Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech's most innovative B2B founders. In today's episode, we're speaking with Katy Carrigan, CEO of Goody, a corporate gifting platform that's raised over $32 Million in funding.

Here are the most interesting points from our conversation:

• Modernizing Corporate Gifting: Goody is transforming the outdated corporate gifting model by curating a marketplace of items people actually want, moving away from generic fruit baskets and other uninspiring gifts.
• Product-Led Growth Strategy: Goody's go-to-market approach is rooted in product-led growth, with a focus on inbound sales driven by SEO, SEM, and word-of-mouth, rather than a large outbound sales team.
• Pivot from Consumer to B2B: Initially launched as a consumer gifting app, Goody shifted to B2B after realizing its product was being used in business contexts. The team capitalized on this by focusing on executive assistants who handle company gifting.
• Targeted Growth Through Communities: Katy shared Goody's strategy of penetrating niche buyer groups like executive assistants, HR teams, and marketing departments to drive growth within companies, using customer feedback to guide expansion.
• High Conversion Rates Through Constant A/B Testing: Katy emphasized the importance of conversion optimization through rigorous A/B testing on marketing pages and user experience to drive sign-ups.
• The Power of Referrals: Goody introduced a successful referral program that contributed significantly to user growth, highlighting how key user moments—like the completion of a gift—can trigger referrals.