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Driving hyper growth at Slack

分会场:  产品创新/体验设计/运营增长

 

案例来源 :

案例讲师

Holly Chen

Slack Head of Global Digital Marketing

Holly is the Head of Global Digital Marketing at Slack. She has 13 years of experience in growth strategy, digital marketing, management consulting, innovation strategy, and connecting Product and Marketing teams at early-stage startups and large corporations like Slack, Google, Gucci, Deloitte Consulting, A.T. Kearney, and advising Fortune 500 companies such as Mastercard, AT&T, Morgan Stanley in San Francisco, New York, Washington DC, and Geneva.

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案例简述

 

This talk tries to give an insider’s perspective on how Slack became the fastest-growing business application in history.
● What is unique about Slack’s growth model that enabled this hyper growth? How has this model changed over time?
● How does Slack organize growth teams? What kind of people do we hire?
● What kind of growth strategies and tactics did Slack focus on at different stages of the company? What are the lessons learned?

 

案例目标

 


Slack’s growth
strategy is often considered the model for the next generation of B2B software
companies by venture capitalists and entrepreneurs in Silicon Valley, but has
not been widely discussed in China. 
Slack’s model also changed over time depending on the growth stage.

 

案例ROI分析

 



In the last 2
years, Slack doubled DAU from 4M to 8M, and paid users from 1M to 3M. It now
has 70,000 paid teams including Capital One, eBay, IBM, 21st Century Fox, and
65 percent of Fortune 100 companies among its bigger users.

 

案例启示

 



Slack’s B2C2B growth
model is foundational in driving Slack’s growth. It allows Slack to compete
with larger enterprise companies without building out a large salesforce first.
There is an existing user base that are passionate about the product which
makes the sales cycle much shorter. As an entrepreneur in B2B SaaS, this could
be the way to lower friction to enter the enterprise market without burning
cash or resources too early. 


 

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