Anna Nadeina

saas.group

Head of Growth

code.talks

Curating the Bootstrapped Track for Germany's Largest Developer Conference. 
https://codetalks.de/

Curator

Founder Institute Nordics

Mentor

MarsX Inc

Partnerships & Growth

Techstars Startup Digest

Curating monthly insider newsletter covering most interesting tech and startup events in Oslo, Norway available to the global startup community.

Curator for Oslo, Norway

Devhouse

Marketing Manager

Portes Sdn Bhd.

Dezan Shira & Associates

Marketing research, new media partnerships, digital and print syndication, magazines and books distribution, events’ organizing, SMM, CRM, launching a new website (Vietnam specialization).

Marketing Assistant

First Line Software, Inc

Responsible for new media partnerships, PR, SMM, advertising on online platforms.
Assisting organization of special projects and IT conferences (SECR).

Marketing assistant

Head of Growth @saas.group, Host @saas.unbound, Curator @Codetalks.de

Head of Growth @saas.group. 
saas.group acquires promising SaaS companies with a founder-friendly process in order to elevate their product - and their people - to the next level.

Host of saas.unbound. A podcast where I interview successful founders of products that inspire and disrupt the SaaS industry. 

Passionate Growth Marketer and a big believer in sustainable growth and the power of networking.

We are starting at OMR festival 🚀
Find us at this awesome Seobility booth at hall A3 and let’s chat!

Head of Growth @saas.group, Host of the @saas.unbound podcast

It took a couple of wo-hoos to get everyone's attention but it was totally worth it 🥳

An amazing gathering in Prague with brand leaders and the central team from saas.group. Lots of insights, learnings, and fun! Getting together really fuels the entire team with ideas and inspiration for future growth. 

Looking forward to working on tons of new content 🚀  stay tuned!

What are the roles and duties of brand leaders?

Don’t think you can be yourself at work? With us, you can!


Yes, we love your professionalism and the drive to bring better results, but we are also ready to embrace the goof in you, respect the introvert/extrovert in you, and give you the channels to share your creative/nerdy side.

We are not a family, but we have each other's backs.

And if you think our values speak to you, reach out to us. We’re hiring on all fronts at saas.group and are looking for great personalities to join us. 

Is it you? 😉

Find the open positions on saas.group's website. 

How important is individuality in the workplace?

What are the open positions at saas.group?

I'm already waiting for my last couple of flights back home and so so ready to finally get to my family. But what a time it was in Hamburg! ⛵️


I'd like to thank each and every one who came to our event and enjoyed the incredible weather, great energy, lots of conversations, and just shared their valuable time with us. 

I'm sure we will continue hosting them annually and I look forward to growing this community in the near future together with saas.group 🚀 

Obviously, I'd like to send a token of appreciation to Tim Heicks, Dirk Sahlmer, Tim Schumacher, and Tobias Schlottke. This wouldn't have been possible without you. 

How can growing a community benefit professionals?

My view yesterday during a call with Tim Heicks about our next event with saas.group  😍

An opportunity to work remotely has been one of my top priorities when choosing a company to work for. I've been nomading for the last 14 years, and changing my life and the lives of my family for a job might have been quite a stretch. 
So finding that freedom to take calls from Lago Maggiore one day and do a podcast live in Lisbon the next is something I'm really grateful for. 

If you're looking for that kind of setup and are ready for a good challenge in a team of really great people, you might want to check out the positions we're hiring for 😉 We have people from 33 countries working with us, will you be our 34th?

How does remote work benefit professionals?

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Next month is again pretty exciting for saas.unbound! 🚀

I get a chance to interview some amazing folks, including:
- Shiv Narayanan from How To SaaS and Tim Heicks from saas.group
- Jason Cohen from WP Engine
- Antoine Paré from DashThis
- Sahil Patel from Spiralyze
- Bettina Fischer from Hivebuy
- Francesca Dumas from Contribly
- Dorothy Yiu from EngageRocket
- Malte Scholz from airfocus

More episodes are going live soon!
If you'd like to be a guest on saas.unbound, reach out to me 🚀

The growth chart for B2B SaaS from Paddle looks like dying aftershocks from a huge earthquake that was 2021-2022 for the industry. 


It's still quite hard to believe in a big bounce-back in 2024, and in this downturn, founders struggle to find new levers. However, the growth rate still affects acquisition valuations, and we'd like to share what exactly is being assessed on this front.

Join us on May 2nd with Tim Heicks and Shiv Narayanan to talk about marketing due diligence in B2B SaaS acquisitions. 

Register with the link in the comments and prepare your questions 👇🏻

How important is marketing due diligence in B2B SaaS acquisitions?

What is Paddle's role in B2B SaaS growth?

Only a week left before the OMR! 
Excited to be there, chat SaaS, acquisitions, and just chat. Feel free to reach out for a live podcast, I may still have a couple of slots open 😎 


Find the booth that we share with our amazing team at Seobility and get access to all the deals we brought exclusively for the OMR crowd from the saas.group's brands 🚀🤫 


In the last decade, people have buried so much stuff! And yet..


A couple of days ago, I got a newsletter from SaaStr asking if SaaS was dead. Then I remembered our episode with Jason Fried where we discussed exactly that. We also talked about whether SEO was dead with Rand Fishkin and then with Ane Wiese during our AMA session earlier last year.

And did you know marketing was dead for 12 years? Podcasting died right when we started saas.unbound together with the conferences and programming has died very recently, probably taken out by the AI. 

And yet events like SaaStock, code.talks, OMR, and many more are still welcoming thousands of people. Podcasts are not flying to the moon but grow sustainably and bring a great crowd that gets a lot of value out of them. 

Slowing down means slowly dying? Or why do we have to make everything so black and white? 

What are some recent developments related to SaaStock?

Is SaaS still relevant in today's market?

Look at that! The preparation for the next code.talks in Hamburg has already started and I'm glad to join again as a Curator for the Tech Entrepreneur Stories track 🚀

Call for papers is in full swing, so if you have a great story to share, definitely apply! 

What are some examples of Tech Entrepreneur Stories?

AI is ultimately still the hottest guy on the block. I went to acquire.com to check the percentage of AI-powered companies being sold in the SaaS space and what their asking price is 👇


1️⃣  $0 - $6K
35% 
These mostly look like little side-projects, Chrome extensions, and GPT wrappers. Pretty much none of them have any traction or revenue. 

2️⃣  $6K - $100K
31%
Some of these are still the wrappers and “nice-to-haves” with a bit of an added advantage of having a few customers and some idea validation motion.

3️⃣ $100K - $1M
11%
A massive drop here! Companies that started in 2023 didn’t have a chance to build enough traction or reach the growth level to get into this pool just yet and those who’ve been using AI to add value for a while also had a chance to grow bigger. See how there is an increase again 👇

4️⃣ $1M - $10M
16%
These are mostly companies that have been on the market for years. A couple of moon shooters but mostly sustainable SaaS businesses. There is also a significantly lower number of businesses listed in this price range overall. 

Do you think there’s potential to see more companies using AI moving from the 2nd to 3rd section here? 
I’d also love to see some data on these companies being acquired and if there’s any correlation between having AI and getting acquisition proposals. 

Andrew Gazdecki, do you guys see any trends there?

Is there a correlation between having AI and getting acquisition proposals?

How are AI-powered companies being sold in the SaaS space?

What is the potential impact of AI on the workplace?

A bootstrapped founder getting hit by COVID, economic downturn, churn, compliance regulations.. and still winning 😏 😁 

What are the challenges of complying with regulations for bootstrapped founders?

How has COVID impacted bootstrapped founders?

How can bootstrapped founders survive an economic downturn?

So glad our saas.group's events inspire founders to travel and explore new opportunities with us! Looking forward to seeing you on Monday, Christoph C. Cemper along with 56 more guests 🚀 

Founder of AIPRM, RAGIDX, LinkResearchTools (LRT), Link Detox, URLinspector

After five years of strictly #noflights for business, I'm breaking my own rule to attend a private event hosted by saas.group in Hamburg next Monday. 

As a SaaS founder, I'm eager to meet other like-minded founders and gain new ideas and insights, and I believe it will be awesome.

And I can't forget about OMR on Tuesday! While I'm sure I'll end up in a corner talking privately, there are also some fascinating session topics scheduled. 

If you're attending, keep an eye out for me - I'll be sporting a whole new style you haven't seen before! 😀

(Spoiler: NOT orange!!1!!11 and more)

AI tool founders getting their first customer 😂 

What impact will AI have on the workplace?

I got the first results from the poll about the reasons acquisitions fail. Seems like poor post-merger integration is still the #1 reason for deals to be deemed unsuccessful. 


❗️ If we’re talking about the main reason for the sale not going through at all, disagreement in valuation and KPIs mismatch rule here. I’ll get to this in one of the later posts.

So, what is the best way to avoid painful post-integration and make an acquisition a way to grow further without watching the acquired company slowly die and the buyer’s money burn? 

1️⃣ Have a plan

That sounds like common sense but a lot of companies neglect this step. The buyer thinks they’ll either dump their ways on the acquired company and eventually make it adopt them. 
Or they let the company keep their culture and processes 100% and hope it all works out. 
It usually doesn’t. But without clear communication, leadership catches it a moment too late to make a difference. That brings us to the second point 👇

2️⃣ Be transparent and honest

After an acquisition, you’re in a long-term committed relationship. Do you want to start by looking your best, or do you want to show your skeletons to avoid surprises and know what you got yourself into from the beginning? Keeping all the stakeholders in the loop lays the groundwork for better communication and minimizes uncertainty. 

3️⃣ Have cultural integration and talent management strategies

Changes are inevitable during the acquisition. What you’re looking for is a respectful process where all parties are interested in creating a shared vision and a set of values that resonate with everyone involved. 

And culture is people. So taking additional steps to recognize the key players, create a strategy for them to grow in the new setup, and retain people who have already taken the company to the place where it is now, is crucial for future success. 

4️⃣ Keep your eyes on the prize

AKA continue working on the product and being committed to your customers. For a lot of companies, acquisition is a very disruptive process that sends revenues downhill. That is not a favorable situation for either the company itself or the acquirers who want to start getting a return on investment and see growth opportunities as soon as possible. 

So find an acquirer who would understand that, create an environment where the processes are minimally disrupted, and make sure to prioritize customer success to maintain the service level and loyalty. 


Acquisitions can be hard but they certainly don’t have to kill your business. So do your research, write down your absolute no-nos, and remember that a buyer on call is also interested in buying your company, so you have leverage and can negotiate the points that are really important to you. Transparency and honesty go a long way here. 

Selling your company doesn’t have to suck 😉

How important is transparency and honesty during an acquisition?

What are some best practices for post-merger integration?

What are some strategies for cultural integration during an acquisition?

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