How I hit $15m ARR using 4 new growth playbooks

Summary

In this transcript from a live event, Nathan Ladka shares his journey from a struggling startup to a thriving SaaS company. He discusses tactics for competing with well-funded giants, including aggressive cost-cutting, converting sales commissions to stock, and leveraging customer feedback. Ladka emphasizes the importance of focusing on revenue-generating marketing strategies, such as comparison guides and conversational ads on LinkedIn. His insights offer a practical roadmap for B2B software founders seeking sustainable growth and effective fundraising.

Takeaways

• 🗓️ The event discussed in the transcript took place on March 28th and 29th, with a follow-up event planned for September 5th and 6th in New York City.
• 💡 Nathan Ladka, the speaker, is a serial entrepreneur who has launched and sold a software company, written a best-selling book, and is currently involved in investing in B2B software founders.
• 🚀 Nathan emphasizes the importance of non-dilutive funding and encourages founders to sign up at founderpath.com for potential capital without giving up equity.
• 📈 The speaker discusses the challenges of competing with a well-funded giant in the market and shares his company's journey from near bankruptcy to financial stability.
• ✂️ In a critical financial situation, Nathan took aggressive measures including cutting expenses, negotiating with the sales team, and focusing on revenue-generating marketing campaigns.
• 🔄 He implemented strategies to regain lost customers and introduced a mini-version of the product to retain them and generate additional revenue.
• 📊 Nathan highlights the significance of focusing on board-level KPIs such as revenue, CAC, and pipeline, rather than vanity metrics like leads and impressions.
• 💼 He shares a success story of growing from 2 million to 12 million in ARR using specific playbooks that have been tested and proven to produce results.
• 🛑 One of the tactics mentioned is the use of comparison guides from review sites to intercept deals at the last minute and position the company as a strong contender.
• 💬 Conversational ads on LinkedIn are presented as a quick way to generate pipeline by offering something of value in exchange for a demo call.
• 🔄 The 'Clos Loss' campaign is a tactic of revisiting lost deals and using the reason for the initial loss as a point of personalization to re-engage potential customers.
• 📱 B2C social media platforms like Facebook, Twitter, Instagram, Reddit, and TikTok are suggested as underutilized channels for B2B marketing with potential for high returns.

Q & A

When was the live event at SAS open.com mentioned in the script?

The live event at SAS open.com was recorded on March 28th and 29th.

What is the next SAS open event scheduled for?

The next SAS open event is scheduled for September 5th and 6th in New York City.

Who is Nathan ladka and what is his background?

Nathan ladka is a software engineer turned marketer who launched and sold his first software company in 2015, wrote a Wall Street Journal bestseller, and created founderpath.com, where he has invested in over 400 software founders.

What is the primary focus of the company Nathan ladka founded?

The primary focus of the company Nathan ladka founded is to provide non-dilutive deals with B2B software founders, ensuring they don't have to give up equity.

How did Nathan ladka's company manage to survive during the period of financial struggle?

During the financial struggle, Nathan ladka's company survived by cutting expenses, converting sales commissions into stocks, launching a mini version of the product for retention, and focusing on marketing campaigns that directly generated revenue.

What is the significance of comparison guides in the script?

Comparison guides are significant as they allow the company to parachute into deals in the last minute and potentially steal them away by providing an objective comparison of features, which can be sorted to highlight the company's strengths.

What is the purpose of convo ads as mentioned in the script?

Convo ads are used to generate pipeline quickly by offering something of value in exchange for the prospect's time for a demo, allowing the company to have a direct sales conversation with potential customers.

What is the concept behind the 'Clos loss campaign' mentioned in the script?

The 'Clos loss campaign' involves going back to companies or buyers where deals were previously lost, using the reason for the loss as a personalized message to re-engage and potentially revive the opportunity.

Why is B2C social considered a valuable channel for B2B marketing according to the script?

B2C social is considered valuable for B2B marketing because it allows targeting of the same people using the same email or PII on platforms like Facebook, Twitter, Instagram, Reddit, and TikTok, where they are less accustomed to B2B ads, potentially gaining their attention.

How does the script suggest using buyer intent signals to gain a competitive advantage?

The script suggests using buyer intent signals to identify companies that are in the midst of making a purchase decision, allowing the company to target them with comparison guides and other marketing materials to influence their decision.

What is the importance of experimenting with different marketing channels as highlighted in the script?

Experimenting with different marketing channels is important because it allows marketers to break the status quo, reach potential customers where they are, and discover new opportunities that competitors may be overlooking.

Outlines

00:00

📈 Overcoming Financial Challenges and Scaling a Business

In this segment, Nathan Ladka, a software entrepreneur and author, discusses his journey of scaling a business from 2 million to 12 million in ARR. He shares the challenges of competing with a well-funded giant and the strategies he employed to ensure his company's survival and growth. Key tactics include cutting expenses, converting sales commissions into stocks, launching a mini-version of the product to retain customers, and focusing marketing efforts on generating revenue. Nathan emphasizes the importance of data-driven marketing and experimentation to guarantee a predictable pipeline. His company's turnaround involved aggressive measures that eventually led to a break-even point, securing investments, and achieving sustainable growth.

05:02

🚀 Leveraging Review Sites and Buyer Intent Data for Deal Acquisition

Nathan explains how his company utilized review sites like G2 to enhance their profile and gain credibility, which was crucial for attracting potential customers. By investing in reviews and buyer intent signals, they were able to identify companies in the market for their product and engage them with comparison guides. These guides, provided by G2, were sorted by features where Nathan's company excelled, increasing their chances of being considered during the purchasing decision. This strategy allowed them to parachute into deals and compete effectively against better-funded competitors, even without extensive marketing budgets.

10:03

💡 Implementing High-Impact Marketing Tactics for Pipeline Generation

The speaker outlines several effective marketing tactics for generating a sales pipeline. One such tactic is using LinkedIn's conversational ads, which function like promoted emails, to offer something of value (like a gift card or a marketing audit) in exchange for the prospect's time for a demo. Another tactic is the 'Clos Loss' campaign, where they revisit lost deals to identify new opportunities based on changed circumstances. They also leverage user gems data to track when contacts switch jobs, allowing them to re-engage with prospects in their new roles. The speaker emphasizes the importance of personalization and credibility in sales outreach, which can lead to reinvigorated interest and pipeline growth.

15:04

🛍️ Breaking B2B Marketing Conventions with B2C Social Media Strategies

Nathan challenges the common belief that B2C social media platforms are ineffective for B2B marketing. He advocates for experimenting with ads on platforms like Facebook, Twitter, Instagram, Reddit, and TikTok, using unconventional targeting methods. By bidding on people rather than relying on native B2B targeting, marketers can disrupt the status quo and capture the attention of a broader audience. The key is to understand the unique targeting capabilities of each channel and to be willing to test and iterate to find what works best. This approach can lead to significant arbitrage opportunities and break through the noise of traditional B2B marketing channels.

Keywords

💡SAS Open

SAS Open refers to the live event organized by the speaker, Nathan Ladka, which is a gathering of a thousand software CEOs. It is a central theme of the video as it provides the context for the discussion and the challenges faced by software companies. The event is mentioned as having taken place on March 28th and 29th, with a future event planned for September 5th and 6th in New York City.

💡Competition

Competition in the script refers to the struggle of smaller software companies to compete with larger, well-funded entities, such as a 'giant' with 400 million in funding. It is a key concept as it highlights the central challenge addressed in the presentation, which is how to succeed despite overwhelming competition.

💡Product Market Fit

Product Market Fit is a term used to describe the congruence between a product and its target market, where the product is well-received by the market it is designed for. In the script, the speaker discusses the journey to finding product market fit for his company, which was a significant turning point in their financial trajectory.

💡Non-dilutive Deals

Non-dilutive deals are financial agreements where capital is provided to a company without taking any ownership or equity in it. The speaker mentions that he raised a large fund to do non-dilutive deals with B2B software founders, emphasizing the importance of this approach for founders who wish to maintain full ownership of their companies.

💡ARR (Annual Recurring Revenue)

Annual Recurring Revenue (ARR) is a financial metric that represents the amount of revenue a company can expect to generate in a year from its existing customer base. The script discusses the growth of the company from 2 million to 12 million in ARR, indicating the company's financial growth and success.

💡Runway

In the context of the script, 'runway' refers to the amount of time a company can continue its operations without additional funding, typically measured by the amount of cash on hand. The speaker describes a period of worry about the company's runway, indicating a critical phase in the company's financial health.

💡Aggressive Measures

Aggressive measures in the script refer to the drastic actions taken by the company to cut costs and ensure survival, such as reducing expenses and converting sales commissions into stocks. These measures were critical in turning the company's financial situation around.

💡Comparison Guides

Comparison guides are tools used by potential customers to evaluate different vendors and their offerings based on features, pricing, and other criteria. The script describes using comparison guides from review sites like G2 to enter deals late and potentially win them by providing an objective comparison that highlights the company's strengths.

💡Conversational Ads

Conversational Ads, as mentioned in the script, are a type of LinkedIn advertising where a chatbot engages with users through promoted emails. The speaker describes using these ads to quickly generate pipeline by offering something of value in exchange for the prospect's time for a demo.

💡B2C Social

B2C Social refers to the use of social media platforms typically associated with business-to-consumer marketing for business-to-business marketing efforts. The script challenges the notion that platforms like Facebook don't work for B2B, advocating for the use of these channels for targeting potential customers with tailored ads.

Highlights

The live event SAS open.com was attended by a thousand software CEOs with the next event scheduled for September 5th and 6th in New York City.

Nathan ladka, the speaker, launched and sold his first software company in 2015, wrote a Wall Street Journal bestseller, and created founderpath.com for non-dilutive deals with B2B software founders.

Founderpath.com has invested over $150 million in over 400 software founders, aiming to provide capital without giving up equity.

The speaker discusses strategies to grow from 2 million to 12 million in ARR using tested playbooks to produce a pipeline.

Nathan ladka's background in robotic software engineering transitioned into a successful career in B2B marketing, leveraging his technical skills in a technical job market.

The company's revenue growth was initially slow, taking years to find product-market fit, but eventually led to significant ARR growth.

Facing a financial crunch, the company took aggressive measures to cut expenses and convert sales commissions into stocks to sustain the business.

The company focused on generating revenue directly from marketing campaigns rather than just leads or pipeline.

Nathan ladka emphasizes the importance of being a sustainable company to attract better investors and terms.

The company renegotiated growth targets multiple times, aiming higher after securing funding and achieving product-market fit.

Four key playbooks are discussed for B2B SaaS companies to compete against giants with more funding.

Utilizing comparison guides from review sites to intercept deals at the last minute and present an objective comparison.

Implementing conversational ads on LinkedIn to quickly generate pipeline by offering something of value in exchange for a demo call.

Running loss campaigns to revisit lost deals and re-engage with prospects under different circumstances.

Using B2C social media platforms for B2B marketing by leveraging precise targeting and standing out against the usual content.

The importance of experimenting with different channels and tactics to break the status quo in B2B marketing.

The presentation concludes with a call to action, offering the audience Nathan's contact information for further engagement.

Transcripts

quick context this was recorded March

28th and 29th so a couple weeks ago at

my live event SAS open.com we had a

thousand software CEOs there if you

missed it we hope to see at the next one

September 5th and 6th in New York City

SAS open.com but for now let's jump into

the recording the bank account went down

and down and down how do you compete

with a giant that has like 400 million

if I'm not mistaken in funding how do

you compete with someone like that now

how did we make it and that's the

majority of this presentation

hey folks if we haven't met yet my name

is Nathan ladka I launched and sold my

first software company back in 2015 and

went on to write a book about it which

you guys made a Wall Street Journal

bestseller purchasing over 30,000 copies

thank you so much for that after the

book I launched this show and went went

on to create founder path.com I raised a

large fund to do non-dilutive deals with

B2B software Founders so Far We've

invested in over 400 software Founders

totaling $150 million here in 2024 we're

doing three to four New Deals per week

so if you're looking for Capital and

don't want to give up Equity go sign up

at founder path.com for free to get your

offer all right let's jump into the

interview from 2 million to 12 million

in ARR and what particular playbooks we

use to get there some of them are not

very sexy but they've been tried over

and over and over and are guaranteed to

produce pipeline so focus on

that a little bit about myself I'm a

software engineer a robotic software

engineer in my background I turned into

a marketer at some point did a good job

because I have a technical background

and today B2B marketing is a very

technical job so I've done well as a VP

of marketing and at some point I saw the

gap between what is available to a vpf

marketing in terms of data and

technology and what is possible in terms

of data technology for a BB marketer and

I made a choice to take the leap and

start a company that if you're our

customer you essentially don't have you

don't have to hope for pipeline you

don't have to you know be a rocket

scientist to generate pipeline because

you use experimentation and data as a

means to an end to guarantee that you

have predictable Pipeline with economies

of

scale a little bit about our Revenue

because that's that's the proof that you

should listen we had a very interesting

path where it took us years to find

product Market fit for years we built

this piece of software and did a lot of

customer development and in

2020 we found what we thought was

product Market fit I was so happy after

years finally a meaningful re Revenue

number a meaningful ARR but

unfortunately this also happened at the

same

time have you ever been in a situation

as a Founder where you're worried about

your

Runway I couldn't sleep during that time

we had less and less money in the bank

and although we had product Market fit

you know we had a repeatable sales cycle

the same kind of customer the same kind

of pitch roughly the same amount of

Revenue but the bank account went down

and down and down and investors wouldn't

take my money not the good investors I

had a bunch of sharks who thought it

were bleeding and would give us terrible

term sheets but no good investors want

to put their investment on the

table and so in one day I've decided

that try instead of trying the same

thing trying to raise money with the

same story that I have product Market

fit Etc I have to take ownership on on

the future of the company and so we

decided to cut enough of the spending

and I'll show you exactly what tactics

we did what we took such aggressive

measures to make sure that next time we

go fundraising we don't need a fund

raise and when you don't need the money

when you go to an investor and you tell

them this is happening anyway you are

invited to join us for this journey the

conversation is very very different you

talk to different people much Kinder

people and you get term sheets that

you're proud of not something that

you're ashamed to go to your board with

so what did we do first things first the

decision that many people don't like to

do cut expenses we I went through every

line item in QuickBooks every line item

in my American Express credit card and

whatever was not necessary to keep the

lights on I didn't pay

just like that my credit score went down

to about 300 at some point with American

Express they didn't like that and they

would call me every day pay your bill I

like I'm not paying anything out of the

bill until I have money then I'm paying

all of it and you know that happened

eventually but I didn't like the the the

path in between I have some derogatory

marks uh and I'm proud of it because it

saved the company I also went to my

sales team who were doing great and told

them look I can't really pay you but

you're doing a good job can I convert

some of your commissions into stocks and

surpris inly more than 50% said yes the

best sales people in fact said yes and

now they are they majority stakeholders

in the company a bunch of other hacks we

did we launched I talked to all of the

customers I I decided that moment that

I'm going to meet every customer that I

have you know we only had like what 50

or 40 but I met all of them and learned

that for some of them that were about to

churn a piece of the product was still

relevant to them so we launched a mini

version of the product and we're able to

to maintain some of the some of the grr

some of the retention

we did a bunch of other measures for for

example every campaign that I had every

marketing campaign that I had had the

all the way to revenue uh Roi return on

investment I made sure that every

campaign that we have generates Revenue

not just pipeline not just leads but

actually goes all the way to revenue and

so we were able to focus and then

quadruple down on what was

working and so that was that was kind of

the mecs we took from here I can tell

you we got into Break Even it you don't

see it here that was the previous

present a but I got we got all the way

to I think 25 Grand in the bank it's

like not a lot of money in the bank

almost going under and then slowly going

up from that moment I was able to get

200k in account receivable debt from

that I was able to get 300K in

convertible note and then $2 million uh

raise and then a 4 and a half million

right after that so being sustainable

company chills out investor they're like

all right there's one less risk I know

you're not going to run out of money I

know this is happening anyway looks like

you have product Market fit now I'm

going to give you a

shot and that year was a special year

because after we raise that money

suddenly the survival was like we didn't

have to survive we didn't wake up every

morning okay how am I making it one more

day and from that mindset when you not

have when I still get cash updates by

the way twice a week so I still have a

little bit of PTSD but I don't wake up

every morning thinking I'm running out

of cash and that gives you a little bit

of okay now let's think about the vision

what do I want

and when things started working out the

product Market fit was really there and

so once we started investing in sales in

marketing we're a little bit more more

spendable than before we started

focusing on what is what is repeatable

that can take us to the next level and

we actually negotiated if if the year

before I negotiated with the board to

cut the growth by half because I didn't

have the money to support that growth

this year we're like hey how much more

can we grow this may not last forever

which it didn't right the economy tanked

so like how do we take advantage of a

market that is growing and so we we

renegotiated with my leadership team

three times and we almost made it to the

third goal so instead of gr to five

instead of going to 7 and a half which

was the new goal we decided 12 and a

half is the third goal and we almost

made it now how did we make it and

that's the majority of this

presentation there are four four cool

playbooks some of them came from us

metadata and some of them came from our

customers because we run demand

generation for B2B companies B2B SAS

companies mid markets then we have a lot

of proof a lot of quantitative proof on

what works when I say works again I

don't talk about vany metrics I don't

care about leads don't care about

Impressions click through rates all of

those cool you know kpis that that you

know growth uh hackers talk about I

really don't understand much about I

dive all the way into board level kpis

Revenue cak

pipeline comparison guides so we were

poor still even with an a round we were

competing with giants that were creating

categor is spending lots of money on SEO

and sem you know owning all the display

inventory so how do you compete with a

giant that has like 400 million if I'm

not mistaken in funding how do you

compete with someone like

that one hack is called comparison

guides we were able to parachute into

deals in the last minute and steal it

away How does it go so most companies

invest advertising and marketing money

in the entire funnel everything from

what is this category about what problem

are we solving who's the best vendor

what are the features why is our pricing

the best this is cool if you have the

money to do it that's amazing if you

don't we didn't we said hey we're going

to focus on one area only when they get

to the place where they're already

qualified they already know they want to

purchase something and they're just

comparing vendors comparing features

based on the problems that they have I

want them to know about us in fact when

they do the comparison I want to be the

one that gives them the comparison guide

and so what did we do

first thing

is um review sites just like there is

Yelp for a consumer there is G2 there is

trassy radius and a bunch of other

websites to help consumers of SAS

determine which vendor they should go

with right this exists we started paying

the biggest check I paid was for G2 I

paid them for two things one to have

lots of reviews so that our profile

looks good our customers loved us and

wanted to make sure it's very public so

we had one of the best G2 profiles if

you go there you're already half in the

second one is how do I know that the

deal is being cooked right if my

competitor is talking he's not telling

me hey I'm talking to this to this

Prospect you should join in I need to

figure out that the deals are in the

making so I purchased the buyer intent

signal it's a very fancy name to pay for

a web blog data G2 would send me their

web blog data it's like an a bunch of

ips and URLs and what I did with that is

reverse IP so I understand which company

it is which which location it is I know

who is my customer so I will go and find

the contacts of that customer and I

would start bombarding them with emails

and adds to tell them hey I think you're

in a buying cycle for this particular

product right here's a comparison guide

It's a gener generic comparison it's

objective comparison guide and the

comparison guide was not created by us

it was created by G2 so there is

credibility to it but as the author as

the one who is sorry as the as the

vendor I can determine which which

features I'm sorting the guide by and I

can sort it by the features that I'm

best at for example we're best at Roi

the best vendor in our category and so I

would go and sort the buyer guide based

on this feature and when the customer if

they care about Roi or ease of

implementation or customer service boom

we come up first even if you don't come

up first it's still worthwhile to do it

because if you're in the top three or

top four it's very likely that the

person is going to give you a shot

they're going to give you half an hour

on the phone to make convince them even

if they use it as a negotiating tactic

they're going to give you the time of

day to at least compare you to someone

else so comparison guide from review

sites you don't brand it don't brand it

with with your logo make sure the the

the the person who is buying understand

this is an objective as much as possible

objective comparison and you'll get a

shot at a

table this is how to do it it's not very

complicated I do the step by step by by

the end of this presentation you have my

email I think Nathan will also send you

uh these slides but this is a very easy

to implement within I would say a month

you can have this up and

running second one convo ads many times

CEOs of SAS companies or VP of

marketings for SAS companies ask me how

can I generate pipeline quickly I am

told that there's no Silver Bullet it's

wrong there are some silver bullets out

there you can apply tactics a Zer some

game of time and and money and and the

audience you're going after right like

you have there there are some

restrictions but there are particular

playbooks that can generate pipeline

quickly I'm not talking about like ebook

leads webinar attendees no I'm talking

about people who will hop on a call

knowing they're going to be sold to is

the person you want to sell to and you

have half an hour to try to sell them I

can't guarantee you'll sell them but

you'll have half an hour to try and do

it how do you do it LinkedIn has this ad

type called conversational ad it's

basically a promoted email right you get

emails all the time on your email you

don't open them they're in the

promotions tab but on LinkedIn you get

emails and if you pay for it as a vendor

you can be on top of the list so you'll

be the first person that they see on

their email and it's a chat bot that you

can create it's a workflow that

basically ask them and the work for that

we use is either giving a gift card a

donation or an audit a marketing audit

for your company so something of value

you get something of value for free in

return you give us your time half an

hour 25 minutes for a demo this tactic

we've been using it maybe for four years

now it hasn't been exhausted all of my

customers use it it hasn't been

exhausted it's you know the RP Char is

not there you can't get it for really

cheap anymore because many people know

about it but this works and within weeks

within maybe a we two weeks of of

executing this campaign you would be

able to start seeing a flow of demo

request as simple as that uh it's not

rocket science the steps are here you

can determine exactly which buyer which

influencer which message you want to get

them you pay for the email you pay for

the targeting you also pay usually for

some sort of a value ad where it's a

gift card or an audit or whatever it is

that you want in return you get a shot

in selling to your prospect and if even

if you don't sell at the very least you

get the objections and you can learn and

iterate next one Clos loss campaign this

didn't use to be like nicely packaged in

a slide like that but I started using

this tactic many years ago it used to be

me and my VP of sales sitting in a bar

doing shots two of our laptops open and

as time goes by we're less worried the

typos and the type of emails that we

send and how many emails and is it

perfect no but basically the tactic is

you lost many deals sometimes to price

sometimes to a competitor sometimes due

to timing and so you go back to the same

company and you go back to the same

buyers two different a revenues same

buyer different company things change

same company different buyer different

point of view you go and you use

whatever reason you lost that deal if it

was budget maybe now there is budget if

it was timing maybe now is the right

time if it was a competitor maybe that

competitor sucks so you go and you have

that message you started conversation

with that person and the other Avenue is

we want a huge deal just by going to the

same person who liked us but it could

she couldn't bring us into that company

she later joined topot big ass logo that

we still have and we were able to win

that just because we walk it up it's

like hey you remember us you liked us

you work in a new company now and so the

are very simple here where you need to

gather the data from your Salesforce you

can add on top of that information from

user gems user gems is a very unique

data source that tells you which people

switched which jobs uh another thing

that you can put there is the reason why

you lost that deal because that's how

you personalize the message you you the

the the opener for the

conversation that simple tactic always

gets you uh pipeline back always this is

the email that we sent it's not very

sexy it's long but you can notice two

things maybe you can you cannot I'll

tell you first this is not hopspot this

is a polo we have hopspot but we don't

send this email from hopspot because

this is not a marketing email it's a

sales email also the email doesn't come

from a marketing at metadata or my my AE

or my VP of sales no this comes from the

same ICP I find the same person that I

sell to and I find the same person in my

company who is equal and I sent that

email from them because there is much

more credibility there's comaraderie

between a marketer and a marketer versus

a salesperson and a marketer those two

things very high M very high open rate

and reply rates and you can see below oh

no you cannot see now you can see below

the bunch of opportunities within less

than a week it's a healthy open rate you

know 30% of the people open the email

some of them reply a bunch of new

opportunities some of it you don't even

see here it's conversations that happen

over text oh I saw that email yeah I'm

I'm ready to to to hop on another call

oh it wasn't right before let's hop on a

call now so not very sexy tactic I do it

every quarter guaranteed to wake up some

buyers and get you some uh some deals

back on the table it's very important to

add new contacts to to the companies

that the the the champion moved to

another one so you add more and more

people into that into that contact so

that one of them will give you a shot

last but not least b2c social how many

times have you heard the

sentence Facebook doesn't work for B2B

they say it all the time all

kind of secret cows out there go

Massacre them because you'll be the one

who breaks the status quo you'll be one

of the only marketers out there who goes

and bid on people on Facebook on Twitter

on Instagram on Reddit on Tik Tok people

are everywhere all the time and if you

target them

if you like if you target them properly

meaning if you don't use the channels

native targeting which sometimes doesn't

make any sense for B2B right Facebook

doesn't care about B2B they make 90% of

their revenue from political and

consumer campaigns so they don't have

any job title or company name on

seniority but we do we're not not not

the only vendor but we're one of the

layers of targeting for a company like

Facebook so if you target exactly the

same people using the same email the

same piis now you have a whole new

channel and first of all

it's interesting because you'll be able

to distract them they're so accustomed

to the usual content on Facebook some

see a B2B ad for them you're going to

get their attention two you're going to

be doing crazy Arbitrage in our platform

we constantly clone automatically

campaigns exactly the way they are chel

one campaign type to the other because

the cap goes down significantly you're

you're competing against many many less

people so gives you the opportunity to

Target more people with the same

budget so take a look every channel

gives you different types of targeting

capabilities on Kora on Reddit you can

Target based on questions on tags people

are asking questions about what problems

are you solving whatever problems that

you're solving put them in a long

sentence now you'll start targeting

based on that tag it's very very

powerful but you have to experiment you

have to experiment constantly and see

what works for you just by trying just

by trying you'll be outside of the 99%

of the marketers who only go after

LinkedIn and Google and that's it

that's it I'm one and a half minute

before my end thank you for your

[Music]

time thanks very much