Elena Verna on the importance of focusing on team experiences in B2B products:

The key to any successful B2B Product-Led Growth (PLG) strategy lies in connecting end-user adoption to enterprise-level deals. But because B2B PLG often looks like, smells like, and acts like consumer product, it pulls product and marketing teams into a deadly gravitation pull of crafting consumer-like experiences focused solely on the individual value. While acquiring individual users is a natural first step, failing to consider the dire need to connect that individual to a team and a company level value WILL sabotage your future growth.