$280K in Revenue by Marketing to a Forgotten Audience: Andy @ Dragon360

A lot of marketers chase shiny new personas.Very few ask: “Who are we overlooking?”Turns out these “forgotten audiences” convert like crazy.I spoke with Andy Groller, CEO of Dragon360, about how his team helped Snagit generate $280K in revenue in just 4 months, by going all in on a segment that hadn’t been marketed to in years: technical writers.This wasn’t a viral stunt or a flashy rebrand.It was a focused campaign built around one simple idea:“These folks are overlooked, misunderstood, and doing important work no one talks about.”So instead of pushing features, they made the audience the story.Snagit became a tool built just for them, not simply another screen recorder.Here’s how they pulled it off:Identified technical writers as a high-potential, low-competition segmentBuilt messaging that actually respected their workRan experiments across Meta, LinkedIn, Reddit, CTV & SpotifyTested landing pages, creatives, formats, and even UGC daypartingOne of my favorite parts?They ignored trial signups as a success metric.They tracked installs instead; something that showed real intent.That’s something we do at Spear Growth too:We call them Fair Shot Users - people who took enough action to give your product a “real shot.”Result?$280,000+ in revenue1,100+ purchasesAll in just 4 monthsAndy’s approach mirrors a lot of what we believe in at Spear Growth: buyer-first creative, hands-on execution, and campaigns that actually map to revenue.If you’re sitting on a product with misunderstood value, or an audience no one’s talked to in years, this is the kind of campaign that can punch way above its weight.Hosted on Ausha. See ausha.co/privacy-policy for more information.