Ground Up Podcast

How CloudApp Grew to 3 Million Users Without a Marketer on Staff (And How Things Have Changed Now That They Do)

On this episode of Ground Up, CloudApp’s Joe Martin shares how they grew to 3 million users without a marketer on staff and how their approach to marketing has evolved now that they do.

Rachael Bassey on October 14, 2019 (last modified on September 19, 2021) • 1 minute read

Imagine growing to 3 million users without a marketer on staff. Sounds like a dream, right? 

Well, have you heard of CloudApp? Judging by those user numbers, I’d assume most of you reading this have. 

It’s a collaboration tool that allows you to quickly create and share gifs, videos, and screenshots with anyone.

Well, this was CloudApp’s reality. 

And, it was Joe Martin’s. After 7 years at Adobe, Joe joined CloudApp as VP of Marketing in early 2018.

He was their first marketer. 

Since then, he’s built upon their product-driven growth by doubling down on the things he saw were already working from a marketing standpoint before he even joined. 

Marketing is ALWAYS happening, even if you don’t have a marketer on staff. 

On this episode of Ground Up, Joe shares:

  • CloudApp’s journey to becoming a thought leader in customer experience, productivity, and collaboration.
  • How to get the marketing right for your freemium product (leveraging organic growth and referrals)
  • The role of historical data in building your marketing engine from scratch


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About the author
Rachael Bassey is a community development specialist at Databox. She believes our silenced stories can change the world if shared. She loves to travel, volunteer and capture moments with her camera.

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