3 Keys to a Product-Led Go-to-Market Strategy w/ Jake Sorofman

The Data-Driven Marketer

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4+ y ago 15:03

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Pendo had a fairly simple go-to-marketing plan: build an incredible tool for product teams, focus your content on product teams, and continue to create community around product teams.

At first, VCs doubted the approach, touting that “product teams didn’t have discretionary budget.” But Pendo stayed the course. Now, $206MM in funding later, with 1,600 clients and 400 employees across 6 offices, we’d their customer-centric approach is working.

On this episode, Pendo’s CMO, Jake Sorofman, gives us 3 keys to a go-to-market strategy that creates raging fans.

What we talked about:

Focus on your fanbase. The rest will follow
Don’t stop at a widget. Build a community
Invest heavily in brand
User conferences
Editorial content
Go-to-market strategy
Content marketing
After focusing on their fanbase, every other team became interested

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23 episodes

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