How SaaS apps helped this company get to 1,000 paying customers in 2 years

How SaaS apps helped this company get to 1,000 paying customers in 2 years
How SaaS apps helped this company get to 1,000 paying customers in 2 years

Last week, with our team, we had a chance to visit the HQ of Woodpecker — a mid-size enterprise selling its online cold mailing app to the companies worldwide.

With Cathy, Woodpecker’s CMO who has been building the company since its early days, we had a chance to speak about critical success factors that have led the company to the current leading position of cold mailing solutions globally, with over 1,000 satisfied customers paying for the app’s features.


“Developing our company has been no different than any other business, it’s been full of ups and downs, hard work and constant change. It’s always been a great adventure but also a major challenge to arrive at where we are right now, with still a lot of work ahead of us. A big part of this journey was driven by cloud apps, which have helped us improve and speed up many processes within our organization. Today, it’s hard to imagine our company without apps like Trello, Pipedrive or MailChimp.”

Woodpecker’s cold mailing app is not the first one of this type on the market. The company has its competitors like SalesHandy, Mailshake or Quickmail.

“There are many companies on the market providing similar cold mailing solutions but our focus is to do the one very best product based on customer needs.”

The company started creating the app while working on the other project which was supposed to be the application helping fitness trainers manage their communication with their clients.

“We wanted to send personalized emails to our potential prospects base so we created the app for ourselves to automate the process.”

After the company decided to use the very early-stage beta as a basis for building the more advanced product, one of the first apps to use was Basecamp which seems to have been the very basic element of company’s growth and scaling process.

“We’ve been using Basecamp in the very early days of starting the company, it helped us structure the projects and divide tasks among our marketing and product teams. It is still a basic element of our organization today when we have a larger group of motivated people and a few organized teams.”

But the app, which is probably one of the most important in the company’s development today, is HelpScout — a ticketing system which enables Woodpecker to provide support to its clients and build the product based on customer’s needs and problems.

“With HelpScout, we can really do our best to support our customers, which is particularly important in a solution like Woodpecker. We can give the right answers quickly, then use the analytical engine to see how well we performed in supporting our customers, and finally, use all the gathered data to improve our product.”


Woodpecker team uses more than 20 different cloud apps every day. That is a lot to handle different processes being managed by different apps. We were curious how the company manages to monitor the way of implementing new solutions and new employees’ onboarding with so many different solutions in place.

“Before you implement any cloud app, you need to structure the process manually. With cloud apps, you can definitely increase the efficiency of many actions and boost transparency, but they won’t create anything for you.”

This is exactly how Woodpecker implemented Pipedrive — a CRM system helping the company manage their leads every day. Firstly, they set up internal rules which type of potential customers should be contacted directly and what type of messages they should receive. After the users’ base started to grow, they found it very useful to implement a supporting app and can now manage their process of nurturing clients on a simple pipeline.

“Pipedrive helps us be way more effective in our contact with potential customers and promotes transparency among our sales team, each of us knows what prospects we are in contact with right now and we have eliminated the risk of duplicate messages. We have also connected Woodpecker with Pipedrive through API so that the data is uploaded automatically into Pipedrive when we have a new lead. This saves us a lot of time.”

Right now, the company manages dozens of potential sales prospects a day with Pipedrive and targets each and every customer in a very individual way, which seems to be pretty much one of the major success factors.


Woodpecker right now is a dynamically growing organization with well-structured processes and is probably one of the heavy users of online apps. With over 20 cloud software implemented, it becomes quite a challenge to manage them all as different teams use different products.

“In marketing, we use MailChimp to automate our mailing campaigns, Buffer to post on social media, Trello to manage our content marketing process, Mixpanel to analyze our users and VWO for A/B testing. On the other hand, our IT department uses Basecamp for project management and Confluence for product management. We’re not afraid to add and learn new products, but we always think twice before we start paying for something to make sure it has a positive impact on our organization.”

After years of experience using SaaS software, there are many interesting pieces of advice the company can give to other enterprises facing the growth phase and implementing new cloud solutions.

“There are 3 major pieces of advice we can give to the potential cloud app users:

1. Implement new apps as soon as you have structured a particular process.

2. Don’t be afraid to switch to better, more scalable solutions as you grow.

3. Research the app before you start using, is one of the good ways to do this.”

Right now, Woodpecker has over 1,000 paying customers and prepares for a dynamic growth during the next coming years. The team already researches the new apps like password management solution — Dashlane or a deep-level analytical app — Inner Trends to support their development.

In, we discover the apps to help you grow your e-commerce, services, website, blog or other businesses. We help you find the right marketing, analytical or even design apps to help your company become more effective. To receive our updates about the best apps to grow your business, you can always Subscribe to our mailing list or follow us on Twitter.

Paul Minors

CRM Consultant

Pipedrive Expert Partner

Implement & integrate CRM into your organization to grow sales and cut costs

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Matt Pliszka CRM Consultant @ pickSaaS. I help businesses manage and integrate their CRM, sales, and marketing processes, including data structuring/analytics, mailing integration, lead distribution, and identification. Articles of this author: 44

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