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

Look at that Zoom counter. Over 500 software founders joined our live webinar last week on August 14, and it's because they wanted to learn from Gee at Lemlist who taught how he bootstrapped to 26,000,000, or Adam Robinson who showed his revenue dashboard and how he broke a 100 k of new MRR ad in the past sixty days, or Wes Bush teaching all things product led. These are tactics you should copy right now in August, in September,

and going into October and November. Now if you want the full slide deck, all you have to do is click the like button below and then leave a comment. If we get over 250 likes and a 100 comments before midnight this Wednesday, August 21, I'll update the YouTube description with a full link to the Google slides. That way you'll have it for your full team to refer to whenever you want. Alright. Let's jump into the recording.

What is going on? Hello, Natalie Sturdy, Dan Jacobs. Good to see you. The way that you know this is not AI Nathan, check this out. This is some cool shit. It is August 14 on Wednesday. I'm dancing with my hands. You can't program this shit in an LLM. It's good to see you guys. If we haven't met before, excited to be with you guys today. We're having a lot of fun over the next sixty minutes. You're

gonna learn live from Adam Robinson at r b to b, from g at Lemlist, how he bootstrapped to $26,000,000 of revenue and $10,000,000 of profits. I mean, this is the way to build a company, and lastly from Wes Bush. I mean, the guy when it comes to product led. Guys, let me know what your job title is. That's what we'll do to test the chat. Say CEO or Founder or Growth Marketing Team at x company. Alright.

We've got Guy. Quick on the keys over there at Lemlist. A lot of CEOs. Wes Bush, saw Luca, Mohammed, Charles, Artem, Shriya. Okay. I can't read that fast. Michael, Jacob, but it's moving very quickly. Guys, it's good to be with you. We've got, we're expecting about 200 founders live today. I can't see the counter, but you guys, I think, can see the attendees. This is, I think, the largest... I'm not gonna say I think. This is

the largest gathering of software leaders live every month, and we've done this now for over three years. It started in a closet, then went to my dining room. We're now in a studio. We're gonna have lot of fun. So the chat is working. It's good to see you guys today, And let's get into the content, right? Let's get into the content. We're gonna focus today over the next fifty seven minutes. Nine tactics top CEOs used to

add a million bucks of revenue quickly. We're gonna learn about Warm Outbound, Founder led and PLG. Now, out of curiosity, this will not hurt my feelings. Type no in the chat if we have never met before. You're going, who the heck is this Nathan guy? What is Founder? Okay, Brenda said no, Chad said no, Minaj said no. Okay. Lot of no's. I'm not gonna talk about myself other than this side. My day job is I'm the

managing director at Founderpath. I'm running a $150,000,000 fund to help founders grow without giving up equity. Right? So I'm managing the fund. We like to bring all our portfolio companies together here once a month to learn from each other. And when we get together in person, this is what it looks like. Now you guys look at those faces there. Anyone recognize anyone there? Type yes in the chat. Chuck Daniels, by the way, I love that you brought in your team. I'm assuming it's team. Right? I see two of you guys in the shot there. I appreciate you bringing your team. That's great.

You guys recognize some faces here? This is, this was SaaS open. There's $3,000,000,000 of ARR standing in this picture. Right? Including two publicly traded CEOs. You've got Eugene Levin of SEMrush over there on the right, $300,000,000 of revenue. That, you've got Sabneet Singh over there on the left with Par Technologies, stock trader there as p a r, stock symbol, $400,000,000 of revenue. I'm gonna show you at the end of this webinar how you can get in

this room. Okay? So hang tight. I'm gonna show you how to get in this room. But for now, let's jump into the content. I wanna talk to you guys about growth. Take a look at this screen really carefully. These are 33 growth tactics that I've collected over the past seven years of interviewing b to b SaaS founders. Anyone doing a growth tactic right now that you don't see on the screen, put it in the chat. Are

you doing anything right now that I'm missing here? Anyone think of anything? Anyone think of anything?

Community... Okay. Wes said community. We do have community on there. We do. I... Do we not have community on there? No. We have it. Bottom right. Bottom right.

Fabrice said product. Chuck said growth hacking. Eric said user generated content. We have affiliates up there. We've got warm outreach. You guys would be terrible at those at those New York, those Wall Street Journal, like things where you have to circle the things in a big sea of letters. Okay. Mastermind groups. Yeah. These are the most common ones. But guys, the thing about growth is you can't do all growth tactics at all times or not enough

time. The founders that crush it, that add the most revenue the quickest, they do something special that no one else does. They sequence. These one thing has to come before another, and then only when that happens do you then do the next thing. Gee's gonna show this brilliantly later today when he talks about how he does warm outreach. You're gonna hear this. So let's talk about growth. Here's how we want to think about this. If you

just capture a bunch of growth tactics, you just start collecting a bunch of t shirts in a closet that's unorganized. It looks a lot like this. It looks a lot like this. What we want to do first is establish what our closet looks like. So over the next fifty three minutes, we know how to hang all the tactics in an organized, dependable, easy to execute way. Right, so let's set up that closet. There are two kinds

of growth. There's things you can do that are very fast, right, and there's things that you can do that are very slow, right, fast versus slow. The other axis we'll put on here is this one. You can read more of my mouse is right here, right? This is the other axis. Now what you want to think about is, okay, let's plot all those tactics. What's fast and cheap, right? Or slow and expensive? Well, here's what it

looks like. And they're color coded. Right, they're all color coded here. Right, so purple, anyone running influence campaigns at your company, probably pause them purple. Yellow is paid, some of you use agencies for this. Teal is outbound, BD, and then we have engineering. This is these are things like virality, virality coefficient, powered by buttons, things where you need a little bit of engineering support. Alright. Now if I ask you guys, you know, how do you want

to move through this graph? What quadrant would you guys want to start in? Upper left, upper right, bottom left, bottom right. If you're just launching like Adam, chilling in his couch. Right? Pre revenue. Where do you wanna start on this thing? Adam, I'm gonna pick on you now, but I love it. I love it. Alright. I'm seeing people upper left, upper half, upper left. Guys, it all depends on your ARR. Right? Obviously, it depends on your

ARR. So to make sure that we customize the content for you guys today, I'm gonna go ahead and launch a poll really quick. Right? I'm gonna launch this poll and just let me know really quickly. It's a range. It's not a specific point in time, but what's your revenue today? And this is cool because I'm gonna share this back to you guys so you can see, oh, 30% of the attendees today are between 1 and 5,000,000 of revenue. What's everyone's revenue range today? While you guys are doing that, I'm gonna talk to someone I haven't met before. Steve Polley, unmute yourself, man. Are you building?

Gotta unmute yourself. You control your own mic.

All right, Steve, you passed the find the mic button test. You're good though.

There we go. I found it. I found it. What are you building? We have a, an appointment application, voice application that answers the doctor's phone. So when somebody calls a doctor's office, they get somebody from office.

Very cool. Well guys, I'll give you ten more seconds here to answer poll again. What's your revenue today? Your job title, and then what reporting tool do you use to track ARR today? Now, Steve, are you pre revenue or post revenue?

Post revenue.

Oh, okay, we love that, we love that. Can I ask you how much are you comfortable saying?

Close to 1,000,000 a year.

Hey guys, give it up for the transparency, we love this. Steve, thank you boss, appreciate that. Again, the more that we have happening, the more we're all gonna learn together. So Steve is cranking. Let me end the poll here and then share it back with you guys. So look who you're hanging out with today. Right? So look Steve, got Adam, you got friends, right? 31% of you guys are pre revenue. 34% of you are between 0

and 500 ks of ARR, then and you've got 11% of you approaching 1,000,000, 13% of you approaching 3,000,000, and then 6%, actually 12% are above 3,000,000 of ARR. Now I can't see the counter of how many people are alive. If you guys look at how many people are alive really quick and then take the percentage, you can back into a number. Right? You can back into a number. And then it looks like about seventy two percent

of you for job title picked CEO and Founder, another 20% are on the growth teams, marketing and sales. So that's helpful for me. It's helpful for our special guests today, Wes, Guillaume and Adam because we'll be able to talk to you guys specifically. So let's go back to that grid, The closet. How we're going to organize these tactics like t shirts in a closet. How you move through this graph depends on what your ARR is. If

you're under 1,000,000 of ARR, what do you guys want to do? Cash is king when you're that small, right? You've got to do things that are fast and cheap. You've got to get to your first customer as quick as possible, right? Upper left. And then how do we move through this graphic and how do we sequence through this graph? Well then go experiment with upper right. Right, you still want to do things that are cheap, but

you can make longer term bets, right, so slow. 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. Right? So only at 3,000,000 plus do you want to start looking in the bottom left and then if you're going to make expensive long term investments, that's when you can start looking in the bottom right. So this is the context. This is the

closet through which you should categorize all the tactics you are about to learn to learn today. It should look a little bit like this hopefully at the end. So part of what I enjoy doing is when we're capturing these growth tactics, you can capture tactics from hundreds of companies and then you go deep on one company. Notion just announced a 100,000,000 users, and I said, you know what? I've got a free weekend. I'm really popular. I'm

kinda cool. You know, I got a lot of friends. I figured I'd just sit down and map out all 30,000 screenshots of Notion, their key pages, their key growth channels, their key LinkedIn ads, and understand how they all flow together. And this is what I got Sunday night, right, once I was done building that model. I also like to build what I call the everything graph. This is what it looks like. You plot revenue left to

right, and then every growth tactic, product launch, acquisition, right, funding round or or secondary along the way, and you get what's called an everything graph. Now I'm gonna post this. I'm gonna post this on LinkedIn, coming up. I think I'm going to do it either tomorrow or the day after. So if you wanna make sure that you don't miss any of that content, go ahead really quick. Click the link in the chat right now. And what

this is gonna do is send you directly to my LinkedIn. Just click confirm, and then you will follow. Now Guillaume is smiling because he's like a master at LinkedIn, the in studio audience is also giggling because they know exactly what I'm doing. But it's fucking genius. Okay? Just... They're laughing, but it's just genius. Okay? This is good webinar shit. You should come to these webinars just to reverse engineer some of the stuff we try. Okay? That's

what I would be doing. But this does work, and I am going give you real value and you're going to love that Notion screenshot coming up in a day or two. So click that link in the chat, all right? Click that link in the chat. All right, now let's move forward. The real experts today that I can't wait for you guys to meet are Guy. He's going to teach warm outreach. This is the thing he really

relied on to grow Lemlist from nothing to $26,000,000 bootstrapped. We're then going to go for ten minutes and focus on Adam Robinson, our B2B. How the heck did he add a $100,000 of new MRR just in the last sixty days, forty five days really, how did he do that? And lastly, there's no one that knows product led growth quite like Wes Bush at productled.com. We've got him live today as well. It's going to be a lot of fun. So those are our three guests today. These are some hints at the tactics you're going to learn from them. I'm going be silent for ten seconds so you can pick your favorite.

Alright. Lot of good tactics. Now, part of what I also wanna do is understand what kind of community we have today. Again, you wanna make this feel like a backyard barbecue as best as possible. So go ahead and tell me in the polls how do I launch this. Let me go to polls and let me know who who...

Let me launch it. Let me launch it. Which community do you guys come from? So first off, is this your first webinar or not? So either yes or you're a veteran. And then how'd you hear about this? Adam Robinson, GetLemless, g, sorry. GetLemless, West Bush at product led. Alright. Or you can put in the chat. Anna put it in the chat as well. That's great. We love some g love. We love some Lempi love. But go

ahead and answer the poll question. Answer the poll question. And then in that last question in the poll, we're basically saying, hey, tell me what tactic you're trying in the challenge. So you might say, we're trying LinkedIn marketing, but no one's commenting on my posts. Or we're trying webinars, but I can't get people to show up. Or we're trying X tactic, challenge Y. And what we're gonna do is for the webinar next month, we'll address all

of those questions, concerns, and challenges you enter right now. So you tell me what to coach next month. And maybe you guys five more seconds to fill this in. Three, two, one, and we will end the poll. There's still like one coming in, one one answer coming in every like one second. So hold on. I'll give you five more seconds. Three, two, okay, there we go. End poll, share the results. So here's what we've got. Seventy

three percent of you guys are back again. Thank you guys, I love it. You're back for more pain. That's how it works, and twenty seven percent of you, sorry, it's backwards, twenty seven percent of you guys are veterans, seventy three percent of you guys are new, which we love. In terms of how you heard about the webinar, 51% came from our community, 13% from Adam Robinson, G, Lemlist 24%, West Bush 20%, which is great. So again,

we've got a nice mix of folks from product led, from the Lemlist community. I just... You know one way to make a lot of money? Go by every word that follows l e m. G is probably gonna launch that product at some point. You just sell it to him for a lot of money one day. You know, it's like Lem Farm, you know, go buy a farm. Lem, whatever. He's gonna do it one day. Right? Alright.

So that's cool. Let me stop sharing. Let me stop sharing. Let me stop sharing. Now, here's the full slide deck. These are 42 slides. There's 58 total, but it gives you a quick shot at the flow we're gonna about to get into for the next forty five minutes. Now, I know some of you guys like to follow along closely with the slide deck. Those of you that already have Founderpath accounts and it's free, just click right

here where my mouse is and you'll get the full slide deck and recording. Alright. So if you log in and click resources, you'll get the full slide deck and recording. You Do guys... If you don't have... Do you guys want me to put that link in the chat really quick? Thumbs up. If you don't have a account, do you want the link? You want... Blake said yes. Here. I'll drop it in really quick. You can sign

up very quickly for a free Founderpath account. I just put the link in the chat. Alright. I just put the link in the chat. So if you click that link and sign up really quick, and then guys in studio, Lewis, Jerry, if you guys can help me with any... Guys, don't spam the comments. There's too many people here, and I can't moderate. So, like, if if you're just throwing up random links, Jerry and Lewis will will

will remove you from the the webinar. So please don't do that. Alright. So again, you want the full slide deck to follow along today, the link is there in the chat. Again, sets you up with a Founderpath account. Click resources down there in the bottom left. You'll get the full recording. Again, the link is right there in the chat. Okay. Alright. Again, step one, link in chat. Step two, sign up, and then you can type recording in the comments so that I know you guys are done and you're ready. While we're doing that, let me talk to Blake Coleman really quick. Blake, unmute yourself. What are you building?

Right now, we're in preliminary stages of, trying to build a new platform, kind of a job board and recruiting platform.

Okay.

So we're we're still in design mode, so we're a little early. Yeah. But wanna understand growth before we, before we kick off spending a lot of money on something that doesn't work.

I love that. Hey. You're in the right spot, man. We're gonna have a lot of fun. It's gonna be a lot of fun. Right, so guys again, the link is in the chat. I'm gonna move forward now. You can set up that account and get it later. Let's jump into the good stuff, right? The good stuff. We're gonna start off with Ji again. To frame this, you guys can plan your time. I know your time is

your most valuable asset. Each of these speakers will go for ten minutes. The format will be five minutes of them presenting and then five minutes of q and a. Right? Five minutes presenting, five minutes of q and a. They've all sent me slide decks. Right? We've got Adam here in studio, so he will actually come on stage, but g who we're gonna start with, you can see down there, he will be live virtually along with Wes,

and then in studio, if we could just pin Guillaume, G U I, you'll see him, pinkish background. We'll pin him, up here so that people can follow along as he's teaching. Now G, I'm gonna give you a nice warm intro here before we get you on board, but I remember when we first chatted, you were like, no tan, no tattoos, no boat pictures on Instagram. This guy was like hustling in a Facebook group with a great

comb over. Now you see him, it's like, gives a shit? Pearl necklace on can... In Cancun somewhere, crazy hair, tattoos everywhere. That's how you know he's really rich. Okay. That's my... That's how I know. You can just tell. The guy's rich as hell. Right? Zero to... He's embarrassed now. It's okay, Guy. Zero to twenty six million bucks, right? And a lot of profits. Over $10,000,000 of profit. So with that, guys, the more you clap, the more he'll share. Let's welcome Guillaume from Lemlist to the stage. Guillaume, come on up, man. Thanks for being here, dude.

Thanks for having me.

For having me. Yeah. That was a a great intro. Still the same, still grinding, but, with a bit more tattoo and money indeed.

I love that. Well, you're gonna teach the warm outbound strategies. Again, you've gone up, to large valuation. Help us understand really quick, just for quick street credit for those who don't know you, how did you get the 150,000,000 number here on screen?

Yeah. So we actually sold 20% of the company in 2021 for $30,000,000, which, equals to, $150,000,000 So we're still bootstrapped because technically it wasn't a fundraising, it was like pure secondary, so the cash didn't go into the company but in our own pockets. That's the main difference. So I guess you can pass this, wrote a book, invest millions in start up along the way. That's to add a bit more social proof, same, like hundreds of media

features, but let's go directly to the meat. So back in 2018, actually, I had not a lot of money, just $1,000 and the tactics I'm going to share today are basically the tactics I used when you don't have money and you want to grow your company. So obviously I was cheap French bastard, so it helped to innovate and create this type of tactics. And fast forward to six years later, we have tens of thousands of customers

in more than 100 countries, and we're at like 26,000,000. I think right now we're more like $27,000,000 and we will do $10,000,000 in profit this year. We What can move on to warm it is exactly? So it's the strategy of building an audience at scale to attract leads and converting them into paying customers using outbound. The question I receive the most is how exactly do you find content ideas? And the question I have for that is

how do the best artists learn to paint? I'm French, I love art, so that was the question I asked myself. And actually, they all start by copying what already exists. So even if you look at the most creative artists in the world, they all started by painting something that already existed, and for content creation, it's exactly the same. So, basically, what you can do with, your content strategy is to go to Taplio, and Taplio is basically... I have

to pause you really quick. Yeah. And it says also, as you grew the business, you've done a couple acquisitions. Right? How did you even build that muscle? A lot of founders don't even know how to go about an acquisition. How'd you find Taplio?

Actually, like, they found me. It's quite funny because I was the founder of Taplio, actually, we were in middle school together, and he reached out to me because he had read an article of another company I had built and sold, and he reached out to me because he wanted to sell his company. He asked me for advice, and eventually, like, twenty four hour after we had dinner, I just told him, okay, I'm gonna buy your company.

Just wait, another twenty four hours so I make an offer. And that's kind of like, how it Which offer? Yeah. And I was also a customer of Taplio.

Keith, can you share what you offered? What'd you buy the company for?

The the the... In total, it was like, because I bought two companies, in two products. The company was at like, the total, so they were like TweetHunter and Taplio. Taplio was doing, $20,000 in monthly recurring revenue and TweetHunter was doing like more than 1,000,000 in ARR. So I paid, $1,000,000 I paid $2,000,000 in cash and then, they had an earn out that was, very aggressive, where

essentially, like, within two years, they made a bit more than $10,000,000 in total.

Mhmm. Who... Was Andy involved in those negotiations early on or just the other co founder?

No. No. Just, Tebow and, Tom.

Yeah. I see. I see. I see. Well, I was gonna support... Andy, come on. Get up here really quick. Wanna sneak up here.

Sneak up here. We got

a little special guest in the studio. Andy, get up here. We can throw G some love. One of the founders...

One of the

one of the one of the early folks at Tap. Leo. You got you got lovers in Austin, Gee. Yeah.

Yeah. That's cool.

Thanks, Andy. So by the way, you're gonna... G, Guillaume's gonna teach you this right now, what you see on the screen. I also use Taplio to get inspiration from my LinkedIn post. But, Gee, what should people be doing with Taplio? Teach us what you see on the screen.

Yeah. So basically, like, the first step, to be honest, is when you have your niche. So if you're an entrepreneur, you can write about, like, entrepreneurship. If you're in sales, you can write about sales, marketing about marketing, etcetera, or, like, just try to find content ideas that your niche would find helpful. So typically when I started Lemlist back in the days, I would only write about sales because it's a sales automation tool. So the first step

is basically you put the keywords of what you want to type about, and then eventually it's going to give you the list of all the posts that are top performing, and from there it's basically just a super great way to have ideas. And the way personally I use it to find ideas is I look at the post that I disagree with, and I write a post that is in the total opposite, or I look at the

post that I agree with, and I try to basically, like, reformulate and rephrase, like, the post. Yeah. It's, I love this slide demo. You're so... You can use it.

This is exactly how I use it. You use it the way I use it. I mean, I love it. It's it's really great. And it's... To your point, it's like you always take an opinion in the first sentence when you post. We'll talk about that structure here in a second, but take us through it. If find something you love, how should they structure the LinkedIn post to get engagement?

Yeah. So typically, like, the the the most important part is the hook. So this is an example of a post I wrote where, basically I say eighteen months ago, I acquired Taplio and it was at $20,000 in MRR. No one understood why a sale automation tool like Lemlist would acquire a tool to help you build your audience on LinkedIn. So the first two sentences, obviously, wants you to basically make you read what's coming next, and that's

the power of a hook. So in Taplio, actually, you have ways to create tens of hooks with AI, and from them, the idea I give is basically like, read hooks, and from the hooks, basically decide the one that makes you want to read the post more. After that, I always like to add a bit more personal story just for the emotional connection. Then this is quite a long post, but it's always good to add social proof.

So social proof here was added through two ways. One is basically, like, the personal experience, but also, like, the hook had also a bit of social proof because I explained that I acquired the company. And finally, and in the end, it's a a call to action or teaching a lesson with the post. But So guys,

take a score then, Guy, just for time sake here. It gets a lot of engagement. How do you... You you you have this magic button. You can convert this right into emails. Most people watching them didn't even know it was possible. How do you do it?

Yeah. So you go to the next slides directly when you get a post with traction. You just have to copy paste the link of your post in Taplio, and that's going to give you the list of all the people who engaged with your post, meaning that it's going to get you their emails, their LinkedIn profile, etcetera, so you can then directly push them to Lemlist and do like a sales automation campaign. So here, for this post,

I had done AB tests. One sequence was to drive direct sign ups and the other one was to drive meetings. So if you go to the next slides, this is exactly like the email I sent. It was like, hey, first name, thank you for your support on my post about the acquisition of Taplio. Not sure if you knew about it, but we're launching a thirty day challenge to help more people grow on their personal brand on

LinkedIn and generate revenue for their business. Is that something you'd be interested in? It's free but we're limiting the spots. So here the idea is to add like a bit of scarcity. I think like Nathan is the master of scarcity. If you read this email, everything is urgent, everything needs to be done quickly, but it works.

It is, Gene. It is. It always is.

And to be honest, it works. So that's, like, really cool. And from there, if you go to the next slide, we generated basically, like, hundreds of signups just from that email. So if you look at essentially in total, because on average we were getting at the time around 70 signups per day, and right now it was an uptake of 60 people plus per day. So over five days, we had around 300 sign ups and I messaged

around like 600 people because it was an AB test. So that's like a 50 conversion rate because the post was relevant and the engagement, people already knew me, they already trusted me, etc. So 300 people who had put their credit card because, on Taplio, you put your credit card for the free trial, and that converts at around 50%. That's a total zero of one five. Yeah. So so that's like

that's quite 550% or 15%?

No. No. Sorry. 50, like, five zero.

Five zero.

Sorry for the French accent. No.

You're good. Yeah. 50% convert to paid. So guys, again, to sum that up, LinkedIn doesn't have to be out post. You just saw how to get the emails from the comments, then actually convert them into paid users. Ji just showed you how. We're gonna speed up because, we're on minute six and I want you guys to be able to ask G questions. But G, guys, if you're if you're enjoying this content from G and you wanna

make sure you join us next time when we do live content like this, it's gonna be September 17. We've got incredible guests coming. The link to RSVP, it's one click. You click the chat. And, gee, I copied you on this, by the way. We used to use HubSpot forms and a custom landing page to do this, but I saw that you use Luma for a event. You like those guys, Yeah.

It's quite nice. Quite nice.

Yeah. So guys, can RSVP right now. I put the link in the chat. Go on RSVP. And, Guy, let's continue here. When people are writing this content, you already taught some of this, so let's skip over this right now. Right? But let's talk about how to empower your team because your team does a great job at this.

Walk us through how you get

them a powerful engagement on LinkedIn.

Yeah. So I saw that they were also, like, founders, but not only in the chat. So the idea is, like, everyone in your team can actually build a personal brand. So what I did is, initially, I started a training only for my team, but now it's a master class that's free and available for everyone. So ask me the link and I can send it to you if you want. But essentially, everyone in my team is writing

posts about a topic that they master, and that creates also a bigger audience, more trust, and eventually it drives revenue because every time someone posts, we can leverage these leads for a specific outreach campaign. And sometimes the way you can outreach is... This is an example for our head of product, who writes a lot about cold email but in a different manner, from a product perspective and giving cheat sheets.

Roxanna, that you saw before, is our head of marketing. She's doing more copywriting tips, which is also quite helpful, like for Taplio, etcetera, etcetera. So this is also a way for you to leverage each person's personal brand simply because posting from a company's page doesn't work. Like, people don't trust companies that they don't see, but they trust people. And sales is all about trust, so the more you build trust, the more sales you're gonna make and

the higher your conversion rate will be.

Guys, I'm gonna show you a quick way that I use Lemlist. Gee didn't touch on, but I'm doing it because I'm selfish and I want you guys to see what we are doing. When I'm on LinkedIn, just, you know, killing time and I'm scrolling through, I'm looking who engages my posts, I'm seeing my friend requests, I'm doing whatever, right? So I'm clicking through here. Of One the things I'll do is I'll come across someone and say,

hey, they're gonna be a great speaker for SaaS Open. Or that's a real Founderpath lead or whatever. And and I don't do anything with them, because I don't like Sales Navigator. Takes too much time to send them there and then organize lists. So all I do now when I go to one of these profiles, right, is obviously I've got Taply open over here on the right. But if I go to the profile, Lemlist will embed, and I can effectively click a button that says add to a Lemlist campaign. And, gee, you have to tell me, I'm sure this is my own fault. I don't... I'm... What... Do I

have to turn something on to see that again down here?

Can you click on the right on the Lemlist, extension? No. On the on the right here and in the settings, maybe? Yep. I don't know.

It always used... It it popped up, like, yesterday when I tested.

Yeah. Yeah. Yeah. It's okay.

This is the beauty of live demos. Guys, here's what... Yeah. Exactly. But... Yeah. It goes here. It goes into the campaign. Yeah. Exactly.... See here, like SaaS opened New York City partners. And what happens is I just add those leads and forget about it. And then later, I go in and say send the campaign to those leads. And and Lemlist does the work of building a list, getting the email, getting the phone number. So I would

encourage you guys to try it out. Now, Guy, I said, you got to come on the webinar. Listen, we bring a big audience. You bring your own audience, but you have to give my audience something really special if we give you ten minutes. You agreed. I appreciate it. What can folks do with this warm outreach 30 code if they go to Lemlist today?

So if they go to Lemlist or Taplio and they type this code, they will get like a 30% off for three months, and it's basically just valid for, the next, seventy two hours. We don't usually do discount, but, yeah. Said it was special, you said it's summer, so let's get white.

What I would tell you guys is don't get confused between the two. Just if you wanna copy what I do, what I use Lemlist for, use the link I just put in the comments. Right? So just go to that link right now. That actually just sets you up. You don't even have to purchase today, but just sign up. I'm I'm showing you right on the screen what it looks like. Actually, it's gonna log me in, I

bet, because I already have an account. Yeah. But if you don't have an account, all this link is a free sign up. And then just remember that warm outreach 30 code, right? In the next seventy two hours, if you fall in love with it like I did, go ahead and purchase. So, Keenan, on that note, in that note, I'm gonna take one question from the comments. Let's see here. Did you see one as you were talking that you wanted to address?

I haven't looked yet.

Let's look. Guys, one... Okay. Here we go. Okay. This is a good one. John Wright said, when you're emailing out like this, do you recommend using other domains for outreach other than, say, yourown.com? And maybe, g, talk a little bit about Lemwarm and the importance of warming new email addresses.

Yeah. Yeah. Absolutely. So for your outbound, you should always use a different domain. So typically, like our team, if we're gonna do the outbound for lemlist.com, we're gonna actually do it, through domains like lemlist.co, lemlist.io, etcetera, etcetera. So So what you first need to do when you purchase a new domain is you need to warm it up. So we have a tool that does that automatically and you always leave it on. Essentially what it does is

it sends emails to basically a network of email accounts and it will basically warm up your domain so you don't end up on spam. And ideally, always use different domains because you don't want your main domain to be burned through outbound, especially when you're scaling your sales team. You never know what people are doing and how many emails they send. So always use secondary domain because in the case of one secondary domain being burnt, you can

always go back to another, but your main communication channels are still safe.

Guys, he gave us numbers. I don't know if he shared publicly before about the Taplio and Tweetbinder acquisitions. He showed us strategies he's using. I showed you how I use Lemlist and Taplio. If you learned something from Gee, give him a big round applause. Gee, thanks for coming on, man. We appreciate you.

Thank you. Thanks everyone and reach out to me if you have any other question. Cheers.

Okay. So Gee, are you cool staying in the chat for a little bit? If people have questions, you'll reply in the questions?

Yeah, of course.

Yep. Amazing. So guys, here's the summary from Gee, right? Copy what already exists and improve in Taplio. Don't waste LinkedIn engagement. Drop those comments into sequences. And lastly, follow that copywriting framework, five parts to make sure you get a high reply pay... Reply rate, which ultimately leads to 50% of those trials G signed up into paying customers at Taplio. Just an incredible conversion rate. Again, that's how you go from bootstrapped to $26,000,000 of revenue and $10,000,000

of profits. Now coming up in about sixty seconds, we're going meet Adam Robinson from RB2B and then we're going to get in and learn everything product led from Wes Bush. The studio is excited for it because we just turned the lights down. Everyone's feeling very good. I'm now glowing like an angel. I feel like God. That's okay. That's better. There we go. Love that. So that's coming up. That's coming up. If you guys wanna follow along

with Adam's slides, he actually has a screenshot of barometrics in his slides. All you need to do, all you need to do is you can go to nathanwebinar.com. Nathanwebinar.com. What this will do is it will show you our next event next month coming up. That is, on LinkedIn. And if you click attend, and once you do that type 10, send slides in the chat. I'll just drop you the slides directly via DM. Kevin from the Founderpath

team is here on the webinar, and he and I will directly DM you the full slide deck we're working through right now so you guys can follow along. So I'll give you guys a chance to do that. I'll give you a chance to do that. Click nathanwebinar.com. Click attend. Don't cheat because I can test this, by the way. I can test this. I can test this. Let's go look really quick. Here we go. So there's 959.

I've already updated this for... To be for next month, September 17. So I should see 959 go up, then type send slides. And, actually, Kevin, you're gonna kill me for asking you to do that because there's so many people typing send slides. So here's what we'll do. If 10 more of you guys do that, I'll just drop the link to the slides right now in the chat, right to Google Slides. Is that cool? Just click attend

on that LinkedIn event, and I will drop that in the chat right now. We good? Alright. Here we go. Here's the slides. Here are the slides. Right there. If you wanna click in right now and follow along with me, you can jump ahead a little bit. We're going to learn from Adam. So Adam has built retention.com from zero to $22,000,000 of revenue, launched a new b to b product that's gone from nothing to over a million

bucks of revenue very quickly, but most... What's most impressive about this guy is the velocity, the speed, zero to like a lot in a very short amount of time. The more you welcome him, the more he'll share. Right?

Of course. That's how it is.

Guys, give it a round of applause. Rad and Robinson at r b two b. So you came on last time. We had a blast. And, I'm looking at your barometrics chart, and I just see revenue keep going up. So for folks not familiar with our b to b, give the quick product pitch, and then we'll jump into growth.

The product pitch is someone can hit your website, not fill out a form. They can leave. We'll shoot you their LinkedIn URL into a Slack channel 100% free.

I love this. So you guys are looking now here coming a little bit more to the center, so we're positioned here. That's our main shot there. Comments over here. You guys see his revenue graph right there. So just read this to us. What were you doing in May?

In May, 167,500.

No. No. No. May. May.

May. Forty four k. And now? We're not... Now we're $1.93.

That's crazy. It's wild.

You haven't refreshed this.

I have not... Why? I didn't build the side deck like last night. But... Right. So so where's all... What's the average price point? Walk us through walk us through how you're driving this kind of growth.

Yeah. So it's it's a freemium model, which I'm gonna talk about in what I'm teaching. And the average price point is around like $2.70 five months Mhmm. Monthly.

So you're seeing it here. Right? You're seeing it here. Now did you test this pricing a bunch before you landed on these?

I wouldn't call it testing. Okay. I tried something that didn't work, like, horribly. Yeah. And then changed it, and it seemed to... It seems to be a lot better now.

Guys, what questions... We're gonna go in. He's gonna teach her in a second. What... When you look at this revenue graph, what questions do you for Adam? Just out of curiosity. You can put him in the chat. What... I mean, what's the biggest question you get? It used to be why is the hair so long? Now

it's It's like it's usually hair related.

Hair related. Yeah. It's hair... It's always hair related. Are you using on the same tactics that g was using on LinkedIn?

So, like, I would say without as much sophistication, just because he's got a lot more people working on that thing. Mhmm. They're a lot farther along, but we're kind of doing stuff in the spirit of that. I have a guy using a clay table to sort of, I would say, do it, like, less effectively, but Yep. We'll get there eventually. I I... By the way, philosophically, I think that that is what you need to be doing.

I love that. Guys, I love testing new products. I I have the JavaScript from RB to be installed on Founderpath and GetLatka. We're using it. I'm using Lemlist. I love featuring products that I'm also using. Now if I'm not using your products yet, but you want to be featured on these webinars, right? Go ahead and answer the poll really quick right now. Just say, do you want your feature... Do you want to feature your product in

front of hundreds of SaaS? Again, I don't know how many people are alive. How many founders are alive. You guys can see the counter, but I think this is the largest, again, live group every month of SaaS leaders. So if you're interested, just click yes, and we'll reach out afterwards and figure out if it makes sense to feature you on an upcoming webinar. Now, everyone else watching this, you're seeing what I'm doing here with this poll. I like to run like negative CAC, everything I do. Like, so I'm spending a... We spend a lot of money on this.

Love it.

How do we make money on it, but without charging the audience? And so we do like to use sponsors. I'm a end that poll. I'll reach out to you guys in a second once we're done. Alright? Give me about an hour. Let's talk though about how you built this r b to b offer. What's this book?

So, look, Alex Formosie, I'm sure all of you have at least heard of his name. He's like kind of a make money from home guy a little bit. But he he wrote this great book called A 100,000,000 Dollar Offers, and I just don't think people in SaaS emphasize how important your core offer is in... First of all, if you're like pre revenue in getting people on the phone for discovery calls Mhmm. And, like, beta testers and

stuff like that. And then secondarily, like, you can create an offer that is so compelling that it actually has virality on its own without any other engineering virality tricks.

Mhmm.

So, you know, if you take a look at this banner on the left side, which is on my LinkedIn header, like, just read this. Right? Identify your anonymous website visitors. Push their LinkedIn profiles to Slack. It's 100% free. Who who would not do that if they had a website?

Well, look, we can be brutally honest because you asked me to do it and I said, Adam, I'm concerned about security. Right? Like I'm like I'm like I'm nervous having my CTO put this on the website.

Right.

Ultimately, I got comfortable with it. But I mean, that is one reason. You gotta round that objectivity pretty easily.

Totally. And and honestly, like, that's why I'm doing so much founder brand founder brand work with my face on video. The trust objection is the largest objection. Mhmm. So I'm trying to do so much automated trust building in our marketing that it assuages that concern by the time people are ready to buy. I'm fully expecting people to read my content for six months before they're not like, well, that's just too sketchy.

Mhmm. So take us into the pricing here. A lot of people... The left side here is free forever. How do you decide what to put in your free plan? And this ties in nicely with what we're gonna learn Wes in about nine minutes as well.

So the story about this pricing page is my original intention. So taking one step back, we sell leads as a SaaS. This is a hard product category. It's very high churn. Why is it high churn? We're not storing people's data. Whenever you're selling leads, regardless of how high quality the leads are, some people just can't make leads work. So they'll try it, and then they'll churn. So in an effort to try to make the churn lower,

my original plan was to give away the leads and then charge $4.95 a month for, like, a sophisticated HubSpot and Salesforce integration.

Mhmm.

What happened was I got 3,000 sign ups and 13 paying customers. One, three. It's wild.

So it didn't didn't quite work.

It didn't work at all. So I was actually posting about this on LinkedIn, doing a lot of work in public. I was getting some fantastic ideas about it. And the core problem that I had, which was identified to me, which I didn't understand, was I had way too much value in the free plan and not nearly enough in the paid plan. We were having discovery calls floating other stuff we could add into the paid plan to

people, and they're basically saying, I don't even care what you add, the free plan is good enough for me. Which is like bizarre. So the solution that we came to, which is now like, I don't know where you see this. Maybe if you go there Where do wanna go to? To last thirty days, just top left.

Tell me what you're looking for.

Find it. The paid free pay conversion rate. So last thirty days. Here, you drive. Yep. Last thirty days. So if you look at sign ups versus new customers, this is zero touch. We got a sales guy who's just trying to figure it out right now. But it's around a 9% conversion rate without talking to anyone after being 13 out of three And no...

This is no touch.

No touch. Yeah. This is one very simple pricing change. And basically what we're doing is we're saying 85% of the universe gets this for free. Mhmm. 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. But what I want to say about this page is that that is very easy to

look at. It's not scary. But that's not actually what the pricing is. It's like you're looking at it's 99 a month. Well, how is our pricing $2.75 a month then? Mhmm. Actually have to click down to here Credits? To see... Yep. Credits for every for every website size to see that we charge more than $99 a month. Yeah. Some people... Most people I mentioned don't, but then when they finally get to the point where they're paying thirty days in or whatever, these prices for this type of volume, it's just so low that it's kind of negligible. Not super pissed off about

it.

Yeah. Guys, raise your hand. This is

good for Wes too coming up with product.

Raise your hand if you have a freemium go to market motion. A free plan, you try and pack it, raise your hand high. Now we can see we're in a beautiful studio, raise it high. Nick said kind of, Brian said kind of, Dale, Brent Young. Okay, a mixture, a mixture. Okay. So yeah, it's one of those things that's again, not... You're never quite sure what to put the free plan, where to put the paywall, how to get to paid. It's clearly working for you. If people wanna learn more, because you publish. You're very open. Where can they learn more about the tactics you're actually running?

Yeah. Just go to LinkedIn and follow me. Yep. I I post every day about what... Basically, how I'm screwing up. It's like my best content.

It's good content. The vulnerability is good. The last thing we're gonna touch on here, we have about ninety seconds left, this is quick. But what are people looking at here? This is a unique screenshot.

Yeah. This is inside of our LinkedIn thought leadership ads campaign. Like, is in our LinkedIn account.

Mhmm. Yeah. So explain the kind of cost... Explain these clicks and everything right now.

So, yeah. You know, this is our cost per click and this is our cost per conversion. So that $40 is a free conversion. And then the math to basically get what we're paying for a free user is, you you basically divide it by point zero nine or whatever, and it comes to somewhere around 400 or $500 We got brutally high churn, but it's still like a ten month LTV. So we're getting like five x ROAS on

this this thought leadership ad, which is great. I mean, it's a free product and we're five months in. We're already figuring out a way to like kind of understand the metrics of of putting ad spend behind it.

Well, again, this is when we talked about that closet and the model and how to work through different growth growth tactics. Now you're obviously testing paid because you've got, well you're approaching 2,000,000. When are gonna hit 3,000,000 of ARR?

We're two and a half now.

Two and half now.

So soon. Like you probably just hit it. Right? That's how it works.

Hopefully,

So your unit economics are healthy. If people want actually test the tool, where's the best place they can go to check you out?

Rb2b.com.

Rb2b.com. Will you hang out in the chat? I'm hanging in chat.

I'm hanging out in the chat. Okay.

For sure. Guys, give it up for Adam. RB2B. We appreciate you, man. Thanks for being such a huge fan. Appreciate you being here. Yeah. Yeah. Thanks so much. Alright. Alright. Again, guys, we treat this like a family barbecue. If you're spamming the comments, we're gonna boot you and you will not be invited back to any other events. So please make the people, you know, spamming the comments feel terrible. Like, they'll post on their LinkedIn and say,

you spam the comments, you ruin the barbecue, was to you're like the the uncle that got too drunk, you know? Just make them feel terrible. Alright? No spamming in the comments. But again, great content there from Adam. The summary here, create an offer so good, folks can't resist it. Check out a $100,000,000 offers by Adam or Mozy. Don't settle for 3% free paid conversion rate. He just told you it got to 8%. And lastly, test those

thought leader ads on LinkedIn. They do work and they're returning some of the best returns right now. Alright, zero to a million bucks, sorry, not zero. He added a million dollars in revenue in the last sixty days. Now, of the things that I want to chat about, you know, G bootstrapped, LEM list. Adam bootstrapped. Bootstrapping and sort of what I say here is I always say valuation is temporary, control is forever, right? When you bootstrap, you

have full control and you have full optionality, right? Valuation is temporary. Control is absolutely forever. So that's why bootstrapping equals freedom. Again, equals freedom. You grow your hair out, you wear pearls, you paint your room pink, whatever you want to do, you do it, right? Contact Monkey and Scott is a great example of this. Look at this headline. Niggas are going, why is Nathan talking about bootstrapping and then featuring this picture from TechCrunch? Well, can you

guys guess from this headline? Can you guess where did this money go? Type in the chat. Where did that 55,000,000 go? Any guesses in the chat? Where did that money go? Judy Chan said in his pocket. Someone said ads. John Greit said cars.

Marketing. Mohammed said Lemlist. No. Lemlist has no plans that are $55,000,000 per year. I can guarantee you that that I know of. Lambo technology. Well, it doesn't say series a or series b or series c. I I told Scott I wouldn't share the actual number, but I can just tell you this. A big chunk of this was secondary. Right? Which means it goes right to the Founder's pocket. Right? Just like Gee did at Lemlist. And I

want you guys to hear how Scott grew this business to 11,000,000 of revenue with no external capital. Alright. Scott, how much did you take from Founderpath? $1,000,000. Non dilutive. Alright. And what does Contact Monkey do? What are you guys working on? Internal communications for kind of

mid market companies, helping them communicate with their employees.

And as a founder and CEO, how do you think about capital in general? Like... And and and just and then just, you know, capitalizing the business.

Yeah. If you can do it on the back of non dilutive capital, and and that's the best way for a founder to grow the company.

Can you share more about how much revenue you were able to get to before you raised equity because of the debt you raised?

Yeah. We we got to about $11,000,000 in ARR pre raising any capital.

This guy's a star.

Scott, if people wanna learn more about you online, where can they find you?

LinkedIn, Skype, and also As

I cut him off there, but you just saw, right, 0 to $11,000,000 of revenue. Again, valuation is temporary, control is forever. He kept all control, which means he could control that $55,000,000 round. No board, get it done exactly how we wanted to get it done. So if you want to support Scott, if you want to support Scott, uh-oh, and I'm not going to do this live. Hold on. Let me do this live. We always want to

support bootstrappers because frankly the press doesn't do a good job at talking about these kinds of success stories. Out of curiosity, how many of you guys are bootstrapped? Type in the chat. Who's bootstrapped? Raise your hand or stick in the chat. Who's bootstrapped?

Anyone bootstrapped? Okay, so I see a lot of people saying bootstrapped. Guys, we got us... Okay. Now stop. The chat moves so fast. We must have like 200 people here or something. Moving so quickly. Alright. Stop stop commenting for a second. Guys, we gotta go support Scott. If you love his story, bootstrapped to 11,000,000, click that Click that. Oops. How do I... Everyone in meeting. Click support Scott. Right? Go there. And what that's gonna do, I'll

do it here on my screen as well. Right? It's gonna go to this post where we put up a nice video talking about how Scott did this, and all you have to do, right, just show him some love. Click the little love button here and say, Scott, love what you love what you built. I'm bootstrapped too. Right? Whatever you want. Right? Whatever you want. Just give him some love. Again, the media doesn't do a good job

celebrating this stuff, so we've got to have each other's backs. Right? We've got to have each other's backs. So that link is in the chat. Right? There it is. There it is. Go give Scott some love. Now the other thing I'm doing here that you guys should copy if you're thinking about webinar strategies, what I did here, this is our top performing Founderpath ad. It's our highest click through rate. You're seeing me right now pour organic

content on the paid channel already working to get better CTR and cheaper clicks, right, with you guys as a live audience supporting him. Everyone should consider doing this. Take your best performing ads, pour fuel on the fire. That's exactly what we're doing, right here, right? So again, show Scott some love there. He loves it. He's a great bootstrapper. If you're looking again for this kind of capital, last I checked we've got about $25,000,000 of dry powder

at Founderpath we're trying to put out before the end of August, right? So you keep your equity, we take no equity, you pay back over one to four years, right? We're in one to four years, so no pressure here, but if capital, you should raise your hand so that our team knows to reach out to you and tell you more about how we structure our deals. Right? Let me launch the poll really quick. There it is.

If you're looking for capital right now, type yes. Right? Again, no pressure. This just means you want more information from us. Right? Type yes, and then let us know how much. And what I'll tell you here is this is what people use our money for. They use it on LinkedIn ads. Like Adam Robinson, you saw his LinkedIn ads. They're incredible. They use our money to hire sales reps or engineers. They use our money to buy out

co founders that left the company ten years ago. Right? Or buy out early angel investors. Right? Or they use our money to grow like Scott to $10,000,000 of revenue before doing a massive secondary round, 55,000,000 with UpData. So four more seconds on this. Three, two, one. We'll end that poll. Right? We'll end that poll. And then jump into product led. Everything product led with Wes Bush. You can see here, he consults with companies like Keep eighty,

$90,000,000 of revenue, used to be called Infusionsoft and I say why is Klate paying Wes? What is he building at product led? So let's give it up for Wes Bush with product led, we'll pin him to the stage. Wes, welcome.

Hey, thanks so much for having me.

You bet. You bet, man. You bet. The background game is strong. You gotta hold up your book really quick so people can see it. Grab one of them off We the

got this. So I'm the author of Product led Growth. And what I do is I coach SaaS companies on how to actually install, build, and scale up their product led growth motions. And over the time, just helped over 400 plus companies generate a billion dollars in self serve revenue. So absolutely love this. I was definitely like nodding my head a ton with Adam's chat about what do you give away for free? Because that is what I

want to talk to you today is what do you decide to give away for free? Because I want you to get thousands plus customers every single month without actually having to talk to them. How you do that is you need to have that product led growth motion.

And Wes, let me give you some love before you jump in because I publish my own book. So I know how hard this is. You know, 99% of books that get published don't sell more than a 100 copies and most of them don't get more than 10 reviews on Amazon. So look at my screen here, you can see the number of reviews this guy got. You can imagine how many books he sold, right? So he knows what he's doing. He's also growing and operating himself live. So Wes, on that, let's jump into the content. What is Tetra and how'd you help him?

Yes. So real quick too, on that book too, we eat our own dog food, it's free. Just put in the link in the chat. You don't even have to purchase it. There we go. Tetra is a knowledge based management solution. And so it acts a lot like a Wikipedia for your company. And so when I was chatting with Nelson who runs the company, one of their biggest things was initially they had like this fifteen day free

trial, they had a free motion, and then they started to notice, you know what, our churn the first thirty, sixty, ninety days was just quite high. And so Nelson had this idea, he was like, you know what, what if we changed the free model? Because right now, I dunno if people can actually experience the full value of the product. Actually the inverse of what Adam was talking about with our B2B, it's like, it wasn't too much,

it was just too little. And so what we ended up doing is we just decided, okay, we gotta completely switch up this model. But before we do that, I want to give you like what I call the super Mario analogy, which is one of the easiest ways to just understand, like, what do you actually give away for free? So this will be helpful for all those of you that have a free motion. So ideally this is

what your free motion should look like. You play super Mario. You understand this little flower. It's awesome. You pick up the flower, you grow two times as big. You can spew fire. It's amazing. Now go to the next slide and you'll understand this is what most free motions are like. If you ever signed up for free

I trial don't I

don't know know about you guys. I was terrible at this

game on Nintendo when I was little. I was stuck at this little guy all day long. I could never get big. I could never beat the dragon. I always fell through the fucking bricks. I mean, it was terrible. You figured this out. Okay. So little guy, what happens next?

Yeah. So this was exactly the case with Tetra, with that fifteen day free trial. Was a company Wikipedia tool. Like you sign up, it's kind of like a Google doc. It's... You can't experience the value of the product in just fifteen days. And so in that case, what we ended up doing was we were like, okay, gotta switch this. You can't just have a free motion just like this. So in the next slide, if you go

to what you ideally want in a free motion, is it kind of looks like this. It's you pick up the flower, it's powerful. You can get to the next level in your product. You can do something meaningful. You don't have all the leads in the world. Like we're talking about our B2B's first experience, like this example, which is like, you give people way too much. They have zero need to upgrade. This was me with Evernote. That

was like, I love this product. I've been using it for eight years, have zero intention of upgrading until they changed their free motion. So I wanna leave you with a really practical framework that will actually just make understanding like what the heck do you actually give away for free super easy. And once you see it, it'll just be like, ah, okay, that's exactly what we gotta do. So at the core of the ultimate free model framework

is that heart. And so that heart really represents what is the big next level that you're going to be giving people away for free? What is that Let me pause.

How many of you guys are like Natalie in the chat? How many of guys think you're giving away too much for free? You have a sneaking suspicion your free product is way too strong. Type strong in the chat. Does anyone have a sneaking suspicion, but you're just like not sure how to figure it out? Wes, let's see what people say. Yeah. How do people figure this out? Keep going.

Yes. So to figure that out, what you have to do is you take like, what is the ultimate like user success for your user? You And break it down into three big chunks. There's your beginner level, your intermediate level, your advanced level, just like a game. And then you take that beginner level, that core outcome, that's the middle piece. And then you ask yourself, what are all of the challenges? Not just product ones, but all of

the big challenges people have to overcome. And then you just feed that loop back with what solutions do we need to actually overcome those specific challenges. And so if you break it down this way, you will have a free product that isn't just a great free product, but it will actually help you get more upgrades and everything else. And back to TETRA, if we look at their support when they made the switch to premium, which is

the model they ended up deciding, they were initially worried like, okay, is our support gonna get hit with a bunch of extra people? It actually turned out it wasn't that much more people that were reaching out. And if you go to their overall upgrades, that one, or signups, that really showed that, you know what, when it comes to the model, people do pay attention to what is the model? If it's a better value product, you will

get more signups. And then the last slide here for the upgrades, if you go to the next one on that one, the upgrades was just kept going up for this company. If you get the right model and the most important thing that you'll know, if you actually get the right model is your retention will just keep going up. You'll have really strong retention for the first thirty, sixty, ninety days, and it will just have a lot

more signups as well in the process. And so that's kind of the story of Tetra. That's how you can decide what do you give away for free. And overall, this has a huge impact on your overall upgrade MRR, new MRR, and seeing what that'll look like over that time as well.

Wes, I forced you to do all that very quick, but you have so much great content on this. Guys, I encourage you to productled.com and Wes, please feel free to put your link into the chat so that everyone can go check it out. You're going to a couple conferences coming up, but people wanna catch you live. Where are you gonna be over the next month or two?

Yes. So I'm actually gonna be at SAS Open in New York City, so that'll be fun. And then I'll also be at SASSiest Amsterdam and SASS Dublin. So if you're at any of those, feel free to reach out, happy to connect with you. And we do actually have a special offer. If anybody wants to implement the product led growth and scale up your product led motion, just head on over to productled.com, mention Founderpath and the application,

just put it the chat and we'll give you 30% off on that end for the first month.

I get 10%, I get 10%, I get 10%. Just kidding, kidding, just kidding. I'm kidding guys, you gotta go. Again, I'm very, very, I have people asking all the time, can I come on the webinar? I say no to 90% of people. I only have people on where I'm either using their product, I've seen their product firsthand, or I've heard customers like their CEOs tell me I used Wes Bush for product led and he crushed it,

right? And so you want to go check that out, take advantage of that. Wes mentioned he is going to be coming up, joining SaaS Open. Adam is also speaking at SaaS Open. Now guys, I want to respect your time. We are at time, so you can feel free to leave, but you would miss out on something really interesting. Let me ask you, you guys can sort of tell me whether we shut the webinar down now or

we go for another five minutes. Yes or no, would you like the opportunity to learn from Adam and West live? Live in person. Tell me in the chat. Capital letters, exclamation points, crazy characters. You can tell me what you want. You can tell me what you want. Alright. Brenda said yes. Max is saying yes. Shot John saying yes. I should have did the opposite. I should have said tell me no. Just, know what, just leave. Right?

Just leave. If you want to leave, can just leave and you miss out. Right? You miss out. Let me do it really quick. It's gonna take five minutes. Here's how you meet Wes and Adam live. This is it. I'm not even gonna say it. You have to see my screen. This is it. It's less than thirty days away, which means flight prices are increasing and hotel prices are increasing. It's right smack dab in New York City.

Think about it. You probably have partners that you need to meet in New York anyway. Right? You probably have customers there anyway. There's probably a bunch of things you can get done in New York and just add SaaS open to the list. Thursday and Friday, September 5, we'll have over a thousand software founders live, and you should bring your team. We've got four stages. Folks bring their CMO, their CPO, their CRO, their CFO. We've got stages

for everybody. And what open means in SaaS Open is this. See that on the right? That's what it means. I get grilled about this in the press. They go Nathan is too tough on his interviews. He's too mean to his speakers. He forces them to give revenue. You know what? That's because people tell me when they come, they go, I only come because there's more data at SAS Open than anywhere else. So this is why we

require every speaker to put their revenue growth graph in the first three slides. And those are some screenshots right over there on the right, right, of the slides from last event. So that's what open means, and here's what it looks like. This is what you're gonna see. If you don't come to SaaS Open September fifth and sixth, you're gonna see all of this in your LinkedIn feed after, and you're gonna go, dang it. I should have

been there to hang out with Adam and Wes and yours truly and a 104 other speakers. So folks, there you have it. I hope you enjoyed this recording. If you wanna join us all live in person at SaaS Open, that is coming up here quickly, September fifth and sixth in New York City. Go to sasopen.com to get your ticket. And remember, join us on our next live webinar digitally at nathanwebinar.com. That's happening on September 17. Alright,

leave a like, leave a comment. If we get two fifty likes and a 100 comments, I'll post the full slide deck in the YouTube description here on Wednesday, this Wednesday, August 21. Alright, I'm Nathan Latka. See you guys.