Episodes

  • Peep Laja dives into why speed is a critical and often underrated competitive advantage in today's fast-paced business world. Learn how to make swift decisions, conduct rapid experiments, ship products and campaigns quickly, and gather market feedback efficiently. Drawing from historical military strategies and modern business practices, Peep explains how speed can help you stay ahead of the competition. Tune in to discover actionable insights on fostering a culture of speed within your organization, optimizing decision-making processes, and enhancing market agility.

    Chapters

    [00:00:00] Intro and Importance of Speed
    [00:01:15] Competitive Noise and Clones
    [00:02:15] Aggressiveness and Fast Action
    [00:03:15] Blitzkrieg in Business
    [00:04:45] Faster Decision Making
    [00:06:00] Chinese Car Manufacturers
    [00:07:00] OODA Loops
    [00:08:00] Innovate Faster
    [00:09:15] Reducing Waiting Time
    [00:10:00] Bezos Decision Speed Matrix
    [00:12:30] Democratizing Decision Making
    [00:14:30] Meeting Reduction
    [00:16:45] Copycats and Innovation
    [00:18:45] Personal Experimentation Failures
    [00:21:45] Final Thoughts

    My links:

    X: https://twitter.com/peeplaja

    LinkedIn: https://www.linkedin.com/in/peeplaja/

    Personal site: https://peeplaja.com/

    Wynter: https://wynter.com/

    Speero: https://speero.com/

    CXL: https://cxl.com/

  • In this episode, Peep Laja emphasizes the importance of deeply understanding your target market and ideal customer profile (ICP) to drive growth in B2B SaaS. He advocates for ongoing research to inform effective messaging, breaks down the key components of high-converting copy, and shares how tools like Wynter enable teams to get fast feedback and align around the ICP. By implementing these strategies, companies can speed up feedback loops and gain a competitive edge.

    [00:00:00] Intro: Winning through market understanding
    [00:01:22] Importance of regular market research
    [00:02:30] From annual to ongoing micro-testing
    [00:04:00] Optimizing for speed to insights
    [00:05:30] Getting budget for market research
    [00:06:30] Building mental availability
    [00:08:00] Balancing short and long-term efforts
    [00:09:00] Positioning vs. messaging
    [00:10:28] Four layers of effective messaging
    [00:12:30] Addressing buyer uncertainty
    [00:14:00] Communicating customer value
    [00:15:00] Importance of strong copywriting
    [00:16:30] Characteristics of good copy
    [00:17:00] Achieving team alignment
    [00:18:00] Speeding up feedback loops

    My links:

    X: https://twitter.com/peeplaja

    LinkedIn: https://www.linkedin.com/in/peeplaja/

    Personal site: https://peeplaja.com/

    Wynter: https://wynter.com/

    Speero: https://speero.com/

    CXL: https://cxl.com/

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  • In this episode, Peep dives into why niching down is the key to success for early-stage B2B SaaS companies. He explains how focusing on solving a specific problem for a targeted market, rather than competing directly with industry giants, allows startups to gain traction and dominate their niche. Peep emphasizes that niching down isn't about limiting your dreams, but rather a proven strategy to break into a competitive market and lay the foundation for future growth.

    Chapters:
    [00:00] - Introduction
    [00:30] - Why niching down is crucial for early-stage SaaS
    [03:30] - Capturing a small market first
    [08:39] - The importance of differentiation
    [11:59] - Real-world examples of successful niching
    [18:03] - Niching is about focus, not limiting dreams
    [22:10] - Case study: Lattice's niche in performance management
    [25:28] - When to consider an all-in-one solution
    [29:44] - Choosing a company name that allows growth
    [31:09] - Identifying a profitable niche
    [33:30] - Conclusion


    My links:

    X: https://twitter.com/peeplaja

    LinkedIn: https://www.linkedin.com/in/peeplaja/

    Personal site: https://peeplaja.com/

    Wynter: https://wynter.com/

    Speero: https://speero.com/

    CXL: https://cxl.com/

  • In this episode, Peep Laja explores the scientific laws of marketing, focusing on building mental and physical availability for brands. Drawing from the works of Professor Byron Sharpe and the Ehrenberg Bass Institute, Laja emphasizes the importance of being top of mind and easily found when potential customers are ready to make a purchase.

    The episode features insights from marketing experts who provide real-world examples. Peep also discusses distinctive brand assets, the limitations of hyper-targeting in B2B marketing, and the duplication of purchase law. He concludes by offering practical advice on increasing brand awareness and making target customers remember the brand when they need its product.

    00:00 - Intro
    02:00 - Mental and physical availability concepts
    04:40 - Brand building with Paul Dorsey
    05:45 - Buying triggers
    07:05 - HockeyStack's content marketing strategy
    11:00 - Physical availability in B2B SaaS
    12:00 - Distinctive brand assets
    18:45 - SurveyMonkey's rebranding story
    20:10 - B2B brands lack distinctive assets
    21:00 - Meaningless distinctiveness vs. differentiation
    22:20 - Identifying customer values with Wynter
    23:00 - Reaching all buyers in a category
    24:30 - Limitations of hyper-targeting
    26:00 - Category reach and lead generation
    27:45 - Ad reach and frequency
    28:50 - Duplication of purchase law
    30:00 - Conclusion

    My links:

    X: https://twitter.com/peeplaja

    LinkedIn: https://www.linkedin.com/in/peeplaja/

    Personal site: https://peeplaja.com/

    Wynter: https://wynter.com/

    Speero: https://speero.com/

    CXL: https://cxl.com/

  • This episode explores the critical factors that define market leadership, from being first in a category to leveraging innovation and strategic marketing. Hear from experts like David Aaker, Mark Ritson, and Byron Sharp on how top brands maintain dominance and why small brands face uphill battles. Discover actionable insights on standing out, staying top of mind, and converting prospects into loyal customers.

    [00:00:00] Intro: Winning in B2B SaaS

    [00:01:23] David Aaker on Market Stability

    [00:03:00] Mark Ritson: Challenges for Small Brands

    [00:04:08] Byron Sharp's Law of Double Jeopardy

    [00:06:30] The Importance of Mental Availability

    [00:09:30] Innovation vs. Excess Share of Voice

    [00:12:15] Case Study: Monday.com's Marketing Spend

    [00:17:08] LG's Failed Market Strategy

    [00:19:00] Creating a Unique Market Position

    [00:22:00] Staying Top of Mind Strategically

    [00:25:39] Creative Low-Cost Marketing Tactics

    [00:30:00] Outro: Key Takeaways

    My links:

    X: https://twitter.com/peeplaja

    LinkedIn: https://www.linkedin.com/in/peeplaja/

    Personal site: https://peeplaja.com/

    Wynter: https://wynter.com/

    Speero: https://speero.com/

    CXL: https://cxl.com/

  • In this new style of "How To Win", Peep Laja discusses the importance of differentiation in today's highly competitive B2B SaaS market. He explores various strategies for standing out, such as focusing on brand, taking a polarizing stance, being radically transparent, and leveraging personal brands. Laja emphasizes that differentiation is a CEO-level problem and that companies must build their vision around being unique rather than simply copying competitors.

    Chapter Markers:

    00:00:00 - Introduction
    00:01:00 - MarTech landscape and sameness
    00:02:30 - Differentiating beyond features
    00:05:00 - Competing to be unique
    00:07:15 - Limited consideration sets
    00:09:00 - Commitment to differentiation
    00:10:15 - Three types of standout brands
    00:13:00 - Eight traits of commodity brands
    00:15:00 - Personal brands for differentiation
    00:17:30 - Strategies from "Differentiate or Die"
    00:20:15 - Jillion down on what works
    00:20:45 - Differentiation as a CEO problem

    My links:

    X: https://twitter.com/peeplaja

    LinkedIn: https://www.linkedin.com/in/peeplaja/

    Personal site: https://peeplaja.com/

    Wynter: https://wynter.com/

    Speero: https://speero.com/

    CXL: https://cxl.com/

  • This week on How To Win: Noah Kagan of AppSumo, a platform for digital marketplace deals focusing on software aimed at entrepreneurs and small businesses. They have bootstrapped to over $80 million in revenue. You’ll hear insights on scaling business by focusing on what works, the importance of staying true to your core values, and the strategy behind AppSumo's success. Discover how AppSumo thrived where others didn't and why focusing on the customer always pays off. Find out how AppSumo navigates competition and continues to grow by doubling down on effective strategies​​.

    Key Points:

    [00:03:36] "How does AppSumo compete with lower prices?"[00:08:33] "How did strategic choices evolve with growth?"[00:10:57] "How does focusing on what works help?"[00:14:42] "Do cheaper products lead to higher sales?"[00:15:18] "Why focus on solopreneurs despite challenges?"[00:19:30] "Key to AppSumo's successful marketing strategy?"


    Mentioned:

    Noah Kagan

    AppSumo
    Noah Kagan's X

    My Links:

    Twitter / X

    LinkedIn

    Website

    Wynter

    Speero

    CXL

  • This week on How To Win: Bernat Farrero of Factorial HR, sharing insights on revolutionizing HR for SMBs. You’ll hear about the importance of simplifying complex HR processes for small and medium businesses, Factorial HR's strategic approach to scaling internationally while addressing localized needs, and how they navigated the challenges of rapid growth and product development to meet the diverse needs of their global clientele.

    Key Points:

    [00:01:21] Why start as an all-in-one from day one?[00:02:24] Does diversification improve SMB retention?[00:03:36] Was targeting SMBs your initial customer profile?[00:10:03] Time from 1 million to 10 million in revenue?[00:12:09] How has prioritizing growth changed for you?[00:14:15] How closely do you watch competitors?[00:15:54] Why expand beyond HR into finance?[00:17:24] Do all added products boost revenue and retention?[00:18:00] What are the trade-offs of expanding your product?[00:18:54] Why has Factorial HR succeeded in a competitive market?[00:20:24] Top three lessons for B2B SaaS founders?


    Mentioned:

    Bernat Farrero

    Factorial HR
    Bernat Farrero's X

    My Links:

    Twitter / X

    LinkedIn

    Website

    Wynter

    Speero

    CXL

  • This week on How To Win: Todd Olson of Pendo, revealing the secrets behind building a product-led growth company. You’ll hear how Pendo's focus on product experience revolutionized customer interaction, the importance of integrating customer feedback into product development for sustained growth, and the strategic approach to scaling a software company beyond traditional boundaries.

    Key Points:

    [00:03:15] "What propelled your initial revenue growth?"[00:06:42] "Challenges in transitioning to enterprise clients?"[00:10:58] "Impact of product decisions on company scale?"[00:15:24] "Strategies for expanding product functionality?"[00:18:37] "Approach to building a scalable team?"[00:19:12] "Strategy behind bowling pin model?"[00:22:45] "Insights on maintaining company culture?"


    Mentioned:

    Todd Olson

    Pendo
    Todd Olson's X

    My Links:

    Twitter / X

    LinkedIn

    Website

    Wynter

    Speero

    CXL

  • This week on How To Win: Gregory Galant of Muck Rack, discusses the journey of transforming a podcasting venture into a leading software solution for public relations professionals. You’ll hear insights on the importance of building strong journalist relationships, the strategic pivot from service to software, and the value of slow, deliberate growth in the tech industry.

    Key Points:

    [00:04:21] "Time to first million in revenue?"[00:05:51] "Early days buyer understanding?"[00:07:12] "Shift to sales-led approach?"[00:09:36] "Product and sales balance for growth?"[00:10:12] "Changes post-$10 million revenue?"[00:13:48] "Market size doubt at $10 million?"[00:18:09] "Reasons for outlasting competitors?"[00:20:24] "Top advice for B2B founders?"


    Mentioned:

    Gregory Galant

    Muck Rack
    Gregory Galant's X

    My Links:

    Twitter / X

    LinkedIn

    Website

    Wynter

    Speero

    CXL

  • This week on How To Win: Vinay Bhagat of TrustRadius, revolutionizing B2B software buying with in-depth user reviews. You’ll hear how TrustRadius overcame the challenge of creating a trusted review platform in a saturated market, the strategic decisions that led to successful monetization, and the importance of focusing on quality over quantity to cater to both software vendors and buyers.

    Key Points:

    [00:02:30] - Inspiration behind your business model?
    [00:03:15] - Tackling initial cold start problem?
    [00:04:00] - Scaling outreach effectively?
    [00:05:15] - Competitive landscape at inception?
    [00:08:45] - Monetization through content syndication?

    [00:10:00] - No initial go-to-market strategy?
    [00:13:30] - Differentiation strategy in sales?
    [00:14:15] - Building a differentiated audience?

    [00:15:00] - Creating a buyer-centric platform?

    [00:18:00] - Strategy for targeting large tech companies?

    [00:18:45] - Focus on thought leadership and content?

    [00:19:45] - Advice for B2B founders?
    [00:20:15] - Balancing bootstrap with funding?

    [00:24:30] - TrustRadius's keys to winning?


    Mentioned:

    Vinay Bhagat

    TrustRadius.com
    Vinay Bhagat's X

    My Links:

    Twitter / X

    LinkedIn

    Website

    Wynter

    Speero

    CXL

  • This week on How To Win: Adam Robinson of Retention.com, an innovative leader in the email marketing space. You’ll hear about the journey of identifying a market gap and creating a differentiated product in a competitive environment, the importance of strategic focus on a specific target market, particularly in e-commerce, and the implementation of focused go-to-market strategies for sustained growth and market penetration.

    Key Points:

    [01:48] - What was your first market product?
    [02:51] - How did it become a standalone product?
    [04:12] - Who's the primary buyer for this?
    [07:30] - Post-revenue, how did strategy evolve?
    [15:00] - How did you achieve business differentiation?
    [16:48] - Top three advice for B2B founders?
    [18:45] - What's behind Retention.com's winning strategy?

    Mentioned:

    Adam Robinson

    Retention.com
    Adam Robinson's X

    My Links:

    Twitter / X

    LinkedIn

    Website

    Wynter

    Speero

    CXL

  • This week on How To Win: Chris Federspiel of Blackthorn.io, a company specializing in Salesforce integration and application development. You’ll hear about Blackthorn's strategic approach to the Salesforce ecosystem, the critical role of customer feedback in shaping their product development, and the journey of focusing their offerings to achieve significant growth in the competitive SaaS market.

    Key Points:

    00:00:16 How did Blackthorn achieve its growth?
    00:01:30 How long to build first product?
    00:03:36 Time to hit 1 million ARR?
    00:04:21 Target customers for your products?
    00:06:09 Explain go-to-market strategy?
    00:08:18 Go-to-market for growth acceleration?
    00:09:54 Current product lineup?
    00:14:10 Target customer segment evolution?
    00:16:09 Effective customer acquisition channels?
    00:17:42 Monitoring competition?
    00:19:12 Unsuccessful strategic bets?
    00:21:45 Importance of company focus?
    00:22:12 What set Blackthorn apart from others?
    00:24:00 Top advice for B2B founders?
    00:25:57 How did Blackthorn win?

    Mentioned:

    Chris Federspiel

    Blackthorn.io
    Chris Federspiel's X

    My Links:

    Twitter / X

    LinkedIn

    Website

    Wynter

    Speero

    CXL

  • This week on How To Win: Clate Mask of Keap, marketing automation and CRM platform for small businesses. You'll hear how Keap found the right customers, why they combined software with services, and how Keap evolved its marketing over time.

    Key Points:

    01:15 Building the initial product based on own business needs
    03:00 Pivoting to serve small businesses dealing with chaos
    04:30 Evolving from just marketing automation to full business automation
    07:15 Renaming the company to reflect simplicity and ease of use
    09:45 Sticking to core small business customers amid pressure
    13:00 Combining software, services, and strategy for customer success
    22:30 Embracing partners and gradual upmarket moves for growth

    Mentioned:

    Clate Mask's Linkedin
    Clate Mask's X
    Keap

    My Links:

    Twitter

    LinkedIn

    Website

    Wynter

    Speero

    CXL

  • This week on How To Win: Vinay Patankar of Process Street, a workflow management software company. You'll hear why they didn't monetize for the first 2 years, how going upmarket increased retention and revenue, and why they focused the product on specific use cases.

    Key Points:
    01:15 Identifying market need from personal frustration
    03:00 Deciding not to monetize for 2 years to optimize fundraising
    06:15 Recognizing larger customers have higher retention and expansion
    07:00 Transitioning from SMB to mid-market and enterprise
    14:30 Having over 50% of revenue from inbound channels
    15:00 Needing specialized use cases to differentiate amid competition
    19:00 Advising founders to get very clear on product and go-to-market strategy

    Mentioned:

    Process Street
    https://www.process.st/

    Vinay Patankar's Linkedin
    https://www.linkedin.com/in/vinaypatankar

    Vinay Patankar on X
    https://twitter.com/vinayp10?lang=en

    My Links:

    Twitter

    LinkedIn

    Website

    Wynter

    Speero

    CXL

  • This week on How To Win: Sam Jacobs of Pavilion, who built a $15 million community learning business from scratch. You’ll hear how he leveraged LinkedIn for organic growth, the importance of creating sub-communities, and key mistakes he made after raising VC money that took the focus away from his core customers.

    Key moments:

    00:50 - Describing what the company does
    06:20 - Describing the issues with e-learning
    11:30 - Issues with raising money
    14:20 - Cutting back
    17:40 - Explaining how to grow communities
    22:30 - Advice for founders
    24:30 - Lessons learned

    Mentioned:
    Pavilion

    Sam Jacobs's LinkedIn
    Sam Jacobs's X

    My Links:

    X

    LinkedIn

    Website

    Wynter

    Speero

    CXL

  • This week on How To Win: Gleb Budman of Backblaze, which offers affordable, easy cloud storage. You’ll hear how bootstrapping forced them to make efficient decisions, how focusing on underserved mid-market customers helped them compete with Amazon, and how building their own platform gave them a structural advantage.

    Timestamps:
    01:45 Focusing on underserved mid-market
    02:15 Low pricing from efficient infrastructure
    07:45 Content and community marketing
    11:30 Bootstrapping forced efficiency
    13:20 Building own platform from bootstrapping
    16:15 Staying power and not getting ahead

  • This week on How To Win: Jess Mah of indinero, a fintech company providing automated bookkeeping and accounting services. You'll hear how she focused on high-paying niche verticals, pivoted to find product-market fit, and how she brought in an experienced CEO.

    Key Points:

    01:45 Pivoting to a new customer segment willing to pay more
    03:00 Combining QuickBooks, Mint.com and luxury concierge service
    04:15 Seeing product issues by observing customers use it
    08:00 Focusing on customer health and early churn indicators
    10:30 Customizing marketing and sales for each vertical
    16:15 Replacing yourself earlier as CEO with a more experienced leader

    Mentioned:

    LinkedIn

    Twitter

    indinero
    Mahway

    My Links:

    Twitter

    LinkedIn

    Website

    Wynter

    Speero

    CXL

  • This week on How To Win: Andrew Lau of Jellyfish, the engineering management platform. You'll hear how they validated the problem space, figured out product-market fit, and used founder-led sales to generate traction.

    Key Points:
    2:03 - Getting first revenue with founder-led selling

    4:12 - Seeing massive growth after increasing COVID demand

    6:33 - Focusing on customer needs over competitors

    8:46 - Timing is everything - being patient

    10:58 - Staying focused on your team and customers

    12:33 - Acknowledging timing and people are key combinations

    14:52 - Funding marketing appropriately at different times

    22:41 - Timing is everything as operator, people are everything as investor

    Mentioned:

    Jellyfish
    Andrew Lau

    My Links:

    Twitter

    LinkedIn

    Website

    Wynter

    Speero

    CXL

  • Summary

    This week on How To Win: Christian Kletzl of UserGems, champion tracking software for sales. You'll hear the process they went through to find the product their clients were willing to pay for, how they make themselves appear bigger than they are, and more.

    Key Points


    00:30 - Appearing larger by using ads, content, LinkedIn, conferences

    01:00 - Pivoting multiple times before finding product-market fit

    01:30 - First customer paying $50k, taking 3 months to get second

    02:15 - Becoming workflow company based on customer feedback

    03:00 - Enabling workflows with routing, notifications, messaging

    04:15 - Going sales-led to getting feedback and sales quickly

    05:00 - Moving upmarket for better economics

    06:30 - Creating more value like selling furniture over lumber

    07:30 - Getting Salesforce access to enabling workflows

    09:00 - Pushing workflow steps to driving success

    12:00 - Workflow products having better retention

    13:30 - Hitting $1M revenue in 12-18 months

    14:15 - Clipboard Health pivoting successfully

    16:00 - Testing crazy versions when growth stalling

    19:00 - Appearing bigger through LinkedIn, ads, case studies

    22:15 - Focusing on use case despite competitors

    23:45 - Building moat with brand recognition and revenue impact

    25:15 - Saying no to unfit customers

    Mentioned:

    Christian Kletzl's LinkedIn
    UserGems

    My Links:

    Twitter

    LinkedIn

    Website

    Wynter

    Speero

    CXL