Kalungi Helped BotDojo Turn a Solid MVP Into a Scalable Go-to-Market

Botdojo was born from experience. The founding team had spent years inside large enterprises, watching different departments try to solve their own problems with disconnected AI tools. It was expensive, inefficient, and no one had the full picture.

They knew the pain points well. Fragmented systems. Siloed efforts. A lack of in-house expertise. It was expensive, inefficient, and no one had the full picture.

So they built Botdojo, an AI platform designed to help enterprises create, test, and deploy AI solutions through one shared interface and one source of truth.

But as any entrepreneur knows, a great product is only as good as its ability to reach the market. For Botdojo, that meant building a sales and marketing function, something their team wasn’t equipped to handle alone.

Kalungi stepped in. In just six months, they helped Botdojo go from zero marketing infrastructure to a fully operational, enterprise-ready go-to-market engine.

Results at a glance:

• Built a full go-to-market engine from scratch in just 6 months
• 368 free trials
• 68 demo requests
• 20 booked demos
• 3 enterprise deals in the pipeline
• Automated lead capture, qualification, and reporting inside HubSpot

Botdojo: A Technical Team Solving a Real Enterprise AI Problem

When Botdojo CEO Paul and his team started Botdojo, they weren’t chasing a trend. They were solving a problem they knew inside out.

That experience is what led to Botdojo. The team set out to build a platform with one interface, one system, and shared data. They created a tool that made it easy for different people in the business to create AI agents and workflows that actually worked together.

At first, it was a few agents and templates solving obvious use cases. But it started evolving quickly. The platform expanded into a tool that could support sales, support, product, and internal ops.

The product was there. But the path to scale wasn’t clear. 

The Challenge: A Bootstrapped Company Without the Marketing Muscle to Scale

In its first year, Botdojo was focused almost entirely on building the product.

By the time they entered their second year, the question had shifted. The product had momentum and a few early customers were using it. But the team didn’t have a go-to-market strategy. 

Botdojo wasn’t starting from zero. The product was real, and so were the customers. But they didn’t have the marketing expertise, strategy, or infrastructure to scale their growth. As a bootstrapped company, they needed to be intentional about filling those gaps.

The Solution: A Full GTM Build, Delivered by a Fully Embedded Team

Botdojo needed help from people who had done it before, who could come in and own the process end to end.

Kalungi came in to support Botdojo with everything that they didn’t have at that point in time. The engagement started with a go-to-market workshop to validate their ICP and align on core messaging. From there, Kalungi built the foundation that would carry Botdojo through its next phase of growth.

That included a new website, branded assets, ad campaigns, sales materials, SEO, social media, and a full content strategy. The team also set up automation and lead workflows inside HubSpot, allowing Botdojo to track, qualify, and nurture demand without needing to manage the day-to-day.

“In the first six months with Kalungi, they were able to stand up an entire marketing department. Not just the department itself, but all the jobs, the tools, the website, the strategy, the ICP, the messaging. It was like walking into a company that had been in market for multiple years that had spent millions of dollars developing a marketing team and their go to market strategy.”

Chris Vaughn, CRO at Botdojo

As a result, Botdojo didn’t just have a few isolated assets. They had a complete system. Messaging was aligned across channels. Campaigns were live. Processes were documented. And everything was ready to scale.

“A lot of this was done in a way that was hands-off for the founding team. Everything was automated with enough transparency and visibility into the output that it didn’t require people having to be behind the scenes tweaking and building.”

Chris Vaughn

Why Kalungi: One Partner With Every Marketing Function Covered

The Botdojo team had looked at a few different options to support their go-to-market motion. One was to hire contractors to cover pieces of the work. But they knew that would create more management overhead and less cohesion across the strategy.

Instead, they chose Kalungi, a full-service B2B SaaS marketing agency. Kalungi brought in a fractional CMO and a full marketing team made up of specialists.

“What stood out for Kalungi and what we certainly liked the most about it was that you just had a team of specialists. Be it a graphic designer or a web designer, automation, advertising, or copywriting. There's always someone on the Kalungi team that had deep expertise in any one of those functions that could jump in and be part of our team chat channels.”

Chris Vaughn

That depth across functions made it easy to move fast. The Kalungi team worked inside Botdojo’s Slack channels, joined meetings, and jumped on calls when needed. 

“Kalungi works in a very real-time manner. The same way an internal marketing team would.”

Chris Vaughn 

For the Botdojo team, which was focused on product and operating with a lean budget, that flexibility and speed made Kalungi the right fit. They didn’t just get marketing support. They got a full team that could execute, adapt, and scale alongside them.

The Results: A Working ABM Motion and Enterprise Pipeline

The initial go-to-market approach that Botdojo and Kalungi built leaned toward product-led growth. The team had hoped signups and user feedback would help guide early traction. And it worked, up to a point.

But as enterprise conversations picked up, it became clear that a self-service, product-led model wouldn’t carry them forward. The market was too crowded. The product was evolving to support more internal use cases. Enterprise buyers needed a more focused, personalized approach.

That’s when Kalungi helped to shift the strategy toward account based marketing. 

“Shifting from a customer acquisition standpoint, something that's largely driven by social proof and advertising, to a more enterprise ABM motion… we were able to kind of make that pivot and deploy a variety of ABM campaigns that were generating demos very quickly.”

Chris Vaughn 

That adaptability helped Botdojo keep up with the product’s evolution and stay aligned with the kinds of customers they wanted to serve.

“A lot of the value for us has been in the infrastructure that was built… to support all of our internal processes and go to market and demos and lead qualification and deal modeling in a way that's pretty hands-off for us.”

Chris Vaughn 

When the Kalungi and Botdojo engagement ended, they left with more than just great results. They had a system they could grow with.

Looking Ahead: What’s Next for Botdojo?

As customer feedback evolved, Botdojo is focusing on expanding the platform to support more internal use cases.

With that shift, the product roadmap is expanding. And while the core engagement with Kalungi wrapped, the team left with full documentation and the option to re-engage when the time is right.

“Everything was documented to a super high level. So we know exactly where to go, how it was built.”

Chris Vaughn 

And when the time comes to scale again?

“Of course, you guys would be our first choice if we were to go back to an outsource model.”

Chris Vaughn 

Need a GTM Partner Like Botdojo Had?

Botdojo didn’t need to hire a full internal marketing team. They brought in one partner who built the strategy, launched the motion, and set them up to scale.

If you’re in the same spot—strong product market fit but no time to figure out go-to-market—Kalungi can help.

Let’s talk about what that could look like for you. Book a discovery call today.