How to convince an entire market it needs your product with Eric Santos2 min read


On the latest episode of the SaaS Revolution Show, Alex Theuma is joined by Eric Santos, CEO and Co-Founder of Resultados Digitais, the leading marketing automation tool in Brazil and Latin America. In the conversation, they cover what are the steps to take to convince a market of the value of a product it doesn’t understand, how to build an audience and develop customer discovery before a single line of code is written, how to create a “Disneyland” user conferences and excite a large channel program.

Eric has been a tech entrepreneur for the past 15 years and founded Resultados Digitais in 2011. The idea behind the company dates back to 10 years ago when he first discovered online marketing and its power. What he found frustrating was that to make the most of it, he had to use a number of disconnected tools. By 2011 he decided to build one unified one.

He ran into a problem, though.

Very few marketers in Brazil were familiar with online marketing or its benefits. No one was doing digital. So in order to launch his marketing automation product he first had to educate the entire buy viagra next day delivery uk market about the benefits of online marketing. In the following 18 months, he went on to kickstart a movement and create demand for his offering without writing a single line of code. A lot of content marketing, many speaking gigs and a host of “Mechanical Turk Experiments” followed.

Six years later, Resultados Digitais boasts over 10,000 customers, 1500 channel partners, and 8000 attendees at its yearly user conference, RD Summit, which Sujan Patel rightfully says has a Disneyland effect.

Listen on to learn:

  • What were the precise steps he took to prepare the market for his offering?
  • How he built a movement?
  • What are the core tenets of a successful user conference and why it’s worth the effort and expense?
  • How they grew RD Summit from 250 to 8000 attendees in 4 years?
  • Why building a channel program before reaching $10 million ARR is fine and how to do it?


  • The state of SaaS in Brazil and how to penetrate the market.

If you like this episode, please leave a review and subscribe to the SaaS Revolution Show on iTunes. The show is also available on Stitcher and Overcast and many more podcast apps and directories

New call-to-action

Sign up to our newsletter


Podcast Banner (Landscape) - Saravana Kumar

Saravana Kumar (Kovai): Bootstrapping a multi-product company to $10million ARR

Saravana Kumar, CEO of Kovai is this week’s guest on The SaaS Revolution Show. He joins Alex Theuma to share his experience of bootstrapping Kovai – a multi-product company – to $10 million ARR. Kovai currently employs 160 people, with offices in India and the UK. Listen on to learn: Why Kovai chose to bootstrap…

Blog Banner

The Hottest Sessions at SaaStock LatAm Online

SaaStock LatAm Online has been planned and developed in collaboration with SaaS leaders from the region and internationally, designed to help the SaaS community of South America refocus priorities, overcome new obstacles, and help their companies gain traction, growth, and scale.  We’ve hand-picked some of the hottest sessions for SaaS founders and leaders looking for…

Podcast Banner (Landscape) - 1200x628px (4)

Larry Gadea (Envoy): Building SaaS products for the post-COVID workplace

Larry Gadea, CEO and founder at Envoy is this week’s guest on The SaaS Revolution Show. He founded Envoy in 2013 to start a ‘revolution for the workplace’. Envoy is building smart tools to help offices run more smoothly – like welcoming visitors, receiving mail, and booking meeting rooms. But a global pandemic that closes…