Your product has two very different buyers sitting on your homepage right now:
Buyer A: Individual contributor who wants to try your product immediately, sign up with a credit card, and start using it without talking to anyone.
Buyer B: Enterprise IT Director who needs to see security docs, understand compliance certifications, talk to sales about procurement, and get executive buy-in before committing.
Traditional positioning picks one audience and optimizes for them. But PLG companies can't afford to choose—you need both. Self-serve users provide efficient growth and prove product value. Enterprise buyers provide the contract sizes that build sustainable businesses.
The challenge: messaging that works for self-serve DIY buyers often scares away enterprise buyers (looks too simple, too cheap). Messaging that works for enterprise buyers creates friction for self-serve users (looks too complex, too sales-heavy).
After positioning multiple PLG products for hybrid audiences, I've learned: the best companies don't split the difference. They create distinct positioning tracks that serve each audience separately while maintaining brand coherence.
Here's how to position PLG products for both self-serve and enterprise buyers.
Why One-Size-Fits-All Positioning Fails
The tempting approach: create middle-ground messaging that speaks to everyone.
Example: "The collaboration platform for teams of all sizes"
This satisfies no one:
- Self-serve buyers think "sounds enterprise-y and expensive"
- Enterprise buyers think "sounds like a toy for small teams"
The fundamental tension:
Self-serve buyers want:
- Instant access (no sales calls)
- Simple, clear pricing
- Quick time-to-value
- Low commitment
- DIY implementation
Enterprise buyers want:
- Security and compliance proof
- Implementation support
- Integration capabilities
- Volume pricing and custom contracts
- Dedicated support and SLAs
These aren't just different preferences—they're opposing requirements. Your positioning must address both without compromising either.
The Dual-Track Positioning Framework
Instead of one positioning statement, create two complementary tracks:
Track 1: Product-First Positioning (Self-Serve)
This is the positioning most users see by default. It emphasizes product capabilities, ease of use, and value delivered.
Structure:
- Lead with outcome: "Create and share [thing] in minutes"
- Emphasize speed: "Get started free in 60 seconds"
- Show product: Screenshots, interactive demos, immediate access
- Social proof: User testimonials, signup numbers, community size
Example (Figma-style): "Design collaboration that just works. Create, share, and iterate with your team—no downloads, no complexity. Free to start."
This positioning speaks to:
- Individual contributors evaluating tools
- Small teams making fast decisions
- Users who want to try before committing
- People who prefer self-serve experiences
Track 2: Business-First Positioning (Enterprise)
This positioning appears when enterprise signals are detected (company email domains, enterprise pricing page visits, contact sales clicks).
Structure:
- Lead with business value: "Help [companies like yours] achieve [business outcome]"
- Emphasize scale: "Trusted by [impressive customer names]"
- Address concerns: Security, compliance, integration, support
- Social proof: Enterprise logos, case studies, ROI metrics
Example (Figma-style, enterprise variant): "Enterprise design systems that scale. Used by teams at Uber, Microsoft, and Airbnb to design products faster with consistency and control."
This positioning speaks to:
- IT/security evaluators
- Executive budget approvers
- Procurement teams
- Companies with complex requirements
The Website Navigation Strategy
Your navigation structure should serve both audiences without forcing them down the wrong path:
For self-serve audience:
- Primary CTA: "Start free" or "Try it now"
- Navigation: Product, Pricing, Resources
- Hero section: Product demo/screenshot
- Secondary CTA: "See how it works" (demo video)
For enterprise audience:
- Secondary CTA: "Contact sales" or "Book demo"
- Footer navigation: Enterprise, Security, Integrations
- Separate enterprise section addressing their needs
- Customer logos and case studies prominent
The progressive disclosure approach:
Homepage default: Product-first positioning with self-serve CTA
After enterprise signals: Show enterprise messaging
- Visitors from enterprise domains see modified hero
- Visitors who click "Enterprise" see dedicated section
- Pricing page visitors see "Talk to sales" for custom plans
Example (Slack's approach):
- Default homepage: "Where work happens" with free trial CTA
- Enterprise link in navigation goes to separate page
- Enterprise page: Different hero, enterprise logos, security/compliance emphasis
- Pricing page: Free and paid self-serve options + "Contact us" for Enterprise Grid
The Pricing Page Positioning Challenge
Pricing pages must serve both audiences simultaneously:
Self-serve section:
- Clear monthly/annual pricing
- Feature comparison table
- "Start free trial" CTAs
- Self-serve checkout flow
Enterprise section:
- "Contact sales for custom pricing"
- Enterprise features list (SSO, SAML, dedicated support)
- Enterprise customer logos
- Security/compliance badges
The positioning language:
For self-serve tiers:
- "Perfect for individuals and small teams"
- "Everything you need to get started"
- "Scale as you grow"
For enterprise tier:
- "Built for organizations with advanced security and compliance requirements"
- "Dedicated support and SLA guarantees"
- "Custom deployment and implementation"
Critical: Don't make enterprise feel like "the only real option" or self-serve feel like "the cheap option." Both are legitimate paths to value.
The Feature Positioning Matrix
Some features appeal to both audiences but need different positioning:
Example: Collaboration Features
Self-serve positioning: "Invite teammates instantly—no setup required. Share your work and get feedback in real-time."
Enterprise positioning: "Centralized collaboration with granular permissions, audit logs, and guest access controls. Maintain security while enabling cross-team collaboration."
Same feature, different value propositions:
- Self-serve emphasizes ease and speed
- Enterprise emphasizes control and security
Example: Integrations
Self-serve positioning: "Connect with the tools you already use. Set up integrations in minutes with pre-built connectors."
Enterprise positioning: "Enterprise-grade integrations with SSO, SAML, SCIM provisioning, and API access for custom workflows. Work within your existing tech stack with IT-approved connections."
The Content Strategy Split
Create content tracks for each audience:
Self-serve content:
- How-to guides and tutorials
- Use case templates
- Community forums and user-generated content
- Blog posts about productivity and collaboration
Enterprise content:
- Security whitepapers
- Compliance documentation (SOC 2, GDPR, HIPAA)
- ROI calculators and business case templates
- Case studies featuring enterprise deployments
Shared content:
- Product updates and roadmap
- Integration announcements
- Industry trends and thought leadership
Different audiences consume different content. Make both available without forcing self-serve users through enterprise content or vice versa.
The Sales vs. Self-Serve Hand-off
When should you transition self-serve users to sales conversations?
Signals to introduce sales:
- User from enterprise account (500+ employees)
- Multiple stakeholders from same company using product
- Questions about security, compliance, or custom contracts
- Usage hitting limits that suggest team-wide deployment
- Request for enterprise features (SSO, SAML, admin controls)
How to position the transition:
Bad: "You need to talk to sales to continue" (Feels like friction and gatekeeping)
Good: "Looking to roll this out company-wide? Let's connect you with a specialist who can help with deployment planning and custom pricing." (Feels like value-add, not requirement)
Common PLG Positioning Mistakes
Mistake 1: Enterprise messaging on homepage
Leading with "Enterprise-grade security and compliance" scares away self-serve users who think "this isn't for me."
Mistake 2: Hiding enterprise completely
No enterprise section or "Contact sales" option makes enterprise buyers think you can't serve their needs.
Mistake 3: Apologizing for self-serve
Positioning self-serve as "the simple version" implies it's less capable. Don't apologize—emphasize appropriate use cases.
Mistake 4: Inconsistent brand voice
Self-serve messaging is casual and friendly. Enterprise messaging is corporate and formal. Pick a brand voice and maintain it across both tracks.
Mistake 5: Feature parity confusion
Unclear which features are self-serve vs. enterprise creates confusion. Make tier differentiation crystal clear.
The Messaging Hierarchy
Structure your messaging like concentric circles:
Core positioning (innermost): Universal value prop that applies to all users "The collaborative design platform"
Audience-specific positioning (middle): Tailored to self-serve vs. enterprise
- Self-serve: "Design together, from anywhere, for free"
- Enterprise: "Enterprise design systems at scale"
Use-case positioning (outer): Specific to roles and scenarios
- Designer: "Build beautiful interfaces faster"
- Product manager: "Bring product ideas to life"
- Developer: "Streamline design handoff"
Everyone gets the core message. Specific audiences get deeper positioning that resonates with their needs.
Measuring Positioning Effectiveness
For self-serve track:
- Free trial signup rate
- Time from homepage to signup
- Self-serve conversion to paid
- Product adoption metrics
For enterprise track:
- Enterprise page engagement
- Sales inquiry volume from target accounts
- Win rate on enterprise deals
- Deal size and contract value
For overall positioning:
- Audience mix (what % self-serve vs. enterprise)
- Message resonance testing (surveys, A/B tests)
- Customer feedback on "did our positioning match your expectations?"
The Reality
PLG positioning is harder than traditional positioning because you're serving two audiences with fundamentally different buying behaviors.
But get it right and you unlock the holy grail: efficient self-serve growth that proves product value + enterprise deals that drive sustainable revenue.
The key is designing distinct positioning tracks that serve each audience appropriately while maintaining coherent brand identity.
Don't make self-serve users feel like second-class customers. Don't make enterprise buyers feel like your product isn't serious enough for them.
Build positioning that welcomes both. That's how PLG companies scale to $100M+ ARR.