For product-led companies focused on SMB and mid-market, a standard growth opportunity is to stretch their business upmarket.

Often companies with a low touch go-to-market are faced with the question of layering on a higher touch business to go after more advanced customers or lose those customers to competitors.

In this episode, we talk to Hana Abaza about her experience in marketing ShopifyPlus to a new audience segment. We touch on her marketing plan, tactics and the role of product marketing.