We have couple of other products in cloud telephony and call tracking space. And, one product in the making.
We are big time bullish on these 3 themes: 1) remote work is growing 2) companies adopting automation in every process 3) all businesses will eventually move to cloud
So, we are always open to ideas that satisfy these three themes. We were using these shared inbox softwares for other product for over an year or so and knew about all the problems that our team members were facing. So, few events (missed emails, poor integration & rapid increase in our bill due to hiring) triggered the decision to build a better and affordable solution.
The best performer is always and always SEO. After that niche blogs and then, PH.
FB has never really worked for us in terms of conversions but we use them mostly for initial traction & visibility. FB ads work well for us for upselling or converting free to paid using retargeting.