Acquisition and activation are one system
PLG companies often grow signups while revenue stalls, because acquisition is optimised for volume and the product is expected to do the rest. But different channels bring very different users: some activate and upgrade at high rates; others sign up and vanish.
We connect product data to marketing so every channel is judged on activation and conversion to paid. Search pages are built around the specific jobs your product does. Paid campaigns optimise on activated users, not signups. Lifecycle email picks up where acquisition ends. And product-qualified leads are routed to sales when an account shows buying signals.
What we focus on
Programmatic SEO
Templates, integrations, use cases and examples built at scale with genuinely useful content.
Free tools and templates
Linkable, rankable tools that introduce users to your product.
Activation-based bidding
Product events sent to ad platforms so they find users who activate.
Onboarding email
Behaviour-triggered sequences toward your activation moment. See lifecycle.
Pricing and upgrade CRO
Plan pages and in-app upgrade paths tested for conversion.
Product-qualified leads
Signals that route high-potential accounts to sales.
The PLG metrics we report
| Metric | What it tells you |
|---|---|
| Signups by channel | Volume, the least useful number on its own |
| Activation rate by channel | Which channels bring users who reach real value |
| Free-to-paid conversion | Whether activation turns into revenue |
| Time to activation | How quickly users reach value, and where they stall |
| Product-qualified accounts | Teams showing buying signals for sales follow-up |
| CAC payback by channel | Which channels deserve more budget |
An example from a product-led company
Channel-level activation data often reverses budget decisions.
- Pattern
- Social ads produce the cheapest signups, but few activate. Template pages from search cost more per signup but activate and convert at several times the rate.
- Change
- Optimise social campaigns on activation events, expand the template library, and cut the lowest-quality ad audiences.
- Measure
- Cost per activated user and per paying customer, by channel.
Programmatic SEO done properly
Programmatic pages, such as one page per integration, template, use case or example, can be one of the most powerful channels for product-led companies. They can also produce thousands of thin pages that search engines ignore.
We only build templates where each page can be genuinely useful: real data, real examples and something a visitor can act on. We launch in batches, check indexing and engagement, and improve the template before scaling. Pages that do not earn their place are consolidated or removed.
Common questions
Is programmatic SEO risky?
Only when it produces thin, near-duplicate pages. We build templates around real data and unique value per page, and launch in batches so quality can be checked before scaling.
Do we need product analytics in place?
It helps a great deal. If key events are not tracked yet, defining and instrumenting them is one of the first things we do with your team.
How do PQLs work with sales?
We agree the signals that indicate buying intent, such as team size, usage and pricing page visits, and route those accounts to sales in your CRM.
Find out where your next 100 customers come from
Start with a growth audit. We review your tracking, search, paid accounts and funnel, and hand you a 90-day plan ranked by expected pipeline. Use it with us or without us.