Lifecycle email for SaaS. ✉️ Author of: · The SaaS Email Marketing Playbook 📓 · Lean B2B 📘 · Solving Product 📕 · Find Your Market 📒
Padova, Italy
Joined September 2008
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Segmentation isn't really about personalization.
It's about certainty.
The more similar the people in a segment are, the less you have to guess about their problems, priorities, and context.
Better segments make better messages because you're making fewer assumptions.
Étienne Garbugli retweeted
my advice to first-time technical founders:
1. assume anyone can build your product today
2. so compete on details, not just features
3. pick a market people already pay for
4. ship every week, in public
5. charge before you feel ready
you'll want to ignore #5. don't.
Understand if your product is viewed as an addition to the existing stack or a replacement.
Replacements usually mean much longer sales cycles.
An additive product can start as a simple test.
A replacement can require migration, retraining, and more people signing off.
It’s tempting to lie in customer communications.
A lie can give you a way in. A reason to write or connect.
“I tried giving you a quick call earlier.”
“I was just reviewing your account.”
“I wanted to personally reach out.”
Most people won’t verify (I did. They didn’t call.).
Pet peeve: companies using cold email subject lines to email their own users.
“Quick question”
“Thoughts?”
“Can I ask you something?”
We already have a relationship.
If there’s a real reason to write, lead with it.
Étienne Garbugli retweeted
The problem with adding a second product is that it rarely has the same buyer as the first.
Same market, sure.
Same customer, sometimes.
But a different buyer means a different problem, trigger, pitch, funnel and motion.
That’s when cross-selling turns into cross-building.
The problem with adding a second product is that it rarely has the same buyer as the first.
Same market, sure.
Same customer, sometimes.
But a different buyer means a different problem, trigger, pitch, funnel and motion.
That’s when cross-selling turns into cross-building.
The more of your product you track, the more problems you find to solve
Activation is 32%
Trial conversion is 4%
Monthly churn is 3%
All true
But they can’t all be the priorities
The hard part of isn’t finding things to improve
It’s figuring out which is worth fixing next
Étienne Garbugli retweeted
“People who say it cannot be done should not interrupt those who are doing it.”
Étienne Garbugli retweeted
Amazing work @egarbugli! We're delighted to inform you that "Lean B2B" made it to our list of best B2B Marketing books of all time! bookauthority.org/books/best…
Étienne Garbugli retweeted
Lean B2B by Étienne Garbugli is on sale on Leanpub! Its suggested price is $29.99; get it for $13.99 with this coupon: leanpub.com/sh/LH4eLW6C @egarbugli #Lean #InnovationManagement #ProductManagement #Startups #Sales #AgileEnterprise #Agile #BusinessAndManagement
Étienne Garbugli retweeted
So important to remember in the days of AI slop and people LARPing as founders. The game hasn’t changed. H/t @egarbugli
Welcome to the Journey, Lean B2B's New Newsletter linkedin.com/pulse/welcome-j…
Étienne Garbugli retweeted
just fyi, if you return to work today, the "circle back in the new year" window doesn't actually open until NEXT week, kiddos.
Étienne Garbugli retweeted
pursuing more than one go-to-market at a time pre-product/market fit is one of the biggest mistakes startups make
nailing ONE go-to-market is hard enough
unlocking product/market fit is a process of elimination (one at a time) not a hedge (mutli-plays at once)
it's one of the main reasons in early days folks feel lost, confused, and unsure where to go ...
and, more folks are doing it than realize