Short, daily emails from a friend in the trenches. I’ll share what works and what doesn’t as we build Accoil Analytics, a B2B SaaS company.Each email 500 words or less. Each one based on the planning, execution, and reflection of growing a B2B SaaS company in a competitive market.
when you look them in the eye
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Who do you want to meet that would change the course of your business? If you're not willing to get on a plane to meet them in person, you're missing a huge opportunity. I'll save you all the terrible analogies (including the one about online dating vs meeting in real life). Meeting someone. Shaking his or her hand. Breaking bread across a table. It creates a connection you will never get from LinkedIn comments. It may feel like a lot of money to book a flight, pay for a hotel room, get the bill for dinner. But while your competitors build the "best" product, confident people will flock to them like some Field of Dreams, you're looking your customers in eye. And you're closing deals because you put the effort in to meet there exactly where they are. We built a business by getting on planes and being in the same room as our customers. We're doing it again with Accoil. We find where our best customers are. We go there. So, who could you meet that would change the course of your business? And where are you willing to go to meet them? Safe travels, Peter PS: I'm writing this from Dublin. It took me 33 hours to get here from Australia. My co-founders and I are here because we know this whole "get on a plane" thing works. Where do you need to go to get in front of your best buyers? Go! |
Target Burn
Short, daily emails from a friend in the trenches. I’ll share what works and what doesn’t as we build Accoil Analytics, a B2B SaaS company.Each email 500 words or less. Each one based on the planning, execution, and reflection of growing a B2B SaaS company in a competitive market.
I wrote yesterday about getting on a plane to meet people. Another benefit of standing in front of someone is body language. In-person selling doesn't scale well, but it's the fastest feedback we'll ever get. When we're talking to the right person -- someone who can and should buy our product -- it's easy to see when a pitch resonates. When we say the right words, two exciting things happen. Eyes widen and shoulders lean in. When a pitch is even a little bit off, we get polite nods and...
So much marketing advice and guidance is about how we take our message to our customers. What if you want customers to come to you instead? I'm not talking about 'inbound marketing.' That works, too, but this is something a bit different. Let's call it the Oopsy Daisy. If you want to have more customer conversations, but find it hard to get anyone to talk to you. Break something on purpose. We've done this in software. I've done it with service reports. And I bet you can find a way to "break"...
AI is eating the world. And whether you like it or not, it's a hungry beast. My co-founder Kate attended Intercom's big partner and customer event. Intercom is going all in on AI. They launched a new AI customer support agent named Fin. Fin is not an LLM. It's not trained on the web. It's trained on the documentation, knowledgebase, and other content we feed it. For Fin to work best, it needs us to write down as much as we can about our software. It needs the technical side. It needs to use...