attacking zombie companies like Buffer.com
Welcome to the Category Surfers where we break down go-to-market strategies so you can build the best growth engine for your SaaS.
ContractKen: Get your legal teams to use the power of LLMs for contract drafting, review, and negotiations - in a 100% safe, private, and confidential manner from within Microsoft Word.
How Assembly is building a $100M company
Here is Assembly’s GTM strategy:
What is it?
Assembly is taking a content calendar approach and adding AI features to help write better posts faster. Think of it as your marketing team’s Asana board had a baby with ChatGPT.
What is their strategy?
They are targeting small marketing teams at startups with an all-in-one tool. The pitch is that you can drop using spreadsheets and docs to manage your content.
As for their growth strategy, I think the primary way will be community-led. They are early, but here is what I’d do:
“Free tools”: create a free tool that shows you the best content in your industry for inspiration. This is what Hubspot did, and it helped them get valuable signups fast.
“Content awards”: make a ranking of best content marketers. Give awards quarterly/monthly to the best viral posts + maybe do interviews. This can be an ABM play where they could target their dream accounts.
“Content agencies list”: list of best content freelancers or agencies for hire. They also sell to agencies, so could be a solid way to get them as customers or for content teams to find great freelancers.
How big is the market?
The social media management market is growing 13% annually and is worth about $19B. This is a lot, but I think it’d be hard to build a $1B company again in this market.
Social media management category
Assembly defo has a shot at building a $100M company! I’ve been an early user and am loving it so far!