Kyle Poyar (OpenView): Top of Funnel for PLG

PLG breaks traditional SaaS top of funnel. Why? Trusty channels like content marketing, email nurture and in-person events don’t translate to PLG. Kyle has identified what works for PLG leaders like Zapier, Figma and Calendly, and shares a new top of funnel playbook built for the PLG era.

Conversation highlights:

• [01:54] Problems PLG companies face when it comes to top of funnel
• [04:16] Thinking about building for the end user, and building to be discovered
• [08:19] Full empathy and finding solutions to user problems, the customer perspective
• [11:33] SEO and Organic Search: How to get discovered and what things folks should focus on bringing to their business
• [12:57] What SEO best practices should PLG companies consider
• 15:15[] Opportunities for PLG businesses and the RFP template
• [16:13] Viral loops in products, and what they look like
• [22:11] What role community plays in top of funnel for PLG businesses
• [24:42] What app stores and distribution channels look like for users
• [27:05] Where should folks get started