Grow Your B2B SaaS Joran Hofman

In today's episode of the "Grow Your B2B SaaS" podcast, we dive into the journey of Michael Heiberg, CEO and founder of Ocean.io, a cutting-edge account-based data platform powered by AI. Join us as we uncover Michael's path from sales at SAP to launching his own venture, exploring the challenges and triumphs he faced along the way. Discover how Ocean.io is reshaping the sales and marketing landscape through precision targeting and innovative AI solutions. 

Key Timecodes


(00:00) Show Intro
(01:45) Ocean’s Funding Rounds and Employee Count
(02:40) Michael’s Entrepreneurial Journey
(05:01) Market Redefinition and End Goal
(08:20) Overcoming Rock Bottom Moment
(09:55) Incremental Success Factors
(14:00) Go-to-Market Strategy
(16:20) Targeting Specific Industries
(18:17) Marketing Approach and Challenges
(26:40) Advice for Founders Starting Out

How did Userflow grow to 4.6M ARR with a team of 3?

In this episode of the Grow Your B2B SaaS Podcast, Joran Hofman interviews Esben Friis-Jensen, the founder of Userflow, a successful SaaS company that grew to 4.6 million ARR and was later acquired by Beamer.

Esben's entrepreneurial path is a testament to the power of persistence, innovation, and strategic decision-making in the competitive landscape of the tech industry. Esben shares his entrepreneurial journey, starting from his days at Accenture to founding Cobalt and eventually Userflow. He talks about his motivation, personal life as a digital nomad, and his experiences in the startup world.

Key Timecodes


(00:39) Getting to Know Esben
(02:15) Esben's Background and Motivation
(02:59) Starting Userflow and Idea Generation
(05:05) Bootstrapping vs. VC Backed
(06:26) Lessons from Cobalt and Userflow
(09:16) Scaling Userflow with a Small Team
(11:30) Managing Customer Requests and Enterprise Clients
(14:18) Leveraging SOC 2 Type 2 and Pricing Strategy
(26:06) Leveraging AI in Userflow

Jamie, CEO of Cybersmart, shares invaluable insights and strategies for B2B SaaS founders navigating the journey from startup to scale-up. From effective time management to fostering a supportive company culture, Jamie offers practical advice gleaned from his own experiences. Whether you're striving to reach $10k in monthly recurring revenue or aiming for $10 million in ARR, this episode provides actionable tips to help you succeed in the competitive world of B2B SaaS.



Transitioning from a hands-on founder to a visionary leader requires a shift in focus towards strategic initiatives and personal growth. By stepping back from day-to-day operations and honing in on high-level goals and vision-setting, founders can steer their companies towards sustainable success. Embracing change, fostering a robust company culture, and focusing on personal development are essential components for navigating the complexities of scaling a SaaS business. The evolution from being deeply involved in every aspect of the business to empowering the team and driving organizational success is a crucial phase in the founder's journey.

Key Timecodes


Jamie's Background and Entrepreneurial Journey (00:37)
Goals and Motivation (01:46) 
Company Overview and Metrics (02:28) 
Funding and Investor Relationships (03:18) 
Product Market Fit and Customer Feedback (05:11)
Go-to-Market Strategy and Channel Partnerships (12:27)
Company Challenges and People Management (16:37)
Personal Development and Time Management (30:26)
Advice for SaaS Founders at Different Stages (35:41)
Jamie's Advice on Leadership and Planning (39:38)
Encouragement for SaaS Founders (40:06)
Stay Quivered - Perseverance and Adaptability (40:57)

When embarking on the journey of building a Software as a Service (SaaS) company, founders often face a many challenges at different stages of growth. One crucial aspect that cannot be overlooked is the process of finding the right people to fill key positions within the organization. Whether it's identifying the perfect fit for a lead role or building a strong management team, the importance of having the right individuals in place cannot be understated. This task requires a keen eye for compatibility in terms of go-to-market strategies, target audience alignment, and overall vision for the company's growth. 

In the Season 4 opener of the Grow your B2B SaaS podcast, host Joran Hofman engages in a candid conversation with Michael Kamleitner, CEO at Walls.io and Founder at Swat.io. Together, they explore Kamleitner's journey in bootstrapping two successful SaaS companies to a combined $10 million in annual recurring revenue (ARR).

Key Timecodes


Show intro - (0:00)
Introduction of Michael Kamleitner - (0:28)
Founding of SWAT.IO and WALS - (1:09)
SWAT.IO as the first startup - (1:24)
Entrepreneurship aspirations - (1:32)
End goals for both companies - (1:39)
Motivation behind running two companies - (1:48)
Current ARR of both companies -(2:14)
Total number of employees - (2:31)
Funding status of the companies -(2:38)
Decision on bootstrapping vs. funding - (3:04)
Ideation process for startups - (3:53)
Importance of agency experience in product ideas - (4:30)
Achieving product-market fit - (5:05)
Transition from service model to software - (6:18)
Challenges of transitioning from agency to SaaS - (7:28)
Go-to-market strategy evolution - (8:08)
Shift from sales-led to product-led growth - (8:51)
Importance of content marketing and SEO - (10:36)
Challenges with differentiation and pricing - (14:08)
Handling unexpected costs in business - (19:42)
Lessons learned from Twitter API cost incident - (21:32)
Advice on hiring and building a strong team - (29:20)
Importance of networking and community support - (31:18)

In season 3 of the Grow Your B2B SaaS podcast, we asked all our guests the same question: "What kind of advice would they give a B2B SaaS founder growing to 10M ARR?". By combining all the advice into one single episode you will be able to hear their answers in less than 40min!

So, are you looking to grow your SaaS and unsure how to surpass the 10M Annual Recurring Revenue (ARR) mark? This podcast episode will be packed with advice from industry experts. All the guests will give practical advice on how to grow your SaaS and make it successful in the long term.

If you like the answer of any of the guests, we would recommend jumping into the whole show as there will be a lot more advice!


Season 3 guests of the Grow Your B2B SaaS podcast


How to achieve Product Led Growth for your SaaS With Wes Bush
How to audit your SaaS growth? With Asia Orangio
Lessons learned; Bootstrapping a B2B SaaS to 20M ARR in revenue With Emeric Ernoult
How to improve your SaaS Sales With Kevin Dorsey
How to implement the Growth Hacking mindset in your B2B SaaS? With Sean Ellis
How to prepare your SaaS for an exit? With Dirk Sahlmer
How to price your B2B SaaS to accelerate growth? with Wolter Rebergen
How to get your first 1.000 users for your B2B SaaS With Simon Høiberg
How to achieve Product Market Fit for your B2B SaaS With Maja Voje
How to implement a profit-led approach for your SaaS with Guillaume Moubeche
How to Achieve Explosive Growth and Increase Profitability with Stefan Avivson
How to unify Sales, Marketing & SDR’s in your GTM strategy With Chris Walker
How to turn Discovery Calls into Customers with Chris Orlob
How do investors analyse SaaS businesses? With Cameron Hay
 How to scale your SaaS to 1M MRR using processes with Matt Wolach
The Unsexy Truth about Startup Success with Cristobal Alonso
How to setup affiliate marketing for B2B SaaS with Dustin Howes
How Chili Piper is Becoming A Billion Dollar Company With Alina Vandenberghe
How to build a billion dollar business within a year With Adam Robinson
How to sell Enterprise SaaS, Learn from a 100M+ ARR founder With Jim Yu

In season 3 of the Grow Your B2B SaaS podcast, we asked all our guests the same question: "What kind of advice would they give a B2B SaaS founder growing to 10K MRR?". By combining all the advice into one single episode you will be able to hear their answers in less than 40min!

So, are you looking to grow your SaaS and unsure how to surpass the 10k Monthly Recurring Revenue (MRR) mark? This podcast episode will be packed with advice from industry experts. All the guests will give practical advice on how to grow your SaaS and make it successful in the long term.

If you like the answer of any of the guests, we would recommend jumping into the whole show as there will be a lot more advice!