Ground Up Podcast

How Active Campaign Grew to 80k Customers By Focusing On Product First

Active Campaign’s CMO, Maria Pergolino, joins Ground Up to share how the company netted 80,000 customers without a consistent marketing strategy, how she’s structuring the marketing team now, and why they’re leaning into brand and an already established community to grow.

John Bonini John Bonini on November 25, 2019 (last modified on November 22, 2019) • 1 minute read

Maria Pergolino had never heard of Active Campaign. 

Which is funny, because Maria is a veteran marketing executive in the software space. She’s worked for other marketing automation giants like Marketo. 

Earlier this year, Maria was weighing new CMO opportunities in the marketing technology space. 

Active Campaign was one of them. 

And though she had never heard of them, as she dug in, she found out why––an almost obsessive commitment to the product and customer experience rather than marketing. (Which, is why they were pursuing Maria.)

They had 80,000 customers, are clear market leaders in marketing automation on G2, have a strong partner community…but up until now, no consistency in communicating all of that. At this point, Pergolino knew this was the opportunity she was going to pursue. 

As of this recording, she’d only been 5 weeks into the role, but, she had already re-org’d the marketing team and gotten the wheels turning for leaning more into brand in the coming year.

If you hadn’t already, in another few months, you, and everyone else, will know who Active Campaign is. 

About the author
John Bonini
John Bonini is Director of Marketing at Databox. He's passionate about building brands that tell great stories. Connect with him on Twitter @bonini84.
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