A Fiverr-built product, partner promotions and customer webinars: the playbook behind PPC Ad Lab's accidental SaaS
Robert Warner · Ppc Ad Lab
Published September 1, 2022Robert Warner, CEO and Founder of PPC Ad Lab, shares:
- How a Fiverr gig built BVP for $5k
- PLG and building out additional marketing angles
- Revenue data from internal launch used to attract partners
Explore the lesson. Sign in to access the slide download.
Robert Warner explains how PPC Ad Lab turned a small product into repeatable growth by using promotional partners, unique data, customer webinars, ready-to-use campaign templates, and a focused acquisition channel.
Read the source passagesFind the ideas you need and go straight to the source.
“agency and that's exactly what we did we put the agency up for sale and we sold it last November um but in the meantime I want to cover with you guys today um we call this our accidental SAS we didn't mean to build a sass So for anybody here who's building their SAS with a market changing and world domination Vision we had none of that um we had we I said we didn't even plan to build a SAS we had a problem to solve”
“a really good indicator they're spending money in other marketing services so it's a great qualifier so the people who've been uh Google ads managers franchises Ecom stores digital agencies you know that's been typically our customers so far so let's start with our our beginning what happened so it was late March last year um Joe and I had built a product it was an information product that was selling to our agency customers and one of the commitments that we'd given was that we”
“we'll send another one on Wednesday another one on Thursday and Thursday evening we run the webinar Friday we're doing live Encore and we get and we would typically getting about 250 300 people show up live to these webinars so we get a good crowd and we do replays over the weekend and we close it out on the Monday and as you can see here what we did was we created a page with what we call the founders offer and the big difference”
“literally no idea that these were use cases and to this day people keep bringing us more use cases for the product but that sort of Hiatus few months over the summer was brilliant and it just gave us this time to just gather this thing rebuild re-architect put a slightly more grown-up UI on it that looked a little bit better um and not so on 1980s actual sketch um and you can see what we had this was from one month alone I was at 12 weeks”
“customers per year to us after the launch because the revenue is so valuable to them as well so if you can find the right partners and you can pull a deal off and I would suggest to be bold um you can pull some seriously big numbers in into your business and that's where we move all we've done all year this is literally the only thing we've done is we've run a partner webinar once a month we're running one of our own once every three months um and that's taken us from zero to”
“Use cases: Explain the real-world value Let’s start with Section 1 Need: list of plumbers advertising on Google Ads Our BVP Test Launch USER 1 - ME ITERATE TO BVP INTERNAL LAUNCH Problem: No existing SAAS had accurate of complete data Solution: Build a test solution - fiverr gig Positioning: unique benefit - real-time - complete data Use cases: Explain the real-world value of this data 7 day launch: to past agency contacts Webinar: Live, encore and replay sequence Offer: “Founder” offer with discounts and huge benefits”
“Sales Result Concept to paying users in 16 weeks 76 customers: Recurring $22k Cash: Collected - 9% took annual plan that nearly doubled our cash collected $12kMRR $5k build cost”
“User heroes: We made our users the hero of the calls Let’s jump in to Section 2 I’m going to show you WEEKLY CALLS PLG MARKETING ANGLES New features: Release updates on a weekly basis - small usability upgrades User scenarios: Users created use cases we never thought of Franchises: Monitoring franchisee compliance Marketing: User created SOPS for outreach using our software Brand protection: See who’s bidding on your brand - and stop it Hookes: User feedback creates future marketing hooks Re-engineer: Our first AWS bill was $8k - rapid re-architect necessary Live chat: Reviewed every live chat daily to look for product opportunities”
“Do the heavy lifting for your partner We provide email sequences, webinar intros, outros, affiliate tracking Pay PROMPTLY and generously”
“Takeaways We only have 1 real channel - webinars We’ve processed it to be repeatable and scalable We let our customers create our marketing arguments for us”
Video
My $5k hobby project used 1 to many selling to reach $700k ARR in a year - Slide Deck
Robert Warner is the founder of PPC Ads Lab. Over the past 8 years since founding InvisiblePPC, he has leveraged his knowledge and experience to create a unique solution for Google Advertisers—PPC Predict. The service is offered for free, promising an average of 31% improvement in Google Ads results within 30 days (sometimes reaching as high as 350%).
Andre Cvijovic · Referrizer
Ben Gabler · Rocket.Net
Chris Cunningham · Clickup
Chris Marentis · Surefirelocal
Craig Fuller · FreightWaves
Drew D’Agostino · Crystal
Find a passage in the slides and open the original deck.
21 passages
Robert Warner CEO, Founder of PPC Ad Lab Founder500, Sept 2022 My $5k hobby project reached $700k ARR … And used 1 to many selling to hit the $700k
Quick Intro Rob Warner Built white-label digital agency to team of 35 Became Google Channel Partner Sold agency late 2021
Over the next 20 minutes: Fiverr gig built BVP for $5k I’m going to show you how we’ve grown our accidental SAAS BVP Test Launch PLG Partner Launch BVP reveal to internal email list Focus on the Big Idea Weekly group user calls Iterate updates quickly Build out additional marketing angles Revenue data from internal launch used to attract partners 1 week promotion - unique offer and scarcity Sign up 30+ new paying users per partner
PPC Ad Lab Revenue Growth
What We Do At Real-time Google Advertiser data, any location for PPC Managers, Franchises, Ecomm stores and digital agencies
Use cases: Explain the real-world value Let’s start with Section 1 Need: list of plumbers advertising on Google Ads Our BVP Test Launch USER 1 - ME ITERATE TO BVP INTERNAL LAUNCH Problem: No existing SAAS had accurate of complete data Solution: Build a test solution - fiverr gig Positioning: unique benefit - real-time - complete data Use cases: Explain the real-world value of this data 7 day launch: to past agency contacts Webinar: Live, encore and replay sequence Offer: “Founder” offer with discounts and huge benefits
My Accidental SAAS March 2021: Needed a list of plumbers advertisers on Google in US cities - couldn’t get one April 2021: Designed a process and hired a Fiverr contractor to built an internal test tool May 2021: Improved CSV and added UI June 2021: Decision to test launch July 2021: Launch
Promotion Overview Tuesday: Webinar registration email 1 Wednesday: Webinar registration email 2 Thursday: Webinar registration email 3 Live Webinar Friday: Webinar encore email & encore presentation Saturday: Replay email 1 Sunday: Quiet day - no messaging Monday: 3 x close emails and countdown
2005, My Garage in Seattle
Sales Result Concept to paying users in 16 weeks 76 customers: Recurring $22k Cash: Collected - 9% took annual plan that nearly doubled our cash collected $12kMRR $5k build cost
User heroes: We made our users the hero of the calls Let’s jump in to Section 2 I’m going to show you WEEKLY CALLS PLG MARKETING ANGLES New features: Release updates on a weekly basis - small usability upgrades User scenarios: Users created use cases we never thought of Franchises: Monitoring franchisee compliance Marketing: User created SOPS for outreach using our software Brand protection: See who’s bidding on your brand - and stop it Hookes: User feedback creates future marketing hooks Re-engineer: Our first AWS bill was $8k - rapid re-architect necessary Live chat: Reviewed every live chat daily to look for product opportunities
PPC Ad Lab Revenue Growth 1,581 user live comments Real life feedback from users during live training over 12 weeks Jul-Sept 21
Let’s jump in to Section 3 I’m going to show you PARTNER RECRUITMENT LAUNCH METRICS REPEAT Reciprocate: We promote their offer to our audience Friendly partner: Test the warm webinar with partner traffic Ease: We provide email swipe, messaging etc Earnings per attendee: Month 1 focus Total earnings: Total month 1 commission paid to partner Live conversion rate: % of live attendees who buy before the end of the webinar Referrals: JV’s refer other partners with similar audiences Recruit: Additional partners using metrics from the friendly launch 3 x promos: 1 Partner promotion per month
Do the heavy lifting for your partner We provide email sequences, webinar intros, outros, affiliate tracking Pay PROMPTLY and generously
Sales Result First friendly partner result - 7 Day Promotion 76 customers: Recurring $22k Cash: Collected - 9% took annual plan $12kMRR $5k build cost
Shock and awe partner Make yourself their priority by being so damn valuable and easy to work with.
PPC Ad Lab Revenue Growth Partner promotions Internalpromotions
September: Biggest ever partner launch expecting up to $750k new ARR in 7 days Enterprise: We have enterprise clients now looking for marketing intelligence and brand protection. Expanding with outbound. October: Splinter product market place launch for user acquisition (by) November: Paid traffic starts Q4 Hammer Time
In the last 20 minutes: Fiverr gig built BVP for $5k I showed you BVP Test Launch PLG Partner Launch BVP reveal to internal email list Focus on the Big Idea Weekly group user calls - accelerated feedback and updates Iterate updates quickly - new features weekly User generated marketing angles Revenue data from internal launch used to attract partners 1 week promotion - unique offer and scarcity Sign up 30+ new paying users per partner
Takeaways We only have 1 real channel - webinars We’ve processed it to be repeatable and scalable We let our customers create our marketing arguments for us
Sept 2022 Robert Warner CEO of PPC Lab