Episode Summary

In this episode of the BIP Podcast, we go behind the scenes with the founder of B2B, a growth consultancy that’s reshaping how service businesses approach marketing and growth. From why they started building in public to their roadmap for hitting $10 million+ in revenue, this episode is packed with transparent insights, practical strategies, and future-focused vision. Learn how a traditional SEO agency evolved into a holistic growth partner, and discover the building blocks of scalable, predictable B2B success.

Guest Profile

David, founder and growth strategist at B2B, brings over a decade of B2B sales and marketing experience to the conversation. With a background in business development and an instinctive understanding of commercial growth, David has helped scale 300+ service businesses. He’s now on a mission to build a world-class consultancy while openly documenting the journey.

Key Takeaways

• Building in Public is both a marketing strategy and a way to give back to the business community.
• Many businesses don’t need “just marketing”—they need holistic growth strategies.
• B2B specializes in helping “ordinary” service-based businesses scale beyond referrals.
• Marketing works best when it’s integrated with product, pricing, positioning, and sales strategy.
• The future of B2B includes three core pillars: consultancy, media, and venture investment.

Questions Asked & Answer SummariesWhy did you start B2B in the first place?

David’s journey began in B2B sales and business development roles. His commercial approach to marketing led him to identify a key problem: businesses wanted growth, not just SEO. What started as a traditional agency evolved into a holistic growth consultancy because clients needed full-spectrum support—from positioning to performance.

What does it mean when you say clients ask for SEO, but really want growth?

Most B2B businesses approach agencies thinking SEO will unlock growth. But SEO is only one piece of a larger puzzle. True growth comes from aligning marketing with sales, pricing, customer journeys, and business strategy. David uses the analogy of health: SEO is just the diet—you still need sleep, exercise, and consistency to achieve long-term results.

Who does B2B work best with?

B2B works with established B2B service businesses that have product-market fit and strong referral pipelines. These are “ordinary” businesses—often 10–15 years old—that have never quite figured out marketing. Their typical clients turn over between $1M and $50M and need systems to scale.

How do you help businesses grow beyond referrals?

Referrals are a strong signal of trust and quality—but they’re not scalable. David discusses how B2B helps companies install repeatable marketing engines. These engines don’t replace referrals—they amplify them, making growth more predictable and less dependent on luck or personal networks.

What’s the future vision for B2B?

David outlines a three-pronged growth strategy:

1. Consultancy & Growth Partnering – Core service offering with performance-based partnerships.
2. Media & Content – Building a media company to increase brand presence and generate its own revenue.
3. Venture Arm – Launching and investing in businesses for equity and long-term growth.

The aim? To become the best growth consultancy in the world for established B2B businesses.

Why build in public?

David shares three reasons:

1. It’s smart marketing. Most competitors don’t have the courage to be that transparent.
2. It’s impactful. Sharing experiences helps others on their business journey.
3. It’s archival. It creates a public record of growth—a timeline of wins, lessons, and pivots.

Chapters & Timestamps{00:00] – Why Transparency Sets Us Apart

Discussing the power of building in public as both marketing and mentorship.

[01:04] – Our $10 Million Goal

Outlining why B2B wants to scale and how they plan to get there.

[02:05] – From Sales Director to Agency Founder

David shares his B2B sales background and how it shaped his approach to marketing.

[04:40] – Why SEO Alone Doesn’t Drive Growth

Explaining the limits of marketing when not integrated with broader strategy.

[06:08] – Evolution: From Agency to Growth Partner

The pivot from services to strategy-led consultancy.

[07:37] – The Real Reason Clients Want SEO

Understanding client needs beneath surface requests.

[10:34] – The “Ordinary” Companies That Win

Defining B2B’s ideal client profile.

[12:54] – Scaling Beyond Referrals

Why strong referral networks still need a growth engine.

[15:35] – Marketing to the Other 99%

Moving beyond solution-aware leads to scalable demand generation.

[17:04] – The Three Pillars of the B2B Vision

Breaking down the consultancy, media, and venture future of the company.

[21:19] – The Real Reasons for Building in Public

From personal motivation to community impact.

[23:00] – How to Get Involved

Join the community, become a client, or apply to work with B2B.

About the Podcast

The BIP Podcast is a behind-the-scenes look at how B2B companies grow—documenting wins, failures, and everything in between. Whether you’re a business owner, marketer, or growth strategist, you’ll get transparent insights and real-world strategies from leaders building in public. Subscribe for honest conversations, actionable tips, and a peek into the real journey of scaling a modern business.

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