Vp of Marketing

**Company**

Landbot is a no-code chatbot builder that empowers non-technical users to automate business processes with conversational experiences. The company's platform creates easy and free chatbots in minutes, without coding, to convert traditional web pages into dynamic conversations in which the user interacts with personalized content, enabling companies to engage visitors and increase conversion rates. Thanks to the excellent product experience it offers, Landbot has been 4x winners of Product Hunt and is growing rapidly to be the leading solution in the no-code space.

Founded in Spain in 2017 by Jiaqi Pan (CEO), Cristobal Villar (VP of Customer & Sales) and Fernando Guirao (VP of Product), Landbot has raised a total of €8.5m, having closed a €6.5m Series A in December 2020 with two of the leading B2B VC firms, Nauta Capital and Swanlaab Venture Factory.

Landbot is revolutionising the way companies engage with their customers by helping them provide a frictionless experience. Rather than using an Natural Language Processing engine like other chatbot providers, Landbot sets itself apart with a conversational user interface and LEGO-style flow builder. The SaaS proposition delivers significant improvements in efficiency, speed, productivity and retention. It primarily supports small businesses but also serves global brands such as L’Oreal, Axa, Accenture, Repsol and LG across a wide range of use cases.

Landbot has scaled rapidly over the last three years to over 40 employees. Since the Seed funding round, the MRR increased nine-fold. The business operates on a true SaaS model and has seen, so far, more than 95% of its customers converted via Product Led Growth.

**Background**

Customer experience has fast become a top priority for businesses. Customers no longer only base their loyalty on price or product. The experience they receive has become an increasingly important factor. According to a a Gartner study, more than two-thirds of companies now compete primarily on the basis of customer experience - up from only 36% in 2010.

Furthermore, the ongoing digitalisation process has accelerated with COVID19 at both the consumer and the company levels. Indeed, for example, a McKinsey study shows that, in the first six months of 2020, the share of customer interactions that are digital went up by c.20 points from roughly 35% to 55%. As a result, the adoption of communication automation solutions is skyrocketing.

Landbot’s product resolves two common and major pain points companies face when they want to adopt this type of technology:

- The building experience - rather than providing costly AI-based tech, Landbot offers affordable and above all easy to use tech that allows its customers to set up a bot and make it ready for their business in a very intuitive way. It is highly modular and allows businesses to use the same blocks in different workflows or to leverage blocks shared by the community of Landbot’s customers.
- The end-user experience - where NLP is used in a bot, rates of failure are high, around 60% - i.e. that’s the proportion of cases where the bot does not understand the user. Landbot went a different route and focused on ensuring their product grants users a satisfactory experience whatever the use case. This has resulted in strong user ratings.

Landbot today already claims a very international customer base - 60% of its customers are based out of the US, the UK, Spain, Germany and France.

So far, Landbot’s growth has been essentially product-led. The customer base is predominantly skewed towards SMBs - often under 50 employees. In the meantime, Landbot is seeing a rise in its success and adoption with mid-market customers - businesses with c.50 to 500 employees. Accelerating penetration in this mid-market segment and a gradual move upmarket towards enterprise customers are top priorities for Landbot as the business enters its next phase of growth.

With this goal in mind, Landbot wants to build a high-performing Marketing function and this starts with attracting a VP Marketing who will drive this effort, shape the Marketing team and play an instrumental role in Landbot’s next chapter.

**Opportunity**

As mentioned above, until now, Landbot has focused its efforts primarily on the product in line with the natural leaning of its product-centric founders. The business has now reached the point where it becomes essential to complement this strong foundation with a proper marketing and sales engine that will enable the business to move upstream. It will be the mission of the VP Marketing to build this growth engine to further accelerate Landbot’s trajectory as a hyper-growth B2B SaaS business.

The VP Marketing will report directly into the CEO Jiaqi Pan, work closely with the other members of the leadership team and, more broadly, will drive a collaborative environment. It is an executive who can come in with a Marketing playbook to scale the function and the team.

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