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Figma + template libraries

over 1 year ago 2 mins read
Adam Schoenfeld
Adam Schoenfeld

*Thank you for being here and supporting PeerSignal research!

Welcome back to my almost-weekly newsletter with data and examples to help you study sales and marketing from PLG to B2B to ICP.* πŸ€“

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Figma's $20B exit gives us a lot to study.

Let's start with template libraries -- a growth strategy that shows up at Figma, Miro, 23% of our PLG List, and 7 out of the 10 fastest growing SaaS apps this year.

​Summary deck here.​

​Camille's deep dive here.​

It's not a PLG-exclusive playbook, but it's a natural fit with product-led and community-led mindsets.

Figma's fantastic template strategy checks all the boxes:

* βœ… Distribution

* βœ… Product Adoption

* βœ… Community & Partner Engagement

* βœ… Creator Economy

In our framework, they have reached the top rung.

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If we zoom out from Figma, we found templates on many PLG company websites.

And it’s not just for late stage -- 20% of PLG companies with less than 100 employees use template strategies.

This strategy is particularly attractive for horizontal products that want to drive adoption for specific personas and use cases.

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We found templates on ~10% of the other B2B companies in our index, including Mutiny, Gong, Lattice, and Postscript.

This is another example of a strategy that can move traditional B2B companies into PLG-like territory. i.e.

The principles can be applied to many go-to-market models.

If you want to dig into more examples, check out The PLG List and filter the "Content & Community" field for Templates.

That will show you all the companies where we found links & CTAs to template libraries on their website.

*What caught your eye in Figma's sales & marketing?*

I read all replies.

Best,

Adam