Entrepreneur, Start-ups lover, Growth Thinker

Obsessed with hard / valuable / fun problems

Robert Goncear

Our users kept referring people.

Knowing we had no way to reward them.

For months.

New users would sign up and tell us "a friend recommended Baseloop."

We loved hearing it.

But it also meant someone out there was bringing us customers, 

and all we could say back was "thank you."

No referral link to share.
No credits to offer the person they referred.
No payout for the one who sent them.

They did it anyway. Because the product worked and they wanted others to have it too.

That's the kind of thing you don't take for granted.

Today we finally made it official.

Baseloop's referral program is live for all users, powered by Cello.

Here's what it means for you:

→ You get a personal referral link inside Baseloop
→ When someone you referred becomes a customer, they get 2,000 free credits
→ And you earn $50

No hoops. No tiers. You share, they sign up, you get paid.

If you've already been telling people about Baseloop, now there's a link for that.

Shoutout to Ana Marie Nila Hernandez, FIA, Jesse Singer, and Glenn Perez for getting this integrated.

And big thanks to Cello for powering it.

Our AE makes 400 cold calls a day.

14% connect. That's ~56 live conversations.

After every connected call, there's a checklist no one talks about:

→ Log the disposition
→ Update the CRM
→ Pause the outbound sequence
→ Write a follow-up based on what was said

That's 10 minutes of admin per call. Multiply that by 56.

Vincent (our AE) flagged it pretty fast:

At this volume, he couldn't follow up on everything.

Conversations were slipping through.

Not because the calls went badly, but because there wasn't enough time between them.

So we automated all of it 👇

Every prospect starts in a table where we enrich them with verified phone numbers from FullEnrich and BetterContact.

From there, they get pushed into lemlist, which runs the full sequence: emails, follow-ups, and call steps.

Salesfinity dials those call steps at scale.

When someone picks up, this is where it gets interesting:

→ The transcript and disposition flow back into the table automatically
→ Each call gets scored: interested or not
→ Interested? The lemlist sequence pauses, the transcript gets analyzed, and a personalized follow-up goes out
→ Not interested? The sequence continues or they get removed

All of this runs in Baseloop.

Zero admin between calls. Vincent van der Plas just dials.

Cold calling at scale only works if your post-call workflow can keep up. Now ours does.

Our AE has 40+ follow-up tasks every Monday.

Prospects who said: not now.
Reach out in a few weeks.

Good conversations. Real interest. Just bad timing.

Here's what clearing that list actually costs:

→ Open a task
→ Open HubSpot
→ Find the last email
→ Scroll through call notes
→ Remember what was said
→ Write something that doesn't sound like a template

5 minutes each. 40+ tasks. Half a day gone before a single email is sent.

We decided that's AI's job. Not Vincent's.

Here's what we built with Baseloop + Claude Code 👇

1. Every Monday, Baseloop pulls all follow-up tasks from HubSpot

2. It verifies the contact is still at the company
One in five aren't. Without this step, you're crafting personalized emails into the void.

3. It reads the full email thread and call notes. Then writes the follow-up.
Not "just checking in." A draft that references what was actually discussed last time.

4. The draft lands in lemlist
→ Vincent reviews and sends the first message
→ Lemlist takes over. Email, LinkedIn, phone.

40+ tasks. Zero research. Half a day back, every week.

HubSpot knows when to reach out. Baseloop reads the history and writes the email. lemlist gets it delivered.

How are you handling follow-up research right now?

A1RWATER

Global Chief Commercial Officer

Global Chief Marketing Officer

Chief

Chief is a private network and the only organization specifically designed for senior women leaders to strengthen their leadership journey, cross-pollinate ideas across industries, and effect change from the top down.

Founding Member

Hudson RPO

Hudson RPO is a Recruitment Process Outsourcing (RPO) company that provides innovative, customized recruitment outsourcing and talent solutions to organizations worldwide. 

As VP of Marketing, I lead the enterprise brand design and execution of the marketing strategy for Americas portfolio of brands – Hudson RPO, COIT Group, and 247hire. As such, I facilitate the enterprise branding and marketing vision across our digital, social, and tradition platforms, with responsibility for content strategy, messaging architecture, brand equity and authority, end-to-end campaigns, lead nurture and generation strategy and support, to drive growth and revenue performance across our portfolio.

Vice President of Marketing for the Americas

MRINetwork

MRINetwork, or Management Recruiters International, is one of the largest global recruitment services companies, with a network of over 250 partners around the world and $17B in total billings.

As the company’s chief marketer, I was tasked with building, managing, and supporting MRINetwork’s unified global marketing strategy for both the core commercial brand, as well as for our franchise partners. Responsible for building and executing the brand vision, multi-tiered multiplatform campaigns, public relations, events, lead generation, and member acquisition support.

During my tenure, I built and executed a roadmap positioning MRI at the forefront of the world of work, driving a global rebrand (B2B and B2C) and a marketing infrastructure that delivered rapid growth, disruption of our brand positioning, and provided a foundation for the next generation of MRINetwork search leaders.

Acquired: November 2022

Vice President Marketing

Carruthers & Humphrey

Defined and executed the next-stage brand vision and architecture for a globally-renowned cosmetic dermatology and research practice, and pioneers of Botox. Directed the full spectrum of strategic brand planning and positioning, multi-platform content marketing and communications, social media strategy, business intelligence, lead generation, and business development. Led global outreach to secure story placement in strategic media outlets and obtained engagements for KOL opportunities, helping to position our leadership team at the forefront of the industry.

Acquired: May 2020

Director of Marketing and Communications

Jostle

Shaped and directed the full spectrum marketing strategy co-chief marketer with a rapidly growing, early-stage provider of corporate SaaS intranet platform. Led the definition of the strategic brand vision and execution, with responsibility for 360° brand architecture and messaging, omnichannel communications, content marketing campaigns, website optimization, lead generation programs, and customer success strategy.

Assisted hundreds of customers launch and watched them evolve over time. Coached organizations of all types, sizes, industries and cultural nuances, and developed deep insight into how to initiate and sustain intranet engagement and value. At my departure, Jostle’s customer base had users working in 114 countries and the average customer saw over 85% monthly user engagement. The annual customer retention rate was 94%.

Director of Marketing

Rasoee

Engaged by CEO of investment group to build the global go-to-market strategy for the nationwide launch of a recently acquired Indian quick-serve restaurant franchise concept. Championed the development and execution of the newly unified brand vision, store designs, positioning, and go-to-market strategy.  Responsible for field marketing, brand innovation, consumer analytics, 360° multi-platform communications, and our franchisee acquisition strategy.

Acquired: September 2012

Oceans Apart Management Inc.

Collaborated on the corporate strategy and day-to-day operations of a management consulting firm. Served as strategic business partner to client C-level executives and other stakeholders on the identification, evaluation, and placement of high-performing talent.

Operations/Recruitment Manager

Ajilon

My role involved: Recruitment and Account Management

Ajilon is a global leader in managed services, consulting and specialized recruiting with nearly 500 offices in 17 territories throughout the world including North America, the United Kingdom and Continental Europe. The company provides solutions in the following specialty areas: information technology, engineering, finance and accounting, legal, office support, and sales and marketing. Ajilon is part of the Adecco Group - the largest human resource services company in the world.

Account Executive - Team Lead

Roland

Communications, Event/Tradeshow Design, Event Marketing, Media Relations, Public Relations, and Advertising

Marketing Communications

Vice President of Marketing Americas – Hudson RPO • Global Brand Strategist & Architect • Multiplatform Growth Marketing • Digital Transformation

Throughout my career, I have strategically supported organizations across a multitude of industry sectors that consistently delivered transformative results by effectively integrating both the creative and business vision to elevate brand equity and drive growth.

Experience includes overseeing companies' marketing, brand development, advertising, customer acquisition, digital strategy, global communications, and integrating multiple mergers and acquisitions while executing through change.

I currently serve as Chief Commercial Officer for A1RWATER working alongside a team of innovators and changemakers creating a new, accessible source of fresh water from the air. I provide strategic brand and business strategy across our portfolio globally, bringing this technology — and a new era of renewable water sourcing — to markets worldwide.


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