10 Best Product-led Growth Software for SaaS Product Marketing Teams in 2024

Looking for the best PLG software? Here’s a list you can’t miss! - Rivia.ai

 min. read
February 1, 2024
Table of Contents

Imagine this: You know what product-led growth (PLG) is and how to implement it! But what you don’t know is which PLG software will help you with successful execution. 

If you are reading this, you already know the significance of PLG and why it is an integral part of a product marketing team’s roadmap in 2024. But just to reiterate, product-driven growth SaaS companies expand 50% yearly compared to a traditional SaaS company, having a year-on-year growth rate of 21%

Without a stack of product-led growth tools, your marketing initiatives will look something like this 👇

Marketing without PLG software

In fact, unlike popular beliefs, executing product-driven growth requires multiple PLG tools, each with its expertise. 

In this article, we will take you through the different product-led growth tools and their top features to make your life easier as a product marketer. 

What is Product-Led Growth in SaaS?

Product-Led Growth (PLG) is a strategic approach that prioritizes the product as the primary driver of customer acquisition, engagement, and expansion. Unlike traditional sales-led approaches, PLG emphasizes the value of a seamless and intuitive user experience to drive growth. Businesses can achieve organic growth through customer satisfaction and advocacy by providing users with a self-service model where they can easily explore, adopt, and derive value from the product. 

One of the PLG companies that we look forward to is Clay. From offering efficient, use-case-specific templates to featuring interactive product demos for each template, this brand goes above and beyond to help users get familiar with their product.

Clay interactive demo

Thanks to Clay’s generous amounts of free resources and product walkthroughs, it becomes significantly easy for users to decide whether the product will meet their requirements. This also means increased possibilities of converting a high-intent, informed user who understands your product’s value and not a random user who is unsure about their needs. 

Find out how top PLG Companies are doing PLG right - Read Now.

In a PLG model, the product becomes the primary channel for acquiring new customers, driving higher user engagement, and increasing customer retention. 

The fundamental principles of product-led growth include:

Self-Service Discovery and Adoption

PLG emphasizes allowing users to discover and adopt the product through self-service without needing direct involvement from a sales team. This approach aims to provide a compelling product experience that drives user acquisition and retention.

Continuous Value Delivery

PLG focuses on delivering continuous value to users, ensuring that they derive ongoing benefits from the product. This helps drive user engagement, retention, and expansion.

Data-Driven Decision Making

PLG relies on data to understand user behavior, measure product usage, and identify areas for improvement. By leveraging data analytics, companies can make informed decisions to optimize their product and drive growth.

User-Centric Approach

PLG puts the user at the center of the growth strategy. The product is designed to meet the needs and preferences of users, ensuring a seamless and personalized experience.

What does a Product-Led Growth Software do?

Product-led growth software is pivotal in helping businesses implement and optimize their PLG strategies. These tools drive user-led PLG onboarding, collect customer feedback, analyze user behavior, and facilitate effective communication. 

By leveraging the right set of PLG tools, SaaS companies create a personalized onboarding experience, gain valuable insights from product usage analytics into their PLG strategy, and drive user engagement and adoption.

10 Best Product-led Growth Tools to Try Out in 2024

Finding the right PLG software for your SaaS product is one hell of a job! That’s why we have categorized our top PLG tools into 10 categories, with our best picks for each category. 

Before reading further, here is a comparison table to refer 👇

plg software list

Now, let's delve into each category and explore the top PLG tools in more detail.

Product Demos

PLG software that falls under this category provides personalized guidance and support to new users as they navigate the product.


Rivia homepage

Rivia.ai is a powerful no-code PLG software that helps businesses create personalized user onboarding experiences through interactive product demos. With Rivia.ai, product marketers create efficient product tours, increase the product adoption rate, and onboard new users within seconds through personalized product walkthroughs. 

Top Features 

Create personalized product tours 

Rivia’s advanced HTML editor helps you create interactive product demos and stories to increase user adoption rate. With Rivia, adding texts, modals, images, and within existing content is pretty easy with advanced guides and tooltips. If that’s not all, Rivia also allows users to add personalized flows to the interactive demos to explain the product and its relevant benefits in the best possible way.

Rivia HTML Editor

Learn more about Rivia’s HTML Editor 👇 

Create mobile-friendly live demos for multiple touchpoints 

The best part about Rivia is its mobile-friendly product demos. Unlike other interactive demo software, offering only web view, interactive demos created by Rivia can easily be watched and rewatched from mobiles. This software helps product marketers create interactive, mobile-friendly demos across multiple touchpoints, including website, customer onboarding emails, outreach campaigns, etc.

Rivia mobile-friendly demo

Make the most of advanced demo analytics 

This PLG software comes with a comprehensive dashboard where you’ll find insights related to each product demo you create. Rivia provides analytics support to track essential product demo metrics like - unique views, average demo completion rate, average time spent on product demos, etc. With insights into these metrics, product marketers develop a concrete idea of how the users are accepting the interactive demos, and accordingly, they adjust their PLG strategies.

Rivia analytics

Learn more about Rivia’s Analytics Feature  👇

Collecting customer feedback 

Collecting valuable customer feedback through surveys and forms is essential to give your PLG initiatives a proper direction. The PLG software solutions in this category help SaaS companies understand user needs, identify pain points, and make data-driven product decisions.


Typeform homepage

Typeform is a versatile PLG tool that enables businesses to collect valuable customer feedback through surveys and forms. With its user-friendly interface and customizable templates, Typeform makes it easy to create engaging and interactive surveys. The platform offers a range of question types, including multiple-choice, open-ended, and rating scales, allowing businesses to gather specific insights from their users. Typeform also provides analytics and reporting features, helping companies to analyze survey responses and make data-driven decisions.

Top Features 

  • Typeform allows businesses to create highly customizable surveys and forms to collect user feedback.
  • The platform offers a visually appealing and interactive user experience, enhancing engagement and response rates.
  • Typeform provides robust analytics and reporting features, allowing businesses to analyze survey responses and gain valuable insights.

Project management 

Product marketers of PLG SaaS companies need a project management tool to collaborate effectively with the larger team, keep product roadmaps in one place and streamline workflows. These tools enhance productivity and ensure efficient project execution.


Airtable homepage

Airtable is a powerful project management tool that combines a spreadsheet's flexibility with a database's functionality. With its intuitive interface and customizable templates, Airtable makes organizing and tracking projects, tasks, and deadlines easy. The platform offers a range of features, including task assignment, deadline management, file attachments and collaboration tools. With its flexible and visual interface, Airtable can be customized to suit your team's and projects' unique needs.

Top Features 

  • Airtable allows businesses to create and manage tasks, assign them to team members, and track progress.
  • The platform enables businesses to set task deadlines and reminders, ensuring timely completion.
  • Airtable offers collaboration features, including real-time editing, commenting, and file attachments, facilitating seamless collaboration among team members.

Customer Relationship Management (CRM)

A CRM tool helps SaaS PLG companies manage customer relationships, track interactions, and nurture leads. It enables personalized communication, supports customer segmentation, and facilitates targeted marketing campaigns.


HubSpot homepage

HubSpot is a comprehensive CRM tool that integrates sales, marketing, operations, and CMS capabilities into a single platform. With HubSpot, businesses can manage customer relationships, track interactions, and nurture leads. The platform provides contact management, lead scoring, email automation, and customer analytics features. By leveraging HubSpot's CRM, businesses can personalize communication, streamline sales processes, and drive revenue growth.

Top Features 

  • HubSpot enables businesses to store and manage customer data in a centralized database, facilitating personalized communication and relationship building.
  • The platform allows businesses to automate lead nurturing processes, delivering targeted content and personalized emails to move leads through the sales funnel.
  • HubSpot's CRM provides robust customer analytics, helping businesses track customer interactions, understand user behavior, and make data-driven decisions.

User behavior analysis 

PLG tools falling under this category provide heatmaps, session recordings, and conversion funnels to help product marketers understand users’ preferences and become an integral part of A/B testing campaigns. These insights help businesses understand how users interact with the product and identify areas for improvement.


Hotjar homepage

Hotjar is a user behavior analysis tool that helps businesses understand how users interact with their websites and products. With Hotjar, companies can track user behavior through heatmaps, session recordings, and conversion funnels. These insights provide valuable information about user engagement, navigation patterns, and areas for improvement. Hotjar's user-friendly interface and powerful analytics make it a valuable tool for optimizing the user experience and driving product-led growth.

Top Features 

  • Hotjar's heatmaps visually represent user engagement and interaction on websites and products, helping businesses identify areas of interest and optimize the user experience.
  • The platform allows businesses to record user sessions, providing insights into how users navigate a website or product and identifying pain points or areas of confusion.
  • Hotjar's conversion funnels feature enables businesses to analyze user behavior throughout the conversion process, identifying potential drop-off points and opportunities for optimization.

Customer Analytics 

PLG marketing tools falling under the customer analytics category enable businesses to track and analyze user behavior. These tools offer features like cohort analysis, funnel tracking, and user segmentation, providing valuable user engagement and retention insights.


Mixpanel homepage

Mixpanel is a powerful customer analytics tool that enables businesses to track and analyze user behavior. With Mixpanel, businesses can gain insights into user engagement, retention, and conversion rates. The platform offers cohort analysis, funnel tracking, and user segmentation features, providing valuable insights into user behavior and preferences. 

By leveraging Mixpanel's analytics capabilities, businesses can make data-driven decisions, optimize product features, and drive product-led growth.

Top Features 

  • Mixpanel allows businesses to analyze user behavior by cohort, grouping users based on specific criteria and tracking their engagement and conversion rates over time.
  • The platform enables businesses to track user behavior throughout the conversion funnel, identifying drop-off points and optimizing the user experience.
  • Mixpanel's user segmentation feature allows businesses to group users based on specific characteristics or behaviors, enabling targeted messaging and personalized experiences.

Automated email marketing 

Automated email marketing product-led growth tools offer robust email marketing automation features, allowing businesses to deliver personalized, targeted emails to users. These tools help nurture customer relationships, drive engagement, and increase conversions.


ActiveCampaign homepage

ActiveCampaign is an all-in-one marketing automation platform offering various features, including email marketing, CRM, and marketing automation. With ActiveCampaign, businesses can create personalized, targeted email campaigns, automate customer journeys, and track campaign performance. 

The platform provides features like email templates, segmentation, A/B testing, and behavioral automation, enabling businesses to engage with their users effectively and drive conversions.

Top Features 

  • ActiveCampaign allows businesses to automate email campaigns based on user behavior, enabling personalized and timely communication.
  • The platform offers robust segmentation capabilities, allowing businesses to divide their user base into specific groups based on demographics, behaviors, or preferences.
  • ActiveCampaign enables businesses to trigger automated actions based on user behavior, such as abandoned cart emails or re-engagement campaigns.

Brainstorming and collaboration 

Collaboration tools facilitate brainstorming, creativity, and collaboration among team members. They offer virtual whiteboards, sticky notes, and other interactive features that enhance team collaboration and creativity.


Miro homepage

Miro is a powerful collaboration tool that allows teams to brainstorm, ideate, and collaborate effectively. Miro facilitates creativity, innovation, and collaboration among team members with its virtual whiteboards, sticky notes, and interactive features. 

The platform offers real-time editing, commenting, and file sharing, enabling seamless collaboration regardless of team size or location. By leveraging Miro's collaboration features, businesses can enhance team productivity, streamline workflows, and drive product-led growth.

Top Features 

  • Miro's virtual whiteboards provide a digital space for teams to brainstorm ideas, create mind maps, and visualize concepts.
  • The platform enables real-time editing, commenting, and file sharing, allowing team members to collaborate seamlessly regardless of location.
  • Miro offers a range of interactive features, such as sticky notes, shapes, and templates that enhance the brainstorming and ideation process.

Customer communication 

Product-led growth tools like Slack provide seamless communication channels for teams and customers. They enable real-time messaging, file sharing, and integration with other tools, enhancing collaboration and customer support.


Slack homepage

Slack is a widespread communication and collaboration platform that allows teams to communicate in real-time, share files, and integrate with other tools. With its intuitive interface and powerful features, Slack facilitates seamless communication and collaboration among team members. 

The platform offers channels for different projects or topics, direct messaging, file sharing, and integration with other tools, enhancing team productivity and driving effective customer communication.

Top Features 

  • Slack enables real-time messaging, allowing team members to communicate and collaborate seamlessly and efficiently.
  • The platform offers file-sharing capabilities, enabling teams to share documents, images, and other files easily.
  • Slack integrates with various tools, such as project management platforms and customer support software, streamlining workflows and enhancing collaboration.

Documentation and knowledge management 

PLG solutions offering powerful documentation and knowledge management features play a significant role in a product marketer’s tech stack. They allow businesses to create and organize internal and external knowledge bases, facilitating easy access to information and promoting efficient knowledge sharing.


Notion homepage

Notion is a comprehensive documentation and knowledge management platform that allows businesses to create and organize internal and external knowledge bases. With its intuitive interface and flexible templates, Notion makes it easy to create and share documentation, collaborate on projects, and organize information. 

The platform offers note-taking, task management, file embedding, and real-time collaboration, facilitating efficient knowledge sharing and promoting effective team collaboration.

Top Features 

  • Notion provides a flexible framework for creating and organizing documentation, allowing businesses to customize templates and structures to their unique needs.
  • The platform enables real-time collaboration, allowing team members to collaborate on documents, make edits, and leave comments.
  • Notion offers task management features, allowing businesses to create to-do lists, assign tasks, and track progress.

Ready to Take the Next Step? 

Wondering which product-led growth software to pick first? 

Well, it completely depends on your priorities and goals. 

For example, if your goal is to boost website conversion and empower your customers by showcasing the actual value of your product, the first product you should explore is - Rivia.ai

Book a demo! 


What is a PLG software? 

Product-led growth (PLG) software is a tool that leverages a product's features to drive user acquisition, conversion, and retention.

What is the full form of PLG? 

The full form of PLG in this context is "Product-Led Growth."

What is the format of a PLG model? 

The format of a PLG model revolves around using the product itself as the primary driver of customer acquisition, conversion, and expansion.