> PLG and pricing consulting for B2B SaaS: product-led growth for buyers who send AI agents first, and pricing beyond the seat. Start with a free Growth X-ray. > > Canonical: https://samawezec.com PLG + PRICING CONSULTING FOR B2B SAAS # Turn every user into revenue, human or agent. I was on HubSpot's founding PLG team and led product growth at GitLab through IPO. I help B2B SaaS teams rebuild product-led growth for buyers who send AI agents first, and move pricing beyond the seat without breaking retention. [Run a free Growth X-ray](https://samawezec.com/xray) [Book a 30-minute call](https://meetings.hubspot.com/sam-awezec/advisory-call) About a minute. Public data only. See your funnel and pricing the way I would before we ever talk. OPERATOR AT HubSpot GitLab Astronomer DigiCert Reforge $0 to $100M+ ARR on HubSpot's freemium product, founding team +200% New-user activation at Astronomer +300% Free-to-paid conversion at Astronomer 3 exits 2 IPOs and 1 acquisition WHY NOW ## The buyer changed. So did the unit of value. 01 · PLG ### Agents are your newest evaluators. Buyers send AI agents to compare products, read docs and start trials before a person logs in. Most signup flows weren't built for them. 02 · PLG ### Value has to land in seconds. AI-native competitors deliver a result on the first screen. Onboarding that takes a session now loses to one that takes a prompt. 03 · PRICING ### Agents shrink seat counts. When one person with an AI agent does the work of five, per-seat revenue shrinks even while usage grows. 04 · PRICING ### AI features carry real COGS. Every inference costs you money. Flat prices let your heaviest users eat your margin. WHAT I DO ## Two practices. One revenue system. Signup, activation, the free plan, the paywall, packaging and expansion are one path. Fix the funnel and the pricing has something to monetize. Fix the pricing and the funnel has somewhere to lead. 1. Signup 2. Activation 3. Free plan 4. Paywall 5. Packaging 6. Expansion PRACTICE 1 · PLG IN THE AI ERA ### Build for humans and agents. Your product now has two kinds of first-time user. I design the path so both reach value fast and convert. - Activation and onboarding that reach value in minutes - Agent-readable signup, docs, pricing and trials - Free plan and paywall design - PQLs with AI-assisted scoring, from self-serve to sales - Experimentation systems that compound Built the PQL motion at HubSpot and GitLab. +200% activation at Astronomer. PRACTICE 2 · PRICING BEYOND THE SEAT ### Move to usage without breaking retention. The averages always look fine. I model what happens to each account before you launch, then help you run the change. - Seat-to-usage and hybrid pricing migrations - Packaging and credits for AI features - Account-level winners and losers, before launch - Migration plans, grandfathering and customer messaging - Ongoing monitoring: bill shock, NRR, plan adoption Multi-million dollar revenue impact from pricing model changes. THE FREE WAY IN ## See what I'd see, before we ever talk. The Growth X-ray sends a person and an AI agent through your signup, then prices you against three competitors. You get a one-page read on both practices, plus a hypothesis I'd test for each. If something is worth fixing, we start our first conversation from it. If not, you keep the report. [Run a free Growth X-ray](https://samawezec.com/xray) [See a sample report](https://samawezec.com/xray/sample) HOW WE'D WORK TOGETHER ## Shaped around what's stuck, not a package. [How engagements work](https://samawezec.com/work-with-me) 01 · OPTIONAL, FREE ### Run a Growth X-ray See your funnel, agent path and pricing from the outside, so our first conversation starts with real findings. 02 · 30 MINUTES ### Talk through what's stuck The number you're trying to move, what you've tried, and what your team can own. I'll tell you honestly if I'm the right fit. 03 · A SHORT PROPOSAL ### Shape the work together From a short diagnostic, to a focused PLG or pricing project, to ongoing advising. Scope and price in writing within a few days. Your data stays in your warehouse. Deeper work runs on open queries your team executes, and only aggregate tables are shared with me. FOR VC PLATFORM AND PE VALUE-CREATION TEAMS ## Growth and pricing in the AI era: a free 60-minute session for your portfolio. Which companies are invisible to agent buyers, which carry the most seat exposure, and what each should do first. Every attending company gets its own Growth X-ray. [Book a portfolio session](https://meetings.hubspot.com/sam-awezec/advisory-call) ABOUT ## Twelve years building the path from free user to revenue. On HubSpot's founding freemium team I built the original PQL motion, from zero to $100M+ in ARR. At GitLab I led product growth through IPO and built the company-wide experimentation framework. At Astronomer I led product growth and built the activation and conversion systems the team still runs on. Now, as Head of Product Growth at DigiCert, I'm bringing its products onto a single platform built for self-serve expansion. I still build AI products of my own, including agent-facing ones. It keeps my advice grounded in what shipping for agents actually takes. I take 2 to 3 clients at a time so every engagement gets real depth. GitLab IPO, Nasdaq billboard U.S. Dept. of Defense ESGR Patriot Award East Coast, USA [More about me](https://samawezec.com/about) LET'S TALK ## Tell me where revenue is leaking. I'll tell you where I'd start. Thirty minutes, no deck. If I'm not the right fit, I'll say so and point you to who is. [Book a 30-minute call](https://meetings.hubspot.com/sam-awezec/advisory-call) [Message me on LinkedIn](https://www.linkedin.com/in/samawezec/) START HERE · FREE ### Get a Growth X-ray Results in about a minute. My notes follow within 48 hours.