For all the money, software, automation and artificial intelligence we have thrown at B2B prospecting, an awful lot of it still looks suspiciously like the system Aaron Ross popularized in Predictable Revenue: define the ICP, build the list, find...
Sales keeps asking for better leads.
Marketing keeps pointing to engagement, intent signals, downloads, and website activity.
Then everyone ends up in the same meeting wondering why so little of it is turning into qualified sales conversations.
The...
Most outbound emails are terrible.
In theory, that should make it easy to stand out. I mean, if everyone else is sending lazy AI personalization, generic compliments, and emails that somehow manage to say “I researched you” without demonstrating...
For the better part of the last decade, B2B marketers have been told that serious account-based marketing requires an expensive intent-data engine telling you which accounts are supposedly in market.
And for a while, those platforms were pretty...
Somewhere along the way, we decided the cure for ignored sales pitches was to prove we’d looked somebody up.
I’ve spent enough time on cold outreach to know what it feels like from both sides.
On one side, you’re the one making the calls. You’ve got your list, your script, and maybe you’ve even convinced yourself that if you just push through enough...
I’ve reviewed and torn down hundreds of LinkedIn ads over the past few years and most of them are missing one or more of these key components that actually drives leads for sales.
In a recent discussion with a client, their CEO asked a question that surfaces in many B2B companies once advertising budgets start to grow.
“Are these LinkedIn ads actually working?”
How much are you spending on LinkedIn ads that never turn into sales conversations?
