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In Depth

Notion’s Head of Marketing on building a growth marketing engine at a PLG company — Rachel Hepworth

Apr 6, 2023
53:32

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Podcast summary created with Snipd AI

Quick takeaways

  • To successfully implement product-led growth (PLG), marketing must align with the product and focus on driving meaningful top-of-funnel growth.
  • Metrics play a critical role in guiding growth marketing strategies in PLG companies, with activation rates serving as an early indicator of potential paying customers.

Deep dives

The Importance of Aligning Marketing with Product-Led Growth

To successfully implement product-led growth (PLG), marketing must align with the product and focus on driving meaningful top-of-funnel growth. While traditional marketing roles typically focus on building awareness and bringing people into the product, at PLG companies like Notion, marketing also plays a crucial role in ensuring users stay and find value in the product. This involves creating impactful channels and mechanisms for driving top-of-funnel growth, as well as optimizing the in-funnel experience through education and lifecycle management. By understanding the target audience and their goals, marketing can tailor strategies and content to support users throughout their journey, encouraging meaningful activation and conversion to paying customers.

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