Ep.116 - The Saasiest story in SAAS - Daniel Nackovski and Thomas Sjöberg
In this episode, Daniel and Thomas, co-founders of SaaSiest, share how a side project born out of curiosity became one of Europe’s largest B2B SaaS communities and events. They reveal how nearly 200 podcast episodes, an engaged Slack community, and high-impact conferences in the Nordics and Benelux have shaped a platform dedicated to scaling European SaaS businesses.
From their early days of interviewing peers to launching large-scale digital and in-person events, Daniel and Thomas discuss the unique dynamics of the European market, why US growth tactics don’t always apply, and why founders should aim for global leadership rather than just regional dominance. They also break down what makes their events stand out — a mix of world-class “how-to” content, curated networking, and unforgettable social activities.
Guest Bio
Daniel Nackovski and Thomas Sjöberg are the co-founders of SaaSiest, a pan-European B2B SaaS community known for its actionable content, curated networking, and high-energy events in the Nordics and Benelux. With over 20 years each in B2B SaaS, they bring deep experience from both the pre-cloud and cloud-native eras.
What started as a podcast to satisfy their own curiosity about scaling SaaS in Europe has evolved into a thriving ecosystem, complete with a Slack community, top-tier guests, and live events attracting thousands of executives. Known for their “always in pairs” approach, Daniel and Thomas have become key voices in shaping the European SaaS conversation.
Takeaways
- Consistency is king — most podcasts die after 7 episodes; SaaSiest has nearly 200.
- European SaaS growth playbooks must adapt to fragmented markets, languages, and regulations.
- Rockstar status for young talent now lies in tech entrepreneurship, not corporate leadership.
- Community building works even without immediate two-way interaction — trust the long game.
- Actionable “how-to” content resonates more than big names or vague success stories.
- Successful events mix learning with social connection to build deeper relationships.
Chapters
00:00 – When tech fails, roll with it
00:23 – Nearly 200 podcast episodes and counting
01:18 – Evergreen content and the hidden power of podcasting
02:00 – Podfade vs. staying consistent
02:41 – Why they always come in pairs
03:18 – The real (unplanned) origin story of SaaSiest
04:43 – Why US SaaS tactics don’t always fit Europe
05:21 – From curiosity to community demand
06:03 – The European SaaS market’s unique challenges
06:50 – Clubhouse, COVID, and explosive growth
07:25 – First in-person Nordic event — a risky bet that paid off
09:20 – Why a European SaaS focus was overdue
10:41 – Where European SaaS opportunities lie now
12:23 – Lessons from US ambition and risk tolerance
13:37 – Why Sweden produces so many successful startups
15:20 – Sweden’s “third generation” of founders
16:42 – Recycling capital and knowledge fuels ecosystems
19:44 – Rockstar status in tech vs. corporate
20:08 – Inside the SaaSiest Amsterdam event
22:37 – Who attends and what they learn
24:34 – The “how-to” rule for every speaker
25:51 – Shortcuts for accelerating growth and efficiency
26:16 – Community, events, and taking time to disconnect
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