A2 Media

📌 Want to see some of our work? Click the video links below👇🏿
I run A2 Media. We’re a team of 8, and we help busy, lean B2B marketing teams create video content that drives pipeline.
💁🏿‍♂️ Our Website: www.a2media.ca 
📞 Book a chat: https://cal.com/ademolaadelakun/meeting

Reveal

Teaching the world how to do partnerships the right way. Through video and Nearbound.

Head of Video Production

Made Digital

We help online businesses build profitable and engaging brand experiences. 150+ merchants and counting.

www.madedigital.ca

Co-Founder & CEO

Alloy

Launch any integration for your business or customers in minutes with Alloy’s low-code, user-friendly iPaaS.

Partnerships Lead

Affirm

eCommerce Partnerships Lead

Partnerships Manager, Canada (PayBright)

Vagabond Cookies

Large, gourmet cookies delivered to your door once a month.

Co-Founder

Shopify

• Guided enterprise merchants ($350M+ GMV) on D2C best practices, industry trends, API & ERP support and social commerce strategies.
• Spearheaded the Merchant Industry Insights Project: built CS team’s credibility with merchants by providing high-value commerce content.
• Host of Shopify News: featured on Shopify’s twitter page, Shopify News is an external weekly social media round-up of product updates and company news.

Customer Success Manager

Vidyard

• Maintained a 95% retention rate across 97 active accounts ($500K GMV/account).
• Increased book of business to 500K (40% revenue growth) through upsell opportunities.
• Presented quarterly business reviews to C-level executives, VP’s, and Managers to outline KPI’s and growth plans.

The Art of Delivery

From appearing on CBC’s Dragon’s Den, to interviewing Leon Bridges, to performing magic in front of thousands of people, public speaking has changed my life. It can change yours too.

Public Speaking Consultant

Bedouin

• Recruited and managed Bedouin's sales team, closing $2M in 8 months.
• Worked directly with Bedouin's CEO to define the company's strategy on a monthly basis.
• Organized and facilitated 10 design thinking workshops for clients.
• Owned relationships with client CEO's directly, from conception through execution.

Account Manager

We help b2b SaaS marketers turn their video footage into leads | Founder at A2 Media | Ex-Shopify & Affirm.

📌 Most B2B brands don't lose to better products or services. They lose to better content marketing.

(We've got 1/3 client spots left for this quarter).

Hi, I'm Ademola! I run video strategy at A2 Media. We're an 8-person team that helps B2B SaaS teams turn video into a revenue-driving machine, with less than 2 hours a week from your team.

Here's what that looks like in practice:
→ Your sales team stops explaining the same thing 100x, because the content already did it
→ Your brand starts showing up in the feeds of people you want to close
→ Your pipeline fills with pre-educated prospects who already understand your value
→ Your content directly drives demos and closes deals, not just brand awareness

We don't make content for likes. 

We build systems that create leads, educate buyers, and position your company as the no-brainer choice.

We partner with B2B SaaS companies that have:
✅ $10M+ in Annual Recurring Revenue
✅ A Marketing and Social Team
✅ Camera-ready talent

Things we've done:
→ Okta: Built multiple video series → 20K subs + 1,000s of DevDay signups in months
→ Reveal: Built 4M+ organic impressions in new markets, resulting in acquisition by competitor
→ Nearbound: Reduced sales time to close by 50% with several targeted video series
→ Nice Commerce: 482% subscriber growth + multiple 5-figure deals through video content
→ A2 Media: Tripled inbound leads with audience-first video edutainment strategy

(We're also trusted by brands like, Chili Piper, Close, Openphone, and Sendoso).

Simply put: when you work with us, you won't need to explain your value on a sales call ever again. Your content does the selling.

Ready to turn your video strategy into content that actually drives results? Book a call with me.

www.a2media.ca

📸 Ademola Adelakun, MBET

Things I’ve actually heard on calls as a Black guy in tech:

“You’re so well spoken.”
“You don’t act Black.”
“I don’t see colour.”
“Do you actually talk like this all the time?”
"You're so professional."
“Was it hard growing up in Africa?”
“Is your dad in your life?”
“You like basketball, right?”
“How old are you? Wow, haha. You know what they say, black don’t crack”
”What’s good my brotha?”
“Word up, King”
“You’re one of the good ones.”
“You’re a fan of [insert rapper], right?”

If you’re on a call with someone and you catch yourself trying to confirm preconceived notions you have, please apologize and then hang up. 

Regards,
Your friendly neighbourhood Black guy.

P.S. Black people, what did I miss here that you’ve heard?

Ademola Adelakun, MBET

Our Videos Kick Ass for SaaS | We run your video marketing; you win more customers | 550+ videos created for clients.

It took me 11 years, and 14 attempts to build a great business.

Because sometimes that’s how long it takes.

We’re all obsessed with the idea of becoming an overnight success.

But we don’t put ourselves under that kind of pressure in 99% of other contexts.

As a baby, you didn’t learn to walk overnight.
You don’t learn a new language overnight. 
You don’t heal from heartbreak overnight.
You don’t recover from botching a magic trick in front of 3.1M people on national TV overnight (just me?)

So why do we expect to build the perfect business overnight?

Here’s what my journey actually looked like:

2014: Dreamed of being an entrepreneur.
2015: Pitched on Dragons’ Den Canada (got rekt).
2016: Got my Masters in Entrepreneurship.
2016: Realized I didn’t know anything about business → went corporate.
2020: Realized most businesses don’t know anything about business.
2020: 9 failed side hustles.
2020: First semi-successful one.
2021: Second semi-successful one.
2022: Burned out → quit everything → hauled ass/ran away to Mexico.
2023: Tried corporate again → remembered it sucks → quit in 4 months.
2023: Started a new business → Signed my first client → Became a full-time contractor.
2024: Signed more clients.
2025: Built a lifestyle business that lets me actually enjoy my life.

Took a minute, huh?

It makes me sad to see brilliant people give up on their ideas because they feel like it’s “taking too long.”

If you knew you were weeks away from a breakthrough that changed everything, would you keep going?

Probably.

So operate like you are.

Stay open-minded.
Talk to the right people.
Test things fast.

And don’t quit just because your timeline isn’t working out. 

Because it never does.

I’m excited to announce that I unknowingly am the engineer behind seamless payments millions rely on EVERY year. 

P.S. If you think we look alike, yes, you’re racist.

No alternative text description for this image

Running away from my problems in Canada, part 1. 

Hong Kong was magical. Next, the Philippines. 

P.S. Mom, Dad. Did you see that I put myself in my travel video for once? 👀

is anyone else's wrapped like, wayyyy too accurate??? 😅

A2 Media Wrapped (2025)

This is my latest masterpiece. 

No editing needed. For two reasons:

1. The subject Maggie Arai is stunning.
2. The sunset is also stunning.

In that order.

If you’re not following Maggie or that sunset on LinkedIn already, you’re missing out on peak vibes.

Why?

Just trust me bro.

📍Bangkok, Thailand.

P.S. I’m writing this post while on the back of a motorcycle to prove that I’m a local now (proof in the comments).

Today, I realized my old profile picture didn’t do A2 Media justice.

That’s why I spent $14.7M on a brand refresh.

I’m so excited to introduce: “i see u”

A profile picture that visually represents the watchful eye A2 Media keeps over all of your video marketing operations when we work with you. 

P.S. We’re now looking to raise a $14.8M round. My DM's are open.

In 2020, I started learning Japanese with one goal in mind.

Pull the world’s most epic prank on my friends. 

My plan was flawless: 

Step 1: Learn Japanese in secret for 1 year. 
Step 2: Host a big birthday party/gathering. 
Step 3: Fake a dramatic tumble and hit my head.
Step 4: Wake up “forgetting English” and only speaking fluent Japanese.

So I got to studying.

One week became a month.

A month became six months.

A year passed, and I still couldn’t speak Japanese even a little 😂

At that point, I gave up on learning in secret and decided to learn in public instead.

(That’s how I keep myself accountable. Tell as many people as possible about my goals).

Four years in, I finally felt comfortable speaking Japanese, joking, teasing, messing around… the way I do in English.

And once I realized I could finally express myself the way I wanted in Japanese, I chose a new goal…

Mess with as many Japanese teachers as possible. 

With card magic of course. Nothing crazy.

I mean, it’s only fair right? 

I couldn’t mess with my friends in 2020. Someone has to pay.

Learning Japanese has been one of the most humbling journeys of my life.

And there will always be things I need to learn.

That said, if I’m going to keep going, I might as well have fun with it - right?

Enjoy the video :). 

P.S. If you speak Japanese, DM me! Would love to chat with you 😁

My Fiancée (Maggie) is kicking me out of the house.

And the reason is pretty stupid if you ask me.

Picture this:
You've just had an amazing breakfast.
You're co-working at the same table as the love of your life.
The sun is shining.

And then *boom* you get a calendar invite.

All it says is, "Mastermind dinner."

And you think to yourself, "Omg, is this a date night where we talk about our business goals for 2026?" 😍

“What should I wear to this? I’m so excited!” 

Just as your heart is swelling with excitement she looks at you and says...

Her: “Did you get my invite?”

Me: “Yes, my love - I did! Where do you want to go to chat about our goals?”

Her: 😬

Me: “What’s up?”

Her: “Actually, this is a dinner I’m hosting for the ‘Founders who give a F*ck’ group. Are you able to find something else to do that evening?”

Welp.

So, the thing is… I’M not allowed to go. 

But if you’re reading this - there’s a chance that you're allowed to.

This is an exclusive group for founders that:
1. Have a mission-driven business (think: making people's lives better)
2. Believe in collaboration over competition
3. Know the best way to grow is with support and community 

It’s happening on December 17th, at MY HOUSE at 6:30pm.

Will someone let me know how it was?

I will be at Chipotle.

📌 Link here: https://lnkd.in/gqtncNBm

P.S. Even if you don't live in Toronto, apply for future versions. They'll be online, and I STILL won't be invited to those apparently.

I just learned a new magic trick. Thoughts?

Jokes aside, A2 Media’s tech stack and offer is about to be insane.

So what does that mean for our clients?

We’ve spent years mastering visual storytelling, editing, and all the invisible things that actually make viewers pay attention and learn to trust you.

Now combine that with AI tools that help us lean into those strengths and create more efficiently?

Things are about to get really interesting.

If you're looking to hit the ground running with video content that not only looks amazing, but actually wins customers, you're going to want to work with a team that’s done this many, many times before.

You need to make videos that position your brand as the obvious choice. 

Work with us 👉🏿 https://www.a2media.ca/

We’ve had a massive surge in inquiries this quarter, and we won’t be able to take everyone on. We’ll be choosing best-fit partners over the next couple of weeks.

P.S. Want to see our clients and results? Link in bio.

Last week, I spent $14.7M on a company rebrand.

This week, I’m quitting A2 Media to live amongst elephants in Thailand.

Jude, Patricio, if you’re reading this - split the company 50/50.

My lawyers will be in touch.

If you have questions and you need to contact me, don’t.

I’m one with the forest now.

Running away from my problems in Canada, part 2.

I finally got to meet part of my team in the Philippines! 

And somehow they’re even cooler in person.

Of my 5 weeks in Asia, the three days we spent together were among the most memorable.

We all flew to Cebu, grabbed a beautiful villa-like Airbnb, and just… vibed.

Sun, food, stories, dancing, laughs. The good life.

I mean, look at how much fun we had together 😌

Your team is one of the most important, if not THE most important decision you’ll make for your business.

If you can find insanely talented people who are also genuinely good human beings, you’ll build things that you didn’t think were possible. 

We wouldn’t be anywhere without you guys, and I’m very grateful and blessed to have you. 

I miss you guys already. 

Let’s make 2026 our best year yet. 

P.S. Patricio Londaits, Jude A. Alonso, and Noel, you’ll be at our next retreat, yeah? 😁

You don’t know suffering until you’re one minute into a deep-tissue massage and realize you have to hold in a category-5 fart for 59 more minutes.

The last 5 weeks have been unreal.

From chilling in Hong Kong, to spending time with half of my insanely talented team in Cebu, to hanging out in my favourite city in the world, Bangkok, and even attending one of my best friend's weddings while I was there.

I couldn't have asked for a better reset. 

However, going from paradise and perfect weather to SNOW AND FREEZING TEMPERATURES IN CANADA HAS BEEN HARROWING.

WHY DOES ANYBODY LIVE HERE? EXPLAIN IT TO ME.

Anyways, Bangkok, I'll see you again in April :).

And who knows, we just might end up staying there long term 😉.

P.S. I need all of you to help me convince our families to move there. Petition coming soon.

LinkedIn: "We want to see more thought leadership videos."

Me: *Makes fart jokes*

PSA: Take a sec to slow down please. Do you like sunsets?

Cool. Take a sec to watch one with us, then go about your day :).

The point of a sales video isn’t to hype up your company.

It’s to change what your viewers believe. 

We all know hard selling rarely works.

And most teams are STILL hard-selling in their content… they just think that they're slick 😂

But c'mon, we both know that your viewers are smarter than that 😅

Sales videos that actually convert do these four things exceptionally well:

1️⃣ They speak to one person.

Not everyone, just your best-fit buyer. You’ve done enough research to talk directly to that person’s current reality. That’s the kind of magic that makes viewers say things like “This video is literally me lol” and then proceed to watch the whole thing. 

People love when things feel personalized, and when they come at exactly the moment they needed to hear it.

2️⃣ They meet your viewers exactly where they’re at now.

Their frustrations. Their confusion. The beliefs they’re holding today. The best sales videos start their scripts there. By showing your viewer that you understand them, and that you (or your customers) have been in their exact shoes, you build trust that you can actually solve their problems.

3️⃣ They break the misconceptions that keep people stuck.

Buyers need to see what happens when bad-fit paths are explored too. The tactics that flopped, the assumptions that weren’t true, the detours that wasted time. 

When you share the false beliefs you held (or your customers held) and how acting on them actually made things worse, the viewer feels their own beliefs start to crack. And once that happens, there's room for new beliefs in their mind.

4️⃣ They show what helped you and your customers change everything.

Once their old beliefs have shattered, you can show them a new path forward. A future your buyer actually wants. When people see their own story reflected throughout the entire journey of your sales video, they don’t feel hard sold, they feel understood. Then they realize something needs to change.... And that’s where you come in, my friend 😉.

There’s a name for this structure. It's called "The Epiphany Bridge 💡"

We implemented this about a month ago, and the results have been insane.

Our current hero sales video has a conversion rate of 30%.

So I’m sharing our full Video Sales Letter breakdown with you.

Because all of us deserve a sales video that actually sells, right?

Here's how you get it: 

→ Step 1: Tell me one thing you love about me in the comments. I'm a words-of-affirmation kinda guy.
→ Step 2: DM me. My auto-responder will send you the breakdown instantly. 

‼️ DM me before Saturday, December 13th. After that, the link disappears (My auto-responder only gives me 300 characters and I need that real estate for other things 😂).

Word of caution: Use this wisely. This is powerful stuff.

Are most Black Friday/Cyber Monday (BFCM) deals a scam?

If you don't think so, prove it: 

Link the most insane deal you’ve found this month in the comments👇🏿

Anything goes! Gadgets, subscriptions, kazoos. IDGAF. 

Let's all help each other out. 

This is all because I have a terrible habit of missing good deals, regretting it for a year, and then missing them again 😂.

NO MORE. 

I’ll start. A friend of mine told me about a ridiculous deal from Higgsfield AI. If you’ve been curious about AI video and you want to hit the ground running, try it out. It aggregates all of the best video AI tools currently out there. 

(This is not sponsored lol).

Link for the Higgsfield deal in the comments. 

P.S. If you’re the one running a BFCM deal, plug yourself below. 

P.P.S. I bet you're wondering who designed this graphic? It was me. I'm available for hire. Book me before my rates go up in 2026.

Helping SaaS build trusted content with third-party expertise • Co-Founder @ AudienceLed • GTM & Partnerships Operator • Your buyer trusts 👉 People, brands, and places they already transact with. Activate them.

I help SaaS revenue teams integrate third party expertise (the people, brands, and places) that influence their buyer to surround them (instead of spam them)  👉 where buyers already transact and spend their dwindling attention credits 👇

Buyers don’t believe brands as much as they believe the people, companies, & places they already work with and listen to.

That’s why your sales and marketing team need a network of trusted people in your ecosystem.

When you activate that network, you get:
👉Warmer doors opening faster
👉Higher win rates
👉Deals that close sooner
👉Bigger deal sizes

Proof I’ve lived this:
✅Built enablement programs that boosted partner retention by 70%
✅Created a partner motion that matched sales revenue with 1/3 of the headcount
✅Outperformed a full SDR + AE team using ecosystem plays
✅Scaled a business to $1M in less than 12 months → acquired

(And yes - I’m in the room developing relationships with the influential people your buyers already listen to.)

Activate an ecosystem-oriented modern go-to-market system that focuses on QUALITY and CONVERSION by:
1) Following me here for weekly systems sharing
2) Or DM me if you want me to show you how to:
- Map who your buyers already trust
- Layer partners into your GTM to build pipeline with less spend (without building any new systems)

Oh, I'm also writing a book on rewiring your mindset, which incorporates psychological, sociological, and philosophical concepts. Go-to-market with your market at www.audienceled.com

Will Taylor

📣Network! We need your support 📣. One of my closest friends woke up to difficult news about her mom. On October 26, Nelda called an ambulance due to severe stomach pain. A CT scan revealed a large tumour on her ovary, a smaller one on her pancreas, and a spread of cancer cells throughout her abdomen. After weeks of testing, praying, and waiting, she received the devastating diagnosis of Stage 4 Pancreatic Cancer.

Nelda is a fighter at heart and she is facing this with strength and courage. Pancreatic cancer is an aggressive disease that often shows no symptoms in its early stages, and by the time it’s detected, it has usually spread rapidly. Regardless of the treatment plan, pancreatic cancer often comes with a challenging prognosis.

During treatment, Nelda will be unable to fully tend to and care for Madison, her daughter with Down Syndrome. The current support options for adults with Down Syndrome are limited, with independent living waitlists that span more than twenty years. This has created a need for immediate and ongoing support for Madison while her mom focuses on treatment.

Nelda’s family is doing everything they can and would never want to ask for much from anyone, but the circumstances and logistics are complex and overwhelming. Many people have asked how they can help, so this GoFundMe has been created to offer support during a time when it is truly needed.

All funds raised will support Nelda through treatment and help provide care, stability, and future planning for Madison. I am Nelda’s niece, Brianna, and my goal is to help lift some of the weight off their family as they navigate this painful and uncertain time. Thank you for sharing, praying, and supporting them in this difficult chapter.

https://lnkd.in/gWds3qq6

We are almost at the goal. Help us get over the line.

LinkedIn probably won't like the link in this post, but it's important. Please if you read this share, comment, like, or at least send the gofundme link to someone you believe can help.

My grandma on my dad's side has beat cancer once (and another time very soon)! It is possible with the right treatment, support, and attitude.

My grandpa on my mom's side passed due to cancer in 2001.

I don't know much about it, but when my friend shared it's stage 4 pancreatic cancer... my heart dropped.

If you have anything to give, your support means the world.

Happy Thanksgiving to my American friends ❤️ 

And thank YOU for anything you can do.

Helping SaaS build trusted content with third-party expertise • Co-Founder @ Audienced • GTM & Partnerships Operator • Your buyer trusts 👉 People, brands, and places they already transact with. Activate them.

Open article: Donate to Help Nelda Meinen fight Pancreatic Cancer & support Madison, organized by Brianna Kampman by gofund.me

Donate to Help Nelda Meinen fight Pancreatic Cancer & support Madison, organized by Brianna Kampman

(8/30) The entire process of working with external voices. Step-by-step to execute effective relationship management. A no B.S. tactical content series:

1) Sourcing
Find the right people, brands, & places to work with.

- Leverage custom GPT with ICP context & organizing the information into a table (to copy & paste into a sheet)
- Find complementary brands, their existing partners, who is mentioned online, scrape their websites, & return back the data
- Enrich with a lookalike to capture the entire TAM of the ecosystem
- Enrich further with the specific people at each entity (tech, agency, podcast host, media company, etc)
- Validate by message-fit. Do they talk about/serve the same people? Find out through customer stories, trends they talk about, listed logos, & generally where THEY are showing up (sponsorships, events, etc.)
- Reach out to them with a gift first (invite them into the content campaign)
- Messaging should be custom to each category, deployed multi-modal (LinkedIn + email to start)
- Ensure the list is regularly hit in a multi-step cadence. Rotate them into other mediums if unsuccessful.
- Record an interview for most robust content that you can guide/control to fit your narrative.

2) Production
Take the context from the recording & create everything you can.

- Set the initial strategy to direct towards a common goal, & one that empowers your company.
- Ensure there is a "story" being captured, but ask for the information in multiple ways.
- Frameworks. Methodologies. Step by steps. Workflows. Anecdotes. Stories about outcomes. What's the one-two-punch?
- Analyze & find the best moments. Turn those into snippets. Enrich the snippets with more research, back with your data + industry data. Create the content.
- Make this a content factory line. Each step leads to the next. A person owns each part of the process. Make it easy & efficient.

3) Delivery
Deploy the content that's created & amplify. Fully integrated approach.

- Get approvals first from the third party. Ask for necessary consents.
- Make it so easy they can copy & paste. Tell them what, when, & where to distribute. Leave little room for thinking. If they want to give you feedback they will.
- Ensure there is a content calendar internally. How is it distributed on web, social, ABM/nurture campaigns, etc. What about ad dollars? What about your sponsorships - can they promote it too?
- Re-integrate the content over & over: Once you have enough, create a round-up of the expertise. Dedicate a newsletter. Re-feature them on an event or podcast.
- - - - - - - - -
This is a series dedicated to helping marketing & partnerships teams execute with excellence. No gimmicks. No fancy hooks. 

I’m Will, passionate about making markets move together & producing results. I’m the Co-Founder of AudienceLed, a demand gen marketing agency producing pipeline with existing spheres of influence & third-party expertise.

Please criticize this content or ask me questions. I’m here to help.

(10/30) Our exact templates to motivate action. Partners act when the path to success is clear. Make it simple. A no B.S. tactical content series:

For outreach:
*We do outreach on LinkedIn (and soon email)

Connect request:
Hi NAME, we're working with a client to feature experts like you on a content series highlighting the best minds in INDUSTRY. You're someone we should highlight, can I share more info?

👉 Why it works:
- Approaches them with a gift: "be featured"
- Specifies them as an expert
- Simple yes/no ask

Follow-up to a very often "yes":
It's with CLIENT (our client) and the process is simple: one 30 minute recording session and that's it. After that, we produce a blog post, short + medium form video, social posts, and more that they will promote. We also enable you to promote.

Mind if I email you more details and the prompts for the series?

👉 Why it works:
- Answering questions upfront (high level, client, etc.)
- Positions time in vs outputs as compelling
- Time / ask is clear and not extensive

Email to send more info:
Subject: Featuring you in CLIENT's content series

Hey NAME - We’re excited to include you in the thought leadership series with CLIENT. Here’s more info:

This is NOT promotional for the tool
This IS focused on story, workflow, and narrative-driven content
The process is simple: a 30 minute recorded call that we prepare you for (that's it!)
Our team edits and ships you assets to approve, as well as enablement to make it easy for you to share to your audience
CLIENT will promote to their audience via newsletter, blog, ads, social, and more

Here are the prompts for the series: GDOCLINK

Would you like to be featured? If so, grab a time here to record: CALENDLYLINK

*We also send a follow-up on LinkedIn the email it came from and asking a question of: "Did you receive it?"

👉 Why it works:
- Prompts them to respond that they received it
- Gathers their email but also organizes the info better in that email
- Allows for cleaner linking, another place for follow-up, and can answer more questions ahead of time

For delivering content:
Subject: Your CLIENT content is ready! 

Hi NAME - Thanks again for recording content with us! Your content is ready for posting 🎉

Content 1: ASSETLINK
Post copy you can use/edit as you wish: LINKENABLEMENTDOC
👉 Date to post: DATE

Just a few yes/no questions for you:
Any necessary edits on the content?
Do either of the above dates work for you to post on your LinkedIn?
Is it okay for CLIENT to put thought leader ads to your post?

Let me know if there are any questions. Looking forward to getting this content out with you!

👉 Why it works:
- Clear linking to assets
- Recommending a date to share
- Giving them something they can copy and paste
- Because it's their words (literally in the recording) they are more comfortable sharing, we simply packaged and made them look good in the content!

*After they confirm (or request edits, which we fulfill!), we send an invite as a reminder.

(9/30) "How do you make them take action?" The most common question around working with influencers & partners. It's simple. A tactical content series:

Make it so easy they would be foolish not to take action.

Here's how we execute "Delivery" in our 3-part process.

1) Do the work for them

Seriously. Why would anyone act on behalf of you? Maybe if you pay them, but even then the output won't ever satisfy what you want to accomplish.

Pre-write the message. Write the copy of the content for them. Show up with GIFTS on a SILVER PLATTER.

Literally received an email today from a third-party we work with saying:
"I would just love to say we really appreciate how thoughtful and communicative you all are. We've worked with plenty of partners and it's just such a breath of fresh air to have everything be so streamlined for us!"

The bar is low. But treating people well and making it easy is table stakes. Period!

AND IT MOVES THE NEEDLE.

People WILL copy and paste what you write for them. If they don't they will make minor changes as needed. But if it's in their voice and uses their words... it's hard for them to say no to hit "send" or "post".

Here's how: 
- Capture their words (through existing content, or a recorded call)
- Align their words to their (and your) joint-narrative
- Find the best moments and turn that into content
- Make it multi-modal. Video clip + blog post + social post + email message + Slack message + etc.

Then you will overwhelm them with value.

2) Make it clear who does what & when.

You can't just throw things at people. It needs to be organized. It needs to be direct. This comes with proper project management.

Give a specific date and time. Tell them who is doing it. @ mention them, CC them in, address them directly on a call.

If you do this with #1... they know when they need to do the copy + paste. 

Clarity drives action.

Read that again! Clarity drives action!

And if that action is a < 2 minute task... it will inevitably be completed.

Also, this reflects on your ability to HELP them execute. If you are the one helping them achieve their goals, they will prioritize you.

Here's how:
- Give them one place to go (a doc, a Notion page, a tool/collaboration space)
- Give them a date and time of execution
- Tell them who should be doing the task (directly)
- Direct them to the one place to go
- Clarify the actions with a summarized CTA
- Send them a calendar invite for when they need to execute
- Reiterate what happens when they do it (the outcomes they care about)

Your professionalism will impress them.

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This is a series dedicated to helping marketing & partnerships teams execute w/ excellence. No gimmicks. No fancy hooks. 

I’m Will, passionate about making markets move together & producing results. I’m the Co-Founder of AudienceLed, a demand gen marketing agency producing pipeline with existing spheres of influence & third-party expertise.

Please criticize this content or ask me questions. I’m here to help.

(7/30) The impact 3rd-party validation. Data, stories, & outcomes from working w/ people outside your company. A no B.S. tactical content series:

Last iteration I wrote about getting 5,000+ people to an event. Previously, we closed a $30,000 deal from content exposure from a third-party expert (attributed with organic mention).

These don't happen at the same scale, velocity, or conversion rate that direct provides. Here's why:

1) More distribution (less beholden to algorithms + limited owned channels)
- Open more channels to reach more of the TAM (attention-wise)
- You can even double-post back on your channel to re-use the content again

2) More trust (& less bias)
- Your marketer talking about what you do? Inherently biased. Likely not an industry expert.
- Another person outside of your company? Less biased. Likely more deep industry knowledge (including niche information)

3) Better brand (by association & the feel-good of making others famous)
- Everyone can promote their own thing. You can shout on the side of a street but not everyone will listen.
- If your brand becomes a platform for others to build off of... be it in their own revenue generation (or even just share of voice)... the more loyalty you'll build.

Who do you bring in? 
- In (5/30) I wrote about how to classify, research, organize, & incentivize third-party expertise.
- The people, brands, and places your buyer already trusts. That's your customers, the buyers themselves, complementary brands, formal partners, & more.

How you can think about this:
- Who do you trust more? The faceless brand? Or the influencer?
- When was the last time you purchased something just because a new product/brand was forced in front of you via an ad, search result, etc.
- Do you instead, go to your peers, influencers, reddit, etc. to make sense of a purchasing decision?
- Think... buying a car, choosing an accountant, etc. you need to FEEL trust. 

The outcomes (comment / DM for sources!):
- 2x higher conversion rates & faster deal cycles in partner-influenced deals
- In one example, Partner-influenced deals close 28 days faster than non-partnered deals.
- SDRs focusing on partner-led events find leads to be more responsive and higher-converting.
- Ecosystem-qualified leads from partnered content were ~100x more likely to close than cold ones in another example. 100x. That's 10,000% in percentage terms!

A co-branded ad campaign with 3+ partners drove:
- 971% more impressions
- 368% more engagement
- 1,806% more link clicks
- 314% audience growth

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Today's inspired by Kyle Lacy!

This is a series dedicated to helping marketing & partnerships teams execute with excellence. No gimmicks. No fancy hooks. 

I’m Will, passionate about making markets move together & producing results. I’m the Co-Founder of AudienceLed, a demand gen marketing agency producing pipeline with existing spheres of influence & third-party expertise.

Please criticize this content or ask me questions. I’m here to help.

Helping marketers ⬆️ conversion rates w/ ⬆️ distribution & high-trust content • CPO @ AudienceLed • Run better demand gen with those your buyer already trusts: The people, brands, and places that have their attention.

(11/30) Data points to help you rethink marketing. How marketing with others > marketing alone. Every time. A no B.S. tactical content series:

2x reach. 50% of the work (if you're efficient).

-Deals with partners attached see an 11.7% higher win rate.

-Influencer marketing returns up to $5.78 for every $1 spent.

-Partner-sourced deals come in 32% larger with a 2.8x higher win rate.

-Co-marketing campaigns can drive up to 40% higher ROI than going solo.

-63% of consumers trust influencer recommendations more than brand ads.

-In mid-market and enterprise SaaS, 35% of new pipeline is partner-influenced.

-As SaaS vendors scale, partner-led revenue often grows to 40–80% of total revenue.

-80% of brands reserve budget for influencer collaborations; 89% plan to increase it.

-Companies investing in ecosystem-led growth are 24% more likely to hit revenue targets.

-One-third of Gen Z has bought something because an influencer recommended it.

-Influencer-driven social helped make social media the world’s largest ad channel at $266.9B in 2025.

-AWS Marketplace sellers see 4–5x larger deal sizes and 133%+ growth in private offers with ~40% net-new business.

I've been sharing how you can see similar benefits, tactically, in previous iterations.

I can't quite seem to understand why anyone would do solo marketing ever again? I'm biased, so what are blockers/hesitations?

----------
This is a series dedicated to helping marketing & partnerships teams execute w/ excellence. No gimmicks. No fancy hooks. 

I’m Will, passionate about making markets move together & producing results. I’m the Co-Founder of AudienceLed, a demand gen marketing agency producing pipeline with existing spheres of influence & third-party expertise.

Please criticize this content or ask me questions. I’m here to help.

Which should you use? What about enrichment? Who do you need to engage to activate efficiently? These experts will help you navigate the hottest tech today.

🎙️ New to streaming or looking to level up? Check out StreamYard and get $10 discount! 😍 https://lnkd.in/gvmJwzWD

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