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9 CEO's who hit $100m ARR Share Their Top Growth Tactics Nathan Latka, Founder, Managing Director @ Founderpath
9 CEO’s Who Hit $100,000,000
Share Their Top Growth Tactics
Nathan Latka
CEO & Founder
Founderpath
EXPENSIVE
LOWER COST
FAST SLOW
Affiliates
Webinars
IRL Event
Free Tools
Compare Pg
Progm. SEO
Organic SEO
Review Sites
Product Hunt
App Exchanges
Virality
Powered By
Book
FB Group
Reports
Retarget Ads
Lookalike Ads
Acquisitions
Cold Outreach
Community
Podcast
Newsletter
Magazine
Sponsorship
Cold Calling
Linkedin Ads
Google Ads
Co Marketing
Influencers
ABM
Founder Brand
Blog/Content
EXPENSIVE
LOWER COST
FAST SLOW
Affiliates
Webinars
IRL Event
Free Tools
Compare Pg
Progm. SEO
Organic SEO
Review Sites
Product Hunt
App Exchanges
Virality
Powered By
Book
FB Group
Reports
Retarget Ads
Lookalike Ads
Acquisitions
Cold Outreach
Community
Podcast
Newsletter
Magazine
Sponsorship
Cold Calling
Linkedin Ads
Google Ads
Co Marketing
Influencers
ABM
Founder Brand
Blog/Content
Influence
Paid
Outbound
BD
Content
Engineering
We’ll Cover 9 Tactics in 15
Minutes then do Q/A:
… tactics from my podcast interviews with SaaS CEO’s
CONTENT
INFLUENCE OUTBOUND
$20m Affiliates
SEM Rush
$30m App Exch.
LMS365
The Perfect
Webinar
Founderpath
SEO to $100m
ZenBusiness
Free Tool Traffic
Clickup
Genius Cold
Emails
Whippy AI
Outbound Door
Knocking
VizyPay
Call Center Call
Center
ReviewWave
$5m Buzzsumo
Brandwatch acquires
PLG
Section 1
The first steps…
Buy Community
Newsletter value play
Funnel at $8m
700 customers, $900
ARPU
2 Rep GetAccept
Setting quota, helping
SDR’s win
Clickup 150% NDR
How they drive usage
without cost scaring
$43m Dixa
Solvemate and Miuros
deal
$30m Profitable
Brutal cuts, CAC arb,
attention wins
$1m-$10m $10m-$100m
INFLUENCE
$20m Affiliates
SEM Rush
$30m App Exch.
LMS365
The Perfect
Webinar
Founderpath
NYSE: SEMR Revenue Growth
Eugene Levin
SEMRush.com
NYSE: SEMR Revenue Growth
Eugene Levin
SEMRush.com
2010
2010 Affiliate Program Paid out 40%
20 million domains, 85k users
NYSE: SEMR Revenue Growth
Eugene Levin
SEMRush.com
Zensai Revenue Growth
Rasmus Holst
Zensai.com
Zensai Revenue Growth
Rasmus Holst
Zensai.com
2012
Free traffic from exchanges
App Exchange Optimization: Title, Keywords, Category, Ratings
14 App Exchanges Top SaaS Founders
Use to get Free Traffic:
https://chat.openai.com/gp
ts
https://marketplace.zoom.
us/z
https://quickbooks.intuit.co
m/app/apps/home/
https://marketplace.stripe.c
om/
https://wordpress.com/plu
gins/browse/marketplace
https://chromewebstore.go
ogle.com/
https://app.hubspot.com/e
cosystem/22246240/mark
etplace/apps/featured
https://appexchange.salesf
orce.com/
https://apps.shopify.com/
https://marketplace.atlassia
n.com/
https://slack.com/apps
https://appsource.microsoft.
com/en-
us/marketplace/apps?produ
ct=teams
https://aws.amazon.com/ma
rketplace/?nc2=h_ql_mp_m
https://workspace.google.co
m/marketplace
Webinars are boring.
Why do CEO’s keep coming back?
A bad thing about
your industry
How you fix it
A worst thing in
your industry
The best thing
about your SaaS
A bad thing about
your industry
How you fix it
A worst thing in
your industry
The best thing
about your SaaS
L
L
L
I
I
I
W
W
W
This is where you
Sell hardcore
3x3x3
Ultimate webinar formula
✓ Un-mute
✓ Play Video
✓ Co-Host
✓ “Going to next
slide”
✓ “See my
mouse?”
✓ “Read this text”
✓ Write that down
✓ Answer this poll
✓ Tell me in the
chat
LISTEN TO AUDIO WATCH SLIDES INTERACT
L W I
Section 1 Summary
… Using influence to grow revenues
✓ Build your affiliate program using “Waterfall
Commissions”. Your margins go up over
time.
✓ If you’re not using other peoples traffic (App
exchanges), you’re wasting money on CAC
✓ Master the art of capturing (and holding)
attention!
INFLUENCE
$20m Affiliates
SEM Rush
$30m App Exch.
LMS365
The Perfect
Webinar
Founderpath
Get Attention.
Mentimeter $800k
Section 2: Content Tactics
Scaling up
No engineers?
Build code without cost
$5m Buzzsumo
Brandwatch acquires
PLG
Clickup 150% NDR
How they drive usage
without cost scaring
$43m Dixa
Solvemate and Miuros
deal
$30m Profitable
Brutal cuts, CAC arb,
attention wins
0-$1m $10m-$100m
CONTENT
SEO to $100m
ZenBusiness
Free Tool Traffic
Clickup
$5m Buzzsumo
Brandwatch acquires
PLG
ZenBusiness Revenue Growth
Ross Buhrdorf
Zenbusiness.com
ZenBusiness Revenue Growth
Ross Buhrdorf
Zenbusiness.com
2021
Build Traffic Systems
… not one off launches that cause spikes
Clickup Revenue Growth
Zeb Evans, CEO
Clickup.com
Clickup Revenue Growth
Zeb Evans, CEO
Clickup.com
2021
Clickup Copies Loom to Create Lock-In
… nothing wrong with ruthless copying if you out execute
Brandwatch Revenue Growth
Giles Palmer, former CEO
Brandwatch.com
Brandwatch Revenue Growth
Giles Palmer, former CEO
Brandwatch.com
Giles and team exit at 3.9x ARR
Good win on just $60m raised pre exit (Nauta, Highland, Partech winners)
2021
9 CEO's who hit $100m ARR Share Their Top Growth Tactics Nathan Latka, Founder, Managing Director @ Founderpath
Your price point choice
drives your sales motion.
… not the other way around.
Scale without raising more than 1x your ARR
This is how you keep
optionality.
Dixa Revenue Growth
Mads Fosselius, CEO
Dixa.com
Dixa Gave Solvemate a 50% Cash, 50% Stock/Earnout
… to retain key talent
May 2022
Erik Made More Money
When Dixa Acquired Him
Erik Pfannnmoller
Founder, Solvemate
EP
Kept 100% Equity, Doubled our revenue, got acquired :)
We first took Founderpath capital back in May 2021. Since then, we've nearly
doubled our MRR and kept 100% equity. We're in a competitive space (customer
support SaaS) with competitors who are raising tons of VC.
It makes me happy inside that I'm able to compete with them, while keeping all our
equity. Founderpath helps us grow faster without dilution.
9 CEO's who hit $100m ARR Share Their Top Growth Tactics Nathan Latka, Founder, Managing Director @ Founderpath
Section 2 Summary
… using content to grow your Revenue
✓ Find one Programmatic SEO tactic and go
deep on it (LLC at ZenBusiness)
✓ Build free tools for SEO and lead gen that
take advantage of hot topics/timely
✓ Don’t forget about inorganic growth, even if
you’re under $50m in ARR
CONTENT
SEO to $100m
ZenBusiness
Free Tool Traffic
Clickup
$5m Buzzsumo
Brandwatch acquires
PLG
Get Attention.
Mentimeter $800k
Section 3: Outbound Tactics
Using outbound to grow your revenue
No engineers?
Build code without cost
$5m Buzzsumo
Brandwatch acquires
PLG
Buy Community
Newsletter value play
Funnel at $8m
700 customers, $900
ARPU
2 Rep GetAccept
Setting quota, helping
SDR’s win
$1m-$10m
0-$1m OUTBOUND
Genius Cold
Emails
Whippy AI
Outbound Door
Knocking
VizyPay
Call Center Call
Center
ReviewWave
Whippy AI Revenue Growth
David Daneshgar, CEO
Whippy.ai
Javascript Lookup
“Websites using ZipWhip.. That are Florists”
Florist websites with
ZipWhip installed
Define a small target market you can monopolize at
start.
VizyPay Revenue Growth
Austin MacNab, CEO
Vizypay.com
Economics of Door
Knocking
Austin prefers the performance only option
✓ Hire Full Time W2 Employees?
✓ Big 2023 investment.
✓ 2 months of ramp per rep.
✓ 6-8 months ROI W2 employee
payback period.
✓ Use 1099 Contractors Only?
✓ Pure commission
✓ 125 FTE's, share 50%/mo in
perpetuity
✓ $1m to W2's and 1099's in
2023
Review Wave Revenue Growth
Matt Prados, CEO
ReviewWave.com
Review Wave Revenue Growth
Matt Prados, CEO
ReviewWave.com
2020
Hired first 2 Call Center Reps
… based out of San Diego
Call Center Benchmarks (Per Rep)
CALLS 100 calls per day
CONTACTS 50
DEMOS BOOKED 10
DEMOS COMPLETED 5
CLOSED
1
2015, My Home in CA
December 2021: 3000+ Clients
Section 3 Summary
… using outbound to grow your revenue
✓ Your outbound will win the more narrow your
focus
✓ Think outside the box. Should you be door
knocking businesses?
✓ Cold calling can work with the right metrics,
ratios, and hit rates
OUTBOUND
Genius Cold
Emails
Whippy AI
Outbound Door
Knocking
VizyPay
Call Center Call
Center
ReviewWave
You Just Learned
9 Tactics To Add $10m
… featuring some of the fastest growing software CEO’s in the world
CONTENT
INFLUENCE OUTBOUND
$20m Affiliates
SEM Rush
$30m App Exch.
LMS365
The Perfect
Webinar
Founderpath
SEO to $100m
ZenBusiness
Free Tool Traffic
Clickup
Genius Cold
Emails
Whippy AI
Outbound Door
Knocking
VizyPay
Call Center Call
Center
ReviewWave
Nathan Latka
$5m Buzzsumo
Brandwatch acquires
PLG
Thank You!

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9 CEO's who hit $100m ARR Share Their Top Growth Tactics Nathan Latka, Founder, Managing Director @ Founderpath

  • 2. 9 CEO’s Who Hit $100,000,000 Share Their Top Growth Tactics Nathan Latka CEO & Founder Founderpath
  • 3. EXPENSIVE LOWER COST FAST SLOW Affiliates Webinars IRL Event Free Tools Compare Pg Progm. SEO Organic SEO Review Sites Product Hunt App Exchanges Virality Powered By Book FB Group Reports Retarget Ads Lookalike Ads Acquisitions Cold Outreach Community Podcast Newsletter Magazine Sponsorship Cold Calling Linkedin Ads Google Ads Co Marketing Influencers ABM Founder Brand Blog/Content
  • 4. EXPENSIVE LOWER COST FAST SLOW Affiliates Webinars IRL Event Free Tools Compare Pg Progm. SEO Organic SEO Review Sites Product Hunt App Exchanges Virality Powered By Book FB Group Reports Retarget Ads Lookalike Ads Acquisitions Cold Outreach Community Podcast Newsletter Magazine Sponsorship Cold Calling Linkedin Ads Google Ads Co Marketing Influencers ABM Founder Brand Blog/Content Influence Paid Outbound BD Content Engineering
  • 5. We’ll Cover 9 Tactics in 15 Minutes then do Q/A: … tactics from my podcast interviews with SaaS CEO’s CONTENT INFLUENCE OUTBOUND $20m Affiliates SEM Rush $30m App Exch. LMS365 The Perfect Webinar Founderpath SEO to $100m ZenBusiness Free Tool Traffic Clickup Genius Cold Emails Whippy AI Outbound Door Knocking VizyPay Call Center Call Center ReviewWave $5m Buzzsumo Brandwatch acquires PLG
  • 6. Section 1 The first steps… Buy Community Newsletter value play Funnel at $8m 700 customers, $900 ARPU 2 Rep GetAccept Setting quota, helping SDR’s win Clickup 150% NDR How they drive usage without cost scaring $43m Dixa Solvemate and Miuros deal $30m Profitable Brutal cuts, CAC arb, attention wins $1m-$10m $10m-$100m INFLUENCE $20m Affiliates SEM Rush $30m App Exch. LMS365 The Perfect Webinar Founderpath
  • 7. NYSE: SEMR Revenue Growth Eugene Levin SEMRush.com
  • 8. NYSE: SEMR Revenue Growth Eugene Levin SEMRush.com 2010 2010 Affiliate Program Paid out 40% 20 million domains, 85k users
  • 9. NYSE: SEMR Revenue Growth Eugene Levin SEMRush.com
  • 10. Zensai Revenue Growth Rasmus Holst Zensai.com
  • 11. Zensai Revenue Growth Rasmus Holst Zensai.com 2012 Free traffic from exchanges App Exchange Optimization: Title, Keywords, Category, Ratings
  • 12. 14 App Exchanges Top SaaS Founders Use to get Free Traffic: https://chat.openai.com/gp ts https://marketplace.zoom. us/z https://quickbooks.intuit.co m/app/apps/home/ https://marketplace.stripe.c om/ https://wordpress.com/plu gins/browse/marketplace https://chromewebstore.go ogle.com/ https://app.hubspot.com/e cosystem/22246240/mark etplace/apps/featured https://appexchange.salesf orce.com/ https://apps.shopify.com/ https://marketplace.atlassia n.com/ https://slack.com/apps https://appsource.microsoft. com/en- us/marketplace/apps?produ ct=teams https://aws.amazon.com/ma rketplace/?nc2=h_ql_mp_m https://workspace.google.co m/marketplace
  • 13. Webinars are boring. Why do CEO’s keep coming back?
  • 14. A bad thing about your industry How you fix it A worst thing in your industry The best thing about your SaaS
  • 15. A bad thing about your industry How you fix it A worst thing in your industry The best thing about your SaaS L L L I I I W W W This is where you Sell hardcore
  • 16. 3x3x3 Ultimate webinar formula ✓ Un-mute ✓ Play Video ✓ Co-Host ✓ “Going to next slide” ✓ “See my mouse?” ✓ “Read this text” ✓ Write that down ✓ Answer this poll ✓ Tell me in the chat LISTEN TO AUDIO WATCH SLIDES INTERACT L W I
  • 17. Section 1 Summary … Using influence to grow revenues ✓ Build your affiliate program using “Waterfall Commissions”. Your margins go up over time. ✓ If you’re not using other peoples traffic (App exchanges), you’re wasting money on CAC ✓ Master the art of capturing (and holding) attention! INFLUENCE $20m Affiliates SEM Rush $30m App Exch. LMS365 The Perfect Webinar Founderpath
  • 18. Get Attention. Mentimeter $800k Section 2: Content Tactics Scaling up No engineers? Build code without cost $5m Buzzsumo Brandwatch acquires PLG Clickup 150% NDR How they drive usage without cost scaring $43m Dixa Solvemate and Miuros deal $30m Profitable Brutal cuts, CAC arb, attention wins 0-$1m $10m-$100m CONTENT SEO to $100m ZenBusiness Free Tool Traffic Clickup $5m Buzzsumo Brandwatch acquires PLG
  • 19. ZenBusiness Revenue Growth Ross Buhrdorf Zenbusiness.com
  • 20. ZenBusiness Revenue Growth Ross Buhrdorf Zenbusiness.com 2021 Build Traffic Systems … not one off launches that cause spikes
  • 21. Clickup Revenue Growth Zeb Evans, CEO Clickup.com
  • 22. Clickup Revenue Growth Zeb Evans, CEO Clickup.com 2021 Clickup Copies Loom to Create Lock-In … nothing wrong with ruthless copying if you out execute
  • 23. Brandwatch Revenue Growth Giles Palmer, former CEO Brandwatch.com
  • 24. Brandwatch Revenue Growth Giles Palmer, former CEO Brandwatch.com Giles and team exit at 3.9x ARR Good win on just $60m raised pre exit (Nauta, Highland, Partech winners) 2021
  • 26. Your price point choice drives your sales motion. … not the other way around.
  • 27. Scale without raising more than 1x your ARR This is how you keep optionality.
  • 28. Dixa Revenue Growth Mads Fosselius, CEO Dixa.com Dixa Gave Solvemate a 50% Cash, 50% Stock/Earnout … to retain key talent May 2022
  • 29. Erik Made More Money When Dixa Acquired Him Erik Pfannnmoller Founder, Solvemate EP Kept 100% Equity, Doubled our revenue, got acquired :) We first took Founderpath capital back in May 2021. Since then, we've nearly doubled our MRR and kept 100% equity. We're in a competitive space (customer support SaaS) with competitors who are raising tons of VC. It makes me happy inside that I'm able to compete with them, while keeping all our equity. Founderpath helps us grow faster without dilution.
  • 31. Section 2 Summary … using content to grow your Revenue ✓ Find one Programmatic SEO tactic and go deep on it (LLC at ZenBusiness) ✓ Build free tools for SEO and lead gen that take advantage of hot topics/timely ✓ Don’t forget about inorganic growth, even if you’re under $50m in ARR CONTENT SEO to $100m ZenBusiness Free Tool Traffic Clickup $5m Buzzsumo Brandwatch acquires PLG
  • 32. Get Attention. Mentimeter $800k Section 3: Outbound Tactics Using outbound to grow your revenue No engineers? Build code without cost $5m Buzzsumo Brandwatch acquires PLG Buy Community Newsletter value play Funnel at $8m 700 customers, $900 ARPU 2 Rep GetAccept Setting quota, helping SDR’s win $1m-$10m 0-$1m OUTBOUND Genius Cold Emails Whippy AI Outbound Door Knocking VizyPay Call Center Call Center ReviewWave
  • 33. Whippy AI Revenue Growth David Daneshgar, CEO Whippy.ai
  • 34. Javascript Lookup “Websites using ZipWhip.. That are Florists”
  • 35. Florist websites with ZipWhip installed Define a small target market you can monopolize at start.
  • 36. VizyPay Revenue Growth Austin MacNab, CEO Vizypay.com
  • 37. Economics of Door Knocking Austin prefers the performance only option ✓ Hire Full Time W2 Employees? ✓ Big 2023 investment. ✓ 2 months of ramp per rep. ✓ 6-8 months ROI W2 employee payback period. ✓ Use 1099 Contractors Only? ✓ Pure commission ✓ 125 FTE's, share 50%/mo in perpetuity ✓ $1m to W2's and 1099's in 2023
  • 38. Review Wave Revenue Growth Matt Prados, CEO ReviewWave.com
  • 39. Review Wave Revenue Growth Matt Prados, CEO ReviewWave.com 2020 Hired first 2 Call Center Reps … based out of San Diego
  • 40. Call Center Benchmarks (Per Rep) CALLS 100 calls per day CONTACTS 50 DEMOS BOOKED 10 DEMOS COMPLETED 5 CLOSED 1
  • 41. 2015, My Home in CA December 2021: 3000+ Clients
  • 42. Section 3 Summary … using outbound to grow your revenue ✓ Your outbound will win the more narrow your focus ✓ Think outside the box. Should you be door knocking businesses? ✓ Cold calling can work with the right metrics, ratios, and hit rates OUTBOUND Genius Cold Emails Whippy AI Outbound Door Knocking VizyPay Call Center Call Center ReviewWave
  • 43. You Just Learned 9 Tactics To Add $10m … featuring some of the fastest growing software CEO’s in the world CONTENT INFLUENCE OUTBOUND $20m Affiliates SEM Rush $30m App Exch. LMS365 The Perfect Webinar Founderpath SEO to $100m ZenBusiness Free Tool Traffic Clickup Genius Cold Emails Whippy AI Outbound Door Knocking VizyPay Call Center Call Center ReviewWave Nathan Latka $5m Buzzsumo Brandwatch acquires PLG