Emilia Korczynska

Passionate about SaaS product growth, and both the pre-sign up and post-sign up marketing. Talk to me about improving your acquisition, activation and retention strategy. 


Head Of Marketing

Doing all it takes to get more Product People over the code barrier with our code-free Product Adoption, Marketing & Experimentation Platform:  
Designing, developing and implementing a marketing strategy that ensures higher visibility 
Leading our stellar content team 
Implementing and driving a paid ads strategy to diversify customer acquisition. 
Driving funnel growth
Implementing an email marketing strategy 
Identifing and testing new acquisition channels
Overseeing, training, and coaching team members

Warning to all companies running LinkedIn ads to large audiences: your match rates may be inflated ☠️ We saw a “>90%” match rate of one of our largest audiences pushed from Hubspot, only to discover the number of companies inside the audience was only about ~33% of the Hubspot list. To make it even worse - when I inspected the matched audience on Linkedin and compared it to the original Hubspot audience - there were some strange companies that were simply wrongly matched (we definitely weren’t planning on targeting South African Post office…) 

So from now on, a weekly exercise: 

🥇 Cross reference our target audience with the matched audience on LinkedIn in Claude Code (exporting the list of companies from Linkedin gives you only the Company name + LinkedIn URL, so we will be pushing the audience with all the params from ZenABM’s API to Claude directly) 

🥈 Build an exclusions audience from the badly matched companies 
Excluding them from all campaigns in ZenABM 

🥉 ALWAYS have the LinkedIn URL in the audience to improve the actual match rates 

LinkedIn never fails to surprise me 🤷‍♀️

VP of Marketing @Userpilot. Author @ Product Rantz.

What a scary time to be alive: at 9:44 pm, when I was heading out to the gym (I know, I know) I suddenly (gasp) remembered I promised to send the deck (about The Most Cost-Effective Ways to Reach Your Buyer Groups on LinkedIn) 
for an event I’m talking at by the end of the week. With 2 hours 16 minutes left till the end of the week, I’d normally drop everything and start (frantically) putting my power point together, but this time - which my jacket already on - I just dumped a few instructions (some of which were from voice notes) to Claude Code (asking it to analyse exported ad performance reports, compare TLAs to other ad formats in terms of eCPC, CPM and eCTR, and write up a report + best practices for writing effective TLAs based on the top & bottom 25%) and then instructed Cowork to access the output file when it’s ready and generate a presentation similar to the one I did below, on the topic, including (here I blabbered about a few slides I wanted.) 

I left it and went to the gym. 

40ish minutes later, the presentation was waiting for me in power point. The content was good, but a bit too wordy, and the design was horrible - so I uploaded it to Gamma and asked its AI to shorten & prettify it. 

It did. I still made some manual tweaks (which I probably wouldn’t have had to do had I spent more than 90 seconds prompting in the first place - but hey, I already had my jacket on…) but altogether - it let me do the previously impossible. 

I know this is a very unsophisticated use case and that all of you are cutting cancer with Claude Code here - but the original data analysis, creating tables, graphs etc for this presentation would have previously taken me the whole day. It would be “Sunday-ruined” kind of hostage situation for me. 

The whole point is that this is now possible for the unsophisticated user. Upside? More time for life…but obviously there’s also the downside: the forever-increasing productivity treadmill: shouldn’t I have instructed my army of agents to do three decks for me at that time? Or maybe that and this post? And a blog post and a report? But if I did - who would be reading all this? (other agents? 😬)

Unfotunately my most productive teammate's name is not Claude* 😶  In February, they:  prospected 17,000 accounts and 23,345 contacts, researched and analyzed intent signals from the CRM, websites, and third party data sourced to create summaries for each company & contact;

- scored them for outreach 

- wrote unique email and Linkedin message for each contact

- sent 30,718 emails and 236 Linkedin messages

- Created bespoke PDF guides with advice on improving product adoption rate, user onboarding, user activation, or another problem the prospect was struggling with - personalized to their company use case (ok, that was their little brother Claude)

- Got 58 positive replies 

- Drove a bunch of demos, QDs and six figures in pipeline

And they get paid only $1850 per month.

That's impressive for a 8-month old (this is how long it took to build this system - using Clay + OpenAI api, because Claude Code wasn't there when we started). 

Congrats to Bilal Ahmad 艾一鸣, the father of this marketing genious.

Ok this is probably the most mind-blowing case of TLAs *smashing* on Linkedin I’ve ever seen - which made me totally reconsider our own ABM ad strategy & reprioritize demand gen plans: $0.15 cost per Landing Page click (! - 66 x cheaper than image ads!) and…$ 0.02 /engagement; … 169,571 impressions (CPM… $2.31) , 18,113 engagements and 2,669 clicks to LP (1.57% average CTR to landing page, 10.68% CTR)…all for only…$391 🤯 Audience? Senior SaaS executives (mainly CFOs, CEOs etc.), global audience (US + UK + DACH/Western EU). Several meetings booked. TLAs drove 83% of all website clicks for under 6% of the total ad spend - I told them to hold their horses until the data syncs and they can tell if the conversions were influenced by TLAs only, or have been influenced by image ads and carousels too…but when the company-level engagement results came in (from ZenABM) - the demos were all influenced by TLAs only. Needless to say, other ad formats (image & carousel ads) had to go. 

STORY TIME: 👇 The co-founder of Valueships (Krzysztof aka the “pricing guy” & the only person who actually closed a deal at my wedding except my husband) has been building amazing content & personal brand on Linkedin + conferences. But being the smartest guy in the room doesn’t scale - Kris had to sometimes hop between 3 countries in 2 days 😂 so I’ve been pushing them to try Linkedin ABM, and finally Valueships’ Head of Growth, Aleksandra, launched their ABM campaign - here’s how it did: 

Top 3 TLAs: 
🥇 - 20.92% CTR, 4.69% eCTR (= clicks to landing page/ impressions) 1,394 clicks, $0.10 CLCP - “Millennials: 'skinny jeans are still cool!' (they're not); SaaS: 'seat-based pricing is still cool!' (it's not)”

🥈- 21.03% CTR”, 3.02% eCTR, 141 LP clicks, $0.02 CLCP; “In a single month, Amos Bar-Joseph from Swan AI (just raised $6M) paid Anthropic $51,217. If Antropic did seat-based pricing like most SaaS co's, how much would they be able to charge?"

🥉- 8.46 CTR, 2.29 eCTR, 463 LP clicks, $0.10 CLCP - “As I'm sadistically bashing software companies for pricing mistakes, I couldn't let it slip. Jenna Alburger did a great job in smashing Netflix, and I spin it for myself as well:” 

👉 Full case study: https://lnkd.in/eiCSiPhh

Key patterns for the top 3:
- storytelling/humor hook (skinny jeans, real company example, Netflix teardown) - never direct product pitch
-  real companies with real numbers (Swan AI, Anthropic $51k, Netflix)

Lessons? 

Do:
✅  real people, companies, products + real data/results
✅ Write in 1st person, admit mistakes
✅ Short punchy hook ≤2 lines 
✅ Open with paradox/ specific number
✅ mention specific pain 
✅ Deliver value before any CTA (in P.S./ soft offer (but DO put the link in)

Don’t:
⛔ pitch slap, open with generic "We're excited to announce we’ve been featured in Gartner report”
⛔ Write in “brand voice” rather than *your* voice / 3rd person
⛔ no value, make it about your product/features

*Ugly cry* - after 4+ hours of debugging what the heck was going on with our LinkedIn account (first 40% match rate showing as >90% match rate, then newly pushed matched audiences *not* building at all since...Thursday last week), talking to 3+ support reps, re-allocating budget and even pausing some of our campaigns...our Account Manager finally responded (what we already heard down the vine...on LinkedIn...but from Linkedin ad experts, not  LinkedIn!)

This is *not* how you handle an outage/bug. This is how you lose your user's trust, confidence and...budgets. 

Because seriously - I was on the verge of re-allocating a significant chunk my (let's face it - very significant) monthly budget to other ad channels for the rest of the month. 

It takes <10 seconds to deploy an in-app banner (ekhm, with Userpilot, it takes <5 seconds 😉 - you can build these in-app announcements for free for 14 days here: https://lnkd.in/ej74TitF) informing users you have a problem. 

Everyone experiences bugs. It's not about eliminating them - it's about communicating them well. The users are a lot more forgiving when you do, then we you're trying to keep poker face and pretend it's business as usual. 

It's not. You're gambling with your users time. 

That never lands well.

Spotted in my area. Gives Series A B2B SaaS website navigation menu, no?  👀

For anyone I've ever "ghosted" on LinkedIn after you've asked me to pick my brain* about something related to ABM/LinkedIn ads  - A) I'm sorry B) If I'm still not getting back to you (my inbox is a mess) - then this free chatbot by ZenABM** (link in the comments) is the second best - you can ask it anything related to Linkedin ABM, and - unlike me - it will respond instantly. Aaand it also contains the knowledge from such LinkedIn ads legends as Tim Davidson, Veronika Vēbere or Maximilian Herczeg - so each of your questions will be answered by several experts at once. Unlike ChatGPT - it's generating responses based on the expert's Linkedin posts, TLAs and webinar transcripts. Enjoy! 

*as long as it wasn't a "quick question" preceeding a sales pitch - then thischatbot will definitely not buy from you either 😅) 

**is building this chatbot my husband's way to say I should be spending less time on LinkedIn? Michal Jackowski 🧘‍♀️, thoughts? 🤔

A founder I work with almost gave up on outbound because of this LinkedIn post. Instead of targeting tens of thousands of accounts - why can't we just 10x our conversion rates? Instead of 0.35% meeting booking rate - why don't we turn in into 3.5%? My recent post about our scaled outreach results has caused such a stir it may be soon turning into a meme 😅  My five cents: most people have ungodly expectations of their campaigns (be it cold outbound, Linkedin ads, or landing page conversion rates) based on some anecdotal campaigns from LinkedIn posts nobody saw any receipts for... 

Some people assumed it's 'spray and pray' - and maybe I wasn't explicit enough that the system takes 100s of contact level and company level properties ("signals" - from our CRM, organic website visits (RB2B/Vector 👻), tech/competitor usage via BuiltWith, Linkedin ad engagements from ZenABM, product launches and company news from Apify etc.), scores them for the most relevant and timely ones, and crafts a bespoke, unique message to each prospect - offering a resource tailored to their use case, company and role. 

Even with that level of personalisation - and waterfall contact data enrichment from 7+ providers, multi-threading, multi-step and multi-channel outreach (email via Smartlead and Linkedin via HeyReach.io) - I am not expecting meeting booking rates or even positive response rate > 1% anymore. I know my industry, I know the persona, and I know how "easy" it is for us to decipher a strong enough intent signal. So many people have tried to beat it - but this is the reality for us. 

Some people will miss the message. 
Most people will be too busy. 
A lot of people will just have "other priorities" and won't be interested even in a free resource/consultation. 

But if someone can prove me wrong and get us 35 positive responses from a 1000 prospects then I'm all game for it 😅 submit your applications for a free POC in the comments, I'm always in the market for that!

Unless you've been living under a rock - you've been probably having FOMO about how you can use Claude Code (the coolest kid on the block) in your work. And for a good reason: 

I'm not gonna lie and pretend I fully understand how PMs juggle so many tasks in their scope - but what I understand is that I would never want to be a product manager because of how stressful and complex the work is and how much multitasking and context switching it requires.

As Ron Yang wrote in his recent post, a lot of this can be now alleviated by Claude Code (Ron kindly shared his Claude skills for PMs for free - I've linked to his repo below), so it's definitely something I wanted to dig in here as well: 

How can Product Managers use Claude Code to streamline their work?

Most PMs still use AI like a chatbot: ask a question, get an answer, move on.

Claude Code flips the script. 

Instead of one-off prompts, you build repeatable workflows that run on your own context: files, docs, notes, transcripts, and data.

That means the AI isn’t just helping occasionally - it becomes a layer that orchestrates knowledge work.

Instead of juggling multiple tools & context stitching, you can create workflows that:

- pull context from your files
- run structured analysis
- generate outputs in the format you need
-  save them back into your system.

The hype is real because the shift is so powerful:

Don’t just ask AI questions - build your "second PM" that will be working 24/7 for you. 

Check out the post below for 4 ways PMs are actually using Claude Code - based on interviews with Teresa Torres & Sachin Rekhi that I came across on YouTube!

Hey folks, Unless you've been living under a rock - you've been probably having FOMO about how you can use Claude Code (the coolest kid on the block) 

Open article: Claude Code for Product Managers ☀️ by Emilia Korczynska • 4 min read

"If you're tired of London, you're tired of life." - the main reason why I moved to London was because I wanted to go to more tech events and build a network. To say it worked is like to say nothing at all. I'm learning so much from peers in the best way for me, and get to share my learnings too - this time, I will be talking about the most cost-effective ways to reach your ABM target audience on Linkedin at Reachdesk x Demand Gen London event on the 18th of March - mark your calendars & sign up in the comments!

Tom Hunt

$3.6m ARR. $0 raised. I have no idea what I'm doing.

Jan 2014.

I'm walking home from a depressing New Year's trip to Oslo with an ex. girlfriend.

It's raining in East London.

I made a decision:

I would replace my management consulting salary (£42,000) by the end of the year.

I had no idea from where, but that was the goal...

I just about hit it and left the corporate world.

And I haven't been back since.

Fast forward a decade and I've:

- Tried and failed with 17 businesses
- Invested in 11
- Learnt a LOT

The one that is finally working is called Fame:

- We have a weird culture (in a good way)
- We start and grow podcasts for B2B businesses
- We are fully remote and have 75 full-time team members

I live for our awesome team at Fame, building businesses and great marketing.

And I post about them here 🤗

Founder & CEO

We start and grow the world's most profitable B2B podcasts.

Clients include:

👉 IDEO
👉 Workday
👉 HighRadius
👉 People.ai
👉 Zendesk
👉 Bevy
👉 Circle
👉 Suzy
👉 Mazars
👉 LeanData
👉 CXL
👉 Ramp
👉 Alibaba
👉 Signify
👉 eToro

Fully remote is a hill I will die on:

- I work from my sofa, an apartment in Rome or a desk in Shoreditch

- The flexibility means I can work 10 hours a day, spend time with family, exercise and see friends

- My job as CEO is to make great decisions, to do that I need energy and focus

- If we had to pay for an office, we would have to charge our clients 2% more (instead we provide them a more valuable service)

- We can hire the absolute best person for the job, regardless of where they live

- Team members work where they want, we track their outcomes not their location


Fame has 80 team members across 13 countries.

Long live remote work.

$4.5m ARR. $0 raised. I have no idea what I’m doing.

Being easy to work with is a skill.

It’s honed with practice.


I call it, being a Working Legend.

Here’s how you do it:

 - Seek feedback
- Be collaborative
- Own your mistakes
- Respect others’ opinions
- Maintain a positive attitude
- Don’t take credit for others’ work
- Offer solutions, not just problems
- Respond quickly to simple requests
- Don’t pretend to have all the answers

What am I missing?

How I used to define winning:

- A new car
- 12-hour workdays
- Raising a big seed round
- Getting featured on Techcrunch


How I define winning now:

- Sleeping 8 hours
- Sweating every day
- Walking the dog, listening to podcasts
- Slow and steady growth in monthly cashflow


Enjoyment > ego

Too many businesses are demanding RTO.


They need to stop.

Here’s why:

Remote work retains employees.

If your team can work from anywhere:

- Loyalty skyrockets
- Productivity increases
- Motivation goes through the roof

And you have the +$10k per month you were spending on an office, to invest back into them:

- Training
- Bonuses
- Quarterly offsites

Because it's not just about convenience.

It's about respecting their:

- Autonomy
- Responsibility
- Life outside of work


If you're considering this…

Stop.

Going remote isn’t a fad.

It’s an employee retention strategy.
And retained employees = retained customers = growth.


Retention is the foundation of growth.

And remote work strengthens the most important part of that foundation...

Your people.

Agree?

I own all of Fame.


At any point, I can cash out and sell for life changing money.

You can always find a buyer when EBITDA is growing.

No investors
No board approval needed
No lengthy legal negotiations

I keep running it because it's fun (and challenging).


My advice?

Build a business that's fun (and challenging).

Not one you're trapped in.


This is why you don't raise money. 

This is why you build Cash Machines.

We have 77 full-time team members scattered around the globe.


Building a remote team sounds simple, but the biggest headache is the tech gap.

Most founders do not see these real operational challenges coming.

I spent a decade building businesses, and the move to fully remote with Fame was a massive learning curve.

People talk about the freedom of remote work, but nobody tells you about the friction that quietly damages your culture before it even forms.


When you hire someone new, they need to feel like they are part of the team from day one.

If they sit around for a week waiting for a laptop to arrive, you have already lost that initial momentum.

It is a practical nightmare getting reliable kits to people fast without it becoming a full-time job for your operations person.


Then there are the hidden costs.

Buying hardware upfront is a massive cash drain.

Every pound you lock up in a laptop that depreciates the second it leaves the box is a pound you cannot spend on a big hire or a new growth experiment.


I realised we needed to stop buying stuff that rots on our balance sheet.

We use Raylo to remove this friction.

- It takes 60 seconds to set up a subscription, we pay £0 upfront, and the tech arrives the next day.

- They just launched the new Apple MacBooks for pre-order, and they start shipping from the 10th of March.

- We get flexible terms for our team, and we upgrade for free so we are never stuck with outdated kit.

Running a remote business is challenging.

But Raylo offers a reliable way to get team tech and ensure they feel valued from day one.

You keep your capital for growth.

Brand partnership • $4.5m ARR. $0 raised. I have no idea what I’m doing.

He sold his startup for $15m.

On paper, it was a roaring success.

His take home?

$500k.


How?

- 4 cofounders
- $3.5m raised

He spent most of his time raising money, humouring investors and "scaling the GTM function".

All for what turned out to be a below-market-rate salary whilst working in the riskiest role of his life.

This time round Alex is doing things differently.

$5m ARR boostrapped.

Focusing on:

- Making customers happy
- Optimising EBITDA
- Running lean

And taking home approx. $2m per year.

Build for freedom, not exits.

Agree?

- An in person podcast recording
- Joining a community for an event I'm speaking at
- 1 guest blogging request
- 2 remote podcast recordings
- 3 invites to person events
- 4 internal improvement proposals
- 16 podcast guest requests
- 47 blocked calls
- 56 sales pitches


^^ everything I said no to in February.

Why?

They aren't in the plan.

And every second not spent on the plan, not only slows down the plan.

But reduces the chance that the plan will be completed.


We have to remind ourselves every month:

Keep the main thing the main thing.

Focus.

“Wow, looking back at myself on Monday, that guy was a total idiot”

This is the key.

Being able to look back at the previous you and being like “Wow, what a stupid person he was”.


I love the whole “resistance is true north” from Steven Pressfield’s “Turning Pro”.

But I love this more.

I call it your “Self Idiot Rating”

E.g. for any previous time period, how much of an idiot were you?


Most people can say they were an idiot a decade ago...

Most months, I can say I was an idiot 1 month ago.

The fastest-moving people can say they were an idiot this morning.

Those are the people I like to bet on.

I wasn't sure what to expect.

This big +6ft guy walking around the bar towards me in Shoreditch House.


It's 3 years ago and I'm meeting Nigel for the first time.

The first thing I notice?

This is an intense bro.


Fiercely competitive and deep into self improvement. I knew he was going to do big things.

Since then we've met many times, recorded a podcast and I've watched him build an epic community of agency legends at Undeniable.

So when he reached out to ask me if I would speak at Undeniable London, it was an easy yes.

Then he asked me to talk about something  unusual: how we've built a $5m ARR agency with $0 raised.

But not from the marketing/sales/growth side... from the ops/HR/leadership side.

Stuff I don't normally share.

(Because it's the secret sauce.)


F*ck it, I like Nigel, so I'm gonna share it all:

- How we find a-players
- Leadership team structure
- Running remote ops for 80+ people


50 agency owners in a room for 2 days. 

Pumped.

Link to join us is below, I'm told there is a few tickets left 👇

In hindsight, it makes a lot of sense.

Take a product marketer, mix them with a software dev, and you get a SaaS for marketers (that’s growing through PLG).

Senja helps you collect testimonials from your customers, it’s fully bootstrapped, and just hit $1m ARR.

It’s also throwing off decent amounts of cash.

🤑


Here's the timeline:

- Jan 2022: Launch
- Dec 2022: $1,000 MRR - 11 months post-launch
- Jul 2023: $7,500 MRR - Ramen Profitability
- May 2024: $30,000 MRR - Scaling
- Oct 2024: $50,000 MRR - Breakthrough
- Nov 2025: $83,333 MRR - $1M ARR

Find out:

1. How they're doing this
2. What they're spending the cashflow on

In this Saturday's edition of Cash Machines 👇

It's 2013 and I'm sweating.

We're about to walk into the Dragons' Den...

In male leggings.


Piers is there waiting for us.

Let's just say he isn't impressed.


13 years later, I join him and Aalok on the Implement AI pod to reminisce about that pitch... and talk AI.

Full episode is linked below (along with the Dragons' Den pitch) 👇

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The Battle

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