John Bonini on December 2, 2019 (last modified on November 26, 2019) • 1 minute read
Acquisition costs will be tough to keep down.
Churn will be high.
You need to build sales pipeline quickly, and… You can’t pay for it.
Imagine that *that* is your go-to-market customer profile upon starting a new job.
For Dan Slagen (and for anyone serving the SMB), this was the reality.
Dan joined ThriveHive in the midst of a product pivot a little over a year ago.
Instead of offering an all-in-one marketing automation solution for small local businesses, ThriveHive was going all-in on local SEO.
Only local SEO.
The product and overall go-to-market approach would need to change.
Most importantly, they needed to find cost-efficient channels for growing the business, as going upmarket is obviously out of the equation when your product is built on local SEO.
So, paid was out. As was long-term SEO plays like blogging.
As it turns out, Dan and ThriveHive found their area of high-leverage with a free SEO grader, partnerships to help distribute it, and….a TV show?
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