This document outlines how to close your first 1,000 customers solely based on data. It describes building a growth engine by finding qualified leads through trade shows, email campaigns, partnerships and content. It then discusses how to find who should buy from the company using data on 600k accounts to identify 60k qualified accounts and 1k ready accounts. It also discusses tailoring the closing process, personalizing onboarding, and getting a unified view of customers through a growth dashboard to track marketing initiatives and assign the right accounts to salespeople. The result was said to be a repeatable lead generation machine and getting to 1,000 customers through a data-driven culture.

1. CLOSING YOUR FIRST 1,000
CUSTOMERS SOLELY BASED
ON DATA
ROMAIN LAPEYRE
CEO
Gorgias
@RomainLapeyre

2. Closing your first 1000 customers solely based on data
Romain Lapeyre
CEO
Gorgias
@Romain_Lapeyre

3. The goal
Where to find 950 new customers?

4. Build a growth engine
INPUTS
Trade shows
Email campaigns
Partnerships
Content
OUTPUTS
Value
ARR

5. Find who should buy from you
TOTAL
600k accounts
QUALIFIED
60k accounts
READY
1k accounts
Outbound to
warm leads
Trade shows
Partners

6. Result: a repeatable lead-gen machine
Expected ARR
$250k
$50k
outbound
$175k
trade shows
$25k other
TIPS
● Find buying intent data, store it in your
CRM
● Measure input+output of marketing
initiatives, or stop the initiative

7. Sales: tailor the closing process
Deal size $20,000
Previous Zendesk
helpdesk
Status Trial
Apps Shopify, ReCharge
Source Events
Sunski
San Francisco
→ Suggest integrations
→ Adapt the pitch
→ Marketing gets credit
→ Assign right AE

8. Result: 3x close rate
50%
close rate
TIPS
● Enrich leads before the demo
● Assign deals to the right AE
● Automatically move deals in your CRM

9. Product & Success: personalize onboarding
Apps Shopify, ReCharge
Engagement Low
CSM call Not booked
Sunski
San Francisco

10. TIPS
● Tailor onboarding
● Put your sales team in the product
● Focus low churn marketing channels
Result: 95% of customers activate

11. How does it work behind the scenes?
Sunski
San Francisco
Database
Growth dashboard
4m ARR 70% revenue from
trade shows

12. Result: Get unified view of the customer
Visited our booth at Shoptalk 2018
Installed competitor app
Created an account on Gorgias
Started a subscription
Apps Shopify, ReCharge
Source Events
Previous Zendesk
helpdesk
Est deal size $20,000
Engagement High
Sunski
San Francisco

13. $5k ACV
50 NPS
Negative churn
→ double down 🚀
$2k ACV
30 NPS
2% net churn
Result: full pipeline analytics
Expected ARR
$250k
$25k other
$50k
outbound
$175k
trade shows

14. That’s how we got to 1000 customers

15. Build a data-driven culture
Start today
Track everything, build a company-wide data hub
Empower your team to decide using data
• Analytics tools are for everyone
• 1 employee dedicated to the growth stack
• Kill spreadsheets → Learn SQL (auto-refresh!)
• Each team’s OKRs are on a dashboard
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16. THANK YOU
We’re hiring → romain@gorgias.io