The Product-Led Geek

Advising B2B SaaS startups in all things PLG, Product, Growth, Strategy

Advisor (PLG / Product / Growth)

neptune.ai

Advisor

Reforge

Appearing as a featured guest in Reforge live programs (Growth Leadership, PLG)

Featured Program Guest (PLG, Growth Leadership)

Supporting content development for Reforge PLG program

Program Council Member (PLG)

TryHackMe

Gearset

CyberArk

Bleach Cyber

Beyond Identity

Panaseer

Helping B2B SaaS founders win with PLG | Snyk, CloudBees | Follow me to learn how to scale your startup with product-led growth and product-led sales.

I spent 20+ years building, nurturing and scaling high-performing product and cross-functional growth teams.

I now help founders and product growth leaders at developer tool and other B2B SaaS companies to create sustainable, defensible growth through PLG and PLS.

My expertise, experience and proven growth systems across acquisition, retention and monetisation levers allow me to help you with

→ Defining and improving activation and engagement as inputs to better retention
→ Layering on a PLG motion to bring GTM efficiency to existing sales-led business
→ Establishing and scaling Product-Led Sales (PLS) to increase close rates and ACVs
→ Creating effective user onboarding to minimise time-to-value
→ Developing growth and/or product strategy
→ Identifying, documenting, standing up and quantifying growth loops
→ Building qualitative and quantitative growth models
→ Developing improved product and growth leadership muscle
→ Starting and scaling growth teams
→ Designing and implementing growth process
→ Implementing appropriate data and analytics infrastructure
→ Establishing experimentation (A/B, multivariate) programs
→ Selecting and implementing effective product & growth platforms & tools
→ Implementing product management process and best practice
→ Cultivating and coaching high-performing teams

If you want to get weekly advice on the systems behind product-led success, you can join my newsletter:

→ GO HERE: plg.news

If you wan't to explore an advising engagement visit my site:

→ GO HERE: plgeek.com

Twitter: @theplgeek
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Ben Williams

Emilia Korczynska

Userpilot

VP of Marketing

Doing all it takes to get more Product People over the code barrier with our code-free Product Adoption, Marketing & Experimentation Platform:  
Designing, developing and implementing a marketing strategy that ensures higher visibility 
Leading our stellar content team 
Implementing and driving a paid ads strategy to diversify customer acquisition. 
Driving funnel growth
Implementing an email marketing strategy 
Identifing and testing new acquisition channels
Overseeing, training, and coaching team members

Head Of Marketing

Managing content operations for a fast-growing B2B SaaS company - Product Experimentation and Marketing Tool for Product Teams: 
- Content planning, SOP development, SEO keyword research and topic ideation 
- Content editing and creation (blogs, website copy, social media content, ebooks, landing pages) 
- Community building (esp. Facebook - growing Product Growth & Retention Group, and LinkedIn) 
- Partnership management (guest posting, co-promotion)
- Writing weekly newsletters and developing email marketing workflows
- Organizing Product Drive - an annual online conference for Product People  (first edition: 2200+ participants)
- Data Analysis and Reporting (Google Analytics)

Marketing Manager

Wisemont Language Services

Boutique language agency helping SMEs sell more through great content on international markets

- Content marketing: translating, localisation and copywriting of SEO blog content, articles, website copy, newsletters etc. 
- International Social Media management 

Responsibilities:
- Developing and marketing new service packages and new in-formation products 
- Supervising development of content marketing strategies and SEO content for our clients that bring results – e.g.  ranking on 1st page in Google for competitive keywords, growing Twitter following to 3500 in 4 months

Owner

Postfity.com

- Helping more startups and small businesses hear about the most affordable social media scheduler designed specially for SMBs through: 
- creating a documented content marketing strategy, planning paid and organic marketing activities (content resharing, social media listening using Brand24, email marketing), setting and monitoring KPIs, measuring results using Google Analytics and Social Media Insights 
- hiring and managing marketing professionals: Social Media Managers, Copywriters, Facebook Ads Specialists, Google Ads Experts, Graphic Designers
- setting up and optimising email marketing drip campaigns
- doing Competition and Keyword Research, optimising blog content for search engines, creating new blog content optimised for low-difficulty keywords
- A/B testing Facebook ad campaigns
-  managing the marketing budget

Marketing Strategist

Find in China

Find in China is an online directory of local services, venues and events on a map in English designed for the expat population in China. Together with other local websites for expats we are creating the largest database of information and socialising opportunities for foreigners in China, as well as  a nationwide discount card. [Acquired October 2018] 
Responsibilities:
- Designing a web-app - map-based directory of venues, ser-vices and events in China
- Front-end project management – liaising with the front-end developer to produce the desired results in terms of design, functionality and user-experience, and with the back-end pro-ject manager 
- Business development and general management -  searching for joint ventures and collaborations to grow our database of point of sales and events quickly (we launched with over 1000 POSs across China), social media marketing

Co-Founder and CEO

Birmingham City University

Leading an in-country presessional course for students of Nanjing University of Science and Technology 
Teaching Academic Study Skills

ICP Visiting Lecturer

Swansea University

Teaching (Polish) Translation and Interpreting MA students:
- Module: Advanced Translation) 
- Module: Public Service Interpreting: Local Government Option
Supervision: Translator's Tools 
Material, test and examinations development

Part-time Translation and Interpreting Tutor

Runner's Delight

Runner's Delight was an innovative brand of functional porridge designed especially for runners. 
Responsibilities: 
- Designing and launching a sports nutrition product for runners
- Assisting in branding, social media and influencer marketing

Co-Founder and product manager

PayPal

EMEA Collections Specialist

Stream Universe TV

- managing relations with contributors: 
- contacting influential bloggers attracting large numbers of followers with commissions for film / TV series reviews and content writing;
- providing writers with updates on new releases, writing opportunities, etc.
- keeping  submission deadlines

Account Manager

The Cambridge Student

- writing a weekly series of satirical columns

Columnist

Passionate about SaaS product growth, and both the pre-sign up and post-sign up marketing. Talk to me about improving your acquisition, activation and retention strategy. 


Every marketer will tell you the same thing “We have enough data. We don’t have enough insights.” Especially at the end of the year, when we’re all going into “reporting mode” - we’re drowning in data and desperately trying to make sense of it, to plan our 2026 budgets. 

AI should change that. 

This is why I’m so proud that Michal Jackowski is launching Zena - LinkedIn Ads AI Analyst today on Product Hunt - please check out the launch here: https://zenabm.com/ph

Zena answers all your questions about your LinkedIn Ads performance, your ABM campaigns, your target companies’ engagements with your ads *AND* the impact of your campaigns on revenue and pipeline. 

TL;DR - my husband has been working very hard on making it happen for almost a year, and I’ve been the harshest critic ;D I rarely like anything he does that doesn’t involve pasta - and I wouldn’t be sharing this launch with you if I didn’t think this is a game changer for reporting on ABM Campaign performance through LinkedIn ads. I’ve been feeling all the pain of doing this manually myself and this product is made of my tears (proverbially, of course :D) 

How does it work? Zena combines data from 30+ LinkedIn ads API endpoints with data from your CRM, and processed data from ZenABM (that already combines all the above data sources into one single source of truth, and calculates account engagement scores, ABM stages etc.) 

Here are the types of questions you can ask Zena about your LinkedIn ad and ABM performance data: 

 🟢 Ask Zena about your top performing ads, and ad formats - which had the highest number of clicks & CTR. 
🟢  Ask Zena to get you a list of your most engaged companies in different timeframes by clicks, impressions etc. AND by inventory type (image, TLA, chat).
🟢 Ask Zena which of your ad campaigns are driving pipeline, and which are only wasting budget. 
🟢  Ask Zena about the impact of your ABM campaigns on your funnel and TAM - how companies you’re targetting moved stages month over month, how much you’ve spent on them etc.
🟢  Ask Zena which of your ABM campaigns (and LinkedIn Campaigns) had the highest impact on revenue e.g. this vs. last month. 
🟢  Ask Zena about your ICP’s engagements - which job titles engaged most with your campaigns - month by month.

Getting all these questions answered just by looking at LinkedIn Campaign’s Manager or my Hubspot dashboards would take me ages - now I can get them answered in seconds, with beautiful reports generated by Zena.  

P.S. You can try Zena for free - you get 10 chats with Zena in ZenABM’s free trial - perfect for your end of the year reporting.

VP of Marketing @Userpilot. Author @ Product Rantz.

Someone (from the tech industry) asked me where I worked and what Userpilot was this weekend. And for the first time (hold my coffee), without thinking much, I responded: it’s a “Lovable for Product Adoption”. I know it’s a bold statement…and a complement for Lovable for becoming a household name for the category of no-code software in such a short time. And I know - sadly, no matter how much I bend myself over backwards here - it will never be as popular - because product adoption, unlike acquisition (which I have a hunch Lovable is mostly used for) is still “Cinderealla’s ugly cousin”. 

But here’s the irony - as the entry barriers to shipping software are getting lower and lower with Lovables of the world (and the competition is getting more and more cutthroat) ease of use and Time to Value are the strongest factors in determining whether someone will continue using your product, or start shopping around again at the slightest hint of friction. Nobody’s reading help docs anymore. You either provide instant answers in-app, or the users leave.

The irony why perhaps product adoption software hasn’t been that popular is also because the legacy solutions in the industry were notoriously difficult to use (iykyk).

The popularity of Lovable lies in a) how easy it is to use b) how fast it allows non-technical users to ship market-acceptable assets they could never dream of producing without a designer and a developer. “Acceptable” is better than “perfect” - because the difference between acceptable and perfect, in my experience, is exactly the same as “done” vs. “Not done”. 

👉 Yes, you could hard-code your onboarding experiences. But you know you won’t.
👉 Yes, you can use the legacy product adoption platforms…but that’s the modality of the word ‘can’. If you can’t ship what you need in < a few hours without developers’ / designers’ help - you won’t.
👉 You could buy 5 different solutions for lifecycle email, in-app communications, and product analytics - but you know the data will be falling through the cracks and you don’t use it consistently between the different tools. Your use communication will be broken. 

So give Userpilot a try for 30 days - we’ll support you with our new “Product Growth Jumpstart 2026” program (Chat to our product Growth Expert: https://lnkd.in/duKmW2hY to participate) to help you make most out of your free trial, and demonstrate to you how much more product-led growth (not only in terms of new acquisition, but also expansion) your team can produce if it’s empowered to engage users and build in-app product onboarding & adoption experiences truly on their own, with data available on their fingertips.

Open article: 15 Minute Meeting - Kelli Truelove by calendly.com

I saw this post about 2026 predictions by George Chasiotis in my inbox the other day and nodded vigorously at the first point: 

"1) Consolidation of SaaS:

I expect 2026 to be a strong year for SaaS M&A.
Some of it will be necessary. Some opportunistic. Some both.
SaaS entered a consolidation phase when AI went mainstream three years ago. While part of the activity is obviously driven by AI disruption, a big chunk comes from companies that raised heavily during the ZIRP era—at valuations that no longer make sense.
Now, they consolidate to stay afloat and create enterprise value—enough to give their investors a shot at liquidity."

This dovetails with what I wrote in my previous emails - AI has made the SaaS landscape even more competitive. First - because there are so many new solutions floating on the market every week. Second - because teams are getting more and more empowered by tools like Lovable to build their own, bespoke solutions. 

I didn't believe this would happen just a few months ago, but now I'm seeing this shift happen in my team.

Six figure price tag for a point solution is not defensible anymore. And in niche B2B SaaS - a ACV below $5000 is a death sentence. You can almost never grow beyond $10m with such low ACV. 

So expensive platforms need to quickly justify their price tag by offering significantly more value.

Being a one-trick pony for one team is not enough. 

You need to go cross-functional, become the go-to platform that can be used by several teams for several use cases, and that provides so much value for so many people that it's essentially impossible to rip-and-replace. 

That's one reason to consolidate. Another is the security risks.

Integration surfaces are being increasingly seen not only as a nuisance, but also - a huge security risk. Nick Malekos recently wrote about it in his newsletter as well.

Every other month we hear about some significant security risk. Recent breaches illustrate this clearly: both Drift and Mixpanel were compromised involving third party integrations.

So now, back to the "Build vs Buy" debate - the idea of each team member being able to build their own stack sounds great in theory. 

But in practice - the hackers are just waiting for your "Rosie from HR"  to upload half of your CRM to chatGPT. Creating "shaddow stack" is a massive security risk that is being exploited more and more. 

Security is the price your team may pay for the "DIY" stack. 

So maybe don't. 

Don't risk it. Choose a platform that caters well to the use cases you need, for a reasonable price. I may know one 😉 

Read more about the shift to consolidated platforms in SaaS in 2026 below 👇

Someone asked me for my projections for 2026 - "Consolidation" is the first word that springs to my mind. I saw this post about 2026 predictions by Ge

Open article: 🟣 The circle of life in SaaS is closing: Watch out for slippery surfaces  by Emilia Korczynska • 4 min read

🟣 The circle of life in SaaS is closing: Watch out for slippery surfaces

If you’re rethinking security of your data with your vendors, you’re not alone. First Drift, now Mixpanel. In the last few months, some of the biggest, most enterprise ready SaaS companies have been in the news for serious security breaches, compromising PIIS. Despite “enterprise ready” security. Despite SOC 2 Type II, ISOs and HIPAA. How??

The latest one was a “smishing” attempt (sms phising - yeah I had to ‘google it’). The previous one was OAuth token theft attack - which investigators believed was caused by either phishing stealing API keys/internal tokens/ or compromised internal systems.

Now - SOC II or ISO couldn’t have prevent any of that. Security certifications indicate the implemented standards (in terms of governance, control, encryption, training, risk assessments), but don’t (and can’t) prevent human error, theft, or impose design and architecture choices like per-tenant OAuth separation or short-lived access tokens.

So - these security can happen. SOC II does not make you immune - and if you think larger players are necessarily more immune to attacks - think twice. 

They are more likely to get attacked in the first place.

So if your procurement is pushing you to choose/ stay with a legacy solution that you don’t really like just because it appears more secure - say ‘no thank you’.

Userpilot has been SOC II Type II, ISO & HIPAA compliant for years too. We’re not claiming we have better security than Mixpanel (you can compare the tools here, including security: https://lnkd.in/dzd_KcKr). But we do offer better value for money:

- We combine analytics + action, so you can immediately trigger in-app onboarding, tooltips, and feature prompts based on user behavior.

- We offer built-in in-app user engagement tools (tours, checklists, spotlights, modals) and email -  something analytics tools alone don’t offer.

- We provide native user feedback collection tools via in-app surveys, NPS, and microsurveys alongside analytics.

- Userpilot is more accessible for product managers and marketers, with a simpler UI and less data-model complexity.

- It offers faster time-to-value, since teams don’t need to manually instrument events or maintain a tracking plan.

- It's designed specifically for product adoption, activation, and onboarding use cases - not just data analysis.

- It offers lower implementation and maintenance overhead, especially for small or mid-sized SaaS teams.

- Userpilot allows immediate experimentation (A/B for in-app flows) without relying on dev resources.

- It's better for driving outcomes, not only measuring them - helping teams improve activation, retention, and feature usage directly.

Meanwhile - are you overpaying for ‘enterprise security’ that doesn’t in fact offer neither a guarantee of security, nor extra functionality in return?

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Ben Williams

Emilia Korczynska

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The Battle

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Emilia Korczynska's LinkedIn Performance

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