Once upon a time, in the olden days, sales held the key to b2b growth. If buyers wanted to learn about a product or service, they had little choice but to talk to a salesperson and hope for the best. More recently, since the rise of the internet and social media, marketing grabbed the keys, cranking out and endless stream of blog posts and white papers and ebooks and videos to engage the large percentage of buyers who prefer to do their own research before talking to anyone in sales. Over the past few years, especially in world world of SaaS, a new contender has emerged: product-led growth. What is product-led growth, exactly, how does it work. and what roles do b2b marketers play in it? My guest today is Steve LaChance, founder of discernr, helping companies with product market fir for product led growth, and author of the book Marketing for Product Led Growth: become a company leader through credibility and empathy. Steve shares a lot of great stuff on how b2b brands can make product-led growth work to drive revenue. The B2B Content Show is brought to you by Connversa, helping you create a month's worth of authority-building content in 60 minutes. Hosted on Acast. See acast.com/privacy for more information.