When open-source database company Redis decided to undergo a rebrand, their first order of business was to identify what the rebrand was solving for. In Redis' case, they wanted to connect even deeper with the developer community, and unify the entire Redis community towards a single vision. To harness the power of the developer community, Redis adopted product-focused storytelling and prioritized building a growth funnel to fuel bottoms-up adoption. By building that bridge between the Redis product and its key audiences, the company now has a pipeline to a community that not only knows about early life-cycle Redis products, but whose usage can better inform Redis' demand funnel as well.

In the latest episode of Growth Hacks, Katja and Kunal speak with Mike Anand, CMO of TCV portfolio company, Redis. Mike explains how Redis derived its product-focused marketing strategy as part of its larger rebrand, and how that strategy has helped Redis build a vocal community of developers. He also talks through his top priorities as he makes Redis' marketing operations more agile and data-driven, and how Redis has taken a use-case-first approach with analysts to build stronger relationships and garner better coverage.