Product-Led Growth United Kingdom
In product-led growth, the product is the engine: it attracts, converts and expands clients — trials that sell themselves, onboarding that delivers the “aha” moment, and in-product loops that compound. PROTON Growth brings PLG to software companies across the United Kingdom, with rigour and reliability.
What is product-led growth?
Product-led growth (PLG) is the strategy in which the product itself drives acquisition, conversion and expansion: free trials and freemium instead of mandatory demos, onboarding that takes the user to value in the shortest possible time, and usage signals — product-qualified leads — telling sales exactly when and whom to call.
PLG doesn’t replace sales — it feeds them. It is the hybrid model our founder applied in the relaunch of Oncology Analytics at Elekta: clinical B2B software, an enterprise sales cycle — and still, the number of beta-tester clients doubled in six months once the product led the conversation. If it works in regulated healthcare software, it works in your market.
Diagnosis, activation and product-led sales
PLG diagnosis
We map your product funnel — from sign-up to value — and measure where users drop, how long the first “aha” takes and which usage signals predict conversion. You keep the analysis, whatever you decide.
Onboarding & activation engine
We design the path to value: guided first steps, sample data, email and in-app working together, time-to-value measured and reduced sprint by sprint.
From PQL to revenue
We define product-qualified leads, connect them to the CRM and the sales team, and build the expansion playbook — upgrades, seats and upsell at the moment usage justifies it.
Product-led growth across the four steps of our framework
The Connect · Activate · Accelerate · Grow framework covers the full journey — and in PLG, the product executes every step.
Connect
What we do: product-driven acquisition — frictionless trial or freemium, pages that show the product instead of describing it, use-case content optimised for search engines and AI engines.
Typical work: entry-offer design, self-serve sign-up and demo pages, product instrumentation from the first click.
Deliverables: a measured entry funnel, a defined trial offer, instrumented product events.
Activate
What we do: onboarding that reaches value in the shortest possible time — guided first steps, sample data, email and in-app messages coordinated, and the metric that rules: time-to-value.
Typical work: onboarding redesign, A/B experiments in the first minutes, defining and measuring the activation event.
Deliverables: a live activation path, a measured activation rate, time-to-value falling.
Accelerate
What we do: usage-driven retention and expansion — health scores, upgrade triggers at the right moment, product-qualified leads handed to sales with context, and cohorts showing what truly retains.
Typical work: PQL definition, product-to-CRM connection, usage-based expansion campaigns, cohort analysis.
Deliverables: a working PQL pipeline, an expansion playbook, a cohort retention dashboard.
Grow
What we do: growth that compounds inside the product — invitations and sharing with value for both sides, integrations that create presence in your clients’ ecosystems, reviews and social proof requested at the moment of success.
Typical work: invite-loop design, review programmes, integration partnerships, compounding metrics.
Deliverables: active, measured loops, a social-proof engine, a product growth roadmap.
Results from our founder’s work
“Andre is a dedicated […] member with a great work ethic. He is a self-starter […] I thoroughly enjoyed having Andre […] and would recommend him.”
Andrew Wilson — President, Oncology Informatics — Elekta“Andre did a fantastic job building and executing the marketing plan […] His attention to detail and customer focus brought us several large customer contracts and really elevated our product in the eyes of our customers.”
Jack Challis — Director, Analytics & Outcomes Portfolio — Elekta“Andre’s proactive, collaborative leadership was influential in building a plan that was compelling in terms of its vision and its business case with a strong return on investment. Andre ensured everything we proposed had customers and other key stakeholders/decision makers at the heart.”
Andy Baines — VP & GM, Global Commercial Products, Kitchen & Bath Group — KohlerProduct and growth sprints, no lock-in
Short cycles on the product funnel: hypothesis → experiment → measurement → decision. You receive clear reports, and the systems — instrumentation, onboarding, PQL pipeline — stay yours. Clear scope, clear structure, no lock-in.
PLG pairs with the discipline of our Growth Hacking and the foundations of our Digital Transformation.
Ready to put the product to work?
In one call, we analyse your product funnel and show you the two or three experiments with the highest return. You keep the analysis, whatever you decide.
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