Rudan Zhang is VP of Marketing at Clubhouse.io and in this episode we’re talking about how Clubhouse positioned themselves to focus on a niche segment.

Clubhouse is a project management platform for modern software teams, but with so many project management tools on the market, Rudan discusses why Clubhouse decided to intentionally focus on a niche audience segment and how they did it.

We cover:

- The process Clubhouse used to find their points of differentiation for each of their ICPs

- How they compete with well-known horizontal products

- How to market to technical audiences

- The marketing channels they use to reach their niche audience

- How their marketing team is structured

- The KPIs they use to measure success

Links

Clubhouse >> https://clubhouse.io/

Product-Led SEO by Eli Schwartz >> https://www.goodreads.com/book/show/57659600-product-led-seo

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