The Official SaaStr Podcast: SaaS | Founders | Investors SaaStr 534: Marketing Secrets to Hypergrowth from Building Elastic, Zuora, and Segment
Mar 2, 2022
Join marketing experts Katrina Wong, VP at Segment, and Jeffrey Yoshimura, CMO at Snyk, as they unveil marketing secrets for hypergrowth. They dive into the challenges of category creation in tech and share insights on data-driven strategies. Discover how to build vibrant user communities that boost conversion rates and the value of experimentation in marketing. With a focus on collaboration between marketing and sales, they emphasize the power of storytelling in crafting compelling messages that resonate.
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Category Creation
- Consider category creation if no existing category truly reflects your product.
- Listen to customer feedback and market signals when defining your category.
User-Centric Category Creation
- Focus on solving user problems rather than blindly following category creation trends.
- Start with user needs, and if no existing category fits, then define a new one.
Unconventional Marketing at Elastic
- At Elastic, unconventional marketing tactics like featuring webinars on the homepage banner proved successful.
- This resonated with their target audience of developers.