“
Every time someone sends a Calendly link, the recipient sees our product. Every meeting is a marketing impression. We spent almost nothing on advertising for our first 7 years because the product advertised itself.
“
The best developer tools spread the same way — one engineer adds it to a project on a Friday afternoon, the team sees value on Monday morning, and the company is on a paid plan by the end of the quarter.
“
Our free tier is not charity. It is strategy. Two million developers using Snyk for free means two million developers who will demand Snyk when their company buys enterprise security.
“
Let the product sell itself. If users love it, growth follows. If they don't, no amount of salespeople will save you.