Product-led growth companies can have more in their artillery than just referral systems, word of mouth, and other typical acquisition channels like inbound or outbound.
Find the natural interactions between your customers and your potential customers, own that experience, and optimise it so that you get more customers through the door by simply having them interact with your product.
In Holded's case, our ERP customers send sales quotes, invoices, and purchase orders to other businesses that could be our customers too. We own the experience of sending and receiving these documents, and we are optimising that "real estate" to get new customers.
At Typeform, our survey, quizzes and forms creators were spreading typeforms to millions of respondents, giving us relevant exposure to potential customers.
At TradeGecko we created a second product for B2B e-commerce so we can own the "real estate" where our inventory management system customers would interact with other potential customers for us: their suppliers and vendors.
In this talk I am going to cover how to turn business interactions via your product into a working acquisition model and your customers into multipliers. This is relevant for different stages in the life of the business - from early days and all the way to scale-up.