In this episode, Shannon discusses their evolution from product-led growth to targeting enterprise clients, and the challenges and successes of expanding up market. She also shares her thoughts on thinking beyond the data.

Key Takeaways:

• While data-driven decisions are critical, marketers should trust their intuition when the data isn’t conclusive or when exploring new market directions. This flexibility allows for creativity and risk-taking, especially when data lags behind rapid market changes or emerging client needs.
• Moving from product-led growth to targeting enterprise clients isn’t just about scaling product features; it demands a shift in how marketing teams understand customer pain points. It’s essential to align messaging to resonate with decision-makers who prioritize company-wide impact and long-term strategic value.
• Personalized outreach can make a significant difference, but it can be a challenge to create campaigns that feel personalized yet can scale across multiple accounts. Achieving this balance helps each client feel uniquely addressed without overloading marketing resources.