How to implement PLG for B2B SaaS (7 steps)
- Pick one core workflow and define one activation milestone that predicts retention or upgrade.
- Map onboarding into a short journey that leads users to that milestone (role-aware if needed).
- Instrument the milestone and its prerequisites with a small, stable event schema.
- Measure activation rate and time-to-value; segment by role, channel, and company size.
- Define a PQL rule that combines fit (traits) + usage (milestones), and route outreach from it.
- Design upgrade triggers around limits and proofs that show continuation of success.
- Run weekly learning loops: ship changes, read impact, and refine milestones and messaging.
Common pains
These are the recurring bottlenecks we see when teams try to “do PLG” for B2B SaaS without a stable model and measurable milestones.
- Activation is inconsistent across roles and use cases.
- Teams ship onboarding changes without knowing what moved.
- Sales doesn’t trust “product signals” because they’re not defined.
Activation milestones
Define activation as a small set of outcomes that predict retention or upgrade. Avoid generic “logged in” style events.
- Complete initial setup (workspace/project created).
- Connect the first integration or data source.
- Invite a teammate (early expansion signal).
- Complete the first “aha” workflow end-to-end.
Activation definition: An account is “activated” when it completes the first core workflow end-to-end and at least one teammate is invited.
Time-to-value target: Under 60 minutes for the median successful account
First success event: core_workflow_completed
Expansion trigger: workspace_invite_sent (2+ teammates) or plan_limit_hit
Instrumentation notes
Ship PLG as a system: events and traits stay stable while copy and templates evolve.
- Track milestones as events with clear properties (role, plan, acquisition source).
- Tie “activation” to a small set of measurable outcomes, not generic usage.
- Emit a PQL signal only when fit + usage thresholds are both met.
- signup_completedA new user finishes signup and lands in the product.Properties: acquisition_source, role, company_size
- workspace_createdA workspace/project is created (setup milestone).Properties: workspace_id, plan
- core_workflow_completedUser completes the first meaningful workflow outcome.Properties: workspace_id, workflow, time_since_signup_seconds
- workspace_invite_sentUser invites at least one teammate (early expansion).Properties: workspace_id, invite_count
- plan_limit_hitAccount hits a meaningful limit tied to value.Properties: workspace_id, limit_name, limit_value
Pricing and packaging
- Make the upgrade path feel like a continuation of success, not a paywall.
- Align pricing to the unit that expands naturally (seats, usage, outcomes).
- Use in-product limits and proofs (not banners) to introduce paid plans.
- Hit a meaningful usage limit during a successful workflow.
- Invite teammates (team adoption) and need shared features or governance.
- Require advanced integrations, reliability, or reporting tied to expansion.
Common mistakes
- Treating “signup” as success instead of designing for activation.
- Using too many events with unclear meaning (no stable schema).
- Shipping onboarding flows that are not tied to measurable milestones.
How Skene supports this motion
Skene turns your codebase into onboarding journeys, milestones, and analytics. This lets you ship PLG mechanics without wiring everything by hand.