From 0 to 6 Million Users in 5 Years How ClickUp Stood Out in a Crowded Market

SaaStr Annual 2022

1. Gaurav Agarwal Chief Growth Officer ClickUp @agarwal__gaurav From 0 to 6 Million Users in 5 Years: How ClickUp Stood Out in a Crowded Market Melissa Rosenthal Chief Creative Officer ClickUp @MelisOnCheddar 1

2. The State of B2B SaaS 2

3. Today’s B2B ecosystem 3 Source: OpenView Partners 👸 🏢 💰💰💰 💼 👩‍💼 ☁️ 💰💰 💼 👸 🏢 💰💰💰 💼 👉 👉 CIO ERA EXEC ERA END USER ERA

4. Powered by a generational shift 4 Source: Department of Labor The Workforce in 2025 Projected percentage of U.S. labor force by age, for the year 2025 Gen Z - 11.44% Millennial - 43.86% Gen X - 28.81% Boomers - 15.47% Traditionalists - 0.41%

5. New behaviors 5 Hands on & tech savvy Content & channels have exploded Value flexibility

6. User led distribution 6 Source: Enlyft 48% 46% 3% <1% Microsoft Office 365 Google Apps Microsoft Powerpoint Adobe Acrobat Pro 60% 50% 40% 30% 20% 10% 0%

7. The strategy is paying off! 7 2020 2019 2018 2017 2016 2015 2014 2013 2012 1 company 2 companies 5 companies 7 companies 8 companies 9 companies 15 companies 22 companies 27 companies

8. Consumerization of B2B

9. Talk like a human Drop the jargon 9

10. Humanize your brand 10

11. Prioritize personalization Right message to the right audience at the right time 11

12. Prioritize personalization 12 Source: SuperOffice Go beyond Firmographic. Engagement & product usage data Go beyond email. Omni-channel personalization. Follow the entire lifecycle. From dynamic ads to sales sequences. Map the entire user journey. Not just after they become leads.

13. Think like a B2C company Don't just focus on features, tell a story 13

14. Think like a B2C company 14

15. Always be testing You need to test to find a winner 15

16. Are you guessing vs experimenting? 16 If 1 out of 5 experiments succeed, you are crushing it!

17. Make small and big bets! 17 You are here Climb the hill you are on Find higher hills that exist

18. Test across the funnel, A LOT! ~35 tests/week 18 We test over ~40 experiments/week . On track to doubling that. ACQUISITION Drive people to your site through various channels ACTIVATION Drive sign-ups or registration RETENTION Encourage repeat usage of product features or services REFERRAL Motivate sharing and WOM to drive new acquisition REVENUE Monetize user behavior ~2 tests/week ~2 tests/week ~2 tests/week

19. Uplevel your social strategy Your brand handle isn't your only social presence 19

20. Executives as media channels 20

21. Community as a moat 21

22. Key Takeaways 22 Talk like a human 1 Think like a B2C company 2 Uplevel your social strategy 3 Prioritize personalization 4 Always be testing 5

23. THANK YOU Come meet us at Booth #504! Gaurav Agarwal Chief Growth Officer ClickUp @agarwal__gaurav Melissa Rosenthal Chief Creative Officer ClickUp @MelisOnCheddar 23