59 - Your Story Impacts Your Go-To-Market And Inspires Your Product Development - Gidi Pridor, CMO at Workvivo

I'm excited to bring Workvivo onto the show because...SO many reasons. They're doing some very cool things with their marketing with a very nimble team (5 people!), plus they've got the right marketing mindset, plus it's perfect timing because of all these trends coming together - the great resignation, the great awakening, remote work, workplace disconnect, etc. Their growth is through the roof.

Gidi Pridor is CMO at Workvivo. He's also on the advisory board for Zowie (customer service seed funded startup). Prior to Workvivo he was VP of Marketing at TravelPerk and Perfecto Mobile. He's also angel investing in various early stage startups like Lance and Storydoc.

Workvivo has raised Series A ($16.6M).

Founded in 2017 and currently with 69 employees, Workvivo brings your people together, wherever they are. It’s your intranet, internal comms tool, employee app, all merged into one familiar social experience at the very heart of your digital workplace. With annual growth of over 200% YoY, 1M+ users across more than 90 countries, and customers ranging from Fortune 500 companies to tech startups, Workvivo is on a mission to elevate everyone’s workplace experience.

Here's what we discuss:

There’s a very real need to connect at work...how is Workvivo perfectly positioned to help with that;

How'd you get users across 90 countries;

Why are stories so important, and especially for SaaS startups (HINT: telling your story is NOT about your tool, but rather about your belief system, how you think about your ecosystem, how that helps to build the space that you want to excel in);

Marketing and content - what's working really well for Workvivo (HINT: we're bullish on thought leadership, we're building our own internal media company);

Some good examples of paid social ads;

The good ole' MadMen days, the art of marketing, and how it's so unfortunate that SaaS companies are missing the human aspect and power of using emotional connection in their marketing;

What are some bad recommendations you're hearing in marketing (HINT: leading with SEO is not a good idea, also don't hire a "growth hacker");

Gidi generously shared a mistake he made while at TravelPerk and what he's learned from it;

Who's on Workvivo's marketing team and how does Gidi lead them (HINT: team meetings are usually just 15 minutes because he hired extreme owners).

You can reach Gidi on LinkedIn: www.linkedin.com/in/gpridor/

Find out more about Workvivo: www.workvivo.com/

This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io

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You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com

Thanks for listening!