How to convince an entire market it needs your product with Eric Santos

Eric Santos, CEO and Co-Founder of Resultados Digitais, the
leading marketing automation tool in Brazil and Latin America
joins Alex for a conversation about the steps to convincing a
market of the value of a product that it doesn’t understand, how
to build an audience and develop customer discovery before a
single line of code is written, how to create a “Disneyland-like"
user conferences.


Eric has been a tech entrepreneur for the past 15 years and
founded Resultados Digitais in 2011. The idea behind the company
dates back to 10 years ago when he first discovered online
marketing and its power. What he found frustrating was that to
make the most of it, he had to use a number of disconnected
tools. By 2011 he decided to build a product a unified product.


He ran into a problem, though.


Very few marketers in Brazil were familiar with online marketing
or its benefits. No one was doing digital. So in order to launch
his marketing automation product he first had to educate the
entire market about the benefits of online marketing. In the
following 18 months, he went on to kickstart a movement and
create demand for his offering without writing a single line of
code. A lot of content marketing, many speaking gigs and a host
of "Mechanical Turk Experiments" followed.


Six years later, Resultados Digitais boasts over 10,000
customers, 1500 channel partners, and 8000 attendees at its
yearly user conference, RD Summit, which Sujan Patel rightfully
says has a Disneyland effect.


Listen on to learn:


What were the precise steps he took to prepare the market for
his offering?

How he built a movement?

What are the core tenets of a successful user conference and
why it’s worth the effort and expense?

How they grew RD Summit from 250 to 8000 attendees in 4
years?

Why building a channel program before reaching $10 million
ARR is fine and how to do it?



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