How Guidde made creators a scalable growth channel with Passionfroot

The Customer: Guidde

Guidde is a rapidly growing AI-video documentation company that specializes in transforming complex product and company processes into easily digestible videos and documentation. With over 100,000 users and more than 2,000 active organizations, Guidde is one of the fastest growing AI companies in the US and Europe. When it comes to their customers, they sell their product to both self-serve users, such as productivity enthusiasts and consultants, as well as into enterprise clients in learning and development, customer success, support teams and any other function that creates and shares content. On their growth trajectory they’ve become a mainstay in the Enterprise AI Video documentation space serving customers like IKEA, Carta, SimilarWeb, and DocuSign. Today influencer marketing is one of their largest growth channels.

The Goal

On the back of their $12M Series A in 2023, Guidde went into full-on growth mode. The goal: get their stellar product into the hands of as many self-serve and enterprise clients as possible. Given the visual component of their product, content creators was a natural channel.

In charge of this push was Moran Altarac, VP of Marketing at Guidde (now the VP of Product Growth). After early testing of B2B Influencers, Moran found that Guidde could drive not just high brand-returns, but also free trials and paying users at much more differentiated rates than other channels.

“At this point we said, ‘Okay returns are good, how can we scale it?’” says Moran.

And that was exactly the problem.

The Problem

As Guidde scaled the program, they realized it was tedious and time-consuming. It involved manually searching platforms for creators across Twitter, Linkedin, Newsletters, TikTok, and more, finding their contact info, reaching out to creators individually, and communicating across email and DMs. They wanted to test and scale a growth channel, but the admin made it hard to rapidly test and iterate.

“Scaling for us means, ‘Great! It works now. How can I spend more money and keep it efficient?’ - in other words maintaining efficiency, while increasing spend,” says Moran.

The Passionfroot Match

Moran set out to find a tool to help her avoid manual cold outreach and email hunting - but when she found Passionfroot she got even more than she wanted. Rather than a simple Discovery or Outreach tool - Passionfroot was a fully integrated B2B Ad Platform

Moran recalls, "Ironically, I was looking for a tool or platform that will give me exactly the solution that you're supplying. Basically, ‘How can I search and find the right creators, and then not have to go and start reaching out individually and finding their emails?’"

Here are some of Moran’s favorite features that helped her scale Guidde’s influencer program:
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AI Discovery

“If I were to simplify it, the first great thing that stood out about Passionfroot was how easy is to search for the right type of creators. Just enter the topics, platforms, and performance filters and instantly we find exactly what we are looking for,” says Moran.

By using our AI Discovery she could find the best AI, Customer Success, Learning & Development, and Tech creators to reach their target customers both in the self-serve and enterprise segments.

Another facet of Discovery that Moran has found useful is that it is multi-platform and lets her browse Newsletters, Youtube, Linkedin, TikTok, Instagram, and more:

“What sets Passionfroot apart is that it’s multi-channel. I wanted to quickly test out all channels, and in Passionfroot I could easily flip between creators on all these platforms in one flow.”
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Native Creator Data and Creator Profiles

Before Passionfroot, Moran would be flipping between platforms and tabs constantly. Now with our Creator Profiles she could evaluate all relevant creator stats, and even watch their latest content directly from her Passionfroot workspace.

Integrated Messaging

Cold outreach sucks.

Fortunately, when Moran found the right match, she could book them at the click of a button. How does this work? Well, Passionfroot is a closed ad network which means that all creators on Passionfroot run their business on Passionfroot. This means you can book creators directly from your workspace. No more cold outreach.

Once a booking was made, all the negotiation and coordination was streamlined with our integrated messaging that centralized all of her team's conversations, payments, and creatives in one inbox.
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The Results

In the past year Guidde has grown revenue 4x - and creators are one of their top growth channels. On Passionfroot they’ve had extraordinary results scaling their creator program. Moran has single-handedly launched over 70 campaigns with creators across Newsletters, Twitter/X, Linkedin, Instagram, TikTok, and Youtube - reaching over 16.3 million people. Her standout collaboration is one of her first partnerships she found via Passionfroot with Superhuman, the largest AI Newsletter in the world. Together they’ve generated over 30,000 clicks and 3 million impressions. No wonder they’ve renewed with them 9 times!

“The time savings we’re talking about across these campaigns is days, not hours. Launching this many campaigns and getting these results would not have been possible for our team without Passionfroot,” says Moran.

Today Passionfroot is a core part of Guidde’s growth stack - and we’re excited to continue supporting all their exciting upcoming product launches.