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Chris Mann. He has over 25 years of experience in product management and strategy. In 2010, he joined Bizo and created a marketing automation system for B2B paid advertising and led the company through its $175M acquisition by LinkedIn. He was also involved in LinkedIn\\u2019s advertising business. Prior to Bizo, Chris held product leadership role in IBM and Coremetrics. Today, he is the CEO leading Brightfunnel.

Famous Five:

• Favorite Book? \\u2013 Hard Thing About Hard Things and High Output Management
• What CEO do you follow? \\u2013 Russ Glass
• Favorite online tool? \\u2014 LinkedIn
• How many hours of sleep do you get?\\u2014 7
• If you could let your 20-year old self, know one thing, what would it be? \\u2013 \\u201cCome from the heart\\u201d

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Time Stamped Show Notes:

• 02:00 \\u2013 Nathan introduces Chris to the show
• 02:53 \\u2013 Chris was the head of product at Bizo when they were just starting with 15 people
• 03:31 \\u2013 Chris began advising for Brightfunnel when there were only 18 people in the company
  • 03:41 \\u2013 He was still at LinkedIn at the time and the previous CEO told Chris to join them
  • 03:58 \\u2013 Chris joined as head of product and the transition was planned for him to take the CEO seat
  • 04:06 \\u2013 Chris took the CEO seat in April
• 04:30 \\u2013 Chris had to stay with LinkedIn after the acquisition
• 04:55 \\u2013 Chris thinks LinkedIn won\\u2019t have a mature and dominant advertising platform from a scale standpoint
  • 05:22 \\u2013 \\u201cThe scale would never get to Facebook\\u201d
• 06:20 \\u2013 Chris has been in the advertising game for 8 years
• 06:35 \\u2013 Back at Bizo, Chris built something like Brightfunnel
  • 06:49 \\u2013 When Bizo came to LinkedIn, they acquired Fliptop
  • 07:18 \\u2013 LinkedIn isn\\u2019t the company you should go to when you want to improve your advertising
  • 07:39 \\u2013 Chris solved the problem and he knows B2B marketing well
• 08:24 \\u2013 Chris talks about the transition
  • 08:46 \\u2013 The transition has been smooth
  • 08:53 \\u2013 Chris has built great credibility and relationships within the company
  • 09:13 \\u2013 The company just had a record quarter where new ARR was three times more than last year
• 10:33 \\u2013 In B2B marketing today, there isn\\u2019t a measurement platform that can see every single marketing activity
  • 10:49 \\u2013 Brightfunnel puts the data together in a way that it is understandable for the marketers to optimize
• 11:55 \\u2013 Brightfunnel is SaaS-based with an annual subscription
• 12:08 \\u2013 ASP last quarter was $93K which is great for a cloud company
• 12:35 \\u2013 150 marketers have touched Brightfunnel
• 13:33 \\u2013 Brightfunnel doesn\\u2019t take any deal less than $30K
• 13:44 \\u2013 Average ARR per customer is around $50K
• 13:53 \\u2013 Team size is 45, 1/3 engineers with 8 in marketing and 6 in sales
• 15:00 \\u2013 When Brightfunnel was at a Marketo\\u2019s conference, the head of marketing brought in puppies
  • 15:30 \\u2013 There were a lot of people who came to their booth
• 15:57 \\u2013 Cost per lead has been around $59 across all programs
  • 16:10 \\u2013 Conversion is 30% of their pipeline
• 17:38 \\u2013 For $1M a quarter for a new ARR, Chris wants to have 5M pipeline
• 18:00 \\u2013 Team is based in San Francisco with 2 remote
• 18:24 \\u2013 Brightfunnel just crossed the 70-customer mark
• 19:09 \\u2013 Average ARR
• 19:50 \\u2013 Logo churn is around 10% annual
• 20:20 \\u2013 RPU expansion is around 20-25%
• 21:41 \\u2013 The Famous Five

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3 Key Points:

1. The transition from one company to another is always a learning experience.
2. LinkedIn won\\u2019t have a mature and dominant advertising platform.
3. Marketers need a platform like Brightfunnel that will help them become more effective with their campaigns.

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Resources Mentioned:

• Simplero \\u2013 The easiest way to launch your own membership course like the big influencers do but at 1/10th the cost.
• The Top Inbox \\u2013 The site Nathan uses to schedule emails to be sent later, set reminders in inbox, track opens, and follow-up with email sequences
• GetLatka - Database of all B2B SaaS companies who have been on my show including their revenue, CAC, churn, ARPU and more
• Klipfolio \\u2013 Track your business performance across all departments for FREE
• Hotjar \\u2013 Nathan uses Hotjar to track what you\\u2019re doing on this site. He gets a video of each user visit like where they clicked and scrolled to make the site a better experience
• Acuity Scheduling \\u2013 Nathan uses Acuity to schedule his podcast interviews and appointments
• Host Gator\\u2013 The site Nathan uses to buy his domain names and hosting for the cheapest price possible
• Audible\\u2013 Nathan uses Audible when he\\u2019s driving from Austin to San Antonio (1.5-hour drive) to listen to audio books

Show Notes provided by Mallard Creatives