0 to $1M ARR with... case studies? 🤔

Pretty weird right?!

Our latest guest, Rob Snyder, brought up an interesting topic:

The best tactic for early-stage founders isn't fancy demos

…or hiring more SDRs.

It's just a case study 🤯

Rob's seen this work for around 50 companies that bagged their first 10 customers.

He simply says -

 "I don't know if we're a fit. But let me walk you through a customer case study. You tell me how you're different."

Why does this work?

1. It's low stress (no pushy sales tactics)

2. The case study gives away immediate proof

3. It helps you find your "hell yes" customers

The best part? You can implement this in AN HOUR. 🕐

Curious about the exact structure?

The full episode is waiting for you!

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60% message-to-meeting rate on LinkedIn DMs? 🤯
Well, here's what Chris Walker's NOT doing:

❌ Finding the "perfect" sender (with fancy credentials)
❌ Crafting random offers (Amazon vouchers anyone?)
❌ Complex outreach sequences (to be forgotten)

Instead, he's playing the long game:

✅ Deeply understanding his customers
✅ Building a great product with real value
✅ Investing time posting on social media
✅ Becoming a thought leader
✅ AND THEN reaching out with a solid purpose

Building a strong foundation
BEFORE sending even a single DM is what he did right.

No fancy tools.

No big budget.

Just pure value and conviction. 💪

Even now, Chris only reaches out when he's 100% sure he can deliver 10x ROI.

That's the magic you just can't get with formulas & templates.

Want to implement this yourself?
Don’t miss this episode

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Every B2B SaaS company has a podcast. 🎤

You get a subject-matter expert.

They talk for an hour on topics that interest your ICP.

Your brand grows.

It’s a win-win for all.

Yet 48% of the audience leave the podcast mid-way.

Why?

They want the meat of the podcast ASAP.

1 hour is a long commitment.

Madhav (Head of Marketing) was quick to realize this.

He experimented with something new.

He created a 5-min video series on LinkedIn, Youtube and Meta.

He cuts the fluff and asks 5 questions.

Each of these ties to their product in some way.

Why does this work?

1.⁠ ⁠Low penalty of consuming bad content

2.⁠ ⁠Caters to low attention span

3.⁠ ⁠Easily sharable

Results?

100x more views!

These consumable bites are 🔥

In 9 weeks, they saw an increase in the sales pipeline!

He explains his entire strategy in 37 min.

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You spend $$ on paid media.

Yet your landing pages don’t drive pipeline.

Where are you going wrong?

We asked the OG Tas Bober and she answered.

(Her answers compel you to rethink your entire strategy)

Unless you’re living under a rock, you already know who she is.

In case you don’t, she consults B2B SaaS companies on their landing page and paid ads strategy.

She talks numbers and drives results.

Her clients see 2-3x conversions on their landing pages.

She applies a few B2C CRO principles to B2B.

Want to know how her conversion framework?

Listen to the podcast.

I guarantee you won’t look at your landing pages the same way.

I was constantly scribbling notes on this podcast.

You will too!

Especially, if you’ve a difficult ICP:

DevOps, Security Teams, Engineers

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Only 5% of your ICP is in-market.

95% aren’t even aware of your category.

How do you generate demand for such a big chunk?

We asked and Madhav (Head of Marketing at Storylane) answered.

He is in this exact situation.

He is generating demand for a category that’s brand-new.

His goal?

Go from 1 to 10 million ARR.

He figured out 3 demand-gen strategies that work wonders:

1. Capture existing demand from an adjacent category.

2. Hang out where the customer is

3. Build on insight-led content

   
   

Madhav breaks down all 3 strategies in the podcast.

Know the best plan of action for demand gen.

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Webinars are on every marketer’s to-do list.

But no one knows how to run it.

Either no one shows up or the wrong folks do.

But Mason here is an exception

Every quarter, he conducts a webinar.

The meeting is full of his ICP.

Just his ICP.

He bags 8 deals with an average value of $30,000.

How?

He has a pre-webinar and post-webinar process.

Pre-webinar

1. He connects with the right-fit customers on LinkedIn.

2. He reaches out to highly targeted accounts.

3. Sends an invite for the LinkedIn event.

During the webinar

1. He figures out the exact pain points of the target audience.

2. He delivers his expertise on those concerns.

(Of course, this relates back to his service.)

Post-webinar

1. He creates dedicated landing pages for each account.

2. He follows up 1-to-1

Yes, this is pretty time-consuming.

If you start from scratch, it’ll take to months to figure out the process.

So, don’t.

Listen to the podcast and hear Mason talk about his strategies.

He has an 8-page process doc.

He builds the entire thing in a day.

Runs it for 6 weeks.

Don’t reinvent the wheel.

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$25,000 deal closed in 3 weeks.

Using the channel… wait for it… SEO.

Don’t believe me?

Let’s make this harder to believe.

They also added another $100,000 in qualified pipeline. 😏

These are real numbers Cacheflow generated.

They saw initial rankings in 3-4 weeks.

and got their first customer in less than 6 months.

Riley (Director of marketing) is spilling the beans.

In 26 minutes, we talk execution.

Basically, everything you need to get results like these.

If you liked this snippet, you’ll ❤️ the podcast.

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Less buying friction = Shorter sales cycle

How short, you ask?

50% shorter, says Natalie (Head of Growth & Operations).

I’m sure there are many best buying practices.

But here are the 3 proven ones:

1. Ungated product experience (interactive demo)

2. Public pricing

3. Easy demo scheduling

Natalie spent 1 quarter solving each.

She only bought 2 tools: Chili Piper and Clearbit

If you want to know her exact process, listen to this 28-minute podcast.

Don’t miss this if you’re:

1. SaaS company

2. Sales-led

3. Your demo scheduling process has friction.

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Building a partnership program is tough.

Building one that's profitable, fast… is hella tough.

Not for Cory.

He onboarded 42 partners in 3 months.

A good number of them started sharing referrals almost immediately.

Not only that, he also:

1. Fully automated the partner acquisition pipeline

2. Launched a new partner hub learning center

3. Developed #outreach sequences for partner acquisition

   
   

What was his game plan?

He set up a….okay, just listen to the podcast.

He talks about everything he did in 90 days.

Plus, his strategy to drive $850,000 in ARR next year.

All of this using:

1. Very low software costs

2. Just a 3 member team

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Nemanja closed 63 deals in 1.5 years.

All LinkedIn inbounds or referrals.

How?

He took the best B2C strategies and used them in B2B.

This was no joke.

It required some convincing.

And boy....did he go big?

He proved his strategies to 200+ #startups.

And then…there was no looking back.

What’s his best strategy?

Guess you’ll have to watch the #podcast.

Hint: Content Creation.

No, not your run-off-the-mill 20 blogs/month kind of strategy.

But actionable steps on:

1. How to create content pillars

2. Ways to distribute content

3. How to choose the right content metrics

4. Ways to document your story

   
   

He covers every aspect of content ideation, creation, and distribution.

— Ishaan “loves the name Funky Marketing” Shakunt

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Mason used popcorn…

to re-engage 25% closed lost deals.

How?

On the surface:

He used the power of popcorn and puns.

Sent popcorn to closed lost deals with a note:

“Hey, we’re popping back in. Wanted to see if now is a better time.”

Here’s what is interesting to me:

It’s not that simple.

Mason has perfected every step of the process.

Everything from setting up the CRM for this to when to buy the goodies.

The result?

8-12 additional closed lost deals reengaged. (Mic drop!)

This is one of my favourite episodes to date.

Mason shares every detail on how to set up this strategy.

Spend ~30 mins on this episode.

C’mon, get the commission you deserve.

What if life doesn’t give you second chances?

A popcorn tin does. 😂

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$100,000 in sales in 1 hour.

Not clickbait, just the power of webinars.

Everbody does webinars.

Check your inbox.

You probably have unopened webinar invites.

This is the current playbook-

Promote:

1. Promote is a little on owned media.

2. Maybe also promote it via ads or cold emails.

Present:

1. Show something hopefully valuable?

Pester:

1. Bombard with follow up emails.

2. Or worse… start calling people up.

They’re intrusive and inefficient.

But Meenank did magic in 1 hour.

That too, on Black Friday.

The day the entire world is selling you something.

So, what did he do differently?

Sneak Peek: You don’t need $2000 and 6 months of planning.

All you need is:

1. 1 month of prep

2. 6 people to implement

3. 0 $

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18 leads in 1 quarter vs 1-2 leads before?

Yep, that's what happened when AJ Wilcox tried LinkedIn's new thought leadership ads for his healthcare client.

Here's what he knew:

• Client: Healthcare space, huge deal sizes

• Challenge: Small budget, but each lead is 💰💰💰

• New strategy: LinkedIn thought leadership ads

The results? Mind-blowing.

These ads ran 5-10x better than anything else on LinkedIn, at just 1/5th the cost!

These results weren't instant of course.

Initial weeks saw ZERO leads,

but it started picking up and then BOOM!

So, why did it work?

Because people engage with other people and not companies.

It's all about that personal, relatable feel.

The damage? Less than $15k for the quarter. The pipeline generated? Way, way more. 📈

Want to know more about this strategy? Check out our latest episode!

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If you know martech, you know Scott Brinker.

Yes, the Editor of the chiefmartec.com blog.

He talks about the intersection of marketing and tech.

This passion project is now his brand identity.

It follows him everywhere he goes.

But how did he build his personal brand 12 years ago when… it wasn’t even a thing?

Our podcast answers this.

He talks about:

1. His thought process

2. How he grew the blog

3. His current process

Who will it help?

1. Entrepreneurs trying to establish expertise

2. Content teams of SaaS startups

3. Anyone building a personal brand.

If you’re either of these, don’t think twice.

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Competition is higher than ever.

Budgets are being cut.

Profitability is not optional.

SaaS marketing is getting tougher.

There's one thing everyone should do.

Funnel optimisation.

I predict you'll hear everyone talking about this.

We can keep optimising existing funnels.

But, we can also change the game.

What if showing the product didn't happen at the end...

But at the beginning?

How would that change your marketing?

How would that change your bottom line?

Natalie (Head of Growth & Operations) shares:

1. Exactly how she implemented it

2. How much she spent

3. What the team that implemented this looked like

4. What she would do differently

5. Who else can do this

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$65,000 in pipeline. 0 spend.

You: “It must have taken a lot of work.”

Riley: I hardly spent a day doing this.

You: “I’m sure it burned a hole in your pocket!”

Riley: Lol, not even a penny.

You: “You must be joking”

Riley: Did I stutter?

His ICP.. sells to his ICP.

He added a button in the tool.

The tool? Cacheflow’s quote-to-cash platform

This button was visible to the customers of their customers.

Took him less than a couple of hours of work.

Simple changes.

Low-cost tactic.

Riley(Head of Marketing) shares:

1. Exactly how he implemented it

2. What he would do differently

3. Who else can do this

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Retargeting: everyone knows it.

But does anyone really know it?

We’re talking about stuff that most people just skip over.

And the stuff that we marketing geeks don’t always share (c'mon, we all have our secrets!)

But the latest TLDR episode with Jonathan dives deep into an RT strategy that actually got results.

We discuss everything from building the right audiences to creating the right content.

Ready to find out our not-so-well-hidden secrets?

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30+ reviews + 2 weeks of sales calls scheduled through 1 LinkedIn post.

Well, AJ Wilcox wrote a post on LinkedIn. The offer was simple- to audit ads. But every agency offers a free audit.

So…..he did something different. Instead of calling it a free audit, he attached a cost to it.

The cost? Leave a review for them.

It worked so well that he plans to run it as #ads. And there, you have it:

1. An evergreen funnel

2. Incoming reviews

3. Sales calls booked without any outreach
   

It took him 3 weeks of prep + 1 busy week of replying to those leads. Plus, the bandwidth of the Sales Head and a marketing consultant to build out the lead magnet and the funnel.

Want to get more reviews for your service/product? Listen to him talk.

If you have a good offer, I bet you can implement his strategy.

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Every founder says, “Let’s do what Adam does”.

But what does he do?

He runs 2 SaaS companies:

Retention.com at 22 million ARR

RB2B at 1.35 million ARR

He implemented a freemium strategy and bootstrapped RB2B to 1.35 million ARR within 17 weeks of launch.

The freemium strategy = RB2B is 100% free forever for some users.

In the beginning, this cost him.

He got 3000 users in a couple of weeks.

How many of them were paying customers?

Just 15.

What did he do to recover?

Did this strategy work?

How does he even make money if his product is free forever?

How sustainable is this pricing model?

He answers these and more in our latest TL;DR episode.

He’s THE most requested guest!

If you’re into SaaS, don’t miss this.

It’s not every day you hear a SaaS leader talk about their 💲strategy.

Btw, did you know what company inspired him to follow a freemium strategy?

Hint: It’s an email automation platform

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95 leads from 15-20 BoFu articles? No one….except @Lashay Lewis.

What did @Lashay do differently differently?

1. Spoke to the teams involved in creating these blogs: Product, Marketing, Sales, and CS.

2. Didn’t stop at the blogs. She turned those insights into Comparison pages. (rarely do companies do this)
   

She pulled it with 0$. And no new tool. (Just used @Ahrefs for keyword research)

How many people did it take? 2 - just her and another content marketer.

Feels too unrealistic? Good, watch the podcast and know her exact process.

This episode is for those who think:

1. SEO is dead

2. Content marketing is dead

3. Marketing is dead (and can’t get good leads)

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The most common question founders/marketers ask me: “How to get G2 reviews?”

I didn’t have the right answer until this episode with @Nick Bennett.

Co-founder of @TACK and @ClubPF He drove 83 #G2 reviews in 3 days at 0 cost!

Here’s how:

1. He made a list of users who filled out an MPS survey in the last 90 days.

   (He emailed 310 folks.

   I did the math: He got a frickkin 24% conversion rate 🤯)

2. He shot them an email. Of course, no mass emails or AI-generated ones. (The message was very simple and playful.)

   
   

Yep, that’s it. He waited for people to send him a screenshot of proof. And so many did!

This seems too easy to be true. The key here isn’t in the steps but in the nuances.

For example, what’s the message you need to send? Can you offer something in return? Should you only target users who rated you highly in the MPS survey?

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Ryan and I work in ad agencies.

Refine Labs & Spear Growth.

We’ve audited 100s of Google ad accounts.

So, we decided to turn this TLDR into a discussion.

Note: This episode is not for beginners.

We share examples of our clients’ campaigns including some of the coolest experiments we’ve run.

We especially focus on how we've reduced CAC.

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5k/month ad spend = ?? pipeline

Ryan generated 700k in pipeline 🤯

This wasn’t always the case.

His client had been running Google ads for the last 12 months.

They got 900 leads!

Guess how many converted?

Then, Ryan (Senior Performance Marketing Manager at Refine Labs) took over.

They had a limited budget, so he set up 5 tight campaigns.

For the first 3 months, nothing really worked.

Then, 5-figure deals started coming in.

All through non-branded keywords in Google ads.

What did he change?

A lot.

Things didn’t work.. till something did.

In this case, setting up audiences for search worked.

He was able to target B2B users much more accurately.

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8000 leads at just $5 each? 

Yep! This YouTube strategy from Ryan Deiss is something you just cannot miss.

I mean seriously, look at these results:

🔷 Generated 8000+ high-quality leads
🔷 Reduced cost per lead by 70%
🔷 Grew YouTube subscribers from 3K to 20K
🔷 Shortened sales cycle from 355 to under 250 days

How did he do it?
With one 81-minute pillar video + five strategic supporting videos + targeted discovery ads.

What I love most is the simplicity. No complex marketing stack. No massive ad budget. Yet this method now drives a third of ALL their leads.

This isn't just for content creators. Ryan's proven this works for complex products with traditionally long sales cycles - perfect for B2B companies struggling with lead generation costs.

Sure, it takes some planning and quality content creation. But the results? Absolutely worth it.

Want to know exactly how Ryan executed this strategy? Listen to the full episode.

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I'm still geeking out over this conversation with Emilia (VP of Marketing, Userpilot). She shared their complete ABM playbook and - this is wild - it's EXACTLY the same strategy we use at Spear Growth! (I honestly thought our approach was unique until this chat!)

Here's a quick snapshot.

• LinkedIn Ads Spend: $57K

• Timeline: 3 months

• Result: $655K pipeline

The winning team:

• VP Marketing

• Head of ABM

• Performance Manager

• Demand Manager

• Marketing Operations Specialist

• And of course some design support

Tools they used: Just HubSpot ($2K/month) & LinkedIn Ads.
See? Nothing complicated.

Here's what I love: They tried this AFTER cold outreach failed.
(Sometimes plan B works better than plan A)

If you're a marketing strategy nerd like us, you'll love this deep dive.

Warning: We got super nerdy about the details in this one! 🤓

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$50,000 to $150,000 ACV in 12 months? 🤯

No, that's not a typo. 

Our latest guest, Gal Aga, just dropped the blueprint on how they scaled from $1M to $10M ARR in 2 years.

See, many think that you can just "wing it" with pricing, right?

But Gal went for a complete mindset shift:

• From selling products → to selling transformation

• From pain points → to strategic value

• From feature talks → to executive discussions

No new tools. No massive budgets. Just strategic thinking and careful execution.

Want to know exactly how they pulled this off? Listen to this episode!

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Reddit ads for B2B SaaS? 🤔

Quick, hide this from your conservative marketing director! 😄

In our latest podcast episode, Kamel & I go into the nitty gritties of launching Reddit ads,

…instead of LinkedIn.

If you have run ads for a while, you're bound to consider running Reddit ads & memes at some point or another.

This episode will show you why you should try running them to reduce your demand-gen costs…

by up to a whopping 57% 📉

Any company with an active audience on Reddit can easily replicate this.

Trust me, you don’t want to miss this episode!

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I'm genuinely excited about this one because Niall just shared something brilliantly simple (you know I love it when the simple stuff wins!)

Here's what's awesome:

• Generated £4M+ pipeline revenue

• Pure organic LinkedIn content

• Campaign-based approach

• No fancy tools, no paid promotion

The best part? This isn't just for the big players.

Niall's proven this works for:

→ Billion-dollar companies in their portfolio
→ Solo entrepreneurs
→ Everyone in between

What do I love the most? The strategy is so obvious, it's genius. No complicated frameworks. No fancy tech. (In fact, we might already be implementing it 😉)

Sure, it took 2-3 months to see results.
But that's after years of perfecting the strategy.

Want to know exactly how they did it? Listen to the full episode

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I'm genuinely excited about this one because Niall just shared something brilliantly simple (you know I love it when the simple stuff wins!)

Here's what's awesome:

• Generated £4M+ pipeline revenue

• Pure organic LinkedIn content

• Campaign-based approach

• No fancy tools, no paid promotion

The best part? This isn't just for the big players.

Niall's proven this works for:

→ Billion-dollar companies in their portfolio
→ Solo entrepreneurs
→ Everyone in between

What do I love the most? The strategy is so obvious, it's genius. No complicated frameworks. No fancy tech. (In fact, we might already be implementing it 😉)

Sure, it took 2-3 months to see results.
But that's after years of perfecting the strategy.

Want to know exactly how they did it? Listen to the full episode

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I'm still geeking out over this conversation with Emilia (VP of Marketing, Userpilot). She shared their complete ABM playbook and - this is wild - it's EXACTLY the same strategy we use at Spear Growth! (I honestly thought our approach was unique until this chat!)

Here's a quick snapshot.

• LinkedIn Ads Spend: $57K

• Timeline: 3 months

• Result: $655K pipeline

The winning team:

• VP Marketing

• Head of ABM

• Performance Manager

• Demand Manager

• Marketing Operations Specialist

• And of course some design support

Tools they used: Just HubSpot ($2K/month) & LinkedIn Ads.
See? Nothing complicated.

Here's what I love: They tried this AFTER cold outreach failed.
(Sometimes plan B works better than plan A)

If you're a marketing strategy nerd like us, you'll love this deep dive.

Warning: We got super nerdy about the details in this one! 🤓

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What if getting customer reviews was actually easy?

As easy as using real customer quotes from their own call recordings.

That’s what Laudable did for their client.

Instead of begging for reviews, they started saying: "Hey, remember when you mentioned THIS in our last call? Mind sharing a quick G2 review?"

The numbers:

• Got 1000+ customer stories in 4 months

• 400% increase in customer advocacy

• Reduced case study creation time by 5x

Basically, they let customers tell their own stories - with a little help from AI.

Want to know exactly how they did it? Listen to this episode.

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Things got weird today...
I ended up being the guest on my own podcast 😅

And for good reason.
See, we hit a number that sounds made up:
70% close rate. Industry-standard? 15%.
(Yes, it got so high, that we will now lower it 👀)

The truth? We didn't just perfect the sales process...
We built a positioning so strong, customers want to buy before we sell.

But here's what no one tells you:
Getting to this point?
Not cheap. Not quick. Not easy.

Want to know:

• Why we are trying to LOWER our close rate

• The expensive truth behind our "simple" process

• Why this works best with bold CXOs

Listen to this episode!

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Ever tried ethically hijacking LinkedIn networks?
No? You're not alone.

In my latest episode with Garret, we're diving into a strategy that no one really talks about:

Network Arbitrage.

You don't really have to build your audience from scratch.
Instead, identify thought leaders who already have your ideal customers...

Create content that their audience craves...

"Borrow" their network's attention 😉

You see, most LinkedIn strategies:
Create content → Pray for reach → Hope for leads

But with network arbitrage, you can:
- Map influential networks
- Borrow their audience (y’know, nicely)
- Convert their followers into your pipeline

The results?

Team: Exploded from 20 → 100+ people
Pipeline: Hit 8 figures
Endgame: Acquired by a global agency

Garret is now scaling this strategy across 30+ B2B executives.

Seriously, why spend years building an audience when you can borrow one? 👀

Want to know the juicy details?
Listen to this episode!

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Building in public - is it worth the risk?

When Adam co-founded Fibbler 6 months ago, he had one mission:
Build an audience before building the product.

So for 3.5 years, he consistently posted on LinkedIn,
engaging with his target customers.

No marketing budget.
Just authentic conversations.

Then, when it was time to launch…
Fibbler hit $100K ARR in just 180 days
Without spending a single dollar on ads
(so, yes the risk was worth it 😄)

By building Fibbler in public, Adam and his co-founder truly understood their audience's needs.
So when they built the product, the fit was perfect.

This is the exact opposite of the usual founder journey:

Build product
Search for customers
Pray for traction

Adam did it backwards:

Build audience
Understand customers
Build product for perfect fit

The result?
Instant product-market fit. Instant revenue.

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Imagine an ad created by Spear Growth,
but with your company’s logo on it.
Would you be more likely to click on it?

Yes! 

Unsurprisingly, it’s not very common.
Almost everyone thinks it’s too complicated.

But how hard can it really be?

That’s exactly what Tim Davidson and I discuss on this week’s podcast!

And we go DEEP!

✓ How do you attribute results?
✓ How to navigate LinkedIn’s minimum audience sizes?
✓ Can you get legal notices for using their logos?
✓ What kind of results can you expect?
(Spoiler: Around $483,000 in closed revenue 🤑)

If you sell to enterprises, this could be your next LinkedIn ads experiment.

You don’t even need fancy tools.
Just a LinkedIn ads pro, a cool designer, and you're set.

Want to crack the enterprise market?
Check out the full episode!

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At Spear Growth, we once built a massive partner program.

Around 40 odd companies from SaaS tools, VCs, agencies with complementary services - everyone you could think of was technically our “partner.”

Now how many leads did that generate?
Zero.

Looking back, it’s obvious: we were chasing quantity over actual traction.
Which is why Jason’s take on partnerships hit so hard for me in this episode.

Instead of launching some bloated program, he helps B2B tech companies build one partner play that actually works.

Here’s how:
✅ Pick one strategic partner, someone your audience already trusts

✅ Build them directly into your marketing campaigns (don’t just slap on the logos!)

✅ Spend 3–6 months enabling your sales team to actually sell with that partner

We’ve now restarted our partner program at Spear Growth with just 2 carefully chosen partners - and the early pipeline impact has already been huge. (We’ll share more on the “who’s” & “what’s” soon!)

If you’ve hit product-market fit, this kind of focused partner motion is one of the best growth levers out there.

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"We put bounties on our prospects…and generated $100K” 🤠

Tara just shared the most creative event marketing I've seen.

The challenge: Make a $40K booth sponsorship actually worth it.

Their solution? Create literal "WANTED" posters of 20 target prospects.

The offer: "Bring this person to our booth and you BOTH get a prize"

The results were shockingly good:

• $100K+ pipeline in just 3 days

• 50% of their targets actually showed up, booked meetings, and entered the sales cycle

It was a last-minute idea pulled together in ~3 weeks , with 2 people building the target account list (which was not easy!), and 1 designer making the posters (which was a lot of fun!)

Of course this only works if you have:

1. A physical booth (obviously)

2. High enough ACV to justify booth sponsorship costs (~$40K in their case)

3. A healthy sense of humor

Want the complete IRL ABM playbook? Listen to the full episode.

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A lot of marketers chase shiny new personas.
Very few ask: “Who are we overlooking?”

Turns out these “forgotten audiences” convert like crazy.

I spoke with Andy Groller, CEO of Dragon360, about how his team helped Snagit generate $280K in revenue in just 4 months, by going all in on a segment that hadn’t been marketed to in years: technical writers.

This wasn’t a viral stunt or a flashy rebrand.

It was a focused campaign built around one simple idea:

“These folks are overlooked, misunderstood, and doing important work no one talks about.”

So instead of pushing features, they made the audience the story.

Snagit became a tool built just for them, not simply another screen recorder.

Here’s how they pulled it off:

• Identified technical writers as a high-potential, low-competition segment

• Built messaging that actually respected their work

• Ran experiments across Meta, LinkedIn, Reddit, CTV & Spotify

• Tested landing pages, creatives, formats, and even UGC dayparting

One of my favorite parts?
They ignored trial signups as a success metric.
They tracked installs instead; something that showed real intent.

That’s something we do at Spear Growth too:
We call them Fair Shot Users - people who took enough action to give your product a “real shot.”

Result?

$280,000+ in revenue

1,100+ purchases

All in just 4 months

Andy’s approach mirrors a lot of what we believe in at Spear Growth: buyer-first creative, hands-on execution, and campaigns that actually map to revenue.

If you’re sitting on a product with misunderstood value, or an audience no one’s talked to in years, this is the kind of campaign that can punch way above its weight.

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How do you build $100M in pipeline without a massive sales team?
David Ly from Iveda had the best answer: 

Partner with someone who already has one.

After 20+ years of building cloud video and AI platforms, here’s what he figured out:

Big companies tend to move slow.

Which means, if it takes them 9 months to build something, David and his team can do it in 3.

They didn’t have the speed of innovation that David had gained from his experience with AI.

And he didn’t have their sales muscle.

He didn’t have hundreds of reps on the ground, or decades of buyer relationships.

So he flipped the script:

He gave them innovation.
They gave him distribution.

“Your big brother companies, they have the sales and marketing strength to do what we couldn’t.”

It’s a yin and yang setup.

The big players were missing an innovation department. David became that for them, and in return, they plugged Iveda into their distribution.

This is how he built a global reseller network that now spans the US, Europe, Asia, Africa, and the Middle East.

And no, it wasn’t easy:

- It took 5+ years of relationship-building, field trials, and proof
- A 35-person team working across all time zones
- And $35M+ raised to fund the motion

Now, they’re tracking $100M+ in pipeline, and possibly more by year-end.

If you’re trying to go global without going broke, do not miss this episode.

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With programmatic SEO you can create 100s of pages at once. 

When I started my career, I saw companies like Zapier, Canva and AirBnB see great success with this, so I dreamt of implementing this.

But when I tried learning, I only got vague information like:

1. Find keywords that scale (eg: "Hire fitness influencers in Dubai", "Top beauty creators with high engagement”)

2. Build a data base with relevant data about each

3. Publish your pages in bulk

Technically, this is exactly what you need to do. But it's not nearly enough information to implement anything.

In this episode, Usman and I go in depth discussing the nuances. Things like:

 "How do you structure programmatic SEO if you were starting from scratch? What would your step one, two, three be?

"Who do you think really owns the programmatic program?"

"Who wrote the content for the pages?"

“How much do you need to coordinate with the engineering/product teams?”

"How did you deal with indexation issues when making so many pages live at once?"

"What did the internal linking strategy look like?"

"When you do this and find a few pages that could rank better with manual tweaks (but would break the template), what do you do?"

"How do you prioritize which set of pages to build first?”

I don't know of any resource on the internet where you'll get this information in such depth.

Usman walks us through the specifics of him implementing a programmatic strategy for MoreDash.

There they saw 96% more traffic & 2x deals, 

all in 8 months.

If your product has untapped data and there’s consistent search demand in your category, don’t sleep on this play.

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2x engagement. 7x meetup turnout. 

All from simply asking people to pay!

Most people worry that monetizing a community will kill engagement.
Harsh proved the opposite.

He added a small membership fee, and in just 2 weeks:

• Engagement doubled

• Webinar attendance spiked

• IRL meetups jumped from 20 people to 150+

All because people actually had skin in the game

This did not involve any massive research project.
He just surveyed 20 members, asked why they would or wouldn’t pay, and used that to shape the offer.

“Once people started paying, they started showing up, because now it felt premium. Simple as that.”

If you’re running a community and afraid to charge for it, this episode will change your mind.

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Most writers are worried AI will take their jobs.
But Devin says CMOs should be way more worried.

In this episode of TLDR, I sat down with Devin; ex-CEO of Animals, consultant to B2B brands, and all-around content strategist; to talk about what’s really breaking in B2B content, and why the old playbooks are falling apart.

Tune in to hear us break down:

• The real reason most B2B content is bad

• Why the playbook era is over

• How SEO isn’t dead, but it’s changing fast

• Why CMOs are at risk

• The new content org model

• Why the biggest problem isn’t AI or SEO shifts, it’s leadership

If you're a CMO rethinking your content bets, a founder trying to build a smarter growth engine, or just someone who enjoys a brutally honest take on today's marketing, you’ll want to hear this one.

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Lead scoring is BS.

At least that's what I thought before talking to Jon Farah.

Here's the thing - I've seen too many companies do this: Marketing teams sit in a room.
"Website visit = 1 point.
eBook download = 10 points.
Demo request = 50 points."

Why those numbers? Because they “sound good.” 🤷‍♂️

Then sales gets these "qualified" leads and goes... "Why am I calling someone who never asked for a demo?"

But Jon just changed my mind.

He showed me how one of his clients converts 20% of top-of-funnel leads into sales-ready leads.

The difference?

Most companies only track fitness scoring (job title, company size). Jon adds engagement scoring across multiple channels:

• Email opens and clicks

• Page visits (weighted differently - homepage ≠ demo page)

• Social signals via Phantom Buster App

• Lead magnet downloads

Then here's where it gets interesting:

Instead of one generic nurture sequence, they create personalized journeys.

Downloaded a lead magnet? You get educational content about the problem.
Visited the demo page 3 times? You get competitive comparisons and some "why us" content.

They even have a whole stage for lost opportunities.
That 80% who didn't close? They get re-engaged with relevant content. Jon believes you can squeeze an extra 5% back into the pipeline this way.

Yea, I'm definitely implementing this for Chosenly someday 😏

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We just had one of the best-dressed guests on our podcast!

And while we didn't get to go deep into grooming tips, we did get to talk a lot about building a founder brand.

38 MQLs (in 1 month), with  >10% of revenue tied to the founder brand.

That’s the ROI Tony Jamous gets from showing up as the founder of Oyster.

When Oyster launched, they didn’t have a product yet. What they did have was a belief: distributed work was the future.

So Tony started posting on LinkedIn about remote leadership, hiring globally, and building Oyster in public.

Those posts turned into:

• Demand gen → prospects already knew Oyster before the product shipped, so the sales cycle was shorter.

• Trust at scale → Tony’s voice made Oyster credible in a crowded space.

• Inbound magnet → the 38 leads were sourced directly from his content, no ad spend required.

• Revenue impact → over 10% of sales can be traced back to his personal brand.
  
  

The way he runs it is surprisingly lightweight:
✅ One dedicated person on his team to run this
✅ A monthly call where Tony just answers questions, which ends up being the primary source of his content
✅ A mix of tactical insights, authentic stories, and raw behind-the-scenes moments

The lesson? People buy from people. Your face, your values, and your voice make your product more trustworthy.

Tony’s advice: don’t overthink it. Experiment. Share what feels authentic. And let your audience tell you what resonates.

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