Marketing Against The Grain $500M Founder Shares Unorthodox Growth Tactics (That Worked!)
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Oct 3, 2024 Varun Anand, Co-founder and COO of Clay, shares his journey building a $500M business through unorthodox growth tactics. He reveals how addressing customer problems in just 30 minutes can enhance user experience. The conversation highlights the transition from traditional support to a dynamic Slack community, emphasizing genuine relationships for growth. Varun also discusses the importance of an engineering mindset in marketing and innovative content distribution strategies to thrive amid competition.
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Clay's Pivot to Go-to-Market
- Varun Anand pivoted Clay's focus to go-to-market use cases after an experiment.
- He emailed 30 people from a sales group and found that only lead gen agency owners understood his product.
Hacky Growth Tactics
- Find potential customers in online communities like Slack and WhatsApp groups.
- Use social listening tools to identify relevant conversations and directly message people discussing problems you can solve.
Community Engagement
- Focus on genuinely helping people in communities by solving their problems directly.
- This approach builds trust and positions you as a valuable resource, regardless of explicit product promotion.
