S 01 | Ep 12 The Most Effective Strategy for Software Companies to Achieve Rapid Growth Kyle Poyar knows the product - led growth playbook better than almost anyone . This episode is a thorough breakdown of how it actually works . The conversation covers what PLG is and what it is not , starting with the core shift from selling to executives through long sales cycles to putting the product directly in the hands of end users and letting them pull deals upward from the inside . Kyle walks through how companies like Calendly and Figma built viral growth loops , why PLG is not anti - sales , and what product - qualified accounts look like compared to the product - qualified leads that most companies mistakenly chase instead . He also gets into the SEO tactics that work specifically for PLG companies , particularly programmatic approaches that turn existing product data into hundreds of long - tail landing pages , and why chasing top keywords is often the wrong place to start .