Has anyone seen great examples of b2b companies taking a direct to user approach in their messaging/marketing vs just buyer?

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2 Answers

James Winter

Telescope Partners Head of Marketing | Formerly Nexmo, Dialpad, Aspire, Brandfolder • 9y

My previous company, Dialpad, sort of tried to take that approach. tbh I have mixed feelings on it and don't think it was the right approach for the business. I think there are very specific situations where it can work mostly when a grassroots movement starts among users and displaces something that can provide value to an individual regardless of how many other users are on the platform. For example, dropbox: individual users can sign up and get a great amount of value even if nobody else is o ...Read More

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Rachel Cheyfitz

Visual Layer S.Director of Product Marketing | Formerly Lytx, Cisco, Snyk, Lightrun, Comeet,Coro • 3y

This is a huge factor in PLG (product-led growth) and is typically done through in-app communication, more "informal" social media vis-a-vis the type of platform and/or the language that's used, blogs that target individual professionals by providing thought leadership, freemium subscriptions (NOT free trials) and more. This is done a lot actually, and more-and-more.

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Derek Frome

Ouster Vice President Marketing • 9y

+1 to that James and I'd add that targeting a specific type of business user can work if that business user has outsized influence relative to their title, e.g. software developers. Freemium model is super important: Twilio, PagerDuty, AWS, NewRelic. depends on what the project kickoff looks like. If the project is "here, we got you this tool, now go solve the problem" you're screwed. If it's "Here, go solve this problem" then the model works still, though you're going to have to still go throug ...Read More

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