Growing self-serve from 0 to 70%+: Inside Deputy's PLG strategy for shift workers

Deputy, a shift-worker management software company, scaled self-serve customer conversions from 0 to 70%+ over three years by implementing strategic product-led growth (PLG) tactics, including mobile optimization and nurture email programs. The case study reveals how focusing on employee-driven referrals and virality while enabling the sales team to concentrate on mid-market accounts (like Ace Hardware and Five Guys) drove significant business growth. Deputy achieved $100 million AUD in ARR by December 2022 through this integrated PLG and sales motion.