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Tag: GTM

FV 21: Raising VC, First-time Founding, Enterprise Software & Nimble GTM | Emir Atli ‪@HockeyStackB2B‬

Posted on by Will Yuste

In Episode 21 of our podcast, we get to hear the story of Emir Atli, the co-founder and CRO of HockeyStack. Emir talks about his entrepreneurial journey and the interesting evolution of his revenue analytics platform.

Will and Emir chat about his path from the early days in Turkey to building HockeyStack, which actually started as a social media app before becoming an alternative to Google Analytics. He shares his firsthand experience with building superior technology, attracting top talent  and managing different challenges that arise with venture capital fundraising.

Conversation flows toward HockeyStack’s transformation into a B2B “revenue intel” platform, which offers sales information and ABM products. Emir also shares his experience with a diversified marketing strategy across LinkedIn, Google and events.

HockeyStack has the ambitious goal of going public in 2030 and become the operating system for B2B revenue teams.

TAKEAWAYS:

  • HockeyStack started as a social media app but pivoted to become a Google Analytics alternative, offering better insights into product and website data.
  • Building a better technology and hiring the best talent are key factors in the success of a startup.
  • Raising venture capital requires traction and a compelling story, and it’s important to have a strong support network.
  • Dealing with pressure as a C-level executive involves having people to lean on, such as an executive coach and therapist, and knowing that you can start over if needed.
  • HockeyStack is not just an attribution tool, but a command center for revenue teams, offering sales intelligence and ABM products in addition to attribution. HockeyStack aims to be the centralized command center for B2B revenue teams
  • Their marketing strategy includes LinkedIn, Google, events, influencer partnerships, and SEO
  • HockeyStack has entered the enterprise segment and prioritizes building relationships with enterprise customers
  • The goal is for HockeyStack to go public in 2030 and become the operating system for B2B revenue teams

‍

TIMESTAMPS:

‍00:00 Introduction

‍01:31 Early Ventures and Lessons Learned

‍03:45 The Birth of HockeyStack

‍05:16 Scaling and Market Strategy

‍10:51 Challenges and Personal Growth

‍20:06 The Future of HockeyStack

‍27:36 The Role of Signals in Marketing

‍31:47 Making Data Actionable

‍35:18 Diversifying Marketing Strategies

‍38:44 Enterprise Sales Strategy

‍48:05 Future Vision for HockeyStack

‍51:54 Conclusion and Hiring Announcements

Supercharge Your Go-To-Market (GTM) Plan With These Proven Targeting Strategies

Posted on by Will Yuste

On LinkedIn, you can connect with the audience that matters the most to your brand. Your GTM approach can deliver maximum impact when you refine your targeting strategy, that way you can ensure that your LinkedIn Ads resonate with the right audience. 

How to do that? Follow these next 5 steps:

1. Get To Know Your Audience Well

The key to a refined targeting strategy is understanding your audience. Who are they? What are their wants and needs? If you want to run successful LinkedIn Ads you need to dig in and understand your audience’s demographics, job titles, industries, and their professional ups and downs. When you adapt your content to their needs it becomes more engaging which leads to better results. 

2. Learn More About LinkedIn’s Targeting Tools

LinkedIn’s suite of targeting tools is a golden goose for narrowing your audience. Filters include location, company size, seniority, industry, and even interests. You can focus your GTM strategy on the prospects who are more likely to convert, that way you can eliminate wasted spend on the irrelevant audience. 

3. Test, Learn, Then Do It Again

If you want to refine your audience in the best way possible, you need to test. Start small, run a couple of campaigns with different targeting parameters and analyse the results. That way you can find out what is working and what’s not. Use these insights to modify your strategy. The iteration is the key. 

4. Keep Focus on Your Objectives

What do you want to achieve with your business? Do you want to increase brand awareness, generate leads or drive more sales? Each of these goals calls for a unique targeting plan. The important thing is to stay focused on your goals. 

5. Use Advanced Features and Target Smarter

Using Insights Tag and Matched Audiences will take your LinkedIn Ads to the next level. You can do this by targeting website visitors and making custom lists, which will help your ads be more effective and get you closer to the right audience. 

To Conclude

When you use LinkedIn’s tools the proper way, you can understand your audience better and purify your approach through testing and learning. That way you can get a LinkedIn Ads strategy that brings you real results such as better engagements, real conversions and in the end –  significant results.

FV 19: The AI-powered Clay for Enterprise | Elio Narciso

Posted on by Will Yuste

In this episode, Elio Narciso, founder and CEO of Scalestack, shares how his time at Amazon and his experience with startups inspired him to take on the inefficiencies in sales processes. Scalestack was born from his vision to help companies automate and declutter their go-to-market strategies, thus letting sales and marketing teams to focus on what they do best – selling and engaging with customers.

Elio discusses Scalestack’s unique features, such as its universal API and workflow builder, which connect and integrate multiple data sources, enrich and score data, and automate the creation of target account lists. Unlike competitors, Scalestack is tailored for enterprise-level organizations, and offers a simple solution for complex data tasks.

The episode also touches on Scalestack’s role in the AWS Global Startup Program, its plans for growth, and its go-to-market strategies, which include direct sales, event participation, and building partnerships. Scalestack aims to be a “set-and-forget” platform, all while empowering RevOps teams to optimize sales and marketing efforts without worrying about data management.

Takeaways:

  • Elio Narciso’s time at Amazon inspired him to address inefficiencies in sales processes.
  • Scalestack automates go-to-market strategies, enabling teams to focus on sales and customer engagement.
  • The platform enriches, normalizes, and scores data-creates accurate target account lists.
  • Scalestack’s universal API and workflow builder simplify data integration and orchestration.
  • Designed for enterprise-level companies, Scalestack stands out from competitors like Clay.
  • The AWS Global Startup Program supports Scalestack in driving innovation and growth.
  • Scalestack aims to be a “set-and-forget” solution for RevOps teams.
  • Its go-to-market strategy includes events, partnerships, and elevating the conversation around sales challenges.

TIMESTAMPS:

‍00:00 Intro and Elio’s Background at AWS

‍05:27 Startups’ Sales Teams Data Problems

‍07:51 The Role of AWS Global Startup Program

‍08:56 The Inefficiencies in Sales Reps’ Work

‍10:52 How Scalestack Solves Data Problems

‍19:55 Scalestack’s Universal API

‍28:16 Scalestack vs Clay

‍35:35 Custom Data Points Examples

‍38:11 Data Enrichment and Scoring in Enterprise (LIVE demo)

‍43:05 LLM-powered Data Workflows

‍48:10 AI Copilot and Orchestration

‍51:40 Scalestack’s GTM Strategy and Community Building

‍56:50 Customer’s Workflows Examples

‍01:01:11 Conclusion and Final Thoughts

FV 17: Materializing the BowTie from @WinningByDesign‬ with Vasco | Guillaume Jacquet‬‬

Posted on by Will Yuste

Meet Guillaume Jacquet, founder of Vasco, the game-changing revenue operations platform built for ambitious SaaS companies. Vasco doesn’t just manage data but transforms it. By pulling messy CRM data, cleaning it up, and pushing it closer to your go-to-market strategy, Vasco helps teams ditch the chaos and focus on winning.

Guillaume, with his sharp background in finance and venture capital, built Vasco for B2B SaaS businesses earning $1M–$100M ARR. The sweet spot? $5M–$50M. Whether it’s revenue forecasting, capacity planning, or creating a single source of truth, Vasco makes sustainable growth and efficient scaling a reality.

Takeaways:

  • Vasco isn’t just another platform; it’s the end-to-end revenue ops solution for SaaS companies ready to dominate their market.
  • Efficient growth is the name of the game, and Vasco’s tools for revenue forecasting, capacity planning, and data alignment put companies ahead of the curve.
  • Guillaume Jacquet’s expertise in finance, venture capital, and entrepreneurship gives Vasco a serious edge—it’s built for real-world challenges, not just theory.
  • Vasco creates a “single source of truth” for go-to-market operations, turning scattered data into a clear, actionable strategy.
  • The platform’s CRM integration and custom data modeling mean businesses can finally align their numbers with their growth ambitions.
  • Target audience? SaaS B2B companies with ARR between $1M-$100M, especially those in the $5M-$50M sweet spot.
  • If your company is serious about sustainable growth and go-to-market excellence, Vasco is your ticket.

TIMESTAMPS:

‍0:00 Introduction to Guillaume Jacquet and Vasco

‍5:27 Guillaume’s Background and Journey

‍14:06 How to Identify and Get PMF and Go-to-Market Fit

‍24:24 Vasco’s Feature Set: Live Product Demo

‍29:35 Vasco’s Benchmarking Sources

‍31:30 Building GTM Analytics & Forecasting Top-Down

‍38:10 How Vasco gets CROs & RevOps Closer to CFOs

‍40:23 Vasco is to RevOps what HubSpot is to Inbound

‍41:54 Building a Single Source of Truth for GTM Data

‍45:14 Vasco’s Target Market/ICP & Pricing

‍50:26 Funding, PMF, Runway and Future Vision

‍52:59 Guillaume’s Experience on RevOps & Finance Disconnect

‍56:37 The Future of GTM and SaaS Landscapes

‍1:08:52 VC-backed vs Bootstrapped as a Founder

‍1:17:21 Outro and Guillaume’s Advice for Founders‍

FV 7: Relationship-based selling in B2B GTM | Amelia Taylor

Posted on by Will Yuste

Will chats with Amelia Taylor, founder of The Revenue Table, about her bold journey in B2B SaaS and her innovative approach to go-to-market strategies and revenue ops. From mastering enterprise sales to building authentic relationships and evangelistic company cultures, Amelia shares actionable tips to thrive in today’s evolving sales world.

Key Takeaways:

  • Understanding people deeply is the key to B2B success.
  • Challenge norms and create a unique, authentic sales style.
  • Evangelism should be a company-wide practice, not just one role.
  • Slack is a hidden gem for community-led growth and revenue.
  • Use short, engaging videos to stand out in sales.
  • Self-awareness and curiosity fuel success and new opportunities.
  • Human connection and soft skills are irreplaceable in B2B.
  • Decentralized events and strong communities are reshaping networking and sales.

With shoutouts to companies like HubSpot, GTM Fund, Sendoso, and Sendspark, this episode is packed with inspiration and tips for shaking up B2B sales. Amelia’s insights on creativity, connection, and community will leave you ready to level up! 

TIMESTAMPS:

00:00 Introduction

‍00:51 Who is Amelia Taylor?

‍13:14 Founding The Revenue Table

‍23:38 Leveraging Slack for Revenue Growth

‍45:01 Being Memorable in B2B Sales

‍45:50 Creative Ways to Leverage Video in B2B

‍46:30 Using Video to Connect with Prospects

‍48:28 The Importance of Self-Awareness in B2B Sales

‍54:02 The Decline of B2B SaaS and the Rise of Soft Skills

‍54:45 The Role of Self-Awareness in B2B Sales

‍01:00:16 The Power of Curiosity in B2B Sales

‍01:04:04 Creating a Human Connection in B2B Sales

‍01:09:38 The Importance of Decentralized Events in B2B

‍01:19:46 Companies Doing Great Work in B2B

FV 1: Full-funnel Marketing to an ABM list | Andrei Zinkevich

Posted on by Will Yuste

In the very first episode of the FounderVideo podcast, we have the pleasure of listening to our host Will Martin interview Andrei Zinkevich, a B2B marketing strategist and the founder of Full-Funnel.io. He has experience with building ABM campaigns for companies in highly valuable yet niche markets.

Andrei points out the importance of the Ideal Customer Profile (ICP) and says that having customer interviews can provide important data to help shape your messaging, positioning and overall campaign success.

The key takeaway is that successful ABM requires customer-oriented strategies, a lot of testing and balancing awareness with demand generation.

TAKEAWAYS:

  • Andrei Zinkevich specializes in ABM strategies for niche, high-value markets.
  • Identifying and targeting Ideal Customer Profiles (ICPs) is critical for ABM success.
  • Customer interviews uncover insights to shape messaging and positioning.
  • Over-reliance on lead generation without building awareness is a common mistake.
  • A full-funnel approach connects awareness, engagement, and demand generation.
  • Aligning sales and marketing teams is key to ABM performance.
  • Effective ABM focuses on quality engagement over lead volume.
  • Testing assumptions and validating strategies ensures long-term success.
  • Balancing awareness and demand generation drives sustainable results.

TIMESTAMPS:

00:00 Introduction

03:00 Learning Account-Based Marketing 

06:31 The Importance of a Holistic Approach to Marketing 

13:13 The Importance of Awareness in Full Funnel Marketing 

20:11 The Timeline for Success in Awareness Programs 

28:24 The Value of Customer Interviews 

37:36 Common Mistakes in Gaining New Business from LinkedIn 

42:47 Defining the Ideal Customer Profile (ICP) 

52:33 Linking Positioning to the ICP and Go-to-Market Strategy 

53:47 Crafting a Good Positioning and Value Proposition 

56:01 SOP Intent Data Tracking on LinkedIn Organic 

58:36 The Obsession with Metrics and ROI