AI and PLG are two of the most transformative forces in SaaS today and when combined, they can multiply growth faster than any traditional go-to-market model.

In this episode, Wes Bush sits down with Aakash Gupta, one of the leading voices in product and growth (and the creator of the largest newsletter in the space with 200,000+ subscribers), to explore how AI is revolutionizing every layer of product-led growth - from activation and onboarding to pricing and expansion.

They break down exactly how top SaaS companies are using AI to reduce time-to-value by 10x, build smarter pricing models, and even automate their internal processes using agents like Claude, NotebookLM, and Relay.

Whether you’re a founder, product manager, or growth operator, this episode is packed with real use cases, tools, and frameworks that will help you stay ahead of the curve in the AI + PLG era.

Key Highlights

02:15 – Top LLMs for product and growth teams

05:07 – Why every PLG practitioner should create a “copilot” inside Claude

07:29 – How AI projects can act as your chief of staff or people ops assistant

11:46 – Building AI executive assistants that replace (or supercharge) your EA

14:26 – Why marketers need to rethink their jobs in the age of AI automation

26:47 – The 10x practitioner mindset: how to become exponentially more effective

27:35 – AI-driven activation: how to reduce time-to-value by 90%

28:56 – Using AI evals and profiling questions to personalize onboarding

31:22 – Rethinking SaaS pricing for AI products

36:01 – How to design sustainable AI free tiers and reverse trials

41:08 – AI-assisted expansion and PQLs

Resources

🚀 Follow Aakash on LinkedIn - https://www.linkedin.com/in/aagupta/

📘 Get the ProductLed Playbook for free

🧠 Sign up for the ProductLed Newsletter

Most signup pages try to convince users with emotional imagery and persuasive copy. But what if the secret to higher conversions is actually showing people less—not more?

In this episode clip, Will Royal, founder and CEO of Promo Tix, reveals how one counterintuitive design change led to an 8% increase in signups. He shares the psychology behind "The Promised Land Effect" and explains why a blurred screenshot of your dashboard can outperform your best marketing copy.

This is just one tactic from the full conversation where Will shares three low-effort, high-impact strategies that helped grow Promo Tix to $25,000 in monthly recurring revenue.

Key Highlights:

• 01:19: What is the Promised Land Effect - showing a blurred dashboard beats emotional imagery
• 02:17: Testing 29,000 users led to an 8% conversion increase with just an image swap
• 02:53: Why conversion math matters (4% to 6% = 50% more revenue, not just 2%)
• 03:42: The psychology behind it - creating a curiosity gap that makes users feel "almost there"
• 06:27: Bonus win: Changing "Next" to "Finished" added another 1-2% conversion
• 07:17: Why micro-copy and small details often get overlooked but drive results

Resources

🎙️ Full Episode: Episode 266 - 3 Low-Effort, High-Impact Tactics That Took PromoTix to $25K MRR

📖 Read The Product-Led Playbook for free!

🧠 Sign up for the ProductLed Newsletter

Most businesses guard their intellectual property like it's Fort Knox. They lock their frameworks behind paywalls, gate their methodologies, and keep their best insights for paying clients only.

We're doing the exact opposite - and it's actually better for business.

In this episode, Wes reveals why ProductLed invested $150,000 to create The Product-Led Playbook and then decided to give it away completely free. He breaks down the counterintuitive business strategy behind democratizing product-led growth knowledge and why sharing your best IP actually attracts better clients.

Key Highlights:

• 01:04: Why all ProductLed books are free (and always have been)
• 02:09: Turning down publishers 
• 02:50: The $150,000 investment and 16 iterations it took
• 03:10: Why guarding knowledge is actually stupid for business
• 03:53: Democratizing PLG - it's a skill anyone can learn
• 04:39: How free content attracts doers who've already made hundreds of thousands
• 05:28: Using free books to align entire teams on PLG strategy
• 06:37: Why sharing makes onboarding company-wide adoption effortless
• 06:56: The long-term mission - making ProductLed the de facto SaaS scaling system
• 07:40: Why product-led companies can out-give anyone in their market
• 08:29: What's inside - the same frameworks clients pay $30K+/month for
• 08:51: The three core outcomes you'll unlock with the system
• 09:19: Testimonials from Nathan Barry, Esben (Userflow), and G (Empire)

Resources:

📖 Free ProductLed Playbook - https://productled.com/playbook?utm_source=podcast

🎯 Free Gameplan Session - productLed.com 

📚 Other Free Books 

Product-Led Growth - https://productled.com/book/product-led-growth?utm_source=podcast

Product-Led Onboarding - https://productled.com/book/onboarding?utm_source=podcast

In this special republished episode of the ProductLed Podcast, Wes Bush and Laura Kluz discuss The Product-Led Playbook—and announce that we're giving away the entire book for FREE on October 7, 2025. This playbook is the no-BS guide to actually implementing PLG, based on analysis of 324+ companies, and explores why some product-led companies see millions in ARR while others crash and burn.

The book is structured around nine components, which guide companies from building a solid foundation to scaling for exponential growth. The first stage includes crafting a winning strategy, identifying the ideal user, and creating an intentional product model. The second stage involves establishing a frictionless onboarding process and developing powerful pricing strategies. The final stage focuses on actionable data, growth processes, and team development.

The playbook offers a step-by-step approach to operationalizing PLG and is full of templates and canvases designed for team collaboration. Intended primarily for B2B software founders and early-stage go-to-market teams, this playbook provides a structured method for effectively implementing PLG—and it's yours for free next week.

Sign up at productled.com/newsletter to get the free playbook on October 7th.

Key Moments:

02:01 – Why the playbook was created: analyzing 324+ companies to find what separates winners from losers.

04:52 – The surprising discovery: founders were more successful with PLG than senior product executives.

06:19 – The 9 components of the ProductLed System and why strategic order matters.

11:37 – How to use the playbook (hint: it's not a one-time read).

13:34 – Who this book is for and who should be involved.

14:54 – The 3 main outcomes: Effortless Revenue, Lean Scale, and Durable Growth.

17:46 – What didn't make it into the book (and why less is more).

20:37 – How to get the free audiobook starting next week.

Most SaaS founders struggle to break through the noise in an increasingly commoditized market. With everyone using the same cold email tools and personalization tactics, how do you actually stand out and scale to eight figures?

In this presentation from Founder's Summit (December 2024), Nathan Latka—who's deployed $180 million across 519 SaaS deals—reveals the three proven moats that separate $10M+ companies from the rest. These aren't theoretical frameworks; they're real playbooks with actual revenue data from companies that have cracked the code.

Key Highlights:

• 02:57: The three moats that work best for the future
• 06:14: Build social proof monuments 
• 11:22: How Odoo undercuts Shopify 
• 17:04: Turn free users into marketing armies
• 16:01: The winning strategy

Resources:

💰 FounderPath 

📊 getlatka.com

🧠 Sign up for the ProductLed Newsletter

Most SaaS founders dream of selling their company, but few understand what makes an acquisition target attractive to buyers. What if you could learn from someone who's actually on the buying side?

In this episode, Tim from SaaS.Group breaks down how they've built an $80M ARR portfolio by acquiring 25 small SaaS companies - and reveals exactly what they look for, how they evaluate deals, and what happens post-acquisition. This is a masterclass in both building businesses buyers want and understanding the acquisition landscape.

Key Highlights:

• 03:44: Why they focus on 1-10M ARR companies versus larger deals
• 05:01: The organic evolution toward product-led companies
• 06:18: 100% ownership strategy - why they don't do minority stakes
• 11:00: The $100M revenue milestone and why it's just another number
• 16:05: First year struggles - why acquisition was meant to leapfrog early-stage pain
• 22:10: The 6-7 core acquisition criteria that determine green lights
• 28:00: The Rule of 40 framework for balancing growth and profitability
• 33:17: Post-acquisition playbook - from pricing to AI positioning
• 44:27: Biannual performance reviews and radical transparency culture
• 49:17: Brand manager hiring - internal promotions vs technical generalists
• 52:25: SaaS Academy and leadership development programs
• 56:23: The three moats being built to become unstoppable
• 58:26: Why $1B in 3 years would actually hurt the business

Stop building in isolation and start understanding what buyers actually want.

Whether you're planning an exit or just want to build a more valuable business, this conversation reveals the acquisition playbook from someone who's deployed $80M+ in capital.

Resources:

📧 Contact Tim - [email protected]

💼 SaaS.Group - Acquiring profitable SaaS companies

📚 Book Recommendations - Humanocracy, Traction

🌱 Side Project - Ecosia.org (green search engine)

In this episode of the ProductLed Podcast, we’re diving into the 3X Framework—a simple yet powerful process to consistently pull the right growth levers week after week. You’ll learn how to expose your biggest bottlenecks, explore high-impact solutions, and exploit the winners to drive predictable growth.

Key highlights:

00:09 – Why most founders struggle to pull the right growth levers

01:40 – The 3X Framework: Expose, Explore, Exploit

03:00 – How to avoid the “squeaky wheel syndrome”

06:06 – Case study: CloudSpot’s signup conversion challenge

12:24 – Turning solutions into quick wins, experiments, and long-term bets

Resources:

🚀 Try the Growth Co-Pilot for free

📔 Learn more about the ProductLed Roadmap at productled.com/roadmap

🧠 Sign up for the ProductLed Newsletter

In this episode of the ProductLed Podcast, we’re re-sharing a part of the audiobook for The ProductLed Playbook—this time diving into the Predictable Growth Process, a proven system for turning strategy into results with disciplined execution and alignment.

Key highlights:

00:36 – Why execution beats innovation every time

02:00 – The Predictable Growth Process framework

02:29 – Quarterly, Monthly, and Weekly meeting rhythms that drive results

12:10 – Setting top focus and projects for maximum impact

21:59 – Why speed is the ultimate competitive advantage

Resources:

📖 Book your free ProductLed Growth Session here.

📔 Buy the ProductLed Playbook here.

🧠 Sign up for the ProductLed Newsletter

In this episode of the ProductLed Podcast, we’re re-sharing a part of the audiobook for The ProductLed Playbook—a proven roadmap for installing the ProductLed system and transforming your business from scattered to streamlined.

Key highlights:

• 01:34 – Why 97% of buyers want to try before they buy
• 02:18 – Stage One: Building an unshakable foundation
• 03:50 – Stage Two: Unlocking self-serve customers
• 05:40 – Stage Three: Igniting exponential expansion
• 07:29 – Why you must continually update PLG components
• 08:22 – Quick-start action plan for implementing the system
• 10:07 – Free Product-Led Growth Session offer

Resources:

📖 Book your free ProductLed Growth Session here.

📔 Buy the ProductLed Playbook here.

Your funnel metrics are probably wrong. Not slightly off, but completely wrong. You're using Google Analytics for everything, your visitor counts include people logging into existing accounts, and you have no idea what your real conversion rates look like.

In this segment from our data workshop, Claudiu from Inner Trends walks through the technical infrastructure needed to track each stage of your go-to-market funnel correctly - from accurate visitor counts to defining trackable events for your first strike moment.

Key Highlights:

01:32: Why most teams don't own activation (and who should)

04:47: The 3 stages of visitor tracking - from Google Analytics to first-party data

08:09: Why your product database beats all third-party tools for signup tracking

09:14: The minimum requirements rule for setup completion

12:37: How to technically define your first strike event

17:46 Benchmarks every SaaS company should track

Stop guessing at your data setup.

Use this technical framework to build accurate tracking that actually reveals where your funnel breaks down.

Resources:

📔 Get a copy of the Reverse Funnel Planner – ProductLed Reverse Funnel Planner

🤝 Partner with a ProductLed Implementer to scale your GTM to 8 figures and beyond.

📩 Be the first to know about free webinars! Subscribe to the ProductLed Newsletter.

After 9 years of working with SaaS companies on product-led growth, we've tried everything - consulting, services, cohorts, bestselling books. We've seen what works, what doesn't, and what most companies get wrong.

The breakthrough came when we realized something: companies don't need more advice. They need someone to actually do the work with them.

In this episode, Wes pulls back the curtain on exactly how ProductLed works as your PLG partner, revealing the proven system that's powered over $1 billion in self-serve revenue and why most companies fail at product-led growth.

Key Highlights:

• 01:11: Why ProductLed exists and what we actually do
• 01:52: The $1M+ revenue guarantee (and what it takes to qualify)
• 03:00: The winning formula: System + Implementation + Results
• 04:25: The full-stack PLG system breakdown
• 07:33: Why you shouldn’t waste time on random LinkedIn experiments
• 09:09: The embedded operator approach vs. hiring specialists
• 14:48: The 3-stage ProductLed System (Start, Build, Scale)
• 17:20: Your hands-on implementer: Cross-functional VP of Growth
• 19:23: The 90-day results guarantee (unheard of in consulting)
• 20:00: What a typical engagement looks like (the full laundry list)
• 27:00: Why DIY PLG takes 2-3x longer and costs more long-term

Your product has the potential to sell itself. This is how you unlock it.

Resources:

✨ Book your free Product-Led Growth Session

📖 Explore case studies from Boomi and Enzuzo

📑 Get an overview of our approach - ProductLed: Your PLG Partner