Heap's transition to a Product-Led Growth (PLG) strategy over the past two years has involved refining its approach to leverage the product itself as a primary driver of business growth and customer acquisition. By initially focusing on a self-serve checkout functionality, Heap enabled customers to purchase products with minimal human interaction, thus increasing scalability and reducing customer acquisition costs. The company enhanced its existing free trial and free tier offerings, which led to increased trial activation rates and created a significant pool of users who eventually converted to paid plans. Heap's PLG strategy also incorporated Product Qualified Leads (PQLs) and Expansion Product Qualified Leads (ePQLs) to empower the sales team with high-converting leads. Throughout the journey, Heap faced challenges such as the need to expand its target market beyond small and medium-sized businesses in the United States and ensuring cross-functional collaboration across departments. Despite these hurdles, the PLG motion has contributed significantly to customer acquisition and revenue growth, demonstrating the potential for PLG to accelerate various aspects of the business.