TGS Podcast

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

Does Gary from sales screw over your company's growth?

Join us in the latest episode of Grow with the Flow, where Ferdinand Goetzen and Clement Dumont sit down with Leah Tharin, a serial Growth exec and advisor for companies like Paddle, NorthOne, and Toggl.

We had tons of fun learning more about who Leah really is, how she became so good at growth, and why Gary from sales seems to be such a problem for PLG companies out there.

Within this episode, we also covered :

✅ How to unlock PLG within your enterprise sales motion

✅ Leah's approach to defining team-based goals

✅ Benefits of placing your unfair advantage outside of your product

✅ Growth Ops and optimizing your team for success

…and much 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 Leah's newsletter - https://www.leahtharin.com/

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

Check Product Tea with Leah - https://www.youtube.com/@producteawithleah

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:

00:00 – Introduction and setting the vibe

03:34 – Leah’s inspiring origin story

08:45 – Exploring the meaning behind the growth function

16:00 – Differentiating your SaaS for a competitive edge

21:00 – The rise of buyer power in the new PLG era

25:00 – Combining PLG with a robust enterprise sales process

31:26 – Who owns growth: Marketing or Product?

38:10 – Leveraging POCs to drive PLG growth

39:30 – Aligning marketing and company-wide goals

45:51 – Challenges of managing high-performance employees

47:37 – Quick-fire questions and insights

49:00 – Kudos and facepalms: Reflecting on wins and lessons

52:43 – LinkedIn post spotlight: The solopreneur journey

57:56 – Rapid-fire round: Final thoughts and takeaways

#plg #pls #saas #podcast #growth #productledgrowth

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

$10M ARR, one pivotal LinkedIn strategy, and countless failures.Stefan Smulders faced the odds, pivoted, and built Expandi.io into a $10M ARR powerhouse.

But how can you do it too?Join us in the latest episode of Grow with the Flow, where Ferdinand Goetzen and Clement Dumont sit down with Stefan Smulders, co-founder and Chief Strategy Officer at Expandi.

Over the years, Stefan failed with multiple ventures before making a critical pivot that led to the creation of Expandi.io. He shares eye-opening insights from being deep in the LinkedIn trenches.

Within this episode, we also covered:✅ Lessons learned from multiple failed startups✅ LinkedIn’s best growth tactics✅ Expanding to the U.S. market as an EU B2B SaaS✅ How Stefan balances health and wealth

…and much 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 Expandi - https://expandi.io/

Connect to Stefan on LinkedIn - https://www.linkedin.com/in/smuldersstefan/

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:

00:00 - Stefan's origin story10:16 - How Stefan decided to pivot into Expandi13:40 - Expandi's first version16:24 - Did Stefan provide a framework for using Expandi?17:27 - How Stefan (Expandi) beat the LinkedIn policy game22:22 - LinkedIn best practices31:39 - Expandi’s outbound philosophy32:55 - Expandi's growth strategies37:21 - Taking your European SaaS to the US market42:08 - Stefan as a founder growing outside of Amsterdam44:00 - Challenges of a founder with $10M in ARR48:42 - Stefan's controversial opinion49:50 - Stefan's biggest failure51:00 - Who does Stefan learn the most from?52:00 - Kudos and facepalms55:30 - How Stefan balances health and wealth (LinkedIn post)1:00:33 - Rapid-fire questions

#linkedin #bootstrapping #startups #saas

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

The biggest shift in startups is happening right now.Some founders are seizing the opportunity—others are missing it entirely.Will you ride the wave or risk being left behind?In the latest episode of Grow with the Flow, Georgi Furnadzhiev sits down with Kyle Poyar, an Operating Partner and author of the game-changing Growth Unhinged.Over the years, Kyle has helped dozens of leading SaaS companies scale and succeed. Along the way, he’s uncovered insights that go beyond fleeting trends—shaping what’s now known as the emerging startup playbook.Within this episode, we also covered various topics including:✅ How Kyle built and scaled Growth Unhinged✅ A practical breakdown of Clay’s GTM strategy✅ The Truth about Freemium vs. Free Trials✅ Patterns of the most successful founders…and so much 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👇

Subscribe to Kyle's #1 newsletter on PLG, Growth Unhinged -https://www.growthunhinged.com/

Check Kyle on LinkedIn - https://www.linkedin.com/in/kyle-poyar/

If you are a booming startup looking for capital check Kyle's website - https://tremontvp.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 – Intro1:13 – Kyle’s background as an Operating Partner in VC2:43 – What do the best startup founders have in common?4:54 – The emerging tech playbook: what’s changing and why it matters7:54 – A deep dive into Clay’s GTM strategy10:00 – The future of AI and its impact on startups12:32 – Freemium vs. Free Trials vs. Reverse Trials: what really works?16:33 – Must-haves for your free pricing tier19:23 – How Kyle scaled Growth Unhinged22:19 – Why generalists will be critical in 202523:29 – A controversial opinion worth considering24:33 – Kyle’s favorite non-traditional growth tactic26:23 – Final advice for founders

#growth #plg #startups #saas

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

Want to know how to make an obviously awesome positioning?

Join us in the newest episode of Grow with the Flow where Clément Dumont and Ferdinand Goetzen had the chance to speak with April Dunford, author of the best-selling book Obviously Awesome.

April will take us deep into her 25 years of experience leading marketing, product, and sales teams while helping over 200 companies, including Google, IBM, Postman, and Epic Games to ace their positioning.

Within the episode we covered various topics including

✅ The Positioning Pillars for successful B2B positioning

✅ Various ways to look at website headlines

✅ Actionable positioning examples and tactics

✅ What trigger April to write “Obviously Awesome”

and much 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!

Highlights:

(00:00) - Introduction

(02:13) - The origin story of April Dunford

(04:40) - Triggers for the creation of the B2B positioning framework

(11:07) - Discovering the key message from the Jobs-to-be-done framework

(15:23) - April's process of discovering differentiators

(21:03) - Defining best-fit customers

(30:00) - The role of your homepage

(39:50) - Biggest Positioning mistakes

(43:20) - Translating B2B Positioning Strategy into Execution

(47:00) - April's controversial opinion

(52:16) - April's biggest fail

(56:59) - Who does April learn the most from

(58:00) - April's favourite tool

(59:37) - Kudos and facepalms

(1:07:20) - Rapid fire questions & Last words

Don’t miss this opportunity to learn from one of the top voices in the positioning space.

Where to find April:

- Website: https://aprildunford.com

- Twitter: (https://twitter.com/aprildunford

- LinkedIn: https://www.linkedin.com/in/aprildunford/

- Substack : https://aprildunford.substack.com/

Check her Obviously Awesome here - https://www.aprildunford.com/obviously-awesome)

Subscribe for more cool content and check the rest of the links below

- Linkedin: https://www.linkedin.com/company/thegrowthsyndicate/

- Website: 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

Does your ICP find it hard to understand your product?

In today’s episode, Clément Dumont dives deeper into the world of messaging for B2B tech companies with Emma Stratton, the founder of Punchy- a consulting firm that helps growing B2B tech companies win on positioning and messaging.

Within this episode, we covered various topics including:

✅ Common messaging mistakes B2B tech founders to

✅ Establishing a strategic messaging while dealing with stakeholder management.

✅ Uncovering Emma's process when optimizing the messaging of her clients

✅ Key insights from the book "Make it Punchy"

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.

Make sure to follow Emma on LinkedIn and check out Punchy!

Check out The Growth Syndicate at https://thegrowthsyndicate.com and give us a follow on LinkedIn!

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

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 product-led growth (PLG) the right motion for your SaaS?

Find the answer in the newest episode of Grow with the Flow, where Ferdinand Goetzen and Georgi Furnadzhiev interview Wes Bush, the godfather of PLG (product-led growth), 2x book writer and founder of ProductLed.

Within this episode, we learned a lot from Wes including how he applies his knowledge from historical books and what's his approach for creating a lean 7-man team that drives revenue.

Within the episode, we also covered various topics, including:

✅ Freemium vs Free-trial

✅ ProductLed's business model and content engine

✅ PLG for enterprise targets and how to active your sales team

✅ The first principles of PLG and how you can apply it outside of your SaaS

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.

Make sure to follow Wes on LinkedIn and check out ProductLed with his 2 books!

Check out The Growth Syndicate at https://thegrowthsyndicate.com

Give us a follow on LinkedIn! 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!

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