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Bonnie Crater. She\u2019s the CEO of Full Circle Insights. She\u2019s a 5-time VP of marketing and executive at many software companies in Silicon Valley. She\u2019s been named one of the 100 Most Influential Women by the Silicon Valley Business Journal and one of the Top 20 Women to Watch by Sales Lead Management Association.

Famous Five:

• Favorite Book? \u2013 N/A
• What CEO do you follow? \u2013 Marc Benioff
• Favorite online tool? \u2014 Docusign
• How many hours of sleep do you get?\u2014 7.5
• If you could let your 20-year old self, know one thing, what would it be? \u2013 \u201cMy path has been just fine\u201d

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Time Stamped Show Notes:

• 01:53 \u2013 Nathan introduces Bonnie to the show
• 02:24 \u2013 Full Circle Insights helps marketing people accurately measure and track the impact of their marketing campaigns on pipeline and revenue
• 02:50 \u2013 Full Circle Insights has an annual contract and usual contract which pays $30K a year
• 03:00 \u2013 Full Circle Insights launched their product in 2012, but it was started in 2010
• 03:10 \u2013 \u201cNever start a company on December 31st\u201d
  • 03:18 \u2013 The IRS would want a tax return for 1 day of business
• 03:51 \u2013 Bonnie quit her VP of marketing job prior to Full Circle Insights
• 03:58 \u2013 Bonnie was invited by her friends to start Full Circle Insights and there are 4 founders
• 04:20 \u2013 Two of the founders were from Salesforce, including Bonnie
• 04:49 \u2013 Full Circle Insights is built on Salesforce
• 05:01 \u2013 Full Circle Insights was on Salesforce\u2019s AppExchange
• 05:54 \u2013 Bonnie was a CEO in 2001, but it was a failure and she had to hire and fire a hundreds of people
• 07:35 \u2013 Bonnie was a VP of marketing a couple of times with different companies after the failure
• 08:04 \u2013 Full Circle Insights was initially bootstrapped, they raised $11M
  • 08:14 \u2013 They raised money because they were going broke
  • 08:21 \u2013 They were paying themselves
• 08:50 \u2013 First capital was raised in 2012
• 09:12 \u2013 Her first product was built from the money the founders had put in
• 09:32 \u2013 Dan, the CTO, is the developer
• 09:53 \u2013 Full Circle Insights has around 150 customers
• 10:12 \u2013 Team size is 35
  • 10:38 \u2013 8 in engineering and product, 12 in sales, 4-5 in marketing, 7-8 in customer success and some in accounting
• 11:17 \u2013 Full Circle Insights have broken around $4M in ARR
• 11:33 \u2013 Full Circle Insights\u2019 model is to double, then triple
• 12:33 \u2013 Full Circle Insights has 90% renewal rate
• 12:40 \u2013 Churn is usually from acquisition and CMO changes
• 13:26 \u2013 Bonnie was hoping to have a 100% renewal rate in the coming years
• 14:37 \u2013 Full Circle Insights has a sales rep who has a puppy that he brought to the tradeshow
  • 14:53 \u2013 The puppy became a booth magnet and they were able to acquire new customers
• 15:25 \u2013 Fully weighted CAC is $18-20K
• 15:30 \u2013 Payback period is less than 6 months
• 16:30 \u2013 Lowest marketing expenses is digital marketing and the biggest is from tradeshows and events
• 17:31 \u2013 LTV
• 18:30 \u2013 Full Circle Insights\u2019 new VP of sales
• 19:01 \u2013 ARR target is $7M
• 20:50 \u2013 The Famous Five

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3 Key Points:

1. Never start your business on the last day of the year.
2. We all make mistakes and we just have to learn from it\u2014just don\u2019t make the same mistake twice.
3. Be creative and do what you need to do to draw new customers in.

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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