How We Helped Appsmith Drive Awareness in the Hard-to-Reach Developer Space

Learn how we helped the Appsmith team reach a wide net of developers on top industry podcasts.

Open-source workbench for internal tools

From a customer support portal to a sales dashboard, from a marketing tracker to an admin panel, Appsmith is an open-source project that allows developers to build internal apps for all business use cases.

Abhishek Nayak and his two co-founders, Arpit Mohan and Nikhil Nandagopal, created Appsmith to streamline the app-making process into one that costs engineers hours instead of months. What started as a small open-source project has become a program that is used daily by over 10,000 teams, employs people in eight different countries, and has raised over $50 million in capital.

The challenge: Capturing the attention of a marketing-averse audience

Appsmith’s primary goal was to drive awareness for their platform within the developer market. The problem? Traditional marketing doesn't typically resonate with this audience, and the product was too nuanced for a short, surface-level ad campaign.

The team wanted to leverage a marketing channel that would allow them to explain their product in-depth to a targeted audience while helping to build their reputation as thought leaders in the open-source space. 

By guesting on the right industry podcasts, Appsmith would have the opportunity to tell their story and be inside the heads of captive listeners for 30+ minutes. Even though they were new to podcasting, they believed this channel would get their brand in front of the right people.

“Right from onboarding through the entirety of our tour, the Lemonpie team was fantastic to work with. It was amazing how efficient and proactive their process was. It felt like they were an extension of our team and always gave us their 100%. They couldn’t have made this experience any easier for us.”

Rishabh Kaul

Head of Marketing
Appsmith

Casting a wide net across developer-focused podcasts

We had three spokespeople for the Appsmith tour: Abhishek Nayak, Arpit Mohan, and Nikhil Nandagopal. As co-founders and CEO, CTO, and CPO, respectively, they could each speak to a unique aspect of the business, which meant we had a variety of topics and angles we could use to build out their hooks. 

Abhishek’s topics centered around building and scaling a team, Arpit’s on what it takes to be a stellar developer and engineer, and Nikhil’s on how to make good products into great products. With three awesome speakers, we were able to fully blanket the software, tech, startup, and open-source landscapes and pitch the team to 179 different podcasts.

Given that Appsmith was fairly new to the game when we started with them (they launched in 2019), we were able to work together to refine their goals as the company grew. We updated bios and hooks based on company growth, defined new niches to go after, and added additional pitches that resonated with different audience verticals we hadn’t previously gone after. It was a truly collaborative approach.

Results & ROI

Over the course of the Appsmith tour, we helped them reach approximately 149,000+ listeners within their target audience, who heard Abhishek, Arpit, and Nikhil talk about their platform and expertise for 30-60 minutes.

Not only did we blanket the developer ecosystem, but we also landed them on almost all the major developer and tech podcasts on their wishlist.

One of the biggest metrics the Appsmith team focused on was bandwidth. How much effort would be required on their end to execute a successful podcast tour being that their team was small? With our in-depth onboarding sessions, ongoing monthly strategy calls, efficient Slack communication, and pre-interview prep work, we were able to cut down their prep time to less than 20 minutes per interview, which meant they could spend more time working on the things that mattered most in their business.

179

Targeted Shows

—

149K

Total number of listeners reached with 30-60 minute interviews (approx.)

This team is awesome!

“The Lemonpie team does great work. They got us on some of the best tech podcasts out there.”

Abhishek Nayak

CEO & Co-Founder
Appsmith

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