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

For more interviews from the Data-Driven Marketer podcast, check us out on Apple Podcasts, or at this link.