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.

The best marketing leaders are T-shaped: strong across all areas of marketing and have deep skills in two or three disciplines.

You need to have deep knowledge across the full funnel and channel dynamics.

The worst marketing leaders are i-shaped: they come from one background, and their plan/vision for how the company should grow is to focus on that one thing. 

I see this with job applicants all the time. 

SEO-heavy folks see SEO as the solution for everything...
Influencer marketers wanna bet their horse on influencer marketing...

.. and so on.

When all you have is a hammer, everything looks like a nail. 

And pure hammer wielders won't become marketing leaders.

This is why CXL annual Black Friday sale is such a great opportunity. Build those deep skills in all multiple areas of B2B growth.

Currently up to 65% off. 

Go to cxl dot com.

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

What are mid-market SaaS marketing leaders prioritizing?

We ran a survey with Wynter and found out. 

1. Pipeline is top mind, with a focus on quality over quantity

"I'm focused on tightening up who we’re targeting and making sure our campaigns bring in people who actually have a real problem we can solve. It’s less about volume now and more about quality."

2. Adjusting to AI search gets a lot of attention. Folks don't want to miss the train.

"We need to balance the ways we invest to ensure we rank well with traditional search, while also increasing our ranking/visibility to AI search engines"

3. Brand strength and awareness. This includes positioning, increasing share of voice, and market relevance, with a clear aim to stand out credibly in crowded categories.

"I am experiencing problems with brand clarity and identity since we have three separate lines of business that fall under 2 entities, but 1 overall company."

Do these three priorities match your top 3?

I was at a marketing conference in Austin not long ago.

I asked the attendees why they came. The number one answer by far was "to meet people."

Not to hear the speakers. Not for the content.

You can get that on YouTube. They came to network.

Here's the problem. Most conferences are designed to prevent that from happening. They are designed to deliver content. An outdated idea.

Sessions are scattered across different floors of a Hilton. Multiple tracks means the crowd is split into different rooms at all times. No organized parties. Minimal free time between sessions.

People pay money and travel to meet other people. The events make it hard.

But nobody actually needs more content. We're drowning in it.

I learned this right after covid when everyone was eager to get back out there. People don't go to conferences for information. They go for connection.

So I designed an event that doesn't get in the way of meeting people. It actually helps you meet the right people.

Hand matched introductions based on company size and role. Conversation prompts. Plenty of free time for connections. Three parties specifically designed to facilitate relevant conversations.

Not random networking. Intentional connections with people who actually matter to your work.

That's Spryng. March 24-25, 2026 in Austin.

Google "Spryng 2026" for tickets.

CEO @ Wynter. 3x Founder.

People get a yearly checkup or “annual physical” with their doctor. It's to check how you're doing, catch anything early.

In the same vein, you should get a messaging checkup every year. New competitors emerge, AI affects things, customer expectations change and the market evolves. 

If your positioning is done well, it's not likely to change frequently. 

Messaging, on the other hand, should be tested and optimized often.

Does it still resonate with your target audience? What about it comes across as "me too"? Are you still addressing the right pain points? Are you losing relevancy?

Run a message test now to check in and know what needs updating.

What is the best way to network for new opportunities? Turns out it's what's called "weak ties".

It's the people you've met at some point, but are not close with. A

A large study of LinkedIn connections (conducted by the Stanford Digital Economy Lab) shows the greatest job mobility comes from moderately weak ties.

So we have data that the more people you know - but are not exactly friends with - the more opportunities you get.

I think instinctively you already know this. It's been certainly true for me.

The number of doors that have been open for me just because I know people... it's insane. I've said this a number of times before, but it's just so true: the ROI on relationships is infinity.

A lot of the opportunities I've gotten are because of the people I've met in serendipitous ways. Often at conferences.

In-person human connection is just so much more powerful than any online format. Social media is great, but talking to someone in person for even just 20 minutes builds a relationship for years. It builds those "weak ties".

The more people know you and like you, the better chance you will get. It's not about exploitation or manipulation, it's about facilitating serendipity.

A different study by Harvard Business School on relational diversity also says that weak social ties are also crucial for happiness. It's not just for career and business.

All of THIS is the reasoning for how I do in-person events: I focus on facilitating connections. It's much less about the agenda and presentations. It's about who is in the room.

When you come to Spryng (my B2B SaaS marketing conference in Austin, Mar 24-25), you get to experience this in person.

I will make sure you meet people like you. 

75% of the event is about connecting you with like-minded folks to discuss shared challenges. It's the quickest way to get to a deeper level of conversation, find things in common - and possibly make friends for life.

Based on your in-take survey, we will introduce you to the people you need to meet there. We'll make intros between attendees already before it begins.

Spryng. Come to get solutions for your marketing challenges. Stay for future opportunities and new open doors.

Search for 'spryng 2026' to check it out.

If you're marketing to marketers, you gotta check this out. 

We just launched something really cool: ICP insights delivered to you every month on autopilot. 

It's done-for-you ICP research, and you get the insights you need to do better marketing, every single month.

And it's ridiculous how affordable it is.

A few years ago, I was telling my buddy Noah about the hard time I was having recruiting for a role. 

He challenged me: how much effort have I put in? Did I hop on airplanes and take potential candidates out to lunch? Did I do all I could?

The answer was "no". I did the bare minimum and then complained. 

He was right. 

But also, my excuses of lack of time and resource allocation (prioritizing other things) were not made up. Also real.

I think of this every time I hear a marketer wonder about what the market might want, which pain point to focus on, etc. 

Your ICPs can tell you what they need. But are you making an effort to listen?

Too often, companies treat ICP research like a checkbox: define it once, then move on. 

The real magic happens when you keep getting monthly insights on how their priorities and needs are evolving. Sometimes reality changes due to internal stuff, sometimes external (elections, stock market, competitor fundraised, etc). 

Companies like Cognism have reimagined their GTM by weaving ICP insights into every layer of their strategy, from product to marketing to sales, and it’s driving real results for them ($50M --> $80M).

ICP insights can become your go-to-market playbook.

When I ask marketing leaders what's holding them back from doing ongoing ICP research, the top 3 reasons are:

1. lack of access to ICPs
2. time constraints (takes too long to do it)
3. hard to prioritize insights over other stuff that needs to get done (resource allocation)

I get it. I empathize with that.

Having this in mind, we've been working on a new thing at Wynter to make all 3 reasons become non-issues. 

It's a product that delivers you rich, qualitative insights from specific ICPs on a monthly basis. Without you lifting a finger.

We're calling it ICP Pulse. 

It launched today, starting with the mid-market SaaS marketing leadership audience. If you sell to marketers, you get must-have insights on their needs, challenges and wants every single month. 

So you can market to them better.

A lot of B2B marketers are still treating AI like a side quest.

That mindset is already outdated.

The marketing job hasn’t changed. The execution has.

If you can’t use AI to research, produce, analyze, refine and ship faster without losing quality, you’re getting too old for this job.

Most marketers think they “know AI” because they’ve played with ChatGPT.

But AI is now inside every part of the stack
• Search is shifting to LLMs
• Content discoverability is changing
• Paid is becoming more model driven
• Prospect research is faster and deeper
• Workflows that used to take hours now take minutes

If you want to stay relevant, your past experience still matters. But your breadth needs an upgrade.

This is why CXL built the AI in B2B Marketing program at CXL. 

The Black Friday sale is running, up to 65% off right now. 

Go to cxl dot com

Every tool has every feature. Winning on more/better features is a transient advantage at best. 

So what do you do when you're very similar to other players in the market?

In B2B SaaS, you're competing on your story. 

On whether they like you enough to pick you over the alternatives that do the exact same thing.

Most companies don't know where to start with shaping a story that resonates.

So we're bringing Matthew Dicks to Spryng 2026 in Austin this March.

He's the world's number 1 storyteller. 52-time Moth GrandSLAM champion.
His 2 books on storytelling, Storyworthy and Stories Sell, are incredible. I've been recommending them to everyone.

1. He's giving a keynote on storytelling for business. Teaching everyone in the room how to do it. 
2. Then he's picking 3 attendees from the room and creating a business story for them. Live. In front of everyone.

You get to see how a winning business story gets built. 

Or you can volunteer, so the world's greatest storyteller helps build your story.

Google "Spryng 2026" to check out the event and get your ticket.

CXL annual Black Friday sale is live.

We optimize for the best instructors and the deepest B2B growth and experimentation content, not volume. This stuff is priced premium because it is. 

But every November, we drop the barrier significantly.

65% off monthly. 25% off annual.

If you've been waiting to level up your growth and experimentation skills, this is the window to do it.

Check out cxl dot com

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