Hey - Marc here.

Happy Saturday morning, motivated B2B SaaS Founders!

Here's at least one tip to keep in mind as you grow your B2B SaaS company:

Today's issue takes about 5 minutes to read.

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In today's issue, I share some key takeaways from Wing Assistant's CMO and co-founder Roland Polzin’s presentation at Nathan Latka's conference “SaaS Open 2023” in New York. He discussed how he leveraged marketing analytics to scale from $1m to $11m.

Roland is an experienced leader and a strong decision-maker valuing critical thinking, analytical approaches to problem-solving, and hands-on collaboration. As a technology entrepreneur, he is changing the way people get help with everyday pain points to enable them to own their time.

About Wing Assistant

Wing Assistant is a platform that connects small and medium-sized businesses with remote talent. They serve SaaS startups, marketing agencies, legal companies, and other businesses. Initially, they marketed themselves as a virtual assistant company, which had negative associations due to quality issues with outsourcing work. However, they wanted to disrupt this space by applying software solutions.

Their platform allows users to delegate tasks to remote talent, and they offer various features like password management and task management systems. Wing Assistant also has a software called "Wink," similar to Loom, for easy screen recording and delegation within the platform.

Challenges

Despite having an efficient system in place, they faced bad traffic like bots and irrelevant leads.

To counter this, they implemented the word "rats" in the chat when dealing with job seekers or irrelevant traffic. By doing so, they built a database of bad traffic and could exclude certain locations and audiences from our ad campaigns.

Advice to Other Founders

Become hyper-responsive to incoming users and prospective customers.

They set up three ways for customers to engage with them: scheduling demos through Calendly, using their website chat for questions, and implementing a self-sign-up system for a quick and easy checkout process. This way, they could capture valuable conversions and optimize their campaigns.

Employ a Google Tag Manager.

They implemented an inconspicuous word, "beautiful," in their chat conversations. Whenever a lead expressed interest in their services, their sales team would use this word in the chat, allowing the Google Tag Manager to recognize it as a positive conversion and optimize accordingly.

Data plays a crucial role in growth.

By collecting, structuring, and understanding the data, they could continuously expand their services and upsell existing customers. Furthermore, it helped them identify and address malicious activities, leading to a substantial refund from Google for irrelevant traffic.

TL;DR

Roland Polzin, CMO and co-founder of Wing Assistant, discussed how they scaled from $1m to 10m in revenue. They used Google ads efficiently, set up reliable analytics with Google Tag Manager, and dealt with bad traffic creatively. Data played a crucial role in their growth, allowing them to expand services and get a refund from Google for irrelevant traffic.

PS Here is a link to the full interview if you are interested in listening to the full episode: How they built a successful sales team and scaled to +$10m ARR

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See you again next week.

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