Episode 739 | Selling SaaS to Customers Who Don't Know They Have a Problem

28 snips

Nov 12, 2024

Andy Kim, co-founder of Trotto, a SaaS company offering GoLinks, shares his journey into the SaaS world. He discusses how GoLinks serve as powerful tools for internal organizational efficiency, often overlooked in marketing. Andy highlights the challenges of educating customers about their needs, navigating customer adoption, and creating a repeatable marketing funnel. He also dives into the complexities of building trust in SaaS startups and the crucial role of community support and skilled hiring in overcoming obstacles.

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ANECDOTE

What are GoLinks?

Andy Kim, co-founder of Trotto, explains GoLinks as URL shorteners for internal enterprise use.
They function like Bitly but are restricted to users within the same organization.

ANECDOTE

GoLinks Origin

GoLinks originated at Google to simplify internal link sharing.
Employees at other large tech companies adopted the system after leaving Google.

INSIGHT

GoLink Adoption

GoLink adoption within companies often reaches 70%.
Power users drive initial adoption, then it becomes integrated into daily workflows.

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In episode 739, Rob Walling interviews Andy Kim, co-founder of Trotto, about his unique journey into SaaS. Andy shares how “go links” work, and why they are so valuable for internal, enterprise use despite their relative obscurity. They also explore the marketing hurdles and customer adoption challenges in a business like Trotto.

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Topics we cover:

3:13 – Go links, URL shorteners for enterprise
6:14 – History of the problem and core users
9:44 – Customer education and growth opportunities
15:37 – Finding the repeatable marketing funnel
21:07 – Buying into a co-founder role at Trotto
24:42 – What’s the hardest part of running Trotto?

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If you have questions about starting or scaling a software business that you’d like for us to cover, please submit your question for an upcoming episode. We’d love to hear from you!

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