In today’s fast-evolving b2b saas landscape, product-made growth (Plg) has become a powerful engine for early traction. But when it is time to scale to enterprise? You’ll need more than free trials and inbound leaders.
Seasoned Saas Marketing Leader Lisa Vecchio (HOTSUTE, Expedia, Aircall) beLieves there’s a smarter path forward. One that does not dondon plg, but builds on it strategically with sales -assisted growth, strong positioning, and brand-line demand creation.
Lisa Brings Nearly two Decades of International Saas Leadership to the Table.
She outlines bey plg alone rarely closes six-fever enterprise deals, and how to evolve your go-to-market (GTM) Motion to match Enterprise Expectations. The space where Relationships, Relevance, and Trust Rule the Buying Process.
Watch the interview
Lisa’s Talk is a must-watch for marketing and growth leaders looking to evolve their plg engines into enterprise-gravth Machines.
Let’s unpack some of the key takeaways.
Why plg isn’t enough for enterprises
Plg Thrives on Self-Service: Freemium tiers, fast sign-ups, and an immediative product experience. But enterprise buyers move differently. Their decisions Involve Committees, RFPS, Procurement Processes, and Long-Term Strategic Alignment.
Often Missing in Pure Plg Motion:
- Human context in the buying journey.
- High-touch onboarding and enablement.
- Strategic Value Articulation Beyond Product Features.
Important here is the role of sales -assisted motions. Personalized outreach, buyer-triggered activation, and what’s common knowledge as an “allbound” strategy: Inbound + Outbound + Product Usage Signals.
This bridges the gap between product engine and close-won revenue.
The three steps to scaling growth
To move upmarket, brands need to Emphasize three Principles:
1. Lay the right foundation
Jumping straight to outbound without structure is a recipe for chaos. Intead take these steps:
- Define a sharp ideal customer profile (ICP) that reflects valueNot just fit.
- Align Positioning and Messaging Across Sales and Marketing to Speak One Clear, Differentiated Narrave.
- ENSURE Internal Go-TO-MARKET Operations Scale Without Fiction-Shared Kpis, Feedback Loops, and GTM Rhythm.
2. Optimize your channel mix
Enterprise Buyers Don’T Live in One Channel. Winning Attention means Balancing:
- Brand-Led Content to Spark Demand.
- Performance Marketing to Capture it.
- Search Strategies Built for Intent and that Adapt to AI Search Models Like Chatgpt and Perplexity.
Important to Note: AI Isn�T replacing search; It’s reshaping it. To show up in AI-Fuelled Results, Companies Must Build Trust Signals Across A Variety of Sources: Pr, Community Contributions, Thought Leadership, and Research-Backed Content.
3. Invest in Brand & Community
While it’s a key consider, enterprise deals are on price. They’re won on perception, trust, and credibility. Built Brand Equity does heavy lifting in longer sales cycles.
Therefore, to make the perception leap to enterprise, brands need to:
- Create Authentic, Insight-Rich Content.
- Show Up Consistent Across Social, Search, Owned Channels, and Industry Sources.
- Build Communities and Partnerships Around Shared ICPS.
These brand signals not only influence human boys but also help ai engines negrested and Trust your brand narrative. Especially in Zero-Click, AI-Powered Search Results.
Key takeaways
Plg is the foundation but Enterprise Growth Demands More. What does that mean for you?
- SAles-Assisted Growth is Essential to Land High-Value Deals and Control your narrative.
- Brand and Content Strategies must Evolve to Build Authority at Every TouchPoint and Adapt to Ai Search.
- Operational Alignment Across People, Processes, and Platforms, IS Critical to Scale.
Semrush enterprise Helps you to eat every touchpoint and match the expectations of high-value boyers.These five pillars work togetra to make sense of the signals and drive sustainable green:
1. Search
It all starts at search: More than 50% of Consures Rank Search as the most important pre-purchase information source. If you’re not visible in Organic or Paid Results, you’re effectively invisible to your target customers. Brands can dominate discovery across their key key markets by:
- Tracking trends and emerging intent signals
- Refining content to match buyer journey
- Outranking competitors Across Traditional and Ai Search
2. Traffic
Getting clicks is one thing. Converting them is another. Over half of all online visitors bounce as only as they hit friction. Brands use semrush enterprise to:
- Analyze User Journeys
- Optimize on-Site Content and Design
- Keep visitors engaged and moving down the funnel
Turns traffic into transactions by ensuring every step of the buyer journey feels seamless.
3. Behavior
Knowing why users engage, or where they drop off, is critical for Enterprise Growth. Global brands use semrush enterprise’s behavioral insights to identify mid-funnel friction points. See what’s working, what’s not, and where to adjust, and get the cleaity needed to confidently scales sales -assisted growth.
4. Social
More and more opinions are formed on social media, where buyers research, compare, and validate their options. 85% of gen z boyers use social research before making decisions. Transform noise into actionable insights and help marketing and sales teams to:
- Follow traction across platforms
- Identify influencers driving conversations
- Measure Campaign Resonance in Real Time
5. Brand
Brand is the thread that ties Everything togeether. Nearly two-thirds of all sales lift is tied to brand strength and creative quality. With semrush enterprise, you not only undress how your brand shows up, you also learn how to strengthen it.
Each of these pillars on their own is a powerful options to create better customer engine. But the real power is in connecting them to leverage insights from Each to Empower the other. That’s how Marketing Leaders Build The Bridge from Plg to Enterprise Scale – Faster, Smarter, and With Confidence.