World Model · podcast knowledge graph

Lessons from Airtable’s unconventional growth strategy | Zoelle Egner

2023-01-29 · 74 min · 54 entities

episode page audio

Asserted relationships

  • 0.77
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://amazon.com/Badass-Making-Awesome-Kathy-Sierra/dp/1491919019
  • 0.77
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://amazon.com/Computing-Taste-Algorithms-Makers-Recommendation/dp/0226822974
  • 0.77
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://amazon.com/Ancillary-Justice-Imperial-Radch-Leckie/dp/031624662X
  • 0.77
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://podcasts.apple.com/us/podcast/the-happiness-lab-with-dr-laurie-santos/id1474245040
  • → hosted by Lenny Rachitsky person
    0.55
    evidence rules-v4
    Feed author/publisher: Lenny Rachitsky
  • → recommended Badass Making Awesome Kathy Sierra book
    0.50
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://amazon.com/Badass-Making-Awesome-Kathy-Sierra/dp/1491919019
  • → recommended Badass Making Awesome Kathy Sierra book
    0.50
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://amazon.com/Badass-Making-Awesome-Kathy-Sierra/dp/1491919019
  • 0.50
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://amazon.com/Computing-Taste-Algorithms-Makers-Recommendation/dp/0226822974
  • 0.50
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://amazon.com/Computing-Taste-Algorithms-Makers-Recommendation/dp/0226822974
  • 0.50
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://amazon.com/Ancillary-Justice-Imperial-Radch-Leckie/dp/031624662X
  • 0.50
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://amazon.com/Ancillary-Justice-Imperial-Radch-Leckie/dp/031624662X
  • → works at VaccinateCA company
    0.48
    evidence rules-v4
    working for VaccinateCA
  • → works at VaccinateCA company
    0.48
    evidence rules-v4
    working for VaccinateCA
  • → discusses Technology company
    0.40
    evidence rules-v4
    Feed category: Technology
  • → discusses Business concept
    0.40
    evidence rules-v4
    Feed category: Business
  • → discusses Entrepreneurship concept
    0.40
    evidence rules-v4
    Feed category: Entrepreneurship
  • → references penname.co website
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://penname.co/
  • → references figma.com website
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://figma.com/
  • → references zapier.com website
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://zapier.com/
  • → references news.ycombinator.com website
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://news.ycombinator.com/
  • → references notion.so website
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://notion.so/
  • → references clay.com website
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://clay.com/
  • → references airtable.com website
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://airtable.com/
  • → references The Last Of Us person
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://hbo.com/the-last-of-us
  • → references Talent website
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://lennysjobs.com/talent
  • → references datadoghq.com website
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://datadoghq.com/
  • → references webflow.com website
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://webflow.com/
  • → references gainsight.com website
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://gainsight.com/
  • → references Everything Everywhere All At Once person
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://sho.com/titles/3493875/everything-everywhere-all-at-once
  • → references blockpartyapp.com website
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://blockpartyapp.com/

Entities found in this episode

websites 24

  • mentioned penname.co website
    0.45
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://penname.co/
  • mentioned figma.com website
    0.45
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://figma.com/
  • mentioned zapier.com website
    0.45
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://zapier.com/
  • mentioned news.ycombinator.com website
    0.45
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://news.ycombinator.com/
  • mentioned notion.so website
    0.45
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://notion.so/
  • mentioned clay.com website
    0.45
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://clay.com/
  • mentioned airtable.com website
    0.45
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://airtable.com/
  • mentioned Talent website
    0.45
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://lennysjobs.com/talent
  • mentioned datadoghq.com website
    0.45
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://datadoghq.com/
  • mentioned webflow.com website
    0.45
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://webflow.com/
  • mentioned gainsight.com website
    0.45
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://gainsight.com/
  • mentioned blockpartyapp.com website
    0.45
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://blockpartyapp.com/
  • references penname.co website
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://penname.co/
  • references figma.com website
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://figma.com/
  • references zapier.com website
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://zapier.com/
  • references news.ycombinator.com website
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://news.ycombinator.com/
  • references notion.so website
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://notion.so/
  • references clay.com website
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://clay.com/
  • references airtable.com website
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://airtable.com/
  • references Talent website
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://lennysjobs.com/talent
  • references datadoghq.com website
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://datadoghq.com/
  • references webflow.com website
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://webflow.com/
  • references gainsight.com website
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://gainsight.com/
  • references blockpartyapp.com website
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://blockpartyapp.com/

books 12

  • 0.90
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://amazon.com/Badass-Making-Awesome-Kathy-Sierra/dp/1491919019
  • 0.90
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://amazon.com/Computing-Taste-Algorithms-Makers-Recommendation/dp/0226822974
  • 0.90
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://amazon.com/Ancillary-Justice-Imperial-Radch-Leckie/dp/031624662X
  • 0.77
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://amazon.com/Badass-Making-Awesome-Kathy-Sierra/dp/1491919019
  • 0.77
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://amazon.com/Computing-Taste-Algorithms-Makers-Recommendation/dp/0226822974
  • 0.77
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://amazon.com/Ancillary-Justice-Imperial-Radch-Leckie/dp/031624662X
  • 0.50
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://amazon.com/Badass-Making-Awesome-Kathy-Sierra/dp/1491919019
  • 0.50
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://amazon.com/Badass-Making-Awesome-Kathy-Sierra/dp/1491919019
  • 0.50
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://amazon.com/Computing-Taste-Algorithms-Makers-Recommendation/dp/0226822974
  • 0.50
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://amazon.com/Computing-Taste-Algorithms-Makers-Recommendation/dp/0226822974
  • 0.50
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://amazon.com/Ancillary-Justice-Imperial-Radch-Leckie/dp/031624662X
  • 0.50
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://amazon.com/Ancillary-Justice-Imperial-Radch-Leckie/dp/031624662X

persons 6

  • mentioned Lenny Rachitsky person
    0.70
    evidence rules-v4
    Feed author/publisher: Lenny Rachitsky
  • hosted by Lenny Rachitsky person
    0.55
    evidence rules-v4
    Feed author/publisher: Lenny Rachitsky
  • mentioned The Last Of Us person
    0.45
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://hbo.com/the-last-of-us
  • 0.45
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://sho.com/titles/3493875/everything-everywhere-all-at-once
  • references The Last Of Us person
    0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://hbo.com/the-last-of-us
  • 0.38
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://sho.com/titles/3493875/everything-everywhere-all-at-once

companys 5

  • mentioned VaccinateCA company
    0.60
    evidence rules-v4
    working for VaccinateCA
  • mentioned Technology company
    0.50
    evidence rules-v4
    Feed category: Technology
  • works at VaccinateCA company
    0.48
    evidence rules-v4
    working for VaccinateCA
  • works at VaccinateCA company
    0.48
    evidence rules-v4
    working for VaccinateCA
  • discusses Technology company
    0.40
    evidence rules-v4
    Feed category: Technology

concepts 5

  • mentioned Business concept
    0.50
    evidence rules-v4
    Feed category: Business
  • mentioned Entrepreneurship concept
    0.50
    evidence rules-v4
    Feed category: Entrepreneurship
  • mentioned Zoelle Egner concept
    0.42
    evidence rules-v4
    Lessons from Airtable’s unconventional growth strategy | Zoelle Egner
  • discusses Business concept
    0.40
    evidence rules-v4
    Feed category: Business
  • discusses Entrepreneurship concept
    0.40
    evidence rules-v4
    Feed category: Entrepreneurship

podcasts 2

  • 0.90
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://podcasts.apple.com/us/podcast/the-happiness-lab-with-dr-laurie-santos/id1474245040
  • 0.77
    evidence rules-v4
    Link in episode "Lessons from Airtable’s unconventional growth strategy | Zoelle Egner": https://podcasts.apple.com/us/podcast/the-happiness-lab-with-dr-laurie-santos/id1474245040
Episode description as stored
Brought to you by OneSchema —import CSV data 10x faster: https://oneschema.co/lenny ; Pando —always-on employee progression: https://www.pando.com/lenny ; and Lenny’s Job Board —hire the best product people, find the best product gigs: https://www.lennysjobs.com/talent . — Zoelle Egner is best known for her time at Airtable (currently valued at $11 billion), where she was the 11th employee and built and led the initial marketing and customer success teams. Currently she’s the Head of Marketing and Growth at Block Party, a company that designs consumer tools for online safety and anti-harassment. In today’s episode, we explore the marketing strategies that helped Airtable punch above its weight and build an established brand. We also dig into how Airtable was able to find its first super-users, how customer success played a key role in getting early traction, and the do’s and don’ts for marketing investments. Zoelle also shares her experience working for VaccinateCA (which ended up playing a massive role in helping get people vaccinated during the pandemic) and several tips for obtaining valuable customer feedback. Find the full transcript here: https://www.lennysnewsletter.com/p/lessons-from-airtables-unconventional Where to find Zoelle Egner: • Twitter: https://twitter.com/zoelle • LinkedIn: https://www.linkedin.com/in/zoelleegner/ Where to find Lenny: • Newsletter: https://www.lennysnewsletter.com • Twitter: https://twitter.com/lennysan • LinkedIn: https://www.linkedin.com/in/lennyrachitsky/ Referenced: • Patrick McKenzie on Twitter: https://twitter.com/patio11 • The Last of Us on HBO: https://www.hbo.com/the-last-of-us • Airtable: https://www.airtable.com/ • Hacker News: https://news.ycombinator.com/ • Block Party app: https://www.blockpartyapp.com/ • Kathy Sierra’s book Badass: Making Users Awesome : https://www.amazon.com/Badass-Making-Awesome-Kathy-Sierra/dp/1491919019 • Gainsight: https://www.gainsight.com/ • Datadog: https://www.datadoghq.com/ • Notion: https://www.notion.so/ • Zapier: https://zapier.com/ • Computing Taste: Algorithms and the Makers of Music Recommendation : https://www.amazon.com/Computing-Taste-Algorithms-Makers-Recommendation/dp/0226822974 • Ancillary Justice : https://www.amazon.com/Ancillary-Justice-Imperial-Radch-Leckie/dp/031624662X/ • The Happiness Lab podcast: https://podcasts.apple.com/us/podcast/the-happiness-lab-with-dr-laurie-santos/id1474245040 • Gastropod podcast: https://podcasts.apple.com/us/podcast/gastropod/id918896288 • Everything Everywhere All at Once on Showtime: https://www.sho.com/titles/3493875/everything-everywhere-all-at-once • Extraordinary Attorney Woo on Netflix: https://www.netflix.com/title/81518991 • Figma: https://www.figma.com/ • Webflow: https://webflow.com/ • Clay: https://www.clay.com/ • MKT1 Newsletter: https://newsletter.mkt1.co/ • Emily Kramer on Lenny’s Podcast : https://www.lennyspodcast.com/how-to-build-a-powerful-marketing-machine-emily-kramer-asana-carta-mkt1/ In this episode, we cover: (00:00) How VaccinateCA helped bridge a gap in infrastructure (05:00) Zoelle’s lessons from her time at VaccinateCA (18:04) How Zoelle broke into the tech industry (19:01) Flocking patterns (24:21) What Block Party does (24:32) Zoelle’s storytelling (29:15) Tactics for punching above your weight as a small startup (31:30) The importance of having a highly detail-oriented person on staff (33:33) Why Airtable used billboards (36:43) Growth and marketing strategies at Airtable (42:29) Using data provided by your customers to build features that help future customers (50:59) Why customer success and marketing should be one team (52:56) Things to avoid in marketing (58:04) The power of templates (1:00:58) Why Airtable did not prioritize templates for top-of-funnel revenue  (1:02:04) Why just getting PR to “get PR” is not a good strategy (1:04:57) The importance of getting customer feedback and investing in customer success (1:05:51) Simple strategies for getting customer fe