End of Year Update 2025

What a year - personally this was one of the more intense professional years I’ve been through. But I’m immensely proud of the team and grateful to our customers and investors. Here’s what happened.

Challenges

We pushed through a number of challenges to get to a big win and end the year with momentum and a bright future ahead. More on that in a minute.

After coming out of the Spring event season, we had a lot of interest in what we’re building, but the summer doldrums hit hard and inbound demos fell off.

At the time, we were also working through early customer fit issues and deciphering who our ICP was. 

Our growth felt like it stalled out and we were headed into a fundraising season without strong numbers.

So my cofounders and I made a big bet. We’d been heavily focused on product & engineering and already developed a decently strong offering, what if we shifted our investments and focus into GTM?

We came up with a plan, built a growth system, and launched in August.

Demos started pouring in. September sales jumped up; we landed a giant deal. October was our best month ever; we met with 92 companies in one month. And November was 50% MoM growth. 

Now, at this trajectory, we’re ending the year with our strongest quarter, fresh funding, and full speed ahead into 2026.

Highlights

Here are some of the things we accomplished in 2025 that I’m proud of.

1. Ease of use. We started by building really powerful and distinct tech in 2024. But there’s a tradeoff between powerful tech and ease of use. So in 2025 we invested heavily in making Singulate’s email builder easy to use. It combines sophisticated marketing ops workflows into a simple “writer” experience. Walk through it in our guided Singulate Sandbox.‍
2. We became a HubSpot App Partner. Singulate works seamlessly with HubSpot to make the  complicated manual parts of hyper-personalization very easy and fast.‍
3. Got SOC2 Type II certified. We prioritized this process ahead of our GTM launch so that we can lower the barriers to working with enterprise companies. ‍
4. We released Singulate Research and Enrichment. We built a mini-Clay in Singulate that does custom web-crawling so that marketers can segment and personalize their emails with data that they don't have in the database.‍
5. Launched Singulate Outbound. This was more of a positioning thing than a feature. We released an integration with Instantly so that our customers (and us) could use Singulate for cold outreach. Sales tech has a ton of competition, but they don’t use AI like Singulate does. Singulate provides better reliability at scale, more control over copywriting and data, and better cost efficiency - which is why we’re built for Marketing comms (higher volume). But it turns out that those factors also matter for Sales, so we’re able to consolidate both onto one platform. And it works really well.‍
6. Strengthened relationships in the B2B marketing community. It’s a neat space with lots of awesome people. I attended several conferences that were awesome, including Spryng, Chilipalooza, SaaStock USA, Inbound, Mopza-palooza, and a handful of meetups. ‍
7. Landed some great customers like Samba TV, Tonic, Brandlive, Ablenet, Prognos Health, Goldcast, and Axonify. Looking forward to making these teams even more successful in 2026.

Our remote, international team continues to work hard, aligned to our 3 pillars which we repeat every Monday at our all hands. 

Lessons

I learned a ton of new stuff about being a founder, about product, and about sales.

Being a founder

Belief is the most important quality of a founder. Not intelligence. Not skills. Not a big network. Just belief. The odds are stacked against you. There are an unending number of reasons to stop building. The ability to choose to keep going comes from deep conviction, rooted in purpose. When belief was low, I found the greatest source was talking with marketers who experience the pain point we solve. Seeing their eyes light up during a demo goes a long way.

Every problem is solvable. The challenge is prioritization. I felt that more than ever this year. I’m just one person doing 7 jobs. But not all jobs are the same priority at the same time. It’s better to do a few things really thoroughly versus many things in a mediocre or surface level way. The challenge is ensuring those few things are the right things. The right thing is what’s best for the business. For example, this year I realized I had to let go of marketing (my first love) so that I could focus everything on sales - a choice that ultimately propelled our October and November growth.

Sales

I thought I was a natural seller, but the job of sales is far more than being a good communicator or being able to talk to people. It’s a skill and a system of strategies and tactics. I had to shed my marketing ways and adopt a head to toe sales mindset. Luckily, I had several great salespeople around me who taught me a few things this year that I’d like to share with you. 

1. Don’t oversell, don’t show every feature, don’t overwhelm the person. Founders have a tendency to get too deep too fast. The initial demo should end with the prospect being able to answer 3 simple questions:
   
   1. What painful problem does this solve for me - right now?
   2. How fast can I see results - and how easy is it to get started?
   3. What is the one thing this does better than anything else
   4. Anything that distracts the person away from strong, simple answers to those 3 questions should be trimmed out. Because that’s what they’ll need to know to explain it internally to their team and boss. Credit: Dave Rubinstein.

2. Don’t rush the sales process. Leave pricing for a second call. Do proper discovery to really set the anchor deep in your champion. We were selling too fast, I was pushing. In October we had an insane volume of demos. I think we could’ve closed more if we had taken more time and built the relationship more. Credit: Ellen Terlizzi.‍
3. Take it to text. For larger deals, it takes a ton of communication. Months of back and forths. The formality of email can get tiring. Texting and Whatsapp are much easier and frictionless to keep the conversation flowing. Credit: Roman Davidyuk‍
4. Make the demo a story. Put yourself in the shoes of the person and walk through the solution from their point of view, from beginning to end. If you jump straight into the core of the platform without any information about why, where it fits into the stack, what problems it solves, the user will be lost and stop listening. If it’s just you talking on a demo, that’s not a good sign. Credit: Dahlia El Gazzar‍
5. Keep asking questions. Get clear on your discovery questions so you can qualify and disqualify. The sooner you can disqualify, the more you can focus on moving good deals forward. Credit: Kevin Joseph‍
6. Quick story about pricing: I was on a demo with a VP of Marketing from Boston. She really loved the product. She asked about pricing so I brought up the slides and walked her through it. She said oh. You should double our pricing. Like right now. You’re charging way too low for what you do. Double your pricing and thank me later. So we did. It had no slowdown on sales whatsoever. We sold even more. She was right.

My favorite reaction to Singulate in a demo.

Product

The most underrated skill in product management is deep empathy.

If you come from a technical background, you need to know your product through the mind and eyes of your users and customers. It might sound trite, but it’s hard. You built it line by line, you understand it intricately. A new customer has zero idea how it works or what they’re supposed to do. You built it assuming because it’s simple and obvious to you, that it’s simple and obvious to others. But if you yourself are not your ICP, you have to do a lot more work to overcome your innate biases. You have to shed your curse of knowledge and learn to view your product through others’ unfamiliar eyes. It may sound like I’m giving engineers a hard time, but this goes both ways. 

If you come from a non-technical background, you need to have empathy for your engineers. You’re not the one building the thing with code. You’re not the one thinking through every edge case, every bit of logic, and building it from the ground up. It’s not going to be polished, it’s not going to “wow” the customer in its first release. You have to take into account the constraints of time, plus what actually matters to the customer, and translate that into requirements. The work is in the details. Being clear, data-backed, and realistic for engineers to be able to build it. 

A good PM is empathetic in both directions — they deeply understand their customers and they deeply understand the requirements of engineering. 

What’s ahead

We’re looking forward to a busy year full of growth, customer success, and product improvements. Here’s a preview of what we have planned for 2026.

• Integrations, namely Marketo and Salesforce. The Marketing Ops community is starved for innovation in these old giant tech platforms. By integrating with Marketo and Salesforce, we can bring a substantial amount of efficiency and simplicity that will make a lot of enterprise marketing teams happy. ‍
• Partnerships. We love data platforms and event platforms. Singulate’s marketing personalization capabilities is a huge unlock to operationalizing data for better targeted messaging at scale. We have a growing waitlist of partners we’d like to build with, whether that’s through an API integration or embedded Singulate experience. If you're interested in partnering with us, send me a note.‍
• Singulate Agent. We’re building the Cursor for B2B Marketing. This agentic interface dramatically  speeds up the work of creating a rich HTML Singulate campaign. ‍
• Analytics and Insights. We get asked about this one a lot - Singulate’s micro-audience segmentation provides rich analytics on whether messaging works or not. The learnings from productizing this into a dashboard could be massive (i.e., next era of A/B testing).

Thanks for following along on our journey. 

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