Fractional Growth Leadership For B2B Tech | Strategic Marketing Consultant | Dad X3

You're making the effort to read this 'about' section on me?

Well, then let me try to create some value for you right here, right now:

Successful Marketing for B2B Tech is about orchestrating 5 core challenges:

→ Continuously deepening what you know about your buyers
→ Crafting frictionless omni-channel experiences
→ Building a brand that will drive love term growth
→ Creatively, efficient and effective campaigning to impact the buyer journey in your favor
→ Organizing teams, tools, and processes to grow your revenue

It's a lot to take in. It's a lot to keep it all together.

A lot of research, experimentation, creativity, and analysis.

And you might be thinking: "A great product or service will sell itself!" 

And you might be right, sometimes. But then again, did you get to where you are today by winging it?

Or by carrying out your vision consistently, and building rigorously?

Don't "wing" your go-to-market, and don't wait to grow your market share.

Find yourself the right partner and get crackin'!

Brecht Vandewaetere

Happy new year everyone 🎉, wishing you all the best!!

Me, I just want 2026 to be another year of designing and building growth systems: for business growth and for personal growth ❤️.

If you want to have chat about either/both, always here to help.

Cheers,
Brecht

Growth Systems for B2B Tech | Co-founder at monrō | Building Dad Flow Community | Dad x4

Content Marketer | Helping you create content that converts 💰 | Managed over 100 projects with 95% satisfaction rate 💯

𝐇𝐞𝐫𝐞'𝐬 𝐭𝐡𝐞 𝐮𝐧𝐜𝐨𝐦𝐟𝐨𝐫𝐭𝐚𝐛𝐥𝐞 𝐭𝐫𝐮𝐭𝐡 𝐚𝐛𝐨𝐮𝐭 𝐲𝐨𝐮𝐫 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬:

You're spending thousands to acquire each customer.
Then you're losing ~40% of them within 90 days.

Not because your product is bad. 
Because you have no system to keep them.

You've built the front door. 

I build everything that happens after they walk through it.

𝐈'𝐦 𝐈𝐬𝐚𝐚𝐜.

And I've spent the last 4 years fixing the most expensive problem in SaaS and consumer tech: 

𝑪𝒖𝒔𝒕𝒐𝒎𝒆𝒓𝒔 𝒘𝒉𝒐 𝒔𝒊𝒈𝒏 𝒖𝒑 𝒃𝒖𝒕 𝒏𝒆𝒗𝒆𝒓 𝒃𝒆𝒄𝒐𝒎𝒆 𝒑𝒓𝒐𝒇𝒊𝒕𝒂𝒃𝒍𝒆.

While most marketers are obsessed over acquisition 
I obsess over what happens after.

Because that's where the REAL money is.

The difference between a company doing $2M and $10M isn’t better ads.
It’s:

→ 𝐁𝐞𝐭𝐭𝐞𝐫 𝐚𝐜𝐭𝐢𝐯𝐚𝐭𝐢𝐨𝐧 
→ 𝐁𝐞𝐭𝐭𝐞𝐫 𝐫𝐞𝐭𝐞𝐧𝐭𝐢𝐨𝐧 
→ 𝐁𝐞𝐭𝐭𝐞𝐫 𝐞𝐱𝐩𝐚𝐧𝐬𝐢𝐨𝐧

It’s having a lifecycle system that turns one-time users into:
repeat buyers, upgrades, and referrals.

They have a Frankenstein mess of random emails, late “save” attempts, and reactive fixes.

𝑰 𝒃𝒖𝒊𝒍𝒅 𝒕𝒉𝒆 𝒔𝒚𝒔𝒕𝒆𝒎.

→  Trials converting at 17–20%, not 8%
→ Churn signals identified before customers mentally check out
→  Power users consistently turning into your biggest accounts

𝐈 𝐰𝐨𝐫𝐤 𝐰𝐢𝐭𝐡 𝐭𝐰𝐨 𝐭𝐲𝐩𝐞𝐬 𝐨𝐟 𝐟𝐨𝐮𝐧𝐝𝐞𝐫𝐬:

1. B2B SaaS CEOs ($2–15M ARR) who’ve realized adding more leads won’t fix a leaky bucket

2. African tech founders who understand retention is the only real moat in crowded markets

…

If you’re still figuring out product-market fit, I’m not your guy.

If you already have users and want more revenue per user, we should talk.

Isaac Olukoya

I ran an experiment.

Stopped using Glovo over a year ago on purpose to study their retention system.

Then I counted the reactivation attempts:

Glovo: 35 emails + multiple push notifications
Others: 0

In the slides, I break down what Glovo is doing right and why it compounds over time.

But first, here’s what most people miss:

You can be #1 in market share and still not #1 in profitability.

Strong lifecycle systems don’t just “retain users.” 

They:

• Reduce acquisition pressure
• Improve rider utilization
• Increase customer lifetime value
• Strengthen unit economics at scale

Retention isn’t a marketing metric. 
It’s a profitability lever.

The businesses that win in 2026 won’t be the ones with the most downloads.

They’ll be the ones with the strongest economics built on users who actually come back.

Swipe through. Take notes. Build better retention.

…


Want to see what’s missing in your lifecycle system and how it could unlock revenue? DM me.

Lifecycle Marketing Strategist | Most companies burn cash acquiring customers then watch them leave | I build the system that makes them stay, buy more & refer.

The N2.4B Retention Playbook…

The hidden cost of 10 million orders


For context: Femi shared that Chowdeck delivered 10M orders in 2025 to 2.1M registered users.

Incredible milestone.
But the math tells a different story:

10M orders ÷ 2.1M users = ~4.8 orders per user/year

That means the average Chowdeck user orders once every 2.5 months.

For more context:

• Uber Eats targets 8-12 orders per user annually
• DoorDash power users order weekly

Chowdeck doesn’t have an acquisition problem.
They’re already #1 by downloads and order volume.

They have a frequency problem.

Here’s why this matters:

If each existing user places just one extra order in 2026,
that’s 2.1M additional orders at near-zero acquisition cost.

At ~₦3,500 AOV → ₦7.35bn in recovered revenue.

So where does frequency actually break?

From what I’ve seen across food & commerce platforms, it usually leaks in 3 places:

1. The forgetting curve

Users order once, have a good experience, then… forget the app exists.

Solution: Behavioral email triggers

⚫️ 7 days since last order: “Miss you! Here’s what’s new”

⚫️ 14 days: “Your favorite restaurant has a new menu”

⚫️ 30 days: Free delivery to bring them back

2. The discovery gap

Users order from the same 2-3 restaurants and never explore.

Solution: Personalized recommendations

⚫️ “Based on your love for [Restaurant X], try [Restaurant Y]”

⚫️ “New restaurants near you this week”
	
3. The silent churn

Users stop ordering and no one notices until they’re gone.

Solution: Reactivation campaigns

⚫️ 60 days inactive: “We saved your favorites”
⚫️ 90 days: “Here’s ₦500 off your next order”

Why most platforms miss this:
They optimize heavily for growth, not retention.

But the economics are brutal:

• New user CAC: ₦2,000–₦5,000
• Reactivation via email/push: ₦200–₦500

Retention is ~10x cheaper than acquisition.

As Nigerian food delivery apps expand into quick commerce, bills, and super-app territory, the winners in 2026 won’t be the ones with the most users.

They’ll be the ones who get existing users to come back more often.

Because at scale: frequency > acquisition.

…

What are your thoughts on this? 👇

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Why “Nigerians don’t read emails” is the laziest retention excuse in the market

——

After my Glovo post, I had about 20+ people who kept saying “Email doesn’t work in Nigeria”

These were founders, CMO’s and marketers. 

And they had no data to prove it!

So let me say this clearly:

I’ve sent 1M+ emails to Nigerian audiences across different industries.

And I can say Nigerians read emails.

They just don’t read boring, irrelevant, relationship-less emails.

When emails are written for humans not dashboards,20–40% open rates are normal on Nigerian lists.

When they’re purely transactional, generic, or sent with zero context?

You’ll be lucky to see 5%.

That’s not a Nigeria problem.
That’s a content and intent problem.

Most Nigerian brands only use email for:

– Receipts
– Password resets
– “Dear customer” announcements
– Random promos when revenue dips

No continuity.
No personality.
No relationship.

Then they conclude: “Nigerians don’t read emails.”

Let’s be honest.

In a market where trust is the hardest currency to earn, email should be doing the heavy lifting:

– Teaching
– Reassuring
– Staying top-of-mind
– Building familiarity before the next transaction

Instead, many brands only show up when they want to SELL something.

Meanwhile, here’s the reality of your audience:

The average Nigerian wakes up early, fights traffic, argues with a conductor, works a full day, comes back tired and mentally drained.

And your contribution to their inbox is… another cold, lifeless, “Dear Valued Customer” message?

Email doesn’t need to be unserious but serious doesn’t mean boring.

Your emails should feel like:

– “Oh, this brand gets me.”
– “This was actually worth opening.”
– “I like hearing from these people.”

When I don’t send emails to my own list, subscribers message me asking if everything is okay or when the next email is coming.

Not because I’m special.

But because I treat email as a relationship channel, not a broadcast tool.

SMS and WhatsApp are great for urgency.
Email is for memory, trust, and depth.

If you think Nigerians don’t read emails, ask yourself:

– Are you only emailing when you want to sell?
– Would you open the emails you send?
– Do your emails sound like they were written by a person?

Because the problem isn’t the channel.

It’s how lazily we use it.

…So no, Nigerians don’t ignore emails. They ignore boring, transactional, lazy emails.

The question isn’t do they read emails?

It’s: are you writing emails worth reading?

If you’re serious about retention, start treating your emails like relationships, not receipts.

——

Here’s one thing to do today: Pick one email you plan to send this week and ask yourself — “Will this make my reader smile, think, or act?” If the answer is no, rewrite it.

Uber driver this morning had 4.97 stars. I asked him how. 

His answer changed how I think about customer retention.

——

Jumped in an Uber this morning. 

Driver had 4.97 stars out of 5. Almost perfect.

So I asked: “How do you keep your rating so high?”

He said: “I just do small things. Water in the car. Phone charger. I ask if the AC is okay. I don’t talk unless they want to talk. It’s not hard.”

Then he added:

“Most drivers think the job is just getting you from point A to B. But passengers remember how the ride felt. Not just that it happened.”

You see, most businesses think the job is delivering the product.

But customers remember how the experience felt.

Not just that the product works.

Here’s what this Uber driver does that your business should copy:

1. He removes friction before you notice it

Water, charger, AC… handled before you think to ask.

Don’t wait for users to complain about onboarding being confusing. Fix it proactively. 

Remove friction before they feel it.

2. He adapts to each customer

Some people want to chat. Some want silence. He reads the room.

Power users need different emails than casual users. 

Segment. Personalize. Stop sending everyone the same thing.

3. He makes the basics excellent
 
Clean car. Safe driving. On time. Nothing fancy. 

Just excellence in the fundamentals.

Before you build the next AI feature, make sure your core product just… works really well. Consistently.

…

The result?

He gets more 5-star ratings.

More tips.

More repeat customers who request him specifically.

His rating is his retention metric.

And it’s better than 98% of drivers because he pays attention to the small things.

Your business is the same:

You can have the best features in the world.

But if the experience feels bad (clunky onboarding, slow support, generic emails) they’ll churn.

Customers don’t leave because your product is bad.

They leave because the experience around it is forgettable.

—-

Be the 4.97 star driver.

Pay attention to how it feels, not just that it works.


—-

What’s one “small thing” in your customer experience that you could improve this week? Drop it below, let’s make the list.

January 2nd, gym parking lot, 6:30am: Completely full.

"New year new me" energy everywhere.

January 16th, same gym, same time: 12 cars in the parking lot.

Half the equipment empty.

The "new year new me" people? Gone.

But here's the thing:

They're still paying.

$15/month. $180/year. For a gym they'll visit maybe 4 more times before guilt-canceling in May.

Your business has the same customers.

Signed up January 2nd with big energy:

"This year we're fixing our workflows!"
"Finally getting organized!"
"This tool will change everything!"

Logged in 3 times Week 1.
Once Week 2.
Zero times Week 3.

But they're still paying you.
Not because they're getting value.

Because:

"We might use it next month..."
"We already paid for Q1..."
"Canceling feels like admitting we failed..."

This feels like a win.

Recurring revenue! Low churn rate! Happy board deck!

It's not a win. It's a ticking time bomb.

Here's what those "ghost users" cost you:

→ They never refer anyone
→ They cancel eventually
→ They leave 1-star reviews
→ They destroy your engagement metrics 
→ They occupy support capacity 

6 months ago I did something most founders think is insane:

Day 14 of inactivity: "Hey, noticed you haven't logged in. Still working on [goal they mentioned at signup]?"

Day 21 still inactive: Offer 1:1 setup call

Day 30 still inactive: "It looks like this isn't the right fit right now. Want me to cancel your subscription? I'll make it easy."

My client's response: "Are you trying to reduce our revenue?!"

My response: "No. I'm trying to keep the revenue that actually matters."

The result?

30% of those inactive users said "Oh shit, I forgot about this!" and became active.

20% took the setup call and converted to engaged users.

50% canceled, but left comments like:

"Wow. A company that actually cares. I'll recommend you to [teammate] - this is perfect for their team."

Three months later:

Higher NPS. Lower churn rate (from engaged users). 

More referrals from the people who left happy.

And the revenue we "lost"? It was already gone. 
We just hadn't admitted it yet.

—-

Stop building a business on ghost users.

They're not revenue.

They're subscriptions you're renting from guilt.

100 engaged customers will always beat 300 paying ghosts.

——

What % of your MRR comes from people who haven't logged in this month?

(If you don't know the answer, that's your first problem.)

taplio

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Brecht Vandewaetere

Isaac Olukoya

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taplio

The Battle

Brecht Vandewaetere

Isaac Olukoya

Followers

Posts

Engagements

Likes

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