en_US
en_US es_ES
Book a Call
Contact us

Tag: B2B

FV 22: How to 2x a Sales Agency in 9 Months w/ Calls and Content | Gabe Lullo, Alleyoop

Posted on by Will Yuste

Will Martin interviews Gabe Lullo, who is the CEO of Alleyoop. We get to hear about his journey all the way from recruitment to leading a successful sales development agency. He focuses on the importance of the right people in professional services, the role of intent data in sales, and the value of having a great product. 

Gabe talks about his own strategies for growth along with the significance of calls and content, and how to engage your employees. He also points out that video communication is key and the unique value proposition Alleyoop offers to their potential employees.

TAKEAWAYS:

  • People are the core of professional services.
  • Investing in employees is crucial for retention.
  • Intent data can enhance sales strategies but isn’t a silver bullet.
  • Building strong relationships with clients leads to mutual growth.
  • Calls and content are essential for successful outreach.
  • A great product is vital for sales success.
  • Transparency and trust are key in client relationships.
  • Video communication fosters connection and engagement.
  • Hiring experienced SDRs leads to better outcomes.
  • Creating a strong value proposition attracts top talent.

TIMESTAMPS:

‍00:00 Introduction and Gabe’s background

‍10:27 Timing in business: how Alleyoop met ZoomInfo early

‍17:28 Lessons from working with big accounts

‍23:24 Calls and content to make outbound work

‍25:50 How Alleyoop doubled in size

‍29:00 How to get your team to post on LinkedIn

‍35:21 Why outbound isn’t (and won’t ever be) dead

‍39:11 Cold call scripts: the 4 Ps framework

‍46:40 Alleyoop’s tech stack for remote work

‍55:25 How to sell your company to candidates

‍01:02:10 Conclusion and final thoughts

FV 21: Raising VC, First-time Founding, Enterprise Software & Nimble GTM | Emir Atli ‪@HockeyStackB2B‬

Posted on by Will Yuste

In Episode 21 of our podcast, we get to hear the story of Emir Atli, the co-founder and CRO of HockeyStack. Emir talks about his entrepreneurial journey and the interesting evolution of his revenue analytics platform.

Will and Emir chat about his path from the early days in Turkey to building HockeyStack, which actually started as a social media app before becoming an alternative to Google Analytics. He shares his firsthand experience with building superior technology, attracting top talent  and managing different challenges that arise with venture capital fundraising.

Conversation flows toward HockeyStack’s transformation into a B2B “revenue intel” platform, which offers sales information and ABM products. Emir also shares his experience with a diversified marketing strategy across LinkedIn, Google and events.

HockeyStack has the ambitious goal of going public in 2030 and become the operating system for B2B revenue teams.

TAKEAWAYS:

  • HockeyStack started as a social media app but pivoted to become a Google Analytics alternative, offering better insights into product and website data.
  • Building a better technology and hiring the best talent are key factors in the success of a startup.
  • Raising venture capital requires traction and a compelling story, and it’s important to have a strong support network.
  • Dealing with pressure as a C-level executive involves having people to lean on, such as an executive coach and therapist, and knowing that you can start over if needed.
  • HockeyStack is not just an attribution tool, but a command center for revenue teams, offering sales intelligence and ABM products in addition to attribution. HockeyStack aims to be the centralized command center for B2B revenue teams
  • Their marketing strategy includes LinkedIn, Google, events, influencer partnerships, and SEO
  • HockeyStack has entered the enterprise segment and prioritizes building relationships with enterprise customers
  • The goal is for HockeyStack to go public in 2030 and become the operating system for B2B revenue teams

‍

TIMESTAMPS:

‍00:00 Introduction

‍01:31 Early Ventures and Lessons Learned

‍03:45 The Birth of HockeyStack

‍05:16 Scaling and Market Strategy

‍10:51 Challenges and Personal Growth

‍20:06 The Future of HockeyStack

‍27:36 The Role of Signals in Marketing

‍31:47 Making Data Actionable

‍35:18 Diversifying Marketing Strategies

‍38:44 Enterprise Sales Strategy

‍48:05 Future Vision for HockeyStack

‍51:54 Conclusion and Hiring Announcements

FV 19: The AI-powered Clay for Enterprise | Elio Narciso

Posted on by Will Yuste

In this episode, Elio Narciso, founder and CEO of Scalestack, shares how his time at Amazon and his experience with startups inspired him to take on the inefficiencies in sales processes. Scalestack was born from his vision to help companies automate and declutter their go-to-market strategies, thus letting sales and marketing teams to focus on what they do best – selling and engaging with customers.

Elio discusses Scalestack’s unique features, such as its universal API and workflow builder, which connect and integrate multiple data sources, enrich and score data, and automate the creation of target account lists. Unlike competitors, Scalestack is tailored for enterprise-level organizations, and offers a simple solution for complex data tasks.

The episode also touches on Scalestack’s role in the AWS Global Startup Program, its plans for growth, and its go-to-market strategies, which include direct sales, event participation, and building partnerships. Scalestack aims to be a “set-and-forget” platform, all while empowering RevOps teams to optimize sales and marketing efforts without worrying about data management.

Takeaways:

  • Elio Narciso’s time at Amazon inspired him to address inefficiencies in sales processes.
  • Scalestack automates go-to-market strategies, enabling teams to focus on sales and customer engagement.
  • The platform enriches, normalizes, and scores data-creates accurate target account lists.
  • Scalestack’s universal API and workflow builder simplify data integration and orchestration.
  • Designed for enterprise-level companies, Scalestack stands out from competitors like Clay.
  • The AWS Global Startup Program supports Scalestack in driving innovation and growth.
  • Scalestack aims to be a “set-and-forget” solution for RevOps teams.
  • Its go-to-market strategy includes events, partnerships, and elevating the conversation around sales challenges.

TIMESTAMPS:

‍00:00 Intro and Elio’s Background at AWS

‍05:27 Startups’ Sales Teams Data Problems

‍07:51 The Role of AWS Global Startup Program

‍08:56 The Inefficiencies in Sales Reps’ Work

‍10:52 How Scalestack Solves Data Problems

‍19:55 Scalestack’s Universal API

‍28:16 Scalestack vs Clay

‍35:35 Custom Data Points Examples

‍38:11 Data Enrichment and Scoring in Enterprise (LIVE demo)

‍43:05 LLM-powered Data Workflows

‍48:10 AI Copilot and Orchestration

‍51:40 Scalestack’s GTM Strategy and Community Building

‍56:50 Customer’s Workflows Examples

‍01:01:11 Conclusion and Final Thoughts

FV 18: LinkedIn Ads & Social Content Strategies for Oil and Gas Professionals | @TheOilFieldLeader‬‬

Posted on by Will Yuste

Will Martin welcomes Christian Lombardini, founder and host of The Oilfield Leader Podcast, and Bailey Midkiff, Oil City Chapter President of the Oil & Gas Workers Association. Together, they explore key themes like safety in the oil and gas industry, the power of LinkedIn for B2B marketing, and how companies can evolve their approach to content and customer engagement.

Will shares insights into how FounderVideo leverages video content on LinkedIn to create impactful thought leader ads and social campaigns. He points out the major shift from static website content to dynamic social content, especially the importance of being customer-centric and authentic. The conversation also goes into strategies for gaining traction on LinkedIn, including engaging with the right people, speaking your audience’s language, and creating content that resonates with their needs and interests.

The discussion further goes on the balance between organic growth and paid advertising on LinkedIn, the ROI of LinkedIn ads, and how guided interviews can help you generate high-quality content efficiently and easily. Will also gives some practical tips on building a personal brand and providing valuable content consistently to drive engagement.

Takeaways:

  • Safety remkains a top priority in the oil and gas industry and should be central to discussions and initiatives.
  • LinkedIn is a powerful tool for B2B marketing and advertising, especially in industries like oil and gas.
  • Shifting to social content requires a customer-first approach but provides value and authenticity to connect with audiences.
  • Document your journey and stay genuine, audiences are drawn to authentic, relatable stories.
  • Engage with your audience’s world on LinkedIn, follow their influencers, use their language to connect.
  • Organic LinkedIn growth takes time, while paid ads provide a faster way to target the right audience.
  • Guided interviews are a smart content strategy, helping leaders create multiple video pieces in one session.
  • LinkedIn ads offer precise tracking and attribution but require the proper systems to measure ROI effectively.
  • Building a personal brand on LinkedIn takes consistent, high-quality content and active engagement with others.‍

TIMESTAMPS:

‍00:00 Introduction

‍00:14 The Importance of Safety in the Oil and Gas Industry

‍02:11 Introduction to Will Martin and FounderVideo

‍05:46 The Shift from Website to Social Content

‍07:02 Understanding Dark Social and Customer-Centric Marketing

‍09:15 The Power of LinkedIn Ads and Thought Leader Ads

‍21:34 The Importance of Authenticity in Social Media

‍32:58 Time vs. Money: Organic vs. Paid Strategies

‍34:06 The Power of Guided Interviews

‍35:36 Mastering LinkedIn Ads

‍37:02 Audience Engagement and Content Strategy

‍45:24 Building a Personal Brand on LinkedIn

‍45:59 Tracking ROI and Attribution

‍59:11 LinkedIn vs. X: Which Platform is Better?

‍01:01:37 Conclusion and Future Plans

FV 16: Revenue Operations in the Efficient Growth Era of SaaS | James McKay @ VEN

Posted on by Will Yuste

James McKay, founder of a RevOps consultancy, pulls back the curtain on the biggest challenges in revenue operations from messy CRMs to broken sales processes. He explains why alignment between RevOps and finance is critical and how companies can ditch “one size fits all” strategies in favor of more tailored solutions. With insights on thought leadership, product-market fit, and evolving sales structures, James shares how his consultancy, VEN, is shaping the future of FinTech and SaaS revenue operations.

Takeaways:

  • CRM hygiene is essential: Clean, accurate data is non-negotiable for RevOps success.
  • Tech stacks should support processes: Build your sales process first, then choose tools that align with it.
  • Tailored sales strategies work best: One-size-fits-all approaches don’t cut it; customize for your business.
  • Thought leadership drives growth: Educating customers early generates trust and qualified leads.
  • Product-market fit is critical: If customers don’t need or use your product, growth won’t last.
  • Recurring revenue is the SaaS standard: Subscription and usage-based models ensure sustainable income.
  • RevOps pros need balance: Structured thinking, business savvy, and user empathy are key skills.
  • Realistic forecasting matters: Avoid overly optimistic revenue projections; stay grounded in data.‍

TIMESTAMPS:

‍0:00 James’ Background and How he got Into RevOps

‍5:05 FP&A as the Plug Between RevOps and Finance

‍8:58 Defining Revenue Operations and How to Get In19:32 How to Get CRM Adoption & Hygiene

‍24:55 How to Build an Effective Tech Stack in RevOps31:08 Do you Need to be Technical to Excel at RevOps?

‍40:03 Structured vs Unstructured Business Development

‍47:10 Common Mistakes in CRM Architecture

‍57:42 Revenue Forecasting: How to Get it Right1:01:48 Contracted vs Uncontracted Revenue in SaaS Valuations

‍1:10:00 Common Objections in RevOps as a Service‍

1:15:53 The Vision for VEN and The Future of RevOps‍

FV 14: Inbound-led Outbound, Organic Social & Founder Brand | Adam Robinson @RB2B.com

Posted on by Will Yuste

Adam Robinson, founder and CEO of Retention.com, shares his experience with building a lean B2B company and using the power of organic social media to his advantage. He stresses the critical role of having a standout product that drives word of mouth growth while pushing back against the pressure to over-hire.

Adam also explains why outbound marketing struggles in today’s saturated market and how an inbound-led-outbound strategy can disrupt at VC scale, especially for high-ACV products. He put emphasis on founder branding as a key trust-building tool and explains how creating “unmeasurable” content can establish authority and amplify reach.

The discussion rounds out with thoughts on RB2B’s performance, its match rates, and features of its paid plan, teasing some interesting upcoming launches.

Takeaways:

  • Remarkable products fuel growth: A great product warrants word-of-mouth success and higher revenue per employee.
  • Stay lean: Avoid unnecessary hiring by focusing on efficiency and a small, effective team.
  • Organic social is a multiplier: Quality content paired with interest-based algorithms gives you exponential growth.
  • Outbound struggles in saturated markets: Inbound-led-outbound strategies offer scalability for high-value products.
  • Founder branding builds trust: Positioning the founder as an authoritative, relatable figure resonates with audiences.
  • RB2B insights: Its US traffic match rate is ~8%, with room for improvement using tools like reverse IP lookup.
  • RB2B paid plan perks: Features include visitor insights, ICP filtering, and integrations with tools like Slack and HubSpot.

TIMESTAMPS:

‍0:00 The story of how Adam got into video

‍24:11 How to get to $1-2M in ARR per employee

‍39:20 Why is organic social media so powerful right now

‍42:30 Diminishing response and deliverability rates in outbound

‍46:05 Inbound-led outbound as a GTM motion

‍49:25 Outbound (push) vs inbound/organic (pull)

‍50:50 Chris Walker’s playbook vs Adam’s

‍1:02:50 Is inbound-led outbound only for low-touch/PLG SaaS?

‍1:14:14 Resolving and accuracy/match rates: RB2B vs Clearbit vs 6Sense

‍1:19:10 What the RB2B paid plan gets you

FV 13: B2B Attribution, Efficient Growth and the Future of Outbound | Canberk Beker @HockeyStackB2B

Posted on by Will Yuste

Canberk Beker, Head of Growth at HockeyStack, goes into the details of B2B attribution, growth, and marketing in this episode. Speaking from experience in his career, he talks about how data driven decision-making shapes customer acquisition, retention, and referrals. 

Canberk points out how HockeyStack addresses attribution challenges and offers practical advice for adopting accurate models without breaking the bank. The discussion goes into the buyer’s journey, inbound-led outbound strategies, AI’s role in startups, and the evolution of outbound sales. 

He also shares some insider tips on achieving SaaS efficiency, reverse engineering customer funnels, and navigating the pressures of VC funding, all while emphasizing just how important authenticity is in today’s SaaS landscape.

Takeaways:

  • Growth is holistic: Success spans acquisition, retention, and referral, all powered by data-driven decisions.
  • Attribution clarity matters: Tools like HockeyStack, SuperMetrics, and Google Data Studio provide cost-effective solutions for more accurate attribution.
  • Inbound-led outbound is evolving: Focus on website traffic and identifying visitors for better targeting.
  • AI reshapes startups: Tools like ChessGPT highlight the need for authentic, impactful product solutions.
  • SaaS efficiency is key: Reverse engineering customer funnels improves profitability and focus.
  • VC funding pressures: Authenticity and uniqueness are crucial for sustainable startup growth.‍

TIMESTAMPS:

‍00:00 Why growth is not just marketing

‍03:25 Data-driven decision making analogy

‍06:20 How Canberk helped Cognism grow revenue by 2.6x

‍10:35 What can you do with HockeyStack and why it isn’t just an attribution tool

‍17:06 Demand gen vs lead gen and revenue-driven marketing

‍23:32 Key insights from the 16 reports Canberk published and feedback on them

‍35:22 What most people get wrong about attribution and how to do it right

‍39:20 Inbound-led outbound, its limitations and evolution of outbound

‍53:07 SaaS magic number, end of GAAC era and VC landscape

‍58:34 Rule of 40 vs 33222 rule and why SaaS has become so inefficient‍

1:03:37 How to get go-to-market-fit in the efficiency era

FV 12: GTM Efficiency, Signal-Based Analytics & Demand Creation | Chris Walker @Refine_labs

Posted on by Will Yuste

Chris Walker talks about the challenges and strategies for SaaS companies in today’s market. He reveals that private SaaS companies face extended CAC payback periods (48-60 months) due to slowing growth, while public SaaS companies have nearly doubled their sales and marketing spend in the past two and a half years. 

Chris focuses on smart cost-cutting, efficient marketing investments, and bridging the gap between finance and go-to-market teams. He points out the importance of  signal-based analytics, AI’s potential in marketing, and the power of dark social content. With some pro tips on live shows, targeted account lists, and product-focused webinars, Chris provides efficient strategies for building demand, improving CAC, and accelerating company growth.

Takeaways:

  • Private SaaS CAC challenges: Slowing growth pushes payback periods to 48-60 months, demanding smarter spending.
  • Efficient marketing matters: Focus on ROI with signal-based analytics and tailored demand-generation strategies.
  • Leverage live shows/podcasts: Engage target customers, build trust, and gather valuable feedback.
  • Shift B2B advertising: Educate customers on why they need your product to drive interest and demand.
  • Track dark social’s impact: Self-reported attribution is key for understanding content ROI.
  • AI and signal analytics: Emerging tools can optimize outbound sales and boost marketing effectiveness.
  • Passetto’s focus: Practical strategies to enhance enterprise value and accelerate growth.‍

TIMESTAMPS:

‍00:00 CAC Payback Period in Public & Private SaaS Companies

‍04:21 Sales & Digital Marketing Budget Allocation

‍10:15 How B2B Buying Works Today

‍14:30 The State of Signal-Based Analytics

‍21:57 Building Analytics from Top-Level Business Metrics

‍26:15 How to Properly Do & Measure Demand Creation

‍40:10 Key Levers that Grew Refine Labs to +$10M ARR

‍44:38 Current Signal-Based SaaS & Services Landscape

‍50:48 Passetto as a Consulting Firm, Not a SaaS Company

‍51:55 AI Optimizing Outbound Cadences

‍54:33 The Bowtie Framework and the Future of GTM Tech

FV 11: Is SEO Dead? | The Future of Search & AI-Powered Content’s Impact on SEO | Sam Dunning

Posted on by Will Yuste

In this episode, Will chats with Sam Dunning, founder of Breaking B2B. They talk about the future of SEO, the evergrowing influence of AI, and the increasing role of social media. Sam highlights the recurring significance of Google for B2B SEO, the strategic role of both branded and non-branded keywords, and the need to focus on bottom-of-the-funnel content that delivers real conversions. Will and Sam also dive into the subject of how podcasting is a powerful B2B marketing tool, strategies for engaging solo episodes, and the potential of video content on LinkedIn and YouTube.

Key Takeaways:

  • SEO is still king for B2B, with Google leading the way.
  • AI handles basics, but complex, niche content sets you apart.
  • Bottom-of-the-funnel content drives leads; non-branded keywords attract fresh prospects.
  • Podcasts build trust, generate revenue, and are great for repurposing content.
  • For solo podcasts, structure and smooth flow are key—no awkward pauses!
  • Nail the SEO basics: mobile-friendly, fast-loading, and well-structured content.
  • Video content on LinkedIn grows your reach, and its video scrolling beta could boost organic growth.

Keep your content strategy diverse to stay ahead and drive real results! 🚀

TIMESTAMPS:

‍00:00 Introduction and Background

‍08:05 The Impact of AI-Powered Content on SEO

‍15:07 Branded vs. Non-Branded Keywords in B2B SEO

‍33:11 The Importance of Audience Engagement

‍42:08 The Power of Video Content‍50:55 The Future of LinkedIn Organic Growth

FV 9: Content & AI for Profitable Growth in B2B | Cody Schneider, Swell.ai

Posted on by Will Yuste

Will sits down with Cody Schneider, CEO of Swell.ai, to discuss how AI and influencer marketing are revolutionizing B2B. Cody shares tips on building audiences, automating workflows, and creating content that drives results.

Key Takeaways:

  • Expertise trumps general knowledge—AI thrives with depth, not fluff.
  • Start small with automation, and let it transform your workflows.
  • Swell.ai turns podcasts into multiple content formats to maximize reach.
  • AI + human expertise = superhuman growth.
  • TikTok and Instagram Reels are must-haves for engaging Gen Z buyers.
  • Personal branding and consistent video content build trust and visibility.
  • Lean, automated teams with strong collaboration drive sustainable growth.
  • A powerful brand fosters loyalty while supporting direct-response marketing.

Packed with actionable advice, this episode is a must-listen for anyone looking to combine AI, content marketing, and modern B2B strategies to stay ahead of the curve! 

‍

TIMESTAMPS:

‍00:00 Introduction and Background

‍12:53 Implementing AI and Battling Against AI

‍33:00 The Rise of Demand Generation and Video Content in B2B

‍40:26 Leveraging Social Media Platforms to Reach Gen-Z Buyers

‍59:07 Transitioning from Bloated to Lean Teams in B2B Organizations

‍01:08:56 Building a Strong Brand

FV 8: B2B LinkedIn Ads Strategy: Lessons From $100M+ in Ad Spend | AJ Wilcox

Posted on by Will Yuste

In this episode, Will welcomes AJ Wilcox, founder of B2Linked, who dives into the power of LinkedIn Thought Leader Ads and how they boost engagement and click-through rates. He shares actionable tips on audience micro-segmentation, A/B testing, and campaign organisation while highlighting the value of targeting warm audiences to accelerate pipeline velocity.

AJ also emphasizes investing in creativity for better performance, aligning with LinkedIn’s platform, and focusing on long-term metrics like pipeline velocity over simple click-through rates. Plus, he previews updates to his LinkedIn ads course and discusses tools for budget management and data analysis. Packed with strategies, this episode is a goldmine for optimizing LinkedIn ads!

Key Takeaways:

  • Thought Leader Ads can drastically improve engagement and click-through rates.
  • Strong creative leads to better results at lower costs.
  • Aligning with LinkedIn’s platform increases performance and reduces costs.
  • Micro-segment audiences and use A/B testing for optimal campaign results.
  • Warm audience targeting accelerates pipeline velocity.
  • Prioritize long-term metrics like pipeline velocity over click-through rates.
  • Leverage third-party tools for budgeting, analysis, and reporting.

This episode is packed with actionable advice for anyone looking to master LinkedIn ads!‍

TIMESTAMPS:

00:00 Introduction to AJ Wilcox and B2Linked

‍04:25 Thought Leader Ads and Their Impact

‍10:21 Objectives for Thought Leader Ads

‍13:10 The Changing Landscape of B2B Advertising

‍20:56 Costs and Quality Score in LinkedIn Ads

‍27:28 Aligning Interests with the Ad Platform

‍30:25 The Pitfalls of Lead Gen Forms

‍36:47 Creative Rotation and Optimization

‍42:48 Campaign Structure and Organization

‍45:09 Micro-segmenting Audiences

‍46:34 Choosing the Winning Ad

‍50:30 Accelerating Pipeline Velocity

‍53:35 Thought Leader Ads for Non-Employees

‍55:03 Outreach to Engaged Accounts

‍59:53 Alternative to Lead Gen Forms

‍01:01:05 Update on Thought Leader Ads

‍01:05:28 Message Ads and Document Ads

‍01:13:42 Frequency Cap Update

‍01:19:03 Third-Party Software

‍01:24:10 New Course Updates

FV 7: Relationship-based selling in B2B GTM | Amelia Taylor

Posted on by Will Yuste

Will chats with Amelia Taylor, founder of The Revenue Table, about her bold journey in B2B SaaS and her innovative approach to go-to-market strategies and revenue ops. From mastering enterprise sales to building authentic relationships and evangelistic company cultures, Amelia shares actionable tips to thrive in today’s evolving sales world.

Key Takeaways:

  • Understanding people deeply is the key to B2B success.
  • Challenge norms and create a unique, authentic sales style.
  • Evangelism should be a company-wide practice, not just one role.
  • Slack is a hidden gem for community-led growth and revenue.
  • Use short, engaging videos to stand out in sales.
  • Self-awareness and curiosity fuel success and new opportunities.
  • Human connection and soft skills are irreplaceable in B2B.
  • Decentralized events and strong communities are reshaping networking and sales.

With shoutouts to companies like HubSpot, GTM Fund, Sendoso, and Sendspark, this episode is packed with inspiration and tips for shaking up B2B sales. Amelia’s insights on creativity, connection, and community will leave you ready to level up! 

TIMESTAMPS:

00:00 Introduction

‍00:51 Who is Amelia Taylor?

‍13:14 Founding The Revenue Table

‍23:38 Leveraging Slack for Revenue Growth

‍45:01 Being Memorable in B2B Sales

‍45:50 Creative Ways to Leverage Video in B2B

‍46:30 Using Video to Connect with Prospects

‍48:28 The Importance of Self-Awareness in B2B Sales

‍54:02 The Decline of B2B SaaS and the Rise of Soft Skills

‍54:45 The Role of Self-Awareness in B2B Sales

‍01:00:16 The Power of Curiosity in B2B Sales

‍01:04:04 Creating a Human Connection in B2B Sales

‍01:09:38 The Importance of Decentralized Events in B2B

‍01:19:46 Companies Doing Great Work in B2B