Grow Your B2B SaaS

In this conversation with Frank Sondors, CEO of Forge and a sales and AI integration expert, listeners dive into the rapidly evolving landscape of sales. Frank reveals how he scaled his company to $3 million in just a year by merging AI with sales processes. He discusses the transformative role of GTM engineers and highlights the importance of blending AI tools with human efforts. Frank addresses common misconceptions about AI adoption and emphasizes the need for personalization and automation in crafting effective go-to-market strategies.

In this episode of the Grow Your B2B SaaS podcast, we sit down with Alexander Estner to talk about how to grow a SaaS company from zero to $1 million in ARR — and why many founders struggle to get there. Alex is a SaaS expert who has helped lots of startups build strong go-to-market (GTM) strategies. He shares a simple, step-by-step playbook that breaks the journey into three key stages: hustle, focus, and expansion. You’ll hear why it’s so important to start with a clear plan, how to avoid common mistakes like trying to sell to everyone, and why it’s better to test and learn than to aim for perfection from day one. Alex also gives practical tips, useful tools, and real-life examples that show what works and what doesn’t. Whether you’re just starting out or already have some traction, this episode is full of helpful advice to move your SaaS business forward. If you're trying to figure out how to grow the right way, without burning out or wasting time, this conversation is definitely worth a listen.Key Timecodes(0:38)-Guest Introduction: Introduction of Alexander Estner and today's topic(1:34)-Why Go-to-Market Strategy is Important: Alex explains the significance of a go-to-market strategy(3:05)-Strategy vs. Execution: Differentiating between strategy and execution in go-to-market(3:39)-Misconceptions in SaaS Growth: Discussing common misconceptions about reaching $1 million ARR(5:23)-Iterative Growth Approach: The necessity of an iterative approach in SaaS growth(6:41)-Common Mistakes in Go-to-Market Strategy: Alex shares frequent pitfalls founders encounter(8:49)-Owning Go-to-Market: The importance of founders owning their go-to-market strategy(9:05)-Three-Step Go-to-Market Process: Introduction to the hustle, focus, and expansion modes(13:27)-Documentation in Hustle Phase: Importance of documentation to ease the transition to focus mode(15:54)-Expansion Mode: Options for growth beyond $1 million ARR(17:02)-Tools and Templates: Recommended resources for executing go-to-market strategies(18:22)-Real-Life Implementation Challenges: Where founders struggle in real-life execution(21:07)-Immediate Actions Post-Episode: Steps for founders to take immediately after the episode(24:32)-Who to Work With: Identifying the key players in executing a go-to-market strategy(26:04)-Transparency in Go-to-Market: The importance of transparency in pricing and product information(29:18)-Summarizing Go-to-Market Advice: Key takeaways for founders(31:12)-Advice for Early-Stage Founders: Tips for growing to 10K MRR(32:15)-Scaling to 10 Million ARR: The role of customer success in driving revenue(34:21)-Summary of Key Points: Recap of the three-step process and key advice

Welcome back to another episode of the "Grow Your B2B SaaS" podcast. In this episode, the host, Joran, takes a unique approach by interviewing himself. This episode is particularly personal and fresh, as Joran shares a recent experience involving an acquisition that was 99% complete before it unexpectedly fell through. The purpose of this episode is to provide insights and lessons learned from this experience to help other founders navigate similar situations.This episode offers a candid look at the complexities and emotional rollercoaster of an acquisition process that almost reached completion. Joran's willingness to share his experiences provides valuable insights for other founders who may find themselves in similar situations. Key Timecodes(0:02) – Podcast Introduction by Joran(1:13) – Acquisition Collapse(2:23) – Background on Reditus(3:33) – Reditus Business Model(4:45) – Bootstrapping Challenges(5:59) – Growth Strategies and Clients(7:11) – Free Trial Model Changes(8:30) – Acquisition Interest and Initial Offer(10:52) – Acquisition Process Begins(12:09) – Acquisition Offer Details(13:20) – Negotiating the LOI(14:31) – Earnout and Upfront Purchase Price(15:44) – Legal Advice and LOI Signing(17:53) – Due Diligence Process(19:09) – Creating a Data Room(20:25) – Technical Due Diligence(22:57) – Share Purchase Agreement (SPA) Negotiations(24:05) – Concerns About Financing(25:17) – Delays in SPA Finalization(27:35) – Office Meeting with Buyer(28:41) – Cultural Differences Noted(30:47) – Termination of Acquisition(31:54) – Waiting on Financing(33:12) – Mental Preparation for Acquisition(34:22) – Request for Stripe Account Access(35:35) – Termination Call and Reasons(36:54) – Impact on Team and Employee(37:54) – Legal Fee Reimbursement and Next Steps(38:59) – Considering Further Legal Actions(40:09) – Key Learnings from the Process(41:15) – Final Thoughts and Advice

Imagine this: you’ve finally finished building your product after countless late nights. The code works, the demo is ready, and your first prospect is waiting. Your heart races because you know one thing for sure: if this person says no, nothing else matters. On this episode of the Grow Your B2B SaaS Podcast, host Joran Hofman chats with Zoltan Vardy, founder of The Launch Code, about why this exact moment is so important. As a founder, you're not just pitching a product—you are the product's voice, its story, and its proof. Customers don’t care about fancy features or your funding round. They care about solving their pain. And when that pain is real, they need someone who truly understands it—you. Founder-led sales give you the chance to connect directly with buyers, test your messaging, and build trust in ways no marketing tool can. According to Zoltan, it’s not just about selling. It’s about leading with purpose, listening deeply, and learning fast. If you’re not leading the charge, you’re missing the biggest growth opportunity your startup has.Key Timecodes(0:00)- Importance of Solving a Problem in Sales  (0:38)- Introduction to Founder-Led Sales and Guest Introduction  (1:23)- Misconceptions About Sales for Tech Founders  (2:40)- Case Study: Banners and the Importance of Problem-Solution Connection  (3:27)- Why Founder-Led Sales is Crucial  (4:40)- Example: Camp Map and Founder-Led Sales Turnaround  (6:00)- Common Mistakes in SaaS Sales  (7:20)- Zoltan's Blueprint for Successful Founder-Led Sales  (9:44)- Starting Sales: Value Proposition and Customer Targeting  (11:43)- Overcoming Fear and Pain of Selling  (13:13)- Transformation Example: Action Audit  (14:53)- Sales as a Transformation Process  (16:07)- Challenges in Implementing the Blueprint  (18:32)- Steps to Get Started with Sales Today  (20:00)- The Myth of Hustle Culture and Real Sales Work  (21:16)- AI in Sales: Enhancements, Not Replacements  (23:30)- Preparing for Objections in Sales  (24:16)- The Future of Sales with AI Integration  (26:05)- Sales in Enterprise: Importance of Personal Touch  (28:00)- Case Study: Dextery's Clear Problem-Solution Connection  (30:01)- Iteration in Value Proposition and Market Fit  (32:29)- Persistence in Entrepreneurship  (32:39)- Summary of Key Advice on Founder-Led Sales  (33:09)- Advice for Growing SaaS Companies: Zero to 10K MRR  (33:55)- Advice for Scaling to 10 Million ARR  (35:05)- Final Summary and Key Takeaways  (37:21)- Zoltan's Offer: Free Chapter of The Launch Code Book  (37:45)- Encouragement for Founders to Embrace Selling  

Patrick Cumming, the Head of Marketing at KlientBoost and co-host of Client Boost Kitchen, shares invaluable insights on the pitfalls of paid advertising in the SaaS world. He stresses the necessity of having strong product-market fit before investing in ads, warning against the dangers of advertising without demand. Cumming introduces a five-step framework for creating effective ads and highlights the importance of targeted audience strategies and timing. He also discusses common mistakes when scaling ad campaigns, emphasizing data-driven approaches for maximizing ROI.

Struggling to turn new sign-ups into loyal, paying customers? You’re not alone, and the problem might not be your product, it might be your onboarding. In this episode of Grow Your B2B SaaS, we’re joined by onboarding expert and best-selling author Ramli “RJ” John to break it all down. Ramli exposes what most SaaS companies miss: onboarding isn’t a feature — it’s a full-blown business strategy. We explore how to craft onboarding experiences that form habits, boost user activation, increase retention, and drive revenue. Whether you're a scrappy startup or scaling toward $10M ARR, this episode is packed with real talk, actionable insights, and smart frameworks that will help you turn more free trials into forever customers.Key Timecodes(0:00)-Introduction: Aha moment and onboarding as a business problem(0:49)-Episode Overview: Building habit-forming hybrid onboarding(1:03)-Guest Introduction: Ramli "RJ" John and his work(1:42)-Importance of Habit-Forming Onboarding(3:00)-Retention and Profit from Effective Onboarding(3:41)-Misconceptions about Onboarding(5:18)-The Promise Fulfillment Concept(6:52)-Common Mistakes in Onboarding(8:00)-Moments of Confusion and Delight(9:37)-Goals of Effective Onboarding(11:05)-Step-by-Step Onboarding Improvement(12:45)-User Case Understanding and Endpoint Focus(15:02)-Hybrid Onboarding for Enterprise Customers(18:35)-Challenges and Overcoming in Product Onboarding(20:49)-Technical Product Onboarding Suggestions(24:15)-Immediate Steps for Onboarding Improvement(28:21)-Habit Formation in Onboarding(30:23)-Future of Onboarding with AI(33:33)-Risks and Opportunities for SaaS Founders(35:24)-Best Advice on SaaS Onboarding(36:08)-Growing Early Stage SaaS from 0–10k MRR(37:47)-Scaling SaaS to 10 Million ARR(40:04)-Summary of Key Points(40:45)-How to Contact Ramli and Closing Remarks

Kevin Lems, Commercial Director for Europe at Younium, shares his extensive insights on optimizing pricing strategies for B2B SaaS companies. He discusses the evolving landscape driven by AI, emphasizing the importance of usage-based pricing models. Lems addresses common misconceptions and outlines best practices for aligning pricing with perceived value. He also highlights strategies for early-stage founders to grow their revenue and offers advice on defining an Ideal Customer Profile to enhance marketing efficiency.

Nicola Calabrese, founder of Undertow and host of the Multilingual Content Podcast, shares his expertise on international SaaS expansion. He underscores the pivotal role of localization, emphasizing that it's more than just translation. Nicola discusses common misconceptions and mistakes companies make when going global. He provides a step-by-step approach for successful expansion, including the importance of market research and cultural awareness. Highlights include crafting effective style guides and navigating challenges in maintaining brand consistency across diverse markets.

Ready to crack the code on SaaS finances? In this episode, we’re breaking down the numbers behind successful SaaS businesses—without the boring jargon. We’re joined by Ben Murray, better known as The SaaS CFO, who brings over two decades of real-world finance and operations experience. He’s been in the CFO seat at multiple SaaS companies, and now he’s on a mission to help founders and finance leaders make smarter, data-driven decisions.Ben walks us through his popular Five Pillar SaaS Metrics Framework—a game-changing approach that simplifies the financial side of SaaS with templates, tools, and expert guidance. Whether you're building your first product or scaling fast, this episode will help you understand your margins, track the right metrics, and use your financial reports as a roadmap for growth.Tune in—it’s time to make your numbers work for you.Key Timecodes(0:00) - Introduction: Importance of bookings data and financial management(0:41) - Episode Overview: Deep dive into SaaS finance metrics with Ben Murray(1:37) - Guest Introduction: Welcoming Ben Murray, the SaaS CFO(1:46) - Key Question: Importance of financial reporting for SaaS founders(2:16) - Common Mistakes: Mismanagement of business with cash flow(3:26) - Misconceptions: Finance as a priority in early stages(4:01) - Five Pillar SaaS Metrics Framework: Introduction and overview(5:16) - Financial Reporting: Growth and bookings data importance(7:31) - Getting Started: Foundational needs for early-stage SaaS companies(8:28) - Implementation Steps: Key data sources and tech stack(10:01) - Data Sources: Financial, customer, HR, and bookings data(12:32) - Challenges in Metrics: Understanding economic operations(15:10) - Financial Strategy: Importance of forecasting and metrics(18:08) - Best Practices: Building a scalable finance function(20:22) - Popular Beliefs: Complications and simplicity in financial metrics(21:45) - Gross Margins: Costs in AI tools versus traditional SaaS tools(23:12) - Opinion on Debt: Financing options for SaaS companies(24:54) - Community and Resources: Ben Murray’s offerings and insights(27:27) - Benchmarking: Accurate methods for comparing SaaS metrics(29:05) - Future Risks and Opportunities: Preparing for 2025 and beyond(30:54) - Key Advice: Essential tips for SaaS founders(31:12) - Advice for Early-stage SaaS: Financial foundations and forecasting(32:01) - Scaling to 10 Million ARR: Five Pillar Metrics Framework implementation(34:44) - Summary: Key takeaways from the episode(35:13) - Closing Thoughts: Final remarks and contact information

Ever wondered who your perfect customer really is? In this episode on the Grow Your B2B SaaS Podcast, we explore the power of the Ideal Customer Profile (ICP) a must-know for B2B SaaS founders looking to grow smart. Our guest, Craig Brown, founder of Troubadour (a product marketing agency for SaaS startups), breaks it all down. With experience at HSBC, Beemri, and mentoring startups across the U.S., Craig brings a mix of deep business insight and stand-up comedian charm to the conversationKey Timecodes(0:00) – Introduction and Common Startup Challenges(0:49) – Guest Introduction: Craig Brown(1:45) – Importance of Defining an Ideal Customer Profile (ICP)(3:01) – Misconceptions About Identifying ICP(4:57) – Common Mistakes in Defining ICP(7:53) – Going Enterprise Too Early(8:47) – Evolving ICP and Product Development(9:19) – Step-by-Step Process to Nail ICP(13:56) – How Narrow Should Your ICP Be?(16:58) – Avoiding the Wrong Clients Through Messaging(19:21) – Where Companies Get Stuck Defining ICP(22:03) – Product-Market Fit: Not Just Revenue Milestones(24:23) – Adjusting SaaS Messaging as the Company Grows(27:16) – Product-Focused vs. Value-Focused Headlines(29:01) – Best Advice on Defining ICP(30:37) – Advice for SaaS Founders Starting Out(31:50) – Growing to 10 Million ARR: Challenges and Advice(34:24) – How to Find and Contact Craig Brown