In this episode, Mikael Dia, Founder and CEO of Funnelytics, shares insights into the journey and growth of Funnelytics, a marketing analytics platform. Mikael discusses how Funnelytics helps businesses visualize customer journeys and overlay data to optimize conversions and identify bottlenecks.

Product Overview:

Funnelytics is a marketing analytics platform that allows businesses to visualize customer journeys on a digital whiteboard. It helps users see conversion rates, identify bottlenecks, and understand the flow through various touchpoints. The platform integrates with tools like HubSpot and uses a tracking script on websites to collect and visualize data.

Customers:

• Thousands of customers across various industries, including agencies, e-learning, SaaS, and e-commerce sectors.
• Revenue Distribution**:** Approximately 30% from agencies, 30% from midsize in-house teams, and 30% from mapping-only users.
• Customer Acquisition**:** Acquires approximately 50 new customers per week. Around 200 new free trials per week.

Top of Funnel Channels:

• Initially relied on paid advertising to promote the free mapping tool.
• Currently, most traffic is organic, driven by word-of-mouth and users sharing their experiences.
• Self-attribution from customers points to sources like YouTube, Instagram influencers, and LinkedIn.

Conversion Strategy:

• Uses a product-led approach with a free mapping tool and a free trial model.
• Focus on optimizing the onboarding experience for new users.
• Employs an SDR process to identify high-value leads from free trials and schedules kickoff calls to demonstrate the platform and assess fit for higher-level plans.

0 to 1 Journey (Initial Days):

Mikeal built the first version of Funalytics for his own agency needs. To gain early users, he:

• Launched a free mapping tool and built a community on Facebook.
• Offered a lifetime deal for early access to the analytics feature, generating over $200,000 in 48 hours and closing seven figures in non-recurring revenue in the first 12 months.

Company Funding & Team:

• Funding**:** Raised $3 million in VC funding, primarily used to rebuild the platform for scalability.
• Initial Development Cost**:** Built with a small team of developers, funded by lifetime deal revenue and early income.
• Team Structure**:** Initially had three full-time engineers and one part-time engineer.

Vision:

Funalytics aims to become the command center for digital marketing teams globally, providing a universal language through its visual canvas and data integration. The company is focused on sustainable, profitable growth and is considering raising a Series A round to further scale its operations.

Conclusion:

Mikhail's journey with Funalytics highlights the importance of adaptability, leveraging user feedback, and maintaining a clear vision for growth. The episode provides valuable insights into building and scaling a successful SaaS product in the competitive marketing analytics space.