SaaS Interviews with CEOs, Startups, Founders
1475 If Clearbit and Hubspot Had a Baby...
08 Aug 2019
Chapter 1: What inspired Wart Fransen to start Leadboxer?
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him and his friends are racing the first million to arr his baby is called leadboxer it's a combination of kind of data and and kind of uh website you know visitor data but more importantly kind of where they're clicking what they're opening and putting marketing materials around whatever events those things are founded in 2014 team of 15 people all around the world
doing between 20 and 30 grand per month right now in revenue, 500,000 bucks raised, 100 customers that pay, call it on average, 3,400 bucks in year one ACV, 2% gross revenue churn per month. We'll spend up to 300 bucks to acquire one of these customers, so healthy payback, especially considering their lifetime value, is call it 5,600 bucks.
This is the Top Entrepreneurs Podcast, where founders share how they started their companies and got filthy rich... or crash and burn. Each episode features revenue numbers, customer counts, and other insider information that creates business news headlines. We went from a couple of hundred thousand dollars to 2.7 million.
I had no money when I started the company.
It was $160 million, which is the size of many IPOs. We're a bit strapped. We have like 22,000 customers. With over 5 million downloads in a very short amount of time, major outlets like Inc. are calling us the fastest growing business show on iTunes. I'm your host, Nathan Latka, and here's today's episode. Hello, everyone. My guest today is Wart Fransen.
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Chapter 2: How did Leadboxer secure funding in its early years?
Exactly, yeah. So we keep the competition alive. What's the winner get? That's a good question. We don't have... Come on, Ward.
Any good competition, you get plus 5% equity in every company if you hit a million bucks in ARR first. How about that?
I think that's a really good idea.
I'm going to pitch that to the, and your buddy Nathan gets half a point. All right. Very good. Uh, when you, you broke down kind of your channels earlier, direct first channel versus kind of online spending. You talked about your growth as well. Um, this, I mean, look, this looks really healthy. When do you think you're going to hit the million dollar AR mark?
So you can go and try and do that raise.
I hope to do that in 2019 for sure. So, uh, Uh, it's hard to guess, uh, when we were doing it because it depends. We have some really big deals coming up. Um, we just closed booking.com, which is a nice, nice customer. So we, uh, yeah, we're, we're, we're on our way. 2019 should be the year.
And, and I mean, how do you, like, when I look at what you do, I can't help but think like, okay, this is like, this is clear bit. Basically this is like, uh, you know, a not as well designed version of clear bits. So how do you, I mean, is that what you are? How do you compete with their enrichment tool?
Well, Clearbit, they specialize in enrichment, right? They basically built the database of all the companies and the people in the world, and they sell that. That's their business model.
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Chapter 3: What unique features does Leadboxer offer as a customer data platform?
For us, it's all about getting the data from all these different sources, combining it into one single profile, and then using that information for marketing or sales.
Yeah. Okay. So, I mean, that's the upside. I mean, again, I'm just thinking about what I ever use on my site, Gitlatka, where I have a signup period. I'm interested in the customer data. And right now what we do is we just enrich with Clearbit after we get the identifier, which is the email address. I'm just trying to think of a use case where I would use you over Clearbit.
No, no. For us, it's more of the customer journey, right? So let's say you send out an email. The person opens the email. He clicks around. If he clicks on a link, he goes to the website. He browses around. If he does that constantly, the score of that person will increase.
And the moment they hit the threshold, we will trigger it and send it to an integration or as an email or anything like that. So it's a combination of marketing automation, getting all the data together, which is really hard, right? For most companies, all that customer data, they live in different silos and different products.
They have some data in MailChimp, some data in Pipedrive, some data is in ERP, some is in CRM. We combine all that data, bring it into one database, basically.
So what you're saying is essentially you can say, okay, Nathan, if someone has hit your site five times over the past like four days, they opened three emails and they hit your pricing page two times, automatically send them this email with a discount because they're highly likely to close.
Yeah. And all these things are tunable, right? So we can send them an email. We can send it to Pipedrive or your integration CRM, anything basically.
So what other events can you track? Is it website visits and email opens? Are those the two big ones?
Those are the two big ones, but we have an API which you can send us basically any event if you can integrate it.
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Chapter 4: How does Leadboxer collect and utilize customer data?
We have people sending us sensor data. We have people sending us mobile app data. It could be anything, basically.
Okay, interesting. That's good. Well, good. Let's wrap up here with the famous five. Number one, what's your favorite business book?
That would actually be one of the, a bit of an oldie called Getting Things Done or something. It's from 30 Signals.
I'm not sure if you know. Yeah, I've heard of those guys. Yeah, Getting Things Done. Number two, is there a under-the-radar CEO in your town that you really like enjoying or brainstorming with?
Oh, yes. That would be Ricardo Osti. Yeah. Italian and CEO of Wonderflow. Wonderflow.
Good. Number three, what's your favorite online tool for building your business?
Besides Leadboxer, I guess it would be Pipedrive.
Number four, how many hours of sleep do you get every night?
Very steady. Seven, I think. Yep, yep.
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