Alexander Estner

I help early-stage SaaS founders build & execute their Go-to-market foundation to grow from €0 to €1 million ARR 🚀

3 WAYS I CAN HELP YOU 👇
1️⃣ GTM Advisory - Work 1-on-1 with me in bi-weekly GTM sprints
2️⃣ GTM Audit - Get a 360° assessment of your current GTM status quo + custom action plan
3️⃣ GTM Content - Bi-weekly newsletter +  Daily LinkedIn posts + Free GTM Library

P.S. You will find the links to all 3 in the featured section.

Among other things, I help you with:
👉 Creating your early/ideal customer profile (ICP)
👉 Working on positioning, messaging & value proposition 
👉 Choosing the right pricing for your business (pricing model, value metric & packaging)
👉 Implementing the right sales strategy (sales-led vs. product-led)
👉 Mastering 2-3 growth channels to continuously generate new deals/trials
👉 Setting up the right tech stack in sales, marketing & customer success
👉 Building your commercial teams.

Send me a DM on LinkedIn or book a free 15-minute intro call to learn more about my offering.

Startup Consultant for B2B SaaS

As a freelance startup consultant, I help early-stage B2B SaaS Startups quickly grow their business with a powerful Growth Strategy 🚀


I work on both, strategic and operational, levels and help you with the following topics.

► For Founders (Launch to Seed Stage):
- Clarify, validate and stress test your business idea
- Win first paying customers and kickstart growth for your SaaS
- Develop and implement a powerful B2B SaaS Growth strategy
- Find product-market fit and close your first funding (business angels & seed)

► For Startups (Seed to Series A Stage):
- Accelerate your growth to 5M€+ ARR
- Review or implement a powerful B2B SaaS growth strategy
- Optimization of direct & indirect growth channels
- Create a growth team mentality, track the right KPIs, and set OKRs

► For more information:
- check out my website (www.alexestner.com)
- subscribe to my FREE weekly newsletter for founders & early-stage startups (https://startupbusinesstips.substack.com/)

► Interested?
- Send me a DM on Linkedin

GTM is overwhelming, but this checklist will change how you think about it.

This checklist is your roadmap from €0 to €1M ARR.

90% founders start with tactics, skip the foundations. Then wonder why nothing sticks.

But GTM isn't just "getting customers". It's a systematic approach with 10 interconnected foundations.

1️⃣ Ideal Customer Profile
2️⃣ Positioning
3️⃣ Value Proposition & Messaging
4️⃣ GTM Collaterals
5️⃣ Pricing
6️⃣ Sales Motion
7️⃣ Channels
8️⃣ Forecasting & Planning
9️⃣ Internal Operating Systems
🔟 CRM & Tracking

Use this checklist to see what's lacking in your GTM Foundations right now, and start working on it to scale from 0-1mil ARR. 

PS: A few months ago I did my GTM Foundations series, go check it out at MRR Unlocked if you need help with your foundations. 

Link in the comments.

alex-estner

JSESSIONID

li_at

Talks about #saas, #b2bsales, #saassales, #saasgrowth, and #saasmarketing

'Hands-on’ GTM Advisor | Helping SaaS & AI founders build and execute their GTM foundation to grow from €0 to €1 million ARR with less trial and error👇

If you're stuck and don't know what kind of content to create, 

Use this hack to get content ideas immediately..

It's simple - create content based on the stages of awareness 

𝗠𝗮𝘁𝘂𝗿𝗲 𝗺𝗮𝗿𝗸𝗲𝘁 → 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗰𝗼𝗻𝘁𝗲𝗻𝘁

In this case, multiple competitors already exist for your product. Also, your ICP knows the category. They're comparing solutions.

Focus on creating content like:

-> Comparison pages (You vs. Competitor X)
-> Alternative pages (Best alternative to X)
-> Why you're superior for specific segments
-> Head-to-head feature breakdowns

You're not explaining the problem. You're helping them decide the best solution.

𝗘𝗺𝗲𝗿𝗴𝗶𝗻𝗴 𝗺𝗮𝗿𝗸𝗲𝘁 → 𝗖𝗮𝘁𝗲𝗴𝗼𝗿𝘆 𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗰𝗼𝗻𝘁𝗲𝗻𝘁

Your category is rising but not yet standard. Your ICP is evaluating different approaches.

Focus on creating content like:

-> Why your category beats alternatives 
-> Category education ("What is X and why it matters")
-> ROI comparisons across approaches
-> Case studies showing category wins

You're not proving you're best. You're proving your category is the future.

𝗡𝗲𝘄 𝗺𝗮𝗿𝗸𝗲𝘁 → 𝗨𝘀𝗲 𝗖𝗮𝘀𝗲 𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗰𝗼𝗻𝘁𝗲𝗻𝘁

You're building something new. Your biggest goal is to make the audience problem-aware.

Focus your content on:

-> Customer outcomes and pain points
-> Use case education ("Why doing X manually is costing you")
-> "New way vs. old way" breakdowns
-> Problem amplification before solution

You're educating the audience about the problem they are facing and how it is impacting them. 

Match your content to where your market actually is.

What stage is your market in?

P.S. Want to deep dive into content marketing. Check out the guide I've created with Matteo Tittarelli ⚡️ on mrrunlocked

B2B positioning, websites, launches & content | Duolingo streak keeper 🇯🇵

Let’s hear it from the founders who have successfully scaled their company from €0 to the 1€ million ARR and beyond.

In the latest mrrunlocked.com newsletter, 
I've asked 6 founders to share

❌ What went wrong and
✅ what worked

I asked each founder to share:

1️⃣ The painful mistake(s) they made in the 0-1 stage (that others should not make)

2️⃣ The best tips/things that worked for them.

You will learn from the insights of 6 amazing founders.

👉 Stefan Bader Co-Founder of Cello (Referral Software for SaaS)

👉 Andreas Michel Co-Founder of Ayunis / Locaboo (Software for municipalities)

👉 Hanno Lippitsch Co-Founder of Eversports (Software for sports venues)

👉 Simo Lemhandez Co-Founder of folk (The next gen of CRM)

👉 Adam Cleland Founder of asora (Software for modern family offices)

👉 Brice Maurln Founder of LGM For Sales & GTM (Software for Multi-Channel Outbound)

👇 What's your mistake or tip you wanna share?

P.S. The link to the full guide with all the insights is in the comments below.

CEO @ Cello | Referrals on Autopilot

Cello

Co-Founder & CEO bei Ayunis / Locaboo | SaaS 👨🏻‍💻 | GovTech 🚀

Ayunis / Locaboo

CEO at Eversports

Eversports

Co-founder @ folk CRM | Forbes 30U30

folk

CEO at asora | Software for the modern family office

asora

CEO chez LGM | Get more Replies with Multichannel Outbound.

LGM For Sales & GTM

I've asked 20+ experts on their best GTM advice for 0->1€ M ARR

We cover positioning, ICP, messaging, content, pricing, CRM/KPIs.

You will hear the best tips from experts, including

Anthony Pierri 
Jon Itkin 
Andrej Persolja 
Talya Heller G. 💡 
Matteo Tittarelli ⚡️ 
Toni Hopponen 
Douwe Wester 🟢 👉  
Björn W. Schäfer 
Ashley Herbert Popa 
Sara Stella Lattanzio
Romana Kuts  
Krzysztof Szyszkiewicz 
Rob Litterst 
Arnaud Belinga 🧊🔨 
Dirk Sahlmer 

And the best tips from founders, including
Andreas Michel 
Stefan Bader 
Adam Cleland 
Hanno Lippitsch 
Simo Lemhandez 
Brice Maurln 

The episode goes lives this sunday. 

👇 So sign up on mrrunlocked.com to get all tips in your inbox + a free gift: 50 top GTM infographics for free.

If you're struggling to find your ICP or 

don't know how to really go about it, 

Here's my 5-step process to find your actual ICP:

Step 1: Define "Winning Indicators"

Higher product engagement, better commercial health. strategic alignment. lower churn, higher NPS

Step 2: Collect Customer Data

Gather persona data, firmographics, product usage data. 

Step 3: First-Pass Segmentation

Start with obvious filters: industry, company size, geography.

Step 4: Deep-Dive Segmentation

Look for hidden patterns:

How different verticals use your product, who are the actual users vs. decision makers, and what are their main challenges 

Step 5: Pattern Recognition

Analyze segments against winning indicators using Excel/Sheets.

Your data doesn't lie. Your assumptions might.

Use the data you already have from your early customers to identify your ideal customers. 

Check out the whole process below 

If you want to understnad this in detail, check out our episode from MRR unlocked, link in the comments.

Most GTM playbooks are written for VC-backed startups.
So I asked Zdenko Zvada about underrated GTM tactics for bootstrapped founders

He's sharing the insights from 300+ conversations with bootstrapped founders.

My personal opinion: 
Most VC-backed startups should do the same - especially social listening, outreach to negative reviews, and staying longer in founder selling mode are key too.

When I work with founders, we mostly do this too.

But I'm curious: What other tactics work for you?

P.S. On Sunday, we're launching a full episode on mrrunlocked about GTM tactics for bootstrapped founders.

Bootstrapped GTM Tactics

If you're a first-time founder, GTM is tough. 

To help you, I have compiled 9 of my TOP Infographics that are most important for your GTM when you're going from 0 to mil ARR⬇️

1) GTM Myths 

-> You need to unlearn what you're doing wrong, before you even get started in the right direction!

2) 360-degree GTM audit

-> Use it to understand the current state of your GTM - to identify your starting point. 

3) 3 stages till 1 mil ARR

-> 0 to 1 mil ARR is not one, but three stages. Understand each stage to know what to expect in your GTM journey. 

4) GTM Foundations for SaaS

-> This is like a beginner's overview of everything that makes up GTM. Refresh your GTM concepts.

5) GTM Foundations Checklist 

-> This is where things start getting real. Keep this checklist in hand to track everything you need, to build your GTM Foundations.

6) Your ICP changes over time 

-> ICP is one of the most misunderstood concepts in GTM. Understand the nuances related to your ICP thoroughly. 

7) The Power of Niching Down

-> If you don't niche down right now, you won't be able to scale tomorrow.

8) How to find your ICP

-> Once you know that it is important to have 1 ICP, use these 3 steps to actually find your ICP.

9) 6 phases of founder-led sales 

-> Through this entire journey of 0 to 1mil ARR, know that you (the founder) have to be involved in sales. Learn it through the 6 stages of founder-led sales. 

Hopefully, these 9 will give you a headstart in your GTM. 

---
You can access all of these Infographics for free on https://lnkd.in/eKJXxGzE

I've asked 16 experts to share their best tip for 0-1€ million ARR

So let's hear what they recommend founders👇

 🎯 Positioning & Messaging

Anthony Pierri 
Nobody will care about your outcomes if they don’t know what product category you fit into. Choose one clear category or use case as your anchor and you’re already 80% ahead.

Jon Itkin 
Assess your market’s maturity before positioning. Early markets reward bold vision, mature ones need precision. Match strategy to reality, not someone else’s playbook.

Andrej Persolja 
Stay close to power users through a private channel like Slack. Their feedback shapes your roadmap, messaging, and what to double down on.

Talya Heller G. 💡  
Test your sales story before scaling; story-market fit comes first. Test with first 3–5 customers, pick a villain, frame the struggle, paint the payoff. Rewrite if it doesn’t close.

Matteo Tittarelli ⚡️  ️ 
Build a Messaging & Positioning Library early. It becomes the context engine for every campaign and asset.

Toni Hopponen 
Design your homepage like a traffic controller: green light for best-fit users, stop sign for others.

💬 ICP (Ideal Customer Profile)

Douwe Wester 🟢 👉  
Start with early customers and watch what they *do*, not what they *say*. Cluster high-signal users, define ICP from results, and update quarterly.

Björn W. Schäfer 
Treat ICP as an ongoing discipline. Segment by ROI, validate with data, and build an anti-ICP list.

Ashley Popa 
Niche down. Broad targeting kills traction. Focus on customers who upgrade and stay, then expand using the bowling-pin approach.

Alexander Estner (me)
Focus on your GTM foundation before scaling: know who benefits most, clarify how you’re different, and master turning pipeline into predictable, repeatable revenue.

✍️ Content Marketing

Sara Lattanzio 
Shape one sharp narrative tied to audience pain. Build in public, pick channels intentionally, and stay consistent. Distribution matters more than production.

 Romana Kuts 
Interview customers. Five calls beat fifty brainstorms. Start with one pain point, turn it into five angles and ten content pieces, reuse relentlessly, and track revenue impact.

💰 Pricing

Krzysztof Szyszkiewicz 
Treat pricing as a process. Set its purpose, differentiate by value metrics, and review quarterly.

Rob Litterst 
Keep pricing simple early. Validation > Perfection. Start with value-hacking to learn what people will pay, then move to growth- and profit-hacking.

📊 CRM & Tracking

Arnaud Belinga 
Before €50–100k ARR, just sell. After micro-PMF, pick a simple CRM tied to your channels and follow up relentlessly.

Dirk Sahlmer 
Track 3–5 metrics that drive better decisions. Focus on leading indicators like activation and CAC payback.

Bonus tip by Rob Kaminski 
1 product, 1 avatar, 1 channel, 1 tactic, for 1 year gives early founders the focus they need.

--
Want to deep dive into each tip? Check out the latest mrrunlocked episode. Link is in the comments.

Here's a list of partners, agencies, and consultants whom I’d highly recommend to every early-stage SaaS founder.

Over the past few years, I’ve built relationships with these amazing service providers.

If you’re a SaaS founder and need help with:

✅ Content & SEO
✅ Recruiting
✅ Paid Marketing (Google, LinkedIn)
✅ Design
✅ Sales
✅ Pricing

I’ll connect you with the right people.

You don't need to do a cold outreach, I'll help you with warm intros to vetted experts.

Content & SEO
--> Talk to Romana Kuts  and Ugljesa D. 

Website & Design
--> Talk to Florian Goertzen Tarik Yayla Tobias Giesen or Maximilian Fleitmann

Recruiting
--> Talk to Elvin Kingma Jan Mark Lingthaler Miguel Marques Dominic Blank 

Sales
--> Talk to Manuel Hartmann (post 1€ million) and Julius Dany (for SDR/cold calling)

LinkedIn & Google Ads
--> Talk to Christoph Schachner and Agata Krzysztofik 

Pricing Consulting (post 1€ million ARR)
--> Talk to Rob Litterst and Krzysztof Szyszkiewicz 

GTM advisory (post 1€ million ARR)
--> Talk to Björn W. Schäfer Daniel Zsolt Rényi  and Matteo Tittarelli ⚡️ 

Check the link in the comments to see the entire list of partners.

Btw, who am I missing on the list?

17 experts' tips turned into a 39-slide GTM masterclass for 0->1€ M ARR 👇 

You learn about:
✅ Positioning & Messaging
✅ Ideal Customer Profile
✅ Content Marketing
✅ Pricing
✅ CRM & KPI Tracking

Including tips from experts, including

Anthony Pierri
Jon Itkin 
Andrej Persolja
Talya Heller G. 💡
Matteo Tittarelli ⚡️ 
Toni Hopponen 
Douwe Wester 🟢 👉 
Björn W. Schäfer
Ashley Herbert Popa
Sara Stella Lattanzio
Romana Kuts
Krzysztof Szyszkiewicz
Rob Litterst 
Arnaud Belinga
Dirk Sahlmer
Rob Kaminski

👉 What tip can you share?

17 expert tips for 0 to 1€M ARR

For your content to work, 

you need 3 types of content to be in sync

TOFU → To get attention
MOFU → To build trust
BOFU → To convert

Most founders live in TOFU, which helps you get likes, but not so many conversions. 

Let's how each layer works:

1️⃣ TOFU (Top of Funnel) → Awareness content

-> This isn't about your product. It's about topics your audience actually cares about.

-> This builds your audience, helps you get reach, and generate engagement. 

Eg - The 5 biggest productivity myths that are slowing your team down”

2️⃣ MOFU (Middle of Funnel) → Consideration content

-> This is where you go deep. Real frameworks. Actual insights.

-> Content only you could write. Battle-tested stuff.

-> This is where trust happens. Your ICP thinks: "This person actually knows their shit."

Eg - How to reduce project delays by 30%, a step-by-step breakdown”

3️⃣ BOFU (Bottom of Funnel) → Conversion content

-> Show proof. Share results. Remove objections.

-> Social proof. Real outcomes. Clear next step.

Eg - “What happens when you ditch spreadsheets and manage projects the smart way”

Here's the ideal mix:
20% TOFU – Reach plays that pull in new eyes
60% MOFU – Deep, educational, ICP-focused
20% BOFU – Case studies, results, CTAs

Ivan Peric and I have created this framework to help you build your founder brand on LinkedIn. Use it the next time you're creating your content strategy.

Content Strategist & Founder @contentmotion.io | Ich baue eine Content-Agentur für B2B Tech

To optimize your SEO, use these high-intent keywords ⬇️

1. Pain Point/Problem Keyword
Example: “How to export contacts from LinkedIn” 

2. Pricing & Cost Keywords
Example: “Affordable CRM for solopreneurs”

3. Comparison Keywords
Example: “Notion vs. Asana” | “Best alternatives for HubSpot”

4. Competitor-Specific Keywords
Example: “HubSpot CRM vs. Salesforce”

5. Feature-Specific Keywords
Example: “CRM with VOIP calling”

6. Integration Keywords
Example: “Best payroll software that integrates with QuickBooks”

7. Product Category + Audience Keywords
Example: “Project Management software for law firms”

8. Benefit-Driven Keywords
Example: “How much time can I save with a virtual assistant?”

9. Educational Keywords
Example: “How to create a high-converting SaaS homepage”

10. Location-Based Keywords
Example: “Best invoicing software for German freelancers”

11. Template-Based Keywords
Example: “Best LinkedIn post templates for SaaS founders”

These money keywords focus on users who are already very much aware and ‘in the market’ and will help you make the most of your SEO investment.

I’ve been calling myself a solopreneur for over 4 years now.

So I was super excited when Stephanie Sgura asked me to be part of her solopreneurship movement.

In May 2026: Solopreneur Revolution - Live on Tour

The first Summit, that's 100% focused on Solopreneurship:
- Business, Marketing, Sales, AI...

(it's for the German-speaking community)

And I'm part of it 🎉

The best part:

You get early access to the secret pre-sale (4.-7. 12.)

🔹 lowest ticket prices ever

🔹 early Access to all Workshops (limited to 30 seats)

📍 I will be in Vienna myself. 

What you can expect from the summit:

→ Content & Insights for solopreneurs

→ Transformational workshops of successful solopreneurs

→ Networking with peers

→ Roasting Area to get feedback on your business

→ Limited to 200 tickets per event (Vienna & Berlin)

Who's interested in joining and meeting in Vienna?

🎟️ Comment or just send me a DM and I will send you the link to the secret pre-sale.

Over the last 12 months, I've created 50+ infographics on SaaS GTM.

The beauty of them is that they visually communicate the core concept.

Here are my top 10 on go-to-market for SaaS/AI founders 👇

Top GTM Infografics

3 massively underrated GTM tactics for bootstrapped founders⬇️

1. Mine negative reviews for leads

Every 1-star review tells you who is unhappy and if they'd pay to fix.

-> Search G2/Capterra/Reddit for competitors
-> Filter for 1-2 star reviews
-> Build a lead list from reviewer names
-> Reach out: "Saw you struggled with X. We built Y to solve it. Want a demo?"

2. Go where micro-communities live

Your first 100 customers won't come from ads. They'll come from Reddit, Slack groups, Discord.

-> Join 3-5 communities your ICP hangs in
-> Help for a week, share free resources
-> Mention your product when it fits
-> DM engaged members with trial invites

3. Get listed in directories

Capterra, G2, Product Hunt, AppSumo, get in front of buyers with intent. You can even build your own. They rank on Google, attract your ICP, and drive traffic to your product.

—
If you want to learn how to execute each of these tactics, check out the latest episode of MRR Unlocked where Zdenko Zvada talks about these in detail. Link in the comments.

Lead magnets are evolving from traditional whitepapers and e-books.

Here's a list of different formats you can use to create high-quality lead magnets for your SaaS 

𝟭. 𝗧𝗲𝗺𝗽𝗹𝗮𝘁𝗲𝘀, 𝗚𝘂𝗶𝗱𝗲𝘀 & 𝗘-𝗕𝗼𝗼𝗸𝘀
Instant utility. Copy-paste and go.

- Email templates (lemlist )
- Sales coaching guides (Grain )
- Website optimization e-books (Webflow)

𝟮. 𝗖𝗼𝘂𝗿𝘀𝗲𝘀 & 𝗠𝗮𝘀𝘁𝗲𝗿𝗰𝗹𝗮𝘀𝘀𝗲𝘀
Higher commitment = higher intent leads.

- Video selling masterclass (Vidyard )
- Video creation course (Tella )

𝟯. 𝗘𝘃𝗲𝗻𝘁𝘀 & 𝗪𝗲𝗯𝗶𝗻𝗮𝗿𝘀
Live interaction builds stronger relationships.

- Sculpt Conference (Clay )
- SaaS Happy Hour (Paddle )

𝟰. 𝗖𝗮𝗹𝗰𝘂𝗹𝗮𝘁𝗼𝗿𝘀
Quantify the problem. Make the pain tangible.

- Webinar ROI calculator (Livestorm )
- Equity dilution calculator (Cake Equity)

𝟱. 𝗠𝗶𝗻𝗶 𝗧𝗼𝗼𝗹𝘀
Quick wins. Solve one micro-problem fast.

- LinkedIn headline generator (@Taplio)
- Webcam test (Livestorm)
- AI conversation rank checker (Octolens)

𝟲. 𝗜𝗻𝗱𝘂𝘀𝘁𝗿𝘆 𝗥𝗲𝗽𝗼𝗿𝘁𝘀 & 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵
Original data = credibility + shareability.

- State of Meetings (Calendly)
- SaaS Pricing Report (Valueships)
- GTM Benchmarks (ChartMogul )

All these companies have amazing lead magnets you can take inspiration from. 

Keep in mind, though, different formats solve different problems at different buyer stages. 

Match format to your ICP's most urgent need.

Check out how to create and distribute your lead magnets: https://lnkd.in/ePHrCjDE

---
P.S. Want my best lead magnet? Get 50+ free GTM assets on https://lnkd.in/exxgARTi

How to create a GTM slide for your pitch deck

Investors can smell fluff from a mile away; you can't woo them with fancy GTM channels. They need real proof of 

✅ What has worked in the past 
✅ How do you plan to scale it 

Include these 2 sections in your GTM slide to make it foolproof 

1️⃣ Current scenario

- Show how you've built a repeatable growth engine 
- Mention how you've been acquiring customers today

2️⃣ Plan to scale 

- Chart out your exact plan to scale the engine you've built currently 
- Show how you'll acquire the next set of customers

Basically, reassure investors that 

✅ You've got the blueprint to utilize the funding 
✅ You're ready for growth

---
Majd Alaily has written an entire guest post about how to make the best pitch deck (11 slides) for your startup. This is only 1 slide of the deck. Check out the whole episode at MRR Unlocked. Link in the comments.

3x Founder | ex-Google | Design Thinking | Let's Launch, Grow, Fundraise For Your Startup Together.

11 slides of a winning pitch deck👇

If you're struggling to get funded, you can start by redoing your pitch deck

Here are the 11 most important slides of a pitch deck - 

(in the right order)

1️⃣ Problem 
2️⃣ Solution
3️⃣ Unique Value 
4️⃣ Traction
5️⃣ Competition
6️⃣ Market
7️⃣ Revenue Model
8️⃣ Ambition
9️⃣ Team 
🔟 GTM
1️⃣1️⃣ Ask

If you're skipping any of these slides, you're not giving investors all the information they need to make a decision. 

Check out the carousel below to see the summary of each slide. 

---
Majd Alaily has written an entire episode on "Why pitches fail" for MRR Unlocked. Check the link in the comments to see the full episode.

This week, I've worked with a founder on case studies for their SaaS.

I took some notes on the key points 👇

We all know that social proof is key.

But to get the most out of social proof, I recommend to apply these 5 core principles.

1️⃣ Follow a structure

👉 Your case study should follow a clear structure.

I like this one:
✅ The Customer’s Story – who they are & what they do.
✅ The Challenge – what problem they faced before using your SaaS.
✅ The Solution – how your product helped solve that problem.
✅ The Results – quantifiable impact (metrics, revenue growth, time saved, etc.).
✅ Quote & Image – a strong testimonial (quote + image)
✅ Call-to-Action – Clear next steps for readers.

2️⃣ Customer Interview questions

You get a good case study if you ask the right questions.

- What challenges did you face before working with X?
- Why did you decide to search for a solution?
- Have you tried other solutions before X?
- What was your experience with X?
- What has changed since you implemented X?
- Would you recommend X to others? If yes, why, and to whom?

3️⃣ Each case study = 1 angle

Before you write the case study, think about the 'narrative'.

Do you want to write about the impact of your solution.

Or how easy the onboarding is?

Or how company type X benefis from it. 

Over time you're building a library of different case study types.

This makes them super powerful.

👉 Example:
- A new prospect has concerns on migration --> Share them a case study on how easy the migration was.
- A prospect is unsure if your product is a good fit, as they fear they are too small --> Share how another client (same size) benefits from using it

4️⃣ Create multiple assets

👉 Turn your customer interview in multiple assets.

This can be a video case study, written case study, quotes, snippets...

5️⃣ Distribute your assets

Don't make the mistake to create nice case studies and then forget about using them.

Few tactics: 
👉 Dedicated case study page
👉 Wall of love
👉 Featured Section of your Linkedin
👉 Linkedin posts
👉 Sharing in your outbound messages
👉 Part of your demo follow-up email

How do you think about case studies?

P.S. Want to deep dive into case studies? Together with Romana Kuts I wrote a full guide on mrrunlocked

Founder @ SaaStorm + B2B SaaS SEO, LLMO & Content Advisor + Certified Content Engineer (@ AirOps’25)

5 recommendations to better organize your pricing page menu 👇

1️⃣ Keep Plan Names Simple
Don’t overthink naming.
Clarity beats creativity. 

Start with what people expect to see:
Free, Basic, Starter, Standard, Pro, Premium, Plus, Teams, Business, Enterprise.

2️⃣ Show the Monthly Cost
Display the monthly cost right below the plan name (even for annual billing). 

Tie it clearly to your pricing metric so users immediately understand how cost scales.

3️⃣ Include the Billing Period
Always indicate how billing works. 

A toggle above the pricing grid (monthly ↔ yearly) is the standard and most intuitive approach.

4️⃣ Highlight Key Features and Usage Limits
After naming and pricing, call out the core features and usage thresholds for each plan. 

Keep it concise — aim for about five items max. Focus on what truly drives pricing or differentiates plans.

5️⃣ Add Clear CTAs
Every plan needs a specific next step.

For free or PLG plans: “Get Started.”

For sales-led motions: “Request a Demo” or “Contact Sales.”
Different plans can have unique CTAs depending on your GTM model.

These are the essentials. If you can convey all key details across these elements, you don’t need anything extra. Keep it focused and simple.

Founder @LandingRabbit | Turn any text into marketing pages in minutes

When I was a kid, I often stopped by my grandfather’s grocery store for snacks. I found it fascinating that my grandfather owned all the fruits, candies, sodas, etc., in the shop. 

But in a family with entrepreneurs all around, I witnessed the struggles. The long hours. Entrepreneurship.

I even went to university with a single goal in mind: to get a decent 9-to-5 job.

But I couldn’t resist.

Shortly after finishing business school, I followed in my grandfather's footsteps and became an entrepreneur.

For nearly 13 years, I ran Flockler, a marketing tech platform, as the founder and CEO.

With my co-founders and a talented team of tech and marketing nerds, we went from founder-led sales and a few pivots to product-led motion without a single salesperson. A profitable growth company via word-of-mouth, SEO, and Google Ads.

In 2023, Flockler was acquired by a private equity-backed SaaS operator in the U.S. – a life-changing moment in many ways.

Now, I’m building my second venture, LandingRabbit, a piece of software helping SaaS marketers like me turn their copy into high-converting landing pages. 

With LandingRabbit, I hope to solve a problem that I’ve struggled with for almost 15 years: back-and-forth when the page was supposed to go live.

Life’s more than work, though. 

When I have a chance, I'll go for a hike or alpine skiing. Or I take my single-speed and cycle to one of the hundreds of London breweries. Ping me if you are a tech startup founder in London and want to join the cycle!

Toni Hopponen

I wish my LinkedIn feed were more about topics and less like an engagement pod for friends I interact with.


When I open the feed in the morning, I usually see posts from people I interact with regularly.

I comment on their posts, they might comment on mine.

The more we do that, the more likely we are to get a decent amount of likes and comments for every post.

When we get likes and comments, we are encouraged to post again. LinkedIn wins.

===

But while doing that, LinkedIn is not making it easy for marketers to succeed in the long run.

The more the feed makes sure we see posts from people we regularly interact with, the fewer chances we get to find new audiences for our content.

And in the end, I’m posting here to meet new people.

===

In the past few months, I’ve felt the bubble tightening more and more.

Most of my posts get likes and comments from the 1st-tier connections. The 2nd and 3rd tiers, the new people to meet, are less frequent.

===

It might be my niche posts. 

Or my likes and comments are steering the bubble tighter.

Or LinkedIn’s goal to get more people to click the ‘Boost’ button and pay to play.

Whatever the reason is, at least for me, LinkedIn has been less valuable than it was six months ago. I meet fewer new people here at the moment.

I’ve helped clients build hundreds of websites, but LandingRabbit’s site is the most expensive one I’ve ever done.


Only because the site is built with LandingRabbit, and we spent countless hours getting the app ready to host a full website 😅

Why we made this decision? Wasn’t Framer just good enough?

===

Easy.

Prospects were asking if they could publish landing pages with us. Not just import into Webflow, WordPress, and Figma.

So, we added hosting for landing pages.

===

But that opened a new door.

Prospects started asking if they could build a full site with us.

And here we are. 

What some of our clients were already doing is now live with LandingRabbit’s site, too.

Like a live case study of what the app can do.

===

From the outside, it looks like any other website.

From the inside, it’s a page creation buddy for writers like me.

I type an idea, a keyword, or give a voice note.

I get a page to edit like Google Docs.

15 mins later, the page is live.

===

Now, I will never have an outdated website again.

LandingRabbit’s homepage hero in December 2025

Before building LandingRabbit, I reviewed 1000+ tech company sites. The best pages tell you a story.


Hero tells you what and why, but don’t push all the details straight away. With a short video clip and some social proof, the words make much more sense.

Next, startups show that they know the problem inside out and talk your language. Just like you’d describe the problem in a sales call.

Bigger ones might show who this is for and take you to another page if they serve multiple ICPs. Great time-saver.

How it works is the highlight of the show. 3-4 steps to make sure you don‘t feel it’s going to be a mountain to climb. 

If you are unsure, testimonials straight after the how it works section help a lot. You feel much more comfortable seeing other clients changing their old way to the new way.

Next, use cases and examples inspire you. They point you to more specific landing pages, too. No matter how simple a product, you and your colleagues always have your specific needs for the app, right?

If pricing is not on the page, the FAQ is typically the place where you’ll find it, together with information that helps you sell the app to peers and bosses. The best pages know what your colleagues are going to ask.

At the end, you might not hit the CTA button just yet. The day may come later. But as long as you are happy with the information you found, everybody wins. When the timing is right, we’ll meet again.

Keep creating content regularly, and your product demo calls get a lot easier.


Content is a long-term play.

Tedious at times.

Not for everyone.

===

But if you write regularly, your product demo calls get so much easier over time.

Prospects join the call, saying they already saw your posts.

They have watched your product videos.

They are already sold into your vision.

===

It doesn't mean you close every single one.

Your startup product might not deliver the promise (yet).

Prospect's timing might not be right.

===

But you are already winning.

When people show up in calls "ready to buy", the rest is easy. 

Only coding left. 

Sooner or later, you win a higher percentage from demos.

===

My content plan is super simple:

1️⃣ Blog posts for Google and ChatGPT to distribute

2️⃣ Landing pages to make sure prospects can find the right information easily

3️⃣ LinkedIn posts and comments to build relationships with those who aren't searching for my product yet, but might do so later

===

My product demo calls are getting easier all the time. Only coding left.

Vibe coding is fast, but code reviews are the new bottleneck.


For the past five months, I've been using Claude and Codex to build new features.

AI writes almost 100%. I make tiny tweaks here and there when I get tired of prompting and know what to do.

===

Incredible coding speed.

When extending something that already exists in the codebase, the accuracy is great, too.

But getting things live is still relatively slow.

===

"I just need to properly understand the changes to be sure this works 6 months from now"

My co-founder is 100% right.

Code reviews aren't just about catching bugs.

To build a scalable product, you gotta understand what's going on in your codebase.

===

Are we going to see the day when we don't need to review the code and we trust AI end-to-end?

Maybe.

But it's still hard to imagine.

Because we really want to know what's going on in our product.

Your website should talk like your customers. And, often, it’s hard for us founders to deliver it.


A typical startup founder week is a mixed bag of product development, marketing, and sales.

Sometimes, after coding a new feature for days, we magically need to switch into marketers.

The risk is that we write something way too technical and complex.

===

It’s human.

Even if we try our best, sometimes we are knee deep in the nerdy context.

And most prospects couldn't care less about techy talk.

===

And don’t get me wrong, prospects do care about features.

A lot.

But only in the context of the problem they are trying to solve.

And that’s the difficult part to deliver after working on a new feature that you are incredibly proud of.

===

The best way for me to avoid writing something too nerdy is to reset and go back to customer call recordings.

Use AI to find one insight.

One insight into why a customer cares about the solution.

And that powers my whole blog post, landing page, or LinkedIn post.

===

Marketing ain’t rocket science.

But you do need to reset your vibe coding self and talk like your customers.

Your startup product only needs a fraction of the competitors' features to win clients.


I often hear soon-to-be-founders struggle with finding a startup idea.

"We'll never be able to match the features of the competitors".

Truth: prospects don't need all features.

===

In the last two weeks, our client has been getting ready to launch their website with us.

We've worked hard to build some of the most essential features.

But we are lacking sooo many that it really hurts.

===

It only hurts us. 

The client is happy.

They've seen us deliver the most acute ones, and they can trust us to develop over time.

===

Don't throw startup ideas away because competitors have already built all features and more.

Prospects don't want to see a feature list.

They care about their “jobs to be done”.

You can win.

When a (genuine) DM starts, "I’ve been reading your posts...", sales work doesn’t feel so painful for a tech nerd.


Your first LinkedIn post is unlikely to bring many DMs.

Not the second post either.

And it might make you question the point of marketing for your startup.

===

The hardest thing is to keep going.

The algorithm keeps changing and disappointing

But luckily, there’s always a DM or two that pull me up every week.

===

When a prospect says they’ve been reading my posts and already had a look at my website, I don’t really need to sell anything.

I’m just there to ask questions.

Figuring out if there really is a good fit.

===

LinkedIn posts are the slow start. Weeks, months, or years before.

But just before the DM arrives, it all becomes a quick test for our website messaging.

Is the homepage clear?

Are there landing pages for this person’s use case?

===

If you are a tech nerd and struggle to find the salesperson inside you, do yourself a favour.

Set up a website with helpful content and never let it go out of date.

Then, keep posting on LinkedIn, Twitter, or wherever your audience hangs out.

===

You still might not become the Wolf of Wall Street in sales.

But a few DMs here and there keep you going and revenues growing.

If your company already invests in help docs and landing pages, you will find it easy to get traffic from AI search.


In the past, it was really hard to compete against the big players who wrote anything and everything about a topic.

Search terms were fewer and easier to predict, and there just weren't that many realistic opportunities for startups.

===

Fast forward to today, and most people are using ChatGPT just like they were using your support chat in the past.

No keywords like “the best CRM for startups”.

Instead, complex and sometimes really hard-to-decipher questions hit the chatbox.

===

If you are starting your company just now, you definitely don't need a tool to tell you how to get shown in ChatGPT.

1️⃣ Write answers to questions your prospects are already asking in calls, emails, live chats, and social.

2️⃣ Post your answers as help docs on your site. 

3️⃣ Turn some of them into landing pages that are shareable with prospects’ stakeholders.

A ridiculously easy way for your startup to win traffic from AI search.

Your sales skills need to be really good if your website is outdated.


If you’ve ever done sales, I’m sure the outdated pages have bitten you.

You get prospects that start the meeting by explaining something they read on your site, which isn't really the thing you are selling today.

===

Only the best salespeople can recover from that and still win customers’ hearts.

First, you need to undo the messaging that the client got right, but you are not here to sell.
 
Then, you’ll help them forget what they saw and try to convince them to buy something different.

Good luck.

===

An outdated website is a huge cost.

Founders and sales teams waste time with prospects that aren't the best fit.

Product teams evaluate feature requests that don’t align with the product direction.

Conversion rates are low.

===

Most prospects visit your website before the meeting.

Now, with AI, they can get a summary in five seconds.

You probably want that summary to be the best possible and never out of date.

===

Three super easy steps:

1️⃣ Record a voice note with the key insight

2️⃣ Turn into LinkedIn posts, help docs, and blog posts with Claude/ChatGPT

3️⃣ Convert blog posts into landing pages with LandingRabbit

===

It’s never been a better time to invest in a website and high-quality content. 

It will help AI to tell what you are here to sell today, and your sales team to close the best-fit customers.

ChatGPT launched three years ago. What has changed the most for you?


For me, the biggest change is using voice notes + AI in writing.

===

In the last two years, I've written 200+ landing pages and blog posts. 

Not much more than in the past.

===

But time spent per piece of content has decreased by ~75%.

What used to take four hours now takes one.

A voice note turns into a blog or landing page so much more easily than writing from scratch before.

=== 

AI hasn't increased my blog content output, but it has given me time to do other stuff for LandingRabbit.

Write 200+ LinkedIn posts and thousands of comments in a year.

Create videos for our YouTube channel.

Code, not just plan and architect our product.

Design a better UX by prototyping more than ever.

===

For me, the biggest benefit of AI isn’t the speed and output volume of a single task like blog post writing.

It’s the fact that I can expand my skills and bring more value to LandingRabbit.

Clicks get fewer. Better get your website ready for the moment when someone visits.


Read a LinkedIn post.

View the author’s profile.

Visit their site.

===

A pattern that repeats every day.

You do it, too.

And I bet you’ve thought so many times that “gosh, I don’t get what these guys offer” when visiting a page.

===

Clicks are likely to get fewer as more people adopt AI services and trust those services to provide correct information.

But not every interaction is going to be performed by agents.

People will still visit your page.

To see the brand.

To build confidence and trust.

===

And that’s when it really matters what your homepage says.

What landing pages you provide for different visitors to find the right information quickly.

And how up-to-date your website is.

===

You put a ton of effort into getting attention.

You post. You advertise. You send cold DMs.

Keep doing it.

But gosh, make sure your website is up-to-date.

You wish your startup had all the features. Competitors wish they could start all over.


Especially now when AI is changing the landscape.

Just imagine running an old but good:
- CRM 
- no code app development tool
- WYSIWYG website builder 

Perhaps, a clean slate and opportunity to build something great today isn't that bad after all.

===

Every technological shift like this makes it transparent.

Easier for everyone to see that the current tools are not perfect.

They are built for a certain era, environment, and usage patterns.

===

With LandingRabbit, I’m reimagining how to create pages and keep your site up-to-date.

The previous era CMSs were created for those who build.

Not for those who chat with customers and write content.

===

I have no idea if we can get as big as the old website builders.

But I couldn’t be more excited to have a clean slate and build something for today.

Something for content writers like me.

With AI, we can go from safe bets to "What if" and build much better features.


Previously, I would have researched and planned meticulously before opening a Linear ticket for a new feature.

Hours or even days just writing and drawing mockups.

===

Often, I was unsure if my plan was watertight.

And usually, it was better to settle for the safe choice.

Nothing slows down more than a feature plan that isn't realistic and wastes team’s time.

===

Fast forward to today, and all my planning starts with prototyping.

Prototypes that I can throw away and rebuild in 15-30 minutes without wasting anyone else’s time.

In one day, I’m now able to try different ideas and see their limitations instantly.

===

All planning now starts with “What if we….” 

Instead of scoping all restrictions in advance, I can use my imagination and step-by-step move towards something feasible.

===

Startups no longer need to settle for quick and dirty.

Testing ideas beyond the safest choice is no longer the bottleneck for building the best product.

SaaS customers win.

They get much higher-quality products.

taplio

The Battle

Alexander Estner

Toni Hopponen

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Performance ScoreAlexander Estner's LinkedIn Performance

Performance ScoreToni Hopponen's LinkedIn Performance

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taplio

The Battle

Alexander Estner

Toni Hopponen

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Alexander Estner's LinkedIn Performance

Performance ScoreToni Hopponen's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreAlexander Estner's LinkedIn Performance