How Sprout Social Revolutionized Social Media Management: The Journey of Founders Justyn Howard, Aaron Rankin, and Graham Dufault.
Company profile
Company business details
Motivation to build the product
The founders were motivated by the need for businesses to effectively connect with their customers through social media channels. They recognized that many companies struggled to manage their social media presence and engage with their audience, which sparked the idea for a comprehensive management platform.Problem that their product solves
Sprout Social solves the problem of ineffective social media management for businesses. The end users are companies of all sizes looking to enhance their social media engagement and customer relationships. Solving this problem is important as it helps businesses improve their online presence, customer satisfaction, and ultimately drive sales.Their unfair advantage
Sprout Social's unfair advantage lies in its comprehensive feature set that combines social media management, analytics, and customer engagement tools, along with its strong focus on customer support and user experience.Strategies
Pre-Launch (Product Development & MVP)
Content Marketing through Blogging
Justin Howard, while working at learn.com, created a blog post titled 'What You Should Put in Your RFP if You're Buying a Learning Management Software'. This post was aimed at helping potential customers understand what to look for in a product. The blog gained traction, attracting heads of organizational development from large companies who began reaching out to him for discussions. This early form of content marketing not only established his credibility but also generated leads, demonstrating the power of providing valuable content to engage potential customers.
Launch Stage
In-House Design Team Development
Gil Lara, as the Chief Creative Officer at Sprout Social, established an in-house design team that played a crucial role in shaping the brand and fostering a culture of creativity. This was a significant move in 2010, as it was uncommon for SaaS companies at the time to prioritize design. By building this team, Gil ensured that designers had a seat at the table from the start, influencing product development and branding decisions directly.
Leveraging Social Media for Product Promotion
During the launch of Sprout Social, Justin and his team utilized their own platform to promote the product. They engaged in social media marketing, particularly on Twitter, to create buzz around their new offering. They tweeted about their product, which led to their first customer, the State Bar of Texas, discovering them. This strategy of using their own product for marketing purposes helped them gain initial traction and visibility in the market.
Free Trial Funnel
Sprout Social implemented a 30-day free trial of their social media management software as a primary lead generation strategy. This approach allowed them to attract around 9,000 to 10,000 businesses trying their software each month. The free trial served as a significant entry point into their sales funnel, where they could engage potential customers and convert them into paying users. The company also utilized content marketing to drive traffic to the free trial sign-up page, enhancing the effectiveness of this strategy.
Growth Stage
Brand Personality Jam
During a lull in marketing leadership, Gil initiated a 'brand jam' with his design team to explore and expand the brand personality of Sprout Social. This creative session allowed the team to express their ideas and develop new brand elements, one of which was the mantra 'always be growing.' This phrase became a significant part of the company culture, represented by a large sign in the headquarters, and inspired various programs within the organization.
Learn more about Sprout Social
#15 - Gil Lara, Chief Creator Officer at Sprout Social
Founders' Stories: Sprout Social's Justyn Howard
