How we acquired over 100 enterprise customers for our SaaS as a category creator.

B2B SaaS Podcast

May 8 2023 • 19 mins

Ryan Austin, Founder & CEO of Cognota, discusses how they have grown to over 100 enterprise customers with ACV in the range of $20K-$50K at over 150% YoY growth last year. We explore their top-of-funnel lead generation strategy, sales cycles, retention, and expansion strategy.

Here are some key points from the discussion:

  • Cognota is the first learning operations system for learning and development teams, as well as other business functions in the enterprise.
  • They have approximately 108 enterprise customers using their platform, with ACV in the range of $20K to $50K.
  • Around 80% of their new leads come from inbound content strategies, including webinars, blogs, and ebooks.
  • Their sales cycle has a win rate of almost 25%.
  • Their NRR stands at around 145%, with almost 90% logo retention.
  • We discuss what it takes to build a new category and how they are approaching this challenge.
  • Finally, we touch on external funding and their future vision.