👩🏼‍🏫 5 modules ✅ Exam questions ⏰ 3+ hours of content
🔍 Real-life examples 🔖 Official certification 👨🏼‍💻 100% self-paced
Course overview.
Are you considering adopting a product-led growth strategy for your business? Maybe you are already using product-led motion? An integral metric of any PLG business is the rate of conversion from user to customer.
There are multiple PLG strategies for boosting your revenue from free trial to freemium and reverse trial. But how do you go about executing the best one? And better yet, how do you make sure those using your products convert to paying customers.
With Product-Led Growth Conversion Certified, you can equip yourself with all the expertise and insights you need to successfully set up conversion strategies from scratch including persona building, segmentation and utilizing data and core actions to convert those in 'the Dark Pipeline'.
Come and take a deep dive into the world of product-led growth through the lens of how to build, scale and measure conversion. Know when to use and not use freemium, free trial or reverse trial and when to gain a firm grasp of the best time and situations to use product-led vs sales-led models to activate, convert, retain, and more.
By the end of this course, you'll be able to:
⬆️ Produce product-led onboarding models to optimize the conversion of free users.
✅ Know how to activate free users and get them to the “aha moment”.
🔍 Use data and analytics to properly convert your 'Dark Pipeline'.
đź”– Increase engagement and retention to drive conversion.
âś…Â Retain paying users and achieve product-market fit.
“PLA is a great place to learn from product people across industries and around the world. There are almost as many ways of doing product as there are people doing product. PLA brings a bunch of those people and those perspectives together into a supportive and informative community.”
Deanna Badizadegan, Lead Product Operation Manager at Duolingo
You're in very good hands.
Product-Led Alliance is the world’s fastest-growing PLG community, and every course we create is built on the experience, knowledge, and success of the masses.
With Product-Led Growth Conversion Certified, you’ll be learning from Arjun Saksena, who has held the role of Product Manager and Senior Product Manager at companies such as Yahoo! and Adobe. Arjun is currently ​​the Founder and CEO at Humanic AI, which is revolutionizing the CRM space to make it easier than ever for growing companies to maximize revenue from their existing users.
In his time in product, Arjun has built several 0-1 products that leveraged both freemium and free trial product-led growth models.
Arjun will be sharing his in-depth knowledge and experience with you throughout the course, equipping you with the ultimate toolkit for building the best freemium SaaS models. Gain the knowledge you need and enhance your learning first-hand from start to finish.
Looking to learn as a team?
If you're looking to get a team of three or more PMs certified, then speak to Raluca about team rates..
P.s. If you need help convincing the boss, we've done the hard part for you.
Course curriculum
- Introduction (1:28)
- Go-to-market strategies (1:58)
- Product-led growth explained (2:18)
- Your product, business model, and market (1:14)
- The stage of your company (0:48)
- Your distribution focus (1:05)
- Is the product ready? (1:07)
- Lack of data instrumentation and data infrastructure (0:23)
- Transitioning to being product-led (2:17)
- Strategies to move to product-led growth (2:21)
- Product-led growth strategy will take time (1:09)
- Commit to product-led growth for lasting results (2:26)
- Exam #1
- Key takeaways (0:32)
- Time to reflect đź’ˇ
- Introduction (0:28)
- Product-led growth conversion strategies (1:04)
- Free trial (3:19)
- Freemium (2:01)
- Reverse trials (4:04)
- Onboarding profiling (2:26)
- Product-led onboarding (4:54)
- Conversion motions (4:25)
- Self-service sign ups (0:55)
- Core actions (1:55)
- Product-qualified leads conversion (1:17)
- Types of product-qualified leads (2:00)
- What’s most effective to convert free users to paid customers? (1:42)
- Experimentation (0:48)
- Building a community (0:31)
- Amplify community creators (1:09)
- Connect users with their peers (2:27)
- Exam #2
- Key takeaways (0:28)
- Coursework #1: The reverse trial experience
- Time to reflect đź’ˇ
- Module outline (1:06)
- Introduction (1:39)
- The self-serve conversion funnel (1:58)
- Sales assisted flow (1:20)
- Building a product-qualified leads and product-qualified accounts framework (6:11)
- Product qualified accounts (3:22)
- How often do you evolve your product-qualified accounts model? (2:03)
- Identifying ideal customer profiles (1:03)
- When should you start worrying about product-qualified leads & product-qualified accounts? (0:46)
- Product-led growth nudging system for the dark pipeline (2:44)
- Exam #3
- Key takeaways (1:06)
- Time to reflect đź’ˇ
- Module outline (0:27)
- Introduction (2:12)
- Building personas (2:24)
- Persona building example (2:47)
- Personas at Notion (4:10)
- Jobs to be done (2:26)
- Current challenges in creating personas (3:31)
- Persona types and organization (2:23)
- Exam #4
- Key takeaways (1:19)
- Coursework #2: Persona creation
- Time to reflect đź’ˇ
- Module outline (0:29)
- Introduction (0:43)
- Overview of product-led sales (1:55)
- For event intelligence: Google Analytics & product analytics tools (2:23)
- Segment: Easy to configure and route events to multiple destinations (1:51)
- Data instrumentation is a prerequisite (1:21)
- Correlation analytics (1:19)
- Predictive intelligence (1:56)
- Product-led growth and outbound (3:52)
- The two approaches for product-led sales (2:42)
- Challenges with a product-led sales solution (0:42)
- Product-led growth CRM (1:38)
- Build your team (2:20)
- So what's the solution to this problem? (0:57)
- Moving on to the next point, let's talk about... (2:05)
- Exam #5
- Key takeaways (0:37)
- Time to reflect đź’ˇ
FAQs.
Q: Who’s this course for?
A: This course is for anyone currently managing a product that takes advantage of free trial, freemium or reverse trial conversion strategies. It is for those who are interested in strategies to convert users through persona creation, segmentation and converting the 'Dark Pipeline' of users.

Q: How long will it take me to complete the course?
A: It depends on how quickly you work your way through alllll the materials. The course itself comprises 3+ hours of content in which you’ll be required to complete exams. On top of that, you’ll be given access to bonus footage and although this isn't mandatory, we’d recommend giving it a watch!Â
Finally, you’ll also be given the option to complete coursework tasks as you go - these aren’t mandatory either but they’re well worth getting stuck into, to help you put everything you’ve learned into practice and walk away with a pack of actionable takeaways to go and apply right away.
Q: How does this course work?
A: Once you enroll, you’ll work through the modules in whatever order suits your goals and be invited to take part in activities.
At the end of each module, you’ll be presented with mandatory exam questions and if you pass all these, you’ll become Product-Led Growth Conversion Certified!
Q: What happens once I’ve completed the course?
A: A couple of things. Providing you’ve passed all the exams, you’ll be issued your certificate pretty much on the spot. You’ll also be given entire access to all the content for life, so if you wanna brush up on anything down the line, you’ll be able to refer back to every video, template, and coursework task whenever you want.
Q: What happens if I don’t pass the exams?
A: If you fail the first time around you’ll be given the option to retake the exam. If you fail the second attempt, unfortunately, it means you won’t get the certificate. However, all’s not lost, you’ll have still learned LOTS and you’ll be given access to the course materials for life - so you can brush up on the bits you slipped up on forevermore.
Q: Will I be able to ask questions?
A: You sure will. Within every section, there’ll be an area to ask questions as you go, as well as see the questions and answers other students have asked and received.
Q: How long will I have access to the course content?
A: For life! One, one-off payment gives you unlimited access to all the course’s content.Â
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