The SaaS Podcast

SaaS Content Marketing: 7 People, $5M ARR, 100% Growth

Thibaud Clement is the co-founder and CEO of Loomly, a SaaS platform that helps marketing teams to streamline their social media communication and improve collaboration. Update: Loomly was acquired by ASG in 2021 and is now part of the Traject suite. Thibaud is no longer with the company. In 2015, Thibaud and his wife Noemie were running an advertising agency. They were working with clients in France and the US. But collaborating with them was time-consuming and inefficient. Nearly everything was done using spreadsheets. One day, Thibaud decided to build a software tool to make their lives easier. He was a self-taught Ruby on Rails developer, so he had enough knowledge to build something. The first version of what later became Loomly took Thibaud a few months to build. It didn't do much and was pretty basic. All people could do was upload an image, add text, and see a mock-up of what the post would look like on social media. But the tool helped them streamline how they collaborated with clients. And their clients loved the tool even though it didn't do much. So in 2016, they launched it as a product and 2 months later had their first paying customer. Today, Loomly generates north of $5M in annual recurring revenue (ARR) and is used by over 7,000 marketing teams around the world. In this interview, we talk about how Thibaud and Noemie turned their little tool into a multi-million dollar SaaS business, why they charged from day one, how they differentiate in a crowded market, and why their referral program turned out to be a bad idea.