How He Took SMB Churn From 12% Monthly to 4% In Social Media Marketing Space
Emeric Ernoult started his career in 1996 as a business lawyer in Washington DC. He launched his first startup in France in 2000. After 3 semi-failed Saas projects in the social media space, he finally got traction with Agorapulse, a social media management software launched in 2012. It got to $5M in ARR and is growing 80% per year.
Time Stamped Show Notes:
00:48 – Nathan’s introduction to today’s show
01:28 – How they finished last year with a run rate of $5M
01:38 – Why they’ve built a competitor to Hootsuite with an average RPU of $145 and 3,000 clients
02:25 – How they’ve bootstrapped using cash from their previous project
03:15 – Why they bought out the angel investors from their previous project in 2017
04:25 – The specific details around the buyout and multiples
05:45 – How he co-founded Agorapulse with his CTO
06:23 – Why Emeric is based in France but his team of 40 is distributed throughout the world
07:15 – How they were able to reduce churn through strategic pivots
08:48 – How they’ve reduced monthly revenue churn from 12% to under 4% in 3 years
11:00 – How they doubled revenue YoY
11:17 – Why they pay $150 in fully weighted CAC
12:18 – Why Emeric would rather spend money on Facebook ads than content marketing
14:30 – Why Emeric doesn’t view conference sponsorships as a good growth lever
15:10 – Emeric Ernoult’s favorite business book
15:22 – CEO Emeric Ernoult follows
15:50 – Why he wouldn’t sell for $15M
16:00 – His biggest learning from working in business law
16:44 – Emeric Ernoult’s favorite online tool
16:55 – Average hours of sleep per night
17:10 – If you could let your 20 year old self know one thing, what would it be?
Famous 5
Last business book read?— Extreme Ownership
What CEO do you follow?— David Cancel, Drift
What is your favorite online tool?— Slack
How many hours of sleep do you get?— 8
If you could let your 20 year old self know one thing, what would it be?— It’s going to be OK
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