In this episode, Wes Bush, founder and CEO of ProductLed, joins the Passetto team to discuss the critical shifts SaaS companies must make to win with product-led growth (PLG). Wes breaks down the misconceptions around PLG, why so many companies fail at it, and the 9 components needed to build a scalable PLG motion.

We unpack what it takes to move beyond surface-level PLG and into a strategy that actually drives conversion, retention, and revenue. From onboarding mistakes to pricing psychology and team alignment, Wes brings a tactical, no-fluff approach to adopting PLG the right way.

Key Takeaways:

[00:03:19] Why most SaaS free trials fail with <1% conversion

[00:06:31] Wes’s viral freemium product and the lesson on time-to-value

[00:18:06] The 9 levers that drive a successful PLG motion

[00:11:31] Why PLG isn’t just “slapping on” a free trial

[00:21:02] How to fix retention issues before adding PLG

[00:25:08] What to do when your product is high-priced ($5K–$10K)

[00:26:40] When to bring in sales or support in a self-serve journey

[00:38:00] The 5 signs your company is (or isn’t) ready for PLG

[00:44:06] Early indicators your PLG motion is working

Links:

Carolyn Dilks LinkedIn

Trevor Gibson LinkedIn

Passetto

Get the ProductLed Playbook here

In this episode, Wes Bush interviews Adam Robinson, founder of RB2B, about how they built a $5M ARR business in just 13 months. Adam reveals their approach to product development, founder-led marketing, and staying lean while competing in a new category they created.

We explore the counterintuitive strategies that allowed RB2B to find rapid success by identifying website visitors at the individual level.

Key Takeaways:

[00:01:13] RB2B's journey to $5M ARR with just 5 team members

[00:03:30] How Adam's previous business getting stuck at $3M ARR led to retention.com

[00:14:15] The viral LinkedIn content moment that sparked RB2B's creation

[00:18:37] RB2B's approach to product validation with 300+ discovery calls

[00:23:00] Creating a differentiated product with real-time website visitor identification

[00:26:40] Pricing challenges and the journey to finding the right model

[00:30:58] Creating massive awareness primarily through LinkedIn

[00:35:30] The four main product challenges and their plans to overcome them

In this episode, we explore how to craft an irresistible offer that significantly increases signups with the same amount of traffic. Companies with compelling offers convert at much higher rates by making their value proposition more attractive.

Key Takeaways:

[03:00] Why strategy is the foundation of a good offer

[00:04:06] Three major mistakes companies make with their offers

[05:50] Introduction to the five-star offer generator framework

[15:06] How to enhance your offer using exclusivity and bonuses

[18:37] The five key sections of an effective offer page

[32:04] Case study: How Promo Tix increased signups by 40% with their new offer

[32:28] Actionable takeaways 

In this episode, the host Wes Bush shares findings from analyzing 446 B2B SaaS companies, revealing how self-serve revenue is the key factor that separates top performers from the rest.

Companies with self-serve revenue outperform peers across all metrics and are nearly twice as likely to be profitable.

Key Takeaways:

[00:00:09] Introduction to self-serve revenue as the overlooked feature in B2B SaaS growth

[00:00:38] Performance metrics of companies with self-serve revenue

[00:01:44] Why self-serve revenue forces foundational business improvements

[00:03:10] Intentional free models lead to better conversion rates

[00:03:38] Time to value acts as a growth multiplier

[00:04:06] Recommendations for companies at $0-$100K in self-serve revenue

[00:05:00] Recommendations for companies at $100K-$500K

[00:05:42] Recommendations for companies at $500K-$4M

[00:06:50] Practical takeaways for all SaaS businesses

Get the 2025 State of B2B SaaS here.

Discover the secrets to building and scaling a bootstrapped product-led business to seven-figure success. Our guest is Elie Khoury, the founder and CEO of Woopra, a company specializing in customer journey and product analytics. 

Elie shares the nuances of when a product-led model makes sense (and when it doesn't), emphasizing the importance of swiftly establishing the perception of value. He also sheds light on AI's role in driving product-led growth strategies.

Key Takeaways:

[01:40] Strategic product-led evolution

[07:50] AI Integration for quick value

[15:00] AI as the next UI/UX iteration

[18:00] Data control and AI

[20:20] Reflecting on mistakes and learnings

[28:45] Future of AI and product-led businesses

About Elie Khoury:

Elie is a product-first CEO who believes innovation and user experience are, above all else, the keys to creating great companies. Sales, marketing, recruiting, and every other aspect of a company is meaningless without an exceptional product. He co-founded Woopra, Inc., which Appier acquired in 2022. 

Links: 

Elie Khoury | LinkedIn

In this episode of the ProductLed Podcast, we explore three battle-tested strategies that have helped generate over $1 billion in self-serve revenue. These insights come from analyzing 324+ companies and uncovering what truly drives product-led growth beyond surface-level tactics.

Today, we dive into the Bullseye Strategy, the Intentional Free Model, and the Bowling Alley Framework—proven methods to position your business as the obvious choice, create a high-converting free experience, and remove friction from onboarding. Using real-world examples like Tettra and Snappa, we break down how small but strategic shifts can lead to massive growth.

Key Highlights:

• 1:05 – Why most companies fail before they start
• 5:31 – How to design a free model that drives conversions
• 7:19 – Case study: Tettra’s switch to a freemium model
• 12:08 – The Bowling Alley Framework for frictionless onboarding
• 12:50 – Case study: Snappa's 20% boost in conversions
• 13:46 – How to streamline onboarding for faster user activation
• 16:30 – Final takeaways and next steps

📖 Read The Product Playbook – Step-by-step strategies for scaling self-serve revenue.

📩 Subscribe to the ProductLed Newsletter here.

In this limited series of the ProductLed Podcast, Wes Bush shares the contents of his new book—The Product-Led Playbook. Over the next three months, we’re releasing one chapter at a time, providing you with practical, no-nonsense guidance on how to build a multi-million-dollar product-led business with a lean team.

In today’s episode, Wes explores the critical decision-making process of what to give away versus what to monetize in a product-led business. He emphasizes that the most successful models are intentional and strategic. Using real-world examples like Tettra, Wes illustrates how a freemium model can unlock long-term user value and how offering limited free features can lead to higher retention and conversions. 

He dives into the different types of free models—such as freemium, opt-in, and usage-based trials—and provides actionable tips on finding the best fit for your business. He introduces the DEEP framework (Desirable, Effective, Efficient, Polished) to help businesses design a powerful free model that delivers tangible value upfront without overwhelming users. 

Key Highlights:

• 1:14: What makes an intentional free model
• 2:12: Case study: Tettra’s switch to freemium
• 3:17: Key benefits of the DEEP framework
• 6:40: How to build user trust with value
• 11:20: Practical steps to define your beginner level
• 22:05: The PCR test for finding solutions
• 32:06: Understanding opt-in and opt-out models

You can buy The Product-Led Playbook here.

Subscribe to ProductLed Newsletter here.

In this episode, Wes Bush interviews Marie Martens, co-founder of Tally, about how they built a $2M ARR business in the crowded form builder market. Marie reveals their strategic approach to pricing, product development, and building in public as a bootstrapped team competing against established players. We explore the counterintuitive strategies that allowed Tally to find success where others saw saturation.

Key Takeaways:

[00:00:09] Introduction to Tally and their journey to $2M ARR with just 5 team members [00:01:39] The initial insight: Forms were boring, expensive, and visually unappealing

[00:02:50] How Tally positioned as "the Notion of forms" with a new approach

[00:04:06] The evolution from lifestyle business ambitions to $10M ARR goals

[00:08:40] The three strategic moats: Free plan, pricing model, and simplicity

[00:18:37] Tally's approach to user feedback and product decisions

[00:20:04] The power of building in public

[00:26:24] Tally's future plans and focus on doing one thing exceptionally well

[00:32:37] How Marie and Filip manage their small team structure (5 full-time people) 

Links:

Marie Martens LinkedIn

https://tally.so/

In this episode, we explore the strategic reasons behind free AI tools and the fierce competition in the AI space. Wes reveals why companies are burning through billions to offer free access, explaining the brutal high-stakes war where only a few AI tools will ultimately survive. 

We break down the competitive flywheel driving the AI market and the six strategies AI companies will deploy in 2025 to secure market dominance.

Key Takeaways:

[00:00:10] Introduction to AI companies giving away tools for free

[00:00:33] The explanation: "This is a land grab" for future market dominance

[00:00:58] How the AI competitive flywheel works (users → data → improvements → stickiness) [00:01:21] ChatGPT's current market dominance (62.5% share, 300M weekly active users) [00:02:17] Three current strategies AI companies are using

[00:04:02] Six billion-dollar strategies AI companies will deploy in 2025

[00:11:50] Predictions for which AI tools will survive the competitive landscape

In this episode, Wes Bush shares his process for finding the #1 bottleneck holding your product-led business back from growth. He shares the six key metrics for product-led businesses, covering each stage of the customer lifecycle –from acquisition to monetization. 

Wes stresses simplifying data tracking to identify business bottlenecks effectively, and avoiding common mistakes like tracking too many metrics and lacking accountability. He shares insights from coaching sessions and real-world examples to illustrate these points, aiming to provide actionable takeaways for listeners.

Read the article here.

Key Takeaways

[5:10] Why it’s important to simplify data

[8:05] The most common mistakes product-led companies make with data.

[10:05] The only six key metrics you need to monitor.

[12:30] A deep dive into each of the six metrics.

[19:05] What you can expect once you’ve created your scorecard.

[2:00] Next steps to take action. 

About the ProductLed System™️

Stop guessing how to execute a product-led strategy. Instead, follow a proven system that dials in your focus to 2x your self-serve revenue in 12 months by focusing on the nine components that make up a product-led business.