Sally Kohn: You advise a lot of companies on marketing, customer success, growth and things like that. There's just what are activities that marketing, your growth and customer success teams often do that are impactful? She says they should definitely be doing this. And on the website things that don't work things that maybe they should avoid. So curious how you track that? I guess you just take it with them occasionally. No, I had a CSM's literally like they had really strong relationships. We were actually tracking it. It was a little embarrassing, but it worked really well.Kohn: A lot of people think that like the epitome of product marketing is creating
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.