This episode features an interview with Susanne Rodriguez, CMO at Auvik, a cloud-based IT management platform that reduces friction and increases agility.

In this episode, Susanne talks about how they think about growing market share by getting customers to switch to Auvik and their big investments in community. She also discusses the future of paid search and why they are focused on authentic forums like Reddit. 

Key Takeaways:

• Despite the “paid search is dying” narrative, paid search remains a high ROI channel. Continue leveraging search but prepare for shifts by building a presence in other forums like Reddit and focusing on authentic community building. 
• Campaigns focused on switching customers over from competitors can be part of a strategy to gain market share. Categorizing potential customers into "easy switchers," "difficult switchers," and "non-switchers” can help target campaigns. 
• Auvik saw success with their rapid response campaigns, partially because they so specifically catered the reward to their target customer, which attracted qualified prospects and encouraged meaningful product engagement.