Growing a horizontal product-led-growth company requires running multiple go-to-market plans at the same time.

Successful PLG requires removing as much friction as possible.

To get them to the "aha" moment as fast as possible requires building out custom paths for every different segment.

You need different journeys for each customer segment that moves them through demand gen, demand capture, and ultimate tailored product onboarding flows.

1. Demand Gen

• content, ads, communities, etc.
• If you're Airtable and you're trying to show sales teams they can build a custom CRM, then your marketing team needs to be hanging out in sales spaces talking about the problems of existing CRMs.

2. Demand Capture

• segment-specific website landing pages
• When the message starts getting through, those sales teams need to be guided to a sales-specific web page that reinforces how much better Airtable as a CRM.

3. Onboarding Flows

• The onboarding flow for these sales teams then needs to be showing them exact how to build the CRM.

You need to then repeat this process for every single segment you're targeting.