Zoelle Egner

Guest: Zoelle Egner - Head of Marketing and Growth at Block Party. Zoelle was one of the earliest employees at Airtable, where she led their early marketing and customer success teams, helping the company grow significantly. She has also advised numerous startups on marketing and growth strategies. Key Takeaways: Punching Above Your Weight: Small startups can appear larger and more credible by focusing on high-quality, polished communications and branding. This includes well-crafted emails, landing pages, and even strategic use of billboards to signal legitimacy. Customer Success as a Growth Lever: Investing early in customer success can drive significant growth, especially in B2B SaaS. It helps in building champions within companies who can evangelize the product internally. Effective Use of Templates: While templates can narrow the surface area for users and aid in customer success, they should not be relied upon solely for top-of-funnel acquisition unless there's a robust SEO strategy in place. Strategic PR and Launches: PR should be used strategically for credibility, particularly in hiring and improving cold outreach response rates. Launches should focus on creating momentum and staying top of mind rather than just media coverage. Invest in Community and Profession Elevation: Instead of creating a new product category, focus on elevating a profession, which can create a strong community and brand loyalty. Topics Covered: Airtable's growth strategy, customer success, marketing tactics, PR and launches, the importance of templates, investing in community, and profession elevation.