HashiCorp: Sales & Marketing Strategy
Former Enterprise Marketing Director
inpractise.com/articles/hashicorp-sales-and-marketing-strategy
Former Enterprise Marketing Director
Interview Transcript
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I have a few more questions about the marketing function. How different was the marketing function at HashiCorp, given its open-source ecosystem, compared to other companies you've interacted with or worked for?
Open-source is a powerful tool for sales and marketing across companies. However, the effectiveness of this approach depends on the product, the target audience, the industry, and the segment in terms of their sophistication to build scaffolding around open-source versus purchasing the enterprise suite or product. It varies from product to product under the HashiCorp suite.
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I have a few more questions about the marketing function. How different was the marketing function at HashiCorp, given its open-source ecosystem, compared to other companies you've interacted with or worked for?
The advantage of open-source is that it generates a lot of awareness and community engagement, and it brings people to the product. The challenge is to convert this interest into sales and marketing opportunities. The success of this depends on the industry and the differences between the open-source and enterprise versions of the product.
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Was there a point when the marketing team or the sales and marketing function shifted from handling inbound leads to focusing more on outbound targeting of customers?
That's a good question. I'd say they're starting to do that more now. My team and my marketing approach are geared towards the Global 2000 enterprise. My strategy is account-based marketing. We identify the accounts we want to target, which will lead to certain deal sizes, market share, and valuations. My team has always used a mix of account-based marketing. For example, if we don't have any contacts at Disney, but know it's a target account for the West, we need to figure out how to approach it from a marketing standpoint to assist sales. Previously, digital marketing was broader, more top of the funnel, and not really account-based or strategic. It was more about awareness and leaning into open source. Now, I think they're starting to adopt a more account-based marketing approach across the board, which aligns with my marketing thesis.
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