Jon Gelsey: Building Auth0, the only PLG company in cybersecurity to achieve a multi-billion dollar exit

Inside the Network

Our guest in this episode is Jon Gelsey. Jon was the first CEO of Auth0, a leading identity-as-a-service platform, which grew from 5 to 300 employees during his four years at the helm. Auth0 was acquired by Okta in February 2021 for $6.5B. After Auth0, Jon served as CEO of Xnor, a computer vision and machine learning spinoff of the Allen Institute. The company was acquired by Apple for ~$200M in January 2020.

When Auth0 first started in 2013, there were already several authentication vendors in the market. Okta, ForgeRock, and OneLogin had all built considerable scale by the time Auth0 launched its product. Not only did Jon and the team build a successful company in a very crowded space, but they also did it their way. While all of Auth0’s competitors were running a top-down GTM motion, Jon made a critical decision to adopt a bottom-up, product-led growth (PLG) strategy. Instead of relying on traditional marketing tactics for demand generation, Auth0 built an extensive content rollout plan to help drive inbound interest in the product. To date, Auth0 is the only PLG company in cybersecurity to achieve a multi-billion dollar exit. On Inside the Network, Jon talks about building go-to-market strategies, identifying the right buyer personas, and establishing success metrics for customer acquisition.

In addition to his experience as a serial entrepreneur, Jon worked on the M&A and strategy team at Microsoft from 2007 to 2014 where he led several acquisitions for the company. Jon shares the tips and tricks founders need to know to plan, negotiate, and successfully close acquisitions with potential buyers.