Product-Led Growth in New Markets

For most B2B scale-ups, Product-Led Growth (PLG)—where the product drives acquisition, retention, and expansion—is the goal when building a go-to-market motion.

But the reality? Few actually pull it off.

What We’ve Seen with PLG Clients

We’ve worked with several enterprise clients who built successful PLG motions in Europe and later set their sights on scaling into Asia Pacific. Early signs have been encouraging, with strong interest and plenty of prospects entering the funnel. But when it comes to conversion, the pace slows.

These clients typically generate top-of-funnel interest around 30% faster than their Sales-Led Growth (SLG) counterparts. Prospects in Asia are curious. They want to explore the product, understand how it works, and learn more.

But as the sales process begins, both PLG and SLG companies follow a similar path. Conversion rates through the funnel level out, especially for enterprise SaaS. The decision-making process is just as lengthy and involves just as many stakeholders.

In markets like Asia and the Middle East, closing a deal often depends on securing leadership buy-in. It’s not enough to win over users. You also need to convince senior decision-makers who may never interact with the product directly. Even in Europe’s DACH region, what seems like early traction can stall at procurement or legal review. A product tour or onboarding email alone won’t solve that.

The number of decision-makers remains the same. The length of the sales cycle remains the same.

Back to Day Zero

What’s helped our PLG clients succeed is approaching each new market with a Day Zero mindset. Past wins and success stories don’t automatically translate. Local logos and proof points do.

The lesson? In new regions, SLG helps win those first 15 to 20 enterprise customers. Once that foundation is in place, the PLG motion can gradually take root.