Janine Pelosi, head of marketing for Zoom Video Communications, a high-end cloud and hosted video conferencing company that has raised $100 M in Series D funding by Sequoia Capital and has a $1B valuation, are continuing to actively listen and respond to customer’s needs. In the last five years, Zoom has gained over 750,000 business customers with a 215 percent YoY growth in usage. In an interview, Janine talks about some of their tactics and strategies used to keep the customers coming back to their site at Zoom.US and choosing their high-end products.
Freemiums
Offering a fremium option with basic features to get customers to try their product is a common move for startups. Later stage companies are catching on and using the same tactic – and it’s working.
Implementing Customer Feedback
Without staying close to your customers and understanding what they need, companies run the risk of missing out on innovation opportunities and staying ahead of competition.
Getting Above the Noise
Whether you’re a niche product or enterprise, you have to get above the noise with your message that builds awareness and trust with current and potential customers.
Expanding Your Sales Team
If you’ve just raised capital to expand your development and sales team, make sure that you have the right skill sets in place to help you grow while keeping the pulse on your customer’s needs. Keeping tabs on your customer’s needs can only help in the effort to innovate and iterate to stay ahead of the competition.
