How Triple Whale’s success was built on thought leadership content

COVER STORY

How Triple Whale’s success was built on thought leadership content

Triple Whale was late to the DTC SaaS party.

They entered a mature market. And yet, they raised $50 million (one of the investors is Shopify), made a lot of noise and acquired some of the biggest merchants.

How did they do it?

They started in a very specific niche…

In an interview with Hampton, Maxx Blank, co-founder of Triple Whale, said that their biggest hack to growth was the DTC community on Twitter:

And it was at that time when TikTok took off as a channel for advertisers. With lack of attribution on the TikTok platform itself, Triple Whale saw the opportunity to establish themselves as THE attribution hub for TikTok ads. “We put out a lot of thought leadership and data trends around TikTok becoming an ad channel for DTC brands, which got picked up by top tier outlets, including Business Insider, Digiday, and even The New York Times!”

They found success by looking at the intersection of the merchant’s needs, the product’s capabilities, and where they can provide actual value with their knowledge:

But Triple Whale didn’t stop there. They doubled down on it. And so they combined the two main driver for early success:

TikTok thought leadership content + DTC influencers.

They asked top-tier DTC owners/operators (who have an influencer status) to create content for them:

• How to run ads on TikTok by Ash Melwani (Co-founder & CMO at Obvi, 32.7K Twitter follower)

• TikTok ads vs. Facebook ads by Cody Plofker (CMO at Jones Road Beauty, 45.4K Twitter follower)

• TikTok Marketing 101: How to Grow Your Business on TikTok by Bari Rosenstein (Head of Social at sweetgreen, 14.7K LinkedIn follower)

…and so on. (btw., they all shared it on their socials).

And there’s more.

“Agency partnerships have also been a major success for us [...]. When we began selling Triple Whale, partnering with agencies was our primary focus. And to this very day, we have a dedicated team serving hundreds of DTC agencies, which generates about a third of our revenue.”

A THIRD.

That’s nuts.

And so it makes only sense for Triple Whale to also combine TikTok with agency work in a case study:

“How Simon & Bradley Used Triple Whale to Scale TikTok Spend from $0-$22K Per Day”

The TikTok positioning consistency really paid off.

The question that now remains is: what’s the 1 thing your app can stand for?