B2B marketing has become a sea of automated noise and generic outreach. Buyers are doing their own research in hidden channels, yet sales teams are still relying on outdated playbooks and spray-and-pray tactics. The companies winning today aren't just sending more emails: they are building entirely new go-to-market systems built on genuine interaction and behavioral data.

I am your host, David Walsh, and today we sit down with Bruno Basic, who recently helped steer a $90 million Series A launch out of stealth mode. We break down the exact strategies used to generate massive demand for a highly technical software product. You will walk away with a clear understanding of how to blend creator-led campaigns with hyper-targeted paid advertising.

Bruno brings a systems-thinking approach to growth that bridges the gap between marketing and sales efficiency. He shares his real-world data on using niche social creators to build brand awareness in the finance sector. We also talk about his specific approach to avoiding automated slop, keeping copywriting human, and why ignoring your ad platform representatives is a costly mistake.

Bruno Basic is the Go-to-Market Leader and Head of Growth at DualEntry, a New York-based AI-native ERP software company. Taking a hands-on approach to scaling revenue, Bruno operates across marketing, paid advertising, and customer success. He recently helped launch DualEntry out of stealth mode, supporting a massive $90 million Series A funding round co-led by Lightspeed Venture Partners and Khosla Ventures. A multi-faceted leader, he frequently engages directly with users to ensure a tight iteration loop between market signals and product development.

• Launching out of stealth mode: Bruno details the exact creator-led strategy DualEntry used to announce their Series A funding. The campaign drove thousands of likes, hundreds of comments, and booked their sales calendars out for three months straight.
• The death of legacy tech: The market is ripe for AI-native tools because legacy software suffers from clunky user interfaces and long implementation times. As Gen Z enters the workforce, they expect intuitive, fast software, making old enterprise tools obsolete.
• Niche creator marketing: B2B companies often assume there are no content creators in their specific industry. Bruno explains how finding highly specific sub-verticals, like Excel creators for finance professionals, moves the needle for brand awareness.
• Mastering revenue attribution: If you are spending heavily on multi-channel advertising in 2026, a basic dashboard is not enough. You need proper attribution software to map every touchpoint from organic social posts to booked demos.
• Avoiding automated slop: Many growth gurus recommend using AI to automate research and outreach messaging. Bruno strongly disagrees with this approach, arguing that genuine copywriting and highly segmented lists perform better than generic bot emails.
• Simple but effective automations: Instead of building complex AI chat threads, Bruno prefers basic operational alerts. His team uses simple Slack notifications to ping account executives the moment a prospect replies to an outreach email.
• In-person dinners for enterprise deals: To capture mid-market and enterprise buyers, DualEntry relies on curated offline events. These dinners provide a space to educate buyers on specific problems and regularly result in signed contracts.
• Listening to your ad reps: Many founders ignore calls from Meta or Google representatives out of fear of being sold to. Bruno shares how answering these calls gave his team early access to beta features like Reddit Max campaigns, drastically reducing their cost per click.
• Bridging sales and marketing: A growth leader must actively help the sales team save time. Whether it is eliminating spreadsheet work or automating lead handoffs, making reps faster directly impacts top-line revenue.

• DualEntry - An AI-native ERP system built to replace legacy finance software with automated workflows and modern interfaces.
• Limelight - A B2B influencer marketplace used to organize and scale creator-led marketing campaigns.
• HockeyStack - A B2B marketing attribution platform used to track the complete buyer journey across organic and paid channels.
• Dreamdata - A B2B revenue attribution tool mentioned as a key player in understanding marketing touchpoints.
• Clay - A data provider and automation tool used for finding ideal customer profiles and tracking hiring signals.

Safe Doesn't Scale is hosted by David Walsh, founder of Limelight. New episodes drop weekly.