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Growing a SaaS Brand during COVID 

jean pierre fumey



Christopher Lier

We talked to Christopher Lier on how LeadGen is the no. 1 form-builder for marketing campaigns and this is what he had to say.

First of all, how are you and your family doing in these COVID-19 times? 

Christopher Lier: We are doing good, thanks. We are focused on what we can do to stay productive and use this time to work on our goals.

Tell us about you, your career, how you founded LeadGen?

Christopher Lier: I am a digital marketing enthusiast, starting with Search-Engine-Optimization about five years ago. In 2018, together with my Co-Founder Waseem, we started building LeadGen, an online solution that helps brands find their ideal customers by building optimized lead capture forms and using them on their websites. We also run the Marketing Mavericks Show podcast, dedicated to B2B marketing and lead generation for companies. 

How does LeadGen innovate? 

Christopher Lier: Firstly, we have a close connection with our customers and users. We learn so much every day based on user experiences and requests. Serving those needs helps us innovate more effectively. Balancing user needs, tasks, and big new product features is not easy, but we are continually learning to improve the product in the most impactful way.

How the coronavirus pandemic affects your business, and how are you coping?

Christopher Lier: We see a couple of effects: Firstly, businesses get shaken up and re-consider the marketing spend to new places. This is a chance for brands like us. In normal and growing economic times, companies invest and spend on marketing, but they are also reluctant to change. Turbulent times are a chance to re-connect with existing customers, to provide more value and service. It’s also a great time to acquire new users that would otherwise keep using their existing tool stack with less incentive to switch or try something new. Secondly, in these times, more attention shifts online. Whether it’s a meeting being held digitally or just spending more time online in general, this tends to help SaaS brands to get more attention. It also makes customers more educated and possibly more demanding. Overall, these are exciting times and an excellent opportunity for anyone in the digital and SaaS space.

Did you have to make difficult choices, and what are the lessons learned?

Christopher Lier: Sure. These times aren’t easy and require hard decisions. We had to move offices as the whole start-up ecosystem in London got shaken up, financially, and based on restrictions. We had to find new office space within two weeks, which wasn’t an easy task. The last place we were based in went into administration, creating a challenging environment to work in, in those two weeks. We managed to find a good new location in the end. Also, growing a team is always a big need. During this time, we have expanded the team and learned that it’s good to keep looking for talent always as things and needs might change quickly. 

How do you deal with stress and anxiety? How do you project yourself and LeadGen in the future?

Christopher Lier: Good question. It’s essential to recognize that stress and anxiety are often in just your head. That’s the place where it starts, and that’s also where to get rid of it. It doesn’t help to keep following a loop of stress and frustration if things go wrong. You’ve got to realize that the way out is only by taking steps yourself to improve the situation. If you need to take time off, do it. If you need to re-align your focus and change priorities, address it, and don’t move the task into the future. That will give you a sense of satisfaction and control, helping to keep stress away. 

We need to keep focused on our product development and improvement, addressing the key areas that need attention. While my role is marketing at LeadGen App, it’s still a journey that requires the whole team to be adaptable, working on whatever is a priority to grow the business. We want to become a leading company in digital lead generation and lead management tools and build a real brand and not just online. So, these are exciting times with lots of things to do!

Who are your competitors? And how do you plan to stay in the game?

Christopher Lier: We plan to stay and keep leveling up our game, not how long. Without naming any specific ones, there are certainly lots of similar tools out there. As mentioned before, we focus not just on the product but also on building a brand and fan-base, which we are very passionate about.

Your final thoughts?

Christopher Lier: My tip for other founders and entrepreneurs: Keep moving and growing in these times; it may be one of the most significant times of opportunity.

Your website?

Jean-Pierre is a polyglot communication specialist, freelance journalist, and writer for with over two decades of experience in media and public relations. He creates engaging content, manages communication campaigns, and attends conferences to stay up-to-date with the latest trends. He brings his wealth of experience and expertise to provide insightful analysis and engaging content for's audience.

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