Should Account Based Marketing Tool Use SaaS Business Model?


Rodrigo is the co-founder of ListenLoop, an account-based marketing (ABM) advertising software the helps B2B marketers deliver targeted ads to specific buyer personas at their most-desired accounts.

There, Rodrigo focuses on product, marketing, and sales. He codes in Rails and loves Excel, which he inexplicably picked up while earning his B.S. in Elec. Eng. and J.D. at Yale & Columbia, respectively.

Rodrigo loves data analysis, and friends often chuckle at his overuse of spreadsheets.


Listenloop was launched in 2013, raised $2m, and has been cash flow positive throughout 2017.

They are experimenting with acquisition right now with a current CAC of about $700. Using their own tool, here are their funnel costs:

Cost per lead: $50
Cost per demo: $100
Cost per customer: $700

They need 14 new leads to get 1 new customer. Whats your ratio? Hows it compare?

They are churning 10%¬†of their customers every month due to the¬†campaign driven nature of their tool. Rod’s experimenting with pricing models and product placement but I wonder if he’s trying to force a SaaS model on a product that’s just not SaaS.

Famous Five

Nathan: What is your favorite business book?
Rod: The Hard Thing About Hard Things

Nathan: Which CEO are you following or studying?
Rod: Jeff Bezos

Nathan: What is your favorite online tool?
Rod: Zapier

Nathan: How many hours of sleep do you get each night?
Rod: 8

Nathan: What do you wish your 20 year old self knew?
Rod: Patience!