, online communities & forums.
We'll make you visible.
But when your users are looking to solve their challenge, you need to be found through the search engines, your content marketing, online communities & forums.
We'll make you visible.
Get Lucidity
"One thing I've been really impressed by is that Incisive Edge are highly, highly organised."
Tom Ricca-McCarthy and Get Lucidity enjoyed great results when we formed an extension of their team. Together, we worked to implement an inbound strategy, driving leads and results.
