How Dojo achieved 25% growth without launching a new product

how-dojo-achieved-25%-growth-without-launching-a-new-product

How Dojo achieved 25% growth  without launching a new product

As product marketers, we often shine brightest during major product launches. We get to feel like superheroes as we unveil how we made the latest shiny new product a huge success. 

But what happens in the lulls between these big moments?

The post-launch support is done, the company’s still looking to you for growth, and you don’t necessarily have anything new to work with. 

That’s exactly what I want to dive into today.

In this article, we’ll explore how to drive growth when major launches aren’t on the immediate horizon. 

We’ll walk through a real-world case study from Dojo, showing how we achieved 25% growth without a new product launch. You’ll discover how to identify your company’s true growth engine, align cross-functional teams, and leverage your product marketing toolkit to unlock new opportunities. 

Let’s dive in.

Real-world growth stories: Driving momentum between launches

First, let me introduce myself. I’m Marla Woodward, Director of Product Marketing at Dojo, and I’ve worked across a wide range of companies and industries, from B2C to B2B, and in various product categories like entertainment, consumer goods, SaaS, and fintech. 

If there’s one thing I’ve noticed across all these experiences, it’s how challenging it can be to drive momentum in your business when you don’t have a launch. You have to learn to influence without having center stage, and you need to get creative when there isn’t a dedicated campaign. 

Sometimes, it feels like you’re checking your company’s homework, going back to basics to ask, “Do we even have the right product for the customers we’re going after? And do we have the right channels to get us to those customers in the first place?”

Despite all this, some of my favorite growth stories have nothing to do with product launches. When I was at Moo, a consumer goods company, we doubled the growth of an existing category by harnessing a new distribution channel. 

How Dojo achieved 25% growth  without launching a new product

At Attest, we achieved 30% growth just by finding a new customer segment that wanted the product we already had; we just had to package and message it a little differently. 

The most recent example (the one I’ll walk you through today) is from Dojo. We’ve driven 25% growth with no major product launches – no mean feat given that we were already the number one brand in the space. 

The main drivers of customer growth

Let’s go back to basics for a second. If you’re fairly new to PMM, think of this as a crash course on the simplest way to think about growth. If you’re a bit more seasoned, this is a chance to reflect and refresh. 

There are three main ways to drive growth with your customers:

  1. Find new customers: They could be in new segments or existing segments.
  2. Sell more to existing customers: Think upsells and cross-sells.
  3. Keep your customers for longer: Keep customers happy, head off any problems before they churn, and they’ll stick with you.

Now, this is an oversimplification, and it makes a massive assumption: that your company is happy with its pricing and its cost to serve. If those are question marks for you, you may have to revisit these elements. 

Identifying your go-to-market motion

Once you’ve nailed down your growth strategy, the next step is to look at your main go-to-market motion and the channels that deliver it.

First, there’s sales-led growth (SLG) – a B2B classic. In this motion, your sales reps are the ones building customer relationships, explaining your products, and driving conversions.

Next, there’s product-led growth (PLG). In this model, you attract, activate, and retain your customers through the product itself. You might offer a freemium package so customers can experience the value of the product first-hand, before they commit to paying for a subscription. 

Finally, there’s marketing-led growth (MLG). This one’s big in e-commerce. Marketing channels create awareness and nurture prospects before they ultimately become paying customers.

Dojo’s journey to 25% growth

Now we’ve covered the academic, here comes the fun part: our case study. Let’s break down how we achieved 25% growth at Dojo without launching anything new.

Case study context

Let me give you a little history. This is a Dojo Go. 

How Dojo achieved 25% growth  without launching a new product

You can find these units in restaurants, pubs, and bars across the UK, and now we’re going international. 

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