YC Feedback Request Strategy

Christina Cacioppo shares how Vanta initially acquired customers through a creative cold outbound strategy disguised as feedback requests, which evolved into a multi-channel growth approach.

Key Points:

• Initial Customer Acquisition Strategy:

  • Sent cold emails to YC companies asking for "feedback"
  • Structure:
    • 60-70% of call discussing their problem
    • End with introducing Vanta's solution
  • Didn't know it was "outbound sales" at the time

• Multi-Channel Growth:

  • Built brand recognition in founder/VC Slack channels
    • Created call-response pattern: Someone says "SOC 2" → Others reply "Vanta"
  • Podcast advertising
    • Initially skeptical but proved highly effective
    • Started with $20k test on "This Week in Startups"
  • Billboard advertising
    • Notable campaign: "Compliance that doesn't talk too much"
    • Became equally known for billboard as software

• Strategy Philosophy:

  • Try everything initially
  • Double down on what works
  • Focus on building word-of-mouth momentum