Claire Butler

Guest: Claire Butler - First GTM hire at Figma. Claire joined Figma while it was still in stealth mode as its 10th employee and first marketing hire. She led Figma's original launch, go-to-market strategy, branding, and messaging, and continues to lead their growth efforts. Key Takeaways: Build Credibility: Avoid traditional marketing for technical audiences. Focus on technical content that resonates deeply with users, leveraging the expertise of designers and engineers to create authentic and credible communication. Customer Co-Creation: Engage directly with users to build the product, addressing their needs and incorporating feedback. This builds a strong relationship and sense of ownership among users. Leverage Existing Communities: Identify where your target audience already congregates (e.g., Twitter for designers) and engage them there, rather than trying to pull them into new spaces. Transparency and Authenticity: Maintain open communication with users, especially during challenging times, to build trust and loyalty. Facilitate Internal Spread: Make it easy for users to share and collaborate within their organizations without immediate paywalls, supporting organic growth and adoption. Topics Covered: Figma's early days, bottom-up go-to-market strategy, building credibility, customer co-creation, leveraging existing communities, transparency, facilitating internal product spread, scaling go-to-market efforts.