Acquisition
No self-serve growth loopNew customers came mainly from in-person immersions and buyers of another G4 product. Skills needed a PLG motion of its own.
02 / G4 Educação · B2B / B2C SaaS · Education
One product. Three broken loops.
As Head of Product for Skills, I led a cross-functional team across Product Management, Product Design, Content, Software Engineering, Technology Leadership and Data Analytics. The B2B/B2C education SaaS served 18,000+ users and approximately 4,000 daily active users. Our work connected product strategy, personalization and PLG to three linked constraints: acquisition, activation and retention.
Retention
<100h in the libraryStrategic content was the thinnest layer. Tier 2 and 3 SMB buyers consumed it quickly and began considering churn after two to three months.
Activation
39% without login by day 15The loss started before value was experienced: 26% did not open the first-week email; by day 15, 39% had not completed onboarding and login.
The operating thesis
Build the flywheel, not another campaign.
The thesis connected Technology and Education across one portfolio: Online and Immersions create reach and authority; Skills and Workshops deepen recurring value; the experience produces signals that improve recommendations, conversion and the next cycle of content.
TechnologyEducationHigh ticketLow ticketOnlineImmersionsWorkshopsSkillsOne-stop shopExperienceRecurrenceRevenue OpsPLGFlywheel››››
What changed
Four mechanisms, designed as one system.
Assessment as the PLG hook
The AI Individual Assessment identified capability gaps and routed each user to specific classes. A 30-day freemium path turned the diagnosis into an acquisition and activation mechanism.
Activation became an operation
Customer Success began reviewing activation every week and intervening before users disappeared. The share without login by day 15 fell from 39% to 4%.
Content depth became retention
The roadmap called for 100 additional hours, weighted toward strategic and tactical content, where buyer value and retention risk were concentrated.
The portfolio became a supply loop
A partnership with the Online unit allowed proven content to move into Skills after an availability window, increasing supply without rebuilding every asset from zero.
Collective outcomes
A connected journey, built and improved by the team.
We delivered the AI-powered Individual Assessment in under 45 days and integrated it with onboarding and the recommendation engine. Within the broader PLG strategy, the initiative contributed to +25% engagement and +30% visitor-to-lead conversion. These results reflect the combined work of Product, Engineering, Design, Data, Sales, Content, Growth and Customer Success.
users without login by day 15
Invited users; activation tracked with Customer SuccessAI assessment delivery
Delivered with the teamvisitor-to-lead conversion
reported liftengagement
reported liftcontent production plan
strategic and tactical priorityfreemium window
assessment-led PLG entry