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!