Podcast Ads Prove B2B-Effective

Christina shares how Vanta successfully acquired B2B customers through multiple channels, with a particular focus on their successful podcast advertising strategy.

Key Points:

• Early Customer Acquisition Strategy:

  • Cold outbound emails to YC companies (though didn't know the term "outbound" at the time)
  • Built word-of-mouth in founder and VC Slack channels
  • Created trigger response: when someone said "SOC 2", others would reply "Vanta"

• Podcast Advertising Success:

  • Started with $20k test campaign on "This Week in Startups"
  • Initially skeptical about ROI ("sending money out the window")
  • Proved highly effective for customer acquisition
  • Continues to work well as an acquisition channel

• Brand Building:

  • Created memorable billboard: "Compliance that doesn't suck"
  • Built brand association between compliance needs and Vanta
  • Combined software product with strong brand marketing

• Evolution:

  • Initial word-of-mouth strategy became less effective as competitors emerged
  • Adapted by expanding marketing channels
  • Maintained consistent presence through billboard advertising