Pillar
Guides
Plain-English explainers of the terms that trip founders up. PQL, PLG, reverse trial, usage-based pricing.
Where to start
You keep hearing "PQL"
What a product-qualified lead is, and why it converts
Choosing a go-to-market motion
PLG vs sales-led, and why most winners run both
Choosing a pricing model
Free trial vs freemium vs reverse trial, with the numbers
Deciding how to meter the bill
Usage-based vs per-seat, and why usage-based expands faster
What is a reverse trial?
A reverse trial gives new users full premium access for a set window, then downgrades them to a free tier instead of locking them out. How it works, who runs it, what it converts at, and when to use it.
What is usage-based pricing?
Usage-based pricing charges for what customers consume — API calls, gigabytes, events, credits — so the bill scales with usage, not headcount. How it works, why it wins on expansion (~120% vs ~110% NRR), and its real tradeoff.
Free trial vs freemium vs reverse trial: which converts?
Free trials convert highest per signup (opt-in ~18.5%, opt-out ~48.8%), freemium lowest (~2-5%) but at scale, and reverse trial is the hybrid. How to pick, with sourced numbers.
Usage-based vs per-seat pricing: which should you choose?
Per-seat charges per user; usage-based charges per consumption. Usage-based companies post higher net revenue retention (~120% vs ~110%). When each fits, and why many run both.
PLG vs sales-led growth: which fits your product?
Product-led growth lets the product sell; sales-led growth lets people sell. What each means, when each fits, and why most successful B2B companies run both.
What is a PQL (product-qualified lead)?
A product-qualified lead is a user who shows buying intent through real product usage, not marketing engagement. What a PQL is, how it differs from an MQL, and why it converts far better.