If you are going to over invest in customer success, which I recommend, make sure that you have also set up a process to take the insights that your customer success people are coming up with and turn them into as much content as you can. For us, what that meant was we would talk to a bunch of customers and customer success would have like helped them build bases. And then we would create templates. So we're not exact copies because we're not trying to steal their intellectual property. We would say like, what is the fundamental workflow here that other companies might have? How do we make a template that is useful from this? It will be much easier to come up with genuinely compelling
Zoelle Egner is best known for her time at Airtable (currently valued at $11 billion), where she was the 11th employee and built and led the initial marketing and customer success teams. Currently she’s the Head of Marketing and Growth at Block Party, a company that designs consumer tools for online safety and anti-harassment. In today’s episode, we explore the marketing strategies that helped Airtable punch above its weight and build an established brand. We also dig into how Airtable was able to find its first super-users, how customer success played a key role in getting early traction, and the do’s and don’ts for marketing investments. Zoelle also shares her experience working for VaccinateCA (which ended up playing a massive role in helping get people vaccinated during the pandemic) and several tips for obtaining valuable customer feedback.