Gil Allouche

The economy tanked.

So how do we take advantage of a market that is growing?

And so we renegotiated with my leadership team three times, and we almost made it to the third goal.

So instead of going to five, instead of going to seven and a half, which was the new goal, we decided 12 and a half is the third goal, and we almost made it.

Now, how did we make it?

And that's the majority of this presentation.

There are four cool playbooks.

Some of them came from us, Metadata, and some of them came from our customers.

Because we run demand generation for B2B companies, B2B SaaS companies, mid-markets, then we have a lot of proof, a lot of quantitative proof on what works.

When I say works, again, I don't talk about vanity metrics.

I don't care about leads.

I don't care about impressions, click-through rates, all of those cool KPIs that growth hackers talk about, I really don't understand much about.

I dive all the way into board-level KPIs, revenue, CAC, pipeline.

Comparison guides.

So we were poor.

Still, even with an A round, we were competing with giants that were creating categories, spending lots of money on SEO and SEM, owning all the display inventory.

So how do you compete with a giant that has like 400 million, if I'm not mistaken, in funding?

How do you compete with someone like that?

One hack is called comparison guides.

We were able to parachute into deals in the last minute and steal it away.