Growth hacks? That’s not enough. It’s time to master real growth strategies—starting now.
In today’s fast-paced world, growth is essential for tech startups and SaaS companies looking to scale quickly and outpace competitors. Achieving sustainable, lasting growth requires growth marketing—a combination of data-driven insights, product innovation, and creative strategies that drive real success.
At Le Wagon, we understand how critical growth strategies are. In this article, we’ll explore the tactics used by Notion, Slack, Dropbox, and Zapier—four companies that adapted to thrive in their industries.
Whether you’re a beginner, a startup founder, or a SaaS business owner, these real-world examples will provide actionable insights to help you scale and future-proof your growth strategy.
Get ready to take your business to new heights!
KEY STRATEGIES FOR FAST GROWTH
How Notion, Slack, Dropbox, and Zapier boosted their growth
Scaling fast is essential, but each SaaS company took a different approach to growth. What they all had in common, though, was understanding their users and adapting their strategies based on that insight.
Each of these SaaS companies followed a different path, but they all had one thing in common: they truly understood their users and used that insight to fuel rapid growth. Let’s dive into how they did it and what we can learn from their journeys.
Notion leaned into community-driven and product-led growth, building a product people couldn’t live without. This naturally sparked word-of-mouth growth, with users sharing their love for Notion. Slack took a similar route, embedding itself into daily workflows through integrations with popular tools like Google Drive and Trello. Happy users couldn’t help but spread the word. Meanwhile, Dropbox ran with a referral program, offering free storage to users who brought others on board, creating a viral loop. Zapier focused on SEO, targeting long-tail keywords with more than 25,000 optimized landing pages, which generated massive organic search traffic.
How Notion, Slack, Dropbox, and Zapier’s growth strategies fueled their success
These companies didn’t just grow—they scaled rapidly by focusing on what mattered most:
Innovative strategies were adopted that significantly transformed growth trajectories and emphasized the critical role of adaptability in the fast-paced tech industry.
Notion moved away from traditional advertising and leaned into a community-driven marketing model, relying on its loyal users to become brand advocates. By empowering this passionate community to spread the word, Notion significantly reduced its dependency on paid ads. This approach created an organic, sustainable growth engine, where users themselves became the primary driver of the company’s rapid expansion from 1 million to 20 million users in just three years.
Slack, on the other hand, hasn’t focused on aggressive marketing or paid advertising. Instead, its growth was driven by offering seamless integrations that fit naturally into users’ daily workflows. This made Slack indispensable in workplace communication, and its word-of-mouth growth came from the immense value users experienced. People weren’t just using Slack—they were recommending it to others, driving viral adoption. This strategy helped Slack reach 156,000 organizations by 2021, ultimately leading to its $28 billion acquisition by Salesforce.
In the case of Dropbox, a key pivot was to move away from expensive paid advertising to implement a viral referral program. By incentivizing users with additional storage in exchange for referrals, Dropbox drastically reduced its Customer Acquisition Cost (CAC) while creating a self-sustaining growth loop. Each user brought in more users, leading to a 4,000% increase in sign-ups in within just 15 months. This viral approach ensured that Dropbox’s growth became exponential and cost-effective.
Zapier took a more technical route, refining its SEO strategy to capture niche long-tail keywords—specific search terms with low competition but high intent. By focusing on this untapped area, Zapier attracted a steady stream of organic traffic from users actively searching for automation solutions. The company further expanded its reach by partnering with content creators and leveraging their audiences to increase visibility across digital platforms. This dual strategy boosted both organic traffic and domain authority, making it easier for new users to discover and adopt Zapier’s services.
The key shifts in growth strategies that made all the difference
The secret to these SaaS companies’ explosive growth wasn’t luck – it was adaptability. Each company made critical strategic shifts that drove them forward:
Notion had initially relied on traditional paid advertising to build awareness and drive user acquisition, but this strategy had its limits—it was costly, and the growth wasn’t as fast as desired. The shift to community-driven marketing built a loyal user base that did the marketing for them. By focusing on empowering their users and relying on organic word-of-mouth, creating an authentic, sustainable growth. Notion was able to scale quickly without the need for heavy ad spend.
Slack, early on, struggled to stand out in a competitive market. While initial efforts to promote the platform through traditional marketing brought in some users, the major shift came when they focused on integrations. These integrations made Slack indispensable in the workplace by ensuring it fit effortlessly into existing workflows, which naturally led to word-of-mouth growth. Users began recommending Slack as it became an integral part of their daily work lives, creating a ripple effect of adoption.
Dropbox, like many startups, invested heavily in paid ads to acquire users. However, they soon realized this was unsustainable, especially with a freemium model. The turning point came when Dropbox launched a viral referral program that incentivized users to invite others in exchange for extra storage. This move drastically cut acquisition costs while creating a self-sustaining growth loop. The viral nature of this program allowed Dropbox to scale rapidly without the need for expensive ads.
Zapier initially used broad SEO tactics, which didn’t fully tap into its core audience. The real breakthrough came when they fine-tuned their SEO approach to focus on long-tail keywords—specific phrases with less competition but high user intent. This change brought in a steady stream of relevant organic traffic. By also partnering with content creators, Zapier was able to further expand its visibility, gaining credibility and driving organic growth without needing to rely heavily on paid advertising.
Community-Driven & Product-Led Growth | Built a loyal community, driving organic growth through WOM | Retention rate, Active users, Revenue growth | From traditional ads to community-driven marketing focused on retention |
Word-of-Mouth & Integration Strategy | Integrated with popular tools, driving adoption through WOM | Active users, Organizations, Retention rate | Focused on feedback and integration to boost retention and growth |
Referral Program | Incentivized referrals with free storage, creating viral growth | Viral coefficient, CAC, Retention rate | Shifted from paid ads to referral-based growth, lowering CAC |
SEO & Content Marketing | Optimized 25,000 pages targeting long-tail keywords | Organic traffic, Domain authority, New users | Focused on long-tail SEO and content partnerships for scalable growth |
If you want to boost growth like these companies and learn the strategies they used, you’re in the right place. Understanding these growth tactics can give you a serious edge.
Ready to apply these strategies?
Our Growth Marketing Bootcamp will show you how to build a loyal community, drive viral growth, and master SEO—just like Notion, Slack, Dropbox, and Zapier.
Key lessons from Notion, Slack, Dropbox, and Zapier’s growth strategie
The growth journeys we’ve explored show that there’s no one-size-fits-all approach to scaling. Each business followed a different path, but all shared the same goal: delivering an exceptional user experience and making data-driven decisions. Whether you’re launching a startup or scaling a tech company, the takeaway is clear: listen to your users, leverage organic growth, and continuously refine your strategy.
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Simon, growth marketer & founder of Moon Moon