SaaStr Podcast #060: Lawrence Coburn, Founder & CEO @ DoubleDutch On How To Use SDR As a Growth Engine


Welcome to Episode 60! Lawrence Coburn is the Founder & CEO of DoubleDutch, the category leader for event marketing automation. If you are at SaaStr and have the pleasure of using the SaaStr app, yep that is DoubleDutch! They have raised more than 75m in VC funding from some of the best VCs in the world including Index Ventures, Bessemer, Floodgate and Bullpen. As for Lawrence, he is a three-time entrepreneur, Lawrence also founded RateItAll, a top ten consumer review property, and LocationMeme, a blog about location based services. Lawrence is also the geo-location editor for The Next Web, is a mentor at IO Ventures, a San Francisco based incubator, and on the advisory board for the Enterprise 2.0 conference. Huge thanks to Jason Lemkin for the intro to Lawrence today.

lawrence_coburnIn today’s episode you will learn:
How did Lawrence make his way into SaaS and then come to found DoubleDutch, Continue reading "SaaStr Podcast #060: Lawrence Coburn, Founder & CEO @ DoubleDutch On How To Use SDR As a Growth Engine"

The Greatest Sales Deck I’ve Ever Seen: It’s Zuora’s, and it’s brilliant. Here’s why.

Editor’s Note: This post originally appeared on Medium. You can read it here. A few months ago, my friend Tim took a new sales job at a Series C tech company that had raised over $60 million from A-list investors. He’s one of the best salespeople I know, but soon after starting, he emailed me to say he was struggling. “I’ve landed a few small accounts,” Tim said. “But my pitch falls flat at big enterprises.” As I’ve written before, I love helping teams craft the high-level strategic story that powers sales, marketing, fundraising — everything. So Tim and I met for lunch at the Amber India restaurant off San Francisco’s Market Street to review his deck. After loading up on the all-you-can-eat buffet, I asked Tim, “At what point do prospects tune out?” “Usually a few slides in,” he said. Intent on maximizing dining ROI, Tim went back to the
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Friday Q&A: How to deliver value to VIP’s you want to connect with

Every Friday, we’re answering your questions about business, startups, customer success and more. Happy Friday! This week’s question comes from Sabitha A., who asks: Sabitha’s question is about our influencer outreach strategy, that calls for delivering value to the people you want to connect with (long before you ever ask them for anything). It’s a common question, and it makes sense. What could a “rookie” offer someone who’s been in the game forever, and reached the heights of success? There are two important pieces of advice I always give here:
  1. Reframe your thinking on this. Instead of thinking “I probably have no value to offer because I’m just starting out,” challenge yourself to think about the value you can offer. If you assume you can’t offer value, then you definitely can’t. But by getting creative, you certainly can.
  2. Think about what you have that the mentor does not Continue reading "Friday Q&A: How to deliver value to VIP’s you want to connect with"

A Newbie’s Guide to Dreamforce. Hint: You Can Go For Free. And You Will Learn at Ton.

Next week is the largest SaaS event on Planet Earth:  Salesforce’s Dreamforce.  (The SaaStr Annual ’17 will be #2).  I’ve been going since 2005, from ’06-’11 as a vendor, and ’12-today as a participant / speaker / etc.  I went first in ’05, when I knew nothing about SaaS.  Back then, I think it just took up part of Moscone West.  But even then … it was eye opening. Bottom line:  if you are in the Bay Area, you need to go.  At least for one day.  (If you aren’t in the Bay Area, you may need to go too, but I’m assuming it’s too late). First:  get a free Expo+ pass.  You can get one here.  This will get you into a lot of good stuff.   Go dreamforceto the Cloud Expo, where the vendors are.  Just see how they do it.  Learn from there.  Learn about field marketing.
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Product-led Growth: How to Determine the Right Time to Upsell Users

Editor’s Note: This is the third article in a series by OpenView’s Entrepreneur in Residence, Natalie Diggins, where she explores and defines product-led growth. You can read Part I here and Part II here.

Product-led growth is a go-to-market strategy that relies on product features & usage as the primary drivers of customer acquisition, retention and expansion.

In previous posts we defined Product-Led Growth (PLG) and discussed the need to create products that customers love for the strategy to be successful. We heard from PLG leaders like Slack and Expensify on their secret sauce. And we learned that the core of any successful PLG strategy starts with the customer experience. But in a PLG world, who are the customers?

Who’s the Customer

Identifying and targeting the “customer” has always been an important element of formulating a go-to-market (GTM) strategy. But “customer” is a broad term that encompasses a range of
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What should I do when investors sign the agreed documents but never funds the agreed investments?

Blame yourself and move on. Yes, they have a legal obligation to fund you. But what really happened is either:
  • You spooked them. Something came up they didn’t expect, and they don’t want to invest anymore. In this case, you probably breached the reps in the financing agreements (if there are any). Even if you didn’t breach anything contractually, you breached the obligation of disclosure. Or you did something unprofessional. Investors get spooked. Your fault.
  • You picked an unsophisticated/nonstandard/nonprofessional investor. That’s OK. All money is green. But these guys pull out of deals for many reasons.
Get over it, move on. You picked wrong, or sold wrong, it happens. Remember — investing in start-ups is scary AND it’s a game of trust. You are trusting the founders. They can easily take the money and run (this happens). They can wire the money to a fake company (this happens). Continue reading "What should I do when investors sign the agreed documents but never funds the agreed investments?"

What is a good demo conversion rate for SaaS startup?

This is a trick question. As are most funnel questions. The more folks you attract into your funnel, the lower your conversion rate. The fewer, but more highly qualified folks you attract, the higher the conversion rate. This is why SaaS start-ups often are so proud of their “amazing” conversion rates before they hire a real VP of Demand Gen. I’m not so proud. It’s because your top-of-funnel is unimpressive. So avoid obsessing too much about absolute metrics inside your funnel, especially the metrics between lead and close. Instead, measure them, and usually, drive them up. But sometimes, as your brand grows and you get better at marketing, you’ll attract more general passers by. And thus a lot of your conversion metrics will actually fall as you scale. View original question on quora

How to Take Your Content From Good to Great

Use these tips to make any post more interesting, useful and unique. There’s an insane amount of content published on the web, on just about any topic that you can think of. You’ll never see most of it, because most of it is horrible. And horrible content doesn’t get shared. Some of it is pretty good. Pretty good content can help you bubble up in search rankings over the long haul, and might help you appeal to a decent pool of readers who probably won’t love your content, but they’ll read it. And a very small portion of that content is extraordinary. It’s interest, useful and unique, and it’s probably most of what you actually see, because it’s the content that gets loved, interacted with and shared by thousands of passionate readers. You can write “pretty good” content just by putting in some effort to solve your audience’s challenges. If
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Deliver Value with No Strings Attached

“Create value for the customer and a lot of other things will take care of themselves,” says Nick Francis, co-founder and CEO of Help Scout. The company’s aim is to make every customer support interaction more human and helpful. It’s not just what their product does, it’s how they operate as a business. It’s refreshing because it’s authentic and true. We all want to be true. And truth is all about consistency. You can’t claim a standard and then behave in a way that is inconsistent with that standard. That is false. No one wants to be false. This applies to everything, including building a software company. Inconsistency breeds doubt about your claims and turns users away. What if HubSpot was terrible at marketing? Would you buy their marketing software? What if New Relic’s product had lots of latency and performance issues? What if Salesforce couldn’t sell? What if
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