{"id":66178,"date":"2022-04-25T10:24:50","date_gmt":"2022-04-25T02:24:50","guid":{"rendered":"https:\/\/www.growthhk.cn\/?p=66178"},"modified":"2022-04-25T10:25:09","modified_gmt":"2022-04-25T02:25:09","slug":"b2b%e8%90%a5%e9%94%80%e5%a2%9e%e9%95%bf%e4%b8%93%e5%ae%b6%e7%94%b0%e5%8e%9f%ef%bc%9a%e4%ba%a7%e5%93%81%e9%a9%b1%e5%8a%a8%e5%a2%9e%e9%95%bf%ef%bc%88product-led-growth%ef%bc%8cplg%ef%bc%89","status":"publish","type":"post","link":"https:\/\/www.growthhk.cn\/cgo\/product\/66178.html","title":{"rendered":"B2B\u8425\u9500\u589e\u957f\u4e13\u5bb6\u7530\u539f\uff1a\u4ea7\u54c1\u9a71\u52a8\u589e\u957f\uff08Product-led Growth\uff0cPLG\uff09"},"content":{"rendered":"\n<p>\u4eca\u5929\u8bb2\u8bb2\u8fd9\u51e0\u5e74\u5168\u7403SaaS\u8d5b\u9053\u975e\u5e38\u70ed\u95e8\u7684\u8bdd\u9898\uff1a<span class=\"wpcom_tag_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/%e4%ba%a7%e5%93%81%e9%a9%b1%e5%8a%a8%e5%a2%9e%e9%95%bf\" title=\"\u4ea7\u54c1\u9a71\u52a8\u589e\u957f\" target=\"_blank\">\u4ea7\u54c1\u9a71\u52a8\u589e\u957f<\/a><\/span>\uff08Product-led Growth\uff0c<span class=\"wpcom_tag_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/plg\" title=\"PLG\" target=\"_blank\">PLG<\/a><\/span>\uff09\u3002<\/p>\n\n\n\n<p>\u8981\u5165\u95e8PLG\u5c31\u5f97\u638c\u63e13\u90e8\u5206\u5185\u5bb9\uff1aPLG\u7684\u5b9a\u4e49\u548c\u9002\u7528\u8303\u56f4\u3001PLG\u6838\u5fc3\u201c\u4e09\u597d\u4ea7\u54c1\u201d\u7684\u6807\u51c6\u3001PLG\u6267\u884c\u5730\u56fe\u3002<\/p>\n\n\n\n<p>\u4eca\u5929\u4e3b\u8981\u5206\u4eab\u7b2c\u4e00\u90e8\u5206\uff1aPLG\u7684\u5b9a\u4e49\u548c\u9002\u7528\u8303\u56f4\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">PLG\u7684\u5b9a\u4e49\u4e0e\u9002\u7528\u8303\u56f4<\/h2>\n\n\n\n<p>\u4ea7\u54c1\u4e00\u76f4\u662f\u9a71\u52a8\u4f01\u4e1a\u589e\u957f\u7684\u52a8\u56e0\u4e4b\u4e00\uff0c\u8fc7\u53bbTo B\u4f01\u4e1a\u4e3a\u4e86\u6301\u7eed\u7684\u4e1a\u52a1\u589e\u957f\u603b\u4f1a\u63a8\u51fa\u65b0\u4ea7\u54c1\u3002\u4f46\u662f\u4eca\u5929\u7684PLG\u5e76\u975e\u4f20\u7edf\u6982\u5ff5\u4e2d\u4ea7\u54c1\u4e0e\u589e\u957f\u7684\u5173\u7cfb\uff0c\u800c\u662f\u5728\u51e0\u4e4e\u6ca1\u6709\u9500\u552e\u56e2\u961f\u7684\u60c5\u51b5\u4e0b\uff0cSaaS\u4ea7\u54c1\u4f9d\u9760\u53e3\u7891\u5f62\u6210\u7206\u53d1\u5f0fJ\u578b\u589e\u957f\u7684\u6a21\u5f0f\u3002\u8fd9\u4e9b\u91c7\u7528PLG\u6a21\u5f0f\u7684SaaS\u516c\u53f8\u53ea\u75282-3\u5e74\u8425\u6536\u589e\u957f\u5c31\u80fd\u8fbe\u5230\u5176\u4ed6\u516c\u53f810\u5e74\u589e\u957f\u7684\u7ed3\u679c\u3002<\/p>\n\n\n\n<p>\u4e0b\u56fe\u662f\u5e74\u5ea6\u8425\u6536\u4ece1\u767e\u4e07\u52301\u4ebf\u7f8e\u91d1\u7684SaaS\u516c\u53f8\u7684\u4e1a\u7ee9\u589e\u957f\u66f2\u7ebf\u3002\u53ef\u4ee5\u770b\u5230PLG\u5178\u578b\u7684Slack\u77ed\u77ed\u4e24\u5e74\u5c31\u5b9e\u73b0\u4e86\u5e74\u5ea6\u8425\u6536\u8fc71\u4ebf\u7f8e\u91d1\uff0c\u800cshopify\u7528\u4e867\u5e74\u8425\u6536\u78341\u4ebf\u7f8e\u91d1\uff1bBlackline\u5219\u7528\u4e8614\u5e74\u5b9e\u73b01\u4ebf\u7f8e\u91d1\u8425\u6536\uff1bSlack\u4ec5\u7528\u4e862\u5e74\u4fbf\u5b9e\u73b0\u4e86\u5176\u4ed6ToB\u4f01\u4e1a6\uff5e10\u5e74\u7684\u589e\u957f\u6210\u679c\u3002<\/p>\n\n\n\n<p>PLG\u6a21\u5f0f\u7684SaaS\u516c\u53f8\u53d1\u5c55\u5f88\u5feb\uff0c\u5e02\u573a\u89c4\u6a21\u4ece2015\u5e74\u7684170\u4ebf\u7f8e\u91d1\u589e\u957f\u52302020\u5e74\u76846870\u4ebf\u7f8e\u91d1\u3002\u4e0b\u56fe\u662f2012-2020\u5e74\uff0cPLG\u6a21\u5f0f\u7684\u4f01\u4e1a\u7684\u589e\u957f\u56fe\u3002\u4ece\u56fe\u4e2d\u53ef\u4ee5\u770b\u51fa\u4ece2018\u5e74\u5f00\u59cbPLG\u6a21\u5f0f\u7684SaaS\u4f01\u4e1a\u8fc5\u901f\u589e\u52a0\uff0c\u6838\u5fc3\u539f\u56e0\u662f\u4e91\u5e94\u7528\u7684\u9ad8\u901f\u53d1\u5c55\u5e26\u52a8\u57fa\u4e8e\u4e91\u7684SaaS\u4f01\u4e1a\u7206\u53d1\u5f0f\u589e\u957f\u3002<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"554\" height=\"310\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/04\/image-264.png\" alt=\"\" class=\"wp-image-66179\"\/><figcaption>PLG\u6a21\u5f0f\u7684\u4f01\u4e1a\u589e\u957f\u56fe<br>\u6765\u6e90: State of the Cloud 2021 Report<\/figcaption><\/figure><\/div>\n\n\n\n<p>PLG\u7684\u5b9a\u4e49<\/p>\n\n\n\n<p>PLG\u6982\u5ff5\u6e90\u4e8e\u7f8e\u56fd\uff0c\u54b1\u4eec\u5c31\u4e00\u8d77\u770b\u770b\u539f\u59cb\u7248\u7684\u5b9a\u4e49\uff1a<\/p>\n\n\n\n<p>Product-led growth is an end-user focus growth model that relies on the product itself as the primary driver of customer acquisition, conversion, and expansion.<\/p>\n\n\n\n<p>\u672c\u4e66PLG\u5b9a\u4e49<\/p>\n\n\n\n<p>PLG\u662f\u4f9d\u9760\u514d\u8d39\u597d\u7528\u7684SaaS\u4ea7\u54c1\uff0c\u51ed\u501f\u53e3\u7891\u5feb\u901f\u83b7\u53d6\u8d85\u4f53\u91cf\u7528\u6237\uff0c\u5b9e\u73b0\u5ba2\u83b7\u53d6\u3001\u7559\u5b58\u3001\u8f6c\u5316\u4ed8\u8d39\u7684\u589e\u957f\u6a21\u5f0f\u3002PLG\u589e\u957f\u66f2\u7ebf\u5c5e\u4e8e\u5178\u578b\u7684\u201cJ\u201d\u578b\u3002<\/p>\n\n\n\n<p>\u5982\u679c\u603b\u7ed3\u6210\u6781\u7b80\u7684\u4e09\u4e2a\u5173\u952e\u8bcd\uff0c\u90a3\u5c31\u662f\uff1a\u597d\u4ea7\u54c1\u3001\u53e3\u7891\u75c5\u6bd2\u5f0f\u3001J\u578b\u589e\u957f\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">PLG\u7684\u5178\u578bSaaS\u4f01\u4e1a<\/h2>\n\n\n\n<p>\u6839\u636e\u62a5\u9053\uff0c2020\u5e74\u5e95\uff0c\u7f8e\u56fd\u670921\u5bb6PLG\u7c7b\u578b\u7684SaaS\u516c\u53f8\u4e0a\u5e02\uff08IPO\uff09\u3002<\/p>\n\n\n\n<p>\u6211\u4eec\u4e00\u8d77\u770b\u770b\u56fd\u5185\u5916\u7b26\u5408PLG\u589e\u957f\u7b56\u7565\u7684\u5178\u578b\u4f01\u4e1a\u3002PLG\u7b56\u7565\u7684\u4ea7\u54c1\u4e3b\u8981\u662f\u534f\u540c\u5de5\u5177\u6216\u8005To B\u5f00\u5c55\u4e1a\u52a1\u7684\u652f\u6301\u6027\u5de5\u5177\u3002\u76f8\u6bd4\u5168\u7403\u7684\u6210\u719fPLG\u516c\u53f8\uff0c\u56fd\u5185\u672c\u571f\u5e02\u573a\u8fd8\u521a\u8d77\u6b65\uff0c\u4ecd\u6709\u5f88\u591a\u7a7a\u767d\u9886\u57df\u6709\u505aPLG\u578bSaaS\u54c1\u724c\u7684\u673a\u4f1a\u3002<\/p>\n\n\n\n<p>\u56fd\u5916\u7684\u5178\u578bPLG\u54c1\u724c\uff0c\u5982\u4e0b\u8868\u6240\u793a\uff1a<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"669\" height=\"141\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/04\/image-265.png\" alt=\"\" class=\"wp-image-66180\"\/><figcaption>\u56fd\u5916\u5178\u578b\u7684PLG\u4f01\u4e1a\u53ca\u4e3b\u8981\u529f\u80fd<\/figcaption><\/figure><\/div>\n\n\n\n<p>\u56fd\u5185\u7684\u5178\u578bPLG\u54c1\u724c\uff0c\u5982\u4e0b\u8868\u6240\u793a\uff1a<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"672\" height=\"81\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/04\/image-266.png\" alt=\"\" class=\"wp-image-66181\"\/><figcaption>\u56fd\u5916\u5178\u578b\u7684PLG\u4f01\u4e1a\u53ca\u4e3b\u8981\u529f\u80fd<\/figcaption><\/figure><\/div>\n\n\n\n<p>\u53ef\u4ee5\u4ece\u8868\u91cc\u770b\u5230\u56fd\u5185\u5916\u7684\u4e00\u4e9b\u77e5\u540dPLG\u4f01\u4e1a\u548c\u5bf9\u5e94\u4ea7\u54c1\u7684\u529f\u80fd\u3002\u5176\u4e2d\u5c31\u6709PLG\u754c\u7684\u4f20\u5947\u516c\u53f8Slack\uff0c\u662f\u81f3\u4eca\u4e3a\u6b62\u589e\u957f\u8bb0\u5f55\u7684\u4fdd\u6301\u8005\uff0cSlack\u662f\u4e00\u6b3e\u5185\u90e8\u534f\u540c\u7684SaaS\uff0c\u8ddf\u56fd\u5185\u7684\u9489\u9489\u3001\u98de\u4e66\u662f\u540c\u4e00\u7c7b\u7684\u534f\u540c\u529e\u516c\u5de5\u5177\u3002\u4f46\u662fSlack\u7684\u589e\u957f\u4f20\u5947\uff0c\u81f3\u4eca\u8fd8\u672a\u6709\u516c\u53f8\u53ef\u4ee5\u8d85\u8d8a\uff0c\u4e0b\u56fe\u662fSlack\u7684\u589e\u957f\u91cc\u7a0b\u7891\u3002<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"480\" height=\"270\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/04\/image-267.png\" alt=\"\" class=\"wp-image-66182\"\/><figcaption>Slack\u7684\u589e\u957f\u91cc\u7a0b\u7891<\/figcaption><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">SLG\u4e0ePLG\u7684\u5bf9\u6bd4<\/h2>\n\n\n\n<p>\u73b0\u5728\u5927\u90e8\u5206\u4e2d\u56fd\u7684SaaS\u516c\u53f8\u6267\u884c\u7684\u662f\u9500\u552e\u9a71\u52a8\u589e\u957f\uff08Sales-led Growth\uff0cSLG)\u3002\u901a\u5e38\u8981\u7ec4\u5efa\u9887\u5177\u89c4\u6a21\u7684\u9500\u552e\u56e2\u961f\uff0c\u901a\u8fc7\u7ebf\u4e0b\u8ddf\u5ba2\u6237\u8fdb\u884c\u6c9f\u901a\u3001\u6f14\u793a\u3001\u4e0e\u4f01\u4e1a\u7684\u4e0d\u540c\u51b3\u7b56\u8005\u8fdb\u884c\u4ef7\u503c\u4f20\u9012\uff0c\u6700\u540e\u5f62\u6210\u91c7\u8d2d\u3002\u4e0b\u8868\u662fSLG\u548cPLG\u7684\u5bf9\u6bd4\u3002<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"518\" height=\"427\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/04\/image-268.png\" alt=\"\" class=\"wp-image-66183\"\/><figcaption>SLG\u4e0ePLG\u7684\u5bf9\u6bd4<\/figcaption><\/figure><\/div>\n\n\n\n<p>PLG\u6a21\u5f0f\u7a81\u51fa\u7684\u4e00\u70b9\u5c31\u662f\u5e02\u573a\u8425\u9500\u8d39\u7528\u76f8\u6bd4\u4f20\u7edf\u9500\u552e\u6a21\u5f0f\u4f4e\u5f88\u591a\u3002\u4e0b\u56fe\u662fTo B\u516c\u53f8\u8425\u9500\u6210\u672c\u5360\u6536\u5165\u7684\u6bd4\u4f8b\uff0cAtlassian\u662fPLG\u7684\u9f3b\u7956\u4f01\u4e1a\uff0c\u76ee\u524d\u5df2\u7ecf\u8fdb\u5165\u589e\u957f\u7a33\u5b9a\u671f\uff1b\u4ece\u5c0f\u578b\u5ba2\u6237\u6162\u6162\u8d70\u5411\u5927\u578b\u4f01\u4e1a\u7ea7\u5ba2\u6237\uff0c\u56e0\u6b64\u5728\u54c1\u724c\u548c\u8425\u9500\u4e0a\u4f1a\u6709\u76f8\u5e94\u7684\u82b1\u8d39\u3002\u8ddf\u4f20\u7edfSLG\u7684\u5947\u7279\u76f8\u6bd4\uff0cAtlassian\u7684\u8425\u9500\u6210\u672c\u4ec5\u5360\u8425\u6536\u768419%\uff1b\u76f8\u6bd4\u5927\u5bb6\u719f\u6089\u7684SaaS\u754c\u7684\u4e07\u4ebf\u4f01\u4e1aSalesforce\uff0c\u8425\u9500\u6210\u672c\u5360\u4e86\u8425\u6536\u768449%\uff1b\u800cBox\u8fd9\u6837\u7684\u4f20\u7edfTo 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class=\"wp-block-heading\">\u5e76\u4e0d\u662f\u6240\u6709SaaS\u90fd\u80fd\u91c7\u7528PLG\uff0c3F\u786e\u8ba4\u539f\u5219<\/h2>\n\n\n\n<p>\u5f53\u7136\uff0c\u5e76\u4e0d\u662f\u6240\u6709\u7684SaaS\u90fd\u80fd\u91c7\u7528PLG\u7b56\u7565\uff0c\u56e0\u6b64\u53ef\u4ee5\u75283F\u786e\u8ba4\u539f\u5219\u6765\u8bc4\u4f30\u4e00\u4e2aSaaS\u4ea7\u54c1\u80fd\u5426\u4f7f\u7528PLG\u7b56\u7565\u505a\u589e\u957f\u3002<br>3F\u662f\u6700\u5c0f\u4e1a\u52a1\u529f\u80fd\u95ed\u73af\uff08function\uff09\u3001\u9ad8\u9891(frequency)\u3001\u514d\u8d39(free)\u3002<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"342\" height=\"301\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/04\/image-270.png\" alt=\"\" class=\"wp-image-66185\"\/><figcaption>3F\u786e\u8ba4\u539f\u5219<\/figcaption><\/figure><\/div>\n\n\n\n<p>Function\u529f\u80fd<\/p>\n\n\n\n<p>\u9996\u5148\u8fd9\u6b3eSaaS\u5fc5\u987b\u5177\u5907\u4e00\u4e2a\u5b8c\u6574\u7684\u4e1a\u52a1\u529f\u80fd\uff0c\u80fd\u591f\u89e3\u51b3\u7528\u6237\u67d0\u4e00\u7c7b\u7684\u95ee\u9898\uff1b\u5982\u679c\u5e94\u7528\u573a\u666f\u662f\u591a\u4eba\u4ea4\u4e92\u7684\u90a3\u5c31\u66f4\u597d\uff0c\u56e0\u4e3a\u4ea7\u54c1\u672c\u8eab\u5c5e\u6027\u5c31\u6709\u88c2\u53d8\u6027\u3002\u6bd4\u5982\u5f00\u4f1a\u5de5\u5177\uff0c\u5f00\u4f1a\u9700\u8981\u5f88\u591a\u4eba\u53c2\u4e0e\uff0c\u4e00\u4e2a\u4eba\u4f7f\u7528\u4f60\u4ea7\u54c1\u7684\u540c\u65f6\u5c31\u4f1a\u5e26\u5165\u53e6\u5916\u51e0\u4e2a\u65b0\u7528\u6237\u5373\u523b\u4f53\u9a8c\uff1b\u8fd8\u6709\u534f\u540c\u529e\u516c\u5de5\u5177\uff0c\u57f9\u8bad\u5de5\u5177\u7b49\u3002<\/p>\n\n\n\n<p>\u5927\u5bb6\u8981\u7279\u522b\u6ce8\u610f\u4e00\u70b9\uff0cPLG\u9002\u5408\u652f\u6301\u6027\u7684\u5de5\u5177\uff0c\u6bd4\u5982\u4f1a\u8bae\uff0c\u5de5\u4f5c\u534f\u540c\uff0c\u57f9\u8bad\u7b49\uff1b\u5982\u679c\u8be5SaaS\u5df2\u7ecf\u8fdb\u5165\u5ba2\u6237\u7684\u6838\u5fc3\u4e1a\u52a1\u6d41\uff0c\u90a3\u4e48\u51b3\u7b56\u94fe\u548c\u51b3\u7b56\u5468\u671f\u4e00\u5b9a\u77ed\u4e0d\u4e86\uff0c\u5728\u76ee\u524d\u548c\u672a\u67655-10\u5e74\u7684\u4e2d\u56fd\u5e02\u573a\uff0c\u662f\u4e0d\u53ef\u80fd\u6709\u5b9e\u8d28\u6539\u53d8\u7684\uff0c\u8fd9\u7c7bSaaS\u4e0d\u9002\u5408PLG\u6a21\u5f0f\u3002<br>Frequency\u9ad8\u9891<\/p>\n\n\n\n<p>\u53e3\u7891\u4f20\u64ad\u7684\u5c5e\u6027\u662f\u5feb\uff0c\u53ea\u6709\u7ecf\u5e38\u4f7f\u7528\u7684\u5de5\u5177\u624d\u5177\u5907\u8fd9\u4e2a\u524d\u63d0\u3002\u6700\u597d\u662f\u6bcf\u5929\u90fd\u4f7f\u7528\u7684\u5de5\u5177\u3002\u9ad8\u9891\u8fd8\u6709\u4e2a\u9690\u5f62\u7684\u524d\u63d0\u5c31\u662f\u5ba2\u6237\u4ece\u542c\u8bf4\u5230\u4f7f\u7528\u5fc5\u987b\u662f\u5f88\u77ed\u7684\u5468\u671f\uff0c1\u5206\u949f\u523048\u5c0f\u65f6\u3002\u5982\u679c\u5ba2\u6237\u8981\u5f88\u957f\u7684\u51b3\u7b56\u94fe\u51b3\u7b56\u5468\u671f\u624d\u80fd\u8bd5\u7528\uff0c\u90a3\u4e48\u8fd9\u6837\u7684\u4ea7\u54c1\u4e0d\u5177\u5907PLG\u7684\u524d\u63d0\u3002<\/p>\n\n\n\n<p>Free\u514d\u8d39<\/p>\n\n\n\n<p>PLG\u9700\u8981\u5ba2\u6237\u4f53\u9a8c0\u95e8\u69db\uff0c\u6240\u4ee5\u4e0a\u5e02\u7684\u4ea7\u54c1\u5fc5\u987b\u662f\u514d\u8d39\u7248\u3002\u5f53\u7136\uff0c\u540e\u7eed\u5f85\u4ea7\u54c1\u589e\u957f\u98de\u8f6e\u542f\u52a8\u540e\uff0c\u4e0a\u7ebf\u6536\u8d39\u7248\u672c\uff0c\u5b9e\u73b0\u76c8\u5229\u3002<\/p>\n\n\n\n<p>\u8fd9\u4e09\u4e2a\u539f\u5219\u53ef\u4ee5\u7528\u6765\u81ea\u67e5SaaS\u4ea7\u54c1\u662f\u5426\u7b26\u5408PLG\uff0c\u662f\u5426\u80fd\u501f\u7528PLG\u5b9e\u73b0\u4e00\u8f6e\u5de8\u91cf\u5ba2\u6237\u7684\u5feb\u901fGo-to-Market\u7684\u6210\u529f\u3002<\/p>\n\n\n\n<h2 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