Leveraging Product-led Growth and Unconventional Marketing Strategies for Success


Hatched by Glasp

Sep 23, 2023

4 min read


Leveraging Product-led Growth and Unconventional Marketing Strategies for Success


In today's competitive business landscape, companies are constantly seeking innovative strategies to attract and retain customers. Two examples of such strategies are product-led growth (PLG) and unconventional marketing tactics. This article explores how companies like Loom and chef Davide Cerretini have utilized these approaches to achieve remarkable success.

Product-led Growth: Loom's Billion-Dollar Playbook

Wes Bush, in his book on PLG, defines it as a business strategy that relies on using the product itself as the main vehicle to acquire, activate, and retain customers. Loom, a video communication tool, used the PLG strategy to attract and convert an impressive 14 million users at 200,000 organizations. By allowing prospects to experience the product before committing, Loom achieved viral success.

One of the key principles of a successful PLG strategy is fast or instant time to value. Loom ensured this by building a product that performed exceptionally well, generating thousands of signups within weeks of its launch. However, gaining initial trust alone is not enough to generate buzz and loyalty. Loom recognized the importance of showing customers how much they care about their needs.

To achieve this, Loom focused on addressing user needs rather than simply modeling competitors while building and shipping features. They implemented features like notifying users when someone watches their video, which created an "AHA moment" for users. Additionally, Loom actively involved users in the development process by providing transparent updates on feature requests. This approach not only made users feel included but also showcased Loom's dedication to incorporating user feedback.

Expanding Market Reach: Loom's GTM Strategy

Loom's go-to-market (GTM) strategy revolved around launching their existing product in a relatively new market - business and enterprise teams. This approach, similar to Slack's successful strategy, allowed Loom to leverage its product's strengths in a niche market.

One notable aspect of Loom's GTM strategy is their use of dedicated landing pages for each use case. This approach showcases the various ways customers can solve their problems with Loom, effectively addressing different customer needs. Loom's ability to adapt its landing pages based on incoming keywords is reminiscent of Jeff's SEO article, which emphasizes the importance of optimizing landing pages for specific search intents.

Moreover, Loom can create targeted content around relevant keywords, establishing itself as a go-to resource hub for remote and hybrid work video communication. By blending thought leadership, SEO-focused articles, and case studies, Loom can position itself as an authority in the field, attracting and retaining customers.

Unconventional Marketing: The Power of 1-star Yelp Reviews

In 2014, chef Davide Cerretini took an unconventional approach to marketing his restaurant. He advertised a special deal that would change his fate - anyone who left a 1-star review on Yelp would receive a 25% discount on a pizza. This bold move garnered significant attention and ultimately led to increased foot traffic to his restaurant.

Cerretini's strategy was a testament to the power of unconventional marketing. By embracing negative reviews and turning them into an opportunity, he created buzz and intrigue around his restaurant. This unique tactic challenged the traditional notion of relying solely on positive reviews and demonstrated the ability to generate interest through controversy.

Actionable Advice:

  • 1. Embrace product-led growth: Consider implementing a PLG strategy that allows prospects to experience your product before committing. Focus on fast or instant time to value to gain initial trust and generate buzz.
  • 2. Personalize landing pages: Develop dedicated landing pages for different use cases to showcase the versatility of your product. Adapt the content based on incoming keywords to optimize for specific search intents.
  • 3. Embrace unconventional marketing: Don't be afraid to think outside the box and experiment with unconventional marketing tactics. Embrace negative feedback and turn it into an opportunity to generate interest and intrigue.


Through the success stories of Loom and chef Davide Cerretini, we see the power of leveraging product-led growth and unconventional marketing strategies. By prioritizing customer needs, adapting to new markets, and embracing unique marketing tactics, companies can achieve remarkable success. Incorporating these strategies and taking actionable steps can help businesses thrive in today's competitive landscape.

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