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EO StudioFrom $0 Ad Spend to $12.5B: The Figma StoryㅣClaire Butler & Corey Lee
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Episode Details
EPISODE INFO
- Released
- June 27, 2025
- Duration
- 22m
- Channel
- EO Studio
- Watch on YouTube
- ▶ Open ↗
EPISODE DESCRIPTION
Figma's first marketer Claire Butler and Design Advocate Cory Lee share essential tips on Figma's Growth Strategy. From changing the product name on day one to making immediate impact, they reveal what strategies helped Figma build such a beloved community. Learn about the power of 1:1 relationship building that transformed skeptical designers into passionate advocates, and the story of how the first Config exploded from a planned 200-person event to 1,000 attendees. Hear how the brand philosophy starting from 'figment of imagination' became reality. 00:00 Highlight 03:17 What Figma’s First Marketer Did on Day One 05:04 Figma's First Go-To-Market Strategy? 07:07 A Designer’s First Impression of Using Figma 09:59 Tips for Marketing a Product Before Launch 13:33 Figma’s Playbook for Building a Loved Community 17:05 Config’s First Chapter 20:35 How Iconic Brands Are Really Built *This podcast was recorded at Config2024 EO stands for Entrepreneurship & Opportunities. As we're looking to feature more inspiring stories of entrepreneurs all over the world, don't hesitate to contact us at partner@eoeoeo.net X | @eostudi0 LinkedIn | @EO STUDIO Instagram | @eostudio.official Newsletter | https://www.eomag.io/subscribe?utm_source=youtube&utm_medium=description
SPEAKERS
Claire Butler
guestDirector of Brand Marketing at Figma and the company’s first marketing/go-to-market hire.
Cory Lee
guestDesigner Advocate at Figma based in Tokyo, focused on enabling designers and community engagement.
EPISODE SUMMARY
In this episode of EO Studio, featuring Claire Butler and Cory Lee, From $0 Ad Spend to $12.5B: The Figma StoryㅣClaire Butler & Corey Lee explores How Figma scaled through product-led community, not ad-driven marketing growth Figma’s earliest marketing work was hands-on: in-person pitches, user interviews, and rapid iteration based on direct feedback rather than dashboards.
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