How Dux-Soup Reached $5M in Annual Revenue

Imagine trying to grow your business through LinkedIn, only to spend hours manually visiting profiles, sending connection requests, and following up with leads.

This was the reality for thousands of sales professionals before Dux-Soup entered the picture. Founded by Will van der Sanden, Dux-Soup simplifies LinkedIn outreach by automating time-consuming prospecting tasks.

What started as a side project quickly turned into a market-leading SaaS generating $400K in monthly recurring revenue and serving over 70,000 users.

Here’s how Dux-Soup went from a simple automation tool to a multi-million-dollar business.

The Problem They Solved

Sales professionals rely on LinkedIn for lead generation, but manual prospecting is slow and inefficient. Before automation tools, users had to visit profiles, send requests, and follow up with messages manually, limiting their ability to scale outreach.

Will van der Sanden realized this problem when his wife struggled to generate leads for her business. She was spending hours collecting contacts and emailing prospects with little return.

Seeing an opportunity, Will developed a tool that could automate LinkedIn prospecting while integrating seamlessly with CRM platforms.

Dux-Soup solved a clear pain point by allowing sales teams to focus on closing deals rather than spending hours on outreach.

The Strategy

Dux-Soup gained early traction by making its tool easy to use. Unlike other LinkedIn automation software, it offered a free starter edition that users could install in just two clicks. This low-friction entry point allowed businesses to test the platform before committing to a paid plan.

To educate users and drive engagement, the company leaned heavily on webinars, blog content, and YouTube videos. 🚀

Their webinars attracted thousands of registrants, and their blog helped position them as thought leaders in LinkedIn automation.

Dux-Soup also grew through influencer partnerships, working with LinkedIn experts who demonstrated the tool’s effectiveness. By tapping into these established audiences, they gained credibility and expanded their user base.

Leveraging Content and Influencers

By combining organic content marketing with strategic influencer partnerships, Dux-Soup positioned itself as a go-to tool for LinkedIn automation.

• Webinars attracted over 2,000 attendees per session, driving conversions from free users to paid plans
• Blog content helped users understand best practices for LinkedIn outreach, increasing engagement
• Influencer marketing built credibility and trust, turning industry experts into advocates

The company reinforced its strategy with a mix of organic and paid social media. LinkedIn, Twitter, and YouTube became key channels, ensuring they reached professionals actively seeking automation solutions.

Metrics & Milestones

Dux-Soup’s growth is backed by strong numbers:

• $5M in annual revenue
• $400K in monthly recurring revenue
• 70,000+ active users
• 10,000 monthly blog readers
• 30,000 website visitors each month

These numbers highlight the power of combining product simplicity with a strong marketing strategy.

Takeaways & Practical Tips

Dux-Soup’s success offers valuable insights for SaaS founders looking to scale:

✅ Freemium models drive adoption by eliminating barriers for new users.

✅ Educational content establishes authority and builds trust with potential customers.

✅ Influencer partnerships amplify reach and credibility.

✅ A seamless onboarding experience reduces friction and increases conversions.

✅ Social media, both organic and paid, enhances visibility and brand recognition.

Dux-Soup grew by solving a real problem, making adoption effortless, and focusing on content and influencers to fuel expansion.

My motto from the beginning has always been to listen to my customers. They are the ones that are investing (not just money but also their time, which can be even more valuable) in our tool.

Will van der Sanden, Founder @ Dux-Soup

Their journey shows that with the right combination of strategy and execution, SaaS founders can turn a simple tool into a multi-million-dollar business.

Another solo founder who experienced tremendous success is Damon Chen. He is responsible for Testimonial.to, a SaaS that started generating $100K MRR in under 9 months!