Tech scaleups are constantly searching for ways to stand out, accelerate growth, and build customer loyalty. One strategy that has long been a game-changer for SaaS companies is product-led marketing — but what if this approach could work beyond SaaS?

In a recent episode of Wisdom From Wizards, brought to you by Caribou Strategic, I spoke with Stefanie Amini, co-founder of Gossip Media, about how product-led marketing is making waves across industries like real estate, e-commerce, and more.

What Is Product-Led Marketing?

Product-led marketing is all about letting the product itself drive customer acquisition, engagement, and retention. SaaS companies have mastered this by offering free trials, freemium models, and self-serve onboarding to hook users before they commit to a paid plan. But as Stefanie points out, this approach is not limited to SaaS.

Why It Works Beyond SaaS

Even in industries where free trials aren’t an option, companies can still leverage product-led marketing by:

• Creating an irresistible first experience — Whether it’s a virtual tour for a real estate listing or an interactive demo for an enterprise product, giving potential customers a hands-on feel of the value drives engagement.
• Building customer obsession — People buy what they love. Amini emphasizes the power of helping customers fall in love with your product before they fully commit.
• Enhancing the buyer journey — Instead of forcing prospects through a long sales cycle, scaleups can simplify decision-making by offering direct product experiences.

How Tech Scaleups Can Implement Product-Led Strategies

Here are a few ways tech scaleups can adopt product-led marketing, even outside of SaaS:

• Interactive Demos & Freemium Models: If you can’t offer a free trial, an interactive walkthrough or limited-access freemium experience can still showcase your product’s strengths.
• Customer-Led Storytelling: Highlight real-world customer experiences and how they fell in love with your product before purchasing.
• Community-Driven Growth: Build a strong user community around your product where potential customers can see its value in action before making a commitment.

The Takeaway

Product-led marketing isn’t just a SaaS growth hack — it’s a mindset shift that any business can adopt. By allowing customers to experience value upfront, you can create a stronger, more loyal customer base while reducing friction in the sales process.

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