Romain Lapeyre, CEO of Gorgias, discusses how to acquire 10,000 SMB customers solely through data-driven strategies. He emphasizes the importance of (1) building a clear map of your total addressable market to focus go-to-market efforts, (2) increasing the efficiency of existing successful customer acquisition channels, and (3) tracking product ROI for customers and using that as the north star to improve customer experience and retention. By implementing these strategies, companies can achieve 3-5x annual recurring revenue growth over 2 years.

1. Acquiring SMB 10,000 Customers
Solely from Data with Gorgias’ CEO
Romain Lapeyre
CEO
Gorgias
@Romain_Lapeyre
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.

2. The goal (metrics that matter)
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
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
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
1
2
3

4. Find where your customers are
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
Prioritize your efforts

5. BUILD A MAP
This will tell you where to focus
your go-to-market effort
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.

6. INPUTS
Prospects
Partners
Lead buying a new tool
Build a growth engine
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
OUTPUTS
Customer value
ARR

7. Scaling outbound
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
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
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
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
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.

10. Measure customer performance towards their goals
Identity customer goals
Track customer performance
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
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

11. Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
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
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
Result after 1 yr: we increased customer
experience score up from 2 to 3 / 5

13. Successful customers retain better
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
Result: customers with
a higher customer
experience score
~20% better
2020

14. MEASURE
CUSTOMER
SUCCESS
Then find how you can improve it Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.

15. Get your ambassadors to speak up
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
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
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.

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
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.

18. THANK YOU
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
Follow me on:
Twitter: Romain_Lapeyre
Linkedin: in/romainlapeyre