Deep Dive: AI-Powered Marketing to Get More Leads and Customers with HyperGrowth Partners Guillaume Cabane, Co-Founder and GP @ HyperGrowth Partners

SaaStr Europa 2024

2. AI-powered B2B Marketing
Guillaume
Cabane
Co-Founder & GP
HyperGrowth Partners
Co-founder & GP
Prev. VP Growth
Growth Advisor

3. 1.Transaction costs beyond CAC in PLG, PLS & Sales-led
2.The ACV/CAC spectrum enables your channels
3.Mitigating risks in combining PLG vs. Sales-led
4.Tactics to optimize CAC in both motions
Agenda

4. THE CAC/ACV SPECTRUM

5. Every strategy has their ACV/CAC pizza ??????
CAC ACV
Margin

6. The ACV/CAC Spectrum
Low
ACV/CAC
High
ACV/CAC
$1,000 → $100 $10,000 → $1,000 $100,000 → $10,000

7. The ACV/CAC Spectrum
Low
ACV/CAC
High
ACV/CAC
$1,000 → $100 $10,000 → $1,000 $100,000 → $10,000
Segments Micro Startup Prosumer SMB Mid-market Enterprise

8. The ACV/CAC Spectrum
Low
ACV/CAC
High
ACV/CAC
$1,000 → $100 $10,000 → $1,000 $100,000 → $10,000
Segments Micro Startup Prosumer SMB Mid-market Enterprise
Virality
SEO
Affiliates
Ads
Inbound
Outbound
Resellers
Inside Sales
ABM
Partnerships
Enterprise Sales
PLG Sales-led

9. The ACV/CAC Spectrum
Low
ACV/CAC
High
ACV/CAC
$1,000 → $100 $10,000 → $1,000 $100,000 → $10,000
Segments Micro Startup Prosumer SMB Mid-market Enterprise
Virality
SEO
Affiliates
Ads
Inbound
Outbound
Resellers
Inside Sales
ABM
Partnerships
Enterprise Sales
PLG Sales-led

10. When you have multiple segments, you need a hybrid GTM
Low
ACV/CAC
High
ACV/CAC
$1,000 → $100 $10,000 → $1,000 $100,000 → $10,000
Virality
SEO
Affiliates
Ads
Inbound
Outbound
Resellers
Inside Sales
ABM
Partnerships
Enterprise Sales
PLG Sales-led
Product-led
Growth
Sales-led
Strategy

11. That's when you need to merge PLG & Sales-led into PLS
Low
ACV/CAC
High
ACV/CAC
PLG Sales-led
Product-led
Growth
Sales-led
Strategy
Virality
SEO
Affiliates
Ads
Inbound
Outbound
Resellers
Inside Sales
ABM
Partnerships
Enterprise Sales
Channels
Product-led
Sales
$100,000 → $10,000
Virality
SEO
Affiliates
Ads
Inbound
Outbound
Resellers
Inside Sales
ABM
Partnerships
Enterprise Sales

12. Each motion has different CACs
Product-led
Growth
Product-led
Sales
Sales-led
+ Signups
(Product)
Low CAC
(Product)
+ Pipeline
(Demos)
High CAC
(Marketing & Sales)
+ Pipeline
(Demos from Product)
Mid CAC
(Product, Marketing & Sales)

13. Each motion has different failure modes
Product-led
Growth
Product-led
Sales
Sales-led
No Network Effects
Small TAM
Lead quality
Small ACV
Poor product
experience

14. Each motion has different failure modes
Product-led
Growth
Product-led
Sales
Sales-led
Multiple segments
=​
Multiple motions

15. What is the ideal outcome for both parties? Smaller transaction costs
Product-led
Growth
Product-led
Sales
Sales-led
Skip researching, trying, and comparing
alternatives, and demo costs
CAC ACV

16. MITIGATING RISK IN PLG VS. PLS

17. In PLG, the goal is to acquire buyers at little cost
CAC ACV
Margin
Product-led
Growth
SMBs Mid-market Enterprise
Virality
SEO
Affiliates
Ads
Inbound
Outbound
Resellers
Inside Sales
Product

18. PLG: Minimize CAC by improving Product
SMBs Mid-market Enterprise
Virality
SEO
Affiliates
Ads
Inbound
Outbound
Resellers
Inside Sales
Product
Targeting
costs
Channel Budget
& Execution
Activation
costs
Experiment
in the
Product

19. In sales-led, capture value by improving experience
Sales-led
CAC ACV
MarginSMBs Mid-market Enterprise
Demo
form
Sales
outreach
ABM & Lifecycle

20. In sales-led, capture value by improving experience
SMBs Mid-market Enterprise
Demo
form
Sales
outreach
ABM & Lifecycle
Team &
Scoring
costs
Budget &
Execution
Targeting
costs
Experiment
with Audience

21. In PLS, you need to balance both acquisition and product
SMBs Mid-market Enterprise
Demo
form
Sales
outreach
ABM & Lifecycle
Product
??????
☎️
Who has ownership?
Sales, CS, Marketing, Product?
What approach will you prioritize?
Self-identifying vs. Outreach?

22. In PLS, you must experiment across the funnel
Experiment
Experiment
Experiment
Experiment
SMBs Mid-market Enterprise
Demo
form
Sales
outreach
ABM & Lifecycle
Product
??????
☎️

23. TACTICS TO OPTIMIZE THE CAC PIZZA

24. 1.Once a user starts on one motion —PLG or PLS —it's hard to switch them on the
other
2.The more you wait to engage a signup/lead, the less likely they'll convert
Things to be cautious about

25. The game is played as such:
1.Maximize value capture, minimize costs
=> Identify user<>audience fit as soon as possible
1.Improve experience, increase conversion
=> Route the user as soon as possible into the right motion
Things to be cautious about

26. 1.Once a user starts on one motion —PLG or PLS —it's hard to switch them on the
other
2.The more you wait to engage a signup/lead, the less likely they'll convert
Things to be cautious about

27. 1.TAM Estimation model & split into segments, with an ideal CAC and motions for each
2.Lead scoring to automate routing and approach (self-identify vs. outreach)
3.Unified Signup/Demo flow with strategic friction to route to the right motion
=> Focus the Experimentation engine
Three pillars to automate your multi-motion hybrid
approach

28. Estimate your TAM and mitigate risks with Data
Low
ACV/CAC
High
ACV/CAC
$10,000 → $100,000 $100,000 → $1M
Segments Micro Startup Prosumer SMB Mid-market Enterprise
$100 → $10,000
Which segment should you go after first?
Based on your product, sales/marketing
resources, and ACV/CAC

29. Use Clay to scrape and estimate your TAM
Add criteria
Get TAM estimations

30. Use Clay prompts to pre-score your contacts
Identify technographics usage
Score contacts based on set of criteria

31. Unify your Signup/Demo flow and add strategic friction
Set expectations of
which info will be asked
Make qualification
criteria clear
Set expectations of
onboarding time

32. Unify your Signup/Demo flow and add strategic friction
Set expectations of
which info will be asked
Make qualification
criteria clear
Set expectations of
onboarding time
Inform lead scoring & routing:
•Business type
•Business turnover
•Geolocation
•Seniority level
•Connected financial software
•Bank account balance
•…

33. Root your outreach Experiments into your Lead Scoring
Leads arrive to signup form
already enriched
Mitigate risk of acquiring
bad signup (lowers CAC)

34. Root your outreach Experiments into your Lead Scoring
SMBs Mid-marketEnterprise
Lead scoring routes leads
into segmented flow
Leads arrive to signup form
already enriched
Mitigate risk of acquiring
bad signup (lowers CAC)
Mitigate risk of acquiring
bad demo (lowers CAC)

35. Leverage your scoring for Outreach Experiments
SMBs Mid-marketEnterprise
Lead scoring routes leads
into segmented flow
Experiments optimize % of
self-serve vs. outreach tactics
Leads arrive to signup form
already enriched
Mitigate risk of acquiring
bad signup (lowers CAC)
Mitigate risk of acquiring
bad demo (lowers CAC)
Increase sales velocity for
each segment (lowers
CAC)

36. TAKEAWAYS

37. 1.If you serve multiple ACV segments, then you should have multiple motions
2.You must align your ACV/CAC segments with the right channel for each motion
3.You must experiment to optimize margins, reduce CAC & maximize experience
4.Early Identification & routing are key to successful growth experiments
https://www.unifygtm.com/partners/hypergrowth
Takeaways

38. Thank You!