FounderVideo Podcast

In this episode,Will Yuste interviewsJohn Karsant, founder and CEO ofLevelUp Leads, about all things outbound sales. They discuss the challenges of outbound sales for SMBs, the importance of defining the ideal customer profile (ICP), and the common mistakes companies make in their outbound efforts. They also touch on the tech stack and data tools used in outbound sales, as well as the importance of effective copywriting and strategy in cold outreach. In this conversation, John Karsant discusses the effectiveness of different outbound channels, with a focus on cold calling and email. He emphasizes the importance of instant feedback and the ability to make adjustments quickly when using cold calling. He also mentions the value of conferences and events in generating leads. John shares his strategies for approaching different industries and highlights the significance of having case studies and a proven track record of success. He discusses the importance of hiring skilled SDRs and providing them with better training and compensation. Finally, he mentions the need for continuous improvement and adaptation in the outbound industry.

TAKEAWAYS:- Outbound sales can be complex and challenging for SMBs, and many companies make common mistakes in their efforts.- Defining the ideal customer profile (ICP) is crucial for successful outbound sales, and companies should focus on targeting the right job titles and pain points.- The tech stack for outbound sales varies, but it's important to avoid overlapping tools and to choose ones that solve specific problems.- Effective copywriting in cold outreach involves keeping emails short, relevant, and focused on the customer's pain points.- The number of steps in a sequence depends on the campaign and the volume of outreach, but four steps is a common sweet spot.- Strategy in outbound sales includes defining the ICP, building a proper list, and focusing on job titles and pain points. Cold calling provides instant feedback and allows for quick adjustments.- Conferences and events can be effective in generating leads.- Having case studies and a proven track record of success improves outbound results.- Hiring skilled SDRs and providing them with better training and compensation is crucial.- Continuous improvement and adaptation are necessary in the outbound industry.

TIMESTAMPS:00:00 Introduction and Background00:43 Common Mistakes in Outbound for SMBs03:38 How to Nail Down Your ICP (Ideal Customer Profile)05:16 List Building Process and Data Quality06:50 Do you Need to Outsource Outbound to Make it Work?11:55 Outbound Tech Stack and Tools18:13 Do's and Don'ts in Cold Email Copywriting25:13 Email is Down, Cold Calling is Up27:46 New Outbound Strategies: What's Working39:32 Client Success Story: TDK42:10 Offers that Win with Outbound46:22 Future of Outbound Marketing49:37 Conclusion and Final Thoughts

FounderVideo Podcast Ep. 20:John Karsant, Founder & CEO of LevelUp Leads (https://levelupleads.io/)"FV 20: How to Make B2B Outbound Work in 2024 | John Karsant @ LevelUpLeads.io"Brought to you by: https://foundervideo.comIncrease the profitability of your LinkedIn Ads - book a free strategy call today.

Elio Narciso, founder and CEO of Scalestack, discusses his background and how his experience at Amazon led him to start Scalestack. He talks about the inefficiencies in sales processes that he observed while working with startups and how that inspired him to create Scalestack. The conversation also touches on topics such as the AWS Global Startup Program, the comparison between Scalestack and other tools like Clay, and the future of Scalestack.Scalestack is a platform that helps companies automate and streamline their go-to-market processes by orchestrating data automatically. It addresses the common challenges faced by sales reps, such as spending too much time on data wrangling and low-quality data in CRMs. Scalestack universal API and workflow builder allow users to connect and integrate various data sources, create custom data points, and automate data enrichment. It differentiates itself from competitors like Clay by focusing on enterprise-level organizations and providing a comprehensive solution that handles the complexity of data orchestration. Scalestack aims to enable sales and marketing teams to spend more time on selling and engaging with customers. Scalestack is an AI-powered platform that helps companies automate and optimize their go-to-market strategies. It enriches and normalizes data from various sources, scores the data based on customizable models, and generates target account lists for each territory and sales rep. The platform aims to be a set-and-forget solution for enterprise companies, allowing RevOps teams to focus on using the data to improve sales and marketing efforts. Scalestack's go-to-market strategy includes elevating the conversation around go-to-market problems, attending events, direct sales, and building an ecosystem of partners and advocates.

TAKEAWAYS:

- Elio Narciso's experience at Amazon and working with startups inspired him to start Scalestack.

- Scalestack aims to solve the inefficiencies in sales processes by providing a tool that streamlines data gathering and outreach.

- The AWS Global Startup Program was created to support mid to late stage startups and provide resources for their go-to-market strategies.

- Scalestack differentiates itself from other tools like Clay by focusing on the specific needs of sales reps and providing a more efficient solution.

- The future of Scalestack involves expanding its customer base and continuing to improve the tool based on user feedback.

- Scalestack helps companies automate and streamline their go-to-market processes by orchestrating data automatically.

- Scalestack's universal API and workflow builder allow users to connect and integrate various data sources and create custom data points.

- Scalestack aims to be a set-and-forget solution, allowing RevOps teams to focus on using the data.

- The go-to-market strategy includes elevating the conversation, attending events, direct sales, and building an ecosystem.

TIMESTAMPS:

00:00 Intro and Elio's Background at AWS05:27 Startups' Sales Teams Data Problems

FounderVideo Podcast Ep. 19: Elio Narciso, founder & CEO of ⁠ @scalestack ⁠

(https://scalestack.ai/)

Brought to you by: https://foundervideo.com

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In this episode,Will Yuste is joined byChristian Lombardini, founder & host ofThe Oilfield Leader Podcast, andBailey Midkiff, Oil City Chapter President ofOil & Gas Workers Association. They discuss the importance of safety in the oil and gas industry and then dive into the topic of using LinkedIn for marketing and advertising. Will explains how his company, FounderVideo, specializes in using video content on LinkedIn ads and thought leader ads. He talks about the shift from website content to social content and the need for companies to be customer-centric rather than company-centric. He also encourages authenticity and documenting one's unique journey on social media. The conversation concludes with a discussion on gaining traction on LinkedIn and providing valuable content to the target audience.

Will Yuste also mentions the importance of immersing oneself in the world of the target audience on social media platforms like LinkedIn. He emphasizes the need to follow the people that the target audience follows, engage with their content, and understand their language and references. He then talks about the difference between organic growth and paid advertising on LinkedIn, highlighting that organic growth requires time and effort, while paid advertising is a quicker way to reach the right audience. He also touches on the concept of guided interviews as a content creation strategy and the use of LinkedIn ads for guaranteed distribution. Will also address questions about the time commitment required for LinkedIn, the ROI of LinkedIn advertising, and building a personal brand on the platform.

TAKEAWAYS:

- Safety is a crucial topic in the oil and gas industry and should be prioritized in discussions and initiatives.

- LinkedIn is a powerful platform for marketing and advertising, especially for B2B industries like oil and gas.

- The shift from website content to social content requires companies to be customer-centric and provide valuable, authentic content.

- Documenting one's unique journey and being genuine on social media can attract and engage an audience.

- Gaining traction on LinkedIn involves engaging with the right people and speaking the language of the target audience. Immerse yourself in the world of your target audience on social media platforms like LinkedIn to connect with them effectively.

- Organic growth on LinkedIn requires time and effort, while paid advertising offers a quicker way to reach the right audience.

- Guided Interviews can be an effective content creation strategy, allowing executives to produce multiple video content pieces in a single session.

- LinkedIn ads can provide data for tracking conversions and purchases, but it's important to have the proper systems in place for tracking and attribution.

- Building a personal brand on LinkedIn involves creating quality content, engaging with others, and being consistent with posting and engagement.

TIMESTAMPS:

00:00 Introduction00:14 The Importance of Safety in the Oil and Gas Industry02:11 Introduction to Will Yuste and FounderVideo05:46 The Shift from Website to Social Content07:02 Understanding Dark Social and Customer-Centric Marketing09:15 The Power of LinkedIn Ads and Thought Leader Ads21:34 The Importance of Authenticity in Social Media32:58 Time vs. Money: Organic vs. Paid Strategies34:06 The Power of Guided Interviews35:36 Mastering LinkedIn Ads37:02 Audience Engagement and Content Strategy45:24 Building a Personal Brand on LinkedIn45:59 Tracking ROI and Attribution59:11 LinkedIn vs. X: Which Platform is Better?01:01:37 Conclusion and Future Plans

FounderVideo Podcast Ep. 18:Christian Lombardini, founder & host of@TheOilFieldLeader;Bailey Midkiff, Chapter President of Oil & Gas Workers Association."LinkedIn Ads and Social Content Strategies for Oil and Gas Professionals"Brought to you by: https://foundervideo.comIncrease the profitability of your LinkedIn Ads - book a free strategy call today.

Guillaume Jacquet, the founder ofVasco, discusses how Vasco is an end-to-end revenue operation platform for ambitious SaaS businesses. He explains that Vasco empowers revenue operations teams to implement winning go-to-market frameworks by extracting and correcting data from multiple sources and providing tools for analysis. Guillaume highlights the importance of efficient growth in the SaaS industry and how Vasco helps shape a different picture moving forward. He shares his background in finance, venture capital, and entrepreneurship, which led him to build Vasco. The platform offers a comprehensive view of the customer journey, revenue forecasting, capacity planning, and data organization. Vasco is a platform that helps companies build a single source of truth for their go-to-market operations. It provides insights and analytics to optimize revenue operations and improve efficiency. The platform ingests data from CRMs and helps companies build a data model that aligns with their go-to-market strategy. Vasco is designed for B2B businesses with an ARR between $1 million and $100 million, with a sweet spot between $5 million and $50 million. The platform is particularly useful for companies looking to achieve sustainable growth and improve their go-to-market fit.

TAKAWAYS:

- Vasco is an end-to-end revenue operation platform for ambitious SaaS businesses, empowering revenue operations teams to implement winning go-to-market frameworks.

- Efficient growth in the SaaS industry is crucial, and Vasco helps shape a different picture by providing tools for revenue forecasting, capacity planning, and data organization.

- Guillaume Jacquet's background in finance, venture capital, and entrepreneurship led him to build Vasco and help startups and scale-ups implement revenue architecture best practices.

- Vasco offers a comprehensive view of the customer journey, allowing users to visualize and analyze the performance of different channels and functions in their go-to-market strategy. Vasco helps companies build a single source of truth for their go-to-market operations.

- The platform ingests data from CRMs and helps companies build a data model aligned with their go-to-market strategy.

- Vasco is designed for B2B businesses with an ARR between $1 million and $100 million.

- The platform is particularly useful for companies looking to achieve sustainable growth and improve their go-to-market fit.

TIMESTAMPS:

0:00 Introduction to Guillaume Jacquet and Vasco5:27 Guillaume’s Background and Journey14:06 How to Identify and Get PMF and Go-to-Market Fit24:24 Vasco’s Feature Set: Live Product Demo29:35 Vasco’s Benchmarking Sources31:30 Building GTM Analytics & Forecasting Top-Down38:10 How Vasco gets CROs & RevOps Closer to CFOs40:23 Vasco is to RevOps what HubSpot is to Inbound41:54 Building a Single Source of Truth for GTM Data45:14 Vasco’s Target Market/ICP & Pricing50:26 Funding, PMF, Runway and Future Vision52:59 Guillaume’s Experience on RevOps & Finance Disconnect56:37 The Future of GTM and SaaS Landscapes1:08:52 VC-backed vs Bootstrapped as a Founder1:17:21 Outro and Guillaume’s Advice for Founders

FounderVideo Podcast Ep. 17: Guillaume Jacquet, Co-Founder at Vasco

"Materializing the BowTie from @WinningByDesign with Vasco"

Brought to you by: https://foundervideo.com

Increase the profitability of your LinkedIn Ads - book a free strategy call today.

James McKay, founder of aRevOps consultancy, shared his journey and insights into the world of Revenue Operations. He emphasized the importance of understanding the customer lifecycle and aligning RevOps with finance, while highlighting the challenges of maintaining CRM hygiene and building effective tech stacks. McKay stressed that RevOps professionals need to balance structured thinking with empathy and business acumen.

Reflecting on recent market conditions, he discussed how easy selling in 2020-2021 led to poor budgeting practices and premature promotions. McKay advocated for tailored sales processes over one-size-fits-all approaches and underscored the value of content and thought leadership in sales.

TAKEAWAYS:- RevOps professionals should have a deep understanding of the customer lifecycle and the alignment between RevOps and finance.- Maintaining CRM hygiene is crucial for the success of RevOps, and it requires a balance between governance and flexibility.- When building a tech stack, it is important to design the sales process first and then identify the tools that support it, rather than adding tools without a clear purpose.- RevOps professionals need to think in structured and process-oriented ways, while also having empathy for users and business acumen.- The structure of sales teams is evolving, and there is a need to move away from overly rigid structures towards a more efficient and comprehensive approach. - Building a sales process that works for each company is crucial, rather than following a one-size-fits-all approach.- Content and thought leadership play a significant role in sales, and educating customers before the sales cycle can lead to qualified leads.- Product-market fit is essential, and companies need to ensure that customers want and continue to use their product.- Recurring revenue is highly valued in SaaS businesses, and usage-based models are becoming more popular.- Revenue forecasts are often wrong due to optimism and unrealistic assumptions, and building a more conservative and accurate operating model is crucial.- VEN focuses on providing expertise in revenue operations and aims to become a go-to solution for FinTech and B2B SaaS companies.- The objections faced by VEN include the preference for full-time hires and reluctance to invest in rev ops, which can be overcome by offering interim solutions and demonstrating the value of investing in infrastructure.- James is planning to make a significant announcement about an initiative related to PMF

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 In


19:32 How to Get CRM Adoption & Hygiene 


24:55 How to Build an Effective Tech Stack in RevOps


31:08 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 Right


1:01:48 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

FounderVideo Podcast Ep. 16: James McKay, CEO at VEN"Revenue Operations in the Efficient Growth Era of SaaS | James McKay @ VEN"Brought to you by: https://foundervideo.comIncrease the profitability of your LinkedIn Ads - book a free strategy call today.

In this episode, Will interviewsJames Hanzimanolis,founder of Outbounder and Erudite, about the decline of outbound sales and the rise of founder-led content and inbound marketing. James shares his experience of shutting down his outbound agency and explains the complexities of modern outbound sales. He emphasizes the importance of finding the right people, creating personalized messages, and conducting thorough research. James also discusses the effectiveness of organic social media, podcasts, ads, webinars, and partner marketing in generating pipeline. He provides insights into the algorithm changes on LinkedIn and offers tips for maximizing reach and engagement on the platform. The conversation discusses the differences between LinkedIn and another platform (referred to as X) in terms of thought leaders, target audience, posting frequency, and engagement. It also explores the benefits of using ZoomInfo for outbound sales and the importance of organic social media efforts. The conversation emphasizes the need for consistency, authenticity, and patience when building a presence on social media.

TAKEAWAYS:

- The decline of outbound sales has led to the rise of founder-led content and inbound marketing.- Modern outbound sales require extensive research, personalized messages, and a strategic approach.

- Organic social media, podcasts, ads, webinars, and partner marketing are effective ways to generate pipeline.

- The first 15-20 minutes of a LinkedIn post are crucial for its performance.- Using a strong hook and posting at least 18 hours apart can improve reach and engagement.

- LinkedIn is becoming more pay-to-play, with features like promoted posts and premium subscriptions.

- Quality and relevance of content are key to success on social media platforms.

- X is a great platform for building an audience, but LinkedIn offers higher-quality information and engagement. LinkedIn is a platform with top thought leaders and professionals, making it ideal for targeting enterprise and upper mid-market audiences.

- The X platform is more popular among startups, agencies, and younger professionals, making it suitable for targeting smaller businesses.

- X allows for more frequent and diverse posting, while LinkedIn has stricter posting limits and expectations.

- ZoomInfo offers valuable data and intent signals for outbound sales, helping to identify potential leads and improve connect rates.

- Organic social media efforts require time, consistency, and authenticity to build a strong presence and generate meaningful engagement.

TIMESTAMPS:

00:00 Introduction and Background

03:58 The State of Outbound in 202408:33 How James got into Inbound (ft. Seth Godin)

15:00 Founder-Led Content and Inbound Marketing

21:36 Organic vs Paid Social and Pay-to-play in Social Media

26:00 How to Master LinkedIn Organic Growth and Inbound Sales

33:00 LinkedIn vs. X: Differences in Thought Leaders and Target Audience

44:17 How James uses ZoomInfo for ABM & Outbound Sales

54:33 The Importance of Organic Social Media Efforts

59:56 Consistency, Authenticity, and Patience in Building a Social Media Presence

FounderVideo Podcast Ep. 15: James Hanzimanolis, Founder of Outbounder, Co-founder at Erudite

"The Decline of Outbound, Founder-led Content & Social Growth"

Brought to you by: https://foundervideo.com

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Adam Robinson, founder and CEO ofRetention.com, shares his experience with building a B2B company and the power of organic social media. He emphasizes the importance of having a remarkable product that generates word-of-mouth growth. Adam also discusses the challenges of running a lean team and the pressure to hire more employees. He highlights the effectiveness of creating great social content and leveraging interest-based algorithms to amplify reach. Adam believes that the decline in response rates in outbound marketing is due to market saturation and the shift towards inbound strategies. In this conversation, Adam and Will discuss the effectiveness of the inbound-let-outbound go-to-market motion and its potential for selling at a VC scale. They also touch on the challenges of low response rates in sales outreach and the role of automation in exacerbating the problem. Adam shares his thoughts on the power of founder branding and the importance of creating unmeasurable content. They also discuss the match rate of RB2B and its comparison to other tools like Clearbit and SixSense. The conversation concludes with a discussion on the paid plan of RB2B and upcoming launches.

TAKEAWAYS:

- Having a remarkable product is crucial for achieving high revenue per employee.- Resist the pressure to hire more employees and focus on building a lean team.

- Creating great social content and leveraging interest-based algorithms can lead to exponential reach and growth.

- The decline in response rates in outbound marketing is a result of market saturation and the shift towards inbound strategies. The inbound-led-outbound go-to-market motion can be an efficient and disruptive way to sell at a VC scale, especially for high ACV products and when there is alignment between the target audience and the platforms being used.

- Low response rates in sales outreach are a result of automation and the behavioral response to a lack of response rates, which leads to more activity and worsens the problem.

- Founder branding can be a powerful tool in generating trust and authority, especially when the founder is perceived as a more successful version of the target audience and provides valuable edutainment content.

- RB2B has a match rate of around 8% for US-based traffic, which can be improved by adding reverse IP lookup. It is recommended to try multiple tools and analyze the overlap to determine the best fit for your needs.

- The paid plan of RB2B offers features such as repeat visitors, hot pages, ICP filtering, and integrations with platforms like Slack and HubSpot.

TIMESTAMPS:

00:00 Introduction and Background

14:44 The Power of Video and Personal Branding

32:47 Harnessing the Power of Organic Social Media

34:52 The Importance of a Remarkable Product and Resisting the Pressure to Hire

41:42 Amplifying Reach through Great Social Content and Interest-Based Algorithms

42:29 Understanding the Decline in Response Rates in Outbound Marketing

43:22 Automation and Response Rates46:07 Founder Branding and Response Rates

47:50 Zero Response Rates and Organic Social Media

49:55 The Expensive Pushing of Marketing Channels

53:22 Different Approaches to Content Creation

58:18 The Unique Power of Unmeasurable Content

01:02:50 The Effectiveness of the Go-to-Market Motion

01:08:58 RB2B Match Rate and Comparison to Other Tools

01:14:14 The Benefits of RB2B and the Paid Plan

FounderVideo Podcast Ep. 14: Adam Robinson, Founder/CEO at Retention.com (https://retention.com/)

"The Power of Organic Social Media and Remarkable Product"

Brought to you by: https://foundervideo.com

Increase the profitability of your LinkedIn Ads - book a free strategy call today.

In this episode,Canberk Beker, Head of Growth atHockeyStack, discusses the challenges and insights related to B2B attribution, growth, and marketing. He shares his experiences and learnings from his career in growth, the impact of data on decision-making, the role of HockeyStack in solving attribution challenges, and the importance of understanding the buyer's journey. Canberk also highlights the misconceptions around attribution and provides practical advice for transitioning to a more accurate attribution model without the need for expensive tools. The conversation covers a wide range of topics related to sales, marketing, and the SaaS industry. It delves into the challenges and opportunities of inbound-led outbound, the impact of AI on startups, the efficiency of SaaS companies, and the importance of reverse engineering the customer funnel. The discussion also touches on the evolution of outbound sales, the role of authenticity in achieving go-to-market fit, and the impact of VC funding on startup growth.TAKEAWAYS:- Growth encompasses various aspects of the customer journey, from acquisition to retention and referral, and requires a data-driven approach for decision-making.- Data plays a crucial role in validating ideas and strategies, and understanding the buyer's journey is essential for effective marketing and attribution.- HockeyStack's innovative approach to attribution provides clarity and insights, addressing the challenges of traditional attribution models.- Transitioning to a more accurate attribution model can be achieved through practical and cost-effective methods, such as leveraging tools like SuperMetrics and Google Data Studio for data analysis. Inbound-led outbound approach is evolving with a focus on website traffic and personal identification of visitors.- The impact of AI, especially tools like ChessGPT, on startups and the need for authenticity in product solutions.- The challenges of SaaS companies in achieving efficiency and profitability, and the importance of reverse engineering the customer funnel.- The influence of VC funding on startup growth and the need for a more authentic and unique approach to achieve success in the SaaS industry.

Timestamps:

00:00 Why growth is not just marketing03:25 Data-driven decision making analogy06:20 How Canberk helped Cognism grow revenue by 2.6x10:35 What can you do with HockeyStack and why it isn’t just an attribution tool17:06 Demand gen vs lead gen and revenue-driven marketing23:32 Key insights from the 16 reports Canberk published and feedback on them35:22 What most people get wrong about attribution and how to do it right39:20 Inbound-led outbound, its limitations and evolution of outbound53:07 SaaS magic number, end of GAAC era and VC landscape58:34 Rule of 40 vs 33222 rule and why SaaS has become so inefficient1:03:37 How to get go-to-market-fit in the efficiency eraFounderVideo Podcast Ep. 13: Canberk Beker, Head of Growth at HockeyStack (https://hockeystack.com/)"B2B Attribution, Growth Challenges, & VC Funding on Startups"Brought to you by: https://foundervideo.comIncrease the profitability of your LinkedIn Ads - book a free strategy call today.

Chris Walker discusses the average CAC payback period at private SaaS companies, which is between 48 and 60 months. He explains that public SaaS companies have seen their sales and marketing expenditure almost double over the past two and a half years. Private SaaS companies, on the other hand, have seen their CAC payback period increase due to slowing growth rates. Walker emphasizes the need for smart cost-cutting and efficient marketing investments. He also highlights the disconnect between finance and go-to-market teams and the importance of signal-based analytics in measuring ROI. The conversation covers various topics related to B2B marketing and demand generation. The main themes include the importance of creating a live show/podcast for target customers, the significance of understanding the customer and having a targeted account list, the need for a shift in B2B advertising strategy, the value of product-oriented webinars and analyst relations, the importance of self-reported attribution in tracking the impact of dark social content, the growth journey of Refine Labs, the hiring strategy and talent evaluation process, the future of signal analytics and AI in marketing, and the direction of Passetto as a consultancy focused on improving enterprise value and growth rate for companies.TAKEAWAYS:- The average CAC payback period at private SaaS companies is between 48 and 60 months.- Public SaaS companies have seen their sales and marketing expenditure almost double over the past two and a half years.- Private SaaS companies have experienced an increase in their CAC payback period due to slowing growth rates.- Smart cost-cutting and efficient marketing investments are crucial for improving CAC payback period.- There is a disconnect between finance and go-to-market teams, and signal-based analytics can help measure ROI. Create a live show/podcast for your target customers to offer free consulting and build trust.- Understand your customer and have a targeted account list for a more focused marketing strategy.- Shift B2B advertising strategy to focus on getting customers to understand and want to buy your product.- Product-oriented webinars and analyst relations can be effective strategies for demand creation.- Use self-reported attribution to track the impact of dark social content.The growth journey of a company can be accelerated through a live show/podcast and rapid customer feedback.- Hiring strategy and talent evaluation are crucial for the success of a company.- Signal analytics and AI have the potential to optimize outbound cadences and improve effectiveness.- The bow tie framework from Winning by Design can provide a unified view of pipeline architecture.- Passetto aims to improve enterprise value and growth rate for companies through a practical and data-driven approach.

TIMESTAMPS:00:00 CAC Payback Period in Public & Private SaaS Companies04:21 Sales & Digital Marketing Budget Allocation10:15 How B2B Buying Works Today14:30 The State of Signal-Based Analytics21:57 Building Analytics from Top-Level Business Metrics26:15 How to Properly Do & Measure Demand Creation40:10 Key Levers that Grew Refine Labs to +$10M ARR44:38 Current Signal-Based SaaS & Services Landscape50:48 Passetto as a Consulting Firm, Not a SaaS Company51:55 AI Optimizing Outbound Cadences54:33 The Bowtie Framework and the Future of GTM Tech

FounderVideo Podcast Ep. 12: Chris Walker, Executive Chairman of Refine Labs (https://www.refinelabs.com/) and Founder & CEO of Passetto (https://passetto.com) "GTM Efficiency, Signal-Based Analytics & Demand Creation"Brought to you by: https://foundervideo.comIncrease the profitability of your LinkedIn Ads - book a free strategy call today.

In this conversation, Will interviewsSam Dunning, founder of Breaking B2B, about the future of search and SEO. They discuss whether SEO is dead, the impact of AI-powered content, the role of social media platforms in search, and the importance of branded and non-branded keywords in B2B SEO. Sam also shares insights on how to approach SEO for B2B companies, focusing on bottom-of-the-funnel content and the importance of speed and relevance. They also discuss the value of podcasting in B2B marketing and strategies for driving revenue through podcasts. Sam Dunning shares his strategies for creating entertaining solo podcast episodes and discusses the importance of keeping the audience engaged. He also talks about his approach to SEO and the value of video content on platforms like YouTube and LinkedIn. Sam shares his experience with creating video content and the challenges he faced in the beginning. He also discusses the future of LinkedIn organic growth and the potential impact of the video scrolling beta feature.TAKEAWAYS:- SEO is not dead, and Google search is still a primary source of information for many B2B industries.- AI-powered content may replace simple, straightforward queries, but more complex and industry-specific content is less likely to be replaced.- Social media platforms are becoming search engines, but Google search remains important for B2B companies.- Branded keywords are important for established companies, but non-branded keywords are crucial for attracting new prospects.- When approaching SEO, focus on bottom-of-the-funnel content that drives qualified leads and conversions.- Podcasting can be a valuable tool in B2B marketing, providing opportunities for content repurposing, building credibility, and driving revenue. Creating entertaining solo podcast episodes requires preparation and having a clear structure or topic to discuss.- To keep the audience engaged, it's important to have a flow of conversation and avoid long pauses or moments of silence.- Sam Dunning's SEO strategies focus on the basics, such as mobile optimization, page speed, relevant URLs, and well-structured content.- Video content on platforms like YouTube and LinkedIn can help drive organic growth and attract a wider audience.- The future of LinkedIn organic growth is uncertain with the introduction of the video scrolling beta feature, but it's important to offer options for different content consumption preferences.FounderVideo Podcast Ep. 11: Sam Dunning, Founder of Breaking B2B (https://www.breakingb2b.com/)"Is SEO Dead? | The Future of Search & AI-Powered Content's Impact on SEO"Brought to you by: https://foundervideo.comIncrease the profitability of your LinkedIn Ads - book a free strategy call today.