PLG company: RB2B

Every week, I will feature a PLG company and break down how they win.

Company and Product

RB2B – Website Visitor Conversion

Founded: 2023

Team: 11-50 employees

Funding: Bootstrapped to $5M ARR in 13 months, then $4M funding round (Feb 2025)

Competitors: Warmly, Apollo, Swan AI, Common Room

Industry/Category

B2B SaaS / Website Visitor Identification

Target User Persona

• Primary: B2B marketing and sales teams who want to identify, qualify, and convert on anonymous website visitors

• Secondary: RevOps, demand gen marketers, and GTM agencies needing top-of-funnel optimization

• Specific: Teams need fast outreach, buyer signals, and pipeline

PLG Model Used

Freemium with High-Touch Automation

• Freemium, instant Slack & CRM integration, LinkedIn data, company/enrichment info free up to 150 credits/month

• Paid plans start at $149/month, unlimited credits identifying visitors, and analytics

• Viral growth loops: Every rep alerted to new leads and LinkedIn contacts; pipeline updates shared team-wide.

Time to Value (TTV)

• Immediate (in minutes):

  • Install JS script or connect app, leads start showing up in dashboard and Slack.

  • 70–80% of website traffic identified (person or company-level)

Onboarding Experience

• Add single line of code to your website

• Guided onboarding: in-app tips, Slack/CRM setup, recommended workflows for faster adoption.

• Built-in support, onboarding videos, and self-serve documentation.

Read more about product led growth bumper:

Key Growth Loops / Virality

• Slack Notifications: Every visitor-identified alert in shared channels exposes value to sales, exec, and marketing teams

• Customer Testimonials: Buyers are becoming champions, sharing pipeline wins from RB2B, creating trust and FOMO.

• Building in Public: Adam Robinson, RB2B’s founder, shares wins, challenges, customer stories, and honest behind-the-scenes moments on LinkedIn. His regular posts show real numbers, product decisions, and even mistakes. This transparency builds buzz and a movement in the SaaS and B2B sales communities, inspiring prospects and making customers feel like they are part of the journey.

Read more about Founder Led Marketing:

PLG Compounding Strategy

Every user sees value right away. Leads start showing up in Slack or their CRM just minutes after setup.

New leads are visible to everyone on the team. If a rep gets a win (like booking a meeting), they usually share it and create a viral demand inside the org.

Adam Robinson, the RB2B founder, is front and center talking everywhere online, sharing stories, tips, and company updates on LinkedIn and guest on other podcasts. His posts are honest about what works and what doesn’t, so people pay attention and trust him. New users find RB2B through Adam’s personal content, not just ads.

Because Adam is so hands-on with both sales and marketing, users feel a real connection to the company. Over time, RB2B becomes a daily habit, hard to replace, and the go-to tool for teams that want fast, real-time sales leads.

Read about other PLG Company Highlights:

• Wispr Flow

• MailMaestro

• Tally.so

• Granola.ai

• Tana.inc

• Shortwave

Read what these PLG companies have in common:

P.S. If you have 2 min, please take this three-questions survey about this newsletter for me @ https://tally.so/r/3EaPyl 

New here? Here’s what to expect each week:
- Monday: spotlight a lesser-known PLG company
- Tuesday: my PLG experience
- Wednesday: Memes on product, AI, and marketing
- Thursday: tactical growth tips
- Friday: raw accounts of my startup journey

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I am Gary Yau Chan. 3x Head of Growth. Product Growth specialist. 26x hackathon winner. Building ClarityInbox. I write about #PLG and #BuildInPublic. Please follow me on LinkedIn, or read about what you can hire me for on my Notion page.