Page 12 - Intercom On Marketing

There’s a great story in Dr. Seuss’ The 500 Hats of Bartholomew Cubbins. It’s about a boy who, no matter how many hats he removes, always finds another underneath. Founding a startup is a lot like this. You’re likely going to wear multiple hats and juggle them continuously.
In the very early days of Intercom the marketing
hat fell on my head, but I’d be doing marketing a disservice (and 2011 Des a disservice) if I said that’s what I thought I was doing. I didn’t have a perfectly mapped out content strategy. I certainly didn’t
have an “acquisition strategy”. The plan was simple: get people to learn about Intercom and talk about Intercom. So I was the person responsible for writing the blog, meeting people at conferences, speaking onstage, etc.
These tactics worked because they appealed to the types of people we were selling to. Writing articles about how to run a SaaS business, how to scale a SaaS business, how to grow your audience and how to pick your features was the best way to reach our audience – people working in small SaaS companies like Intercom. Our audience was approachable, attainable and addressable.
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