How do you approach building a land and expand strategy?
Let's say for a product like Slack, how would you leverage marketing, product, sales and CS functions to increase Slack adoption across the company. I read this article on how IBM adopted Slack (https://medium.com/design-ibm/listen-to-the-wild-ducks-how-ibm-adopted-slack-2bcfd3732680) and I was wondering how the product marketing team at Slack would formulate it?
5 Answers
AssemblyAI CMO • 5y
I can’t speak for how a team at a company I haven’t worked for but here’s how I’ve seen land and expand work well in the past. The TL;DR is that your land strategy should...
4395 Views
Common Room VP of Marketing • 4y
I cannot speak to how the Slack team built their land and expand strategy but I can speak to how I understand and think about the strategy at Atlassian. We have two meth...
4699 Views
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Anthropic Product Marketing Leader • 2y
I think PMM at Slack could help with land and expand in quite a few ways:Help understand the first user and their use caseHelp understand the first buyer and their use ca...
964 Views
SurveyMonkey Director of Product Marketing | Formerly Apple • 2y
Thanks for sharing that article! Though I can’t speak directly to Slack’s land-and-expand tactics, we follow a similar strategy at SurveyMonkey, and I'm happy to share so...
1041 Views
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
Land and expand is music to my ears! Growth for PLG companies focuses on word-of-mouth and peer-to-peer sharing, both organic and strategic. Example of organic word-o...
701 Views