TLDR Tech / Marketing
What We've Learned Spending 70% of Our Growth Budget on Awareness
Sentry puts about 70% of its growth budget into awareness, focusing on podcasts, influencers, and OOH. Performance channels are plateauing, with ~60% of Google searches ending without a click and organic CTR dropping ~40% when AI Overviews appear. At the same time, YouTube drives about 16% of LLM citations. Their approach is phased, starting with niche ICP channels, then expanding to broader audiences and cultural affinities.
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