In this episode, Chris Anzalone, founder of Knowledge.com, discusses his transition from running an SDR agency to creating a platform that leverages intent data to enhance B2B sales. He emphasizes the importance of understanding buyer intent and the role of data in sales processes. The conversation also delves into privacy concerns surrounding data usage, the evolution of B2B sales strategies, and the impact of AI on sales outreach. Chris shares insights on how Knowledge.com helps salespeople connect with prospects more effectively and offers advice for navigating the crowded landscape of sales tools.

TAKEAWAYS:

- Chris transitioned from an SDR agency to Knowledge.com to leverage data in sales.

- Understanding buyer intent is crucial for effective sales strategies.

- Knowledge.com processes a trillion rows of data monthly to predict buying behavior.

- Salespeople need to focus on genuine human connections rather than automation.

- Privacy concerns are prevalent, but data usage can enhance sales conversations.

- The B2B sales landscape is evolving with the rise of AI and ABM strategies.Sales tools should enhance, not replace, the human element in sales.

- Knowledge.com helps identify prospects who are likely to engage positively.

- Sales reps should prioritize quality over quantity in their outreach efforts.

- The future of sales will require a balance between technology and personal engagement.

TIMESTAMPS:

00:00 Introduction

01:38 Chris Anzalone's Journey to Knowledge.com

04:49 Building Knowledge.com: The Vision and Technology

11:49 Addressing Privacy and Ethical Concerns

20:44 The Future of B2B Sales and AI

25:13 AI's Failures in Sales Outreach

27:49 Creative Sales Tactics

30:46 The Role of Psychometric Models in Sales

41:09 Advice for Salespeople in the Age of AI

43:43 Upcoming Features and Events for Knowledge.com

FounderVideo Podcast Ep. 30: Chris Anzalone, Founder & CEO at Knowledge.com

(https://knowledge.com/)

"FV 30: How AI & Human Connection Are Shaping the Future of B2B Sales | Chris Anzalone, Knowledge.com"

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

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In this episode, Peter Walker, head of insights at Carta, discusses the evolution of insights as a crucial function in B2B marketing. He explains how insights teams can differentiate themselves through proprietary data and the importance of executive buy-in when establishing such a function. Walker emphasizes the need for insights to align with product marketing and the significance of measuring impact through various metrics. He also shares his approach to crafting compelling narratives from data and the current dynamics of venture capital ownership. In this conversation, Will Yuste and Peter Walker discuss the evolving landscape of venture capital, the intricacies of startup equity packages, and the importance of data insights in decision-making. They explore how venture capital is diversifying, the critical questions founders should ask about equity, and the role of AI in enhancing insights. The discussion also highlights the significance of building a dedicated insights function within companies to leverage data effectively.

TAKEAWAYS:

- Insights are the next evolution in B2B content marketing.

- Proprietary data is essential for effective insights.

- Executive buy-in is crucial for establishing an insights function.

- Insights should focus on increasing brand awareness, not lead generation.

- The atomic unit of insights is a single graphic.

- Start small and build from audience feedback.

- Align insights with product launches for maximum impact.

- Measure success through subscriber growth and engagement.

- Avoid big quarterly reports; focus on quick, impactful graphics.

- Understand the dynamics of venture capital to guide founders. Venture capital is evolving into multifaceted models.

- Founders need to assess their ambition level when seeking funding.

- Understanding equity packages requires knowledge of company valuation.

- Market data is crucial for negotiating equity and funding.

- AI is transforming how insights are generated and utilized.

- Companies should prioritize building insights teams for better data utilization.

- The landscape of venture capital is shifting towards real-world products.

- Founders should be cautious about the type of capital they seek.

- Effective communication of insights requires a personal touch.

- Data privacy and customer trust are paramount in insights generation.

TIMESTAMPS:

00:00 Introduction

01:58 The Role of Insights in B2B Marketing

04:00 Building an Insights Function at Carta

05:54 The Importance of Proprietary Data

17:51 Metrics and Measuring Success

24:35 Creating Engaging Reports from Data

25:59 Evaluating the Need for Venture Capital

28:21 The Evolution of Venture Capital

30:39 Choosing the Right Capital Path

35:53 The Role of AI in Venture Capital

38:38 Understanding Startup Equity Packages

45:08 Building Effective Insights Teams

50:19 Conclusion and Final Thoughts

FounderVideo Podcast Ep. 29: Peter Walker, Senior Director of Insights at Carta(https://carta.com/)

"FV 29: How to Build an Insights Function from 0 | Peter Walker, Carta"

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

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In this conversation, Erik Jacobson discusses his journey from running Lemonpie to founding Hatch, emphasizing the importance of content marketing in the B2B space. He shares insights on the power of podcasting, building relationships through content, and the significance of consistency in content creation. Erik also highlights key learnings from working with industry leaders like Chris Walker and Dave Gerhart, the evolving landscape of B2B content marketing, and the challenges and opportunities presented by influencer marketing. In this conversation, Erik Jacobson and Will Yuste delve into the intricacies of influencer marketing, the evolution of content creation, and the importance of audience engagement in B2B marketing. They discuss the need for a sustainable content engine, the role of audience in shaping marketing strategies, and the structure of high-performance content teams. The dialogue also touches on the changing landscape of consumer behavior post-COVID and the necessity for marketers to adapt their strategies accordingly.TAKEAWAYS:- Entrepreneurship was a clear path for me.- Podcasting can create strong relationships.- Consistency in content is crucial for success.- Building relationships takes time and effort.- Content marketing should focus on audience behavior.- Differentiated products lead to compelling narratives.- Understanding your audience is key to effective content.- Influencer marketing must be approached carefully.- Content marketing is evolving towards scrollers.- Your users should naturally promote your product. Influencer marketing should focus on long-term relationships rather than short-term metrics.- Creating demand is more important than just generating impressions.- A sustainable content engine is essential for effective marketing.- Quality of audience engagement is more critical than sheer numbers.- The role of audience co-founders is becoming increasingly important in B2B.- High-performance content teams can outperform traditional sales teams.- Understanding market engagement requires a shift in perspective.- Post-COVID consumer behavior necessitates a return to fundamental marketing principles.- Content strategy should be tailored to the specific audience and their needs.- Every marketing strategy has the potential to succeed with the right approach.

TIMESTAMPS:

00:00 Introduction

02:32 The Power of Podcasting for CEOs

07:35 Building Relationships Through Content

16:10 The Importance of Content Strategy

26:37 Current Trends in B2B Content Marketing

35:19 Influencer Marketing in B2B

39:30 The Future of High Production Content

47:42 Audience Building and Content Strategy

51:44 The Role of Content in Revenue and Equity

53:45 The Cost and Structure of High-Performance Content Teams

59:11 Post-COVID Consumer Culture and B2B Marketing

01:04:23 The Importance of Patience in Marketing Strategies

01:05:35 Conclusion and Final Thoughts

FounderVideo Podcast Ep. 29: Erik Jacobson, Founder & CEO at Hatch (https://www.hatch.fm/)

"FV 28: B2B Founder-led Content & Marketing Strategy | Erik Jacobson, Hatch.fm"

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

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In this conversation, Will Yuste interviews Santiago Suarez Ordoñez, co-founder and CEO of Momentum, a sales intelligence platform. They discuss the evolution of sales intelligence, the importance of building a strong sales team, and the innovative approach of 'enterprise listening' that Momentum offers. Santiago shares insights on navigating the challenges of sales as a founder, the significance of top-of-funnel strategies, and how AI is transforming the sales landscape. The conversation highlights the operational efficiencies and data quality that Momentum provides, making it a unique player in the market. In this conversation, Will Yuste and Santiago Suarez Ordonez discuss the unique positioning of Momentum in the competitive sales intelligence landscape. They explore how Momentum differentiates itself by focusing on data extraction and insights rather than just recording calls. The conversation also delves into the shift towards enterprise solutions, the evolving landscape of sales intelligence, and the importance of data ownership and control for clients.TAKEAWAYS:- Building a sales team requires time and dedication.- Top of funnel strategies are crucial for early-stage companies.- Sales is a personal, one-to-one interaction.- A strong SDR team can drive predictable results.- Operational efficiency leads to better data quality.- AI is reshaping the sales intelligence landscape.- Enterprise listening focuses on understanding customer interactions.- Retention is high when the product integrates seamlessly into workflows.- Sales teams prefer solutions that require minimal adoption effort.- Investing in SDRs can yield significant growth for startups. Momentum's unique positioning lies in its focus on data extraction rather than just sales intelligence.- The competitive landscape is crowded, making it essential to out-execute rather than keep secrets.- Data collection misalignment is a significant issue in sales processes.- Momentum aims to free sales reps from data entry tasks, allowing them to focus on selling.- Efficient time is a critical asset for businesses, and Momentum helps optimize it.- The shift to enterprise solutions has been beneficial for Momentum, especially in a challenging SMB market.- Sales intelligence tools are facing scrutiny regarding their actual value to users.- Data ownership and control are becoming increasingly important for clients in the tech space.- The future of sales intelligence involves more than just data collection; it requires actionable insights.- Building a strong execution team is crucial for success in the competitive sales intelligence market.

TIMESTAMPS:

00:00 Introduction

00:37 The Concept of Enterprise Listening

01:41 The Journey of Building a Sales Team

06:28 The Importance of SDRs and Outbound Sales

12:02 Momentum's Unique Approach to Sales

19:58 Operational Efficiency and Data Accuracy

25:26 Momentum's Unique Value Proposition

32:25 Aligning Sales and Data Collection

33:05 Automating Data Wrangling with AI

34:33 Leveraging AI for Brand Building

39:29 Strategic Value of AI in Sales

46:44 Challenges and Opportunities in Sales Intelligence

48:36 Efficient Time Management with Momentum

53:22 Data Ownership and Integration

59:17 Closing Thoughts

FounderVideo Podcast Ep. 27: Santiago Suarez Ordoñez, Co-Founder, CEO at Momentum(https://www.momentum.io/)

"FV 27: Enterprise Listening & Sales Intelligence in 2025 | Santiago Suárez Ordóñez, Momentum.io"

Brought to you by: https://foundervideo.comIncrease the profitability of your LinkedIn Ads - book a free strategy call today.

In the 26th episode of the FounderVideo Podcast,Will Yuste interviewsOgnjen Bošković, a growth marketer and founder of the community Raven. Recorded live in Belgrade, the conversation covers Bošković's career journey, his experience in B2B SaaS marketing, and the importance of building a founder brand. They discuss the principles of B2B marketing, the concept of a founder brand as a go-to-market strategy, and how it applies to different stages of business maturity. The episode highlights examples of successful founder brands, the role of social awareness and communication skills, and the potential impact of AI on the future of both product and service companies.

TAKEAWAYS:

- Founder Brand is a Long-Term Investment: It's not a quick fix and requires consistent effort over time.- Value of Founder Expertise: Founders with deep industry knowledge and experience within their target customer segment are more likely to succeed.

- Documenting Your Journey: Consistently documenting your work, successes, and challenges is crucial for building a strong founder brand.

- Leveraging Existing Experience: Utilizing past experiences and roles within your target customer base provides valuable insights and credibility.

- Founder Brand as a Go-to-Market Channel: It can be a powerful channel for generating leads and driving revenue, especially in saturated markets.

- Early-Stage and Established Businesses Can Benefit: Both startups and established companies can leverage founder branding for growth.

- Overcoming Outbound Challenges: Founder branding can be an effective alternative to traditional outbound sales, which are becoming increasingly difficult.

- Building a Community: Creating a community around your brand can foster engagement and accelerate growth.

- The Importance of Authenticity: Being genuine and transparent in your communication resonates with your audience.

- Focusing on Customer Pain Points: Deeply understanding and addressing the challenges faced by your target customers is essential.

- Data-Driven Approach: Using data to validate problems and identify opportunities is crucial for successful founder brand building.

- The Role of Personality: While not the sole determinant, a founder's personality and communication style play a significant role in building a strong brand.

- Avoiding the Ivory Tower: Staying connected to the market and actively engaging with customers is essential for building authentic relationships.

- The Value of Storytelling: Sharing your personal journey and experiences can resonate with your audience and build trust.

- Combining Art and Science: Balancing creativity and strategic thinking is key to effectively building a founder brand.

TIMESTAMPS:

00:00 Intro

01:26 Ognjen Bošković's background & experience

05:11 Core principles for successful founder brands

13:49 Who benefits most from founder branding

21:18 Key traits & skills to win with founder brand

28:45 Strategic thinking & understanding markets

39:35 Future evolution of founder brand as a strategy

48:09 (Founder) Brand building for product vs services companies

58:33 The role of data in brand marketing

01:04:15 Platform-native content and final thoughts

FounderVideo Podcast Ep. 26: Ognjen Bošković, Founder at Raven (https://www.raven.club/)

"FV 26: How to Leverage Founder Branding to Scale Your B2B SaaS Startup | Ognjen Bošković, Raven"

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

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

In this episode, Tom Hunt, founder and CEO of Fame, discusses his journey to achieving 3.8 million ARR without external funding, the lessons learned from management consulting, and the importance of company values and culture in scaling a business. He also shares insights on B2B podcasting, including who should start a podcast, common mistakes companies make, and the significance of strategic guest selection for maximizing ROI. In this conversation, Tom Hunt discusses the evolution of B2B podcasts as essential content engines for marketing. He emphasizes the importance of integrating podcasts into broader marketing strategies, streamlining production processes, and understanding customer personas. Tom shares insights on when to start marketing for B2B companies, the lessons learned from working with large brands, and the significance of company culture and values. He also reflects on his journey in angel investing and outlines Fame's go-to-market strategy, highlighting the intersection of services and products in the current landscape. Finally, he discusses the impactful use of AI in podcast production. TAKEAWAYS: - Tom Hunt emphasizes the importance of bootstrapping and learning from failures. - Management consulting provides essential skills for running a business. - Company values are crucial for maintaining culture and client satisfaction. - Niche specificity is key for B2B companies considering podcasts. - Strategic guest selection can lead to significant ROI in podcasting. - Consistency in podcast release schedules is vital for growth. - Understanding the difference between service and product companies is important for podcast strategy. - High ACV products have a better chance of ROI from podcasting. - The first year of podcasting is often about building relationships rather than immediate listener ROI. - Investing in podcasting can yield long-term benefits for businesses. - Podcasts serve as a foundational content engine for B2B companies. - Integrating podcasts into marketing campaigns can enhance SEO and social engagement. - Streamlining production processes is crucial for efficiency. - Understanding customer personas is essential for effective marketing. - Retention is the key to sustainable growth in B2B. - Service-led growth can drive client acquisition and retention. - AI can significantly enhance podcast production efficiency. - Company culture and values play a vital role in business success. - Angel investing can be more ego-driven than strategic. - The landscape of services and products is increasingly converging.

TIMESTAMPS:

00:00 Introduction 01:26 The journey to $3.8M ARR 04:38 Intangibles from management consulting 07:05 Scaling Fame: values and culture 12:38 Should every B2B company start a podcast? 15:31 Key factors for podcast success 22:04 Podcast ROI and consistency 25:12 Whose podcasting better for? Service vs Product companies 28:40 Podcast as a content engine 30:34 Roles/Team you need to launch and run a successful B2B podcast 35:37 "Whoever is closest to the customer, whoever wins" 37:15 When to start a podcast: early-stage vs mature companies 41:47 Client feedback loops in content 44:11 The role of values and culture in business success 47:23 Tom's experience in angel investing into 12 companies 50:24 Fame's GTM strategy and growth levers 55:14 Leveraging AI in podcast production

FounderVideo Podcast Ep. 25: Tom Hunt, Founder and CEO at Fame (https://www.fame.so/) "FV 25: From $0 to $3.8M ARR: B2B Podcasting & Growth Strategies | Tom Hunt" Brought to you by: https://foundervideo.com Increase the profitability of your LinkedIn Ads - book a free strategy call today.

In this episode of theFounderVideo Podcast,Will Yuste interviewsItamar Ben Yair, Growth Consultant, discussing the intricacies of LinkedIn advertising, particularly for high-value SaaS products. They explore the importance of creative ads, the differences in marketing strategies for varying ACV products, and the debate between full funnel marketing and direct product messaging. Itamar emphasizes the need for clear communication of product capabilities and draws inspiration from consumer culture to craft engaging ads. The conversation also touches on the role of trust in B2B services and the creative process behind effective advertising. In this conversation, Itamar Ben Yair and Will Yuste delve into the intricacies of B2B marketing, focusing on product messaging, the importance of qualified leads, and the challenges of reaching out-of-market segments. They discuss the nuances between problem-focused and feature-focused marketing, the role of production quality in advertising, and effective strategies for sourcing talent. Additionally, they explore optimizing lead-to-meeting ratios and the significance of building trust with clients through transparent communication and results-driven metrics.

TAKEAWAYS:- Creating great ads is essential for converting cold traffic.- B2B marketers often neglect the creative aspect of ads.- Full funnel marketing may not be the best approach for all products.- Understanding your product's capabilities is crucial for effective messaging.- Trust plays a significant role in B2B services compared to products.- The creative process should start with understanding customer pain points.- Experimenting with messaging can lead to better ad performance.- Inspiration from consumer culture can enhance B2B advertising.- Simplicity in product messaging is key for engagement.- Marketers must advocate for clear communication with founders. A complex B2B SaaS product cannot be explained in one line.- The ultimate test of marketing is whether it generates qualified meetings.- Marketing should focus on delivering leads that sales teams are eager to convert.- Generating meetings with ideal customer profiles (ICPs) is crucial.- Out-of-market segments often indicate a product problem rather than a marketing issue.- Problem-focused marketing resonates more than feature-focused marketing.- High production quality in ads can build trust but isn't always necessary.- Sourcing talent for ads should prioritize acting ability over appearance.- Optimizing lead-to-meeting ratios involves quick follow-ups and clear communication.- Building trust with clients requires transparency and focus on business metrics.

TIMESTAMPS:00:00 Introduction01:08 The Challenge of Converting Cold Traffic04:29 Conveying Complex Products in Ads08:32 The Role of Content in Demand Generation11:56 Creating Effective LinkedIn Ads17:24 Understanding the Customer's Perspective27:17 Inspiration from Consumer Culture for B2B Ads33:16 Marketeers vs. Technical Founders37:28 In-Market vs. Out-Market Strategies45:49 The Role of Hollywood in B2B Ads49:22 Sourcing and Hiring Paid Actors54:22 Optimizing Lead to Meeting Ratios01:02:44 Building Trust with Clients01:05:40 Conclusion and Final Thoughts

FounderVideo Podcast Ep. 24:Itamar Ben Yair, Growth Consultant"FV 24: LinkedIn Ads Strategy: Creative, Positioning, & Messaging for B2B SaaS | Itamar Ben Yair"Brought to you by:https://foundervideo.comIncrease the profitability of your LinkedIn Ads - book a free strategy call today.

In this episode of the FounderVideo Podcast,Dale W. Harrison, a strategic marketing consultant, shares his unique journey from experimental physicist to marketing expert. He discusses the importance of understanding human behavior in marketing, the stochastic nature of ad distribution, and the debate over the randomness of digital advertising. Dale emphasizes the significance of reach over frequency in advertising strategies and explains how brand preferences are formed in consumers' minds. He provides insights into the mechanics of effective advertising and the necessity of good creative to capture attention. In this conversation,Dale W. Harrison andWill Yuste delve into the intricate relationship between marketing and sales, emphasizing the distinct roles each plays in driving business success. They explore the importance of understanding consumer memory through the Ebbinghaus forgetting curve, the balance between frequency and reach in advertising, and the utility of customer panels for measuring brand recall. The discussion also highlights the biases inherent in self-reported attribution and the potential pitfalls of retargeting strategies. Ultimately, they stress the need for marketers to be skeptical, ask questions, and validate their assumptions through rigorous testing and measurement.TAKEAWAYS:- Dale Harrison has a diverse background in physics, engineering, and finance before transitioning to marketing.- Marketing is fundamentally about changing what people remember and prefer.- Data analysis is crucial in marketing, but one must be skeptical of its limitations.- The stochastic nature of ad distribution means that outcomes can be unpredictable and random.- Effective advertising requires understanding the audience and their behavior.- Reach should be prioritized over frequency to maximize brand awareness.- Good creative is essential to overcome short attention spans in advertising.- Brand preferences are formed through memory associations and recall triggers.- Marketers should focus on moving markets rather than individual consumers.- Understanding friction in ad distribution can help optimize marketing strategies. Marketing's role is to focus on markets, not individuals.- Forgetting is a binary experience; you either remember or you don't.- Frequency in advertising is necessary to overcome forgetting.- Customer panels are essential for measuring brand recall.- Self-reported attribution can be biased and misleading.- Retargeting can harm brand trust if overused.- Effectiveness in marketing should always be compared to alternatives.- Brand awareness enhances the effectiveness of demand capture efforts.- Incremental revenue from retargeting should be measured carefully.- Skepticism and questioning are vital in marketing research.

TIMESTAMPS:00:00 Introduction 05:00 The Evolution of Marketing Techniques09:32 Early Digital Marketing Innovations15:22 The Stochastic Nature of Ad Distribution21:37 Understanding Ad Reach and Frequency44:33 Maximizing Reach Over Frequency46:37 The Role of Marketing vs. Sales47:31 Cold Email as Private Ads48:36 The Importance of Brand Recall52:36 The Ebbinghaus Forgetting Curve and Memory in Marketing01:00:12 Customer Panels: A Tool for Measuring Brand Recall01:14:12 The Debate on Retargeting01:18:11 Effectiveness vs. Efficiency in Marketing01:26:50 The Role of Retargeting in Brand Trust and Recall01:30:55 Conclusion and Final Thoughts

FounderVideo Podcast Ep. 23:Dale W. Harrison, Strategic Consultant at Inforda Life Science Services(https://www.inforda.com/)"FV 23: Does Retargeting Work in B2B? Reach or Frequency? | Dale W. Harrison"Brought to you by:https://foundervideo.comIncrease the profitability of your LinkedIn Ads - book a free strategy call today.

In this episode of the FounderVideo Podcast, Gabe Lullo, CEO of Alleyoop, shares his journey from recruitment to leading a successful sales development agency. He emphasizes the importance of people in professional services, the role of intent data in sales, and the value of a great product. Gabe discusses strategies for growth, the significance of calls and content, and how to engage employees effectively. He also highlights the importance of video communication and the unique value proposition Alleyoop offers to potential employees. TAKEAWAYS: - People are the core of professional services. - Investing in employees is crucial for retention. - Intent data can enhance sales strategies but isn't a silver bullet. - Building strong relationships with clients leads to mutual growth. - Calls and content are essential for successful outreach. - A great product is vital for sales success. - Transparency and trust are key in client relationships. - Video communication fosters connection and engagement. - Hiring experienced SDRs leads to better outcomes. - Creating a strong value proposition attracts top talent. TIMESTAMPS: TIMESTAMPS: 00:00 Introduction and Gabe's background 10:27 Timing in business: how Alleyoop met ZoomInfo early 17:28 Lessons from working with big accounts 23:24 Calls and content to make outbound work 25:50 How Alleyoop doubled in size 29:00 How to get your team to post on LinkedIn35:21 Why outbound isn't (and won't ever be) dead 39:11 Cold call scripts: the 4 Ps framework 46:40 Alleyoop's tech stack for remote work 55:25 How to sell your company to candidates 01:02:10 Conclusion and final thoughts

FounderVideo Podcast Ep. 22: Gabe Lullo, CEO at Alleyoop (https://alleyoop.io/) "FV 22: How to 2x a Sales Agency in 9 Months w/ Calls and Content | Gabe Lullo, Alleyoop" Brought to you by: https://foundervideo.com Increase the profitability of your LinkedIn Ads - book a free strategy call today.

Emir Atli, co-founder and CRO of HockeyStack, shares his journey from high school in Turkey to building a successful revenue analytics platform. HockeyStack started as a social media app but pivoted to become a Google Analytics alternative. They built a product that tracks product data and website data, offering better insights than Google Analytics. Emir emphasizes the importance of building a better technology and hiring the best talent. He also discusses the challenges of raising venture capital and managing the pressure of being a C-level executive. HockeyStack is not just an attribution tool, but a command center for revenue teams, offering sales intelligence and ABM products in addition to attribution. HockeyStack is a B2B revenue intelligence platform that aims to be the centralized command center for sales and marketing teams. They offer products like ABMS Sales Intelligence and are working on building a buyer journey platform. The company has a diversified marketing strategy, with a focus on LinkedIn, Google, events, influencer partnerships, and SEO. They have also entered the enterprise segment and prioritize building relationships with enterprise customers. The goal is for HockeyStack to go public in 2030 and become the operating system for B2B revenue teams. TAKEAWAYS: - HockeyStack started as a social media app but pivoted to become a Google Analytics alternative, offering better insights into product and website data. - Building a better technology and hiring the best talent are key factors in the success of a startup. - Raising venture capital requires traction and a compelling story, and it's important to have a strong support network. - Dealing with pressure as a C-level executive involves having people to lean on, such as an executive coach and therapist, and knowing that you can start over if needed. - HockeyStack is not just an attribution tool, but a command center for revenue teams, offering sales intelligence and ABM products in addition to attribution. HockeyStack aims to be the centralized command center for B2B revenue teams - They offer products like ABMS Sales Intelligence and are working on a buyer journey platform - Their marketing strategy includes LinkedIn, Google, events, influencer partnerships, and SEO - HockeyStack has entered the enterprise segment and prioritizes building relationships with enterprise customers - The goal is for HockeyStack to go public in 2030 and become the operating system for B2B revenue teams TIMESTAMPS: 00:00 Introduction 01:31 Early Ventures and Lessons Learned 03:45 The Birth of HockeyStack

05:16 Scaling and Market Strategy

10:51 Challenges and Personal Growth

20:06 The Future of HockeyStack

27:36 The Role of Signals in Marketing

31:47 Making Data Actionable

35:18 Diversifying Marketing Strategies

38:44 Enterprise Sales Strategy

48:05 Future Vision for HockeyStack

51:54 Conclusion and Hiring Announcements

FounderVideo Podcast Ep. 21: Emir Atli, Co-Founder & CRO at HockeyStack (https://hockeystack.com/) FV 21: Raising VC, First-time Founding, Enterprise Software & Nimble GTM | Emir Atli  @HockeyStackB2B  Brought to you by: https://foundervideo.com Increase the profitability of your LinkedIn Ads - book a free strategy call today.

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 07:51 The Role of AWS Global Startup Program 08:56 The Inefficiencies in Sales Reps' Work 10:52 How Scalestack Solves Data Problems19:55 Scalestack's Universal API 28:16 Scalestack vs Clay35:35 Custom Data Points Examples 38:11 Data Enrichment and Scoring in Enterprise (LIVE demo) 43:05 LLM-powered Data Workflows48:10 AI Copilot and Orchestration 51:40 Scalestack's GTM Strategy and Community Building 56:50 Customer's Workflows Examples 01:01:11 Conclusion and Final Thoughts

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

(https://scalestack.ai/)

"FV 19: The AI-powered Clay for Enterprise | Elio Narciso @ Scalestack"

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

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

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

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

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.