The PLG List
Benchmark product-led growth companies, find PLG role models, and analyze trends.
500+ product-led growth companies.
18 fields to slice and sort data.
1 curated spreadsheet.
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This community-driven research is curated by PeerSignal.org, powered by you.
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Methodology / About This Dataset
Hi, 👋 I'm Adam. I'm going to write this section in the first person because I did a lot of manual curation to make this dataset as accurate as possible.
TL;DR: If you see any errors, please ask me to fix them!
If you have any philosophical disagreements about what is or isn't PLG, I'd love to hear those too. I'm here to learn.
I started PeerSignal.org to help marketing and sales practitioners come to work smarter. Instead of expensive Gartner reports from "experts," it's community-driven research. To make it work, I try to be transparent about the methods and inputs.
So here's my best shot at explaining it how this dataset was curated...
1.) Finding PLG Companies
It's not always easy to answer "is this company PLG?"
For the purpose of this dataset, I was looking to aggregate companies that use product-led growth as their primary go-to-market motion. At scale, most companies run multiple motions. So there are few "pure plays" outside of the early stage. That said, if the company's go-to-market is heavily configured toward a sales-led motion, and they happen to have 1 PM building a small PLG motion, I didn't include them in this dataset.
I relied on a few methods to surfaces these companies:
- I asked the community to identify and share PLG role models.
- I scoured the internet for case studies, reports, blog posts, and other listicles that talked about product-led growth and highlighted examples.
- I searched for companies that posted jobs with "product-led growth" in the JD.
The initial list turned up 500+ and then I filtered down based on source, industry, company description, and manual sanity checks of their websites.
Along with a researcher, I manually reviewed most rows to see if the company truly puts the product in front of other engagement methods. Did they have a free plan? Did they have Chrome extension or mobile app? Do they have open source projects? Community editions? Together, those questions helped filter the list.
In general I put more trust in community submissions over automated methods. i.e. If the community submitted a company it was PLG under proven guilty. If I found it via automation, then it was guilty until proven PLG. 👨⚖️
3.) Handling Conglomerates
Adobe, Microsoft, Amazon, Salesforce, and many big tech conglomerates have product-led business units. It was rarely possible to get data on a specific business unit. When it was possible to analyze a business unit separately, I included them in the list. Otherwise, I excluded conglomerates to avoid skewing the data. For example:
- Adobe Echosign is not included. It doesn't have a stand-alone website or employee counts.
- Cisco Webex is included. It has a stand-along website and employee counts are segmented.
Because of this dynamic the dataset is more skewed toward startups and growth stage companies. The PeerSignal.org community is focused on startup marketing & sales practitioners, so I was ok to draw conclusions without completely representing conglomerates
4.) Handing Very Early Stage Companies
There are 57 companies on the list with less than 30 employees. It's clearly the least represented group. The problem is simple — they are harder to find. In addition, when they are known, data is limited for these companies. They don't have a long operating history or enough employees to segment across functions. For cases where data is not available, you will see blank fields.
Good news: 2021 has brought an influx of new PLG companies — as these players emerge from the betas and EAPs, I hope to expand the list quickly.
5.) Not Intended as a Complete List
There are far more than 394 PLG companies in the world. This is a starting point for learning, not a complete list. That said, as you look around the internet for similar resource you will find that:
- This is the largest list of PLG companies compiled so far.
- This covers a broad set of companies across stages and categories.
- It's not just a logo slide — it's a full spreadsheet.
As the PeerSignal.org community contributes more companies, I expect this dataset to grow quickly. As the community adds more companies, I will also look to expand horizontally — more fields, more dimensions for analysis, and more depth.
If you made it this far, thanks for reading! Email me with questions or feedback - firstname.lastname@example.org