Many software-as-a-service (SaaS) organizations have adopted a product-led growth (PLG) strategy as an alternative to a sales-led approach. Although PLG is most often considered a strategy for SaaS-based startups, more established firms across industries should use elements of the approach to complement and enhance traditional sales motions and move toward customer obsession. In this report, we emphasize the importance of PLG for B2B and illustrate how adopting some aspects of the strategy will help deliver offerings customers love — complete with the user-friendly, intuitive, self-serve experiences that drive efficiency and growth.