Peep Laja

Wynter

Wynter can tell you almost anything you want to know about your ICPs, and what they think about you. 

Can you list your target customer’s top 3 priorities and pain points? 
What about the top channels they use to learn more about the types of solutions you sell?

If you don’t, your go-to-market plan is flawed. Wynter offers a suite of tools to deliver hi-fidelity insights straight from your ICPs:

• Target customer surveys
• B2B message testing
• On-demand ICP interviews and sales meetings
• B2B user testing

Verified B2B audiences, target by title and industry. Everything is self-serve and on-demand. 
Answers delivered in 12-48 hrs.

Chairman of the Board

CXL is the world leader helping determined marketers become the top 1% in the world. 

We identify the best marketing practitioners in the world and get them to teach what they know. Our courses are in-depth, follow performance-focused training methods, and get you the results you seek.

Speero

Speero, formerly known as CXL agency, is a consultancy I founded in 2011. I was the active CEO until 2016, and have been a board member since.

Founder and Principal of this conversion optimization agency. Back then known as CXL, later rebranded to Speero.

Principal

Traindom

I founded a SaaS startup for building and selling online courses. It was ahead of it's time. Didn't work out in the end. Lots of lessons learned that help me turn my next venture - CXL - into a major success.

Head of Marketing, co-founder

Panama Internet Marketing

Consulting company focused on digital marketing - high-converting websites, PPC and SEO services. Digital strategy, consulting and execution. I did a lot of lead generation and conversion optimization work for real estate, travel and hospitality industry for companies in Central America.

Digital Marketing Consultant, founder

Real24.ae

I was heading marketing and sales for an online real estate portal in the United Arab Emirates. 

I was responsible for the directing setting and vision building of the company. My responsibilities included business development, strategic and operational management of sales and marketing (both, B2B and B2C), managing the sales team, brand management, product development. I was the spokesperson for the company.

Head of Sales and Marketing

AIESEC UAE

•	Main responsibilities: overall organization country operations management, client partnership management & selling, service product development, staff training and coaching
•	Main experience and knowledge gained: strategic management, project management, sales & negotiation skills, persuasion and communication skills, working in a multi-cultural environment, creating synergy between different entities, coaching and mentoring.

Vice President Sales and Marketing

•	Main responsibilities: managing relationships with partner companies, raising new partnerships, coordinating national sales teams, networking and representing the organization in external events, managing PR for the organization, strategic country operations development, coaching and mentoring.
•	Main experience and knowledge gained: selling and negotiating, developing sustainable partnerships, networking, managing different sales teams, project management, strategic management, public relations, and product development.

Vice President External & Public Relations

Playtech

•	Main responsibilities: managing corporate accounts, servicing international clients, giving assistance to use our products.
•	Main experience and knowledge gained: Handling large corporate accounts, fast and efficient communication, problem solving and crisis management, overall understanding of global business, working together with many entities to complete tasks.

Customer Success

Millen MG

•	Main responsibilities: managing IT projects, working together with clients on completing the tasks, web development, and database design. 
•	Experience and knowledge gained: project management, web programming, system analysis and client relationship management.

Web Developer

CEO @ Wynter. 3x Founder. Insights over assumptions. Host of How to Win podcast.

Most of your future revenues are gonna come from future customers. 

If you knew *exactly* what your target customers

think about your category (and your company in particular),
what their top priorities and very big problems are,
what unsaturated channels they use to learn about solutions, 

this is what'd happen to your business:

- you'd nail your messaging, speaking exactly to their pain points
- your conversion rates would go up because your pitch resonates better,
- your CAC would go down as you'd use the right channels with the right message,
- you'd create more meaningful content that moves the dial,
- you'd be more deliberate and accurate in providing more value at every touch point,
- you'd know how to price your products to maximize willingness to pay,
- you'd know how to differentiate,
- you'd know where your go-to-market strategy is off, and could fix it. 
 
The beautiful thing?

You can know all of this with Wynter in under 48 hours.

Reflections on 2024, things I learned and re-learned. 

1. To grow fast, sell something that people really want to buy. Sell something that solves a big, important, well-known problem. Is the problem discussed in the C-suite? If you need to explain the problem, the sales cycle is 36 months.

2. Simple messaging still works best. People want language that’s easy to understand. It works in political campaigns, it works in B2B SaaS. As soon as you want to sound smart and important, you will lose people’s attention.

3. It's not the marketing that wins, but the market. Marketing matters much less. You could execute the best campaigns in the world, but if the natural demand isn’t there, your growth will hit a ceiling fast.

4. AI is great, but it’s not buying software. People buy software. You need to know what your target customers want and need, their top pain points. Do ongoing ICP research to stay on top of the changing realities. 

5. Want to increase your status and power? Become a host and a connector. Start hosting your own dinners, gatherings, events on the regular. Be the person who brings people together. People love to be invited. 

6. Content marketing still drives inbound leads. For us, over 70% of demos and signups come via LinkedIn organic.

7. Be intentional about building peer relationships. A founder should never gripe down. You need peers for commiserating. People are living an Instagram lifestyle on LinkedIn. You will hear about others reality only on a 1:1 basis. You will get great feedback for your issues.

8. Most valuable insights come from qualitative research, not quant.

9. The most important thing your B2B website needs to accomplish: win the shortlisting battle. An average company only does demos with 3 vendors. The selection happens without talking to sales. The only things you have to influence their decision are your brand fame and your messaging.

10. Obsessing over details is a superpower. I think it can be a make-or-break thing in business.

11. The more time I spend in business, the more I believe that if you want to achieve something great - you need to say no to almost everything non-essential.

12. Most marketers need more creativity and guts, not more data or better attribution.

13. Learning through trial and error is too damn expensive and takes too damn long.

14. A lifestyle business is sometimes used as a derogatory term but man - really it's a beautiful thing and what dreams are made of. 

You go into business either to build a kind of life you want to live (lifestyle business) or to have an impact, change the world. I think most would be happier building a lifestyle business, and it's certainly much easier to achieve. The point of a business is to serve you, not vice versa. Too many entrepreneurs get stuck in the business, forgetting what it's all about.

CEO @ Wynter. 3x Founder. Host of the How to Win podcast.

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