SaaS Nordic

In this episode, we’re joined by Ronni Zehavi, Co-Founder and CEO of HiBob—one of the fastest-growing HR tech platforms on the planet. With nearly 5,000 customers across the globe, HiBob is redefining HR through its modular, AI-powered platform “Bob,” built for modern, multinational, midsize businesses.

We spoke with Ronni about what it really takes to build a high-growth SaaS business that's not just growing fast—but growing right. From IPO readiness and leadership transitions to why putting people first is still your strongest moat in the AI era, Ronni shares the inside story of HiBob's 10-year journey to becoming a category leader.

Here are some of the key questions we address:

• What’s the real reason HiBob is preparing for an IPO—and why now?
• What are the internal changes a company must make to be IPO-ready? (Think finance ops, governance, reporting, culture)
• How do you lead a company through different stages of scale without burning out—or stalling?
• Why are line managers the true AI-era heroes inside organizations?
• What’s the biggest mistake CEOs make on the path from $50M to $250M ARR?
• What does “people-first” actually mean in practice—and how does it translate to business growth?
• How is HiBob using AI internally, and how are they helping customers do the same?
• What should you know about secondary events, long-term vision, and building a sustainable culture?

🎧 Tune in to hear how Ronni and his team are scaling HiBob into a global category leader—without compromising on values, velocity, or vision.

In this episode, we’re joined by Jennifer Peters, Head of Customer Success at Vesper, the commodity data platform working to bring transparency to the global commodity marketplace. Vesper provides market data, benchmarks, and forecasting to allow you to make confident decisions in volatile food markets.

We spoke with Jennifer about what it really means to design and implement an effective customer journey, and why managing a customer portfolio doesn’t automatically mean you’re managing that journey well.

Here are some of the key questions we address:

• What’s the difference between managing customer portfolios and managing the full customer journey?
• Where does the customer journey actually begin, and why is that moment so often misunderstood?
• How do you make your onboarding flow keep pace with a fast-evolving product?
• Why is launching a new feature once never enough?
• What kind of adoption and usage metrics should CS teams monitor to prevent churn?
• How do you operationalize customer success playbooks so they trigger action, not just insight?
• What’s the role of CS in ensuring goals set during the sales cycle don’t disappear after onboarding?
• How do you keep stakeholders across sales, marketing, and product aligned on the journey you're all supporting?

Tune in to hear how Jennifer and her team are building a proactive customer success engine at Vesper - and what any SaaS org can learn about keeping customers engaged, growing, and renewing long after the contract is signed.

In this episode, we’re joined by Emelie Linheden, VP of Marketing at Younium, a Subscription Management tool that helps B2B SaaS companies in Europe and North America streamline subscription management, invoicing and billing, financial reporting, and data insights.

We talked with Emelie about how Younium's event strategy has fueled their growth, and specifically how you make the most out of your investment in external events. Here are some of the key questions we address:

- What are the most important criteria you use when deciding which external events to sponsor?

- What are the key things a team needs to do in the 4-6 weeks leading up to an event?

- How do you build a pre-event outreach strategy to ensure you're not just showing up cold?

- What’s your approach to lead capture, note-taking, and team coordination on-site?  

- Who “owns” post-event results and how do you ensure accountability?

- What’s your timeline and process for post-event follow-up?

- How do you turn an event into a broader campaign that lasts beyond the week of the show?

- What KPIs do you track to evaluate event success—and how early do you define them?

Tune in to learn from Emelie how you also can make the most out of your event budget and plan, to ultimately drive real business value for your organization.

In this episode, we’re joined by Karolina Wrońska-Boukhalfa, Director of Customer Success, Dixa, the Value Experience Customer Service Platform empowering companies to deliver effortless, personalized experiences that drive customer loyalty. Trusted by leading consumer brands of the world, Dixa supports over 30 million conversations annually.

We talk to Karolina about how they go about segmenting customers, and specifically how to interact with each segment to drive real business value when you have a big pool of customers, and at times with very different characteristics. Here are some of the key questions we address:

- How do you personally decide what dimensions to segment on — revenue, usage, potential, lifecycle stage? Can you walk us through a real segmentation model you’ve used that worked well?

- Once you’ve segmented your customer base, how do you make that segmentation actionable across the team? Any tips for operationalizing it across CS, Sales, and Product?

- Have you ever had to rework your segmentation model because it wasn’t driving the outcomes you wanted? What triggered the change, and what did you learn? 

- In lower-revenue or long-tail segments, how do you ensure customers still feel seen and supported without scaling your CS costs?  

- For a CS leader who’s never done structured segmentation before, or for the ones that need to revisit this exercise, what would be your first three steps to get started?

Tune in to learn how Karolina and her team are making sure that every customer is getting the attention they deserve and need to not just stick around but also to expand their commitment to Dixa.

In this episode, we’re joined by Søren Schønnemann, CEO, Factbird, the SaaS provider that helps manufacturers maximize their performance through manufacturing intelligence from Operator to Process Engineer to Plant Manager, 

We talk to Søren about the hiring strategy and organizational evolution that he's taken the company on to support their rapid growth, from 8 to 90 people while going from startup to breaking 10m Euro in ARR in less than 4 years. Here are some of the key questions we address:

- Why was his first 2 hires a Talent Aqcuistion specialist and a Sales Ops way before they had a commerial and GTM team in place?

- How has his hiring philosphy evolved as the company needs evolved?

- How do you balance the need for personal growth of staff vs the need of organization growth?

- What have been some of the most tricky challenges through this growth spurt and how did they handle them?

- Which are his biggest lessons learned from growing the organization at this pace, and what would he do differently next time?

Tune in to learn how Søren and his team have supported the need of the organization with a unique look at who to hire at what point in time, spoiler alert it is not sales people to start with, to get to the 10m Euro mark.

In this episode, we’re joined by Karel Callens, CEO & Founder, Luzmo, an embedded analytics platform, purpose-built for SaaS companies. They bring complex data to life with beautiful, easy-to-use dashboards, embedded seamlessly in any SaaS or web platform and are doing serving many well known customers across Europe and US. 

We explore with Karel the concept of stacking S-curves on top of each other, making sure to always make the most of opportunities ahead and support an upward trajectory, even when that means pivoting, changing ICPs and more to make sure to fuel future growth! Here are some of the key questions we address:

- How do you know it’s time to evolve or expand your ICP?

- What’s the actual process you use when making that kind of pivot or expansion?

- When you make a move to a new ICP, what happens to the existing one?

- What impact does this kind of ICP shift have on the org structurally and culturally?

- How do you align Sales, Marketing, Product, and CS around what might feel like a moving target

- What have been your biggest missteps in making these transitions - and what did you learn from them?

- We talked about stacking S-curves”—how do you plan that kind of growth without losing focus or diluting execution?

Tune in to learn how Karel and his team have set up a process to future-proof their business and always be ready for the next thing, not just to follow but to lead and control their business destiny. 

In this episode, we’re joined by Massimo Arrigoni, CEO, Beefree, a powerful design suite that lets you create no-code beautiful, high-performing emails that work with any marketing platform. Today the Beefree platform is embedded in over 1000 SaaS products powering the email component for some of the most well-known SaaS companies in the world. 

We explore how an embedded and white label product strategy has fueled Beefree's growth and specifically what the learnings are from this journey. Here are some of the key questions we address: 

- What does it really take from a company to offer an embedded white-label product?

- How do you determine if a part of your product is a good candidate to be sold as an embeddable component?

- What are the key differences between a traditional SaaS GTM strategy and an embedded/white-label model?

- How do you price an embeddable SaaS component to reflect the value it provides without overcomplicating contracting?

- How do you mitigate the risks or limitations of not being a domain expert in the industries you're embedding into? Tune in to learn how Massimo and Beefree have leveraged an embedded strategy to grow to 15m+ USD in ARR, 30% year on year growth with practically 0 churn and a happy customer base all over the world. 

In this episode, we’re joined by Anna Jäger, VP Marketing at Sinch, a global leader in customer communications with over $3B in revenue and operations in 60+ countries. Anna shares hard-earned lessons from expanding into the U.S. - one of the most competitive and complex SaaS markets in the world.

We explore how marketing strategies, buyer expectations, and team dynamics shift dramatically when crossing the Atlantic, and why failing fast, bold messaging, and the right hires are essential to making it work. Here are some of the key questions we address: 

- What makes U.S. marketing radically different from EMEA?

- Why do ROI-driven messages matter more in the States?

- Should your first U.S. hires be local or from your European team?

- What budget and timeline should you plan for?

- How do you build one unified brand across very different regions?

Tune in to learn how Anna and her team cracked the code and what you can take away for your own U.S. expansion journey.

In this episode, we sit down with Ashley Faus, Head of Lifecycle Marketing at Atlassian, to unpack what lifecycle marketing really means and how one of the world's best-known SaaS companies makes it work at scale.

Ashley walks us through Atlassian’s approach to lifecycle marketing across its vast product suite, shares key moments that matter most in the customer journey, and breaks down what a successful campaign looks like in action.

In this episode, you'll learn:

• What lifecycle marketing is (and what it isn’t)

• How to identify the most critical touchpoints in the customer journey

• The metrics that matter most

• The pitfalls even experienced marketers fall into

Whether you're running onboarding flows, retention campaigns, or upsell motion - this episode is packed with takeaways for any marketer looking to drive sustainable growth.