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Lemlist's Warm Outreach to $26M, RB2B's Freemium Pricing, and Wes Bush on Free Plans

Nathan Latka hosts Lemlist, RB2B and ProductLed for tactics on warm LinkedIn outreach, freemium pricing and designing a free plan.

Nathan Latka

Published August 19, 2024
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What you’ll learn

Nathan Latka hosts a Founderpath webinar with three guests: Guillaume of Lemlist on turning LinkedIn engagement into Taplio trials and Lemlist campaigns, Adam Robinson of RB2B on rebuilding a freemium offer after 3,000 sign-ups produced 13 paying customers, and Wes Bush of ProductLed on deciding what to give away for free. Nathan also frames the session with a grid for sequencing growth tactics by ARR.

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Key moments

Find the ideas you need and go straight to the source.

Sequencing tactics by ARR stage

“You don't want to go below this line until you're above $3,000,000 of ARR, because all these things are more expensive, and again cash is king.”
Watch at 09:03

Lemlist email A/B test results

“So over five days, we had around 300 sign ups and I messaged around like 600 people because it was an AB test.”
Watch at 25:14

RB2B's first pricing flop

“What happened was I got 3,000 sign ups and 13 paying customers.”
Watch at 40:07

RB2B's rate-limited free plan

“And for the last 15%, based upon their volume of the people who signed up for the first six weeks or whatever, we're rate limiting, basically. We're saying 200 leads or more you gotta pay for it.”
Watch at 41:11

Why a 15-day trial fell short

“You can't experience the value of the product in just fifteen days.”
Watch at 53:36

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About the speaker
Nathan Latka

Nathan Latka

Founder & CEO

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Nathan Latka was 19 when he hit $1m in ARR at his first SaaS company (Heyo.com). Shortly after, VC's made an offer to buy 20% of his company for $2m ($10m valuation). Latka accepted .... and then reality hit.

His company got an acquisition offer for $6.5m which his new VC's blocked. He quickly learned: Selling equity to VC's reduces your options. Why does everyone celebrate raising VC?

Eventually, he exited the company in 2015 and launched a podcast (google Latka Podcast) which features a new SaaS CEO every day. He has interviewed 3,584 of the worlds top SaaS founders over the last 5 years.

Today, he helps founders raise non-dilutive capital out of his $150m fund at Founderpath. To date, 200 founders have taken $100m in capital. The firm will deploy $250m this year.

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