YouSaid · the spoken record

Guillaume Cabane

lines on the record: 74
first: 2023-11-29
most recent: 2023-11-29
sittings or episodes: 1
sources: podcast

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“One thing I've never had the opportunity to do my stuff and I was like admire is the typical virality. I think of the Trop box of the world in like, you know, pro swumer. Think of Zapier. I know those companies. I know the leaders. I know how they pull it off.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“The fact that it's not independent growth is not an independent function. It has to wall up to marketing or product or whatnot. And that creates conflicts which eventually leads into death of growth teams at late stage. There's almost no company at a late stage of a growth team, save for like Facebook, Shopify, and a couple others.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Generally, building bundles. Like bundles are a terrible idea when you start bundling different features, different products together into one, the size of the audience that cares about the entire bundle is smaller and smaller as the bundle increases.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Have strong connections to learn what others are succeeding the key to success in growth is testing and learning. And so if you can outsource the cost of learning to other teams, either through advisory like I did in the early days or through like good relationships, you are saving a ton of effort and capital. And you can deploy those learnings to your business and look like a fucking genius.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“One's back. I don't know which one has died to death, but the Phoenix of Tactics is cold call. Cold call was dead from like 2012, 2013 to 2022. And with LLMs now and tools like Orum, Cold Call is back big time.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Worked when you came to the website instead of asking on the chat how can we help you, which is lame and not unique, you say like, how do you make your coffee? And because it was like a reverse IP running pre-COVID, we knew what the HQ was, the company domain, I knew the city, and we would just ship coffee to you, just ask for your first name. We know you were Harry. Boom, ship a capture on to you. While you were waiting for the cappuccino that was run by postmates, we would say, hey, do you have 20 minutes for a demo? Of course, you'd say yes.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Which one of those can you hire in a CVS Yeah, you're laughing. Zero. Okay? Zero of those people are available on the market. Not one. Of the 120, a third is like semi-retired in VC and other things. A third is in the great walls like Luke and you're not going to poach Luke from like Shopify. And there's a third like me who's doing like consultancy and like advisory and like other things. You can't hire those people. Not at the Series A at least. I mean, sure, if you're like Shopify, like everything's possible, but like you're a Series A, Series B, you're not getting those people. I want to be honest. That's just not happening.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“It's a tight overlap, which is why I have a business. I have a business because the people like me, like I know all people at my level of experience in the US. There's less than 200, there's 120 people.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“You should always hire full-time when you can. Like, I always tell people if you can hire the person you want that's the right fit for you, go for it. I'm not a good replacement for that. The hole that I plug, the problem that I fix is generally you can't make that higher. The experienced growth person or that founder that you care about that is amazing, do they want to take the risk with you at the series A? No, they want to go build their own company. And so who are you going to hire? You're going to hire a more younger high on the execution scale, but they don't have the expertise. They don't have the experience. And I'm the fix for that. But if you can hire the guy that has experience, the skills, the knowledge, and can ship, hire that person. Absolutely 10 times out of 10.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Sometimes absolutely when there's like very great and with these good campaigns, it depends where. If you're talking of like engineering companies, engineering companies, enjoying products like segments, is it harder? Absolutely. For sure it's harder. But the places, like obviously I started making red Apple, Apple is a marketing company. Do people respect Apple's brand and marketing? Absolutely. But that's more like the exception than the rule.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Base, you know, it in and out, and you will be respected, and nobody will question it. As a marketer, do you know anyone who has done like five, six, seven years of the same role without becoming a manager, and you'd say, yeah, that person's awesome at what they do, they're the best. Hell no. Everybody in marketing is forced to become a manager pretty fast Because there is no respect for deep knowledge of one channel. I know exceptions, like for example Rex at HubSpot on paid ads is, but even him, he's a Major now. Actually, I don't think I can name one person who's still an IC does not manage people. He's getting their hands dirty on a daily basis and has like plus five years of experience. I don't think I know anyone. So you got to hire early because you don't hire a senior. They won't get the shit done”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Hiring two senior, being like having stars in the eyes because somebody has had a huge track record and is very senior and believing what they tell me. And they tell me, yes, I'm excited about going back early stage and getting my hands dirty. That has never came out to be true. Not once have I hired a senior person in a position where there's no one else to empower them. And they told me they would get the hands dirty. Have they gotten their hands dirty? Not once. They lost it. It's almost like just going back to your soccer, like FIFA game. There's an age. And like once you're past the age of playing soccer, you become a coach. Do you ever become a player again? Absolutely not. It just never happens. You can't do that. Same thing here. There's one thing we can talk about here, which is why does it happen in marketing and not in engineering? It's very unique. As an engineer, you can be an L8 engineer, individual IC, right? Very experienced. You're the best engineer at this code.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“My budget is my head count, and it's the time allocation of my head count, my constraint is how many experiments can my small team ship? And if you look at your team like Rap these days with like ten, fifteen people on the growth team, they ship about 200 experiments per quarter. Now, you go back to the individual. It's not crazy, 10 experiments per person per quarter. So like, you know, roughly a bit less than one per week. So it's not crazy. At the rate of 200 or quarter, some stuff has to work or you're very unlucky, but some stuff has to work and you're getting like a good, you know, 10, 15 solid wins. So my constraint is head count and velocity. That's why you optimize for those things. So we have the budget because I'm not competing on budget.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“It's fairly obvious, really fast. They won't try aggressive things. It's all about being very aggressive. Let's go back to the things I talked to you about today. I saw your face, like you think like, well, that's crazy, that's out there. Let's out of the box. Like, where's the box? That is just aggressively thinking of like, what can I do that stands out, that is really different? People will question this has to be a human. This is really valuable. This is not like, can that person, can that candidate do that? Or are they going to say, hey, we're going to run some ads, we're going to talk about product? Maybe that's a great marketer, that's a dimension person, but it's a combo of being very thoughtful about the odds and the bets and running the experiment and the scientific way and being aggressively creative.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“You can start drilling down to understand what is one person's approach. Obviously, it's easier when it's like a board game, like a StarCraft, a rock or something like that. And it's also because it gives I know better. But even in more modern games, I try to understand that. And maybe you're not a risk taker, Havy. I mean, you harry on the right candidate for that. That's my point.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Interesting valuable bets risk adjusted bets. Again, as we said, the risk adjusted works for your pipeline, works for the growth experiments, works as a VC. It's the same logic. So I'm looking to find, are they reasonable risk takers?”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Yes, absolutely. I will put a couple of people, a couple of logos that have very weird retention revenue, acquisition, stuff like that, right? Behavior, things like that. Do they see that? If they don't see it, like can they really eyeball it a data set? That's the first thing. And then what's their approach to risk, to making bets and coming out on top? How do they win? When they face interesting challenge, what's their approach? One of the key questions I always ask that is really out there people don't expect it. I ask them like, have you played video games? I used to be a gamer before I had kids. And maybe like, yeah, actually, like most people have played games at one point in their life, right? I'm like, cool. Tell me about it. Like, what's the platform? What's the game? What's your strategy? How do you win? Teach me, indulge me. Tell me about the rules. What makes a really good player on that game? Do they understand the rules? And can they think outside the box? Because that is growth, is understanding the rules, thinking outside the box, and making interest.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“You want to ensure that they can look at your data, which means you need to give them take home that has some of your data. I would recommend hiding a few Easter eggs in there, some outliers to see how they look at the data. Have they found the Easter eggs? And do they question that the data set in those lines? That's the first thing.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“You want for a graphim to work out first it exists after your product team, obviously, otherwise you don't have a product generally after your first few marketers who are doing the traditional campaigns, the core campaigns. And you're going to create this startup in the startup, this team within the team, and they're going to take risks, as we talk like a VC. What do they need to be able to do that? They need to be able to build and to ship. That means you have this former founder who's like the head of growth slash PM running the process. You're going to have at least one engineer, maybe data analyst if the founder can do it, but usually the pedagog is the analyst in the early days. So you have like head of growth, engineer, and one mocketer slash copywriter. That's your team.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Former founder. You know what the good thing about Swaps? Most don't make it out, like nine out of ten die. That doesn't mean it's a bad founder. There's a million reasons for the donkey to have survived, and most of the founders are amazing individuals. They know how to bounce back. They know how to pivot. They are focused on long-term outcomes on revenue. All of those things that are said are exactly the key attributes you want for somebody leading your growth team. If you don't have a former founder, go for somebody from like a consulting background, one of the big five, somebody who's really focused on like data, on precision, on the running hypothesis, and on running a process. Growth is about running a process, not about being super smart. It's running a process.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, I don't think that's a good case for a growth team because kind of like you said earlier, you can drive terrible pipeline to a funnel. I can drive terrible leads to your product. If you hire Grove team too early, will they get you using engagement? Absolutely. Is that going to be the right users? Your bet is as good as mine. People respond to incentives. If the incentive of the team is to drive signups and engagement, the problem is they will optimize for that, not for the long term viability of the business. That's a huge risk. I'm French. I know how to cheat ten times out of ten. You give me anything as a goal that is not revenue and you incentivize me strongly for that. You're going to get that KPI, but you're not going to get the revenue.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“After a couple million revenue, once you've handled the early adopters, you've scaled at least one channel that works well, and you've started to think of optimization, testing, aggressively building a growth team, then you should have enough data for that happening. But let's flip the question the other way. If you don't have enough data, then your Growth team can't learn. If the Growth team can't learn, you should not hire a Grove team.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“I'd love for that to be true. I have learned that I'm wrong, and that is rarely the case. The Lucal effects of the world are the exception. Truly, it gently rolls in two like either product or marketing. I would love for that to be standard function. The lead score itself generally is within like ops.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“The ones who are winning, it's fairly easy to build a lead score. You could outsource it to a company like Matt Kudu. You could build it on a modern AI platform like Akeo. There's like even HubSpot has simplified models for that. If you haven't think of the lead score, it means you haven't thought of your ICP. If you haven't thought of who's a good customer for you, you just stop everything and just go define who all the good customers and what are their attributes.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Let's take your ACV is 10K and your lead score predicts a likelihood to close of 30%. So the value of that company, your pipe is $3,000. It's not 10, it's 3. If the lead score is shit, maybe it's one. You don't count the 10, you count the 3. And if you can't make that prediction, then you should be working on the lead score.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“You don't have a good lead score, then your lead score is bad. If your lead score is good and your pipeline is adjusted with the lead score, that should not happen.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Reject any KPI that is vanity. You don't care about traffic, you don't care about any of those KPIs. The only thing you care about is weight adjusted pipeline dollars. So all of those KPIs, engagement KPIs, your growth team, your marketing team needs to convert them based on lead score, based on company size on stage, your usual close rate. Every single logo that engages with your brand at any stage, this will be converted into a dollar figure. We then sum those and you have a pipeline by stage that is not just for your sales team, that is also for your marketing team. Your marketing team has a funnel TAM to MQLs going drooling down to SQLs, then over to your sales team. They should have a pipeline figure per stage. And based on your conversion rate, you should give them goals at every stage of that pipeline. The key learning is what has worked for sales also works for marketers. If a marketing candidate that you're looking to”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“They could randomize symbol of the audience. If you can't do that, it means your target market is too small and you should be doing ABM. If you have like, let's say, gorgeous again, like if you have like 200,000 companies, can't you take 5,000 companies, 2,000 companies? The smallest audience Facebook will let you have like 2,000 and like really increase the budget there. If you burn those 2,000 out of 200,000, burn 1% and you've learned the outcome of the chell, is it not worth it?”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Exit again, and you'll find it eventually, you won't be able to spend more money. There's a point where you can't spend more money or you're spending more not getting more engagement. If you're not sure, to exit again.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Pressure tested the depth of that channel, and we know how much minute we can spend on that channel. A new then go and do the same on every other channel. I did the same for it on emails. What's the number, maximum number of emails somebody can receive before there's like negative outcomes? Is it like once a year, once a quarter, once a month? Let's just take a small sample and let's go down. Obviously, like there's like dimish effects. But you should test it. Test the same win every channel and then go back to your bonds and say, hey, we know the depth of email. We know the depth of paid. We know that if every other channel, this is why we need to raise money. This is how we can spend it.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Between I'm in business. I don't like to be surprised. And what that means is if I'm going to raise a series A or B, whatever your stage is, I want to know, can I actually spend that money? Do I have more than like hypothesis that I know how to spend that money? And so I recommend increasingly as you go through the stages to test the CAC and the depth of those channels. I'll give you one example. Let's take like paid on Facebook. Do you really know what's the depth of that channel? No. How do you do it? I recommend companies to 2x the budget every week until it that lines. Just do it for like four weeks, six weeks. It's not gonna like burn your budget your entire capital, but just 2x on a week two. 2x on week three, 2x on week four. Very quickly, you're going to find out where the cap is, right? You're going to finally not getting more engagement, more clicks, more revenue. And then you can scale back and can tell your board, hey board.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“I'm a big fan of HubSpot and what they've been able to build in the past couple of years almost what is HubSpot. And they have one of the biggest addressable markets in the world. So almost any business is a CRM. That's one. Second, our market is almost an oligopoly. There's Salesforce, there's HubSpot. Maybe there's like FreshDesk. So that's about it. There's like less than five companies that are decent when you look at the entire suite. Okay, which is extremely rare given the size of the market that is of so few players on that market. And you need to have one. It's not like you can say, no, I'm good. Like I don't need a CRM. I don't need a marketing object. You need to. So you will buy one of those, which is why it's a great company. They're doing so well. Almost no one has the combination of those market attributes. And I have never seen a company that I've worked with, neither at Segment or at Drift Corgias or not in”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“This software right now daily, just ask him about it. And because I trust Harry, I know Harry, I'm like, yeah, Harry's a good guy. I know him. Just give him a call. Harry says, yeah, this is legitimate. Okay, cool. Done. That you can see has the immediate opportunity of solving the problem we just created.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“The worry on your face about the future. I think there's a few things. One is if you are on the cutting edge of tools and platforms, you will win regardless of what happens. Like anyone who's not doing the things that I said is already losing right now. Second, this negative pessimistic view of communication is a few years in the future. It's not a bright now issue. So you have a couple years to handle it. Third, if you ask like a wild bet, I think it will be more about social proof community and relationships. I've seen a product which instead of a chatbot on your SaaS homepage or pricing page connects to your LinkedIn, your email connections, relationships and says, hey, Jeek, Henry is using this software. You want to ask him about it? And I thought that's really smart. Instead of doing random social proof about other companies, other people I don't know, say, hey, this connection of yours, this person you know and trust.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Not called up on its communications value, personal communications die. It's not just called Alban. The same is true on phone calls. Phone calls, text calls, like blog posts, anything that is a human written content is soon likely to be better if done by an AI.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Will I have a conviction that there are two possibilities and I think two things will happen that will be true at the same time. Some part of the population will start rejecting communication coming from anonymous people because they won't know if it's a human or not and thus they will by default think that it's a robot and thus that there is no reciprocity that should be expensed. And some other part of the population, maybe the more tech-sai people, will not care and say, hey, is this information valuable? The problem is that because the marginal cost is so low, high quality text, high quality communication about you will become huge. It's going to be all the time everywhere and you just won't have the time for it. It's very likely that we'll start ignoring messages from real humans at a much higher rate because the quality of AI will be better than the quality of humans.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“$50 for a call email but, and here's the but, the sophistication of the email with this upcoming game that you know about, the ability to be able to bet for free, what looks for free on sports, which people love makes it feel so human. Nobody believes this is automated. But it is. Nobody believes it's automated. People like, hey, somebody actually researched, somebody knows the upcoming games, somebody cares about something that I care about too. This is fun. The response rate here is 12 to 15 percent. About the same, there was no one so encouragous. Again, for a very, very small cost and something that no one in the right mind would think of doing manually. That is reciprocity. You see that. You immediately believe, hey, there's a human that cares like at least I have to respond. At the minimum I have to respond.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“So, what we did is that we scraped very typical their LinkedIn profile, black colleges. And here's the trick. The trick is we found about what's the commonality between CFOs. They're all well educated. They all went to college, like 100%. I'd went to college. In the US, very specifically about the US, people who went to US college tend to be very passionate about that college sports team. Very passionate, right? So what we did is that we matched two data sets, the college where each CFO went and the upcoming games of that college against the opponent team. We then built a very simplified betting algorithm to see is the CFO's team likely to win or lose. And we send that in an email and say, hey, Harry, your team, the shock sort of, is going against like the bisons or whatever. Next week, and I'm ready to bet fifty bucks that your team is about to lose. If you win up on top, I'll give you 50 bucks. No question to ask. If you lose, I'll just ask for a 20-minute call. Now, that is a typical...”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“An example RAMP targeting financial platform targeting CFOs. Notoriously difficult audience to engage with. Almost nothing we can scrape about a company or a CFO is useful. They're not posting about their financial issues on Twitter. It doesn't happen. What we did is we scrapped them.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“No, it's more like 10, 12%, 10, 12%, which is about 5x the standard response rate of a good cold email. Reciprocity. You want to go in reciprocity? Yeah, yeah. What the other thing equates responses. Here's the thought experiment I want you in the audience to have at home, you have a mailbox, physical mailbox. In the mailbox, you receive junk mail, right? Most of it is junk mail. You take that junk mail, you throw it away. Don't even think about it. You don't care. You have no personal feelings. You have no emotions to that junkail. You feel maybe even lighter about running away. Now let's say you go through that junk mail as you throw it away. There's this one letter, that's sealed letter that's obviously written by a human, obviously by an old person. And there's your name Harry Onit. Harry Stevens written on it. And there's the return address behind it. They even maybe like licked the stamp and put it on the envelope. You're very convinced as a human. How like you are, you harry, to dig that envelope and throw it in the trash without opening it. No way, right? You would be a psychopath if you did that. I tested that thought experiment at Sastor in front of hundreds of people, not one person raised their hand. Not one. Which makes sense. Why? We have resposty.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Think of the cack of that. That's why I love growth. There is an upfront cost to finding that. Testing it? Of course, we don't automate anything before we test it manually. We had some people send a couple hundred manually to see if it works. And once we knew the response rates were huge, we then invested in doing it with our engineers. But once you've built it and you've amortized the upfront cost, the marginal cost of that email is zero. You're just running a few scripts. The acquisition cost of doing that is zero. If your competitor is not doing it, you have this like green ocean in front of you with like this no competition, zero dollar cack. That's competitive mode.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Absolutely. The challenge is finding those opportunities, those pockets of opportunity and scaling those. That's a challenge.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“That's it. Don't talk about gorgeous. Don't talk about the product. This works super well. Why? When it's public, I'm not doing anything like sneezy. It's on Instagram. Like everyone can see that. True? It's true. You can see and verify. You can click on the post. You will find the negative comment. You know, it's not me. And second, like, it's helpful. Absolutely. You should take care about it. You should respond if you haven't, right? You see those three things. The response you can have is thanks. Thanks for catching it. Thanks. That's it. Of course, I'll follow up to that email with an ask for demo. And of course, you'll be compelled to give me your time because you would really be a douchebag, not give me some of your time, given that I found some mistakes that you made in your brand, right? So super high response rates there. That's value. I have million examples of that. If you can drive value about mistakes, problems of the business, you have discovered that your audience does not know you will get engagement guaranteed.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Automating the detection of negative comments on brand posts on Instagram, sending it to the brand owner, to the company owner, to the marketing leader, says, hey, Harry, love your products, but just let you know there's like a couple of negative comments here on your posts.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Are two things that work when you try to reach out to someone that you don't know, a prospect, whether it's like by email, by whatever, whatever the communication channel. True value, your communication, let's call it an email, contains something that's really helpful. I can give you an example. And the second is reciprocity for humanness. They truly believe it comes from a human and thus they will feel compelled to respond because somebody else has spent some time. Let's unpack those two here. Okay, true value. Give an example. Gorgeous again. All right. A support platform for merchants. Merchants sell, you know, these days a lot, of course, on TikTok, but also on Instagram. Instagram is a major platform for merchants. And what we found out is that sometimes some customers, potential customers of the merchant or the bread posted negative comments on a brand's post. Nobody took care of that. When said, hey, that's a miss from the brand, but wait, can we scrape that? Can we automate that? We found out that we could. We started scraping.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“And his business, what he does, what he loves and care, what challenges you have, a really good assumption that he's facing right now, it's much more likely that you can pique his interest. So these days with large language models and injected data about, hey, is this a dentist? What's the size of the dense tree? Well, they based all the in the mission in SF. You can stop being extremely specific and relevant and relevant creates reciprocity. Reciprocity gets you responses.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Know what's fantastic, we live in 2023, and now you have AI products, you name it, all the ones that you love, and you can build personalized content with a skill that you never dreamed of before, which is at a quality that was unachievable before. And what people care, especially in horizontal products, is that you talk about them, their problems, their challenges. Actually, I might go back when I said just earlier, you asked me what was the biggest mistake. Actually, it's probably that companies, marketers talk of them and their product first. They don't talk about you, the audience and your problems. They say, hey, here's my product. Here's what we do. Here's our customers. Here's why we are great. And you know what? As a recipient, I don't care. I really don't care. I've got other things to care about in my day than like a random company I never heard about. But if you reach out to Harry and you have contact.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Generally, the takey working growth tactic like that one, and they tone it down a bit. I'll give you an example. You often see emails where they have this like almost tone-in-cheek personal from like the CS person or like a sales engineer, making it look if the text is personal. But it's wrapped in the HTML layer, which makes it very clear it's not personal. And I tell them like, you gotta pick folks. I think this is a corporate email and it's corporate looking or this is a text-based email that's being sent through to Gmail. Which behavior are you trying to like get your users to do? What do you want them to believe? Is this coming from a human or is it not coming from a human? They haven't put themselves in the shoes of the recipient. They don't think what feeling am I trying to create? So the biggest mistake is they don't think of the humans on the other side. They don't think of the psychology enough.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“And what if we set it twice? We always have to verify the first time. It works. It works great. It's interesting to find that that is an example of something that is very replicable in almost any SaaS business. It's very easy to implement and will drive your user retention up.”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source
“Yeah, that's the value of experience. And I think it's Luke Levec, who's the chief Goth officer at Shopify, who said that. I think growth is one of those disciplines where the knowledge of something that has worked somewhere else and that is replicable is extremely valuable and rare. That doesn't really happen in product. Like you've done a product really well somewhere else. You can't really replicate that in another company. It just doesn't work that way. It's also not true in marketing or in engineering. But in growth, if you have something where you're able to tickle a human psychology just the right way, it's likely to work again in the next company because they're still the same humans. I gave you an example I heard recently. One company sent verification emails. But the product does not need verification emails. You don't need to click to verify your email, but they just tried, hey, what if we ask people to verify the email? Does that bring the people back into the product? What if we do it regardless further than the product?”
2023-11-29 · The Twenty Minute VC · 20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane · IDENTIFIED FROM THE TRANSCRIPT · source