# Category go-to-market playbooks Source: Lazyweb Research 22 data-backed questions on Category go-to-market playbooks. HTML: https://www.lazyweb.com/research/category/category-go-to-market-playbooks Markdown: https://www.lazyweb.com/research/category/category-go-to-market-playbooks.md ## Questions - [What is the go-to-market playbook for news apps?](https://www.lazyweb.com/research/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… - [Are health and fitness apps product-led or sales-led?](https://www.lazyweb.com/research/are-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… - [Are productivity apps product-led or sales-led?](https://www.lazyweb.com/research/are-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… - [What is the go-to-market playbook for shopping apps?](https://www.lazyweb.com/research/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%)… - [What is the go-to-market playbook for travel apps?](https://www.lazyweb.com/research/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… - [Are finance apps product-led or sales-led?](https://www.lazyweb.com/research/are-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… - [What is the go-to-market playbook for social networking apps?](https://www.lazyweb.com/research/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… - [Are education apps product-led or sales-led?](https://www.lazyweb.com/research/are-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… - [What is the go-to-market playbook for lifestyle apps?](https://www.lazyweb.com/research/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… - [What is the go-to-market playbook for entertainment apps?](https://www.lazyweb.com/research/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… - [What is the go-to-market playbook for magazine and newspaper apps?](https://www.lazyweb.com/research/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… - [Are utility apps product-led or sales-led?](https://www.lazyweb.com/research/are-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… - [What is the go-to-market playbook for food and drink apps?](https://www.lazyweb.com/research/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… - [What is the go-to-market playbook for music apps?](https://www.lazyweb.com/research/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… - [What is the go-to-market playbook for navigation apps?](https://www.lazyweb.com/research/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… - [What is the go-to-market playbook for sports apps?](https://www.lazyweb.com/research/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… - [What is the go-to-market playbook for photo and video apps?](https://www.lazyweb.com/research/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… - [What is the go-to-market playbook for medical apps?](https://www.lazyweb.com/research/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… - [What is the go-to-market playbook for reference apps?](https://www.lazyweb.com/research/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].… - [What is the go-to-market playbook for book and reading apps?](https://www.lazyweb.com/research/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… - [Are weather apps product-led or sales-led?](https://www.lazyweb.com/research/are-weather-apps-product-led-or-sales-led) Weather apps are product-led, not sales-led: paid performance marketing and self-serve PLG tie as the top engines (8 of 12 apps each, 66.7%), with PR a distant third (3 of 12, 25.0%) [1]. No sales mo… - [Are graphics and design apps product-led or sales-led?](https://www.lazyweb.com/research/are-graphics-and-design-apps-product-led-or-sales-led) Graphics and design apps are decisively product-led: self-serve PLG is the top engine at 10 of 11 apps (90.9%), followed by UGC/creator-led (5 of 11, 45.5%) and PR (3 of 11, 27.3%) [1]. No sales moti…