SaaS: 30,000 Customers Make Him King of Call Tracking and Attribution

Todd Fisher

In Episode #805, Nathan interviews Todd Fisher. He’s the co-founder and CEO of CallTrackingMetrics, a top rated call automation and lead management platform serving over 30K businesses around the globe. Todd developed the initial software and continues to be the driving technical force behind the company. He has also made a number of notable developments in the technical field, especially within the Ruby on Rails community

Famous Five:

  • Favorite Book? – N/A
  • What CEO do you follow? – Elon Musk and Steve Jobs
  • Favorite online tool? —
  • How many hours of sleep do you get?— 6
  • If you could let your 20-year old self, know one thing, what would it be? – “Get your shit together”

Time Stamped Show Notes:

  • 01:30 – Nathan introduces Todd to the show
  • 02:00 – CallTrackingMetrics has 30K paying customers
  • 02:45 – CallTrackingMetrics sells phone numbers and provides functionality and features to those
    • 03:08 – It can track which ads resulted to a phone call
  • 03:27 – CallTrackingMetrics was launched in 2011
  • 03:40 – Todd started with Revolution Health Group in 2005, then in Captico in 2008
  • 04:24 – Todd started with a website that accepts credit cards for CallTrackingMetrics
  • 04:58 – Todd met his wife in 2008, and who is also part of the CallTrackingMetrics company
  • 06:00 – First year revenue was around $10K MRR
  • 06:26 – In 2012, CallTrackingMetrics had 1700 customers which became 5K in 2013
    • 06:43 – Currently, they’re passing 30K customers
  • 07:05 – Todd shares how they increased the number of their customers
    • 07:42 – The first few customers found CallTrackingMetrics through a small landing page which was put into Google AdWords
    • 08:30 – Todd’s conversation with Living Social’s founder, Erin
    • 08:55 – Todd learned the RIGHT way to target customers through AdWords the HARD way
  • 09:28 – Todd tracks their own app
  • 09:46 – Last month, they spent 6-figures on AdWords and they also did other paid channels
    • 10:49 – Average CAC
  • 11:20 – Customers pay an average of $2K a month from a marketing agency
    • 11:46 – Call tracking is an enhancer for their campaign
  • 12:08 – CallTrackingMetrics has two types of customers
  • 12:43 – 20% of the 30K customers are marketing agencies
  • 13:16 – Last month’s MRR is around $1.2M
  • 15:04 – Churn is around 6% monthly
  • 15:43 – Team size is 23,
    • 15:55 – 3 in sales, 2 in marketing, 5 engineers and most are in support
  • 17:35 – The Famous Five
  • 20:08 – CallTrackingMetrics is totally bootstrapped

3 Key Points:

  1. Continue to explore what you want to do until you find something that will make you content and happy.
  2. Ask around for opinions and don’t make decisions out of frustration.
  3. Create something that adds value and brings joy to others.

Resources Mentioned:

  • Simplero – The easiest way to launch your own membership course like the big influencers do but at 1/10th the cost.
  • 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
  • GetLatka – Database of all B2B SaaS companies who have been on my show including their revenue, CAC, churn, ARPU and more
  • Klipfolio – Track your business performance across all departments for FREE
  • Hotjar – Nathan uses Hotjar to track what you’re doing on this site. He gets a video of each user visit like where they clicked and scrolled to make the site a better experience
  • Acuity Scheduling – Nathan uses Acuity to schedule his podcast interviews and appointments
  • 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
  • Show Notes provided by Mallard Creatives