2019, London 🇬🇧
Productivity
Evan Kohn
Prev. CMO, Qatalog
Results
Built the 0 to 1 of product marketing, content, and acqusition channels
Generated 1000+ signups with Product Hunt launch and landed #1 Product of the Day
Grew retention 2X and signups 10X with product growth experiments
Overview
Qatalog is an AI-powered platform that revolutionizes how businesses access and manage information.
With $26 million in venture funding from investors like Atomico and industry leaders from Eventbrite, Indeed, Salesforce, Slack, Squarespace, Wise, Zettle, and Zoom, Qatalog's mission is to make work effortless by providing teams with easy access to company knowledge and systems, automating routine tasks.
Their primary offering is an AI-driven knowledge management system that integrates seamlessly with existing tools, enabling organizations to access, control, and share trusted information across various business functions. This platform is designed for enterprises aiming to streamline operations, enhance productivity, and reduce time wasted searching for information.
Competing against the likes of Notion and Coda. However, Qatalog differentiates itself by providing real-time data processing without the need for duplicating and storing copies of data, ensuring more current and accurate results while maintaining data privacy and reducing storage overhead.
In 2020, as employee number 10 and the founding marketer, I joined Qatalog to launch the product out of stealth mode and establish the foundations of their marketing function.
The immediate marketing needs included developing a comprehensive product marketing messaging and positioning strategy, building out their go-to-market motion across content, SEO, and performance marketing.
Scope
During my first year at Qatalog, I worked closely with the CEO and the early PDE (product, design, and engineering) team to establish robust go-to-market foundations and drive initial growth.
This engagement laid the groundwork for scaling the team and executing a strategic growth plan across acquisition, activation, and retention.
1. Go-to-market Strategy and Foundation Building
Conducted tens of customer research interviews with the design team to inform positioning and product decisions.
Performed extensive market and competitive research across 40+ players in the enterprise software space to identify opportunities for differentiation.
Crafted compelling value propositions and messaging to highlight Qatalog’s unique positioning in the market.
2. Cross-channel GTM Execution
Produced foundational product marketing assets, including pillar landing pages and company profiles on LinkedIn, X, G2 and Capterra.
Published over 10 foundational blog articles to establish SEO authority in the productivity and collaboration and async communication space, and drive organic traffic.
Set up performance marketing campaigns on Google and Meta to acquire beta users.
Coordinated Qatalog’s first Product Hunt launch out of stealth, successfully landing Product of the Day accolade.
3. Team Hiring and Growth Experiments
Contributed to hiring key marketing roles, including an SEO Lead, Head of Performance Marketing, PMM Lead, and CMO.
Transitioned into a cross-functional Growth Lead role, driving experiments across the funnel by managing a small growth pod — growth engineer and designer — to optimize acquisition, activation, and retention strategies.
This strategic collaboration positioned Qatalog for long-term growth, helping the team scale from foundational go-to-market efforts to a mature growth engine with a robust cross-functional framework.
I had the privilege of managing Matteo at Qatalog. Matteo is a full-stack marketer and growth leader. He’s conscientious and always operates with an incredible work ethic and commitment to quality. No one is more organized than Matteo - he sets the standard for proactive planning and tracking team initiatives. His constant appetite to learn and apply new strategies pays real business dividends. I’d recommend Matteo to anyone lucky enough to get his time.
Evan Kohn
Impact
These efforts significantly boosted overall adoption, establishing Qatalog as a standout product in the market and laying the foundation for scalable growth.
#1 Product of the Day on Product Hunt: Secured 5,000+ signups in one week during a highly successful Product Hunt launch.
10X growth in signups: Achieved exponential growth through optimized activation flow experiments.
Nearly 2Xed retention rates: Conducted product growth experiments that significantly improved user adoption and engagement.
This case study demonstrates the impact of how cross-functional growth can impact multiple go-to-market workstreams, scaling user acquisition, engagement, and retention.
