HGData $24M Raised, $10M 2016 Revenue Helping B2B Companies Get Accurate Data with Mark Godley


In Episode #536, Nathan interviews Mark Godley. He has helped leadership positions at technology companies of all different sizes from pre revenue to publicly traded. He’s best known for driving revenue at significantly up pieces industry growth while rejecting herd mentality. Marks equally proud of his accomplishments outside of work finding time daily to read, work-out and cook. All being an engaged father, spouse and citizen.



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Famous Five:

  • Favorite Book? – The Devil in the White City
  • What CEO do you follow? – Henry Schuck and Yonatan Stern
  • Favorite online tool? — Flipboard, Stitcher, GaggleAMP and Lead Forensics
  • Do you get 8 hours of sleep?— No
  • If you could let your 20-year old self, know one thing, what would it be? – Living below your means gives you tons of options, think about your life you wanted at age 50 and work backwards, we’re running a marathon not a sprint and it takes planning, sacrifice and resilience and then don’t define success and happiness by your paycheck”

Time Stamped Show Notes:

  • 01:42 – Nathan introduces Mark to the show
  • 02:25 – HG Data is in a competitive and intelligent space
    • 02:35 – HG Data build data sets used by sales and marketing teams to do precision targeting at scale
  • 03:05 – The founder founded HG Data in 2012 after an exit
  • 03:43 – Mark is the Chief Revenue Officer (CRO) at HG Data
    • 04:02 – Mark handles all the market phasing for the company
  • 04:31 – When HG Data was founded it served the enterprise space
    • 04:49 – Last year is when they started to go down market
    • 04:58 – Number of enterprise client is 15-20 with 6-figure ARR
    • 05:15 – HG Data had traditional customers as well that totaled to 50
    • 05:58 – HG Data had a transition from a data company to a product company
    • 06:12 – Total ASP
  • 06:50 – HG Data wants to increase the customer base but lower the RPU
    • 07:56 – HG Data created a use-space specific databases
  • 08:19 – HG Data tries to keep the balance of enterprise and down market pricing
    • 08:34 – 50% of the revenue is from direct lance and 50% is from the partners
  • 09:22 – Mark shares what he is worried about in regards to their target
  • 10:09 – Mark shares how their partners use their data
  • 10:55 – Average pay per user annually
  • 12:05 – There are 10-50 OEMs in the customer base
  • 12:37 – Average number of customer
  • 13:00 – Mark only follows ARR and not MRR
  • 13:27 – Mark shares that they are focus on building the new space and they are currently spending and losing money by design but hoping for a cash flow positive
  • 14:00 – Gross annual customer churn is less than 10%
    • 14:30 – “We’ve had one 6-figure churn in the last 4 years”
  • 14:40 – CAC
  • 15:23 – “We’re looking for a more high-velocity sales model”
  • 16:13 – The company is based in Santa Barbara where they have 80 employees
  • 16:42 – Connect with Mark through Twitter and LinkedIn
  • 18:40 – The Famous Five

3 Key Points:

  1. Transition of the customer market is expensive and risky.
  2. Think about your partners before making decisions.
  3. Live without regrets.

Resources Mentioned:

  • Acuity Scheduling – Nathan uses Acuity to schedule his podcast interviews and appointments
  • Drip – Nathan uses Drip’s email automation platform and visual campaign builder to build his sales funnel
  • Toptal– Nathan found his development team using Toptal for his new business Send Later. He was able to keep 100% equity and didn’t have to hire a co-founder due to the quality of Toptal
  • Host Gator– The site Nathan uses to buy his domain names and hosting for the cheapest price possible.
  • Audible– Nathan uses Audible when he’s driving from Austin to San Antonio (1.5-hour drive) to listen to audio books.
  • The Top Inbox – The site Nathan uses to schedule emails to be sent later, set reminders in inbox, track opens, and follow-up with email sequences
  • Jamf – Jamf helped Nathan keep his Macbook Air 11” secure even when he left it in the airplane’s back seat pocket
  • @Mgodley21 – Mark’s Twitter handle
  • LinkedIn – Mark’s LinkedIn account
  • Show Notes provided by Mallard Creatives