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Ahrefs Podcast
Product marketing to $15M ARR | Tomasz Niezgoda (Surfer)
Aug 6, 2024
Tomasz Niezgoda, Head of Marketing at Surfer, an AI-powered content marketing platform, shares insights into the company's rapid growth. He discusses the transformative power of 1:1 onboarding calls and the importance of educational videos for user engagement. The conversation covers strategic home page redesigns and the value of SaaS certifications. Tomasz also emphasizes the crucial balance of quality content and AI tools in marketing, and how personal interactions can elevate brand identity and customer connections.
01:38:30
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Quick takeaways
- Surfer's marketing strategy transitioned from personal onboarding meetings to engaging webinars, effectively increasing user interaction and education.
- Direct communication through personalized onboarding calls has been pivotal in gathering user feedback, directly informing product and marketing strategies.
Deep dives
The Evolution of Product Marketing at Surfer
Surfer’s approach to product marketing has evolved significantly from its early days, where the focus was primarily on direct one-on-one interactions with users. Initially, the team engaged in numerous personal meetings and free consultations to gather feedback, which laid the groundwork for understanding customer needs. Recognizing the potential efficiency of scaling these interactions, they shifted towards product education via webinars and broader content marketing efforts. This transition allowed Surfer to reach more users simultaneously while still maintaining the personalized touch that initially drove customer relationships.
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