The Rise of PLG and the Next Gen of Marketing Automation - Dave Rigotti

Historically, Product-led Growth (PLG) companies have been underserved. Marketing automation platforms, growth playbooks, reporting frameworks, and “best practices” have been largely designed around the needs of their sales-led cousins.

But PLG has had a renaissance in the past few years, and all that's changed. PLG now has its own communities, methodologies, frameworks, and tools.

Today's guest, Dave Rigotti, has quickly become one of the godfathers of PLG as a thought leader and co-founder of Inflection.io.

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About Today's Guest

Dave Rigotti is an entrepreneur and marketing leader dedicated to furthering the B2B marketing industry. Dave was VP of Marketing at Bizible (acquired by Marketo), Director of ABM at Adobe, and now is co-founder and marketing leader at Inflection.io.

https://www.linkedin.com/in/daverigotti/

Key Topics

• [00:00] - Introduction
• [01:39] - What is PLG?
• [04:00] - Why PLG has gotten so popular recently
• [05:50] - Reasons Dave focused his new company on PLG
• [07:26] - Why sales-led software doesn’t scale for PLG
• [07:40] - Playbooks of top PLG companies
• [14:34] - Inflection’s data structure
• [19:12] - Opportunities and challenges of PLG ops
• [22:46] - Funnels, attribution, and PLG
• [25:31] - Scoring in PLG
• [26:47] - Top-down vs. bottom-up PLG motions
• [29:34] - Dave’s journey from startup to enterprise to startup
• [33:17] - Sustaining product agility as a startup
• [35:01] - How it feels to see Bizible not evolve after acquisition
• [36:06] - How to break the cycle of product stagnation as you scale

Resource Links

• Inflection.io - Product-Led Growth Software - Official website for Inflection.io

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