Building in Public with David Ellis

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.

Follow us for weekly episodes on LinkedIn growth, paid ads, and sales strategies.

Subscribe & leave a review!

Episode Summary

In this episode of Building in Public, host David Ellis dives into a core growth principle for B2B service businesses: shifting from product-pitching to point-of-view marketing. Drawing from direct consulting experience with startups and $100M enterprises alike, David shares a powerful framework for scaling demand by selling how you think, not just what you do. From lead generation strategies to the smart use of AI and custom GPTs, this episode is packed with real-world examples and actionable insights.

Guest Profile

David Ellis is a seasoned B2B growth strategist and founder of a consultancy that helps companies scale by building demand through strategic content, IP-powered tools, and a differentiated worldview. With a background in marketing and tech, David's current focus includes leveraging AI tools, reshaping sales processes, and guiding clients on how to resonate deeply with their audience before pitching a product or service.

Key Takeaways

• Most businesses skip the vital middle step of selling a unique perspective before selling a product.
• Content should educate and align people with your worldview before pushing a call to action.
• Referral and Google Ads audiences are already problem-aware; social audiences often aren’t—your strategy must change accordingly.
• AI can supercharge content and case study production—but only with the right training and inputs.
• Custom GPTs (micro agents) can dramatically increase productivity if built around your IP..
• Measuring engagement rate, not just impressions, reveals content performance.

Questions Asked & Answer SummariesWhy do some marketing strategies feel easier than others?

David explains how referral or Google Ads leads are often already problem-aware and looking for a solution, making the conversion easier. In contrast, platforms like LinkedIn require more nurturing because users aren't necessarily shopping for your solution.

What does “selling your point of view” mean?

This involves using content and marketing assets to promote your unique worldview. Once prospects resonate with your perspective, they’re more likely to trust your service recommendations and become loyal customers.

Can you give a practical example of shifting from selling a service to selling a perspective?

David shares a case study of a leadership coaching company targeting Gen Z engagement issues. Instead of a generic sales page for their workshop, they repositioned the landing page to sell their point of view on why Gen Z employees disengage—and only offered the workshop after establishing credibility.

Why should B2B services avoid aggressive outbound sales?

Pushy, cold outreach can repel ideal clients. Building perceived abundance and expert status—by letting leads come to you through thought leadership—creates trust and demand without desperation.

How are you using AI in your business?

David's team uses AI to write case studies by training a custom GPT on their tested frameworks and video interview transcripts. This not only saves time but leverages their internal IP to scale quality output.

What’s your take on the flood of AI-generated content?

AI content often feels generic because it lacks personality and perspective. The key is training AI on your tone, voice, and playbooks to produce content that feels authentic and valuable.

How should companies start integrating AI into their workflows?

Start small. Build micro GPTs for single, high-value tasks (e.g. writing case studies) and train them on your own frameworks and examples. AI is a colleague, not a replacement.

Chapters & Timestamps[00:00] – Warm-Up and Intro

Discussion on referrals vs. inbound marketing via Google Ads.

[02:00] – Selling Your Perspective vs. Selling a Product

David shares why the middle “worldview” phase is so often skipped.

[07:00] – Practical Example: Leadership Firm’s Gen Z Strategy

A client’s shift from direct sales copy to POV-driven content strategy.

[10:45] – Why Pushy Sales Tactics Are Fading

How abundance and thought leadership create inbound demand.

[14:00] – The Role of AI in Modern Content Strategy

David talks AI adoption, content quality, and LinkedIn trends.

[18:00] – Training AI with Your IP

Behind the scenes of a case study GPT and how it was built.

[22:00] – Strategic AI Integration Tips

Garbage in = garbage out. How to train AI properly and use guardrails.

[27:00] – The Future of AI, Business & Content

Where AI might take us by 2035—and how to stay ahead of the curve.

About the Podcast

Building in Public with David Ellis is a behind-the-scenes look into how B2B service businesses grow in the real world. Each episode blends tactical advice with transparent conversations on marketing, sales, tech, and leadership—delivered with clarity and honesty. Whether you're scaling your first startup or running a $100M consultancy, this show offers frameworks and real-life examples you can apply immediately.

Follow us for weekly episodes on LinkedIn growth, paid ads, and sales strategies.

Subscribe & leave a review!

Episode Summary

In this high-impact episode of Building in Public, the hosts dive into their Q1 performance—revealing how they aimed for 30 new clients and ended up closing 31. They unpack the lessons learned from doubling their marketing spend, crafting a resonant market message, experimenting across platforms like LinkedIn and YouTube, and refining performance metrics. This episode is a must-listen for B2B marketers, founders, and content strategists seeking to scale sustainably and authentically.

Guest Profile

David (Host) – A seasoned fractional CMO with experience working across nearly 300 B2B companies. David shares insights from his growth consultancy work and leads the conversation around strategic marketing, content, and operations in a fast-scaling agency.

Key Takeaways

• A strong market message and unique point of view can 10x marketing effectiveness.
• Doubling marketing spend doesn’t guarantee better metrics—but maintaining performance while scaling spend is a big win.
• Content should align with platform and format for maximum resonance.
• YouTube is an untapped goldmine for B2B lead generation—every lead from YouTube converted this quarter.
• Engagement on LinkedIn (comments, conversations, networking) is just as important as content creation.
• Measuring engagement rate, not just impressions, reveals content performance.
• The content is the strategy; paid ads are simply a distribution booster.

Questions Asked & Answer SummariesWhat was the Q1 goal, and did you achieve it?

The team aimed to sign 30 new clients and closed 31 (29 confirmed on the scorecard, 2 additional off-record). They consider this a win with room for optimization in Q2.

What were the key learnings from this quarter?

Maintaining key marketing metrics while doubling spend, and validating the importance of a unique market message that drives performance across cost per lead, deal size, and retention.

How do you identify a unique market message?

By uncovering inherent uniqueness already present within a business and articulating it clearly. It can't be faked—authenticity and thought leadership are essential.

How do you know if your message resonates?

Quantitatively: more engagement, leads, and revenue. Qualitatively: comments, mentions in calls, and that gut feeling of alignment.

How do you test which content works?

They test content pillars in various formats (videos, carousels, memes), post organically, and iterate based on data.

Why didn’t the original YouTube strategy work?

Same message and format from LinkedIn didn’t resonate. Platform-specific tweaking led to 100% conversion from YouTube leads once fixed.

How important is LinkedIn engagement?

Crucial. Active engagement boosts algorithm reach and accelerates lead conversion. Comments and connections matter.

What metrics define good content?

Engagement rate = engagements ÷ impressions. High impressions alone don’t prove resonance; it's the engagement that counts.

What’s the role of ads in your strategy?

Content is the strategy. Ads are used to scale distribution of what’s already working organically. Great content must come first.

What’s your Q2 focus?

Maintaining spend, improving processes, reducing cost per lead/demo, tweaking sales operations, and evolving content strategy with more team involvement.

Chapters & Timestamps[00:00] – We Almost Missed Our Target

Discussion around Q1 goals and client acquisition performance.

[02:55] – Doubling Marketing Spend Without Losing Metrics

How the team maintained performance despite increased spend.

[03:38] – The One Thing That Changes Everything: Market Message

Why a unique POV is critical in B2B marketing.

[06:35] – How to Find and Validate Your Unique Market Message

Steps for uncovering an authentic message that resonates.

[09:52] – Testing Content Pillars and Formats

How they experiment with different message types and mediums.

[12:41] – YouTube: The Untapped Channel for B2B Leads

Lessons from pivoting their video strategy.

[13:55] – Why LinkedIn Engagement is as Important as Content

Tactical benefits of engaging directly on LinkedIn.

[17:28] – Defining Good Content: Impressions vs Engagement

How to calculate content effectiveness using real data.

[21:21] – Content Is the Strategy (Even for Paid Ads)

Reframing ad spend as content distribution, not lead gen.

[26:16] – Why Retargeting is Your Low-Hanging Fruit

Simple paid strategies that can boost conversions immediately.

[28:41] – Q2 Plans: Optimising Performance & Scaling with Purpose

Preview of Q2 goals and bringing more team voices into the podcast.

About the Podcast

Building in Public is a transparent, insightful look into how a B2B agency scales, tests, and refines their marketing engine. Hosted by experienced marketing professionals, the show dives into real-time data, strategic experiments, and the thinking behind their most successful growth moves.

Follow us for weekly episodes on LinkedIn growth, paid ads, and sales strategies.

Subscribe & leave a review!

Episode Summary

In this episode of Building in Public, host David and his co-host dissect one of the most pressing challenges faced by high-growth B2B companies: the misalignment between marketing teams and business leadership. They unpack why even successful companies—those generating $10M–$100M in annual revenue—struggle to build scalable marketing engines and what to do about it. David shares insights from recent conversations with clients, offering practical advice on fixing fractured go-to-market strategies, unifying messaging, and bridging the gap between marketers and executives.

Guest Profile

David, Founder of a leading B2B growth agency, brings first-hand insights from advising high-revenue companies. With deep expertise in demand generation, brand strategy, and go-to-market frameworks, David helps bridge the marketing-business divide that plagues many scale-ups.

Key Take-Aways

• Disconnect between marketing and leadership is a key bottleneck in growth-stage companies.
• A unified market message is foundational before any content or campaign strategy.
• Holistic go-to-market strategies beat siloed channel approaches every time.
• Leads are not the ultimate metric—revenue and conversion matter more.
• Retargeting and demand generation offer fast wins for underperforming funnels.
• Viral content ≠ revenue — LinkedIn impressions don’t always convert.

Questions Asked & Answer SummariesWhat is the main challenge high-growth B2B companies face with marketing?

Many $10M–$100M companies experience a serious disconnect between their leadership teams and marketers. Leadership pushes for more leads without understanding modern marketing dynamics, while marketers fail to tie campaigns back to business outcomes. This gap results in underperformance and frequent strategy overhauls.

How should companies fix siloed and underperforming marketing?

Start by aligning on a unique point of view—not just your value prop, but how your company uniquely solves customer problems. Build a holistic marketing strategy around that message, ensuring all channels (Google Ads, LinkedIn, content) work together and reinforce each other.

Who should own the go-to-market strategy?

You need a translator—someone who understands both business goals and marketing mechanics. This can be a strategic hire or an external partner, but the key is alignment between leadership vision and day-to-day marketing activity.

What are quick wins in B2B marketing?

• Launching retargeting ads on LinkedIn or Google.
• Activating Google Ads if you already have strong SEO traffic.
• Focusing on bottom-of-funnel actions for quick conversions.

Does LinkedIn engagement correlate with leads and revenue?

Not always. Posts with massive reach and engagement often fail to convert. The key is targeting the right audience and following up through genuine conversations and DMs. High impressions don’t always equal high impact.

Chapters and Time Stamps[00:00] – Identifying the Marketing-Business Disconnect

David discusses how leadership and marketing often speak "different languages."

[01:00] – Q1 Performance Recap

Tracking towards the goal of 30 new sales with strong CAC and CPL metrics.

[02:00] – Why $10M–$100M Companies Struggle With Leads

Despite solid products, companies fail to build scalable marketing systems.

[04:00] – Leadership’s Misunderstanding of Modern Marketing

The push for leads without understanding the full funnel.

[06:00] – What a Unified Market Message Looks Like

Aligning leadership and marketing on a clear POV.

[08:00] – Building a Holistic Go-To-Market Strategy

Combining Google and LinkedIn Ads into one seamless approach.

[10:00] – Rethinking MQLs: Focus on Revenue

Why chasing MQLs isn’t enough—and can backfire.

[12:00] – Who Should Lead Marketing Strategy?

The need for a business-savvy marketing translator.

[13:00] – Timeline for Results

3–6 months to meaningful results, with quick wins in retargeting and Google Ads.

[16:00] – Why This Agency Doesn’t Run Google Ads

They dominate LinkedIn and believe in channel-specific competitive advantages.

[18:00] – LinkedIn Metrics vs. Real Revenue

Engagement isn’t everything—conversion is.

[21:00] – Content Strategy for Funnel Progression

Balance top-funnel reach with bottom-funnel authority.

[24:00] – The Power of Conversations on LinkedIn

Why DMs often convert better than posts.

About the Podcast

Building in Public is the go-to podcast for growth-focused B2B founders, marketers, and executives. With a behind-the-scenes look into what it takes to scale, the show offers real-time insights, hard-earned lessons, and actionable strategies from experts building in the open.

Episode Summary

In this episode of Building in Public, David Ellis breaks down how his B2B company is tracking against its Q1 goal of 30 new sales—and what’s driving their success. From detailed funnel metrics to the power of unique market positioning, David shares the critical insights he’s gained from doing 35+ sales calls this month. Plus, the team dives into one of the most common questions in marketing: should you focus on content or ads?

Guest Profile

David Ellis is a B2B growth strategist and founder of a rapidly scaling marketing firm. With a deep focus on high-performance marketing, sales strategy, and content-led growth, David brings a hands-on perspective on what it takes to build traction in today's competitive landscape.

Key Take-Aways

• Unique Positioning Wins: Saying what everyone else is saying means you're competing on price and budget. A distinct POV can 10x your results.
• Content vs. Ads: It’s not either-or. Like cardio and weightlifting, the best strategy combines both.
• Engagement Matters: Organic reach and thoughtful interaction on platforms like LinkedIn can outperform vanity metrics.
• Scaling Sales: Founder-led sales work, but long-term growth depends on building a scalable sales process.
• Quality Over Quantity: Low-like posts can still drive significant revenue. It's about who sees your content, not how many.

Questions Asked & Answer SummariesHow close are you to your Q1 goal of 30 sales?

David reports 19 sales so far (7 in Jan, 12 in Feb) with strong momentum heading into March. Close rate stands at 42%, with a £789 cost per acquisition.

Are you still doing all the sales calls yourself?

Yes, David is still handling all 35 sales calls himself but plans to begin delegating from Q2 onwards. He believes conversion rates may dip slightly but aims to maintain overall funnel performance.

What are the main lessons from recent customer conversations?

The biggest takeaway: the power of having a unique market message. Without differentiation, you compete only on price and budget.

What does a strong B2B POV look like in practice?

David shares his own example—marketing ≠ growth. Marketing is a subset of growth, and traditional tactics often don't lead to true business results.

Should you focus on content or ads?

Both. Content builds brand; ads scale it. Start with strong content, use retargeting if budget is tight, and scale with cold ads later.

What are some quick wins for better LinkedIn engagement?

Post regularly (3–7x/week), warm up your audience before posting, and engage meaningfully in comment threads—especially on viral posts.

Why don’t viral posts always convert?

Viral reach doesn’t guarantee qualified leads. One client had low engagement but closed three high-value deals through thoughtful content and strategic DMs.

Chapters and Time Stamps[00:00] – Why B2B Messaging Must Stand Out to Compete[01:00] – Q1 Goal Progress: Sales Metrics and Funnel Breakdown[04:00] – Founder-Led Sales and the Path to Delegation[06:00] – The Time Trade-Offs of a Founder[07:00] – Key Lessons from 35+ Sales Calls[09:30] – What a Unique POV Looks Like in B2B[13:00] – Content vs. Ads: A Holistic Strategy[16:00] – Engagement & Retargeting: Maximising Organic Reach[18:00] – LinkedIn Hacks That Actually Work[21:00] – Viral Content vs. Revenue-Driving Content[23:00] – Final Thoughts & How to Connect
About the Podcast

Building in Public follows the journey of B2B founder David Ellis as he scales his business in real-time. From candid conversations about growth strategies to hard metrics and tactical advice, this podcast is a goldmine for founders, marketers, and B2B operators looking to learn from a company doing the work—and sharing it openly.

Episode Summary

In this episode, David Ellis and Stacey Cruickshanks reveal the exact marketing strategy they're using to achieve 30 high-ticket sales in Q1 2025—double their usual rate. They break down LinkedIn demand generation, content strategy, and paid advertising while answering audience questions about scaling B2B sales. 

Whether you're a founder, marketer, or consultant, this episode provides real-world, data-backed insights to help you grow your business.

Guest Profile

David Ellis is a B2B marketing expert specialising in demand generation and high-ticket sales strategies. With extensive experience in LinkedIn advertising, content marketing, and scalable growth systems, David helps businesses drive inbound leads and increase revenue.

Key TakeawaysThe Q1 Goal: 30 High-Ticket Sales

• Target: 30 sales in Q1 2025 (double the usual rate)
• Strategy: Increase marketing spend while maintaining conversion efficiency
• Success Metrics: Cost per demo, customer acquisition cost, and closed deals

Why Share This Strategy Publicly?

• Builds trust and credibility by being transparent
• Helps refine the strategy with real-time feedback
• Positions B2B as an industry thought leader

The LinkedIn Growth Strategy

• 80% of leads come from LinkedIn (organic & paid)
• Focus on demand generation instead of direct selling
• Promote valuable, authority-building content
• Use paid ads to amplify high-performing organic content

The Science Behind Content Creation

• Content should be consistent but not repetitive
• Stick to 4-10 core messaging pillars
• The goal is brand recall—when buyers are ready, they think of you

How to Convert Content Consumers into Sales

• 80% of content should be educational
• 20% should drive action (case studies, testimonials, direct CTAs)
• The less you ask, the more you earn—focus on trust-building

Cold, Warm & Hot Audience Strategy

• Cold audience (40%) → Awareness content
• Warm audience (40%) → Trust-building content
• Hot audience (20%) → Conversion content (case studies, CTAs)

Paid Ads vs. Organic Content

• Organic builds long-term authority but is algorithm-dependent
• Paid ads guarantee visibility and scale successful content
• Best approach? Use both together for maximum impact

Scaling Beyond Organic Content

• Paid ads amplify results and target ideal customers
• Focus on platform-specific content for each channel
• YouTube, Meta, and TikTok require unique content strategies

How Much Traffic Do You Actually Need?

• 250K+ impressions per month are needed for significant impact
• More exposure → More leads → More sales

Advice for Founders New to LinkedIn

• Identify pain points & desired outcomes of your target audience
• Share unique insights to differentiate yourself
• Engage with your audience and start conversations

LinkedIn vs. Google Ads: Which Should You Choose?

• Google Ads: Great for problem-aware buyers who are ready to purchase
• LinkedIn: Best for building brand trust and long-term demand
• Best approach? Use both together—Google for conversions, LinkedIn for demand

Expanding to Other Platforms

• LinkedIn strategy does not translate 1:1 to other platforms
• YouTube requires video-optimized content
• Meta & TikTok can be used for retargeting

How to Reach Out to David

• Connect with David Ellis on LinkedIn for insights & Q&A
• Follow for weekly content on B2B growth strategies

Chapters & Timestamps0:00 – The Power of Giving Value Without Asking1:09 – The Big Goal for Q1: 30 High-Ticket Sales2:10 – Why Share This Strategy Publicly?4:04 – My LinkedIn Strategy (Building Demand)8:15 – The Science Behind Content Creation13:06 – How to Convert Content Consumers into Consultations16:55 – How to Structure Cold, Warm, and Hot Audience Content20:45 – Paid Ads vs. Organic: What Actually Works?26:01 – How to Scale Beyond Organic Content28:07 – The Traffic Volume Needed for Success29:12 – Advice for Founders New to LinkedIn Marketing32:46 – Choosing Between LinkedIn and Google Ads36:49 – Expanding the Strategy to Other Platforms (YouTube, Meta, TikTok)41:09 – How to Reach Out to David
About the Podcast

The B2B Growth Podcast is dedicated to scaling B2B businesses through demand generation, content marketing, and paid advertising. Hosted by David Ellis & Stacey, we break down proven strategies to help founders and marketers drive inbound sales.

Follow us for weekly episodes on LinkedIn growth, paid ads, and sales strategies.

Subscribe & leave a review!

Episode Summary

In this episode of Building in Public, David Ellis and Stacey Cruickshanks discuss the latest updates on their ambitious Q1 goal: securing 30 new sales. 

Joining from the French Alps while on a two-week snowboarding trip, David shares how he balances work and time off, the marketing experiments driving growth, and why his sales process is delivering a 6X return on ad spend.

Guest Profile: David Ellis

David Ellis is a B2B growth strategist and founder with a strong track record of scaling businesses through demand generation and high-converting marketing funnels. 

His expertise lies in helping companies build predictable revenue streams through strategic marketing investments.

Key TakeawaysHow David Balances Work and Snowboarding

• Works remotely while maintaining productivity
• Stresses the importance of setting clear boundaries for work and personal time

Scaling Sales: The Q1 Challenge

• Goal: 30 new sales in Q1 2025, doubling the usual target
• Marketing spend has increased proportionally to drive results
• Early success: £9,000 spend generated £63,000 in revenue (~6X return)

The Importance of Infrastructure Before Scaling

• Scaling too soon without the right infrastructure can damage client relationships
• Took 18-24 months to refine service delivery before ramping up sales
• Recent hires and process improvements now allow for expansion

Sales Metrics and Conversion Insights

• 31 sales calls booked in January
• 7 new sales closed, with additional prospects still in the pipeline
• High show-up rate (90-95%) due to effective lead qualification
• 40-50% close rate, which suggests pricing may even be too low

Marketing Experiment: Skipping the Website

• Switched LinkedIn profile CTA from Visit Website to Book a Call
• Early results show a lower cost per demo and increased call bookings
• Could signal a shift in B2B marketing where direct call booking outperforms traditional website lead nurturing

The Role of Data in Decision-Making

• Primary KPI is cost per demo to track efficiency of marketing spend
• Sales calls are structured as consultations rather than hard sells
• Data-driven approach ensures continued optimization of marketing efforts

Chapters and Time Stamps[00:00] – Introduction and Episode Overview[00:43] – David’s Remote Work Setup and Snowboarding Routine[01:52] – How David Manages Work and Snowboarding[02:33] – The 30 Sales Q1 Goal and Why Now[04:31] – Building the Right Infrastructure Before Scaling[06:34] – January Sales Performance Recap[08:19] – Understanding Sales Call Quality and Lead Conversion[11:04] – Why David’s Show-Up and Close Rates Are So High[13:16] – The Future of Sales Calls: Will David Step Back?[16:23] – Biggest Lessons Learned from Scaling[18:53] – The LinkedIn CTA Experiment: Skipping the Website[20:05] – The Role of Data in Marketing Decision-Making[21:46] – Should Pricing Increase Given the High Close Rate?About Building in Public

Building in Public is a podcast that takes you behind the scenes of scaling a B2B business, sharing real-time insights, experiments, and lessons from the trenches. If you're a founder or marketer looking to grow sustainably, this show is for you.

Episode Summary

In this seventh episode of Building in Public, David Ellis shares his real-time experience of scaling a B2B business while openly discussing challenges, successes, and lessons learned. 

Stacey Cruickshanks, Head of Content at beetu.be, joins the conversation, pushing David to dive deeper into sales metrics, marketing spend, and the impact of demand generation.

They revisit the ambitious Q1 goal of signing 30 new high-ticket clients and assess progress so far. David explains how their marketing system is performing, what metrics they track, and why he's still personally handling sales calls as the CEO. 

He also discusses their data-driven approach to increasing ad spend, the challenges of predicting revenue growth, and why their creative strategy avoids direct sales pitches.

As part of their commitment to transparency, they announce an upcoming Live Building in Public episode, where listeners can join, ask questions, and engage directly.

Guest Profile

David Ellis – Founder and CEO, building a B2B business in public. Sharing transparent insights on marketing, sales, and scaling strategies.

Key Takeaways

At the start of the year, David and his team set a goal to sign 30 new high-ticket clients in Q1, essentially doubling their usual 15 per quarter. They committed to sharing this process publicly, tracking progress, and discussing real results.

So far, their marketing system is performing well. They set a target to spend £10,000 per month on marketing but are ramping up gradually. In January, they planned to spend £7,000, generate 26 demo calls, and keep the cost per demo at around £275. By the time of recording, they had 25 demo calls booked and a cost per demo of £277—right on track.

The only lagging metric is new sales, though David explains this is expected due to the delay between marketing spend and closed deals. They have already signed five new sales this month, totaling £62,000 in deal value. He remains optimistic that the groundwork laid in January will pay off in the coming months.

One unexpected factor has been repeat customers. Several clients returned to purchase additional services, prompting a discussion about whether the goal should be "30 new clients" or "30 new sales." While new customers were the original focus, revenue growth remains the ultimate measure of success.

Sales Metrics and Decision-Making

David admits he doesn’t have an exact number for his average sales cycle length but knows it varies widely. Some prospects sign up immediately after a demo call, while others take months to return. The benefit of a demand generation approach is that many buyers complete their decision-making process before ever reaching out.

In terms of quality, their sales calls have been highly targeted, with a strong show-up rate of over 90%. Unlike traditional lead generation funnels, where up to 30% of booked calls don’t happen, their approach ensures they speak with engaged and qualified prospects.

Despite being the CEO, David still handles all sales calls himself, dedicating about 7 hours per week—nearly 25% of his time—to these conversations. He sees this as an essential part of staying close to customers, understanding their needs, and refining their approach. Eventually, he will transition sales calls to a team member, but for now, it remains a priority.

To scale effectively, they follow a structured decision-making framework for marketing spend. If cost per demo is below target, they increase the budget significantly. If it's on target, they make smaller adjustments. If it rises above target, they assess creative performance and conversion rates before making changes.

Earlier in January, they made a bold move by increasing ad spend by 110% after an initial surge in low-cost demos. However, results slowed in the following week, demonstrating the need for a more gradual, strategic approach.

The Creative Strategy That Works

One of the biggest lessons David has learned is that the less he directly asks for business, the more sales they generate. Instead of aggressive lead generation tactics, their content is purely educational and insight-driven. This attracts the right audience without the need for hard selling.

While this approach may not work for every business, it has proven highly effective for them. When marketing efforts resonate, inbound leads come naturally. The focus remains on delivering value, building credibility, and letting potential customers make their own buying decisions.

Live Podcast Announcement

For the first time, Building in Public will be recorded live with an interactive audience. On 19 February 2025, listeners will have the chance to join the conversation, ask David questions, and gain deeper insights into the process.

Seats are limited, and priority will be given to those subscribed to the Building in Public updates on their website. If spots remain open, they will be announced publicly on LinkedIn. However, given the small and highly engaged community, these seats are expected to fill quickly.

Chapters and Time Stamps

[00:46] – Introduction & Episode Overview

[01:10] – Reviewing Q1 Goals & Scaling Up

[03:58] – Marketing Metrics & Performance Analysis

[06:35] – Debate: Counting Repeat Clients as New Sales?

[07:48] – Sales Cycle Length & Buying Journey Insights

[09:38] – Quality of Sales Calls & Show-Up Rates

[12:31] – Why David Still Handles Sales Calls as CEO

[15:14] – Close Rate & What’s Not Working

[18:54] – Data-Driven Marketing Spend Strategy

[23:40] – Creative Strategy: Why Less Asking = More Sales

[25:31] – Live Episode Announcement & How to Join

About the Podcast

Building in Public is a behind-the-scenes look at growing a B2B business with complete transparency. Hosted by David Ellis, each episode shares real-time insights, challenges, and strategies for scaling.

Want to join the next live episode? Sign up for updates at https://beetu.be/build-in-public-updates. 

Subscribe, follow, and stay tuned for more in-depth growth insights.

Episode Summary

In this episode of Building in Public with David Ellis (Founder of beetu.be), we break down their ambitious goal of signing 30+ high-ticket clients in Q1 2025. 

They share the strategy behind their plan, including increasing ad spend, leveraging LinkedIn as their primary marketing channel, and using a demand generation approach over traditional lead generation.

We also discuss how beetu.be has evolved as a business, the importance of finding product-market fit, and the role of Unique Useful Insights (UUI) in cold advertising. Plus, they dive into tracking ad performance, preventing ad fatigue, and keeping themselves accountable by sharing progress updates along the way.

Meet the HostsDavid Ellis – Founder of beetu.be

David is a B2B growth strategist and the driving force behind beetu.be, a consultancy that helps businesses scale using demand generation and high-ticket client acquisition strategies.

Stacey Cruickshanks – Creative Director at beetu.be

Stacey oversees creative strategy at beetu.be, helping businesses craft impactful marketing content that educates and engages their audience.

Key TakeawaysWhat is the plan for signing 30+ high-ticket clients in Q1 2025?

David and Stacey outline their strategy, including doubling their ad spend, refining their messaging, and optimising LinkedIn campaigns.

How has beetu.be evolved as a business?

Starting as an SEO agency, beetu.be transitioned into a B2B growth consultancy, refining its services and systems before scaling.

What early campaign metrics indicate a strong start?

Within the first two weeks of January, ad performance exceeded expectations, with a lower cost per demo than initially projected.

What’s the difference between product-market fit and market resonance?

Market resonance is about aligning messaging with the right audience, while product-market fit ensures the business can deliver results consistently at scale.

Why is LinkedIn the primary marketing channel?

With 80% of leads coming from LinkedIn, beetu.be has found it to be the most effective platform for high-ticket B2B client acquisition.

How do cold ads and Unique Useful Insights (UUI) drive engagement?

Instead of direct selling, beetu.be’s cold ads focus on educational content that builds trust, positioning them as thought leaders in the space.

How does beetu.be track ad performance daily and weekly?

Key performance indicators (KPIs) such as cost per demo and close rates are monitored to ensure marketing spend remains efficient and scalable.

Demand generation vs. lead generation: What’s the difference?

Lead generation targets in-market buyers now, while demand generation nurtures relationships by educating potential clients for long-term conversion.

Why should businesses focus on value-based, educational content?

Rather than hard-selling, beetu.be focuses on delivering insights that build trust, making potential clients more likely to convert when they’re ready.

How does accountability play a role in achieving this goal?

By sharing regular updates internally and publicly, David and Stacey ensure transparency and continuous learning throughout the process.

What insights are shared in the beetu.be newsletter?

Subscribers get exclusive behind-the-scenes updates on campaign performance, growth strategies, and learnings before they’re posted publicly.

Chapters and Time Stamps[00:00] – How We Plan to Sign 30+ High-Ticket Clients in Q1 2025[01:01] – Business Evolution and Finding Product-Market Fit[03:55] – Positive Early Campaign Metrics in January[06:00] – Finding Product-Market Fit vs. Market Resonance[10:06] – LinkedIn as the Primary Marketing Channel[14:11] – Cold Ads: Unique Useful Insights (UUI) and Non-Commercial Content[18:26] – Tracking Ad Performance Daily and Weekly[21:28] – Demand Generation vs. Lead Generation Strategies Explained[24:23] – Teaching Clients to Create Value-Based, Educational Content[28:21] – Keeping Accountable: Sharing Progress Updates[29:11] – Newsletter Updates for Results and InsightsAbout the Podcast

Building in Public with David Ellis, is a podcast that takes you behind the scenes of B2B growth strategies, marketing experiments, and client acquisition tactics. 

Hosted by David Ellis from beetu.be, each episode delivers real-world insights on demand generation, scaling businesses, and high-ticket client acquisition. Subscribe to stay updated on their journey and learn proven strategies for your own business!

Episode Summary

In this episode of the Build in Public Podcast, I sit down with Graham Davies, founder and CEO of Addition Finance. From dreaming of a career in professional rugby to reshaping the landscape of finance for startups and SMEs. The discussion covers lessons learned from both sports and business, the challenges of scaling a company, and the importance of technology in modern accounting.

Graham’s candid reflections provide invaluable insights for entrepreneurs navigating the complexities of leadership, growth, and innovation in today’s B2B market. 

If you’re looking for actionable advice and real-world examples of business resilience, this episode is a must-listen.

Guest Profile

Name: Graham Davies

Title: Founder & CEO of Addition Finance

Background: Graham’s professional journey began with a pivot from his dream of professional rugby to the world of finance. His passion for automation and innovation shaped his career as he transitioned from traditional accounting roles to becoming a portfolio CFO. 

Now, as the CEO of Addition Finance, Graham leverages his experience to deliver tech-enabled financial solutions that empower startups and SMEs.

Key TakeawaysHow did Graham’s early passion for sports influence his business mindset?

Graham’s experiences on the rugby field and later in rowing taught him invaluable lessons about perseverance, teamwork, and discipline.

• Resilience: Whether facing setbacks in sports or challenges in business, Graham emphasised the importance of “just showing up.” He likens tough weeks in business to rigorous rowing training, saying, “Just do the training,” even when motivation wanes.
• Teamwork: Rugby and rowing instilled a deep appreciation for collective effort. In both sports, success relies on every individual executing their role perfectly—a principle that translates seamlessly to building and leading business teams.
• Adaptability: These lessons not only prepared Graham for a successful finance career but also for the unpredictable nature of entrepreneurship. His ability to pivot and overcome obstacles reflects the mindset he cultivated through years of competitive sports.

What are common mistakes startups make with their finances?

Drawing from his years as a CFO and portfolio CFO for startups, Graham identified recurring issues that can derail early-stage businesses:

1. Lack of Financial Reporting: Startups often overlook the importance of accurate and timely data, making it difficult to gauge performance or make informed decisions.
2. Growth at All Costs: Venture-backed startups sometimes prioritise rapid expansion without considering whether their spending is generating meaningful returns. Graham cautioned against the "spend it because we’ve raised it" mentality, sharing examples of businesses that deployed capital inefficiently and struggled to raise subsequent funding.
3. Neglecting Efficiency: Graham champions the importance of tracking the ROI of every expense. He urges startups to experiment with small budgets and validate their models before scaling up.

What lessons did Graham learn transitioning from CFO to CEO?

The shift from managing finances to managing people brought new challenges and opportunities:

• Building a Team: As a CFO, Graham focused on numbers and processes. As a CEO, his priority became hiring the right people, aligning them with the company vision, and empowering them to succeed.
• Over-communication: Early in his CEO journey, Graham assumed that once something was communicated, it would naturally stick. He learned that leaders must reinforce key messages repeatedly to ensure alignment.
• Empathy and Patience: Coming from a systems-driven background, Graham had to develop greater empathy and adaptability when working with people, recognising that business success hinges on team cohesion and morale.

What challenges do businesses face when scaling?

Scaling requires founders to shift their focus from doing to delegating, a process that is both rewarding and difficult:

• Letting Go: Founders often struggle to trust others with tasks they used to handle themselves. Graham shared how hiring the wrong people early on reinforced his instincts to micromanage, a habit he had to overcome to focus on strategic leadership.
• Professionalising the Business: Graham emphasised the need to formalise processes and structures, such as creating employee growth plans and bringing in specialised leaders to handle key areas like technology, operations, and customer success.
• Balancing Speed with Strategy: He warned against rushing growth without a clear plan, noting that sustainable progress comes from aligning people, processes, and vision.

What’s next for Addition Finance?

Addition Finance is on the cusp of a major technological breakthrough, with plans to launch fully autonomous bookkeeping features in early 2025. Graham shared his vision for the company’s future:

• Empowering SMEs: By combining automation with high-quality service, Addition aims to level the playing field for startups and small businesses, providing them with tools once reserved for large corporations.
• Global Impact: Starting with the UK market, Addition aspires to expand globally, making advanced financial management accessible to businesses of all sizes.

Chapters and Time Stamps[00:00] – Welcome and Introduction

David welcomes Graham and sets the stage for an insightful discussion.

[00:30] – Graham’s Journey to Entrepreneurship

From an aspiring rugby player to an innovator in finance, Graham shares his career evolution.

[07:25] – Lessons from Sports

Graham discusses how rugby and rowing shaped his approach to teamwork and resilience.

[10:40] – Common Financial Mistakes in Startups

Insights into the pitfalls startups face and the importance of efficient financial planning.

[20:55] – Transitioning from CFO to CEO

Graham reflects on the challenges and learnings from stepping into a leadership role.

[35:48] – The Role of Marketing and Brand

A deep dive into brand-building strategies for SMEs and the importance of data-driven decisions.

[44:52] – What’s Next for Addition Finance?

Graham outlines plans for groundbreaking financial technology to disrupt traditional accounting.

About the Podcast

The Build in Public Podcast is a platform for entrepreneurs and innovators to share their journeys, offering insights into the challenges and triumphs of building businesses. 

Hosted by David Ellis, the show emphasises authenticity, actionable advice, and real-world strategies for B2B Growth!