KW Low

Anarghya Vardhana

Vanta • 4K followers

Sarah Scharf, June Zhang & I hosted a CMO + Founder dinner last night -- some things I think every founder should be thinking about right now: Out-of-home is real. Sarah is the genius behind Vanta's famous 101 billboard 🦙 — and she leaned into it early when no one else in B2B was touching the channel. How do you actually attribute it? Good news, tracking promo codes, landing page spikes, sentiment, and multi-touch attribution tools can give you a solid read. And an obvious but under-appreciated one, texts, tweets, mentions! The channel is less mysterious than people think. IRL events are a marketing channel. SF is back back back 🌁 — and there is something irreplaceable about getting the right people in a room together. If you're not thinking about in-person as part of your marketing mix right now, you're leaving something real on the table. Reddit and authentic community building are underrated. Your company's advocates who show up to genuinely contribute help you win. The ones that show up to sell get downvoted to oblivion 😅 AI visibility is the new SEO. If someone asks ChatGPT et al about your category and you're not surfaced? That's a problem worth solving now, while it's still early (and there is a long tail mix of mostly long form content to tackle). On the first marketing hire: Sarah's take really resonated with me — hire a product marketer first. Not demand gen, not brand. Here's why: early on, you need someone who can talk about your product authentically, be nimble across a lot of surface areas, and actually tinker — using AI tools to become a more scaled marketer themselves. One great product marketer with the right mindset can do the work of a whole team. What I loved -- so many of the best instincts here come from consumer marketing. The obsession with the customer, the brand intuition, the community thinking — it all transfers. SaaS founders, hang out with your consumer friends and borrow from the playbook!

Sarah Scharf, June Zhang & I hosted a CMO + Founder dinner last night -- some things I think every founder should be thinking about right now: Out-of-home is real. Sarah is the genius behind Vanta's famous 101 billboard 🦙 — and she leaned into it early when no one else in B2B was touching the channel. How do you actually attribute it? Good news, tracking promo codes, landing page spikes, sentiment, and multi-touch attribution tools can give you a solid read. And an obvious but under-appreciated one, texts, tweets, mentions! The channel is less mysterious than people think. IRL events are a marketing channel. SF is back back back 🌁 — and there is something irreplaceable about getting the right people in a room together. If you're not thinking about in-person as part of your marketing mix right now, you're leaving something real on the table. Reddit and authentic community building are underrated. Your company's advocates who show up to genuinely contribute help you win. The ones that show up to sell get downvoted to oblivion 😅 AI visibility is the new SEO. If someone asks ChatGPT et al about your category and you're not surfaced? That's a problem worth solving now, while it's still early (and there is a long tail mix of mostly long form content to tackle). On the first marketing hire: Sarah's take really resonated with me — hire a product marketer first. Not demand gen, not brand. Here's why: early on, you need someone who can talk about your product authentically, be nimble across a lot of surface areas, and actually tinker — using AI tools to become a more scaled marketer themselves. One great product marketer with the right mindset can do the work of a whole team. What I loved -- so many of the best instincts here come from consumer marketing. The obsession with the customer, the brand intuition, the community thinking — it all transfers. SaaS founders, hang out with your consumer friends and borrow from the playbook!