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Growing a beautiful product that helps you generate leads, appointments, or applicants by building insanely effective mobile-first funnels.

Help me do so by joining our growing team:

https://www.perspective.co/careers

Chief Marketing Officer

notus

Advising notus' world-class demand gen team in product and strategy.

Advisor

Float

Built the very first agency in DACH focussed on demand generation.

With a team of 6, we:
- grew inbound pipelines from five, to six, to seven figures for clients
- built a productized service for demand gen ad creation
- spent over seven figures on linkedin ads

Clients included: ConstantContact (€330M ARR), Junto (€5M Seed), Instaffo (€1.5M Seed), PXL-Vision (€4.6M Seed), and many more.

Exited to notus in 2022.

Founder

Head of Growth @ Perspective / SaaS & Demand Growth

We just closed out on the best month in history for Perspective, but at times it felt like we were not being brave enough… When I reflect on the past couple of months, it all came down to one thing:

Do more of what works.

Us humans are often drawn to novelty. Constantly urging to do new and fancy things. But looking back, it was exactly right to NOT do that.

For us, that means doubling down on…

– Way more variations of creative that worked: Only problem? I was the main creator. So, to scale up volume and reduce fatigue (people are annoyed by my face), we started sourcing new creators.

– English-speaking markets: For us, that meant primarily the US. It was a scary step to put all resources there, but it was plausible based on first results (graph below shows US growth).

– Our most effective funnels: Currently, that’s our webinar funnel. It's continuing to scale quite nicely and we optimize it in sprints every single week.

– Affiliate and partnerships: We've seen some nice early successes there at the beginning of the year and brought on a full team to handle it (s/o Alex and Leon 🫶). The boys are crushing and building crazy momentum.

I still get the itch to try new things (and we do), but doubling down on proven initiatives seems to be the way forward for now until we hit the next wall.

lfg.

Niels Klement

CMO @ Perspective – Insights From Spending $250K/Month On Ads, Growing Perspective to $10M+ ARR & Helping Agencies Scale Without Burning Out 👇

Got feedback from two teammates recently - one positive, one challenging - about the exact same thing. Made me realize the biggest leadership struggle I'm facing:

First, "I really love that you're a leader, but you're so much in the weeds! Being able to run every job on the team."

Second, "That's so amazing that you can do that. But sometimes you need to remove yourself more and think about the broader vision."

Same feedback, different angles.

Here's the thing - the hardest part of becoming a "leader" is that you're forced to stop creating useful things.

There's nothing that compares to the thrill of shipping meaningful work front-to-end. That's why I love Saturday work sessions where I just focus on one topic and really create something. Writing new ads, building funnels, bringing ideas to life.

On the other hand, some weeks I literally do nothing but write Slack messages and Notion docs. And yeah, it helps the team produce more useful work, so it's a good trade-off.

But it doesn't come naturally to me and it's very hard to accept.

Here's how I try to fix this: I don't.

The big learning for me in becoming a leader is finding your own style that actually works.

For me, that's staying involved in execution. It's my strength, so I'm doubling down on it while trying to dedicate more time to the higher-level stuff as I learn.

If you're going through this transition, hope this helps. 🫶

Very few things fire me up as much as what Fritz just pulled off. Cleaning business owner, spent weeks learning. His first funnel results were pretty insane:

For 4-5 weeks straight, he showed up to our mastermind asking questions, getting feedback, really listening to everything.

Then week 6 he comes on stage and goes, "Hey Niels, I spent roughly $1k and signed roughly $50k in contracts."

I'm like, "Wait, excuse me? Was that $15k or $50k?"

"$50k. I think that's pretty good."

What a boss.

Thing is, we usually don't focus on beginners because the learning curve is steep. Learning marketing, ads, funnels - it's a lot.

But (without trying to sound cheesy) Fritz set his mind to it, soaked up the content, stayed consistent, and changed his business trajectory with one funnel.

This is truthfully my favorite part about running Perspective. When someone goes from zero to life-changing results because they dedicated themselves to learning.

Gets me so excited every time.

I recently shared that our US ARR is up 4x YTD. Robert asked: What's different in US vs DE? Here are 4 key things we needed to flip to succeed with international expansion:

1) Use case focus completely shifted

Recruiting was HUGE for us in DACH and drove a chunk of our growth. We assumed this would transfer to the US. It didn't.

US only cares about revenue and lead gen. We do have some US recruiting customers, but it's not even close to DACH levels.

Plot twist:

Even DACH is shifting away from recruiting towards lead gen now. Economic climate needs lead gen more than recruiting currently.

2) We killed localization (painful but necessary)

At first, every creative got produced in English AND German.

Two major problems:

a) Massive operational load
b) Testing fallacy - doesn't make sense to test on one market then apply to a different one

Everything is English now. Some German customers weren't happy, but we needed the focus. We'll localize again when it's our next biggest opportunity.

3) Targeting precision became critical

We struggled with signup quality in the US way more than DACH. Had to focus heavily on high-quality lookalikes from our best custom audiences.

Our account structure gives Meta lots of freedom, but we still run on lookalikes for most campaigns. Also took some time to clean up data quality for optimization events.

We run on an unusually high frequency (I think D2C media buyers would worry), but it’s working very well for us. Curious to see how this develops.

4) Education became everything

The competitive landscape in the US is WAY stronger. Market sophistication is on another level.

Our Meta ads library is full of video content. Some ads are 3+ minutes. We focus heavily on solution-aware people and educate them on how Perspective is different.

Let’s see where we can close the year 💆🏼‍♂️.

Most agency "book a call" funnels hit the same wall eventually. Cost per booking gets so high that growth becomes impossible. Here's why:

At some point, you've reached everyone who will convert into a call immediately.

You've exhausted your warm audience. Now you need to fill the top of your funnel with people who aren't ready to book yet.

That's where this structure works perfectly:

Lead magnet + Book-a-call VSL

First - run ads to something valuable and free. A guide, tool, template. Something your ideal clients actually want.

You're only asking for an email so cost per lead stays low, and you're building a list of people who've shown interest but aren't ready to book yet.

Then immediately after they download, they see a VSL (case study) pitching your service.

Conversion on that book-a-call might be lower, but you’re getting incremental extra booked calls (people that wouldn’t have converted before).

Since you now have a mechanism to turn people from cold to warm - and you’re thus filling your funnel - efficiency (CPA) will improve mid-term.

And funnily, this exact system powers acquisition for Sabri Suby’s King Kong ($25M/yr agency).

So, we built the “Strategy Call” template based on this exact approach.

Included:
- The proven structure
- 20-page qualifying quiz
- Personalization to increase conversions

= You only need to adjust the offer & content.

Want to try it? Like this post and comment "Strategy" below.

I'm obsessed with reducing cycle times. So in a recent team kickoff, I asked one simple question: "Why not try to get the results next week instead of in four weeks?"

Without trying to sound lame, I truly believe there's a massive benefit that gets unlocked when you challenge yourself and your team to always work faster.

Most think pushing for faster timelines will burn people out, but here's what it actually does:

1- It forces you to scope down to the first shippable version. Instead of building the perfect solution in 4 weeks, you build something valuable in 1 week. You learn faster, ship faster, iterate faster.

2- Intensifies the timeline, making work more fun. You'd think this creates stress, but intensity gives work meaning. People actually enjoy it.

3- You get way more done (guess what).

Interestingly, it's a super uncomfortable question to ask, but I'm trying day by day to push myself to still do so. It’s working nicely so far.

It's crazy that the same exact idea, said in a unique way, can produce completely outsized returns in ads. We see this over and over. There's something deeper happening here that most people miss:

We've had angles we thought were completely fatigued after running them for months.

Then we give them a rewrite, new visual, or new format - they take over the entire ad account again.

This is exactly why I love writing ads:

There's such a thing as a 10X idea.

Just like the 10X engineer who builds products that scale to millions of users - there are 10X marketing ideas that can change your business trajectory.

You find one angle that performs, then you squeeze the hell out of it. Build a thousand variations over its lifespan, all communicating the same core idea differently. That scales to millions of eyeballs and revenue from a single concept.

That's why I believe the best creative strategists aren't just fancy copywriters.

They're the ones with the most context on the market, customer, and product. That context helps them find these 10X ideas, "saying the same thing in a thousand different ways."

P.S. If that resonated with you, we're looking for a Creative Strategist - apply below 🫶

We're in Tuscany right now (team retreat). But before we left, we released 6 new platform features - including one you've been asking for since January. Here's what's new:

> Advanced Automations (Sequences)

Set up automatic message sequences that trigger based on exactly what someone does in your funnel. Lead fills out the form but doesn't book? Automatic follow-up kicks in. Books but doesn't show? Another message goes out.

This one's been the most requested feature for months. It's live now.

> WhatsApp Messaging

WhatsApp produces open and click rates that are double that of emails. You can now use it as a messaging channel in Perspective. Set it up in settings, create your templates, and watch your engagement spike.

> HTML Block (Business Plan)

With AI tools like Claude, anyone can build custom elements now. Want a calculator? Ask Claude, copy the code, paste it in. No developer needed.

I used this to recreate Alex Hormozi's entire $105M launch funnel in about 60 minutes.

Also live:

17 new templates including our $100k/month webinar funnel, customizable headers, and CAPI improvements that make your Meta ads perform better automatically.

Everything's in your account right now.

Can’t wait to see you crush it with those. Let me know what should be next ❤️‍🔥

"If you guys only had email sequences integrated, I legit wouldn't use GHL." This comment on our ads tilted me so hard, because they were 100% right so we just shipped it:

Email automation triggers and delays.

You guys know, our goal is to build the fastest and easiest growth platform with a focus on performance. Messaging is such an important part - once someone converts, you need to nurture them to fully close.

A couple weeks ago we rolled out WhatsApp, and now email automation.

You can now trigger sequences based on very specific conditions in a contact profile. Fully automated email sequences within Perspective.

Here's what I'm most excited about - I can't tell you how many times I've been frustrated with sequence builders before. They're such a headache to use. Clunky, confusing, just painful.

We really wanted to make this clean and super powerful.

Something that just works.

We're definitely looking to expand on the email functionality, so please give it a shot and drop us feedback.

Really looking forward to see what you guys build with this.

Found what I think is the single biggest Meta opportunity right now. We tested it 2-3 times, got crazy results. Now we're going all-in and scaling to 50+:

Whitelisted Meta partnership ads.

Here's why this works so well:

First - you get organic distribution when the creator posts about you initially. Free reach before you even run ads.

Second - when you whitelist their content through your ad account, you tap into their audience. Fresh eyeballs, cheaper CPMs. You're not hitting the same people over and over.

Third - inherent social proof. Instead of just you talking about your product for months, now you have an army of different faces vouching for you.

Think about it… Your audience sees hundreds of your ads, then suddenly multiple creators are talking positively about your product.

The initial tests are super promising, can’t wait to scale it up.

LFG.

P.S. If you're a creator or fan of Perspective and want to partner up, let me know in the comments.

65 qualified agency sales calls in 7 days. Without spending more on ads or changing his offer. Anis cracked the code with one simple but incredibly powerful strategy:

Anis helps therapists get more clients in France. Hyper-competitive market.

To break through the noise, he focused on one thing: smart segmentation.

He identified 4 key client profiles and built a dynamic quiz to segment users based on their name, city, exact type of therapy, specific goal, and timeframe.

After the quiz, they opt-in and get automatically routed into 1 of 4 tailored email sequences.

Then he personalizes every email using their quiz data.

Example:

Subject: "[Name], Get More Clients for Your [Therapy Type] Practice in [City]"

Email intro: "Hi [Name], you mentioned wanting to achieve '[Goal]' within [Timeframe] — we're here to help make that happen."

He also bakes this data into his VSL headlines - one for each segment.

Resulting in 65 qualified calls in just 7 days.

Most people think personalization is adding “hey (firstname)” to your email body. Anis proved it goes way deeper than that and crushed it as a result.

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