Stephen Mayall

I create GTM strategies that build pipeline - by prioritising demand generation & content above everything else | Marketing Director @ Log my Care

I love marketing startups, I hate marketing myself. So here's six quick sound bites about me and my work, to date.

1) I went from award-winning designer for one of the worlds fastest-selling consumer products in history to director of content at an ASX-listed startup and running marketing at a global Edtech startup.

2) I developed a proprietary playbook and sales system directly responsible for exceeding monthly quotas for direct demo MQLs, and building over 60% of the sales pipeline and 70% of revenue.

3) I built BridgeUs highly popular blog and content engine from zero to 40K engaged email subscribers and over 500 inbound leads per month. 

4) I scaled Webcentrals website and blog from $5M - $20M ARR  

5) This is how I sum up my job. I help SaaS startups implement scalable GTM strategies to grow their audience, leads, pipeline & revenue.

6) 🔝 To connect with with me, ring the bell 🔔 on my profile, follow for daily content on marketing, content strategy and distribution.

Better yet, subscribe to my weekly newsletter the content playbook. 

Every Wednesday, you'll get one actionable, zero-fluff email to help you distribute your content to attract and convert your ideal customer. 3 min read.

Sign up 👉 https://www.stephenmayall.com/newsletter

Marketing Director

I help early-stage SaaS startups build scalable GTM strategies that strengthen their brand, generate sales leads and convert them into customers.

- Content strategy
- Content marketing
- GTM strategy
- Demand generation
- Book more demos

SaaS Camp

SaaS Camp is a Performance-Based Accelerator for B2B SaaS startups. Our specialty is working with founders who are scaling through direct sales (i.e. selling solutions at $1k/mo all the way to 1M/y).

High chance you've understood that getting to your long-term revenue targets won't happen just through visiting boring events or relying on inbound. We can help you nail your Cold Email and LinkedIn systems, so you get from 4-20 to 60-110 product demos a month.

It makes total sense for you to speak to our team if:
- You're a B2B SaaS founder selling a product at 1k/mo all the way to 500k/y
- You understand you'd want to have a predictable in-house system for getting an extra 20-40 demos a month
- You want to secure/increase your close rate as you scale

We've run over 100 startups through the program, helping them to fill their pipeline in every niche you can imagine. We got so good at it that now we work on a performance-based model, getting 60% of our fee only after you add +240K ARR from our systems.

Check out numerous testimonials of our students at saascamp.com and book a call to see if we can help you out.

Founder

Startup Mentor

Sole Proprietor

Founder Coach

SaaS tool for exam preparation

Founder & CEO

Sobachii Kaif

Co-Founder

Okinawa Techwear

Co-Founder & CEO

Global Markets Research Analyst

Textura Jewelry

BulletPoint VC — Pitch Decks for Startups

Business Development Manager

I was working as a Research Analyst at EY, until one day I realized that corporate life isn't for me.

I left to launch businesses. The first one was a jewelry store. Launched a cool collection, but co-founding jeweler received an offer for a higher-paid role. I couldn't get proper traffic and shut this one down (could've kept going).

Next, I started dropshipping backpacks. My friend and I created one FB ad campaign after another and kept getting them banned. Gave it another shot with dropshipping skincare, but the 7th ban was permanent and we gave up on it.

I knew one day I would make things work, and with 2 other friends, I started an ecom store selling dog toys. We were overwhelmed with logistical hustle. And with friends handling full-time jobs, we slowly put it to an end. 8 months later I randomly went through Excel and it turned out we made 1,7X return on every $1 spent. It was not that obvious because it took 4 months for all units to sell. If only we continued, we could've just 100X'd the same model. 

But, I was excited about IT startups and started building different products with no code. I made every mistake possible, from going too broad to building every feature request. Back then I was afraid to charge $20 for a lifetime deal and got (begged) people in with discounts. Fun times.

A few products and countless mistakes later, my accountability platform got initial sales. Other founders started asking me for advice, as for the moment I was a bit further. My guidance got them better results than I had myself, they shared amazing feedback and I loved it. That's how I found out I want to coach founders for a living.

Today I have created Go-To-Market Strategies and campaigns for over 100 B2B SaaS startups. My outbound LinkedIn campaign helped an AI Property startup close an 8-figure real estate deal with the #1 Investment Fund in Dubai. 

By now I've generated $55M in new revenue and in 2023 my outbound campaigns booked startups 1500 product demos.

We're now averaging 22 applications a week for SaaS Camp from LinkedIn, cold email, and SEO. So I am specializing in solving 2 problems I solved for myself: 

A) Helping B2B SaaS startups book more product demos
B) Helping them increase their close rate

So if you're a B2B SaaS founder scaling through product demos and want to solve these 2, feel free to tell me about your case and I'll share what I feel you're missing.

If you'd like to hear the whole story (and what other expensive mistakes I made) - I covered them in this YouTube video: https://youtu.be/6QEVRjVMlsU?si=ErBhG_O4mjpN_Ljd

Denis Shatalin

I see so many B2B SaaS founders obsess over complete vanity metrics in their ad campaigns.

None of the CTRs and CPMs matter if you aren't turning $1 into $2-5. 

The correct metric hierarchy is as follows:

1. Roas (considering your LTV too)
2. Cost per qualified showed up call
3. The rest

"The rest" can't possibly beat the importance of roas and cpqc. So the next time you're telling yourself your campaigns are fine, please don't make this assumption because your CTRs are great.

B2B SaaS Growth Advisor | Teach founders how to use Meta algorithm to reach top 5% of their in-market buyers | 14 startups to 100K MRR using High-Intent Ads | 8-figures in client results

In the past 4 years I have used 20 different funnels for scaling B2B SaaS startups and my own businesses.

Some of them I spent hundreds of hours and over $50k in costs just to realize they're terribly overrated and weren't worth going into in the first place.

Also, there are numerous stories when I or one of my clients would waste a YEAR working on a certain funnel just to realize that for their type of solution it's a complete waste of time.

That's why I recorded a 1h video ranking every b2b saas funnel there is, and sharing my thoughts on when it makes a lot or zero sense to use it for your startup.

I did spend over 100k on one of them which turned out to be a complete waste, shared the story inside. 

Really don't want you to repeat the same mistakes and instead invest your effort where it's optimal.

Learn all of this in this youtube video I uploaded (link in comments)

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https://youtu.be/SSyfhOHLuH0?si=FY55OTjVHvlcA_eU

I teach B2B SaaS founders how to use Meta algorithm to reach top 5% of their highest intent, in-market buyers (so they finally stop chasing the rest and scale quicker)

How do you add 600K ARR in 5 months spending less than 18K on ads?

A B2B SaaS founder came to me with a solid product, happy customers, and good retention. On paper everything looked fine.

But they were stuck. Doing everything manually. Cold calling, Facebook DMs, whatever they could find. Two founders handling all demos themselves with no room to scale.

When we dug into what was missing, it became clear fast:

No predictable way of getting new leads - check
Leads not coming to demos pre-qualified - check
No repeatable system that could scale without them - check

So here is what we did.

First, we shifted from pure outbound to paid ads. One Facebook ad with the right angle took them from struggling to fill a calendar to needing to hire a setter just to handle the volume.

Then we tackled churn. They were sitting at 30% monthly gross churn, which was silently killing all the growth coming in at the top. The fix wasn't the product. It was setting better expectations in onboarding and actually talking to customers before they decided to leave. Churn dropped from 30% to 13%.

Then we looked at average order value. By shifting pricing tiers upward and prescribing higher plans based on customer goals, average subscription nearly tripled.

More demos. Less churn. Higher ACV.

600K ARR added. Less than 18K spent on ads over the entire period.

One of my first tech projects was an app for medical students to prepare for exams. Wonderful idea which made complete sense:

- Medical students have a lot of exams they need to prepare for
- They can't fail them (many bad consequences)
- They spend hours on preparation
All boxes check.

But turned out one *tiny* thing was missing...


See, I intended to make money with this tool instead of going the typical VC route. And that's how I learned there is a terrible disconnect when I started asking my first users to pay... I couldn't convince them to give me even $20-$40/mo for it.

I'm smiling as I'm writing this. But back then it was a very hard lesson, because I put more than 5 months building it daily, learned all the no-code tools of that time to get it to market, and spent weeks DMing students to receive their feedback.

The fact they "loved" the app but my project's MRR wouldn't even cover my lunch for the day left me puzzled.


It *only* took me a few more ventures and entrepreneurial years before I learned the most fundamental business lesson: If you intend to make money within the first year, you should be in the business of helping winners win more, not turning losers into winners.

It's not that in my eyes medical students are losers. But hear me out — when you don't have millions in runway (and even if you do, but there are competitors who have 10X) — you should be very mindful about who you do and who you don't work with.

One of the most common mistakes I see founders making, and the one I made myself, is trying to make money off customers who: 
aren't wealthy
don't have any urgency
aren't the ones who will have the biggest benefit / ROI from using the product


This results in the same deadly loop I fell into:
You waste months/years implementing feedback from the wrong people
Waste all your resources
End up in a totally wrong direction
Your startup story comes to an end


If you have a slight feeling your product is worth more than you're selling it for, or you know your competitors are charging more for a similar (or worse) software, than from my experience 100% of times you can be making multiple times higher profit if:
- You position it right
- You get enough good traffic into it using High-Intent Systems 
 
All fastest growing companies I know were never in the business of transforming losers. They all focused on helping winners win more. That’s exactly why I do the same now — both in my advisory and in my other projects.

It's easy to get off track with your startup when you don't know what specifically you need to pay attention to.

Then months go by, your runway shrinks and you're no longer thinking how to capture your market, but rather how to stay afloat.

Six weeks ago I started working with a founder in AI space who is 4 years in with his B2B SaaS.

But he still didn't break through 1M ARR level.

When we started digging into reasons why he's plateaued for the past years, at first it was unclear:

good ticket size - check
consistent demos - check 
little churn - check

So I then zoomed out and looked at LTV:CAC. It made sense too.

Turned out, he has been spending the same amount of effort shipping features for users from different pricing tiers.

And then it has become obvious: he never broke through 1M ARR ceiling because he kept trying to optimize for everyone.

His first thought - "let's optimize for highest LTV clients then".  

But it's not as easy. Because when deciding on your product and marketing strategy for scaling beyond 1M-3M ARR, you need to analyse your ICP at a deeper level.

So I advised to consider sales velocity, buying intent, show up rates and a few additional parameters which were essential in his case.

Result? In the past 6 weeks he went from drifting between -5% to 5% Month-Over-Month growth rate to now pacing 15%-20%.

No surprise. 

You can't win a sailing regatta with a broken compass.

One of the biggest mistakes in SaaS ads? Not DQing enough.

Knowing how to run ads gives you a fantastic privilege. They allow you to move from chasing leads and hoping when is the next gonna come from, to having so many interested people you can choose who to do business with.

But if you're allowing semi-qualified prospects to enter pipeline, usually that's how you're hurting your business more than growing it.

Letting semi-qualified people in pollutes your pixel, Meta learns how to bring more of such semi relevant people in, and then you waste months trying to get back in front of the right audiences. 

Clarify your ICP and in your quiz allow motivated qualified people in. Your only job is to be clear on how to help them, not try to get everyone in.

I helped B2B SaaS founders book over 5000 product demos with ads.

Today I made a 30-min video ranking all ad creative formats from best to worst, to save you millions my clients and I spent testing them all for you. 

(Included examples for all of them)

 Comment “Ads” and I’ll send it to you.

Watch this to learn how to put yourself in best position to exit your SaaS at 5X+ valuation – https://lnkd.in/e9it5q3b

Open video: If you want to exit B2B SaaS at 5X+ valuation — listen carefully on youtu.be

If you want to exit B2B SaaS at 5X+ valuation — listen carefully

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Stephen Mayall

Denis Shatalin

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The Battle

Stephen Mayall

Denis Shatalin

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Denis Shatalin's LinkedIn Performance

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