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ActiveCampaign for European companies

Learn how this B2B SaaS startup from Europe uses Wildmetrics to grow their MRR

Wild Mail is ActiveCampaign for European companies.<h1>Introduction</h1><a href="https://www.wildmail.io/">Wild Mail</a> is a bootstrapped B2B SaaS company from Spain serving the European market. Founded in 2019 with a remote team of 9 people working from Argentina, UK, Austria &amp; Spain.&nbsp;The company is a reseller of ActiveCampaign offering additional benefits on top:&nbsp;<ul><li>Premium &amp; localised support in less than 1h</li><li>Free email analytics for ActiveCampaign</li><li>Best-in-class ActiveCampaign training</li><li>Europe-based serving European companies</li></ul>&nbsp;Disclaimer: Wild Mail is created by the same group of people that are also behind Wildmetrics. This customer story is obviously biased, but is still an incredible story. The reason for building Wildmetrics comes from the struggles we experience growing Wild Mail.<h1>Challenge</h1>Wild Mail was stuck in the €60k MRR range for over 7 months. This is when Wild Mail's growth team consisting of Jason, Benji, Luis &amp; Bastian got together to plan how to go from €70k MRR to €80k MRR as fast as possible.&nbsp;Jason, Benji and Luis are growth specialists and Bastian is the founder.&nbsp;The problem was that their customer journey was not converting well. They had no big-picture overview about their main SaaS metrics and they were also missing a north-star growth goal to follow.<h1>Solution</h1>The Wild Mail growth team started to use Wildmetrics and focused on three main things:&nbsp;<h2>1) Track monthly MRR goal &amp; stick to it</h2>The team started out by <a href="https://docs.wildmetrics.io/integrations/stripe">connecting their Stripe account with Wildmetrics</a> to get an overview of their MRR growth.&nbsp;&nbsp;They use the <a href="https://docs.wildmetrics.io/reports/mrr-report">Revenue report by Wildmetrics</a> to set a monthly MRR goal that they wanted to reach. For them that is 3000€ New business MRR monthly.<img src="https://res.cloudinary.com/dhjcvwq8b/image/upload/v1682080786/saas_mrr_goal_6488216960.png" alt="saas-mrr-goal.png" srcset="https://res.cloudinary.com/dhjcvwq8b/image/upload/v1682080786/thumbnail_saas_mrr_goal_6488216960.png 245w,https://res.cloudinary.com/dhjcvwq8b/image/upload/v1682080786/small_saas_mrr_goal_6488216960.png 500w," sizes="100vw">Having a clear goal aligned the growth team and created a north star metric for Benji, Luis &amp; Jason. They now know how many days they have left to complete their monthly MRR goal and how much they have achieved already.&nbsp;Once the goal is reached, Wildmetrics helps them communicate this to the rest of the team and also celebrate with some magical confetti inside Wildmetrics.&nbsp;They also have now a go-to place to check their daily revenue progress.<img src="https://res.cloudinary.com/dhjcvwq8b/image/upload/v1682080683/wildmetrics_header_f17a322323.png" alt="wildmetrics-header.png" srcset="https://res.cloudinary.com/dhjcvwq8b/image/upload/v1682080683/thumbnail_wildmetrics_header_f17a322323.png 245w,https://res.cloudinary.com/dhjcvwq8b/image/upload/v1682080683/small_wildmetrics_header_f17a322323.png 500w,https://res.cloudinary.com/dhjcvwq8b/image/upload/v1682080683/medium_wildmetrics_header_f17a322323.png 750w,https://res.cloudinary.com/dhjcvwq8b/image/upload/v1682080683/large_wildmetrics_header_f17a322323.png 1000w," sizes="100vw">&nbsp;They can easily spot new customers or expansions using “MRR movements” inside the Revenue report. You can click on each number to see who the new customer is and share it with the rest of the team to celebrate.&nbsp;<img src="https://res.cloudinary.com/dhjcvwq8b/image/upload/v1683200208/celebrate_mrr_ab42513257.png" alt="celebrate-mrr.png" srcset="https://res.cloudinary.com/dhjcvwq8b/image/upload/v1683200208/thumbnail_celebrate_mrr_ab42513257.png 234w,https://res.cloudinary.com/dhjcvwq8b/image/upload/v1683200208/small_celebrate_mrr_ab42513257.png 500w," sizes="100vw"><h2>2) Weekly growth sprints &amp; KPIs</h2>Every Monday, the growth team comes together for a weekly standup.&nbsp;On that standup they talk about:<ul><li>What did we accomplish last week?</li><li>What are our KPIs from last week?</li><li>What is our plan for this week?</li></ul>&nbsp;In the past, they would track their revenue KPIs manually using a Google Sheet. They would collect the data from different tools and then add it into the sheet. They would spend around 10 minutes every week just to collect data from Stripe.&nbsp;Now the Wild Mail team is using the “What is your progress” section inside the Revenue report to automate this, which saves them almost 1 hour every month.&nbsp;<img src="https://res.cloudinary.com/dhjcvwq8b/image/upload/v1683198136/mrr_progress_7da34502fc.png" alt="mrr-progress.png" srcset="https://res.cloudinary.com/dhjcvwq8b/image/upload/v1683198136/thumbnail_mrr_progress_7da34502fc.png 234w,https://res.cloudinary.com/dhjcvwq8b/image/upload/v1683198137/small_mrr_progress_7da34502fc.png 500w,https://res.cloudinary.com/dhjcvwq8b/image/upload/v1683198137/medium_mrr_progress_7da34502fc.png 750w,https://res.cloudinary.com/dhjcvwq8b/image/upload/v1683198137/large_mrr_progress_7da34502fc.png 1000w," sizes="100vw">This way, they have all their most import revenue KPIs in once place. They break them down weekly for their Monday stand-ups but on quarterly all-hand meetings, they change the period to “Quarterly” to compare quarters.&nbsp;KPIs they can easily break down for each sprint:<ul><li>Total MRR</li><li>Growth #</li><li>Growth %</li><li>Total ARR</li><li>MRR won</li><li>MRR lost</li><li>New business MRR</li><li>Expansion MRR</li><li>Paying subscribers</li><li>Net new customers</li><li>Customer churn</li><li>Net MRR churn</li></ul><h2>3) Increase conversion rate</h2>The next step was to figure out what their customer journey conversion rate was. To do so, they also <a href="https://docs.wildmetrics.io/integrations/segment">connected their Segment</a> account to Wildmetrics.&nbsp;A good B2B SaaS conversion rate is 30% (with quality leads), which is what they wanted to reach.&nbsp;They set up a <a href="https://docs.wildmetrics.io/reports/funnel-report">Funnel report with Wildmetrics</a> and created a 3-step funnel:<ul><li>Trial sign-ups</li><li>Purchases</li><li>Activations</li></ul>&nbsp;They noticed that their funnel converted at around 10% which was way below the benchmark. Especially, the conversion rate between trial sign-ups and purchase was too low.&nbsp;The team agreed on improving three things:<ol style="list-style-type:decimal;"><li>Email sequence for new trials</li><li>Educational tutorials</li><li>Getting started guide</li></ol>&nbsp;Benji re-wrote the email copy and adjusted the positioning.<img src="https://res.cloudinary.com/dhjcvwq8b/image/upload/v1678389425/email_sequence_565b92bac8.png" alt="email-sequence.png" srcset="https://res.cloudinary.com/dhjcvwq8b/image/upload/v1678389425/thumbnail_email_sequence_565b92bac8.png 245w,https://res.cloudinary.com/dhjcvwq8b/image/upload/v1678389426/small_email_sequence_565b92bac8.png 500w,https://res.cloudinary.com/dhjcvwq8b/image/upload/v1678389426/medium_email_sequence_565b92bac8.png 750w," sizes="100vw">Luis improved the “Getting started” guide and called it <a href="https://docs.wildmail.io/first-steps/week-1-with-wild-mail">"Week 1 with Wild Mail"</a>.<img src="https://res.cloudinary.com/dhjcvwq8b/image/upload/v1678389367/getting_started_guide_406d601d86.png" alt="getting-started-guide.png" srcset="https://res.cloudinary.com/dhjcvwq8b/image/upload/v1678389367/thumbnail_getting_started_guide_406d601d86.png 234w,https://res.cloudinary.com/dhjcvwq8b/image/upload/v1678389367/small_getting_started_guide_406d601d86.png 500w,https://res.cloudinary.com/dhjcvwq8b/image/upload/v1678389367/medium_getting_started_guide_406d601d86.png 750w,https://res.cloudinary.com/dhjcvwq8b/image/upload/v1678389367/large_getting_started_guide_406d601d86.png 1000w," sizes="100vw">Jason started to record weekly tutorials for their <a href="https://www.youtube.com/@WildMail_EN">YouTube channel</a> to educate users.<img src="https://res.cloudinary.com/dhjcvwq8b/image/upload/v1678389209/youtube_tutorials_9a16fc59f1.png" alt="youtube-tutorials.png" srcset="https://res.cloudinary.com/dhjcvwq8b/image/upload/v1678389208/thumbnail_youtube_tutorials_9a16fc59f1.png 234w,https://res.cloudinary.com/dhjcvwq8b/image/upload/v1678389209/small_youtube_tutorials_9a16fc59f1.png 500w,https://res.cloudinary.com/dhjcvwq8b/image/upload/v1678389209/medium_youtube_tutorials_9a16fc59f1.png 750w,https://res.cloudinary.com/dhjcvwq8b/image/upload/v1678389209/large_youtube_tutorials_9a16fc59f1.png 1000w," sizes="100vw">The results improved and they achieved a 32% conversion rate.<img src="https://res.cloudinary.com/dhjcvwq8b/image/upload/v1678195840/wildmetrics_customer_journey_analytics_8b4b2d2cf0.png" alt="wildmetrics-customer-journey-analytics.png" srcset="https://res.cloudinary.com/dhjcvwq8b/image/upload/v1678195840/thumbnail_wildmetrics_customer_journey_analytics_8b4b2d2cf0.png 245w,https://res.cloudinary.com/dhjcvwq8b/image/upload/v1678195840/small_wildmetrics_customer_journey_analytics_8b4b2d2cf0.png 500w,https://res.cloudinary.com/dhjcvwq8b/image/upload/v1678195840/medium_wildmetrics_customer_journey_analytics_8b4b2d2cf0.png 750w,https://res.cloudinary.com/dhjcvwq8b/image/upload/v1678195840/large_wildmetrics_customer_journey_analytics_8b4b2d2cf0.png 1000w," sizes="100vw">Data by Wildmetrics using data from Stripe &amp; Segment combined.<h1>Outcome</h1>The Wild Mail growth team uses Wildmetrics now on a daily basis to track their MRR north star goal. Thanks to a higher customer journey conversion rate, there are able to grow MRR faster than before.<img src="https://res.cloudinary.com/dhjcvwq8b/image/upload/v1678390758/mrr_growth_9446d28484.png" alt="mrr-growth.png" srcset="https://res.cloudinary.com/dhjcvwq8b/image/upload/v1678390758/thumbnail_mrr_growth_9446d28484.png 234w,https://res.cloudinary.com/dhjcvwq8b/image/upload/v1678390758/small_mrr_growth_9446d28484.png 500w," sizes="100vw">

How Wild Mail grew from €70k to €80k MRR in 4 months