Category go-to-market playbooks
22 data-backed questions on Category go-to-market playbooks, from Lazyweb Research — each answer cites proprietary analysis of real, in-market app screens.
What is the go-to-market playbook for news apps?
All 45 news apps in Lazyweb's growth-engine corpus grow on content and SEO (100%), and 86.7% also run paid performance marketing [1]. Zero run PLG or a B2B sales motion — there is no self-serve 'prod…
Read page TLDRAre health and fitness apps product-led or sales-led?
Health and fitness apps are overwhelmingly product-led: 95.5% of the 44 tracked apps (42 companies) run self-serve PLG, and just 2.3% touch any sales motion [1]. Almost all of them (97.7%) also grow…
Read page TLDRAre productivity apps product-led or sales-led?
Productivity apps are primarily product-led but keep a real sales option: 57.1% of the 42 tracked apps run self-serve PLG while 26.2% run a sales or product-led-sales (PLS) motion — the highest sales…
Read page TLDRWhat is the go-to-market playbook for shopping apps?
Every one of the 33 tracked shopping apps runs paid performance marketing (100%), and PR (25 of 33) and social media (23 of 33) fill out the top three [1]. Self-serve PLG (6.1%), word of mouth (9.1%)…
Read page TLDRWhat is the go-to-market playbook for travel apps?
All 33 tracked travel apps run paid performance marketing (100%), with PR (25 of 33) and social media (21 of 33) rounding out the top three [1]. No travel app in this sample runs a sales motion, and…
Read page TLDRAre finance apps product-led or sales-led?
Finance apps are product-led at the top but paid at the door: 61.3% of the 31 tracked apps run self-serve PLG, while 100% also run paid performance marketing and 0% run a sales motion [1]. Channel/pa…
Read page TLDRWhat is the go-to-market playbook for social networking apps?
Social networking apps grow on network effects and word of mouth: 90.0% of the 30 tracked apps cite word of mouth and 29 of 30 cite network effects, the defining engine of the category [1]. Paid supp…
Read page TLDRAre education apps product-led or sales-led?
Education apps are strongly product-led with a word-of-mouth core: all 28 tracked apps cite word of mouth (100%) and 75.0% run self-serve PLG, while 17.9% run a sales or PLS motion for institutional…
Read page TLDRWhat is the go-to-market playbook for lifestyle apps?
Lifestyle apps have the most balanced, PR-forward playbook in the corpus: PR leads (15 of 26), paid reaches 46.2%, word of mouth 38.5%, and no single engine dominates [1]. Self-serve PLG (3.8%) and s…
Read page TLDRWhat is the go-to-market playbook for entertainment apps?
Entertainment apps grow on content and paid: 64.0% of the 25 tracked apps cite content-led/SEO and 60.0% run paid performance marketing, with PR also strong (16 of 25) [1]. PLG and sales are both at…
Read page TLDRWhat is the go-to-market playbook for magazine and newspaper apps?
All 25 tracked magazine and newspaper apps grow on content/SEO (100%) and 88.0% run paid performance marketing [1]. Like news, they run 0% PLG and 0% sales — the funnel is editorial discovery plus pa…
Read page TLDRAre utility apps product-led or sales-led?
Utility apps are product-led and word-of-mouth-driven: all 23 tracked apps cite word of mouth (100%) and 43.5% run self-serve PLG, with 0% running any sales motion [1]. Hardware/distribution bundling…
Read page TLDRWhat is the go-to-market playbook for food and drink apps?
Food and drink apps grow on social media, PR, and paid: social media and PR tie at the top (15 of 23 each) and paid reaches 56.5% [1]. Self-serve PLG (4.3%) and sales (8.7%) are marginal — these are…
Read page TLDRWhat is the go-to-market playbook for music apps?
Music apps grow on PR, content, and paid: PR leads (13 of 22), with content-led/SEO and paid tied at 45.5% each [1]. Self-serve PLG (9.1%) is minor and sales-led is at 0% — discovery and brand, not a…
Read page TLDRWhat is the go-to-market playbook for navigation apps?
Navigation apps run on paid and product: 63.6% of the 22 tracked apps run paid performance marketing and 36.4% run self-serve PLG, with 0% content and 0% sales [1]. PR is prominent (13 of 22) [1]. Th…
Read page TLDRWhat is the go-to-market playbook for sports apps?
Sports apps grow on PR, network effects, and word of mouth: PR leads (12 of 20), and network effects (11 of 20) and word of mouth (55.0%) round out the top three [1]. Paid supports 40.0%, PLG reaches…
Read page TLDRWhat is the go-to-market playbook for photo and video apps?
Photo and video apps are PR-led with a real self-serve product motion: PR is the top engine (14 of 18 apps, 77.8%), self-serve PLG follows (9 of 18, 50.0%), and paid rounds out the top three (7 of 18…
Read page TLDRWhat is the go-to-market playbook for medical apps?
Medical apps grow through partnerships and distribution, not a self-serve funnel: channel/partnership-led and PR tie as the top engines (10 of 17 apps each, 58.8%), and hardware/distribution bundling…
Read page TLDRWhat is the go-to-market playbook for reference apps?
Reference apps grow on content and PR with a network-effects tail: content-led/SEO is universal (13 of 13 apps, 100%), PR reaches 11 of 13 (84.6%), and network effects appear in 9 of 13 (69.2%) [1].…
Read page TLDRWhat is the go-to-market playbook for book and reading apps?
Book and reading apps grow on content with community loops: content-led/SEO is universal (12 of 12 apps, 100%), and network effects and word of mouth tie behind it (7 of 12 each, 58.3%) [1]. The play…
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