Eugene Levin

So we had to work a lot on monetization.

Early on, we would sort of get a customer through the door very quickly, recover a customer acquisition cost very fast, generate a lot of cash.

But we didn't focus that much on expansion.

So when I joined, we changed monetization entirely.

to drive more expansion down the line.

At the peak, we got over 120% net revenue retention, which is like for SMB.

MarTech business is just phenomenal.

We don't guide NRR.

The last quarter was 107.

A little bit, because I think when you say you do all in one, people don't understand what you're really doing.

So you want to be a little bit more specific about the portfolio of products.

And also sometimes at the top of the landing page, you want to be more of a call to action.

But if you look at what we're selling, it's actually in the middle, so different toolkits.

SEO, social media, content marketing, competitive intelligence.

So still very successfully sell all those products and add in more and more and more, and now add in tons of AI features and so on.

Really, first time we did big pricing changes, we just did it through experimentation.

So we tried new price.

We checked if there is a difference in conversion rate, how this difference in conversion rate compares to the gain in average revenue per customer, how we retain customers down the line.

Experience was extremely successful.

We just rolled it out.