Bill Stathopoulos

Founder

👋 I'm Bill, and here's my story:

1. Building SalesCaptain, an Outbound & AI GTM agency for B2B SaaS to $3M+ ARR, while being a digital nomad for 4 years.
2. Authored a book - "Cold Email Secrets"
3. Scaled a Growth Marketing Agency to $1M ARR at the age of 28. Grew the team from 7 to 25+ employees in 3 years. Closed clients like Nestle, Revolut, GE, and the Singapore Airport.
4. Helped multiple startups go from zero to $5M+ revenue in 18 months since 2015
5. Trained 2,500+ Growth Marketers in the last 5 years
6. Built the speakers lineup for Ad World, with 50k+ attendees and 100+ speakers, making it the largest advertising conference in the world
7. Interviewed Seth Godin, Scott Galloway, Arianna Huffington, Rory Sutherland, the CMO of Samsung, the CMO of Hubspot, and 30+ world-class Marketing executives.
8. Published the book “Cold Email Secrets”, the bible of modern Outbound & GTM. 
9. Named “Top Lead Generation Voice” on LinkedIn in 2024
10. Became the Clay Club Host in London, leading a team of 15+ GTM Engineers

What you'll get working with me:
🧲 Your Go-To-Market (aka GTM) Strategy
🏀 Optimize your Marketing channels; make the most of your budget
🏆 Build systems for User Acquisition, Activation, Retention, and Revenue

Peace, love & growth ✌️

Bill

Co-Founder

We build and scale Outbound Sales systems that include multi-channel prospecting, lead response, and our cutting-edge processes to help you build your business.

Most people who call themselves GTM engineers won’t last the next 12 months!

That’s exactly why we built the SalesCaptain AI GTM Coaching Program.
For the next cohort, we’re opening one scholarship seat.
One person gets full access for free.
 
The market is already separating surface-level skill from real capability.

Knowing one or two tools does not carry a team anymore.
Budgets tighten, channels and tools change fast and last year’s plays are expired.
 
Running GTM now requires command of the full motion.
From data to message to campaign to pipeline. And from first signal to booked meeting.
 
The program runs for 8 weeks and I teach it myself.

We work through:
* Outbound structure
* Clay list building
* Campaign setup and copy
* GTM systems and infrastructure
* Operating as a GTM engineer inside a real team
 
We have weekly live sessions, a private Slack channel and all recordings included.
The scholarship gives full access to all of this.
 
To apply 👇 
Comment GTM and repost this post.

 
We’ll announce the selected participant at the beginning of December.
 
We’re training the next top 5% of GTM engineers.
This scholarship makes space for one more.

The program's link is in the 1st comment.
#aigtm #scholarship #gtmengineer #clay

CEO, SalesCaptain | Clay London Club Lead 👑 | Top lemlist Partner 📬 | Investor | GTM Advisor for $10M+ B2B SaaS

We walked into a time machine and saw what GTM looks like in 2028.
That’s what Clay Club Paris felt like.

After talking with Varun Anand (Clay), Charles Tenot (lemlist), Frank Sondors 🥓 (Salesforge.ai 🔥) and other operators in the room, the pattern were obvious.

The strongest teams aren’t arguing about tactics or tools anymore.
They’re redesigning their GTM in 2026 around these 5 values:

1️⃣ SYSTEM DESIGN
The strongest teams build GTM as one connected system. CRM, enrichment, outbound and reporting move as one. If people are still moving data manually between tools, no matter what you do, this setup won’t scale.

2️⃣ ACCOUNT STRATEGY
The best teams spend more time deciding who not to target than rewriting copy. Insisting on volume is nothing but a way of hiding weak targeting.

3️⃣ DATA
Pipeline quality depends on your data quality. 
Find unique data sources that will set you apart. Make sure your Outbound decisions are not relying on opinions, they must rely on signals.

4️⃣ PEOPLE & PARTNERS
- Great hires think in workflows, not tasks, they design how leads, data, and decisions flow across the team.
- The strongest partners run their own product in production (example: Clay). If they don’t trust it for their own GTM, they won’t make yours better.

5️⃣ COMMUNITY
A few hours in the right room replaces months of trial and error (that's why events like Clay Club matter). 
Make sure you invest in attending/organizing the right events and talking to real operators. If people travel to be there, you know that room matters.

If you want to build GTM the way the strongest teams do, tomorrow I’m sitting down with Davide Grieco, Clay’s Head of Growth.

We’ll walk you through how Clay (a $3B+ company) runs its own GTM internally. 
Prepare your questions, we're revealing everything.
Here's the link: https://lnkd.in/egmdt3uy

P.S. A Paris trip isn’t complete without a stop at lemlist. That team is exemplary of these GTM values.
Later, Julia Guenier told me the visit landed with them, and the energy after it was 🔥. That meant a lot :))

JSESSIONID

li_at

Sales Navigator

Talks about #saas, #startups, #coldemail, and #growthmarketing

A $30M SaaS CEO confirmed something to me that most GTM teams don’t want to hear:
AI isn’t making sales faster.

Last week in Bucharest, I spent an hour with Charles Tenot, CEO of lemlist.
Talking about the uncomfortable parts of building a real SaaS company.

What became obvious fast to both of us was this 👇 

Growth almost never stalls because of the market.
It stalls because companies stop building for customers.

Lemlist didn’t hit a wall because demand disappeared.
 They hit it because too much energy went into fixing systems,
and not enough into shipping things users cared about.

Charles walked me through a few decisions most teams won’t touch, but for Lemlist they changed everything:

- They killed SEO even though it worked.
- They stopped writing content they wouldn’t read themselves.
- They rebuilt the team around product velocity, not headcount.
- They treated brand like an asset, not a channel.
- They accepted the truth about AI: it looks better in RevOps than in real sales workflows.

In his words:
“AI looks great in operations. Sales barely uses it.”

And that gap explains most “AI transformation” failures.
We’re building software for teams that design workflows…
Not for the people who actually run them.
Until AI lives inside the rep’s day, not just inside the dashboards,
productivity will stay flat.

We also went deep on:
– Why traffic lies
– Why attribution rarely tells the truth
– Why dashboards don’t create leverage
– Why outbound is shifting from volume to precision
– And why CEOs shouldn’t fix problems, they should clarify them

This was a founder conversation about what breaks, and what actually fixes it. And I really appreciate his openness and honesty.

If you’re building SaaS, leading GTM, or trying to grow without getting lost… believe me, you’ll see yourself in this!

Full interview is live: https://lnkd.in/eznRgyTr

#lemlist #aiinsales

Last night we brought together 20+ GTM leaders for a private dinner in Bucharest 🇷🇴  on the sidelines of Tekpon AI Summit.

Lately, I’ve started making these small, private dinners a regular thing.
It’s my way of being focused on real conversations with the people running GTM every day, and staying close to the actual operators, about what’s working and what’s breaking and what they're doing next.

Here are some key points from the conversations we had:

- AI is forcing org design changes. GTM teams are getting leaner, more cross-functional, and structured to ship faster (not just operate faster).

- Outbound in commoditized markets needs more than volume, strong positioning and localization are becoming (the) real differentiators.

- Scaling product-market-fit isn’t one playbook. Early-stage teams need speed and a sharp narrative. Later-stage teams are solving for specialization, structure, and focus.

I love these insights because they come from unscripted conversations between people actually building.

Next dinner is in London on Dec 2.

Thanks to everyone who joined the table 💚 
Frank Sondors 🥓, Mike Korba, Ciprian Vlad, Cristian Dina, Robert Jackson Batiste Pasquet, Ignacio Villanueva Martin, Catalin Gealapu, Robert Strobl, Marijana Gligoric, Osman Koc, Hai Ta, Abdul Mukati, Alina Mitrica, Alina Ionciu, Dan Tabaran, Elizaveta Chugunova, Mihai Vinatoru, Fulvio Covone, Tommaso Fè and of course Theo Kanellopoulos.

Apologies if I missed anyone, let me know in the comments.

#gtm #dinner

95% of go-to-market teams are drowning in data,
and 0% know what to do with it!
 
That’s the brutal gap we uncovered yesterday in our live session with Davide Grieco (Head of Growth at Clay).

I will get straight to it.

Here are 6 things the most advanced teams are doing (and you should be copying in 2026):
 
1️⃣ Leads → pipeline, only when routed intelligently.

Webinar signups, demo requests, product usage...all of it lands in Slack or your CRM. But without prioritization, reps don’t know where to focus, and leads go cold. 
Top teams auto-score and route leads based on fit, behavior, and deal potential, so sales only acts when it matters.

2️⃣ Intent doesn't always trigger action.

A single website visit doesn’t trigger a sequence. Clay’s team proved that orchestration only works when fit + behavior + value are layered before making a move.
 
3️⃣ The 3-dimensional scoring system.

Leading teams score every account across these 3 core dimensions👇 

1. Account Fit Score: Tech stack, GTM motion, sales team size.
2. Engagement Score: Product usage, events, LinkedIn activity.
3. Contract Potential: Will this account be worth $5K or $500K?
 
4️⃣ Every account gets routed into one of these 4 tiers:

- Low fit, low engagement → Ignore or self-serve.
- High fit, low engagement → Educate & warm up.
- Low fit, high engagement → Monitor with product nudges.
- High fit, high engagement → Full GTM firepower: sales + ads + content.
 
5️⃣ Go-to-market teams are in sync

Sales, Marketing, and RevOps work off the same live dashboards (powered by Clay) where scores, tiers, and signals update in real time.
 
6️⃣ Everything maps back to revenue.

Every live stream, post, and paid ad is tracked, not just by clicks, but by which ICP accounts engaged. Engagement score goes up → campaign triggers fire → pipeline grows.
 
Is this just another GTM framework? ❌ 
No, This is what Clay, a $100M ARR company (with a $3.1B+ value) is doing internally, and it’s working.

I'm sharing the full slides from the session, because I believe every GTM team should have this playbook!

Comment SLIDES and I’ll DM you the full deck.
+ Link to the full webinar video in the first comment.

LFG🔥

We built a predictive outbound engine for a $35M SaaS that finds buyers before they raise their hand. 
This changed their pipeline forever.

Before, this is how Outbound worked 👇 

You would scrape lists, launch cold emails, and hope someone was “in market.” 
Most replies--> Not interested/Wrong timing/ Or worse-no reply at all.

Now, our process changed that model.

Here’s how we do it:

1️⃣ Step 1: Start with intent

We use Propensity, Bombora and Warmly, to track which companies are researching relevant topics.
No more industry limits, we open the filters wide to spot interest across every sector.

💡 Optional: Add a growth filter if you want to get even tighter, but the main thing is finding those “hidden” buyers.

Output: A live list of companies already searching for solutions you offer. These are not cold leads, they are future buyers you catch before the market does.

2️⃣ Step 2: Enrich and qualify, fast.

Now we drop those accounts into Clay or BetterContact

We pull:

→ Company size, revenue, funding, HQ
→ Who they’re hiring (remote, distributed roles)
→ Decision-makers in HR, Ops, IT, Finance (or whatever is relevant)
→ Fresh news: funding, layoffs, partnerships, expansions...etc

Every bit of context shapes your outreach (No more “saw you have a dog” lines. Each message hits real pain points, in real time.

The result?

A pipeline full of warm accounts, primed for outbound. 
Each one shows real signals.

The best part: These leads convert. 
We see up to 4-5% positive reply rates, and half of those turn into booked calls.

Outbound is about building systems that spot real buying intent, enrich every record, and make every touch count.

Want to see how this works for your team? DM me or drop a comment below and I’ll show you our workflow.

#outbound #saas #b2b #workflow #clay

Most outbound problems start in the same place: 
You’re talking to the wrong people.

I see teams rewriting copy 10 times, testing 4 versions of the offer, arguing about subject lines…
and the reply rate is still stuck at 1–2%.

This is not because the email is bad.
It's because the list is.

Here’s the simple way I look at outbound:
→ Targeting: who you’re reaching
→ Messaging: what you’re saying
→ Offer: what you’re proposing
(+ Deliverability and Infra: whether your email even lands)

If the audience is off, nothing else matters.

You can’t “out-copywrite” a bad list.
The only soft KPI I obsess over is positive replies.
(Not replies, POSITIVE replies).

If those aren’t moving, you’re hitting the wrong segment, full stop.

We learned this building campaigns for both early-stage teams and big brands.
- More volume won’t fix it.
- Personalization won’t fix it.
- A clever opener won’t fix it.

Here’s what actually works:
→ Pull real data from your CRM before you guess anything
→ Build a list around pain, not job titles
→ Use Clay to enrich and filter, don’t just scrape everything that moves
→ Test in small batches (50–100) before scaling
→ Watch for buying signals, not vanity signals
→ Protect your domains

When you get the audience right, everything downstream gets easier.
Your message lands.
Your offer makes sense.
Deliverability improves because people actually respond.

Curious: what’s the targeting mistake you see most often?

#targeting #leadgen #deliverability #gtm #outbound

Just because you can see a signal doesn’t mean you should use it in your outreach.

In the webinar we had with Frank Sondors 🥓 from Salesforge 🔥, we talked about one of the easiest ways teams break intent-based campaigns:
 
They take the signal…
and put it straight into the first line of the email.
 
“Hey, I saw you joined this webinar.”
“Hey, I noticed you liked that post.”
 
Good signal + bad experience = dead reply rate.
 
I shared what I call the Underwear Rule:

You can have deep visibility on a prospect, but you don’t have to mention everything you know.

Here’s how to use signals properly (and actually increase replies):

1. Use the signal to pick the right audience

Signals tell you who’s worth contacting, not what to write.
Examples: webinar topic, pricing page visit, post engagement, job change.

2. Write the message around the problem, not the signal

Don’t say “I saw you…”
Instead, talk about the challenge the signal points to.
That’s where relevance comes from.

3. Keep the opener clean

Lead with an idea, question, or observation, not creepy surveillance.
Your first line sets the tone.

4. Use the signal to choose the CTA

Hot signal: ask about timing.
Warm signal: ask about priority.
Cold-ish signal: ask about relevance.

5. Let the signal guide your segmentation, not your copy

Signals = filters.
Your copy = insight.
That’s the whole game.

I would love to know which signal would win "The most useful" award in your outbound this year?

#intent #intentsignals

A $3.1 Billion company is not built only on features.
The secret sauce is in how teams move.

Clay didn’t become the giant it now is only by shipping better software.
They did by rewriting how a GTM company is designed.

I saw it up close.

I remember in March 2024 we were running webinars teaching teams how to use Clay.
Back then, most had heard of it.
But very few knew how to build systems with it.

Since then, as SalesCaptain we’ve touched Clay from every angle:
• Webinars, events and Clay Clubs
• Running Clay workflows inside 60+ real teams
• Building and sharing Clay tables that went viral on LinkedIn
• Being recognized as a Clay Solutions Partner
• Watching our team build tables from mid-air paraglides and under the Great Pyramid of Giza as part of the Clay World Record
...etc

And here’s what I want to highlight 👇 

The most impressive thing about Clay was never just the product.
It was the operating system behind it.

Clay doesn’t run like your typical SaaS company.
It runs like a studio.
Builders, operators, community, partners…
All working in public.
All sharing what actually works.
All treating GTM as a craft, or an art.

Examples from inside Clay:
👉 Marketing, Growth and Sales don’t “align”, they operate as one system.
👉Accounts don’t move by MQL stages, they move by behavior.
👉Teams aren’t built around channels, but around buyer movement.

Notice anything?

GTM in Clay is not a department.
It is company design.

On December 9, Davide Grieco (Head of Growth at Clay) and I are going live and revealing EVERYTHING.

We’ll walk through:
• How Clay designs teams around the buyer journey
• How growth connects sales and marketing in practice
• How decisions run on signals
• How execution scales without adding layers
• How the same operating model runs inside SalesCaptain and across every team we work with.

If you’re still trying to “optimize” your GTM,
Time to wake up!
Your competitors are redesigning their companies around it.

Tuesday, December 9: https://lnkd.in/egmdt3uy

(Picture from the latest Clay Club in Paris with Varun Anand Co-Founder of Clay, Charles Tenot CEO of lemlist, and Frank Sondors 🥓 CEO Salesforge.ai 🔥)

The 30+ Clay workflows we rely on going into 2026.

Yesterday we had an amazing webinar with Frank Sondors 🥓 from Salesforge 🔥, where we walked through the top Clay and GTM workflows going into 2026.

Here's a quick recap since many asked for a breakdown 👇 

- The old B2B GTM game of add reps, push more emails, hope for pipeline is breaking down. AI is everywhere and channels are flooded. 
Getting the right attention is hard and costs keep climbing. 

Here’s how we are facing this:

→ Clay became our GTM data warehouse. We plugged in 150+ sources: intent, CRM, hiring, events, social, you name it. 

→ We split outreach into 3 layers: 
1️⃣ AI Outbound for hyper-personalized reach at scale (50+ signals, real data enrichment, real prospect pain points). 

2️⃣ Intent-Based Audiences for targeting people who show the right buying signals (hiring, visiting our site, mentioning us, attending events). 

3️⃣ Inbound-Led Outbound for those already aware and engaged with our brand (catching the warm leads before they go cold). 

→ Every workflow runs off real-time triggers. New CMO hire/Product launch/ Company raises a round...etc, they get a message they’ll actually want to open. 

→ A small team of 5-6 reps built enough pipeline to keep pace with teams of 50. (Yes, really, ask Frank Sondors 🥓) 

→ We ran event workflows for speaking gigs, sent local cues in cold outreach, and mapped out who in our ICP was moving jobs.

→ Before, we relied on “more hands.” Now, it’s “more brains”. This means automation, data, signals, and speed, all working together through workflows that talk to each other. 

The truth is, traditional outbound is not coming back (you need to let go).

GTM needs to evolve, and the systems behind it are now the biggest advantage. 

The full slide deck from the webinar is ready for anyone who wants a closer look. Drop “CLAY” below if you want it. 

#clayworkflows #gtm #webinar

On 9 Dec, you’ll see exactly how Clay uses Clay to run its own GTM motion.
(And how that’s shaping everything we build for 2026.)

Yes, we are unveiling the system we operate on daily.

Because if I opened your CRM right now, could you show me the 20 accounts you’d bet your quarter on?

And i'm not talking about the logos, or leads that “feel hot.”
But the ones that actually matter right now, who fit, who are in market, have money and will move.

That’s the standard Clay runs on internally.

Every account is scored by what we call at SalesCaptain, "The GTM Rule of 3"
1. Fit: Who actually matters
2. Behavior: Who’s active, showing intent
3. PCV: Where the deal value sits

High Fit, High Behavior, High PCV --> Sales moves.
Low Fit, Low Behavior --> CRM automation takes over.
This ensures marketing and sales don’t argue about stages, instead, they move accounts.

This is the model we’re using internally at SalesCaptain.
And it’s the same framework we implement across companies building high-efficiency GTM engines.

On Dec 9, Davide Grieco and I will walk you through:

• How GTM is shifting from channel-first to signal-first
• The matrix Clay uses to map every account to TOFU, MOFU, BOFU
• What real account prioritization looks like using data + AI
• The workflows teams should build going into 2026
• Case studies from Clay and SalesCaptain teams in the field

You’ll leave with a working model for how to run GTM in 2026.

You don't want to miss this.
More details and link in comments.

90% of teams using AI personalization are fooling themselves.

Why?

Because a like is not demand.
And a comment is not intent.

We both know most prospects give you NOTHING to personalize.
No posts, opinions or any real signal.
Just a job title and a logo.
(Scroll LinkedIn  and you’ll see it.)

So what happens?
You scrape a name.
Grab a company.
Dump it into a prompt.
AI spits out something that looks personal.

But where’s the connection?
Nowhere.

Then comes the big mistake:
Someone liked a post.
So you assume interest.

❌ Wrong.

That person might be bored.
Half-asleep on a train.
Doomscrolling before a meeting.
Nothing about that means they want to buy.

Activity is not intent.

AI can’t create demand out of thin air.
So you end up sending “custom” messages that are all the same
except for the first name, and calling it personalization.

Here’s how we actually run it at SalesCaptain (and how you should too):

1. AI filters by company, role, and pattern
2. Write by segment, not fantasy personas
3. Use variables for real context
4. Keep the voice human

If your personalization starts and ends with a prompt, it’s not personalization.
It’s a fancy automation with better grammar.

P.S. The photo below is from a special interview with a CEO of a $30M ARR SaaS. It drops soon. Stay tuned. 😉

#aipresonalization #gtm

Your job title is killing your outbound.

One of the strangest patterns we are seeing in Outbound:
Teams do everything right. They have:
→ strong offer
→ clean data
→ good workflows
→ optimized profiles
…but their acceptance rate still tanks.

Why?
Because the outreach is coming from someone with “Sales” in their title.

People don’t want to talk to:
❌ BDRs
❌ SDRs
❌ Account Executives

They want to talk to the person behind the thinking.
In LinkedIn lingo: a thought leader.

Here’s what actually works 👇 

1️⃣ Run outreach from leadership profiles
CMO, CEO, COO...etc anyone whose title naturally signals expertise and decision-making.
Even if they’re not the ones pressing “send,” their profile creates trust and gets conversations started.

2️⃣ Keep your sales titles out of the front line
You can still route replies to your reps.
Just don’t let a “BDR” title be the first thing a prospect sees.

3️⃣ Treat LinkedIn profiles like landing pages
Your headline and top section shape acceptance rates more than the copy inside your message. Read that again.

4️⃣ Apply this to both email AND LinkedIn
Email inboxes filter by sender name.
LinkedIn surfaces your title immediately.
In both cases, the wrong title can lower your engagement rate.

If you’re not getting responses, don’t jump to rewrite your sequence.
First check whose name is sending it.
Let me know if you faced a similar issue, or if you have any questions drop them below.

#outbound #bdr #sdr #linkedin

You can delegate campaigns, but never delegate knowing what works.

In the early days as a founder, you are the sales team
You are the product manager
You are marketing
There is no other way. You need to see every reply, feel every objection, and spot every pattern in the feedback.

You learn fast when you run outreach, write copy, and jump on calls yourself. 
You see what channels drive real conversations. 
You hear what features make people say yes. 
You know what gets ignored.

That is not busywork. That is the job! 
You build your playbook from the inside out.

But as the company grows, your time gets pulled in new directions. 
Team building, hiring, culture, leadership...etc.
Suddenly, running every campaign yourself is not the highest ROI. 
You have to let go of the day-to-day.

Here’s what you need to remember: stepping back does not mean stepping away.

You can hand over the outbound engine, you can hire a marketing lead. But you cannot lose the pulse. 
The moment you stop knowing what messaging lands, which channels convert, or what customers want, your edge is gone.

Your business only stays alive if you keep the connection, which means:

→ Staying close to your team’s feedback
→ Reviewing campaign results together
→ Jumping into customer calls when needed
→ Tweaking strategy based on what is working now

You move from solo operator to team captain, but the market never stops moving, so you cannot stop listening.

I have lived this at every stage-agency, SaaS, conference, outbound, you name it. The founders who win are the ones who keep learning, even when they delegate.

When do you think is the right moment to let go? I would love to know how you did it.
#founder #gtm #saas #startup #outbound

What can your SDR actually produce in 5 minutes?
I ask every team the same question.

For most reps, the answer is:
Almost nothing… because the workflow is full of friction.

Those 5 minutes usually disappear into admin work:
CRM checks, fixing fields, searching for contacts, bouncing between tools, rewriting the same intro line.

And there's nothing I love more than removing friction!
Then, 5 minutes becomes a surprisingly productive unit.

Here’s what a “5-Minute SDR Workflow” looks like in the systems we build at SalesCaptain:

Minute 1:
Open LinkedIn → Identify a new contact → Add + enrich instantly
(When it comes to EU, we use Surfe here to pull enriched data + correct fields)

Minute 2:
Auto-sync to CRM → fields mapped, company matched, no duplicates

Minute 3:
Check job-change alerts → Does this person recently move roles?
If yes → add to a “new role” micro-segment (high intent)

Minute 4:
Add contact to correct sequence based on tier:
Tier 1 → personalized multichannel
Tier 2 → semi-automated
Tier 3 → automated

Minute 5:
Add one line of personalization using ICP pain points → send first touch

One rep.
Five minutes.
One fully activated contact, correctly enriched, correctly segmented, correctly sequenced.
If that’s not real output, I don't know what is!
 
For Outbound to work best, automate/compress everything that slows reps down.
Once you remove the admin, every 5 minutes becomes meaningful.


I'm adding a link here if you want to try Surfe for free: https://bit.ly/4rygOiB

The 5 Min SDR Workflow

I’m giving away a full outbound system-built for you, free.
In partnership with ZenABM and HeyReach.io

Signal-led outbound, (according to Kyle Poyar), is the #2 bet for marketers in 2026.

Yet many teams fail to apply it!
And it's not because they lack tools,
but because they lack the GTM engineering power to connect them.

You can spend thousands on “deals” this Black Friday.
But without a connected, intent-driven process, you’ll still have no pipeline.

That's why we decided to give away something better than any discount code.

A fully done-for-you Intent-Led Outbound Operation.

Built for you
End-to-end
Free.

Here’s how we will do it 👇 

→ ZenABM (free): capture high-intent accounts from your LinkedIn ads
→ Clay (done-for-you): auto-prospect the right ICPs inside those hot accounts
→ SalesCaptain (done-for-you): write and build winning LinkedIn + email sequences
→ Outbound setup (free): launch Smartlead + HeyReach.io campaigns
👇
You start booking meetings in weeks.

If it works (and it will), you keep the tools at a 20% discount.
If not? No commitment.

I honestly think this is a deal of a lifetime 🔥 

Slots are limited and open until December 5th.

First come, first served.
If you want in, the link is below in the comments.  

#outbound #signalled #free

Founders are searching for a stamp that doesn’t exist.

My cousin is an orthodontist.
She went to uni, did her master’s, got her accreditation, and now has a paper that literally says:
“You’re good enough.”

From that moment on, 90% of what she’ll face in her career, she’s trained for.

Founders don’t get that.

There’s no school, no license, and no moment where someone hands you a certificate saying:
“Congrats, you now know how to hire, fire, sell, market, lead, forecast, do finance, and not lose your mind.”

You just wake up everyday and try not to break the company.

Lately, I’ve been obsessed with two things to stay sane and keep scaling:

1️⃣ Systems for alignment
I’m reading "Measure What Matters" (thanks Theo Kanellopoulos for the recommendation) because as SalesCaptain grows, I can’t be in every room.
So we need to rely more on OKRs not as “productivity hacks”, but as a system to answer:
“How do I make sure people know what matters without me intervening?”

2️⃣ Beliefs for sanity
I’m rereading "The Greatest Salesman in the World", not for new tactics, but actually for reminders:
* You’re a unique creature, stop trying to fit in.
* Approach people with love if you want them to open up.
* Success might be one more bend in the road away. Keep going.

Of course, tools matter and tactics help.

But every founder needs two invisible frameworks:
1. A system to align the team.
2. A belief system to keep the fire burning.

Scott Ward (HabitStack) unpacked this beautifully in our chat.
You can watch the full interview here: https://lnkd.in/eAgHjSrH

Still no stamp. But maybe that’s the point. 😉 

Let’s keep building.🔥

We turned LinkedIn ad clicks into 137 meetings last quarter ($50k ad spend). Here’s the workflow most teams hide from you.

Many run LinkedIn ads and hope for form fills or brand awareness.

At SalesCaptain, we do it differently.

We use LinkedIn ads as intent signals and connect them to outbound-turning every click, view, and impression into booked meetings.

Here’s the exact workflow we run:

1️⃣ Run LinkedIn Ads to a laser-focused ABM list
→ Target only your ICP
→ Promote an educational asset or case study
→ Build trust before outreach even starts

2️⃣ Use ZenABM to spot who engaged
→ Find companies who clicked or viewed (even without a form fill)
→ Get a list of “warm” accounts who already know your name

3️⃣ Enrich and find real contacts in Clay
→ Pull decision-makers and get direct emails
→ Layer in firmographic and intent data
→ Turn anonymous clicks into actionable leads

4️⃣ Personalize your outreach
→ Reference the exact ad or asset they engaged with
→ Use case studies or proof points that match their interest
→ Make every touch feel relevant (not cold)

5️⃣ Launch outbound campaigns
→ Tier 1: Human-led, high-touch for top engagers
→ Tier 2: Automated sequences for the rest
→ Use lemlist or Instantly.ai as well as HeyReach.io for fast, scalable delivery
→ Mention the ad they saw (“Noticed your team checked out our [case study] last week…”)

What happens next?

→ Ad engagement becomes real pipeline
→ SDRs reach out to prospects who are already aware
→ Marketing and sales use the same ABM list
→ No siloed channels, nor wasted spend

This way, LinkedIn Ads became a sales activation channel.

If you want the exact Clay table drop a comment below.

#linkedinads #abm #smartworkflow

Grateful to see some of my thoughts from Clay Club Paris resonating.
This roundup features a ton of smart voices pushing things forward in GTM.
Worth a scroll👇

Helping B2B Leaders Make Smarter Market Decisions with Consulting-Driven Analyses. Research That Prepares You for Tomorrow’s Market.

Best of LinkedIn: Go-to-Market CW 48/49

Your bi-weekly dose of GTM insights is here with 61 handpicked posts and 31 new voices worth following. 

Featured read: Bill Stathopoulos breaks down what he learned at Clay Club Paris. 
Spoiler: high-performing GTM teams in 2028 will run on fully connected revenue systems.

We've also rounded up the events you shouldn't miss.

Short on time? The quick summaries inside have you covered.

Thanks for being part of this community and for sharing your insights with us!

pinkberg

🛒 Who We Are
pinkberg is a forward-thinking digital marketing firm founded by e-commerce veterans for e-commerce brands. We came into existence to address the challenges that brands face while working with external marketing agencies, particularly those that lack a nuanced understanding of the e-commerce ecosystem.

🛍 Why Choose Us?
1️⃣ E-commerce First: Unlike generalist agencies, we live and breathe e-commerce. We understand the KPIs, metrics, and tools intrinsic to this business.

2️⃣ Proven Expertise: Our team consists of seasoned experts with backgrounds in e-commerce platforms, digital strategy, SEO, PPC, social media, and content marketing. We’ve been where you are and know what it takes to scale.

3️⃣ Data-Driven: We embrace data like a sixth sense. This allows us to make well-informed decisions, refine campaigns, and drive ROI.

4️⃣ Full-Service Suite: From Amazon marketing and Shopify optimization to influencer partnerships and creative content, we offer an end-to-end service package.

5️⃣ Transparency: Trust is the cornerstone of any partnership. We maintain complete transparency through regular updates, clear reporting, and open communication.

🚀 Our Services
🔹 Digital Strategy & Planning
🔹 SEO & SEM
🔹 Paid Social & PPC
🔹 Content Creation & Marketing
🔹 Email Marketing
🔹 Conversion Rate Optimization
🔹 Amazon Marketing
🔹 Shopify Store Optimization
🔹 Analytics & Reporting

💡 Our Vision
To be the go-to marketing agency for e-commerce brands looking to scale. We aim to become an extension of your team, working collaboratively to navigate the ever-changing digital landscape.

🤝 Let’s Collaborate!
Ready to take your e-commerce brand to the next level? Contact us today for a no-obligation consultation. Your success is our success.

Fulfill.com

Fulfill.com is the #1 Marketplace for brands and companies around the world to find a warehouse partner to fit their needs. We have over 500 different 3PLs that we partner with and are adding new warehouses each day. 

If you need a fulfillment partner that is going to be a better fit for your business, connect with our team today.

Co-Founder & Chief Marketing Officer

Hirsh Marketing

Manager of a team of media buyers responsible for over 20 clients, with a combined monthly ad spend of over $500,000. Responsible for ensuring strategy implementation and execution according to company and client standards. Developed training profiles and documents to onboard new team members. Handled direct training of new employees and set a high standard for performance.

Senior Digital Strategist

Seasoned media buyer responsible for over 5 clients and $200,000 per month in marketing budgets. Developed top of line funnel strategies to drive sales for various products, including diverse e-commerce brands. Responsible for creative direction, implementation, and results. Developed strategies that brought in over $250,000 in revenue in a single month, and $500,000 in a quarter.

Ads Manager

Margle

Manage over 25 different marketing campaigns for a variety of clients on a variety of different platforms

Ensure timelines are set and employees are incorporated/managed based on project needs

Run weekly meetings with client teams to ensure timelines are set and expectations met

Manage project expenses

Run budget vs. actual reports for various projects

Responsible for account audits, ensuring that projects are staying profitable

Handle client-facing meetings to discuss solutions and potential up-sells beyond the initial project

Director of Client Management

Responsible for bringing in over 2 million dollars in sales in FY 2018

Managed a team of sales associates across the country

Responsible for developing relationships with potential clients and exploring their business opportunities

Handled contract development and drafting for potential business

Managed marketing budgets ranging from $500,000 to $2.5 million monthly

Designed and implemented marketing strategies utilizing creative elements designed for social media and other platforms

Responsible for the growth of social media channels, developing targeting audiences of over 900,000 potential customers

Direct and implement social media strategies to grow social traffic and overall footprint

Director of Sales

Responsible for building and developing a marketing department for a new digital marketing agency.

Directly handled content creation for organic social posts for a variety of networks across Facebook and Instagram.

Required to monitor and maintain social profiles for companies worldwide.

Work with seven figure advertising budgets spread across Facebook, Instagram, LinkedIn, and Google.

Handle paid social strategy development, placement, and audience development for clients.

Accurately report on various KPI’s for campaigns running on social platforms.

Communicate directly with marketing teams to develop successful marketing strategies surrounding their goals.

Responsible for bringing in over a million dollars in sales directly through Facebook marketing efforts.

Experience utilizing audience development tools and data acquisition to expertly target digital marketing audiences.

Director of Digital Marketing

Linfield College

•	Researched and resolved accounts payable discrepancies.
•	Composed effective accounting reports summarizing accounts payable data.
•	Posted receipts to appropriate general ledger accounts.
•	Reconciled discrepancies between accounts receivable general ledger account and accounts receivable trial balance account.
•	Reviewed and edited loan agreements to ensure accuracy.
•	Conducted UCC searches and created environmental reports as part of the loan process.

Accounts Payable Specialist

Over 10 years of experience in digital marketing, both in an agency setting and through managing in-house teams. We're the ones responsible for over 10M in profit for our brands.

Built and sold my first marketing agency, Pink Marketing, and realized that there were a lot of bad apples in the game and I needed to get back to doing what I do best, helping businesses grow. 

Now, after 2 years, Pinkberg is solely focused on giving our clients the best possible marketing experience. We focus on their growth, not just our own, ensuring that their business thrives and scales appropriately. 

We won't brag about how much money we spend. We won't even brag about our ad revenue. Instead, I'll brag that we've multiplied our small client's profits by over 3X. That's money they can use to grow their businesses. 

Are you ready to make a change in your business?

Jackson Pinkoski

One of these ads did $15,000 in 60 days.

The other barely cleared $300.

Which one was it?

Founder of Pinkberg, the first marketing agency focused on clients profits | Currently responsible for over $10M in profits across 15 clients | 3X your profits in 90 days, want to be number 16?

No alternative text description for this image

Another week managing campaigns, and here is what the numbers looked like.

Across the portfolio, we managed $100K+ in weekly spend and generated strong returns across every channel. The biggest win came from a Black Friday strategy that almost nobody runs, even though the economics are wild when you see it in motion.

Two weeks before Black Friday, we shift 30 to 40 percent of daily Meta ad spend into pure lead generation: no purchase objective, no sale attempt. The only goal is pushing high-intent prospects into Klaviyo with an early access promise for Black Friday and Cyber Monday.

This flips the entire logic of Q4.

While other brands spend $40 to $50 to acquire a customer in the most competitive window of the year, we acquire email leads for $1 to $1.50, and those leads convert inside Klaviyo instead of inside Meta.

CBD for Life is the best proof from this week.
- Pulling leads in at $0.83/lead
- Added more than 1,500 new people to the list already
- 22% have converted from the very first email before their early access offer even goes live

When the full Black Friday flow hits, the projected conversion rate is 47%. Their normal acquisition cost is around $50. With this system, the effective CPA drops to roughly $11.

If you turn Meta into the traffic source, you turn Klaviyo into the acquisition engine.

You collect cheaper leads and you convert them at scale, and you walk into Black Friday with a list that is already converting, instead of an ad account that bleeds for every purchase.

My 1st creative was one of the worst things I have ever put on the internet.

It had no structure, no direction and no real understanding of who I was speaking to.

It still pulled 46M views.

Not because it was good, but because Facebook paid pages to blast anything that looked like a video.

Back then, all we cared about was getting enough views to fund the Kickstarter.

If the video did that, it was a win.

I look back at it now, and it feels like an old meme you still see floating around TikTok.
You know what I’m talking about... People sitting in a break room, bad music and a concept with no purpose beyond attention.

Everything I make today is the opposite.
Every shot is tied to a specific person on the other side of the screen, and every decision is built around how they live and what they care about.

Newer brands constantly miss that.
Waiting to make the perfect ad won’t make you better. 

You get better by making the first one, then the next one and then 10 more after that.
The difference between my earliest creative and what I perform now is that I stopped making content for the platform and started making it for the intended viewer.

If your first few creatives look chaotic, that’s normal.
You only get better by making more and refining your process.

The Option A creative won by a mile.

Using the same setup, same model, and same layout.
The only difference was the hook.

Revenue in 60 days:
- Option A: $15,000+
- Option B: ~$300

Option A worked because the Adderall angle hits a universal focus problem people feel every day.
Option B only speaks to gym loyalists, a much narrower target demographic.

One hook widens the funnel, while the other chokes it.
Real creative strategy like this reminds you why strategy beats production value every single time.

If you want your ads hitting like Option A instead of limping like Option B, hit me up below.
👉 https://lnkd.in/gJewFQRe

Black Friday RAPID FIRE WINS

Client #1 - $2,000 spent with $19,000 made 
Client #2 - $1,900 spent with $25,000 made
Client #3 - $23,000 spent with $64,000 made

Btw only accepting clients in the $100K MRR range rn

Static ads get clowned on, but they absolutely print when the angle is right.

I pulled five statics from five different brands, and added up the revenue from the last 90 days: $728K.

These angles worked because they matched real buying behavior, not the polished concepts teams pad their decks with.

If your paid performance is sliding, check out the psychology that made these static ads print for our clients.

Static ads get clowned on, but they absolutely print when the angle is right.

A bad team will run Meta and Google like two separate worlds.
That’s why their CAC jumps, their MER collapses, and their scale stalls.

I built a full masterclass breaking down how these platforms actually work when you integrate them.

Meta creates demand.
Google captures it.

Both reinforce each other when the system is built correctly.

This is the exact framework I use for brands that want stability instead of guesswork.

Funnel roles, creative structure, budget rules, and the operational rhythm that keeps everything moving.

If you want your Meta and Google accounts to work together instead of fighting each other, swipe through the breakdown.

Why Your Paid Engine Keeps Stalling

Too often, I see brands scale ads before they understand the business.
That is why their CAC spikes, their margins collapse, and every month feels unpredictable.

I built a full masterclass breaking down the system I use to generate more than $20M for clients across supplements, fashion, lifestyle, and home goods.

I call it the Flight Plan.

It fixes the fundamentals before you ever touch Meta or Google.

This is the framework:
- How to analyze the business before the ad account
- How to simplify architecture so problems become obvious
- How to test creative in a way that scales
- How to see the real economics behind ROAS
- How to build a retention engine that keeps customers buying

The brands that follow this system stop guessing and stop relying on luck.
They scale with stability, strong margins, and a plan that actually holds up.

If you want your business to run on strategy instead of chaos, swipe through the breakdown.

 The Flight Plan

This single creative drove 362 purchases in 30 days.

But be honest, did you even look at the can?

It baited you because the visual hits before the product does. The shot feels organic. The pose pulls attention. The product happens to be there.

Most teams overthink. This one relied on instinct and human nature.

Static ads print when the image carries the weight.

463 ads. $22,748 in spend. $418,611 in revenue. 18.4 ROAS account-wide.

When creative volume and retention systems actually work together, magic happens.

→ Mid-performers carried the week with consistent 13x–25x returns
→ One ad hit 43x, but it was the only true outlier 
→ Warm audiences and lifecycle structure multiplied paid performance
→ Every ad had a defined job, no “set it and hope” campaigns

Performance settles into a rhythm when your marketing engine is built to work as one unit.

The creative pulls people in, retention keeps them buying and paid ads amplify what is already working.

One of these ads converted almost 25x more than the other.

Which one do you think won, blue or red?

Don’t make the mistake of overcomplicating your apparel brand’s creative.
You can scroll through hundreds of ads before you see one that understands how people actually click.

We recently broke down 5 top performing statics from Pinkberg’s apparel work.
Each one earned a strong CTR for completely different reasons.

Some pulled interaction by disrupting Instagram’s layout.
Some worked because buyers recognized the environment instantly.
Others leaned into real trends like basics, drop culture, or wide SKU presentation.

If you study these five examples, you’ll see how simple decisions can shift click behaviour fast.

Don’t make the mistake of overcomplicating your apparel brand’s creative.

Stop treating ROAS like it means your client is actually profitable.

That’s the lie most agencies still tell themselves.

They brag about 4x ROAS but ignore the fact that their client’s cash flow is tanking.

ROAS is a platform metric, not a business metric.
It doesn’t account for COGS, shipping, creative, or the $30K your client just blew on UGC that didn’t convert.

That’s why we stopped being “the Meta ads guys” and started operating full-funnel.
If you only control the ads, you’re gambling your success on a small piece of a much bigger machine.

The real leverage comes from two places:
1. Creative that converts
2. Email that retains

Creative is expensive and inconsistent. Email isn’t.

Email is cheap, predictable, and instantly improves ad performance.

It’s the one lever that multiplies results across every channel.

If you care about profit, not vanity metrics, you need to control the backend too.

Otherwise, you’re not running strategy, you’re just renting attention.

Too many brands treat Meta and Google like identical twins.
Here are 4 of the most common mistakes that can cost you THOUSANDS in ad spend.

1. INTENT TIMING IS COMPLETELY DIFFERENT
→ Google: Problem-aware (actively searching for solutions)
→ Meta: Solution introduction (interrupting daily scroll patterns)

2. ATTRIBUTION WINDOWS VARY SIGNIFICANTLY
→ Google removes returns from conversion data
→ Meta doesn’t — it keeps original conversion counts
→ Both now operate with similar attribution windows

3. TRACKING CAPABILITIES HAVE DIFFERENT STRENGTHS
→ Google = analytics depth for full customer journeys
→ Meta = sharper ad-to-purchase attribution
→ Google captures on-site behavior Meta can’t see

4. BUDGET ALLOCATION SHOULD REFLECT PLATFORM STRENGTHS
→ 75% Meta for cold, top-of-funnel acquisition
→ 25% Google for warm, problem-aware audiences
→ Adjust between 90/10 and 60/40 based on business maturity

Stop blending strategies across platforms.
Meta and Google run on different operating systems.

I have a friend who was doing $500K MRR until one decision wiped the whole thing out.

Great product. Solid ops. Growth moving in the right direction.
Then they listened to the wrong advice, and everything stalled.

Nothing changed in the product.
The customers didn’t disappear.
They just tried to “optimize” what wasn’t broken.

When we caught up last week, he told me something that stuck.
“Switching partners will go down as the biggest mistake I have ever made.”
Then he paused and said,
“The next one would have to be massive to top it.”

That conversation reminded me of what I saw with Rebel Rabbit before we rebuilt their system.
Their revenue was flat, paid performance had no structure, meta was scattered, and Google was an afterthought.
The whole engine was coasting, and everyone hoped that the next month, everything would magically turn around.

Once we stepped in and built a real full funnel, everything changed:
- Meta filled the top of funnel
- Google collected the demand that Meta created
- Email and onsite offers carried the rest

They passed $1,000,000+ in revenue without any wild ad spend spikes.
They finally had predictable growth again.

Most founders do not realize how thin the margin is between momentum and collapse.
You can be killing it one quarter and fighting for survival the next, all because you tried to fix something that was already working.

That’s where my friend is stuck.
For now.
Not forever.

The right system can pull you out.
The wrong advice can put you in the hole.

This creative ran at 10.89 CVR with a $100.48 AOV.
(btw what color is her shirt? 👀)

It looks like a casual moment on the bluff, not a paid placement. THAT is why the engagement spikes and the purchase intent follows.

People stop for people, not products. This static wins because it feels like scrolling past a friend, not an ad.

Beautiful framing, a natural setting that led to zero resistance to the click.

I know a brand that will finish 2025 with around $3 million in revenue, spending less than $5,000 on ads.

No constant campaigns or always-on budgets.
Just small bursts of spend around big drops and seasonal launches.

They built a community that sells for them.
Every launch runs like a concert: pre-orders, hype, repeat customers.
When they DO run ads, it’s $20 a day at a $2 cost per purchase and 12-15x returns.

It’s completely backward from what most media buyers would recommend.
Any other ad manager would walk into that account and say,
“This shouldn’t be working.”

But it is. Consistently. Year-to-date, they’re up 15%, and the model keeps compounding.

They focus on brand and retention, not paid volume.
We added a subscription layer this year that brought in another $500K, tightening the launch cycles and reinforcing the community so the brand keeps pulling its own weight.

Some businesses scale by spending more.
Others do it by building demand that never needs a discount.

If you want to build the kind of demand that grows year after year without leaning on heavy ad spend or endless discounts, book a call here 👉

calendly.com

Free Strategy Consultation - Jackson Pinkoski

If you’re a DTC brand doing $1–5M a year, this is for you.

If you’re spending $50K+ a month on ads and your results have flatlined, you’re operating without real visibility into what’s working.

Every “expert” has an opinion:
- Run more UGC.
- Hire another agency.
- Launch new SKUs.

But none of that matters if you don’t know where the leaks are.

This week I’m running a few free marketing audits for DTC brands doing $1–5M who want to scale smarter in 2025.

The goal is simple: show you where money is leaking and how to tighten the system.

We’ll uncover:
1. Wasted ad spend
2. Missed creative angles
3. Gaps in retention or backend structure

If you’re ready for a clear view of what’s costing you profit, DM me “AUDIT.”
I’ll show you what to fix first.

Scaling breaks when your channels stop working together, and I see that pattern every time I rebuild an account.

I manage millions in spend across dozens of brands, and these five transformations all came from tightening the full stack instead of chasing lucky creatives.

1️⃣ REBEL RABBIT
Revenue was flat, and paid performance kept swinging. A full funnel rebuild turned Meta into the traffic engine, Google into the intent catcher, and email into the retention layer. That combination pushed them past seven figures without a spike in spending.

2️⃣ STANDS
The account had no architecture, and tight CPA rules kept them stuck. Rebuilding around launches and clean angles took spend from $2k per month to the $14k-$20k range with matching revenue growth.

3️⃣ HAYMAKER
Ten thousand dollars was spent for a single sale. We had to rebuild the offer, the landing pages, the email engine, and the creative strategy to get them real traction. They hit $60k on Shopify and doubled that on Amazon.

4️⃣ SHIFT ROBOTICS
High AOV and weak performance. By unifying Google and Meta into one system and rebuilding creative, we pushed Facebook ROAS from 0.68 to 1.58 and doubled purchases.

5️⃣ CBD FOR LIFE
They were stuck under 2x ROAS with every channel working alone. Rebuilding the sales ecosystem lifted paid, email, and Google together. ROAS doubled, and they scaled spend from 4k to more than 10k.

Five brands with five different problems, and what unstuck them all was alignment.
- Ads that support email
- Google that reinforces Meta
- Offers that match the message

That is when the chaos settles and real scaling begins.

Scaling breaks when your channels stop working together. 

AI isn’t here to take your job, but the people who master AI are the ones who will. 

It’s how I’ve scaled my businesses, and why you NEED to start now.
Here’s why:

1️⃣ AI CUTS OUT LOW-LEVEL COMPETITION
AI removes the easy wins that used to keep low-quality advertisers in the game by:

- Automating repetitive, low-skill tasks
- Making the gap between beginner and expert obvious
- Raising the standard for quality and strategy
- Reducing price competition from inexperienced marketers

If you can’t compete on quality or strategy, you won’t compete at all.

2️⃣ AI SHARPENS STRATEGIC MARKETING
AI frees you to focus on the work that actually drives results by:

- Moving attention from technical setup to message substance
- Breaking down why creative works or fails
- Spotting patterns in top-performing ads
- Revealing audience preferences faster

The less time you spend on setup, the more you can spend on strategy.

3️⃣ AI ALLOWS SMARTER OPTIMIZATION
AI gives skilled marketers the flexibility to adapt for maximum results by:

- Showing when to use AI and when not to
- Adjusting strategies for different campaigns, even in the same industry
- Rejecting cookie-cutter ad setups
- Rewarding tool mastery and adaptation based on campaign-specific data

In the right hands, AI is a force multiplier that amplifies every smart decision you make.

taplio

The Battle

Bill Stathopoulos

Jackson Pinkoski

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taplio

The Battle

Bill Stathopoulos

Jackson Pinkoski

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Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Bill Stathopoulos's LinkedIn Performance

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