Product-Led Growth Model: Best Practices, Metrics

Asana is a web and mobile application designed to help teams organize, track, and manage their work. Thanks to their product-led play, getting started with Asana is straightforward. Users can sign up quickly, individually or as a team, and begin organizing tasks immediately.

Once onboard, Asana ensures teams remain engaged via a user-friendly dashboard that enables individual users to track progress on their assigned tasks and get real-time updates as action items progress through the pipeline. Finally, as teams grow accustomed to Asana’s features, they are more likely to explore its premium offerings such as advanced reporting, workload management, and integrations with other tools that become essential for scaling operations, only this time, they have enough hands-on experience using Asana to upgrade without much doubt.

Zoom is a cloud-based video conferencing platform that enables remote communication, collaboration, and online meetings. It has gained widespread popularity for its ease of use, reliability, and comprehensive feature set, particularly in the context of remote work and virtual interactions.

Now, while Zoom sells into the enterprise, its major selling point is that its product is extremely easy to use: Zoom’s user-friendly onboarding process ensures that new users can start hosting or joining meetings with minimal effort. The simplicity of setting up accounts and scheduling meetings encourages widespread adoption.

And, at the onboarding and adoption stage, Zoom makes it obvious that the platform offers more than just meetings: it positions itself as a virtual experience platform for anything from 1:1 consulting sessions to large-scale conferences with hundreds of attendees.

Zoom’s freemium model entices users with basic, ready-to-go features that draw users in, and by the time they’re considering a premium plan with additional perks like extended meeting durations, cloud storage, and administrative controls, the product has grown on them.

The key to Zoom’s strategy is to give users simple, reliable video conferencing that just works, let them use it enough to build a dependence on it until they finally discover the premium limits (possibly) months later and wonder, “Why not?” Then individual users can introduce Zoom into the companies where they’re decision makers maintaining that cycle of virality that repeats whenever a user tries out Zoom for the first time.

Calendly simplifies scheduling, eliminating the back-and-forth of finding suitable meeting times. Simply copy/paste a link to your calendar and whoever you’re sending it to can find a time slot that works for them. Best of all, Calendly is absolutely free to start using which eliminates friction and by the time users encounter the freemium tier’s limits, they’re already getting enough value that paying $10/month doesn’t seem like much.

Most new users discover Calendly when a colleague sends them a link to book a meeting: you click through and within a few seconds you can find a free time slot that works for you. And there’s a subtle invitation to try out Calendly yourself. In this case, the product sells itself and every time a user shares a Calendly link, it invites whoever’s on the receiving end to try it for free, untangle their meeting bookings, and save the time they’d have spent going back-and-forth, for free.