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Paddle
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Researched profile. Starter Story's AI research system compiled this page from 76 public sources — the founder didn't write it. Automated research can misread or misattribute a source, so treat figures as best-effort. How this works →
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How Paddle Grew

Payment infrastructure platform for software companies.

How did Paddle grow?

Summary of the sourced claims below

Paddle initially grew through outbound sales by reaching out to people they knew and then expanding to products they liked, focusing on specific company types and sizes. They also used cold email outreach to add value by highlighting opportunities such as translating content to different languages to increase traffic. About 18 months ago, Paddle began investing in inbound marketing and brand building, which shifted new business sources to approximately 75% outbound and 20-25% inbound and marketing-driven.

Channels

3 channels · grouped by how Paddle grows

  • Email marketing

    · 1 mention
    “We only ever did cold email outreach. It was just trying to add value... So it was like, oh, we noticed that you get about the same amount of traffic in France as you get in the US... And this is how much doing that same thing with language, like translating it to French will kind of do to sort o...”
    high

  • Outbound

    · 1 mention
    “We started with just talking to people that we knew, and then it went from being people that we knew to being products that we liked. And then essentially just tried to galvanize a few of the things around what types of companies it worked for, what sizes of businesses... But it was all Outbound ...”
    high

  • Inbound

    · 1 mention
    “About a year ago, 18 months ago, we started doing marketing, kind of building a brand for ourselves, doing inbound, writing content, sort of all of the usual stuff. And so we've gone from about being 100% kind of new business coming from outbound to I think we're probably 75% from outbound now an...”
    high

How 2,669 businesses grow

Of businesses with mapped growth channels, the share using each — Paddle’s highlighted.
  • Referral/Word-of-mouth
    68%
  • Social media
    58%
  • Search/SEO
    57%
  • Email
    47% ◀
  • Community
    33%
  • Content/Inbound
    31% ◀
  • Partnerships
    30%
  • Paid ads
    24%
  • Events
    24%
  • Press/PR
    18%
  • Outbound/Sales
    16% ◀
  • Marketplaces/App stores
    8%
  • Brand Authenticity
    2%
  • Product expansion
    2%
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