Mastering Product-Led Growth in B2B SaaS with Todd Birzer

In this episode of Process Unpacked, host Amir Khorram sits down with Todd Birzer, Principal Consultant at Kevolve Product Management and author of The 3 Minute Product Manager. With over 25 years of experience leading and coaching product teams, Todd shares his deep insights into Product-Led Growth (PLG) and how it’s transforming the B2B SaaS landscape.

Todd breaks down the fundamentals of PLG, exploring why it’s become a disruptive force in industries traditionally dominated by sales-led strategies. He highlights the importance of understanding customer behavior through both qualitative and quantitative data, as well as the critical role onboarding plays in guiding users to value quickly. Drawing from real-world examples, Todd illustrates how companies like DocuSign and HubSpot have successfully adopted PLG to scale faster and stay competitive.

The conversation also delves into challenges such as cross-functional alignment and prioritizing PLG initiatives. Todd offers actionable advice for product managers navigating these transitions and preparing for the future of PLG.

00:00 Intro
01:00 Meet Todd Birzer
02:30 What is PLG?
06:00 PLG vs. Sales-Led Growth
10:30 Why PLG is Growing
13:45 Challenges in PLG
17:00 Aligning Teams for PLG
19:30 Prioritizing PLG Initiatives
21:00 Key PLG Metrics
25:00 Onboarding for PLG
27:30 Automation & Playbooks
31:00 Testing & Validation