Building Europe’s largest B2B SaaS community with Thomas Sjöberg and Daniel Nackovski @SaaSiest

saas.unbound is a podcast for and about founders who are working on scaling inspiring products that people love, brought to you by https://saas.group/, a serial acquirer of B2B SaaS companies.

In episode #35, Anna Nadeina talks with Daniel and Thomas, famous founders of SaaSiest, the largest community-driven B2B SaaS event in the Nordics!

Thomas Sjöberg, an engineer by trade, has spent over 15 years in the SaaS industry, transitioning from sales to marketing and product roles. He brings a wealth of experience from working with companies like InRiver, where he witnessed rapid growth.

Daniel Nackovski, on the other hand, is known for his expertise in scaling revenue teams. Having spent nearly two decades in sales, he is passionate about creating spaces where B2B SaaS professionals can learn from each other. Together, they combine their experiences to foster a vibrant community for SaaS founders and operators.

The birth of SaaSiest community

The idea for SaaSiest emerged from a shared curiosity and a desire to connect with other SaaS professionals. It began with a podcast in November 2020, quickly gaining traction as they explored the journeys of various companies in the Nordics. Their initial digital events during the pandemic laid the groundwork for a larger vision.

By 2021, they had established a Slack community that now boasts over a thousand companies. The first physical event took place in the fall of 2021 and marked a significant milestone in their journey. They realized that Europe had unique needs that could not be met by merely replicating the U.S. model. Thus, SaaSiest was born.

Niche focus and community dynamics

One of the key elements of SaaSiest’s success is its niche focus. They initially targeted B2B SaaS founders with at least €2 million in annual recurring revenue (ARR). This specific criterion allowed them to cater to a group that had already achieved a certain level of maturity and was ready to scale further.

By focusing on this demographic, they created a sense of belonging and camaraderie among members. This approach has fostered a culture where individuals feel comfortable sharing their successes and challenges, thus enhancing the community’s overall value.

Building a thriving community

Creating a thriving community is no small feat. Daniel and Thomas emphasize that it requires ongoing effort and dedication. They began by establishing a CEO network, which quickly attracted 130 members. This network facilitated connections and discussions among executives, enhancing collaboration and knowledge sharing.

Their commitment to engagement is evident. They host around 200 meetings a year, ensuring that community members have ample opportunities to connect. This proactive approach has been a cornerstone in keeping the community alive and vibrant.

Monetization strategies and community value

While the community started as a free platform, Daniel and Thomas have explored monetization strategies to sustain it. They introduced a paid CEO network while keeping most of the community offerings free. This model allows them to maintain a high level of engagement without alienating members who may not be ready to pay.

By providing immense value upfront, they foster trust and loyalty among community members. This approach has led to increased participation in paid events, as members recognize the worth of the community they are part of.

The importance of events in community building

Events play a crucial role in community building. Daniel and Thomas realized early on that hosting events would be a key driver of engagement. Their first significant event aimed for over a thousand attendees, a bold move given the pandemic’s constraints.

Despite initial challenges, they persevered, and the event was a success. This experience solidified their belief in the importance of in-person gatherings for fostering connections and building relationships among community members.

Understanding your audience

Understanding the audience is fundamental to creating a successful community. Daniel and Thomas spent significant time speaking with potential attendees and community members to understand their needs and preferences. This feedback directly influenced the design and structure of their events.

They discovered that attendees were not only interested in informative sessions but also sought meaningful interactions with peers. This insight led them to create an environment where networking and socializing were prioritized alongside learning.

Designing engaging events

When it comes to event design, Daniel and Thomas focus on creating an immersive experience. They ensure that sessions are well-structured, with world-class speakers from various regions. By scheduling sessions during times when no other activities are happening, they encourage attendees to engage fully.

Additionally, they incorporate social activities like paddle tournaments and yoga sessions to facilitate informal networking. This holistic approach keeps participants engaged and fosters a sense of community beyond just professional interactions.

Creating a sense of community

Creating a sense of community involves more than just hosting events; it requires cultivating a culture of support and collaboration. Daniel and Thomas emphasize that it’s about making every member feel seen and valued.

They focus on creating a safe space where members can freely share their experiences and challenges. This openness encourages trust and strengthens the bonds within the community, making it a valuable resource for all involved.

Shifts in B2B SaaS trends

The B2B SaaS landscape is constantly evolving. Daniel and Thomas have noted significant shifts in trends over the past few years, particularly in how companies approach growth and profitability. In recent years, there’s been a renewed focus on sustainable growth strategies, emphasizing efficiency over sheer expansion.

This shift has prompted community discussions around how to scale effectively without incurring excessive costs. Members are increasingly interested in strategies that allow them to maximize their resources while pursuing growth opportunities.

The importance of quality content

Quality content is vital for any community. Daniel and Thomas curate high-quality sessions and discussions that resonate with their audience. They ensure that speakers provide actionable insights and real-world examples that attendees can apply in their own businesses.

This commitment to quality has established SaaSiest as a trusted resource in the B2B SaaS space, further enhancing the community’s value.

Building a strong community

Building a strong community requires ongoing effort and adaptation. Daniel and Thomas regularly assess the needs and preferences of their members, adjusting their offerings accordingly. This flexibility ensures that the community remains relevant and valuable.

Moreover, they encourage members to contribute to discussions and share their expertise, fostering a collaborative environment where everyone benefits.

Finding your community

For those looking to find their community, Daniel and Thomas recommend starting by identifying platforms that resonate with your audience. Engaging in discussions on relevant forums and social media groups can help you connect with like-minded individuals.

Additionally, attending industry events and participating in workshops can provide opportunities to network and build relationships within your niche.

The power of bootstrapping

Bootstrapping has been a significant theme in the SaaSiest community. Many founders share a passion for building sustainable businesses without relying heavily on external funding. This mindset fosters a culture of resourcefulness and innovation, encouraging members to share strategies for achieving success on their terms.

This collective experience strengthens the community, as members learn from each other’s journeys, challenges, and successes.

Effective event management hacks

Managing large events can be daunting. Daniel and Thomas have shared several hacks for effective event management. They emphasize the importance of understanding your audience and tailoring the event to their needs. Engaging participants in the planning process can also create a sense of ownership and investment in the event’s success.

Additionally, they recommend maintaining open lines of communication with attendees before, during, and after the event. This transparency fosters trust and encourages feedback, which can be invaluable for future planning.