$280K in Revenue by Marketing to a Forgotten Audience: Andy @ Dragon360

Episode notes

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.