Jun 24, 2026 · 44 min · 11 segments
Alex Kracov, founder and CEO of Dock, and Eric Doty, Head of Marketing, pull back the curtain on five years of building Dock's content engine—sharing what worked, what didn't…
Eric DotyHost
Alex KracovHost
So when you were founding Doc and thinking about Doc's marketing objectives, obviously you were a VP of marketing at Lattice.
Before you found a Doc, how were you thinking about the sort of zero to, not even zero to one, just like zero to 0.1 marketing objectives? Like how were you thinking about Doc's marketing before you started?
I had just come off this experience of, you know, I was the third marketer at this company called Lattice and helped that grow into a big, big company.
And so I felt like I knew a lot about SaaS marketing and kind of how I wanted to approach it because, I mean, I messed up so many different things at Lattice.
So I was like, ooh, I can do this, you know, right at Doc, right from the beginning.
But then the other... kind of dynamic was marketing was only like five, 10% of my time.
I needed to spend, you know, all this time on building out the product and like talking to customers and doing sales.
So with those sort of two dynamics, I was like, and we didn't have a lot of money too when we first started, right? We hadn't raised money yet and different things.
So it was like, What do we need to do? And I wanted to focus on things that really compounded over time.
Because what I noticed at Lattice was, you know, it just takes a long time for that stuff to work, for it to pay off.
It's super valuable when it does work, but it can take like years, right? For you to kind of build up your domain rating, to get the content flywheel going.
So when you were founding Doc and thinking about Doc's marketing objectives, obviously you were a VP of marketing at Lattice.
Before you found a Doc, how were you thinking about the sort of zero to, not even zero to one, just like zero to 0.1 marketing objectives? Like how were you thinking about Doc's marketing before you started?
I had just come off this experience of, you know, I was the third marketer at this company called Lattice and helped that grow into a big, big company.
And so I felt like I knew a lot about SaaS marketing and kind of how I wanted to approach it because, I mean, I messed up so many different things at Lattice.
So I was like, ooh, I can do this, you know, right at Doc, right from the beginning.
But then the other... kind of dynamic was marketing was only like five, 10% of my time.
I needed to spend, you know, all this time on building out the product and like talking to customers and doing sales.
So with those sort of two dynamics, I was like, and we didn't have a lot of money too when we first started, right? We hadn't raised money yet and different things.
So it was like, What do we need to do? And I wanted to focus on things that really compounded over time.
Because what I noticed at Lattice was, you know, it just takes a long time for that stuff to work, for it to pay off.
It's super valuable when it does work, but it can take like years, right? For you to kind of build up your domain rating, to get the content flywheel going.
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