The SaaS Podcast - SaaS, Startups, Growth Hacking & Entrepreneurship 432: N.Rich: From High Churn to Profitable ABM Platform - with Markus Ståhlberg
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Feb 27, 2025 Markus Ståhlberg, Co-founder and CEO of N.Rich, shares his journey of transforming a struggling ABM platform into a profitable venture. He discusses effective strategies for targeting high-value customers and the importance of resilience in overcoming challenges. The conversation delves into the nuances of account-based marketing versus traditional lead generation, and practical tips for enhancing sales conversions using LinkedIn. Markus emphasizes aligning marketing with sales and the value of a well-defined Ideal Customer Profile for successful engagement.
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Enrich's Early Struggles
- Markus Stahlberg and his co-founder started Enrich in 2015, leveraging their B2B publishing experience.
- Initially, they struggled with high churn as customers misunderstood ABM's long-term nature.
ABM vs. Lead Generation
- ABM focuses on targeting specific, high-value accounts rather than generating leads.
- It involves long-term relationship building and collaboration between sales and marketing.
Enrich's Origin Story
- Enrich started with a native advertising format before evolving into a full ABM platform.
- A key realization was the higher value of B2B customers and account-based data.
