Podcasts about guillaume cabane

Today on the show, we have Guillaume Cabane, Co-Founder and General Partner at Hypergrowth Partners. G has helped scale some of the fastest-growing B2B companies, including Ramp, Retool, Vercel, Reddit, and more.In this episode, we dive deep into how AI is fundamentally changing growth strategies, making outbound sales more efficient, and reshaping how companies think about customer acquisition. G shares why the economics of marketing are shifting rapidly, how AI-generated content and ads are unlocking new opportunities in B2B, and why traditional sales roles may soon become obsolete.We also discuss the death of outdated marketing channels, why direct mail is making a surprising comeback, and how G's team is leveraging AI-driven personalization at scale to drive record-breaking engagement.Mentioned ResourcesLinkedInHypergrowth PartnersRampRedditWaterfallClearbitRB2BKickFireAlbacrossClayChurn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

SaaStr 751: How to Use AI-Powered Marketing to Get More Leads and Customers with Guillaume Cabane of HyperGrowth Partners As a marketing leader, how do you use today's AI platforms and tools to become more efficient?  Guillaume Cabane, Co-Founder and General Partner at HyperGrowth Partners and ex-head of marketing at Drift, Gorgias and Segment, shares how you can win with AI in outbound, SEO, and paid.  AI was good a year or two ago, but its quality was less than that of a human. There was less cost and less quality. Nowadays, we have more quality and speed, yet still at a lower cost. What does that mean for marketing? Each motion has different CACs. The sales-led approach we're used to, which is pretty efficient but relatively expensive. On the other side, you have PLG, which is fairly cheap but generally drives lower CAC and smaller customers. You have this spectrum from low contract value to high ACV, which is correlated with low CAC to high CAC. With those CACs and ACVs, you have typical segmentation of micro to Enterprise, and within that segmentation, you have the channels. On the cheap, low-CAC side, you'll have SEO and virality: the PLG playbooks. -------------------------------------------------------------------------------------------- SaaStr hosts the largest SaaS community events on the planet. Join us in 2024 at: SaaStr Annual: Sept. 10-12 in the SF Bay Area. Join 12,500 SaaS professionals, CEOs, revenue leaders and investors for the world's LARGEST SaaS community event of the year. Podcast listeners can grab a discount on tickets here: https://www.saastrannual2024.com/buy-tickets?promo=fave20 --------------

Guillaume Cabane is a growth advisor to high-growth SaaS Startups, including Ramp, Spot, Airbyte, G2, Gorgias, Metadata, Madkudu, and others. Guillaume held VP of Growth roles at Drift, Segment, and other successful startups, where he helped them grow from ~50 to 300. Prior, Guillaume spent 6 years at Apple. In Today's Episode with Guillaume Cabane We Discuss: 1. Entry into Growth: How did Guillaume make his way into the world of growth? What are 1-2 of his biggest lessons from him time at Segment where he 4x revenue? What does Guillaume know now that he wishes he had known when he entered growth? 2. Enterprise vs SMB & CAC/LTV: Why does Guillaume think it is harder to go enterprise down than SMB up? What are the biggest mistakes companies make when scaling into enterprise? What are the biggest mistakes startups make with product-led-growth motions? Why does Guillaume believe it is impossible to analyse CAC/LTV in early companies? 3. Activation, Engagement and KPI Setting: What are the biggest mistakes companies and teams make in activation? What can growth and marketing teams do to guarantee engagement in prospects? Why are all KPIs not tied to revenue BS? 4. Hiring the Growth Team: What are the core characteristics of great growth hires? How quickly does it become apparent when you have made a bad growth hire? Why do founders make the best profiles when hiring your first growth hire? What are the biggest mistakes Guillaume has made when hiring for growth? 5. Why Growth is Like Venture: What is the secret to building a great growth portfolio? Why is it impossible to scale to $50M ARR with only one good channel? What is the right way to spread resources across channels? When is the right time to add new channels and diversify?

Are you trying to unlock sustainable low customer acquisition costs (CAC) growth for your SaaS company? Then you need to hear what Guillaume Cabane, Co-Founder and President of HyperGrowth Partners, has to say on the subject. In this podcast, Guillaume shares the formula he used at Ramp, Gorgias, and Drift to reach explosive saas growth - showing you the secrets of smart scaling.  Don't miss out - listen now now for groundbreaking advice on generating fast CAC growth success!

AI-driven personalization needs to be as personal and engaging as a handwritten letter. Kieran Flanagan is joined by Guillaume Cabane, Growth Advisor to high-growth SaaS startups. Learn about the predictions in the next cycle of growth (how AI comes into it), the importance of data analytics in the growth marketing process, and why growth marketing requires a competitive edge over time. Mentions Article by Guillaume https://hypergrowthpartners.substack.com/p/the-next-generation-of-b2b-growth Gorgias https://www.gorgias.com/  Ramp https://ramp.com/  Tweet From Guillaume on Zapier https://twitter.com/guillaumecabane/status/192246054832443392  About Guillaume Cabane Guillaume Cabane is a growth advisor to high Growth SaaS Startups, including Ramp, Airbyte, G2, Gorgias, Metadata, Madkudu, and others. Guillaume held VP of Growth roles at Drift, Segment, and other successful startups, where he helped them grow from ~50 to 300. Prior, Guillaume spent 6 years at Apple. Outside of work, Guillaume is a husband of 1, father of 2, cheese-eater of many, and Pastafarian. Connect with Guillaume Website: www.hypergrowthpartners.com  Linkedin: https://www.linkedin.com/in/cabane/ Twitter: https://twitter.com/guillaumecabane  We're on Social Media! Follow us for everyday marketing wisdom straight to your feed YouTube: ​​https://www.youtube.com/channel/UCGtXqPiNV8YC0GMUzY-EUFg  Twitter: https://twitter.com/matgpod  TikTok: https://www.tiktok.com/@matgpod  Thank you for tuning into Marketing Against The Grain! Don't forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934   If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends. We really appreciate your support. Host Links: Kipp Bodnar, https://twitter.com/kippbodnar   Kieran Flanagan, https://twitter.com/searchbrat  ‘Marketing Against The Grain' is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

In der Mittagsfolge sprechen wir heute mit Christopher Zemina, Co-Founder und CEO von Airbank, über die Series-A-Finanzierungsrunde in Höhe von 20 Millionen US-Dollar. Airbank bietet eine Finanzmanagementplattform für Unternehmen, um Arbeitsabläufe optimieren zu können. In einer ganzheitlichen Anwendung haben User Zugriff auf alle Module zur Verwaltung der Finanzgeschäfte. Es ist möglich Airbank als Komplettlösung fürs Finanzmanagement zu nutzen oder sich modular eine individuelle Lösung zusammenstellen, von der Bankkontenverwaltung, über das Liquiditätsmanagement, bis zur Rechnungsfreigabe. Das FinTech Startup wurde im Jahr 2021 von Christopher Zemina und Patrick de Castro Neuhaus in Berlin gegründet. Das junge Unternehmen beschäftigt 40 Mitarbeitende und hat ein Transaktionsvolumen von über 1,5 Milliarden Euro. Zum Kundenstamm gehören u.a. Park Hyatt, Häagen-Dazs, Folk, Levity und Snocks. In einer Series-A-Finanzierungsrunde hat das Berliner FinTech nun 20 Millionen US-Dollar eingesammelt. Die Runde wird von dem Londoner Risikokapitalgeber Molten Ventures angeführt, der u.a. Trustpilot, Schüttflix, N26, Hive, Agora, Aiven, Aircall, Allplants, B2X, BeZero, Clue, Cloudapp, Crosslend, Fraugster, Freetrade, Gardin, Getsafe, Graphcore, InstaMotion, Onefootball, Revolut, ShapeShift, Xayn, Targomo, Smava und CoachHub im Portfolio hat. Außerdem hat sich der österreichische Wagniskapitalgeber Speedinvest an der Finanzierungsrunde beteiligt. Zudem steuerten die Business Angels Bruce Wallace, Guillaume Cabane und Axel Wieandt zu der Serie A bei. Mit dem frischen Kapital plant das Startup sein Team zu vergrößern und das Geschäft in Europa auszubauen.

Key Points: How HoneyBook got its start (00:58) Oz explains why he views competitors as incentive for improvement (02:27) Why HoneyBook is shifting strategies to invest in category creation (04:31) My thoughts on category and subcategory creation with a quote from Guillaume Cabane (06:08) I explain why choosing an ideal customer and being the best at catering to their specific needs is a winning strategy (11:51) Oz relates what he learned from HoneyBook's failed experiments (12:45) I discuss the experimenter's mindset, with a quote from author Annie Duke (14:04) Oz maps out the four main sales channels that are productive for HoneyBook (15:59) I explain why word of mouth is the most important channel for B2B marketers with a quote from Metadata's Jason Widup (19:53) Oz explains HoneyBook's obsession with their customers, and why he feels that gives them a competitive advantage (22:00) My thoughts on the value of doing things that don't scale in the early days of your business, with a quote from Airbnb's Joe Gebbia (25:11) Oz advises founders to focus on aligning their business models with their customers' interests (29:11) Wrap up (30:40) Mentioned:Oz Alon LinkedInHoneyBook LinkedInHoneyBook WebsiteFigma WebsiteKlaviyo WebsiteGorgiasHow Guillaume 'G' Cabane identifies growth opportunities for businesses"Thinking in Bets" by Annie DukeJason WidupMetadata WebsiteJoe Gebbia TwitterAirbnb WebsiteMy Links:TwitterLinkedInWebsiteWynterSpeeroCXL

Guillaume Cabane (@guillaumecabane) is Co-Founder and GP @ HyperGrowth Partners & Ex VP Growth at Segment and VP Growth at Drift. We talk about what the B2B SaaS playbook looks like for 2021, what investors are expecting out of SaaS companies today, product-led growth, spending $150,000/month on B2B lead gen, how to manage skyrocketing CAC, how to generate free leads to your sales people, and more.Get more good stuff at davegerhardt.comThis episode is brought to you by Oribi, an all-in-one marketing analytics tool. Say goodbye to Google Analytics. To start your free trial, visit oribi.io/dgmg. Use the coupon code DGMG and get 20% off any plan.This podcast is produced for me by my friends at Lemonpie. If you want to launch a podcast strategy for your brand, check them out at  www.lemonpie.fm and tell them I sent you.If you're looking for your next role, check out DGMG Jobs https://dgmgjobs.com/ the place to go to find B2B marketing jobs you'd actually want.

“…rapidly rising companies have astonished the global public with their ability to expand and scale at a pace that was previously unknown. From this phenomenon, the term “hypergrowth” was coined.” Hypergrowth is a common experience within young markets and start-ups, however, it is a make-or-break scenario. As companies scale these rough seas, Hypergrowth Partners offers a lifebuoy as your partner and advisor. We spoke to the passionate co-founder, Guillaume Cabane who simply wants to gather the expertise in this world and assist companies with hypergrowth and hyper scaling. With his experience, he offers Pathmonk listeners essential advice on the value of the customer and their importance in this phase of any business. By creating a relevant and appropriate user experience that matches the persona's needs throughout the entire buying journey you can optimize your conversions. Guillaume encourages businesses growing to avoid a user losing their way within the funnel. If a prospect shows interest in a specific solution be sure to offer that solution in all your forms of communication and content. Therefore they receive an excellent user experience and maintain interest throughout the marketing funnel towards a conversion. Listen in and hold onto the lifebuoy for a ride of powerful insights and hyper grow your knowledge.

Pour ce nouvel épisode je reçois Guillaume Cabane.  Très réputé dans le monde du Growth Marketing après avoir travaillé chez Mention, Segment ou Drift. Guillaume a récemment monté HyperGrowth Partners, un collectif de Growth Marketers qui accompagnent des SaaS à succès dans leur phase d'hypercroissance. Au cours de ce podcast, il nous explique son parcours, sa nouvelle activité et partage avec nous sa méthode pour maximiser l'impact du marketing dans les ventes. Il nous a également partagé de nombreuses tactiques qui pourront sans doute vous inspirer pour votre propre SaaS. Vous pouvez suivre Guillaume sur Twitter et LinkedIn. Timeline de l'épisode : 1:30 Présentation de Guillaume et de son parcours. 2:30 Présentation de HyperGrowth Partners 8:10 Comment Guillaume accompagne les SaaS 12:30 Quelques exemples de tactiques utilisées par Guillaume. S'appuyer sur les effets psychologiques. 20:30 S'appuyer sur les biais cognitifs en marketing. 22:30 Pourquoi il vaut mieux avoir une approche "Best of bread" plutôt que d'utiliser des solutions tout-en-un. 25:20 Product Led Growth vs Sales Led Growth 30:30 Quelques exemples de tactiques "Top of the funnel".  38:30 L'outbound est-il toujours efficace ?  42:30 Quelle stratégie outbound pour les grands comptes B2B ?  46:20 Quel Customer Data Platform utiliser ? 49:00 Comment rester à la pointe en matière de Growth Marketing ? 54:00 Quelles tendances dans le Growth Marketing ? 56:40 Quelques questions rapides Mentionnés pendant l'épisode :

Guillaume Cabane comes on the Tech Bound podcast to talk about investing your time like a VC, building Growth roadmaps, and running experiments. A true master of his craft, Guillaume is the former VP of Growth at Drift, Segment, and Mention, current VP of Growth Gorgias, and advisor to G2, Abstract, Metadata, Madkudu, MonkeyLearn. Timestamps: 0:00 Introduction 1:23 Be the VC of your time 4:28 The risk-taker and tinkerer mindset 8:57 The first things Guillaume would look at when growing a company with strong PMF 12:18 When to be CAC-efficient and when not 15:16 Building a Growth roadmap 17:32 The master's tools 20:43 EVELYN - Experiment Velocity Engine Lifting Your Numbers 24:49 What distinguishes good from bad experiments 27:47 Creating value where others don't see value 31:36 Guillaume's Zone of Genius 31:56 Teams over Self 32:16 How failure set Guillaume up for success Show notes https://twitter.com/guillaumecabane?lang=en https://www.linkedin.com/in/cabane/ www.kustomer.com www.madkudu.com EVELYN: https://airtable.com/universe/expZpCNVlkaoLGNAr/evelyn-experiment-velocity-engine-lifting-your-numbers Cialdini - Influence: https://bookshop.org/books/influence-the-psychology-of-persuasion-revised/9780061241895 Shackleton - Voyage: https://bookshop.org/books/endurance-shackleton-s-incredible-voyage-anniversary/9780465062881 Subscribe to the channel for more videos: https://www.youtube.com/channel/UCoQ5uxfxcnObjzLAk1lmM6g?sub_confirmation=1 Subscribe to the Growth Memo for more content: growthmemo.kevin-indig.com Follow me on Twitter: https://twitter.com/Kevin_Indig iTunes: https://podcasts.apple.com/us/podcast/tech-bound-conversations/id1488939659 Spotify: https://open.spotify.com/show/1Ze0gqMmuh22rR8rVv0oz8?si=87cysHp3S5yEzNuuUK9Ezg Soundcloud: https://soundcloud.com/kevin-indig #growth #growthmarketing #vc

{{ Pour tous les mots techniques et anglicismes utilisés pendant le podcast, j'ai décidé d'ajouter un glossaire à la fin de la description

On today’s episode, Kunle is joined by Guillaume Cabane, a SaaS Growth Hacker with over 2 decades of online selling expertise. He has been a growth advisor to high Growth SaaS Startups including G2, Gorgias, Metadata, Madkudu and also worked for Apple. All businesses, whether eCommerce, DTC or otherwise, grapple with an ever present challenge: “how do we compete?”. Competing on price is difficult, as the race to the bottom has eroded margins almost completely. Competing on product is also easier said than done, because creating a truly innovative product requires huge investments in R & D. So in a market where there is no room in pricing and products are more or less standardised, how can we compete? To answer this question, ask yourself, if given a choice would you buy a certain product from Amazon or a smaller-relatively unknown store? Chances are you would say Amazon. Why? Because you know what to expect in terms of customer experience. A seamless, hasslefree shopping experience is enough to win over customers. In today’s episode, Kunle and Guillaume discuss how creating a seamless, responsive and easy experience for customers can be a key driver of growth. Guillaume talks about what eCommerce can learn from SaaS and also shares some key CX metrics to track for driving growth.   ----------- SPONSORS: This episode is brought to you by: Klaviyo  This episode is brought to you by Klaviyo – a growth marketing platform that powers over 25,000 online businesses. Direct-to-Consumer brands like ColourPop, Huckberry, and Custom Ink rely on Klaviyo. Klaviyo helps you own customer experience and grow high-value customer relationships right from a shopper’s first impression through to each subsequent purchase, Klaviyo understands every single customer interaction and empowers brands to create more personalized marketing moments. Find out more on klaviyo.com/2x.   Rewind This episode is brought to you by Rewind. The #1 Backup and Recovery App for Shopify and BigCommerce stores that powers over 25,000 online businesses. Direct-to-Consumer brands like Gymshark and Movement Watches rely on Rewind. Cloud-based ecommerce platforms like Shopify and BigCommerce do not have automatic backup features. Rewind protects your store against human error, misbehaving apps, or collaborators gone bad with Automatic backups!   For a free 30-day trial, Go to Rewind.io, reach out to the Rewind team via chat or email and mention ‘2x ecommerce’ Famous This episode is brought to you by Famous. Famous enables brands on Shopify to easily build beautiful landing pages and product pages that include custom video, animations, and more. All pages built on famous are optimized for storytelling and selling on desktop and mobile.   Famous’ software allows you to build your pages in minutes without code, so you don’t need a developer. You just need to want to build a better experience for your customers. Famous has worked in the past with many leading online retailers including Honest, Justfab and more.   You can try it for free at famous.co/2x.

In our third episode, Gil has another fascinating category creation discussion with two of the marketers responsible for Drift's category domination. Panelists for this episode include: Dave Gerhardt, CMO of Privy and Instrumental in creating the Conversational Marketing category Guillaume Cabane, Growth Advisor to startups and instrumental in creating the CDP Category You'll walk away from this episode with an understanding of: How the combination of a strong focus on brand and creativity, plus deep technical and data expertise was the golden marketing combination during Drift's rise The importance of building an audience for your product before you ever try to sell anything Why marketing based off of a feature chart is a losing proposition BONUS! Find out why Guillaume has spent over 18 months sleeping in a tent and how Dave got through the worst stomach bug of his life the night before a huge New York Times feature article interview with his CEO!

Guillaume Cabane recently spoke to us about omnichannel marketing – right from devising a strategy to budgeting + answer a question that haunts every Saas marketer. After leading growth teams at big players in Saas like Segment and Drift, Guillaume is now a growth advisor for B2B Saas startups like G2, Gorgias, Metadata, and Madkudu. Dive into this episode to learn about the need for a multichannel marketing strategy for Saas brands, tips to build omnichannel expertise, essential tools in a multichannel marketer’s toolkit, and much more! If you want to join the next live AMA, reach out to us on hello[at]saassessions[dot]com Connect with G on LinkedIn - https://www.linkedin.com/in/cabane/

Saber vender es un proceso y la única forma de aprender es intentándolo. Las empresas de producto no suelen nacer con un equipo de ventas, pero todas las empresas venden, y si no venden, se mueren. Si tienes un producto superior y un sistema/equipo de ventas épico es una gran ventaja. Dedicamos este show a analizar estrategias para vender y cerrar leads en productos SaaS. Abordamos varios temas: cómo estructurar un equipo de ventas, cómo proyectar precio a futuro, cómo enfrentarse a la automatización de procesos de venta o cómo reflejar el valor que dices generar por medio de tu producto. Recuerda suscribirte al canal y dejarnos todos tus comentarios.Estos son los enlaces a los temas de los que hemos hablado:Ep. #9, Learning To Sell: https://www.heavybit.com/library/podcasts/road-to-growth/ep-9-learning-to-sell/La importancia del revenue operations con Krish Subramanian de Chargebee: https://thesaasrevolutionshow.simplecast.com/episodes/the-importance-of-revenue-operations-with-krish-subramanian-chargebeeVentas en SaaS con Matt Wensing (The Art of Product Podcast): https://artofproductpodcast.com/episode-122Build Your SaaS [13:17 - 21:08] - The sales call logic tree (https://saas.transistor.fm/episodes/whats-driving-you-now)Steli Efti (CEO de Close): https://www.linkedin.com/in/steliefti/Perfil de Jason Lemkin (SaaStr) en Quora. Es muy activo (3.314 respuestas hasta ahora). Acaba de superar las 55 millones de vistas en sus respuestas: https://www.quora.com/profile/Jason-M.-Lemkin/answers?sort=recencyHow to create an automated sales funnel (Russell Vaughan de GoSquared): https://www.gosquared.com/blog/create-an-automated-sales-funnelCurso de Ventas y Fidelización de Clientes (Platzi): https://platzi.com/cursos/ventas/How to Excel in SaaS Sales (blog de SaaStr): https://www.saastr.com/entry-level-saas-sales/Excel vs CRM. 5 momentos clave en los que debí pasarme de Excel a CRM (blog de SumaCRM): https://www.sumacrm.com/blog/excel-vs-crmUso de datos para mejorar el producto y los procesos de ventas con Guillaume Cabane (Drift), Steli Efti (Close) & Ilya (Datanyze) https://youtu.be/HcBS097JMNEG2: https://www.g2.comMadKudu: https://www.madkudu.comFront: https://frontapp.comPlataforma de mensajería al cliente - Intercom: https://www.intercom.com/es/Recopilación de recursos sobre automatización de ventas en Saas con Guillaume Cabane:Guillaume (Drift) en modo Rand Fishkin sobre automatización del Inbound: https://www.drift.com/blog/inbound-automation-whiteboard-lessons/Vídeo en las oficinas de Drift sobre reducir el "Cognitive Load": https://www.drift.com/blog/segment-growth-secrets/Escribir emails que la gente responda es todo un arte. Las 4 reglas de Guillaume para enviar emails fríos que conviertan y (Identificar intención, evaluar el encaje, elegir el canal más adecuado y personalizar el mensaje). La conclusión que saco: sé breve, directo y al punto: https://clearbit.com/blog/the-4-rules-for-sending-cold-email-that-converts-in-2018/Guillaume Cabane: https://www.linkedin.com/in/cabane/Automated Outbound Sales: https://clearbit.com/books/data-driven-sales/automated-outbound-salesSíguenos en Twitter:Danny Prol: https://twitter.com/DannyProl/Claudio Cossio: https://twitter.com/ccossioEstamos en todas estas plataformas:Apple Podcasts: https://podcasts.apple.com/ca/podcast/saas-product-chat/id1435000409ListenNotes: https://www.listennotes.com/podcasts/saas-product-chat-daniel-prol-y-claudio-CABZRIjGVdP/Spotify: https://open.spotify.com/show/36KIhM0DM7nwRLuZ1fVQy3Google Podcasts: https://podcasts.google.com/?feed=aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS8zN3N0Mzg2dg%3D%3D&hl=esBreaker: https://www.breaker.audio/saas-product-chatWeb: https://saasproductchat.com/

“Growth hacking” is often associated with short-term goals and shady practices. But what if you can use similar growth principles to attract customers in an honest way? My guest today will tell you how to identify the right channels to generate long-term revenue. This week we are joined by Guillaume Cabane, an expert growth marketing advisor who has worked with top tech startups such as Mention, Drift, and Segment. In this episode, you’ll learn how to audit a marketing channel, craft buyer personas beyond traditional demographics, and generate creative growth ideas. We covered: How networking and "give-first" mentality has helped Guillaume's career Why the wrong incentive can force marketers to fall into shady marketing tactics Evaluating the quality and quantity of your sales prospect How Guillaume go about auditing marketing channels Why you can't use the same marketing channels repeatedly How to build a potential buyer profile beyond traditional demographic information How Guillaume find creative ideas for growth campaigns What Guillaume thinks marketers should learn in the next 5, 10, and 50 years Resources: Drift Segment Mention G2 MonkeyLearn NUMA Clearbit MadKudu Intercom Customer Acquisition Cost (CAC) Datanyze Sendoso Gorgias Influence by Robert Cialdini Pre-Suasion by Robert Cialdini Freakonomics Predictably Irrational by Dan Ariely The Choice Factory by Richard Shotton Marketing Psychology: 5 Little Known Facts About Consumer Behavior in Advertising Guillaume’s LinkedIn

C’est Noël après l’heure sur le podcast, j’ai le plaisir et l’honneur de recevoir un invité que l’on voit peu en france et qui revient pour la 4ème fois sur le podcast.En effet, ce n’est autre que Guillaume Cabane.Après une carrière de Head of Growth chez Mention, Segment, et Drift, qui ont fait de lui une rockstar du growth B2B, il est aujourd’hui advisor de plusieurs entreprises tech dont Madkudu, Gorgias, Segment, et d’autres.Voilà l’enjeu de l’interview : dévoiler des stratégies de croissance gagnantes (on ne change pas les bonnes habitudes), discuter des tendance marketing et growth pour 2020, mais aussi de son nouveau rôle d’advisor.Au menu :

Today on Churn.fm we have Guillaume Cabane, also known as “G”. G was the former VP of Growth at hyper-growth startups such as Drift and Segment, and now works as a growth advisor for a number of different startups. In this episode we talk about forecasting churn, the most surprising factor G found that contributes to churn, and the simplest way to battle it.We also discuss tracking and measuring your marketing efforts, the importance of understanding the “sales velocity” of your different marketing channels, and why you shouldn’t give up too quickly on a new marketing channel.G also shared the craziest thing he had ever done with automation and emphasized how a slight advantage over your competitors can make a world of difference in the SaaS business world.As usual, I’m excited to hear what you think of this episode and if you have any feedback I would love to hear from you. You can email me directly on Andrew@churn.fm. Don’t forget to follow us on Twitter

On ne présente plus Guillaume Cabane, "G", le scientifique fou de Drift. Il revient un an après sa première interview où il avait déjà partagé des expériences de croissance géniales, afin de partager la stratégie de fond de son équipe afin de mener Drift à faire x5 en 2018.La culture chez Drift, c'est vraiment quelques choses de spécial. Un mix entre une réduction des coût au maximum inspirée d'Amazon et un marketing ultra léché à la Apple : tout ça dans une entreprise qui se définit comme une secte.Que faire quand vous arriver à un poste en growth dans une entreprise ?Guillaume, lui, commence par faire un audit général des canaux d'acquisition : qu'est ce qui a été fait sur chaque canal, qu'est ce qui a fonctionné, pourquoi, qu'est ce qui n'a pas fonctionné, pourquoi. Ensuite, seulement, il met en place son playbook de croissance.Toutes les entreprises suivent des KPIs plus ou moins important, dans l'équipe growth de Drift, on suit tout d'abord le revenu, puis tout ses composants : les signaux d'intention d'achat, le nombre de d'entreprises qualifiées envoyées à l'équipe commerciale et le nombre de démo signée.Un signal d'intention d'achat, c'est quoi ? C'est, par exemple, une entreprise qui désinstalle un concurrent ou bien qui est chez un concurrent depuis 11 mois. Une entreprise qui visite la page Drift (ou celle d'un concurrent) sur G2Crowd. Un champion qui change d'entreprise, etc.Un an après sa création, l'équipe de Guillaume (l'équipe growth) génère 60% des leads entrants, leur secret : lead scoring et les stratégies de prédiction (cf Pierre Lechelle de Madkudu).Il y a quelques mois Guillaume a cherché quelqu'un pour faire de l’acquisition payante. Il rencontre alors un spécialiste paid acquisition pour dans le milieu du gaming. Pas le bon profil mais les échanges sont très intéressants, et contrairement à ce qu’on pourrait croire, les problématiques du gaming sont proches de celles d’entreprises B2B : gros panier moyen et coût d’acquisition potentiellement élevé.Pour donner un peu de contexte, Facebook Ads contient un système d’auto optimisation permettant à un publicitaire “de dire à la plateforme” : je veux plus de ce genre de lead. Le problème c’est que la fenêtre de conversion autorisée sur Facebook Ads est de 7 jours, ce qui est suffisant pour du eCommerce et certains B2C mais beaucoup trop court pour du B2B. De plus, il faut se définir comme site de ecommerce, lié son site et avoir une vingtaine de référence disponible.Bref, Guillaume, la république française à bras le corps ne va pas se laisser faire.À son habitude il va créer un mécanisme plutôt créatif pour contourner le problème : quand un lead clique sur une publicité sur Facebook, il arrive sur le site de Drift. Clearbit va révéler l’entreprise pour laquelle travaille cette personne, le nom de domaine de l’entreprise est, lui, envoyé à Madkudu qui, en plus de scorer le lead en direct, va émettre une probabilité de conversion et un panier moyen. On a alors une valeur du lead en dollars.Intelimize, outil d’A/B testing en direct (aussi relier à Madkudu et Clearbit), va personnaliser le discours selon la valeur en dollar du lead. Et, si il y a un signup, il va alors renvoyer une fausse conversion eCommerce à Facebook à une valeur très proche de la valeur prédite afin de faire croire à Facebook qu’il y a plusieurs références. En ayant trafiquer sa page Facebook et créé un faux Shopify (où ils vendent du swag). Drift réussi à profiter de l’algorithme d’auto optimisation de Facebook, ce qui leur a permis de passer de 140$ de CAC à 30$.Bonne écoute.Au programme :Comment Guillaume audit une entreprise durant ses premiers mois.Comment Guillaume a fait passer son coût d’acquisition d’un client sur Facebook de 130$ à 20$.Comment son équipe génère 60% des leads de Drift un an après sa création.Ressources de l'épisode : bit.ly/growthmakers65Pour soutenir le podcast :1. S'inscrire sur Growth Makers pour ne rater aucun épisode.2. Mettre 5 étoiles sur Apple Podcast pour aider d'autres startupers à découvrir le podcast.Pour accélérer sa startup :1. Des intervenants d'Uber, Intercom, Zalando et Frichti pour vous former à la growth.2. Travailler avec moi par le biais de l'agence : Bryte. Voir Acast.com/privacy pour les informations sur la vie privée et l'opt-out.

Listen to the user adoption podcast interview with Guillaume Cabane https://useradoptionpodcast.files.wordpress.com/2019/08/guillaume-cabane.mp3Subscribe for the free podcast series today and don't miss any weekly episodes. For a book about user adoption, check out http://useradoptionbook.com You can follow the User Adoption Podcast on: Amazon Alexa Apple Podcasts Google Podcasts Radio.com RadioPublic Spotify Stitcher TuneIn  

As the growth mind behind Mention, Segment, and Drift, Guillaume Cabane has helped scale some of the most successful B2B brands in the world. In our interview, Guillaume dives into the value of creating new growth strategies rather than just copying what everyone else in the market is doing. We’ll learn about how Guillaume’s network of peers help him evaluate his new ideas and verify different growth strategies before they’re launched to market. Find out why the future of marketing is less about a spray and pray mentality, but more about creating a great experience. Guillaume is a proponent of looking at the customized personal experiences that B2C companies provide and bringing them into the B2B world. You don’t want to miss this one... In This Episode You’ll Learn: 1:24 Learn about Guillaume’s unique philosophy on growth 5:32 What creates customer satisfaction? 10:07 Insider secrets to growth strategies 17:32 Big trends for B2B Marketing over the next 5 to 10 years 22:35 The Salty Six This is an actionable episode — we hope you enjoy! Get ready to #ScaleOrDie... We're excited to have you along for Season 1 of #ScaleOrDie. Before you leave, be sure to leave a ⭐⭐⭐⭐⭐ review, post a comment, or share with your friends! Tune into more episodes at useproof.com/scaleordie and read more stories at blog.useproof.com. Follow Dave & Proof on Twitter — @DaveRogemoser and @UseProof. We publish episodes every week so be sure to check back often for more interviews with the internet’s best minds in growth!

S01E13 - Growth Levers for B2B customer acquisition Guest: Guillaume Cabane aka "G", Former VP of Growth at Drift & Segment #StartupBasics series in Insights Alley Podcast: Startup, Product, Growth, Sales & Strategy Insights for Entrepreneurs. Its a Blog/Podcast by Arun Verma. Get Notes of this conversation at https://insightsalley.com Please give feedback and suggest topics for next episodes on arun@insightsalley.com

On ne présente plus Guillaume Cabane, "G", le scientifique fou de Drift. Il revient un an après sa première interview où il avait déjà partagé des expériences de croissance géniales, afin de partager la stratégie de fond de son équipe afin de mener Drift à faire x5 en 2018.La culture chez Drift, c'est vraiment quelques choses de spécial. Un mix entre une réduction des coût au maximum inspirée d'Amazon et un marketing ultra léché à la Apple : tout ça dans une entreprise qui se définit comme une secte.Que faire quand vous arriver à un poste en growth dans une entreprise ?Guillaume, lui, commence par faire un audit général des canaux d'acquisition : qu'est ce qui a été fait sur chaque canal, qu'est ce qui a fonctionné, pourquoi, qu'est ce qui n'a pas fonctionné, pourquoi. Ensuite, seulement, il met en place son playbook de croissance.Toutes les entreprises suivent des KPIs plus ou moins important, dans l'équipe growth de Drift, on suit tout d'abord le revenu, puis tout ses composants : les signaux d'intention d'achat, le nombre de d'entreprises qualifiées envoyées à l'équipe commerciale et le nombre de démo signée.Un signal d'intention d'achat, c'est quoi ? C'est, par exemple, une entreprise qui désinstalle un concurrent ou bien qui est chez un concurrent depuis 11 mois. Une entreprise qui visite la page Drift (ou celle d'un concurrent) sur G2Crowd. Un champion qui change d'entreprise, etc.Un an après sa création, l'équipe de Guillaume (l'équipe growth) génère 60% des leads entrants, leur secret : lead scoring et les stratégies de prédiction (cf Pierre Lechelle de Madkudu).Il y a quelques mois Guillaume a cherché quelqu'un pour faire de l’acquisition payante. Il rencontre alors un spécialiste paid acquisition pour dans le milieu du gaming. Pas le bon profil mais les échanges sont très intéressants, et contrairement à ce qu’on pourrait croire, les problématiques du gaming sont proches de celles d’entreprises B2B : gros panier moyen et coût d’acquisition potentiellement élevé.Pour donner un peu de contexte, Facebook Ads contient un système d’auto optimisation permettant à un publicitaire “de dire à la plateforme” : je veux plus de ce genre de lead. Le problème c’est que la fenêtre de conversion autorisée sur Facebook Ads est de 7 jours, ce qui est suffisant pour du eCommerce et certains B2C mais beaucoup trop court pour du B2B. De plus, il faut se définir comme site de ecommerce, lié son site et avoir une vingtaine de référence disponible.Bref, Guillaume, la république française à bras le corps ne va pas se laisser faire.À son habitude il va créer un mécanisme plutôt créatif pour contourner le problème : quand un lead clique sur une publicité sur Facebook, il arrive sur le site de Drift. Clearbit va révéler l’entreprise pour laquelle travaille cette personne, le nom de domaine de l’entreprise est, lui, envoyé à Madkudu qui, en plus de scorer le lead en direct, va émettre une probabilité de conversion et un panier moyen. On a alors une valeur du lead en dollars.Intelimize, outil d’A/B testing en direct (aussi relier à Madkudu et Clearbit), va personnaliser le discours selon la valeur en dollar du lead. Et, si il y a un signup, il va alors renvoyer une fausse conversion eCommerce à Facebook à une valeur très proche de la valeur prédite afin de faire croire à Facebook qu’il y a plusieurs références. En ayant trafiquer sa page Facebook et créé un faux Shopify (où ils vendent du swag). Drift réussi à profiter de l’algorithme d’auto optimisation de Facebook, ce qui leur a permis de passer de 140$ de CAC à 30$.Bonne écoute.Au programme :Comment Guillaume audit une entreprise durant ses premiers mois.Comment Guillaume a fait passer son coût d’acquisition d’un client sur Facebook de 130$ à 20$.Comment son équipe génère 60% des leads de Drift un an après sa création.Ressources de l'épisode : bit.ly/growthmakers65Pour soutenir le podcast :1. S'inscrire sur Growth Makers pour ne rater aucun épisode.2. Mettre 5 étoiles sur Apple Podcast pour aider d'autres startupers à découvrir le podcast.Pour accélérer sa startup :1. Des intervenants d'Uber, Intercom, Zalando et Frichti pour vous former à la growth.2. Travailler avec moi par le biais de l'agence : Bryte. Voir Acast.com/privacy pour les informations sur la vie privée et l'opt-out.

On today's episode of #Growth, host Matt Bilotti and Drift's VP of Growth, Guillaume Cabane, answer the million dollar question – when to make your first growth hire (and how). Here are a few hints: Make sure you've found product-market fit, a proven way for people to buy your product and a true customer base.Growth teams are the most effective when they're able to reduce friction in your acquisition funnel. If there's no funnel...you don't need a growth person. So before even making your first hire, be sure to establish demand and educate the market about your offering.Also in this episode – how growth teams should communicate with other areas of the business, setting up feedback loops, goal sharing and more.

On today's episode of #Growth, host Matt Bilotti and Drift's VP of Growth, Guillaume Cabane, answer the million dollar question – when to make your first growth hire (and how). Here are a few hints: Make sure you've found product-market fit, a proven way for people to buy your product and a true customer base.Growth teams are the most effective when they're able to reduce friction in your acquisition funnel. If there's no funnel...you don't need a growth person. So before even making your first hire, be sure to establish demand and educate the market about your offering.Also in this episode – how growth teams should communicate with other areas of the business, setting up feedback loops, goal sharing and more.

This week on #Growth host Matt Bilotti sits down with G aka Guillaume Cabane aka the Mad Scientist and Drift's VP of Growth (and Matt's boss – no pressure). Today they're talking all about tools – how to use them to accomplish tasks that others might do for 10x the cost or 4x the time. G talks through how he finds new tools (and why always being on the look out for new ones gives him and Drift a competitive edge) plus favorites in his stack and much more in this episode of #Growth.Before you go leave a ⭐⭐⭐⭐⭐⭐ review and share the pod with your friends! Be sure to check out more insights on the Drift blog at drift.com/blog and find us on Twitter @MattBilotti, @guillaumecabane, @drift and @seekingwisdomio.You can get more info on this episode of #Growth at: https://drift.com/blog/growth-tools/

This week on #Growth host Matt Bilotti sits down with G aka Guillaume Cabane aka the Mad Scientist and Drift's VP of Growth (and Matt's boss – no pressure). Today they're talking all about tools – how to use them to accomplish tasks that others might do for 10x the cost or 4x the time. G talks through how he finds new tools (and why always being on the look out for new ones gives him and Drift a competitive edge) plus favorites in his stack and much more in this episode of #Growth.

Hi, everyone! Today I share the mic with Guillaume Cabane, Vice President of Growth at Drift, a conversational marketing platform that helps you turn your traffic into qualified meetings using their BOTS, 24 hours, seven days a week. Tune in to hear why a one-size-fits-all approach doesn’t work, how AI is affecting this type of marketing, how pitching specific ideas can double or triple your conversion rate, and why he tells potential customers their lead score as a way to draw them in. Click here for show notes and transcript Leave Some Feedback: What should I talk about next? Who should I interview? Please let me know on Twitter or in the comments below. Did you enjoy this episode? If so, leave a short review here. Subscribe to Growth Everywhere on iTunes. Get the non-iTunes RSS feed Connect with Eric Siu: Growth Everywhere Single Grain Twitter @EricSiu

In this episode I speak with Guillaume Cabane, G to his friends. G is the mad scientist who has worked in the growth team at Mention and Segment before joining Drift as VP of Growth. G loves experimenting with marketing tactics and tech tools. He is also passionate about customer psychology and how provide the best user experience possible. This is a jam packed podcast where we talk marketing history, SaaS tools and marketing strategies.

Guillaume revient sur son arrivée chez Drift et sur les premiers résultats des expériences qu’il a mené, mais aussi sur sa vision de la growth et sur l’importance de la vitesse d’exécution. Il explique comment ils arrivent à lancer une nouvelle feature chaque mois et partage ses lectures préférées.Découvrez le nouveau pricing du MOOC Growth Management (et le lancement du coaching) Pour soutenir le podcast :1. S'inscrire sur Growth Makers pour ne rater aucun épisode.2. Mettre 5 étoiles sur Apple Podcast pour aider d'autres startupers à découvrir le podcast.Pour accélérer sa startup :1. Suivre le MOOC Growth Management pour trouver ses prochains leviers de croissance (nouveaux pricing et lancement du coaching en Janvier 2019).2. Travailler avec moi par le biais de l'agence : Bryte. Voir Acast.com/privacy pour les informations sur la vie privée et l'opt-out.

Guillaume Cabane, aka G, is a well known name within the world of SaaS. He's also well known by his other name, The Mad Scientist, for his original and out of the box experiments in marketing; he doesn't follow the playbook, he rewrites it. Having recently joined Drift as VP of Growth, G shares with us his insights on growth marketing and how he's planning to build up the growth function at Drift, including: - Why G decided to join Drift - How he handled his first 100 days as the founding member of their growth team - The purpose of growth marketing at Drift and its role within their monthly product launches, known as marketable moments - How the team operates inbetween other functions and the SLAs they use to align sales and marketing - Some of G's craziest experiments he's run while at Drift - The big challenges facing growth marketers - How G plans to build out the growth team during 2018 - The inside scoop on his famous hot coffee experiment The Growth Hub >> www.advanceb2b.com/thegrowthhub Advance B2B >> www.advanceb2b.com The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Edward on Twitter >> twitter.com/NordicEdward

Guillaume, surnommé le "scientifique fou" dans la silicon valley, est passé par Apple, Mention et Segment, avant de rejoindre Drift où il est actuellement VP Growth. Il partage 4 growth hacks ayant eu des résultats assez incroyables chez Segment.Au programme :Comment créer des campagnes d’outbound à plus de 85% d’ouverture.Comment augmenter son taux de signup de 30%.Comment multiplier par 5 le click through rate d’un chat incorporé.Une petite surprise : la “champion moving campaign”Découvrez le nouveau pricing du MOOC Growth Management (et le lancement du coaching) Pour soutenir le podcast :1. S'inscrire sur Growth Makers pour ne rater aucun épisode.2. Mettre 5 étoiles sur Apple Podcast pour aider d'autres startupers à découvrir le podcast.Pour accélérer sa startup :1. Suivre le MOOC Growth Management pour trouver ses prochains leviers de croissance (nouveaux pricing et lancement du coaching en Janvier 2019).2. Travailler avec moi par le biais de l'agence : Bryte. Voir Acast.com/privacy pour les informations sur la vie privée et l'opt-out.

If you liked this episode, we bet that you’ll love our blog content. blog.drift.com/#subscribe Subscribe to never miss a post & join the 20,000+ other pros committed to getting better every day. ----- Guillaume Cabane is a mad scientist. He was the VP of Growth at Segment, he’s worked at Apple, and he joined the Drift team in September where he holds the crown as VP of Growth today. And on the heels of the Drift Sequences (email that helps customers buy) we thought it was only right to have the G on Seeking Wisdom while he was in town a few weeks ago to talk marketing, selling, growth, and the future of email. Say hi to G on Twitter and make sure to let him know you heard him on Seeking Wisdom @guillaumecabane, or tweet at @dcancel & @davegerhardt. PS. Stay tuned for a big announcement about HYPERGROWTH coming next week.

In this episode we talk to Guillaume Cabane, VP Growth at Drift. LinkedIn: https://www.linkedin.com/in/cabane/

Guillaume Cabane, VP Growth @ Segment.com talks with Alex Theuma about the top 5 things that have helped Segment achieve incredible growth through using the two best tools for collecting data, focusing on the 5% of visitors that matter and initiating onboarding programs and dynamic content that are individually tailored. *Check out the blog post accompanying the podcast for links of the books and tools Guillaume mentions - https://www.saastock.com/blog/view/podcast-5-things-every-saas-growth-marketer-needs-to-be-doing-today

Guillaume Cabane is a B2B marketing expert. He currently works full time as the VP of Growth at Segment, a company that makes it possible to engage in personalized marketing through the granular use of data from multiple sources. Guillaume is especially passionate about tracking and attribution across multiple channels to deliver strong returns on investment. His experience includes marketing leadership roles with organizations across a number of SaaS verticals including four years with Apple running business development for B2B online direct sales in the European market. In this episode, Guillaume discusses avoiding prescriptive touches, post-acquisition personalization, and a solution to multi-touch attribution and reliable view through rates.

On today's episode of #Growth, host Matt Bilotti and Drift's VP of Growth, Guillaume Cabane, answer the million dollar question – when to make your first growth hire (and how). Here are a few hints: Make sure you've found product-market fit, a proven way for people to buy your product and a true customer base. Growth teams are the most effective when they're able to reduce friction in your acquisition funnel. If there's no funnel...you don't need a growth person. So before even making your first hire, be sure to establish demand and educate the market about your offering. Also in this episode – how growth teams should communicate with other areas of the business, setting up feedback loops, goal sharing and more.

This week on #Growth host Matt Bilotti sits down with G aka Guillaume Cabane aka the Mad Scientist and Drift's VP of Growth (and Matt's boss – no pressure).  Today they're talking all about tools – how to use them to accomplish tasks that others might do for 10x the cost or 4x the time. G talks through how he finds new tools (and why always being on the look out for new ones gives him and Drift a competitive edge) plus favorites in his stack and much more in this episode of #Growth.