A lot of marketers chase shiny new personas.
Very few ask: “Who are we overlooking?”

Turns out these “forgotten audiences” convert like crazy.

I spoke with Andy Groller, CEO of Dragon360, about how his team helped Snagit generate $280K in revenue in just 4 months, by going all in on a segment that hadn’t been marketed to in years: technical writers.

This wasn’t a viral stunt or a flashy rebrand.

It was a focused campaign built around one simple idea:

“These folks are overlooked, misunderstood, and doing important work no one talks about.”

So instead of pushing features, they made the audience the story.

Snagit became a tool built just for them, not simply another screen recorder.

Here’s how they pulled it off:

• Identified technical writers as a high-potential, low-competition segment

• Built messaging that actually respected their work

• Ran experiments across Meta, LinkedIn, Reddit, CTV & Spotify

• Tested landing pages, creatives, formats, and even UGC dayparting

One of my favorite parts?
They ignored trial signups as a success metric.
They tracked installs instead; something that showed real intent.

That’s something we do at Spear Growth too:
We call them Fair Shot Users - people who took enough action to give your product a “real shot.”

Result?

$280,000+ in revenue

1,100+ purchases

All in just 4 months

Andy’s approach mirrors a lot of what we believe in at Spear Growth: buyer-first creative, hands-on execution, and campaigns that actually map to revenue.

If you’re sitting on a product with misunderstood value, or an audience no one’s talked to in years, this is the kind of campaign that can punch way above its weight.

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How do you build $100M in pipeline without a massive sales team?
David Ly from Iveda had the best answer:

Partner with someone who already has one.

After 20+ years of building cloud video and AI platforms, here’s what he figured out:

Big companies tend to move slow.

Which means, if it takes them 9 months to build something, David and his team can do it in 3.

They didn’t have the speed of innovation that David had gained from his experience with AI.

And he didn’t have their sales muscle.

He didn’t have hundreds of reps on the ground, or decades of buyer relationships.

So he flipped the script:

He gave them innovation.
They gave him distribution.

“Your big brother companies, they have the sales and marketing strength to do what we couldn’t.”

It’s a yin and yang setup.

The big players were missing an innovation department. David became that for them, and in return, they plugged Iveda into their distribution.

This is how he built a global reseller network that now spans the US, Europe, Asia, Africa, and the Middle East.

And no, it wasn’t easy:

- It took 5+ years of relationship-building, field trials, and proof
- A 35-person team working across all time zones
- And $35M+ raised to fund the motion

Now, they’re tracking $100M+ in pipeline, and possibly more by year-end.

If you’re trying to go global without going broke, do not miss this episode.

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At Spear Growth, we once built a massive partner program.

Around 40 odd companies from SaaS tools, VCs, agencies with complementary services - everyone you could think of was technically our “partner.”

Now how many leads did that generate?
Zero.

Looking back, it’s obvious: we were chasing quantity over actual traction.
Which is why Jason’s take on partnerships hit so hard for me in this episode.

Instead of launching some bloated program, he helps B2B tech companies build one partner play that actually works.

Here’s how:
✅ Pick one strategic partner, someone your audience already trusts

✅ Build them directly into your marketing campaigns (don’t just slap on the logos!)

✅ Spend 3–6 months enabling your sales team to actually sell with that partner

We’ve now restarted our partner program at Spear Growth with just 2 carefully chosen partners - and the early pipeline impact has already been huge. (We’ll share more on the “who’s” & “what’s” soon!)

If you’ve hit product-market fit, this kind of focused partner motion is one of the best growth levers out there.

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