Director of Demand Generation: How to Scale PLG Growth that optimizes retention

‍In this guide, you’ll answer:

• Which channels drive subscribers → sign-ups → trials → active users for our PLG motion?
• Where are we saturated—and where can we still buy efficient growth?
• How do we activate Deep Funnel Optimization (DFO) to scale growth and retention fast?

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Diagnose What Is Contributing Beyond Conversion

What to do in RevSure

Open Marketing Mix Module and filter to PLG/Self-serve product segments and the current quarter. Identify what is contributing the most (sign-up → conversion to Pro Tier → Expansion Business Tier).

Golden Nugget

In Q3’25, Baseline dominates Pro-tier conversions (84.1%) and a quarter of Business-tier expansion (25.6%). Email, Brand, and Organic each carry 7–12% of expansion. Google drives sign-ups but contributes ~1–2% to Pro-tier conversions.

Advantage

You’re optimizing for the stages that matter (trial/activation and expansion), not vanity sign-ups.

Action

Keep Google only if it proves trial→active lift; protect/expand channels showing double-digit expansion contribution (Email, Brand, Organic); ignore lanes with 0% downstream impact (e.g., Twitter in this view).

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Test & Calibrate (MMX • Response Curves • Scenario Planner)

What to do in RevSure

Go to Marketing Mix → Response Curve Analysis. Choose Quarterly Spend (e.g., LinkedIn) vs Business-tier expansion/activation metric—overlay recent quarters; toggle ROI curve.

Golden Nugget

The response curve is concave and ROI drops steeply as spend rises; the curve flattens beyond the knee (your tooltip shows ~$876K/quarter driving ~$30.7M expansion value while ROI is much lower than at earlier spend).

Advantage

Prevent overspend in saturated ranges and fund channels on the steep slope where marginal ROI is highest.

Action

Build three scenarios in Marketing Scenario Planner:

• Baseline (current mix)
• Conservative: pull –10%/–20% from LinkedIn above the knee
• Aggressive: cap LinkedIn at the efficient point and shift the delta into Brand/Organic/Email or under-funded regions
• Save all three for RevOps–CMO review.

(Plain-English reminder: sign-ups can be flat/down while expansion rises after a smart reallocation; the model encodes diminishing returns & quality mix.)

Proof it works (PLG example): Agent.ai used MMX to uncover LinkedIn’s hidden assist power, enabling 10× Google spend reduction without losing high-value users and achieving 2.5× ROAS lift signals, by funding the right slope, not the loudest click.

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Show What Is Working and What Is Not With DGE

What to do in RevSure

Open Demand Generation Effectiveness → Detailed Tabular View with Dimension = Campaign Channel and metrics including Expansion ROI, Pro-tier ROI/Value/Volume, Active Users – Free Tier, Sign-Ups, and Spend.

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Activate (Deep Funnel Optimization • Writebacks

What to do in RevSure

Deploy Deep Funnel Optimization (DFO) and wire dynamic scoring + offline conversions back to ad platforms (OCI/CAPI).

Golden Nugget

Your scoring rule adds value when: Lead Status advances Lead→MQL, the user shows Website Visit behavior, and 6sense Account Fit is Moderate/Best Fit—i.e., post-form behavior + fit.

Advantage

Ad algorithms are fed meaningful, value-weighted conversions, so they chase high-fit, activation-prone users—not cheap form fills.

Action

Ship 3–5 high-signal scoring rules like this (stage progression, 6sense fit, key product actions), write them back as custom goals to Google/LinkedIn/Meta, and monitor 2–3 weeks to tune weights. Then enable deanonymization + alerts so Sales/BDR can act on repeat pricing visits and other high-intent behaviors.

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Your first 14-day sprint (PLG)

1. Diagnose – Make the scale/trim calls from the Q3 '25 Contribution by Quarter table (optimize for trial/activation & expansion).
2. Test – Build baseline/conservative/aggressive scenarios; respect saturation from the LinkedIn response curve.
3. Activate – Turn on DFO writebacks (OCI/CAPI) using the Scoring Model rules; add deanonymization + alerts.
4. Monitor – Track trial→active lift and expansion ROI weekly in DGE; iterate weights and budgets.

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Scalable Growth and Enhanced Retention

Ready to turn signals into sustained PLG growth? Activate MMX + DFO and DGE in one loop and scale the channels that create active, retained users,not just sign-ups.

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