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Challenger Brands GTM Library

Unpacking GTM strategies of the hottest challenger brands in B2B

From async video to $975M Atlassian acquisition — PLG in the enterprise before remote work made it obvious
From async video to $975M Atlassian acquisition — PLG in the enterprise before remote work made it obvious

Loom is an async video messaging tool acquired by Atlassian for $975M in 2023, reaching 14M+ users and 200,000+ organizations through a pure product-led growth motion. Founded in 2015 by Vinay Hiremath, Shahed Khan, and Joe Thomas, Loom challenged the default behavior of remote communication: if...

Learn more Yulia Olennikova

5 min read

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    $400M ARR with 100 employees — Lovable’s PLG-first, community-forward playbook rewrote what AI builder growth looks like
    $400M ARR with 100 employees — Lovable’s PLG-first, community-forward playbook rewrote what AI builder growth looks like
    Yulia Olennikova

    6 min read

    From 0 to $300M ARR in 6 years — community-first and video-native in a category dominated by enterprise brand spend
    From 0 to $300M ARR in 6 years — community-first and video-native in a category dominated by enterprise brand spend
    Yulia Olennikova

    6 min read

    From $1M to $100M ARR in two years — and the invention of the GTM Engineer that permanently disrupted how companies think about go-to-market
    From $1M to $100M ARR in two years — and the invention of the GTM Engineer that permanently disrupted how companies think about go-to-market
    Yulia Olennikova

    5 min read

    From $16M to $43M ARR without a single new VC round — founders on stage, on Zoom, closing every deal
    From $16M to $43M ARR without a single new VC round — founders on stage, on Zoom, closing every deal
    Yulia Olennikova

    5 min read

    From bootstrapped research tool to $16.3M ARR — Peep Laja built the category, then built the company inside it
    From bootstrapped research tool to $16.3M ARR — Peep Laja built the category, then built the company inside it
    Yulia Olennikova

    5 min read

    From design tool to $1B revenue and a $20B acquisition attempt — community made the sales team redundant
    From design tool to $1B revenue and a $20B acquisition attempt — community made the sales team redundant
    Yulia Olennikova

    5 min read

    From $1M to $100M ARR in 18 months — and the boldest brand campaign legal tech has ever dared to run
    From $1M to $100M ARR in 18 months — and the boldest brand campaign legal tech has ever dared to run
    Yulia Olennikova

    5 min read

    Making accounts payable interesting — Rillion's executive thought leadership play in the category nobody wanted to talk about
    Making accounts payable interesting — Rillion's executive thought leadership play in the category nobody wanted to talk about
    Yulia Olennikova

    5 min read

    How Fibbler reached $700K ARR with zero outbound
    How Fibbler reached $700K ARR with zero outbound
    Yulia Olennikova

    4 min read