I'm a little bit of a product snob. I really care about telling stories and like helping people to understand new or novel things. So in practice, what that means is I often end up working at companies that are in a position to really punch above their weight from a brand perspective. They're typically much lower head count than you would ever expect. But I've been able to sort of put together a brand or an experience that allows people to invest themselves into the company with a high level of trust. We have all the things in place where we can take this seriously but don't be afraid to spend six figures on it. Has tremendous dividends when you're in a business that's
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.