Demand House

Founder

MASS

Analyst working on defence projects in collaboration with US Gov and Applied Physics Laboratory.

Analyst

Engineer across design, construction, commissioning and operations.

Engineer

CEO @ Conversion House 🏠 | On-demand design for small SaaS marketing teams so they can launch faster, position better and convert more.

Are you a SaaS / tech startup between $500k and $3M ARR with high retention, but low ARR growth?

If the answer is yes, then acquisition is the bottleneck. 

If we dig a little bit deeper, it's because you don't have a system for generating consistent pipeline.

In other words, you're too dependent on referrals and inbound (Spoiler: Hope is not a strategy).

The solution? Allbound:
→ Hyper-targeted outreach fills pipeline today.
→ Scroll-stopping content fills pipeline tomorrow.
→ Together, results multiply.

Want to learn more about allbound?
→ Visit my website: https://www.demandhouse.agency/
→ Subscribe to my newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7307333213792665600
→ Subscribe to my YouTube channel: https://www.youtube.com/@demand-house

Joe Wheatley

2025 reflections and plan for 2026

1️⃣ 2025

Marketing
↳ 0 → 3k+ LinkedIn followers
↳ 0 → 300+ newsletter subscribers
↳ 0 → 25 podcast episodes on YouTube

Network
↳ Built relationships and become friends with amazing founders, CEOs and GTM leaders across B2B SaaS

Social proof
↳ Worked with 4 x $5M+ ARR SaaS companies
↳ Worked with 10+ $1M+ ARR B2B companies
↳ 27 five-star Google reviews

Business
↳ Pivoted from websites → content → GTM

Who we help
↳ B2B SaaS from ~$500k ARR and up

2️⃣ 2026

Marketing
↳ 3k → 6k+ LinkedIn followers
↳ 300 → 1k+ newsletter subscribers
↳ 25 → 60 podcast episodes

Network
↳ Network better, give more
↳ Go deeper in the GTM communities I am already part of
↳ Potentially launch a startup GTM community (for those who aren't mature enough to work with us)

Social proof
↳ 10+ outbound case studies
↳ 50+ five-star Google reviews

Business
↳ $60k MRR
↳ 2 new clients per month
↳ 100% retention

Who we help
↳ DIY outbound consulting for startups with sub-5 person sales teams (under $2M ARR)
↳ DFY outbound systems for B2B SaaS with 5+ sales reps ($3M+ ARR)

Biggest Change from 2025 to 2026:
- We’re qualifying out unvalidated startups (pre-$1M ARR).
- You cannot guarantee results if they’re unproven.
- You can do everything right, but at the end of the day, if the founder isn’t made of the right “stuff”, nothing will save them.
- If you have social proof (which we do now), leave the brokies behind.

Onwards 🚀

Outbound systems for $3M+ SaaS | Trusted by Warmly, Summize, Coefficient & more | 27 x 5-star reviews on Google | Founder @ Demand House

J.Y Delmotte bootstrapped BuddiesHR to $43k MRR. But how exactly did he do it?

No. 1: He took advantage of being early to the Slack Marketplace.

He built up 700 customers, stacked reviews and now competitors are too far behind to catch up.

Slack is now their #1 source of signups.

Next biggest source is SEO.

Jean-Yves developed a real passion for culture and employee engagement while running his previous startup, PaletteHQ.

And he was living by example → No one left in two years.

Now he creates content derived from topic clusters, closely aligned with the product and what users want to know.

If it starts ranking, he optimizes.
If it drives traffic but is vanity, he kills it.

He’s also getting customers from Reddit and LinkedIn.

Two powerful lessons from J.Y. here:

1. Being early and riding a wave is a good strategy (if you’re confident the wave will get bigger). Similar to Warmly with nametags. Build on someone else’s wave (Zoom for Warmly, Slack for BuddiesHR), get in early and you’ll be miles ahead by the time everyone else catches on. We’re seeing this now with Clay / GTM agencies.

2. Choose channels that fit your own style. SEO works for BuddiesHR because they’re good at it. Podcasting works for me because I like talking to people. Pick channels you can actually win at.

But the most important thing you can learn from Jean-Yves:

“Ship code and talk to users” 😉

If you're looking for a fresh pair of eyes on your GTM strategy going into 2026 and already dreading Q1, DM me.

In under 2 hours, I’ll review your GTM system and give you the 3 growth levers you should focus on next.

No sales pitch. Just honest advice that will move the needle.

DM me - I’ve worked with 4 × $5M ARR SaaS businesses in 2025 alone (plus 10+ at ~$1M ARR), building GTM systems that book demos.

Frank Sondors 🥓 (Founder of Salesforge.ai 🔥) is booking 500 demos per month by dogfooding

He’s solving a real problem:
- Sales reps are split across too many tools → forced to stitch workflows together and deal with unnecessary complexity

And he has a solution:
- An apple-like experience for sales teams

How:
- Mailforge, Primeforge, Infraforge and Warmforge for infrastructure & deliverability
- Leadsforge for finding leads (larger DB than Apollo)
- Salesforge for outreach execution (LinkedIn + email)
- The suite integrates together seamlessly giving you an 'apple-like' experience

Proof of value:
- Forge has a huge TAM (sales teams worldwide)
- They're dogfooding with 250 domains and 500 inboxes
- A sh*t ton of email & LinkedIn outreach (and they’re adding a dialer in 2026)
- Booking 500 demos per month

And before you assume that with this number of inboxes they’re just spamming the TAM - watch the full episode.

Frank used to lead sales teams of up to 100 people. At the end of the show, we actually talked tactics and that there's an unreal amount of gold there

Frank is an absolute authority on building sales teams & outreach and the results speak for themselves.

Will you be bringing home the bacon 🥓 like Frank in 2026?

P.S. They went from 0 to $3M+ ARR in less than 12 months (so clearly, they are very good demos)

Tobi Chapman

Helping DTC brands maximise revenue, profits, and retention with email & SMS marketing

Building Everboost - a retention marketing agency that helps DTC e-commerce brands generate predictable, profitable growth beyond Meta ads.

Your brand isn't struggling because your products lack quality. You're struggling because:

→ Your repurchase rates are below industry benchmarks
→ Your customer LTV isn't supporting sustainable growth
→ Your email and SMS campaigns aren't driving consistent revenue
→ Your acquisition and retention strategies operate in silos
→ Your customer data isn't being leveraged to target your best customers

At Everboost, we specialise in retention marketing that works in harmony with your entire funnel. We understand the complete e-commerce ecosystem and build retention strategies that align with your broader business goals.

Our expertise spans email marketing, SMS, and direct mail – crafting data-driven, personalised strategies that consistently deliver results for brands like Solawave, Melina, GASPER, VEDIC LAB, and JBorn.

We don't just focus on the immediate revenue metrics. We optimise for the metrics that truly matter: increased customer lifetime value, higher repurchase rates, and sustainable profitability.

If you're a 7-8 figure DTC brand selling replenishable products in health & wellness, beauty, or food & beverage – and you're ready to transform your retention marketing from a cost centre to a growth engine – let's chat.

Book a strategy call through the link in my featured section.

Retention marketing for DTC supplement/skincare brands using Email+SMS

"Emails look great - no revisions needed!"

Founder @ Everboost | Scaling DTC Brands Profitably with Retention Marketing

🚨 BIG NEWS 🚨 

We're hiring for two key roles:

1. Retention Strategist
2. Retention Coordinator

I could make a post about myself hyping up the role (rightfully so), as I typically would...

But I think the words of just a few of our current team members on their experience of working at Everboost will do a better job:

"Everboost gives me endless opportunities to grow, both personally and as part of the team. Each new challenge brings excitement and motivates me to think creatively about how to solve it."

"Lots of growth and room to learn. There are lots of opportunities to impact the way Everboost operates, which is great."

"I enjoy the camaraderie, the feeling of working with real professionals, quality of task execution, a strong dedication to high standards, and access to growth opportunities."

I'm genuinely so excited for 2026 and where Everboost is going. 

If you're obsessed with ecommerce, retention, doing challenging work and working with awesome people, this might be for you. 

Send me a DM if you're interested.

If you've ever cut your retention partner during a rough patch, you probably made things worse.

Here's the logic most DTC founders miss:

I've seen this play out multiple times now.

Brand is doing well. Retention is humming. Repeat customers are growing. The economics are finally starting to make sense.

Then ads stop working.

CAC spikes. New customer acquisition tanks. Revenue dips. Panic sets in.

And what happens next?

The retention partner gets the call.

"We need to cut costs. We're going to bring this in-house for now."

Meanwhile, the ad agency (the one likely responsible for the mess) keeps their seat at the table.

Think about that for a second.

The partner driving profit gets cut. The partner burning cash gets retained.

If we think from first principles, this is possibly one of the worst decisions a founder can make.

Retention is what makes most DTC businesses actually work.

It's the thing that turns a customer acquisition machine into a profitable company. It's what funds the next ad campaign. It's the financial cushion that lets you survive a bad month.

When you cut the retention function, you're pulling resources from the channel that keeps you afloat. 

Now, I'm not naive.

To retain customers, you need to bring in new ones. If you stopped acquisition completely tomorrow, retention could only keep you going for so long.

But that's the point.

You already have a pool of active buyers. There's a natural lag between purchases. That buys you time.

With a couple months of poor ads, Retention is the team extracting maximum profit from every customer you do acquire. They're the ones keeping the lights on while you fix what's broken upstream.

Cut them, and you're accelerating the bleed.

Look at what's happening with ads first. Challenge the strategy. Interrogate the creative. Question the targeting.

Retention can compensate for a rough patch. It can't compensate forever.

And here's what usually happens next:
Three to six months later, the brand is in the same spot. Or worse.

Now they're trying to rebuild with no momentum, no expertise, and even less budget than before.

It's a sad pattern.

Because these are often good people running these brands. We want them to win.

But panic decisions rarely lead to good outcomes.

If your acquisition is broken, the last thing you should do is starve the channel that's keeping the lights on.

"We need to improve retention."

I hear this on almost every discovery call.

But when I ask what retention actually means to them... silence.

Is it reducing subscription churn? Getting more OTP repeat purchases? Increasing customer lifetime value? Increasing repeat AOV? Etc.

They don't know.

And when I ask why customers aren't coming back...

"It must be our email flows." 
"We're probably not segmenting properly." 
"Maybe we need more automations."

All assumptions.

Based on absolutely nothing.

Your customers already have the answers. They'll tell you exactly why they're not repurchasing.

You're just not asking.

Three surveys every DTC brand should be running:

1. Approaching Lapsed one-time buyers 
Customers who've exceeded your average time between orders and haven't returned.

Ask them why. Product didn't work? Too expensive? Forgot about you? Found something better?

This data is gold. It tells you where your retention system is actually broken.

2. Active repeat customers 
The people who keep coming back.

Ask them what led to that second (and third, and fourth) purchase. What made them stick?

Focus your marketing around whatever they tell you.

3. Subscription customers 
Why did they subscribe? Why are they still subscribed?

Is it the discount? The convenience? The consistency?

You might find the reason isn't what you're promoting.

You don't need fancy forms.

A simple Google Form works. If you want something branded, Typeform does the job.

The point isn't sophistication. It's asking.

Once you collect this data, you stop guessing and start seeing where the actual gaps are.

Then you can map the initiatives needed to plug them.

Brand Owner: Our repeat customer revenue is down 18% month-over-month. Retention team, what's going on?

Retention Lead: That's misleading. Our cohort metrics are actually up. Repurchase rate improved from 28% to 31%, and 90-day LTV is up 12%.

Acquisition Lead: Then why is repeat revenue dropping?

Retention Lead: Because there are fewer customers in the pool to come back. Look at acquisition volume from 60-90 days ago.

Brand Owner: What happened 60-90 days ago?

Acquisition Lead: We had a slower period. New customer volume was down about 25% for eight weeks. CPAs were high, so we pulled back spend.

Retention Lead: Exactly. We can't generate repeat orders from customers who were never acquired.

Brand Owner: And neither of you flagged this was coming?

Acquisition Lead: We were focused on hitting our MER targets for that period.

Retention Lead: And we only see the impact when it's already here. By then it's too late.

Brand Owner: This is why you need to work together. Acquisition, when you pulled back spend, did you tell retention what was coming?

Acquisition Lead: No. We manage our channel, they manage theirs.

Brand Owner: That's the problem. Your decision today is their reality in 60-90 days.

Retention Lead: If we'd known volume was dropping, we could've flagged the expected dip in repeat revenue.

Brand Owner: Exactly. And retention, when your cohort performance improves like this, acquisition should know about it.

Retention Lead: How does that help them?

Brand Owner: Because if your historical cohort LTV data shows customers are generating more lifetime revenue, we can afford higher acquisition costs.

Acquisition Lead: So better retention performance means I can push CPAs higher?

Brand Owner: Yes. If we look back at the last six months of cohorts and see 90-day LTV is consistently higher, we can adjust your CAC ceiling based on our payback period.

Retention Lead: And if we see recent cohorts trending differently - either better or worse - we flag it immediately so you can adjust.

Brand Owner: This is what collaboration looks like. Retention informs the CAC ceiling based on cohort performance. Acquisition forecasts volume changes so retention can predict downstream impact.

Acquisition Lead: So if we're planning to scale next month, we tell retention now?

Brand Owner: Yes. They'll need to prepare for higher volumes. And you need to understand it'll drive a repeat revenue lift 60-90 days later.

Retention Lead: And if acquisition has a slow period coming, we flag the downstream impact before it hits the P&L.

Acquisition Lead: What about measurement? Are we both accountable for total revenue now?

Brand Owner: You're both accountable for total contribution dollars generated while maintaining healthy unit economics. Acquisition drives the volume, retention drives the quality and frequency. You win or lose together.

taplio

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Joe Wheatley

Tobi Chapman

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The Battle

Joe Wheatley

Tobi Chapman

Followers

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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);}Joe Wheatley's LinkedIn Performance

Performance ScoreTobi Chapman's LinkedIn Performance

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Performance ScoreJoe Wheatley's LinkedIn Performance