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Tomasz Niezgoda (CMO @ Surfer) let me pick his brain for 60 min on how they bootstrapped to €15M ARR, get ~20% of paying customers from AI Search, and talked to 50+ customers per week in the early days.

If you care about SaaS, bootstrapping, SEO, AI Search, or marketing in general, this conversation is packed with insights.

Here are 5 things that stood out:

1) They didn't touch SEO for 4 years

While building an SEO tool, they focused on community, webinars, and education first. SEO came later when they had the domain authority to compete with Ahrefs and...

Bert Winterfeld runs performance marketing at HERO Software (B2B SaaS, Series B, >$50M funding) with 6-figure monthly budgets. One of the key insights he shared in our Masters of Search interview was: Paid search in B2B always hits a ceiling, and only branding breaks through it.

If you're running performance marketing at a startup with serious search budgets, this episode is packed with insights you won't find in any LinkedIn carousel.

▶ Let's connect! 🔗
Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/
Radyant on LinkedIn: https://www.linkedin.com/company/radyant/
Bert on LinkedIn: https://www.linkedin.com/in/bert-winterfeld/
HERO Software on LinkedIn: https://www.linkedin.com/company/herosoftware-gmbh/

Eoin Clancy is Head of Growth at AirOps, one of the most exciting AI platforms currently helping marketers scale content operations.

Before AirOps, Eoin spent over 6 years at Telnyx, scaling from Growth Engineer to Head of Marketing, where he also got his first taste of AI tooling. He founded "Build AI-First" in late 2023, positioning himself at the forefront of AI-driven growth strategies.

▶ Let's connect! 🔗
Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/
Radyant on LinkedIn: https://www.linkedin.com/company/radyant/
Eoin on LinkedIn: https://www.linkedin.com/in/eoinclancy/
AirOps on LinkedIn: https://www.linkedin.com/company/airopshq/

Carla Chicharro is Director of Revenue Marketing at Mitiga Solutions, one of Europe's most innovative climate tech companies specializing in climate risk intelligence. What makes Carla particularly fascinating is her long journey from the travel and hospitality tech industry, especially at Lodgify, now switching gears to climate tech.

▶ Let's connect! 🔗
Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/
Radyant on LinkedIn: https://www.linkedin.com/company/radyant/
Carla on LinkedIn: https://www.linkedin.com/in/cchich/
Mitiga Solutions on LinkedIn: https://www.linkedin.com/company/mitigasolutions/

Ayla Grzegowski is Team Lead Content & SEO at awork, a Hamburg-based B2B SaaS startup that's making waves in the project management space.

What makes awork particularly interesting is their David vs. Goliath story. They're competing directly with international giants like Asana, Monday.com, and Trello. So far they're pretty successful with it and Content and SEO has played a big role in that success.

📌 Try awork for free: https://www.awork.com/

▶ Let's connect! 🔗
Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/
Radyant on LinkedIn: https://www.linkedin.com/company/radyant/
Ayla on LinkedIn: https://www.linkedin.com/in/ayla-grzegowski/
awork on LinkedIn: https://www.linkedin.com/company/awork-com/

Margus Veeber is Head of Web at Pipedrive, one of Europe's most successful SaaS unicorns, competing with the likes of HubSpot or Salesforce.

Pipedrive has had great success with SEO over the last years, driving more than half a million monthly organic visitors and thousands of signups.

What makes Margus particularly interesting is his unique perspective on how web strategy and conversion optimization intersect with the changing search landscape. His work on optimizing Pipedrive's multilingual website for conversion sits right at the intersection of where traffic meets business results.

▶ Let's connect! 🔗
Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/
Radyant on LinkedIn:...

Federico Cutillo is Head of SEO at home24, one of Europe's leading home & living e-commerce platforms competing with giants like IKEA and Wayfair. What makes Federico particularly fascinating is his 7+ year tenure leading SEO at home24. He joined about a year before the IPO and helped shape the global SEO strategy for 6 markets.

▶ Let's connect! 🔗
Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/
Radyant on LinkedIn: https://www.linkedin.com/company/radyant/
Federico on LinkedIn: https://www.linkedin.com/in/federicocutillolinkedinprofile/
Home24 on LinkedIn: https://www.linkedin.com/company/home24/

Kirk Williams is the founder and owner of ZATO PPC Marketing, a US-based agency completely focused on Paid Search. Kirk has been the named the #3 Most Influential PPC Expert for 2025, his 9th year on this list.

📌 Check out https://zatomarketing.com/

▶ Let's connect! 🔗
Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/
Radyant on LinkedIn: https://www.linkedin.com/company/radyant/
Kirk on LinkedIn: https://www.linkedin.com/in/ppckirk/
ZATO on LinkedIn: https://www.linkedin.com/company/zatomarketing/

Mike Rhodes has become one of the most influential voices around PPC and AI. After building and selling four businesses, Mike has spent a lot of time building products like the famous PMAX Insights Script and teaching people how to do the same.

📌 Check out https://8020agent.com and https://adstoai.com

▶ Let's connect! 🔗
Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/
Radyant on LinkedIn: https://www.linkedin.com/company/radyant/
Mike on LinkedIn: https://www.linkedin.com/in/mikerhodesideas

Bob Meijer has spent over €100M on Google Ads, is a 2x Top 50 Most Influential PPC Expert, and built a 1,900+ member community, but he almost never does interviews anymore. Until I asked him to join mine.

Together with Miles, Bob co-founded PPC Mastery and started The PPC Hub. One of the largest (if not THE largest) PPC communities on the planet.

While most PPC "experts" are busy selling courses with theory, Bob has been quietly building something real.

1,900+ members learning from someone who actually walks the walk.
€2M+ in monthly ad spend under management.
200+ Google Ads...