Alexander Theuma

Founder and Editor-in-chief

BackFuture

Having built the largest SaaS Community in Europe and expanding into US and beyond with SaaStock I've made the move into Venture Capital to add further value to the early stage B2B SaaS founders with capital and pay it forward LPs, enabling the future of SaaS.

General Partner

SaaStock

Our mission is to accelerate the growth of AI & SaaS companies by helping them connect, adapt, and thrive in the AI-powered future of software.

SaaStock is the Community/Conference where SaaS founders and their teams master the shift to AI-native growth.
In an era defined by automation, velocity, and complexity, we bring clarity through world-class conferences, strategic content, and high-intent connections that drive real business outcomes.
Whether you’re building your first AI feature or rearchitecting your go-to-market, SaaStock gives you the frameworks, relationships, and energy to scale with confidence.

Founder

SaaStock Founder Membership (SFM)

A Private Members Organisation of SaaS Founders , on the journey to $100MM ARR, helping each other scale faster together through supportive peer groups, network and workshops

The SaaS Revolution Show

The SaaS Revolution Show is a weekly podcast for SaaS Founders who are on their journey to $10MM ARR+ We interview those that are doing it or have done it to share their lessons and advice.

Podcast Host

SaaScribe

SaaScribe is an online publication for the SaaS Startup Community by the SaaS Startup Community. The vision is to provide a forest of awesome content around B2B SaaS that will help those within the SaaS Startup community learn every day in the hope that we all become SaaS experts.

I also host a weekly podcast, The SaaS Revolution Show, talking SaaS with the leading lights of the SaaS Industry.

SaaScribe organises local SaaS Meetups and a larger event is in the works. Watch this space

Odin

Odin (Formerly Parallels Service Provider Business) is a worldwide leader in hosting and cloud service enablement. Odin enables service providers to rapidly launch and efficiently deliver the most profitable Cloud services by automating the delivery of the broadest set of solutions demanded by small businesses.

I was the Sales lead for our Odin Service Provider Automation platform, focusing on new strategic opportunities, within Northern Europe.

Key Account Manager - Strategic Accounts - EMEA

SIPhon Networks

SIPHON focuses solely on Unified Communications (UC) technology and specifically addresses innovative new solutions that deliver significant value to our customers in terms of increased revenues, improved efficiency and cost reductions. We do this by combining world class solutions from key technology vendors in the advanced VoIP and UC marketplace and by delivering a very comprehensive Consultancy and Services package with each product delivered. We have developed strong relationships with our technology partners and each partner is a leading player in their technology domain allowing SIPHON Networks to offer multiple best-in-breed solutions. 

SIPHON = Unified Communications Innovation & Delivery

I was responsible for multiple core network products and service sales (Acme Packet, Broadsoft, IPTEGO, Leonid Systems)

Sales Manager

Applied Communications

Applied Communications offer Business Development and Professional Services to Vendors and Carriers who wish to establish or enhance sales presence in EMEA. Applied has a proven team in starting new vendor business in Europe and has specific expertise in IP and SIP based technology. We offer flexible work packages and have competence across sales, technical sales, engineering, project management, training and recruitment. Our commercial model is directly linked to performance and results and we are already adding value to several technology vendors and carriers, today.

Covergence

Sales Manager for Northern Europe for Access Edge Session Border Controller Vendor, Covergence Inc

Sales Manager Northern Europe

NexTone

NexTone were a Session Border Controller Vendor at the vanguard of VoIP peering. I was responsible for Inside Sales for EMEA.

Inside Sales Manager

Helping SaaS Founders grow their businesses to $10M+ ARR

I started SaaStock in 2015 with a simple idea: give SaaS founders a real space to connect, learn, and scale faster–together.

Fast forward to today: SaaStock has become the global home for SaaS founders who are serious about growth.

We've hosted thousands of founders, VCs, and execs from Dublin to Austin, from seed stage to unicorn. We’ve built a community that doesn’t just celebrate scale, it shares the hard truths, the breakthroughs, and the lessons you only get by being in the room where it happens.

Before SaaStock, I spent 11 years in sales, getting my hands dirty, chasing targets, closing deals, and learning what real GTM pressure feels like. That experience taught me: there’s no shortcut to growth. You need the right people around you, the right mindset, and a willingness to evolve — especially now, in an AI First world.

Today, I'm focused on three things:

Growing SaaStock across Europe and the US as the leading platform for SaaS founders.

Building a new generation of founder-driven, AI-enabled companies.

Using the SaaS Revolution Show Podcast to tell the real stories — the wins and the war stories — from the frontlines of SaaS.

SaaS is changing fast.

I'm here for the builders who want to change with it and win.

If you're scaling a SaaS company, or investing in one, let's chat.

Our purpose is to make a real difference to the lives and companies of the SaaS community

Most SaaS companies fail within the first three years due to lack of runway, lack of product market fit and lack of founder experience in managing a business.
SaaStock helps B2B SaaS Founders on the journey to $10mill ARR supercharge their growth by connecting founders with VCs to help extend runway, learn from industry experts and build pipeline.
We do this through or Physical and virtual conferences, our founder membership program, SaaStock local community gatherings and media.
We are the only media and events business that focuses on SaaS founders scaling to $10mill ARR. This focus enables us to provide the highest quality events, content and connections
For founders in this stage of their journey.


Linkedin reminds me today its 10 year anniversary of SaaStock.

10 years since i took the leap to become a first time founder and creating an event and community business, something i’d never done before.

The first SaaStock was magical whilst it filled me with anxiety throughout.

Timing was everything. 

We’ve had tailwinds and faced headwinds.

10 years of growing the business, building a team, expanding internationally.

Showing up every day.

2 years during covid of trying to survive and providing value to our community when there was no in person. Never giving up.

Seeing some new products fail.

Seeing SaaStock Founder Membership (SFM) deliver value.

Working with amazing colleagues present and past.

10 years of looking forward to tomorrow on a Sunday night.

10 years of some exceptional memories and friendships forged.

It’s been hard. It can be exhausting. I’m getting some grey hairs (probs just age). I’ve put on weight, i’ve lost weight.

Yet the Why we do what we do. The purpose is so compelling and rewarding. I feel like I have the best job in the world (most days).

And whilst Linkedin says 10 years. It’s really day one again.

We’ve re-imagined SaaStock. A new program centred around 1:1 meetings and peer to peer learning.

It’s just the start of a new era at one of the most exciting times in B2B Software.

The fire is just as bright as it was 10 years ago.

Love to all our customers and SaaStockers over the years. I’m ready to build the future with you.

Running the largest 1:1 Meetings event in AI & SaaS

SaaS is dead!

Unless you’re actually building it.

Last night I sat at a table of SaaS founders where "dead" looked more like “doubling.”

One founder — fully bootstrapped — was at $8M ARR in April.
 Last night? $13M ARR.

Another I hadn’t seen in a year.
Now sitting at $16M ARR.

No outside capital.
No hype cycle.

Just leaning into tailwinds, building systems, and shipping value.

Add in founders at $5M ARR, $7M ARR — same story:
Quiet execution > loud predictions.

It’s funny — people keep declaring SaaS over.

Meanwhile, the builders I know are compounding.

There’s nothing better than breaking bread with founders who are doing the work.

JSESSIONID

(7) Post | Feed | LinkedIn

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We just closed our first ever 3-year deal.

10 years of SaaStock. Thousands of sponsors.
But never this.

Sure — we’ve always had loyal partners. Some have come back 7 or 8 years in a row, no questions asked.

But every time we tried to turn that into a multi-year commitment…
it ended up becoming “let’s just renew next year.”

So what changed?

The product changed. Not the pitch. Not the deck. The product.

Our Hosted Meetings program delivered more value — faster — than anything we’ve ever built.

Not for everyone. But for the ones it works for… it really works.

This customer ran 20 hosted meetings at SaaStock Europe last month.
They closed deals on site.
They got instant ROI.

And that’s why they just committed to:
 🔥 300 hosted meetings over the next 3 years
 🔥 at this year’s rate
 🔥 locked in

A 3-year deal wasn’t something we pushed.

It was something the results pulled into existence.

Product > persuasion.
Outcome > optimism.
Proof > promises.

On to the next one. 🙌

Look who's talking.

Or should I say speaking at SaaStock USA 2026, next April in Austin.

We've just published the first 10 speaker drop and I hope you like it as much as I do:

Manny Medina, Co-founder & CEO, Paid
Nathan Latka, Founder & CEO, Founderpath
Kady Srinivasan, CMO, You.com
Krish Ramineni, Co-founder & CEO, Fireflies.ai 
Adam Robinson, Founder & CEO, RB2B
Colin Nederkoorn, Founder & CEO, Customer.io
Jen Igartua, CEO Go Nimbly
Tanay Kothari, Co-founder & CEO, Wispr Flow
Richard White, Founder & CEO, Fathom
Anne Giviskos, SVP - Strategic Finance Leader & CAO, Navan

A mix of Unicorn Founders, $100M ARR companies, Bootstrappers and VC backed businesses. GTM & Finance leaders and dare I say influencers.

Something they all have in common? They are building the future of B2B Software.

I'm also a customer of 5 out of the 10, which had nothing to do with their selection.

Join me in the front row for their sessions at SaaStock USA in April, as well as Meetup our 1:1 meetings program and Tabletalks, our peer to peer learning program.

Save the dates, get your tickets, learn and meet with the best at SaaStock USA 2026.

WebTmize

We are a digital marketing agency consisting of 25 passionate digital marketing specialists. We offer Paid Media, Paid Social, SEO, web development, analytics and data science services to e-commerce and SaaS businesses.

Webtmize’s current purpose is centered on helping e-commerce and SaaS  companies achieve their full potential through performance marketing strategies.  
The emphasis is on achieving business goals, driving client success, and maintaining our core values.

Founder & CEO

SEM Pros Agency

Led the paid/organic search and display division at SEM Pros.
Took part of an exclusive Google Premier Partners Advisory Council.
Business development through trade-shows, presentations to prospects and networking events.  
Managed client relationships
Hired and trained an internal team 
Managed AdWords, BingAds, Facebook, CSEs & DBM client accounts
SEO site audits and on-going SEO management
Ensured that the web and mobile analytics software is properly implemented while eliminating data gaps and aligning with marketing goals as well as recommendations on key performance indicators and tagging requirements

VP, Head of Search Marketing & Programmatic Media

Freelance

Digital Marketing Consultant

Beyond the Rack

- AdWords Display
- Programmatic media buying on DBM & DCM 
- Media selling through DFP & ADX 
- Universal Analytics
- SEO

Digital Marketing Manager

SSENSE

SEO/SEM Team Lead

SEO/SEM Specialist

Pacific Programming and Tech Inc.

Front End Web Developer

iCongo

SEO Internet Marketing Inc

Web Developer

We help high-growth DTC and SaaS brands scale profitably through precision performance marketing.

With over $40M in ad spend managed and 17+ years in digital strategy, I lead a team of specialists across Paid Media, SEO, Web Development, Email Marketing, and Data Analytics all aligned around one goal: measurable growth.

As a Google Premier Partner and Meta-certified agency, we’ve supported brands like Browns Shoes, Linen Chest, Sleep Country, and CCL Industries with full-funnel strategies that drive ROI, not just impressions.

We integrate data, creative, and technology to design performance systems that don’t just look good they convert.

Whether you're a founder, CMO, or agency partner, I’m always open to strategic conversations.

Let’s talk if you’re scaling and need a trusted performance partner.

Abdo Mazloum

If your cost per acquisition keeps creeping up while your return on ad spend flatlines, we’ve got to talk.
 
Yep, I mean it.

Because this isn’t just about ad creative, it’s about the foundation of how you’re acquiring and retaining customers.

Imagine a funnel that not only drives traffic, but also drives value.

Traffic you’ve paid for, turning into customers who come back. High ROAS, low CAC.

Let me tell you, I've been deep in accounts where CAC dropped 30% without touching budgets, and it came down to frameworks, not hacks.

If you’re running paid media and not seeing profitable returns, here’s the fix:

-> UGC-First Strategy — Lead with proof, not polish. Real people sell better.
-> Search Intent Sync — Blend Google search intent into Meta campaigns.
-> Offer Engineering — Low AOV or CVR? Fix the offer before the creative.
-> Retention-Driven Growth — Strong LTV turns CAC into a growth engine.
-> Funnel Optimization — Don’t scale ads if your checkout flow is losing conversions.

Cutting CAC and boosting ROAS isn’t about systems, sequencing, and data. 

If your current setup doesn’t tell you why ROAS is dropping, it won’t tell you how to fix it either.

Follow Abdo Mazloum for more eCom ad strategy breakdown

Helping 7 to 9-figure eCommerce brands achieve 3-7X ROAS with a Data-First Growth Architecture | Founder & CEO @ WebTmize | $40M+ Ad Spend Managed

Meta alone won’t carry you to $1M/month. It’ll burn you before you get there.

I’ve seen this play out too many times.

Every scaling brand I’ve seen that collapsed had these things in common: 

- Media dependency
- No Google, no email, no LTV strategy, 

It's just a ticking time bomb of cold traffic.

What does it mean?

Cold traffic is expensive, and Meta doesn’t get cheaper at scale.

Relying on it alone is like sprinting with a blindfold on.

You move fast. You feel momentum. But you can’t see the cliff edge until you’re already falling.

Here’s exactly what I see how $1M/month brands play a different game:

1-Build a Scalable Creative Engine
-> Fresh, high-signal creatives every week to consistent performance at higher spend.

2-Strengthen Your Offer Structure
-> Increase AOV with bundles, tiered upsells, and subscription mechanics that enable scalable economics.

3-Fix the Store Experience First
-> Run monthly CRO cycles to lift CVR scaling paid traffic without a tuned store kills ROAS instantly.

4-Balance Acquisition Channels
-> Diversify into Google Search, Performance Max, and YouTube so Meta isn’t carrying 100% of the load.

5-Develop a Retention System, Not Just Flows
-> Segment customers, engineer repeat journeys, and lift LTV, because stable retention is the only way to scale cold traffic profitably.

The brands that scale past $1M/month don’t just spend more. They spend smarter across a system designed to hold scale without leaking margin or momentum.

Follow Abdo Mazloum for more eCom ad strategy breakdown.

Scaling your E-commerce brand profitably feels like trying to juggle fire. And every ball you drop burns cash.

That tightness in your chest when you check inventory?

The dread of “sold out” versus the terror of dead stock?

That's NOT a marketing problem? It's a founder problem.

You're not just scaling ads. You're scaling:

-> An operations monster that threatens your cash flow.
-> A team you're scared to grow too fast.
-> A brand identity being diluted by short-term performance

You lie awake wondering:
“Am I building an asset, or just a stressful job with a fancy title?”

Most agencies see your ad spend.

I see the foundation cracking beneath you.

What you actually need is a profit system that shows:

→ Real-time contribution margin per SKU
→ True customer LTV, not pixel guesses
→ When to reorder before cash locks in dead stock

We built that system for Browns Shoes, Pajar, and Nuknuuk.

Brands that stopped chasing growth and started owning it.

You became a founder for freedom, not this relentless pressure.

If you're ready to trade chaos for control, the blueprint exists.
DM me "SCALE".

Let's talk about building a business, not just running ads.

“There has to be a roadmap to higher margins & full control over my E-commerce growth? I can’t continue like this.” Translation: You’re chasing more traffic when you actually need structure
 
After 17 years in performance marketing, here’s how I see it:
 
Paid Search & Paid Social: Where you buy intent.
SEO: Where you make that intent cheaper
CRO: Where you stop leaking the traffic you paid for.
Email: Where you don’t have to re-acquire. buyers
Analytics: What turns everything into a predictable growth system.
 
That’s the 5 touchpoints of predictable eCommerce growth.
 
Miss one and you get what most Shopify founders complain about:
 
Traffic with no sales
Sales with no profit
Dashboards with no clarity
 
Remember, it’s never about “ads and SEO.”
 
It’s about a consistent growth system that removes unpredictability and guesswork from the equation.
 
If your growth depends on a good week of ads, that’s fragile growth.
 
DM me PREDICTABLE and I’ll send you the breakdown we use with 7-figure brands.

Why does your ROAS freak out the moment you double the budget? 

Not gonna lie. I’ve seen founders scaling past $100K/month, and this drop-off in ROAS is almost always tied to systemic gaps, not media buying.

Here’s the brutal truth: 

It’s not the ads. It’s the system. 

And if you answered “no” to more than two of the questions below, you’re about to discover precisely what’s holding your scale back.

You’re pouring more dollars into paid traffic expecting a bigger return, but CPMs climb, CAC spikes, and ROAS tanks.

Sound familiar?

That’s because you’re scaling the wrong levers.

The formula isn’t “just add budget”, it’s about tightening the engine behind the ads.

Here’s what you must audit before you scale:

1. Are creatives refreshed before they tank?
2. Can your offer convert cold traffic?
3. Is your landing page built to sell, not just browse?
4. Do you know the real CAC, MER & profit?
5. Is AOV high enough to offset rising CAC?
6. Are Meta and Google balanced or lopsided?
7. Is retention (email/SMS) actually backing acquisition?

If more than two of those gave you a “no” or a “maybe,” then your ROAS slump isn’t about the platforms or the budget. 

It’s about the broken growth engine behind the scenes.

The budget isn’t the fix. A broken system is. Fix the foundations first, then scale for real profit.

Follow Abdo Mazloum for more eCom ad strategy breakdown

Every founder I met after $10M says the same thing: "We're growing, but it doesn't feel like growth."

They say it half-celebrating, half-panicking, and I get it.

Because behind the scenes, profit is flat, ops are strained, and the team’s just trying to keep up.

So what happens next? They push harder on top-of-funnel.

More ad spend. More traffic. More campaigns. But the ceiling doesn’t move.

Because the issue isn’t volume, it’s the system that wasn’t built to support it.

And what got you to $10M won’t get you to $30M.

Not because the tactics stopped working, but because the business underneath them didn’t evolve.

At this stage, you’re not just scaling revenue. You’re scaling:

A team that needs unified data to make smart, fast decisions.

A catalog that needs to earn a margin, not just take up shelf space.

Ops that can’t afford to break when demand spikes.

Cash that has to move cleanly enough to fund what’s next.

This is where growth becomes real.

Not louder, not faster; but more stable, more margin-rich, and more predictable.

If you're scaling and it still feels unstable, then it’s not a marketing problem. It’s a foundation issue.

Let’s talk about what the one fix you wish you had made earlier in your growth journey.

P.S.: Repost this, so it could help someone else reading this, too.

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The Battle

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