Matthew Volm’s Post

Talked to a SaaS founder yesterday who scaled from 0 to $700k+ ARR since January (yes, in 4 months). Here are the two *brilliant* GTM plays they're currently running: First some context: - They sell a vertical intent data tool for companies selling to developers and technical roles (think Datadog, Snowflake etc) - ICP: CRO, VP Sales, VP Marketing at these companies - ACV: $35k (mid-market) - They raised a small Seed round last year Here are the two GTM motions they're running: 1. Linkedin outbound + personalized ABM landing page Simple cold outreach to their ICP on Linkedin. What's different is what they send in the message: A link to a custom landing page personalized to both that account AND person (think a hero section calling out "Hey Sebastian from Datadog"). The rest of the landing page is a couple screenshots of real-world intent signals they've collected for that SPECIFIC account (think a screenshot of a Discord message from a developer mentioning a Datadog competitor and saying they're considering switching). Then a simple CTA if they'd like to get more of these signals. Super high conversion rate. They've semi-automated most this landing page creation process and have HUNDREDS of them. 2. Conferences + personalized ABM deck They attend developer conferences (eg. "AWS re:Invent") even though they themselves don't sell to developers. Because guess who is manning all the booths at these conferences? The sales and GTM people of companies who DO sell to developers (which *is* their ICP). Before going to the conference, they make a list of all the exhibitors and create a custom pitch deck similar to the above landing page, calling out the specific company with screenshots of real-world intent data for that specific company. And then they literally just walk from booth to booth with their laptop in hand and demoing their product to the sales team manning the booths (and because they don't need to buy an expensive booth or sponsorship for this, they just buy regular attendee tickets). When he showed me the conversion rates they're getting, it blew my mind. Brilliant stuff.

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Talked to a SaaS founder who scaled from 0 to $1.6M ARR since January (yes, in 9 months). Here are the two *brilliant* GTM plays they're currently running: First some context: - They sell a vertical intent data tool for companies selling to developers and technical roles (think Datadog, Snowflake etc) - ICP: CRO, VP Sales, VP Marketing at these companies - ACV: $35k (mid-market) - They raised a small Seed round last year Here are the two GTM motions they're running: 1. Linkedin outbound + personalized ABM landing page Simple cold outreach to their ICP on Linkedin. What's different is what they send in the message: A link to a custom landing page personalized to both that account AND person (think a hero section calling out "Hey Sebastian from Datadog"). The rest of the landing page is a couple screenshots of real-world intent signals they've collected for that SPECIFIC account (think a screenshot of a Discord message from a developer mentioning a Datadog competitor and saying they're considering switching). Then a simple CTA if they'd like to get more of these signals. Super high conversion rate. They've semi-automated most this landing page creation process and have HUNDREDS of them. 2. Conferences + personalized ABM deck They attend developer conferences (eg. "AWS re:Invent") even though they themselves don't sell to developers. Because guess who is manning all the booths at these conferences? The sales and GTM people of companies who DO sell to developers (which *is* their ICP). Before going to the conference, they make a list of all the exhibitors and create a custom pitch deck similar to the above landing page, calling out the specific company with screenshots of real-world intent data for that specific company. And then they literally just walk from booth to booth with their laptop in hand and demoing their product to the sales team manning the booths (and because they don't need to buy an expensive booth or sponsorship for this, they just buy regular attendee tickets). When he showed me the conversion rates they're getting, it blew my mind. Brilliant stuff.

Webinars not converting like you want? Let’s fix that. 👨🏼💻 Just dropped a new blog post where I break down 7 Tips for Creating a High-Converting Webinar Funnel that keeps your audience hooked and turns attendees into leads. From the right mindset to practical tactics, I cover proven processes that will help take your webinars to the next level. Ready to build a webinar funnel that converts? 🤿 Dive in here: https://lnkd.in/eAW8Fq45 #webinars #digitalmarketing #saas #leadgeneration #b2bmarketing

Q1 has flown by, so I have been taking some to reflect this week. With me being more active on here - I thought why not share a bit behind the scenes here at rev.space So here are some notable wins, learnings and what’s to come: 𝗪𝗶𝗻𝘀: - Client win: A 790% return on their total marketing budget, totalling 1.59 million in new opportunity value. A 1750% return on the retainer fee spent with us. - Continued client growth in Europe, with our first client in the DACH region. - Developed our first pre-packaged RevOps automation solution with our friends Workato, with incredibly strong early interest. - Became Partner Delivery Certified by Workato - RevOpsLab became a Salesforce partner, sitting alongside our established HubSpot practice. - We’ve grown the search and performance marketing team, with two new hires. - I actually managed to stick to doing 2 posts on LinkedIn per week!!! 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴𝘀 𝗳𝗿𝗼𝗺 𝗤𝟭: My big learning from Q1 was not trying to do too much, we have a great team, but early in Q1 I was pushing too hard and we were working on lots of stuff, but not enough was getting completed. It made me reappraise what was going to add value in the short term and focus on this first. Do less better, who knew! 𝗟𝗼𝗼𝗸𝗶𝗻𝗴 𝗮𝗵𝗲𝗮𝗱 𝘁𝗼 𝗤𝟮: - An early release of my book on Growth System Design! I have decided to split it into two parts and part 1 is done and will be available very soon. - More Accelerators: based on the early success of our Lead Management Accelerator, we are committing additional resource to creating pre-packaged automation solutions for GTM teams. Watch this space. - The rebrand of our ABM practice as connectedABM is complete and the new website will be launching any day. - This will complete the last piece in the puzzle of our brand restructure, which kicked off as an idea last September and looking back, I can’t quite believe what we have achieved in this time. There were some great wins, but also a good reality check not to bite off more than you can chew. Excited to see what Q2 holds and I’ll be sure to do another update in 3 months time. Let me know if you find this interesting! :)

Let's tell a #MetricsMonday Story... In a community I frequent, I found a support post from a marketer (I'll call him Tony) who was struggling to improve attendance at his webinars. His real issue gave me glimpse into the '#EngagementTrap.' To bring people onto his #SaaS product, Tony created recorded webinars to scale his software funnel. He wanted to about improving his attendance conversion rate (measured as signups / attended). So what was his number? 25-30% of those who registered for a *recorded webinar*, attended that webinar. That's actually _really_ good. There wasn't a single reply who wasn't praising him; "that's incredible! Why do you think that's bad?!" Tony felt bad because he hadn't realized he couldn't control. This is the "engagement trap." The engagement trap occurs when you focus solely on a success metric others control. You expect the line to infinitely go up due to your efforts, but it's actually out of your hands. You can't control people coming into the community, so you can't sustain that growth. So you feel you failed. Tony viewed the webinars as a marketing step so he automated and measured it quantitatively. He also wasn't personally at the event so he failed to see that his attendees got tons out of it despite lower attendance. This was a place for his newcomers to "gather." The moral of the story: You can't merge the success of the community onboarding process into your conversion metrics. Focus on the value attendees got.

GTM bloat, every SaaS company goes through it at one point or another. In Sales and Marketing unreasonable short term KPIs compounded with long term growth goals are usually what cause GTM bloat, but you can avoid it or get a handle on it pretty easily before it spins out of control. ⬇️ Check out this new weekly Substack for more insights on #SaaS #growth #marketing #sales #cmo #cro

This is by far the biggest learning in my last 10+ years in SaaS... 𝙍𝙚𝙘𝙪𝙧𝙧𝙞𝙣𝙜 𝙍𝙚𝙫𝙚𝙣𝙪𝙚 𝙞𝙨 𝙩𝙝𝙚 𝙧𝙚𝙨𝙪𝙡𝙩 𝙤𝙛 𝙍𝙚𝙘𝙪𝙧𝙧𝙞𝙣𝙜 𝙄𝙢𝙥𝙖𝙘𝙩... If I was asked about my best experience in the recent decade in SaaS, I will definitely refer to the days when I was asked to implement Winning by Design for our GTM teams at Teamleader... In 2017 we implemented the various frameworks from Winning By Design for our 60 customer facing people (marketing, sales, customer success teams). These fundamentals are timeless and still very dear to me to this day. Both on an operational, tactical and strategy GTM level. Why? Simply because all the WBD frameworks are so easy to digest and apply. 𝗥𝗲𝗴𝗮𝗿𝗱𝗹𝗲𝘀𝘀 𝘆𝗼𝘂𝗿 𝗿𝗼𝗹𝗲 𝗶𝗻 𝘁𝗵𝗲 𝗦𝗮𝗮𝗦 𝗼𝗿𝗴: 👉 SDR or AE. 👉 AM or CSM. 👉 First Line leader. 👉 Director, VP or CRO. I loved the collaboration with the team of WBD back in the days (especially with the one and only Dan Smith) and can only highly recommend their frameworks... However, there was 1 key fundamental principle that stood out the most in the recent years: 𝙍𝙚𝙘𝙪𝙧𝙧𝙞𝙣𝙜 𝙍𝙚𝙫𝙚𝙣𝙪𝙚 𝙞𝙨 𝙩𝙝𝙚 𝙧𝙚𝙨𝙪𝙡𝙩 𝙤𝙛 𝙍𝙚𝙘𝙪𝙧𝙧𝙞𝙣𝙜 𝙄𝙢𝙥𝙖𝙘𝙩... ↳ Revenue and Impact doesn’t stop after signature. ↳ Revenue & Impact are not belonging to Sales. ↳ Revenue & Impact are not belonging to CS. ↳ It belongs to the entire organization. To be clear, Revenue & Customer Impact does truly happen in the right side on the bowtie. Most GTM leaders, CEOs and CFOs all understand this wrong. Your customer is your biggest source of Revenue. NRR and GRR are the drivers of efficient growth. In order to drive those metrics you need to break down your Revenue performance through the entire customer journey. Like a Lean Revenue Architect in a Lean Revenue Factory. Therefore I'm so looking forward joining the 2-days Revenue Architecture Summit on June 26 & June 27 in the Malzfabrik Berlin with among others André Bressel, Jeremy Spijker, 🚁Roee Hartuv and my fellow Dutchman 🐶 Jacco van der Kooij 🧡🇳🇱 Thanks  for being this source of inspiration throughout my SaaS career, Winning by Design 🙌. Who dares to join for a 2-day exclusive onsite event with a focus on practical application of proven Revenue Architecture frameworks? 𝙋𝙎. 𝙁𝙤𝙧 𝙖𝙡𝙡 Pavilion 𝙢𝙚𝙢𝙗𝙚𝙧𝙨, 𝙚𝙨𝙥𝙚𝙘𝙞𝙖𝙡𝙡𝙮 𝙛𝙧𝙤𝙢 𝙩𝙝𝙚 𝘼𝙢𝙨𝙩𝙚𝙧𝙙𝙖𝙢 𝘾𝙝𝙖𝙥𝙩𝙚𝙧, 𝙬𝙝𝙤 𝙞𝙨 𝙟𝙤𝙞𝙣𝙞𝙣𝙜 André Bressel 𝙖𝙣𝙙 𝙢𝙚 𝙞𝙣 𝟮 𝙬𝙚𝙚𝙠𝙨 𝙤𝙣 𝙤𝙪𝙧 𝟲,𝟱 𝙝𝙧𝙨 𝙩𝙧𝙖𝙞𝙣 𝙧𝙞𝙙𝙚 🚂 𝙣𝙤𝙣-𝙨𝙩𝙤𝙥 𝙩𝙖𝙡𝙠𝙞𝙣𝙜 𝙖𝙗𝙤𝙪𝙩 𝙍𝙚𝙫𝙚𝙣𝙪𝙚 𝙋𝙧𝙤𝙙𝙪𝙘𝙩𝙞𝙤𝙣 𝙇𝙞𝙣𝙚𝙨 𝙤𝙣 𝙤𝙪𝙧 𝙬𝙖𝙮 𝙩𝙤 𝙩𝙝𝙚 𝙍𝙚𝙫𝙚𝙣𝙪𝙚 𝘼𝙧𝙘𝙝𝙞𝙩𝙚𝙘𝙩𝙪𝙧𝙚 𝙎𝙪𝙢𝙢𝙞𝙩 𝙞𝙣 𝙩𝙝𝙚 𝙈𝙖𝙡𝙯𝙛𝙖𝙗𝙧𝙞𝙠 𝘽𝙚𝙧𝙡𝙞𝙣 🏭