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.io

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

In this episode, Will Martin is joined by Christian Lombardini, founder & host of The Oilfield Leader Podcast, and Bailey Midkiff, Oil City Chapter President of Oil & 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 Martin 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 Introduction 00:14 The Importance of Safety in the Oil and Gas Industry 02:11 Introduction to Will Martin and FounderVideo 05:46 The Shift from Website to Social Content 07:02 Understanding Dark Social and Customer-Centric Marketing 09:15 The Power of LinkedIn Ads and Thought Leader Ads 21:34 The Importance of Authenticity in Social Media 32:58 Time vs. Money: Organic vs. Paid Strategies 34:06 The Power of Guided Interviews 35:36 Mastering LinkedIn Ads 37:02 Audience Engagement and Content Strategy 45:24 Building a Personal Brand on LinkedIn 45:59 Tracking ROI and Attribution 59:11 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.io Increase the profitability of your LinkedIn Ads - book a free strategy call today.

In this episode, Will interviews Cody Schneider, the founder and CEO of Swell.ai, about influencer marketing and the impact of AI. Cody shares his background in e-commerce and B2B marketing, as well as his experience in building audiences and creating top-of-funnel inbound marketing strategies. They discuss the commoditization of knowledge and the value of expertise in the age of AI. Cody explains how Swell.ai helps companies and solopreneurs improve their content marketing workflows by automating tasks and generating various content outputs. They also touch on the future of efficient and profitable growth with AI. The conversation explores the shift in B2B marketing and sales towards signal-based selling and influencer marketing. It discusses the need for companies to align with how B2B buyers are purchasing and the rise of terms like demand generation and video content. The conversation also emphasizes the importance of leveraging social media platforms like TikTok and Instagram Reels to reach Gen-Z buyers. It highlights the value of creating consistent video content and the impact of personal branding for founders. Additionally, it touches on the mindset shift required to transition from bloated to lean teams in B2B organizations. In this conversation, Cody Schneider discusses the importance of communication and collaboration between different teams within an organization. He emphasizes the need for marketing and sales to work together and for leaders to create a safe space for employees to share their opinions and challenges. Cody also talks about the role of automation in improving efficiency and productivity, highlighting the emergence of chief automation officers. He shares his thoughts on the future of no-code tools and their limitations, as well as the significance of building a strong brand for long-term business success. Finally, he discusses the role of direct response marketing in the era of efficient and sustainable growth. TAKEAWAYS: - Expertise has become more valuable than ever in the age of AI, as general knowledge from the internet is often unreliable and lacks depth. - Companies can leverage AI to automate tasks and improve content marketing workflows, allowing them to focus on high-value activities. - Start by automating small parts of the workflow and gradually increase automation to have a ripple effect on the entire organization. - Swell.ai helps companies and solopreneurs create various content outputs from a single source media, such as podcasts or videos. - Efficient and profitable growth can be achieved by combining AI tools with human expertise, creating a superhuman effect. B2B marketing and sales are shifting towards signal-based selling and influencer marketing to align with how B2B buyers are purchasing. - Social media platforms like TikTok and Instagram Reels are becoming important channels for reaching Gen-Z buyers. - Consistent video content creation is crucial for engaging with target customers and building a personal brand as a founder. - Creating a safe space for employees to share their opinions and challenges can lead to increased productivity and employee satisfaction. - Automation, including the role of chief automation officers, can help streamline processes and improve efficiency within organizations. - No-code tools have their limitations and may not be suitable for complex software development. - Building a strong brand is essential for long-term business success and can lead to increased customer trust and loyalty. - Direct response marketing still has a place in the era of efficient and sustainable growth, especially when combined with brand building strategies. FounderVideo Podcast Ep. 9: Cody Schneider, Co-founder & CEO of Swell AI (https://swellai.com/) Brought to you by: https://foundervideo.io Increase the profitability of your LinkedIn Ads - book a free strategy call today.

In this episode, AJ Wilcox, founder and CEO of B2Linked, discusses the power of Thought Leader Ads on LinkedIn and the impact they can have on engagement and click-through rates. He also emphasizes the importance of investing in creative and aligning interests with the ad platform. AJ shares insights on campaign structure and organization, as well as the pitfalls of lead gen forms. Overall, this conversation provides valuable tips and strategies for optimizing LinkedIn ads and achieving better results. In this conversation, AJ Wilcox shares insights and strategies for optimizing LinkedIn ads. He discusses the importance of micro-segmenting audiences and using A/B testing to determine the best performing ads. AJ also emphasizes the value of thought leader ads and leveraging warm audiences for outreach. He highlights the long-term benefits of focusing on pipeline velocity and shares updates on the latest features and tools for LinkedIn ads. AJ also mentions the upcoming updates to his LinkedIn ads course. TAKEAWAYS: - Thought Leader Ads on LinkedIn can significantly improve click-through rates and engagement. - Investing in creative can lead to lower costs and higher engagement rates. - Aligning interests with the ad platform can result in better performance and lower costs. - Campaign structure and organization play a crucial role in optimizing LinkedIn ads. Micro-segment your audience and use A/B testing to determine the best performing ads. - Thought leader ads and warm audience targeting can accelerate pipeline velocity. - Focus on long-term strategies and metrics that matter, rather than relying solely on click-through rates. - Utilize third-party software for budget management, data analysis, and reporting. FounderVideo Podcast Ep. 8: AJ Wilcox, Founder & CEO of B2Linked (https://b2linked.com/) "B2B LinkedIn Ads Strategy: Lessons From $100M+ in Ad Spend" Brought to you by: https://foundervideo.io Increase the profitability of your LinkedIn Ads - book a free strategy call today.

Amelia Taylor, founder of At The Revenue Table, shares her journey and insights on go-to-market strategies and revenue operations in the B2B SaaS industry. She emphasizes the importance of depth in understanding people and challenges the status quo. Amelia discusses her experience at Brucit Seamless and how she leveraged her skills to excel in enterprise sales. She then explains the concept behind The Revenue Table, which focuses on revenue-driven relationships and evangelism. Amelia also highlights the power of Slack in community-led growth and revenue generation. In this conversation, Amelia Taylor discusses the importance of being memorable in B2B sales and shares creative ways to leverage video. She emphasizes the role of self-awareness in sales and the decline of B2B SaaS. Amelia also highlights the power of curiosity and the need for human connection in B2B sales. She concludes by mentioning companies that are doing great work in the B2B space. Takeaways - Depth in understanding people is crucial for success in the B2B SaaS industry. - Challenging the status quo and building your own methodology can lead to exceptional results. - Evangelism should be embraced by everyone in a company, not just a designated role. - Slack can be a powerful tool for revenue growth and community-led engagement. Be memorable in B2B sales by showing up as yourself and leveraging creative strategies. - Video is a powerful tool in B2B sales, but keep it short, relevant, and engaging. - Self-awareness is crucial in B2B sales, as it helps you understand your strengths and weaknesses. - Curiosity is a key driver in B2B sales, as it leads to exploration and new paths of knowledge. - Creating a human connection and focusing on soft skills are becoming increasingly important in B2B sales. - Decentralized events and community-building can enhance B2B sales and networking opportunities. - HubSpot, GTM Fund, Sendoso, and Synthspark are examples of companies doing great work in B2B. FounderVideo Podcast Ep. 7: Amelia Taylor, Founder of At The Revenue Table (https://www.linkedin.com/in/tayloramelia/) "Relationship based selling in B2B GTM" Brought to you by: https://foundervideo.io Increase the profitability of your LinkedIn Ads - book a free strategy call today.

In this conversation, Bethany, the founder and CEO of Sendspark, discusses the importance of personalization in video at scale. She shares the origin story of Sendspark and how it differentiates itself from other video selling tools in the market. Bethany highlights the integration of Sendspark with email automation tools and the hurdles faced in selling the idea of video selling to B2B companies. She emphasizes the effectiveness of video selling and provides insights into common mistakes and misconceptions. The conversation also touches on the challenges and lesser-known aspects of being a founder and the data that supports the impact of video selling. In this conversation, Bethany from Sendspark discusses the power of using video for personalized outreach in sales. She shares how video can make sales interactions more personal and build rapport with prospects. Bethany also emphasizes the importance of real-time communication and how video can help accelerate the sales process. She provides practical steps for implementing video personalization in sales workflows and highlights the value of integrations in SaaS products. Bethany discusses future updates and features of Sendspark, as well as the evolving landscape of video personalization. She concludes by emphasizing the unique value of human strategic thinking in the age of AI.

Takeaways - Personalization is crucial in video at scale, and Sendspark offers various features to achieve this. - Sendspark differentiates itself by enabling personalized videos at scale and integrating with email automation tools. - Video selling has been proven to increase response rates and engagement. - Common mistakes in video selling include spending too much time on introductions and not clearly communicating the value in the video. - Being a founder involves dealing with constant rejection and prioritizing tasks effectively. - Video selling should be seen as a helpful message rather than a sales pitch. Video can be a powerful tool for personalized outreach in sales, helping to build rapport and accelerate the sales process. - Real-time communication through video can provide immediate value to prospects and help them make informed buying decisions. - Integrations with other tools and platforms are essential for maximizing the impact of video personalization in sales workflows. - The future of video personalization holds exciting possibilities, including text-to-video applications and AI-powered digital support agents. FounderVideo Podcast Ep. 6: Bethany Stachenfeld, Co-founder & CEO of Sendspark (https://www.sendspark.com/) Brought to you by: https://foundervideo.io

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

In this conversation, Ashley Faus discusses thought leadership in the B2B marketing space. She emphasizes the importance of having both thoughts and leadership qualities to be a true thought leader. Ashley also introduces the four pillars of thought leadership: credibility, profile, being prolific, and strong depth of ideas. She highlights the challenges of attribution in B2B marketing and the need for better tools in this area. Ashley also explains the differences between influencers, subject matter experts, and thought leaders, and how companies can leverage each of them effectively. Finally, she provides insights on how founders and CEOs can start a thought leadership program. In this conversation, Ashley Faus discusses various aspects of content strategy, thought leadership, and B2B marketing. She emphasizes the importance of creating source ideas and strategic elements to guide content creation. Ashley also shares advice on career growth in B2B marketing and highlights the evolving relationship between B2B companies and the creator economy. Additionally, she explores the impact of AI on content strategy and discusses the need for a partnership between AI and human creativity.

Takeaways

- Create source ideas and strategic elements to guide content creation.

- Build relationships and collaborate with internal and external creators for long-term partnerships.

- Focus on human connection and quality content in the age of AI.

- Embrace the evolving relationship between B2B companies and the creator economy.

FounderVideo Podcast Ep. 5: Ashley Faus from Atlassian (https://www.atlassian.com/)

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

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

In this conversation, JD Garcia, Head of Strategy at Impactable, shares insights and strategies for running LinkedIn ads effectively. He discusses common mistakes in LinkedIn ads configuration, the importance of setting realistic expectations, and the key characteristics of companies that benefit the most from LinkedIn ads. JD also highlights the performance of video content on LinkedIn and the use of thought leadership ads. He emphasizes the need for personalized and authentic video content and provides tips for creating scroll-stopping ads. In this conversation, JD Garcia and Will discuss various aspects of LinkedIn ads. They cover topics such as retargeting and filtering traffic, avoiding ad fatigue, targeting inactive audiences, misusing budgets on LinkedIn ads, the importance of thought leadership ads, and rotating ads for a better user experience.

Takeaways

• Set realistic expectations for LinkedIn ads and understand that results may vary depending on factors such as budget, target audience, and product-market fit.
• Focus on technical aspects of LinkedIn ads configuration, such as audience targeting, matched audiences, and correct tracking implementation.
• Consider the key characteristics of companies that benefit from LinkedIn ads, including an active audience on LinkedIn, product-market fit, and the ability to convert leads into revenue.
• Train LinkedIn ads managers to understand the different levers they can pull and to think strategically about campaign execution.
• Utilize video content on LinkedIn, focusing on authenticity and short, engaging formats to capture audience attention. Apply campaign manager filters on top of retargeting audiences to filter and trim down traffic that may not be within your ideal customer profile.
• Ad fatigue can be avoided by using evergreen content in cold ad campaigns and refreshing content in retargeting campaigns when performance starts to diminish.
• If your audience is not active on LinkedIn, consider taking an omnichannel approach and using LinkedIn as part of a larger marketing strategy.
• Companies often misuse their budgets on LinkedIn ads by focusing too much on lead generation and neglecting other aspects of the customer journey.
• Thought leadership ads are important for in-feed consumption and building awareness, even if they may not generate immediate clicks or conversions.
• Rotating ads evenly can provide a better user experience by exposing the audience to different content, but it requires careful monitoring and pausing of underperforming ads.

FounderVideo Podcast Ep. 4: JD Garcia from Impactable (https://impactable.com) Brought to you by: https://foundervideo.io Increase the profitability of your LinkedIn Ads - book a free strategy call today.

In this conversation, Liam Moroney, founder of Storybook Marketing, discusses the future of demand generation and marketing budget allocation in B2B companies. He highlights the rise of demand gen as a buzzword on LinkedIn and the need for clarity in its definition. Liam also explores the influence of B2C marketing on B2B marketing and the challenges of applying B2C tactics in a B2B context. He emphasizes the importance of understanding the specific problems a business is trying to solve and aligning marketing efforts accordingly. Additionally, Liam discusses the misallocation of marketing budgets and the need for a balanced measurement framework. The conversation covers the importance of identifying the ideal customer profile (ICP) and narrowing down the target audience. It also discusses making educated guesses on the ICP and how it evolves over time. The conversation then shifts to the strategy of creating videos in nature on LinkedIn and the workflow for producing them. Takeaways: - Demand generation has become a buzzword in B2B marketing, but its definition is often unclear and varies from company to company. - B2B marketing can learn from B2C marketing, but it's important to consider the differences between the two, such as the role of sales teams and the complexity of B2B buying cycles. - Many B2B companies misallocate their marketing budgets by focusing too much on demand capture and lead generation efforts, rather than building brand awareness and educating their audience. - Effective marketing budget allocation starts with understanding the specific problems a business is trying to solve and aligning marketing efforts accordingly. - While attribution is important, it's crucial to recognize that not everything in marketing can be directly attributed to revenue. Some efforts, such as podcasts, are more about brand awareness and affinity. Identifying the ideal customer profile (ICP) is crucial for effective marketing. - Narrowing down the target audience allows for focused and effective marketing efforts. - Making educated guesses on the ICP is necessary for early-stage companies without sufficient data. - The ICP evolves over time, and it's important to adapt and expand the target audience as the business grows. - Creating videos in nature on LinkedIn can help differentiate oneself and attract attention. - Having an efficient workflow for creating LinkedIn videos is important, but authenticity and creativity should not be sacrificed.

FounderVideo Podcast Ep. 3: Liam Moroney from Storybook Marketing (https://www.storybookmarketing.io/) Brought to you by: https://foundervideo.io Increase the profitability of your LinkedIn Ads - book a free strategy call today.

In this conversation, Will interviews Ryan Paul Gibson, founder of Content Lift, about customer interviews in B2B and leveraging them in positioning and content strategies.

Ryan has conducted over 1900 customer interviews. He shares his journey in B2B and how his passion for customer understanding led him to start Content Lift. They discuss the importance of customer insights in the B2B buying journey and the common mistakes companies make in their go-to-market strategy. Ryan provides valuable tips on conducting effective customer interviews, including setting research objectives, identifying interviewees, and actively listening. He also emphasizes the need to analyze and action customer insights to drive marketing and business strategies.

Takeaways:

- Customer insights are crucial in B2B marketing and can significantly impact positioning and content strategies.

- Companies often lack a deep understanding of their customers and their decision-making process, leading to shallow marketing efforts.

- Conducting effective customer interviews requires setting research objectives, identifying interviewees, and actively listening.

- Analyzing and actioning customer insights is essential for driving marketing and business strategies. Create a central operating system, such as a Wiki or Slack channel, to store and access insights.

- Use technology and AI, like GPT, to personalize and contextualize customer insights.

- Build integrations, like a Slack integration with GPT, to make insights easily accessible to teams.

- Leverage customer insights in sales by understanding buyer context and tailoring sales conversations.

- Adapt to the shift in B2B buying by being genuine, transparent, and understanding the power of the customer. FounderVideo Podcast Ep. 2: Ryan Paul Gibson from Content Lift (https://www.contentlift.io/) Brought to you by: https://foundervideo.io Increase the profitability of your LinkedIn Ads - book a free strategy call today.

Andrei Zinkevich reveals how to implement a proper ABM program with small TAMs and high ACVs.

Key points:

- What people get wrong about gaining new B2B business from LinkedIn

- The process he uses to define and leverage clients’ ICPs in full-funnel marketing strategy

- Techniques for conducting effective customer interviews and how to utilize these insights in your marketing programs

- How to craft your go-to-market strategy and positioning based on customer insights and segmentation

FounderVideo Podcast Ep. 1: Andrei Zinkevich from Fullfunnel.io

Brought to you by https://foundervideo.io

Guillaume Jacquet, the founder of Vasco, 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 Vasco 5:27 Guillaume’s Background and Journey 14:06 How to Identify and Get PMF and Go-to-Market Fit 24:24 Vasco’s Feature Set: Live Product Demo 29:35 Vasco’s Benchmarking Sources 31:30 Building GTM Analytics & Forecasting Top-Down 38:10 How Vasco gets CROs & RevOps Closer to CFOs 40:23 Vasco is to RevOps what HubSpot is to Inbound 41:54 Building a Single Source of Truth for GTM Data 45:14 Vasco’s Target Market/ICP & Pricing 50:26 Funding, PMF, Runway and Future Vision 52:59 Guillaume’s Experience on RevOps & Finance Disconnect 56:37 The Future of GTM and SaaS Landscapes 1:08:52 VC-backed vs Bootstrapped as a Founder 1:17:21 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.io

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

James McKay, founder of a RevOps 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.io Increase the profitability of your LinkedIn Ads - book a free strategy call today.

In this episode, Will interviews James 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.ioIncrease the profitability of your LinkedIn Ads - book a free strategy call today.

Adam Robinson, founder and CEO of Retention.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.ioIncrease the profitability of your LinkedIn Ads - book a free strategy call today.

In this episode, Canberk Beker, Head of Growth at HockeyStack, 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 marketing 03:25 Data-driven decision making analogy 06:20 How Canberk helped Cognism grow revenue by 2.6x 10:35 What can you do with HockeyStack and why it isn’t just an attribution tool 17:06 Demand gen vs lead gen and revenue-driven marketing 23:32 Key insights from the 16 reports Canberk published and feedback on them 35:22 What most people get wrong about attribution and how to do it right 39:20 Inbound-led outbound, its limitations and evolution of outbound 53:07 SaaS magic number, end of GAAC era and VC landscape 58:34 Rule of 40 vs 33222 rule and why SaaS has become so inefficient 1:03:37 How to get go-to-market-fit in the efficiency era FounderVideo 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.io Increase 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 Companies 04:21 Sales & Digital Marketing Budget Allocation 10:15 How B2B Buying Works Today 14:30 The State of Signal-Based Analytics 21:57 Building Analytics from Top-Level Business Metrics 26:15 How to Properly Do & Measure Demand Creation 40:10 Key Levers that Grew Refine Labs to +$10M ARR 44:38 Current Signal-Based SaaS & Services Landscape 50:48 Passetto as a Consulting Firm, Not a SaaS Company 51:55 AI Optimizing Outbound Cadences 54:33 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.io Increase the profitability of your LinkedIn Ads - book a free strategy call today.

In this conversation, Will interviews Sam 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.io Increase the profitability of your LinkedIn Ads - book a free strategy call today.

In this conversation, Will interviews Frederick Vallaeys, CEO of Optmyzr and one of the first 500 employees at Google. They discuss Fred's experience at Google, the evolution of PPC, and the impact of AI on search. They also explore the future of search engines and the role of social media in providing high-quality and trustworthy information. In this conversation, Fred Vallaeys discusses the importance of decentralization and customization in advertising. He highlights the use of chat GPT to build customized language models for each client, allowing marketers to tailor their messaging and strategies. Fred also introduces Optimizer, a tool that helps advertisers save time and improve campaign performance. He explains how Optimizer automates tedious tasks, such as campaign setup and optimization, and provides features like PPC insurance and social media rule engines. Fred shares his vision for the future of Optimizer, emphasizing the goal of making marketers better through technology.

TAKEAWAYS:

- Fred Vallaeys was one of the first 500 employees at Google and played a key role in the development of AdWords. He later founded Optimizer, a PPC management software.

- The evolution of PPC has made it easier for small businesses to advertise, but professional marketers need to differentiate themselves by providing valuable insights and data to machine learning systems.

- Generative AI, such as GPT, has the potential to change the search landscape, but the number of conversions will remain constant. Advertisers need to adapt to new buyer journeys and provide valuable information to machine learning systems.

- Social media plays a crucial role in driving new demand and influencing consumer behavior. However, the trustworthiness of information on social platforms needs to be addressed.

- The future of search engines may involve a combination of generative AI, social media, and decentralized platforms that cater to specific niches and provide high-quality and relevant information. Decentralization and customization are key in advertising to tailor messaging and strategies for each client.

- Chat GPT allows marketers to build customized language models for their clients, improving communication and campaign performance.

- Optimizer automates tedious tasks in campaign setup and optimization, saving time and improving efficiency.

- PPC insurance feature in Optmyzer helps preserve budget and prevent wasted spend on ad platforms.Social media rule engines in Optmyzer enable advertisers to automate actions and optimize campaigns on platforms like LinkedIn and Meta.

- The future vision for Optmyzer is to continue solving real problems for marketers and providing innovative solutions to improve campaign performance.

FounderVideo Podcast Ep. 10: Frederick Vallaeys, CEO of Optmyzer (https://www.optmyzr.com/)

"The Evolution of PPC and the Role of AI"

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

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