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Kajabi
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Researched profile.
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public sources — the founder didn't write it.
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How Kajabi Grew
All-in-one platform for creating and selling courses
How did Kajabi grow?
Summary of the sourced claims below
Kajabi initially grew by building its brand on TikTok, where 90% of its customers were TikTok creators. The company later focused on creators who could monetize on Instagram. Kajabi's growth also relied on word of mouth as its primary distribution channel, with minimal spending on marketing. Additionally, Kajabi created a referral program to encourage customer behaviors that support growth.
Channels
3 channels · grouped by how Kajabi grows
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Word of mouth
· 1 mention“We have a good product and a single distribution channel, which is word of mouth. We don't put any money into marketing. You would probably see a few ads on Google that we probably spend $500 total just to rank for the "Stan store" keyword. Everything else is very organic.”
high -
TikTok Hashtags
· 1 mention“We originally started to build the Stan brand on TikTok, so there was a time when 90% of our customers were TikTok creators. Later on, we figured out that creators have a higher likelihood of being able to monetize—not succeed—but specifically monetize on Instagram.”
high -
Referrals
· 1 mention“We’ve created our referral program to encourage these behaviors.”
high
How 2,669 businesses grow
Of businesses with mapped growth channels, the share using each —
Kajabi’s highlighted.
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Referral/Word-of-mouth68% ◀
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Social media58% ◀
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Search/SEO57%
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Email47%
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Community33%
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Content/Inbound31%
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Partnerships30%
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Paid ads24%
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Events24%
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Press/PR18%
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Outbound/Sales16%
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Marketplaces/App stores8%
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Brand Authenticity2%
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Product expansion2%
