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A first person account of why standard B2B demand generation failed at Figma and what community led growth actually cost to run, named advocates and all.
10 things I learned from 10 years at Figma
From Claire's Notebook by Claire Butler About 12 min read
- Butler joined Figma in April 2015 as its first business hire, when the office had nine people, and left at 1,400.
- Standard B2B benefits-over-features messaging failed on designers, who wanted to know what the tool actually did.
- Demand generation aimed at executives does not work here: one individual has to try it free and evangelize.
- Her term for it: ambulance projects, where you drop everything and suspend the usual decision framework for the one priority.
