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Assembly
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.
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How Assembly is building a $100M company
Assembly is a marketing calendar that lets you draft, edit and publish content on social. Founders are ex-YC, ex-Linkedin, and ex-Flexport. Meet Karine and Francisco.
Here is Assembly’s GTM strategy:
![](https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/01cd420f-ea21-4d8b-b94f-f41ff2849a1a/Screenshot_2023-07-05_at_12.21.10.png)
What is it?
There are a ton of social media post scheduling tools that are built for individuals or big legacy corporations. Most of them are platform-specific (TweetHunter) or just useless (Buffer).
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.
![](https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/8f1ce3a9-5629-403e-86b4-c88e80295262/Screenshot_2023-07-04_at_11.41.09.png)
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.
![](https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,format=auto,onerror=redirect,quality=80/uploads/asset/file/9d03d9fd-2e76-4c3e-97d7-756e28cc6d0f/Screenshot_2023-07-04_at_10.52.06.png)
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!
That’s it!
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