E280 | Reinventing Go-To-Market: Lessons from Agorapulse’s Upmarket Expansion with Emeric Ernoult

CHURN FM

Today on the show we have Emeric Ernoult, the Founder and CEO of Agorapulse.

In this episode, Emeric shares his experience navigating Agorapulse’s bold pivot from serving SMBs to targeting mid-market and enterprise clients.

We then discussed the challenges of combating endemic churn, why moving upmarket was critical for growth, and the lessons learned from multiple pivots along the way.

We wrapped up by discussing the complexities of scaling a SaaS business while bootstrapped, including how to align product, marketing, and sales when shifting to a new customer segment.

Mentioned Resources

• Agorapulse
• Episode 44 | Challenges tackling SMB churn and how to overcome them

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

Chapters

1. E280 | Reinventing Go-To-Market: Lessons from Agorapulse’s Upmarket Expansion with Emeric Ernoult (00:00:00)

2. Introduction to Emeric Ernoult and Agorapulse (00:02:01)

3. From Service Business to SaaS: The Shift That Changed Everything (00:04:12)

4. Identifying Growth Plateaus and the Churn Problem (00:09:33)

5. The Decision to Move Upmarket: Why SMBs Weren’t Enough (00:14:47)

6. Aligning Product and Sales for Upmarket Success (00:19:10)

7. Marketing Missteps: Lessons from Moving Beyond SMB Tactics (00:27:15)

8. Rethinking Pricing and Packaging for Enterprise Growth (00:34:02)

9. Defining the Ideal Customer Profile for Sustainable Growth (00:40:55)