What does it take to build a SaaS product without a clear market leader?

Find all of the answers in the latest episode of Grow with the Flow where Clément Dumont and Georgi Furnadzhiev sit down with Ward van Gasteren, a growth consultant for giants like TikTok, Pepsi, Cisco, and Nestlé, co-author of Growing Happy Clients, and founder of Growth Orange—an experiment management tool for growth teams.

This episode is a must-listen if you're building in a purple ocean—a market with no defined demand, benchmarks, or buyer expectations. Inside the episode:

✅ Lessons from working with 8-figure brands and building scalable growth teams

✅ Why retention is the biggest growth lever

✅ How to define minimum valuable experiments

✅ What's like building a software in untapped market Whether you're growing a new product, leading a growth team, or trying to break out of the acquisition hamster wheel—this episode will give you a new lens on how sustainable B2B SaaS growth really works.

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Useful links:

Connect with Ward on LinkedIn: https://www.linkedin.com/in/wardvangasteren/

Check out Growth Orange: https://www.growthorange.com

Follow The Growth Syndicate on LinkedIn: /thegrowthsyndicate

Check our exclusive community for B2B Marketing leaders: https://www.thegrowthsyndicate.com/community

Take part of the TGS CON 2025 - A vetted conference for 200 founders and GTM experts: https://www.thegrowthsyndicate.com/conference

Highlights👇

02:18 – Introduction to Ward's story

08:09 – What makes successful companies stand out

09:01 – How to deal with companies where ego plays a huge role

13:20 – Building effective growth teams

22:12 – Defining minimum valuable experiments

23:49 – Insights from "Growing Happy Customers"

25:30 – Tips for writing a book

28:38 – Growing a SaaS in a non-developed category

35:48 – Finding your purple ocean

54:35 – Chatting about the TGS Community

59:29 – Retention as the main driver of growth

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thegrowthsyndicate.substack.com

Is SEO really dead or it's just your playbook?Let's find the answer together in the newest episode of Grow with the Flow, where Clément Dumont and Georgi Furnadzhiev sit down with Baptiste "Baba" Hausmann, an award-winning SEO expert who helped companies like Mollie, Tellent and many more turn their SEO strategies into real growth engines.If you’re still thinking of SEO as keyword stuffing and link-building… it’s time to update your playbook.As always, we had lots of fun talking to Baba while covering various topics including:✅ SEO evolution before and after AI ✅ The role the modern SEO Team✅ Connecting SEO to revenue ✅ A step-by-step SEO guide for a fake company (case study)✅ Keyword discovery & advanced research tactics Stick with us to the end to learn more about optimizing your brand for AI rankings!Whether you’re seasoned generalist or SEO expert this episode will help you embrace the new revenue-driven SEO playbook.

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Useful links:

Connect with Baba on LinkedIn https://www.linkedin.com/in/baba-seo/

Check out Baba's SEO playbook https://www.baba-seo.com/seo-revenue-playbook

Follow The Growth Syndicate on LinkedIn / thegrowthsyndicate

Check our exclusive community for B2B Marketing leaders https://www.thegrowthsyndicate.com/community

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Highlights👇

2:24 – Introduction to Baba’s story

8:06 – The evolution of the SEO playbook before and after implementing AI

12:51 – The role of the SEO team

18:18 – Building a growth engine following the new SEO playbook

22:09 – Taking your SEO engine from 1 to 1000

28:09 – Keyword discovery as part of your SEO engine

32:02 – Researching for SEO

37:57 – Optimizing your SEO playbook for AI ranking

41:14 – Baba’s biggest SEO success story

46:09 – Short answers from Baba

52:38 – Kudos and Facepalms

56:18 – LinkedIn post about SEO

58:27 – Rapid fire questions

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thegrowthsyndicate.substack.com

Expanding Into new markets? Most SaaS teams get it wrong

Scaling into multiple markets sounds exciting—until reality hits. We see most SaaS teams rush in without a solid foundation, leading to wasted resources, missed opportunities, and slow adoption.

Already feeling the pressure?

Come Join us for another podcast episode of Grow with the Flow where Ferdinand Goetzen and Clément Dumont sit down with Jean Bonnenfant, a serial growth leader for companies like Growth Tribe, Trezy, and currently Lleverage.

Jean has trained over 5,000 professionals at companies like ING, Philips, and PWC while coaching over 200+ startups. This conversation is packed with hard-learned lessons from the old days, so make sure not to miss out on it!

As always we covered a bunch of topics including:

✅ The hard truth about localization – Why native experts make or break your global expansion

✅ What types of companies make the most money – And why “boring” businesses are often the most profitable

✅ A brief introduction to Web3 growth – What’s different, what works, and what doesn’t

✅ The power of qualitative data – Why every growth leader should balance numbers with deep insights and so much more!

Let's dive into the episode 👇

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Useful links:

Connect with Jean on LinkedIn https://www.linkedin.com/in/growth-hacking-speaker/

Check out Lleverage https://www.lleverage.ai/

Follow The Growth Syndicate on LinkedIn / thegrowthsyndicate

Subscribe to our Substack for exclusive insights -https://thegrowthsyndicate.substack.com

Check our exclusive community for B2B Marketing leaders https://www.thegrowthsyndicate.com/community

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Highlights

02:21 – Introduction to Jean's story

14:01 – Facing the hard truth about localization

20:09 – Building courses for big clients

25:03 – Boring businesses get the most money

29:09 – Jean's experience within Web3 growth

36:44 – Short questions

41:09 – Facepalms and kudos

46:54 – Rapid fire

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thegrowthsyndicate.substack.com

Does your company really understand the role of product marketing?

Let's try to find the answer to some of the biggest questions around the topic including:

- When should you invest in product marketing?

- How does the role evolve as your company scales?

- And what separates great product marketers from the rest?

Join us for the latest episode of Grow with the Flow, Clément Dumont and Joliene van Grieken sits down with Ashley Herbert Popa, a searial head of Product Marketing for some companies Sendclound, Tellent and Virtuagym.

Within the episode we covered various topics including:

✅ The real role of product marketing in B2B SaaS

✅ Kickstarting the product marketing function (even as an early-stage company)

✅ Gathering customer insights & competitive intelligence effectively

✅ Balancing between strategy & execution as a product marketer

and most importantly, answering if the product marketing be its own function!

If you want to sharpen your go-to-market strategy and build a product marketing function that truly drives impact, this episode is for you!

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Useful links:

Connect with Ashley on LinkedIn / https://www.linkedin.com/in/ashley-herbert-popa-561b6930/

Check out Sendcloud https://www.sendcloud.com/

Follow The Growth Syndicate on LinkedIn / thegrowthsyndicate

Check our exclusive community for B2B Marketing leaders https://www.thegrowthsyndicate.com/community

Episode Highlights:

1:07 – Ashley’s story: From the US to Europe & into product marketing

6:47 – What is product marketing, really?

7:48 – The role of product marketing in B2B SaaS

9:50 – How to build a product marketing function from scratch

11:52– Setting boundaries as a product marketer

14:22– Gathering customer insights to influence product & GTM

17:27– Competitive intelligence: How great product marketers do it

20:27 – The role of product marketing in early-stage vs. late-stage companies

23:22– Delivering value as a product marketer in early-stage B2B SaaS

28:45 – Should product marketing be a standalone function or part of GTM?

33:10 – Fixed Q&A: Hard lessons, best practices & hot takes

45:45 – Why product marketing & demand gen don’t always mix

52:07– Rapid-fire: Product marketing trends, biggest mistakes & the future

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thegrowthsyndicate.substack.com

Looking for a great underdog story? 👀

In this episode of Grow with the Flow, Ferdinand Goetzen and Clément Dumont sits down with Maxim Poulsen—a growth leader at Contrast who has also built a massive digital presence across multiple channels.

If you’re not a big brand, don’t have a huge following, and feel like an underdog in your space—this episode is for you. LinkedIn isn’t just for influencers or established companies. With the right strategy, you can position yourself as a category leader.

Inside this episode, we cover:

✅ Pivotal moments in Contrast’s growth journey

✅ A step-by-step guide to building high-performing LinkedIn carousels

✅ How Maxim became a top B2B thought leader and so much more!

And so much more!

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Useful links:

- Connect with Maxim on LinkedIn https://www.linkedin.com/in/maximpoulsen/

- Upgrade your webinar game with Contrast https://www.getcontrast.io/

- Follow The Growth Syndicate on LinkedIn / thegrowthsyndicate

- Subscribe to our Substack for exclusive insights https://thegrowthsyndicate.substack.com

- Check our exclusive community for B2B Growth professionals https://www.thegrowthsyndicate.com/community

Episode Highlights:

01:12 – From underdog to LinkedIn authority

05:12 – The simple strategy to get your team posting

09:12 – Should you hire LinkedIn influencers?

13:12 – The truth about LinkedIn growth timelines

17:12 – How to craft a high-impact 5-slide carousel

22:12 – Tactical hacks vs. long-term marketing strategies

27:12 – Will video help underdog brands win on LinkedIn?

30:12 – Maxim’s lessons from leading growth at Contrast

35:12 – Rapid-fire Q&A

45:12 – Facepalms & kudos

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thegrowthsyndicate.substack.com

Does your marketing team still focus solely on generating MQLs?

In the latest episode of Grow with the Flow, Joliene van Grieken and Ferdinand Goetzen sits down with Justyna, founder of The Marketing Waiting Room, Growth Mentor, and Lecturer at the Business School of Rotterdam.

From leading growth teams to building her own thriving solopreneur business, Justyna has mastered the art of keeping marketing simple and effective. In this episode, we uncover:

✅ How to discover your "marketing enemy" and use it to stand out✅ Whether MQLs really tell the full story behind success✅ What exactly is a Marketing Waiting Room✅ How to measure mental availability

Oh, and we had to ask her about her viral take:👉 Does the funnel even exist?

If you’re in marketing, growth, or thinking of going solo, this episode is for you!

Useful links👇

- Connect with Justyna on LinkedIn https://www.linkedin.com/in/justyna-ciecierska/

- Build a waiting room with Justi https://www.marketingwaitingroom.com/

- Follow The Growth Syndicate on LinkedIn https://www.linkedin.com/company/thegrowthsyndicate

- Subscribe to our Substack for exclusive insights -https://thegrowthsyndicate.substack.com/

- Check our exclusive community for B2B Growth professionals https://www.thegrowthsyndicate.com/community

Episode Highlights

02:08 – Justyna’s journey: From growth leader to thriving solopreneur06:15 – What to expect when working with Justyna10:15 – Balancing short-term wins and long-term strategy as a marketing leader18:23 – Measuring mental availability in marketing21:02 – Inside Justyna’s thought leadership engine26:15 – The power of making bold brand choices29:15 – How to build a B2B thought leadership engine from scratch32:15 – The role of mentorship in career and business growth34:15 – Best practices for outreach and finding the right mentor36:28 – Fixed Q&A: Controversial opinions, biggest mistakes, and key takeaways49:08 – Breaking down Justyna’s viral LinkedIn post52:12 – Rapid-fire questions: Funnels, new vs. established markets, solopreneurship, and more

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thegrowthsyndicate.substack.com

Ever struggled to make your B2B SaaS truly stand out?

Messaging can make or break your ability to attract, convert, and retain customers.

The sad part? Too many companies get it wrong.

In this episode of Grow with the Flow, Clément Dumont and Ferdinand Goetzen sits down with Diane Wiredu, founder of Lion Words and one of the top B2B SaaS messaging experts, to break down how companies can achieve message-market fit, sharpen their positioning, and build brands that resonate,

As always, we had a ton of fun covering various topics including:

✅ Diane’s journey: From in-house translator to soloprenuership

✅ Why companies struggle to differentiate—and how to fix it

✅ The ROAR framework for clear, compelling messaging

✅ The toughest stakeholder battles and how to win them

and so much more!

Tune in for a masterclass in messaging—packed with actionable insights for B2B SaaS leaders, founders, and marketers who want to sharpen their brand’s voice. If you enjoy the episode, subscribe, rate, and share—it really helps us grow!

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Useful links👇

- Connect with Diane on LinkedIn https://www.linkedin.com/in/dianewiredu/ - Explore Lion Words https://www.lionwords.com/

- Follow The Growth Syndicate on LinkedIn https://www.linkedin.com/company/thegrowthsyndicate

- Subscribe to our Substack for exclusive insights -https://thegrowthsyndicate.substack.com/

- Check our exclusive community for B2B Growth professionals https://www.thegrowthsyndicate.com/community

Episode Highlights:

00:00 - Diane's journey into messaging

08:40 - Differentiation in messaging vs. positioning

12:20 - Balancing messaging and positioning

16:50 - The role of stakeholder management in messaging projects

26:30 - The importance of customer research

40:10 - Key messaging mistakes companies make

46:30 - The nuance of headline length in messaging

53:15 - AI's role in crafting messaging

1:01:00 - Diane's perspective on the Jaguar rebrand controversy

1:10:45 - Favorite tools for 2024

1:15:00 - Diane Recommends a Book

1:17:00 - Rapid-fire questions

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thegrowthsyndicate.substack.com

Can your marketing team truly create demand?Join us for our first internal podcast with Ferdinand Goetzen, Joliene van Grieken, and Tobias Liebsch, where we dive deep into all things related to demand generation.As always, the team had a blast covering key topics, including:✅ Allocation of resources for effective demand generation✅ The power of "Category Entry Points" to sharpen your content marketing✅ The different types of demand and how to leverage them for B2B growth… and much more!Got burning questions? Let us know and we’ll tackle them in future episodes.

Useful links👇

Follow The Growth Syndicate on LinkedIn / thegrowthsyndicate

Check our website if you need help with building your growth engine https://www.thegrowthsyndicate.com/

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thegrowthsyndicate.substack.com

Ever wondered how to bridge the gap between product and sales for explosive growth?

In this episode of Grow with the Flow, Ferdinand Goetzen and Clément Dumont sit down with Vincent Jong, a serial entrepreneur, author of Product-Led Sales and CPO at Dealfront.

From founding FunnelFox to leading product and growth teams at ZoomInfo and Dealfront, Vincent brings all of the insights you need to scale your PLS motion.

In this episode, we also cover topics such as :

✅ Why product leaders need a commercial mindset (and vice versa!)

✅ The secret to aligning product and sales teams effectively

✅ Overcoming common blockers, skill gaps, and internal politics

✅ Balancing exceptional product experiences with commercial pressure

…and much so more!

As always, we shared a “kudos” and a “facepalm” of the week, dove into a popular social post from our guest, and asked some rapid-fire questions. If you enjoyed this episode, please subscribe, like, share, and rate wherever you listen — it really helps us grow and get found!

Stay tuned for more!

Useful links👇

Check out the book Product-led Sales - https://www.amazon.com/Product-Led-Sales-Combining-best-Growth/dp/8409598027

Connect to Vincent on LinkedIn - https://www.linkedin.com/in/vincentjong/

Check out Dealfront - https://www.dealfront.com/

Follow The Growth Syndicate on LinkedIn / thegrowthsyndicate

Check our website if you need help with building your growth engine https://www.thegrowthsyndicate.com/

Highlights:

00:00 – Introduction

01:50 – Vincent's Origin Story

08:27 – From CEO to CPO: Transitioning from Founder to Core Team Member

12:28 – Commercial Leaders with a Product Mindset vs. Product Leaders with a Commercial Background

15:01 – Common Traits of Aligned Companies

16:22 – Key Blockers to Product and Sales Alignment

23:53 – Defining Goals at Dealfront

26:03 – The Current State of the Product Function

29:22 – Behind the Scenes of Writing Product-Led Sales

34:57 – Balancing Life as a Product Executive and a Founder

35:52 – Quickfire Q&A

48:39 – Rapid-Fire Questions

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thegrowthsyndicate.substack.com

Ever wondered what it's like managing a $145M fund?

Join us in the latest episode of Grow with the Flow, where Ferdinand Goetzen and Clément Dumont sit down with Nathan Latka, a serial entrepreneur and founder of @founderpath

As always, we had a blast uncovering Nathan's journey, investment strategies, and, most importantly, what sets great founders apart from the rest.

Within this episode, we also covered :

✅ Nathan's journey to building wealth

✅ The secrets behind Nathan's webinar playbook

✅ The power of monumental marketing

✅ How to master the art of grabbing attention

…and much so more!

As always, we shared a “kudos” and a “facepalm” of the week, dove into a popular social post from our guest, and asked some rapid-fire questions.

If you enjoyed this episode, please subscribe, like, share, and rate wherever you listen — it really helps us grow and get found!

Stay tuned for more!

Useful links👇

Check out Nathan's database with interviews - https://getlatka.com/

Connect to Nathan on LinkedIn - https://www.linkedin.com/in/leahtharin/

Check out Founderpath - https://founderpath.com/

Follow The Growth Syndicate on LinkedIn https://www.linkedin.com/company/thegrowthsyndicate

Check our website if you need help with building your growth engine https://www.thegrowthsyndicate.com/

Subscribe to our Substack for even more content https://thegrowthsyndicate.substack.com/

Highlights:

0:00:00 – Introduction

0:00:31 – Nathan's origin story

0:01:52 – How Founderpath secures capital for venture investments

0:05:09 – Nathan's investment strategy explained

0:06:25 – Common traits of successful companies

0:07:31 – Why more founders don’t choose companies like Founderpath

0:09:29 – The fastest way to hit $1M ARR

0:10:33 – The power of lean SaaS teams

0:13:40 – Nathan’s journey to building personal wealth

0:17:20 – Nathan Latka's webinar playbook and monumental marketing insights

0:19:57 – Strategies to grow your audience

0:25:34 – Investing in US vs. EU-based SaaS founders

0:27:25 – Where most SaaS startups stumble

0:30:07 – Challenges startups face scaling from $0 to $1M ARR

0:31:51 – Seamlessly integrating AI into your product

0:32:52 – Rapid-fire questions

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thegrowthsyndicate.substack.com