Gorgias CEO Roman Lapeyre

1. Acquiring SMB 10,000 Customers
Solely from Data with Gorgias’ CEO
Romain Lapeyre
CEO
Gorgias
@Romain_Lapeyre
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2. The goal (metrics that matter)
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New
customers
1,000 10,000

3. Acquire customers in a repeatable way
Measure and increase the value you deliver to customers
Accelerate the flywheel effect
The 3 things you need to get right
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1
2
3

4. Find where your customers are
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Prioritize your efforts

5. BUILD A MAP
This will tell you where to focus
your go-to-market effort
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6. INPUTS
Prospects
Partners
Lead buying a new tool
Build a growth engine
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OUTPUTS
Customer value
ARR

7. Scaling outbound
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Target companies Based on tech stack, location, etc.
Find who would be your buyer
Adjust the messaging based on the
customer profile
Enrich contacts
Find optimal messaging
Engage company
Result: 3x ARR over 2 years

8. Scaling partnerships
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Scrape websites, other partner websites
Share leads, create content together
Maximize satisfaction of
shared customers
Build the partnership
Map out the partner TAM
Result: 6x ARR over 2 years

9. SCALE
WHAT WORKS
How? Build a growth machine that
constantly converts inputs into outputs. Do not place text, or graphics
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10. Measure customer performance towards their goals
Identity customer goals
Track customer performance
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3
2
1
10 min first
time response
4.75
satisfaction
2.3/5 customer experience score
Offer chat
Tag & route conversations
Use macros
Identify how you can help

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We track how we can coach the
customer to hit these goals
We track the
success of the
customer here

12. Before
5
2
0
Now
Our mission: empower all
merchants to deliver an
exceptional customer experience
How we deliver: we measure
customer progress towards it
We built a customer experience score
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Result after 1 yr: we increased customer
experience score up from 2 to 3 / 5

13. Successful customers retain better
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Result: customers with
a higher customer
experience score
~20% better
2020

14. MEASURE
CUSTOMER
SUCCESS
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15. Get your ambassadors to speak up
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Identify success moments
New
review
Course
completed
New
job
Incentivize referrals Result: referrals went from 0 to a 5%
of our new ARR after 2 years

16. ACCELERATE
THE FLYWHEEL
Make it easy for your top
customers to send you referrals
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17. 1. Build a data driven culture by collecting the data and empowering your
team to use it
2. Build a clear map of your TAM so you can identify where to focus your
go-to-market efforts
3. Increase the efficiency of the channels that already work.
Impact: 3-5x ARR increase over 2 years
4. Track your product’s ROI for your customers, and make it your north star.
Impact: 25% improvement over 1 year
5. Build a new growth channel with satisfied customers.
Impact: +5% growth after 2 years
My Top Takeaways
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18. THANK YOU
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Follow me on:
Twitter: Romain_Lapeyre
Linkedin: in/romainlapeyre