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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:
Instead of relying on a large outbound sales force, Goody’s product-led growth strategy capitalizes on inbound sales driven by SEO, SEM, and word-of-mouth. For founders, investing in product usability and leveraging organic channels can reduce the need for costly sales resources while keeping acquisition costs low.
Goody’s strategy of targeting niche communities, such as executive assistants who manage corporate gifting, provided a focused and scalable entry point into companies. Founders can apply this by identifying and building relationships with non-obvious buyer personas within their customers' organizations to gain traction.
Katy stressed the importance of listening to customer feedback to inform Goody's product evolution. Specifically, she waits until requests become a pattern before investing in new features. Founders can use this approach to prioritize development based on real demand rather than assumptions.
By continuously running A/B tests on Goody’s sign-up and marketing pages, the company has optimized its conversion rates. Founders should implement iterative testing on key pages to refine user experiences and increase acquisition efficiency.
Goody’s referral program was built around identifying key user moments—such as when a gift was successfully sent—to ask for referrals. Founders can enhance the effectiveness of their own referral programs by timing requests at moments of peak user satisfaction.
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