Their arsenal of custom templates and app ecosystems are perfect for users to hit the ground running.
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“Tactically, the things you need for the “land” portion of land and expand is a strong acquisition strategy, an onboarding process that is as easy and frictionless as possible, and, as much as you can, messaging and information that tells the user up front that there is more to your product for the customer to discover so you can seed expansion from the get-go.” - Christy Roach, Head of End-User Marketing, AirtableĪirtable’s biggest driver of growth is still word of mouth. This not only minimized churn but also served as a conveyor belt to source insights from these users to take back to the marketing team and contribute to the growth loop. They were able to spread internally by training users and advocating best practices while not even charging them just yet. That's when Airtable pivoted to a team-centric B2B bottoms-up approach and set up a small scrappy customer success team to reach out to the largest teams using their product. However, the team quickly recognized that the biggest spikes in growth and actual adoption were coming from businesses and teams. The template gallery was stocked with shopping lists, boy scout management, and other consumer use cases. The platform rallies around the central idea that structured processes that form a majority of management, production, and other tasks that represent real work deserve a better home than messy spreadsheets, ad-hoc email chains, and people tapping on shoulders for a single source of truth.Īirtable has something for every department in your org! 👩🏻💼 From B2C to B2BĬoming out of Beta in early 2015 with 20k-30k users, Airtable’s initial positioning was modeled after consumer/prosumer hits like Evernote and Dropbox. Airtable speaks to the idea of consumerizing that experience, not unlike the Macintosh did for computers.
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He recognized that a large class of useful software was essentially a data model with an interface built on top of it sprinkled with some added customizations. And that was where the "Aha!" moment hit him.
Howie's knack for disruptive innovation is nothing new – back in 2009, he co-founded Etacts, a CRM startup that was acquired by Salesforce within a year. But almost 90% of spreadsheets don't have formulas. 👇🏻 😏 Make databases sexy again "Spreadsheets are really optimized for numerical analysis and financial calculations. Here's the story of how Howie Liu, Andrew Ofstad, and Emmett Nicholas, founded and scaled Airtable to an ARR of ~$100M and a valuation of $5.77B. Airtable's fandom of power users often goes as far as describing the product as a spreadsheet on anabolic steroids! 🚀Īccurate reaction of a first-time Airtable user ❤️Īnd this isn't far from the truth! A peek under the hood of this swanky spreadsheet-looking tool reveals a powerful relational database. While in some ways, Airtable comes up against Excel and Google Sheets, with a combined user base larger than the population of all but two countries in the world, Airtable's founder and CEO Howie Liu thinks that their low/no-code product can expand the pie rather than compete for it, by lowering the barrier to building applications and empowering people around the world to become creators. An alternative to his red book used to log vaccinations, pregnancy checks, and other cattle records.
Let's start today's blog a bit differently.
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