Why self-serve outperforms outbound marketing — Russ Heddleston // DocSend at Dropbox
- Part 1Creating a new product category — Russ Heddleston // DocSend at Dropbox
- Part 2 Why self-serve outperforms outbound marketing — Russ Heddleston // DocSend at Dropbox
Show Notes
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02:38Building your marketing into the productToday, companies are looking at how they can grow more efficiently while spending less. And this boils down to choosing the right marketing channels for your products value proposition.
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04:29Marketing a new product categoryBuild products that work for your end users and that theyll share with others. Also, ensure the process is easy to go from getting set up with the product to actually running the product.
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08:02Building a sharing mechanism into your productWord of mouth is the number one channel for DocSend currently. And this is the result of creating an unobtrusive product built for the end user, which makes it an easy to recommend product.
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12:13The land and expand strategyIf the CEO of a company uses a product, and recommends it to staff, the product will be adopted. This is an opportunity for growth as the product expands into other areas of the business.
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13:30How DocSend measures marketingThey look at the number of link active users do they have per month. Ultimately, the more usage DocSend receives, the more people will become exposed to it.
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14:45Predictive analysis and dataDocSend tracks how many of their signups come from reading their content. Existing customers are also tracked based on how many of them are engaging with the content DocSend creates.
Quotes
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"We raised less than 15 million for DocSend and sold the company for 165 million. Dropbox published that they bought it for 11 X-ARR at the time. So everyone made money. It was great." -Russ Heddleston, CEO, DocSend
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"If you're building a product that is a new category, you only have the one option which is to do product-led growth early on, unless you're going to do outbound enterprise sales." -Russ Heddleston, CEO, DocSend
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"Most people have assumed that DocSend's biggest channel is viral growth. But, word of mouth is a bigger channel. And a lot of that comes from building a product that works for the end user." -Russ Heddleston, CEO, DocSend
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"Focus on building a product that delights a customer. Then, make it easy if they tell someone else about it, so that they can get up and running with the product in no time." -Russ Heddleston, CEO, DocSend
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"Our personal plan is $10 a month and our advanced plan is $150 bucks a month. We keep a cheap price point so people can play around with it and see if it's a good fit for them." -Russ Heddleston, CEO, DocSend
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"Our most common buyer and user is the CEO. If the CEO's using it, and the CEO says, sales team, you should use this product. They're probably going to use the product." -Russ Heddleston, CEO, DocSend
- Part 1Creating a new product category — Russ Heddleston // DocSend at Dropbox
- Part 2 Why self-serve outperforms outbound marketing — Russ Heddleston // DocSend at Dropbox
Up Next:
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Part 1Creating a new product category — Russ Heddleston // DocSend at Dropbox
Russ Heddleston, Co-Founder & CEO at DocSend, talks about how to create a category or a new market. When bringing a new product to market, it's easy for us to get caught up trying to make it the most optimal for a specific target audience. DocSend turned that concept on its head completely and launched the product first, then saw who was using it, and doubled down on their marketing efforts in those areas. Today, Russ discusses creating a new product category.
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Part 2Why self-serve outperforms outbound marketing — Russ Heddleston // DocSend at Dropbox
Russ Heddleston, Co-Founder & CEO at DocSend, talks about how to create a category or a new market. There’s no denying that organic growth takes time to scale whether it's SEO or product-led growth. However, building in the sharing aspect into your product from the start sets you up for success and kick starts the growth of your organic growth channels. Today, Russ discusses why self-serve outperforms outbound marketing.
