surefoot.me

We are proud of the long-term partnerships we have with brands like Peak Design, Hydro Flask, Brooklinen, OXO, Made In Cookware and more.

We strive to create a culture where superior service is our primary sales strategy, clients and co-workers are friends and hard work is balanced with play.

Our core tenets:

- Partner with brands and companies we believe in, who give more than they take, whether that’s in the way of charitable giving, happiness or health.

- Win with integrity and put people over profit in a world that often forgets how to do those things.

- Refuse to waiver on doing what is best for our clients, even if it means less upside for us.

- Only do what we can do well, providing strategic AB testing and personalization services, and partnering with others when we veer outside the realm of our core competencies.

- Be happy. As they say, life is too short to be anything else.

If our philosophy resonates, please give me a shout at brian@surefoot.me

CEO & co-founder

CROmetrics

As employee #1, I helped grow the company to $3.5MM in annual recurring revenue and wore many hats, handling everything from client management to data analysis, QA and process implementation for clients like Facebook, 99designs, Trulia, General Assembly, Weight Watchers and more. 

As the company grew from two people to 25, I was promoted to Director of Operations, where I led various initiatives, including implementation of back-end systems and automation that facilitated internal efficiency and client success.

Director Of Operations

Test My Marketing

This was the second company I co-founded, which I spun out of a 3-day startup event, even winning a MSN influential new business contest. True story. I’m still surprised the domain name was available. 

We offered an affordable copywriting solution to help businesses craft crisp, actionable and compelling messages before publishing to their audiences. As co-founder, I led all internal operations and marketing and managed a community of freelance marketers.

Co-Founder

Rockbridge Seminary

Directed technology, online and traditional marketing, and finance.

Vice President of Operations

Director of Operations

Operations Manager

Watch Dog Time

This was my first foray into the world of business ownership, an online luxury watch repair business. If you had a broken Rolex, Tag Heuer or Breitling, I had a fix for it.

• directed all matters of finance, marketing, and daily operations 
• handled all customer service inquiries, ensuring timely responses (see what I did there?) 
• bootstrapped company and reached profitability and positive cash flow within 5 months of launch

President & Co-founder

Justice Jewelers

In this role, I found diamonds in the rough (literally and figuratively), as I was responsible for directing the buying team, small diamond buying and jewelry appraising. This is where I got my first taste of the World Wide Web (as it was referred to then), as I  managed our company websites and the Inventory Management System. 

• responsible for planned merchandise spend of $6MM annually
• directed outsourced marketing activities with ad agency
• designed and implemented a system to control purchasing budgets 
• designed and implemented a website for sale of slow moving inventory, which led to increased profitability and faster turn
• designed and implemented a purchasing process to increase inventory turn; turn exceeded industry average by 186%
• earned Graduate Gemology degree from the G.I.A.

Buying Team Manager/Marketing Coordinator/Merchandiser

Growing ecommerce businesses through CRO, UX research, and data analytics.

We're a conversion rate optimization agency for eCommerce brands looking to grow to the next level, but know they need to a better job converting traffic. 

We talk to your potential customers, find out why they're not buying, and fix those issues through a/b testing, personalization, and data-informed UX/UI design.

We help you grow by leveraging: 
-> Full-website conversion optimization
-> Landing page optimization
-> Personalization and segmentation
-> Conversion-focused web design
-> User experience research
-> Website analytics and reporting

We’ve worked with brands you know, like JensonUSA, Osprey, PENN Fishing, and The Shade Store. We’re also fired up about helping growing brands reach the next level. Some brands we've helped make this jump include Hydro Flask, Made In, Mizzen and Main, and Peak Design.

Brian Schmitt

The CRO industry is full of 25-year-olds teaching "masterclasses" after running 10 tests.

I've been doing this since 2001. And honestly, almost all of what I see from newer operators today is straight trash.

Can someone be good at CRO in two years? 

"Good" is a loose term. Can someone do it? For sure.

But if you're coming in fresh at 25 with no business experience, you're not going to be proficient.

You'll end up copycatting wins you see posted online with no strategic thought and zero customer empathy.

I've stepped in for clients after they left younger agencies. Their biggest complaint is always:

"Our tests would win, but we wouldn't see revenue translate."

When I examine their "winning" tests, I find they hit significance in 3-4 days when the sample size wasn't big enough, creating false positives everywhere.

We've found "losses" that were actually wins when re-run correctly and "wins" that were flat or actual losses.

Real experience teaches principles, not tactics.

CEO at Surefoot.me | Driving ecom growth w/ CRO, Analytics, UX Research, and Site Design

The most expensive mistake $10M+ ecommerce brands make:

They spend millions on traffic.
But 98% of those visitors leave without buying.

CRO is the lever they ignore.

Acquisition builds reach.
Optimization builds revenue.

Without CRO, your ad budget is a leaky bucket.

Recent wins from Surefoot clients:

 • Free Shipping Threshold → +$516K annual revenue
 • Centaur LP → +8.3% cart adds
 • Category Clarity in the Nav → +$149K annual lift

Different brands. 

Same pattern:
Disciplined experimentation beats design trends.

The most expensive phrase in eCommerce?

“We want to redesign the website.”

Full redesigns do not deliver the ROI you think it will, and it is almost always a waste of time and resources that brands could be putting towards what ACTUALLY drives a substantial impact: 

→ Removing friction where it counts
→ Fixing leaks in the customer journey
→ Tapping into buying psychology
→ Running smart, strategic A/B tests

Chasing shiny new designs is looking for gold at the end of the rainbow. 

Double down on what works and optimize the rest.

Most people think CRO is about button colors and call-to-actions.
It’s not.

It’s about truth.

When we run a test, we’re asking:
“What actually drives buying behavior, not what we think drives it?”

Sometimes that truth hurts.
It shows your $82k redesign was vanity.
It proves your CEO’s favorite headline does nothing.
It humbles teams who “knew” their customer.

But that’s why it works.

CRO turns “we believe” into “we know.”

And once you operate from truth, every other part of your business compounds faster.

When a brand tells me “it should be working,” I know we’re about to find revenue.

“Our PDP should convert better.”
“Our new landing page should outperform the old one.”
“Our loyalty program should increase retention.”

The problem?
None of those sentences include proof.

We’ve run over 9,000 tests across ecommerce brands.
Roughly half the time, the “better” version loses.

That’s not failure.
That’s the tuition you pay for certainty.

You can either spend millions building what should work…
Or a fraction testing what actually does.

If everyone follows “best practices,” who’s left to stand out?


So many CRO audits start with the same sentence:


“We follow best practices.”


And that’s usually the problem.


Because “best practices” mean “what everyone else already tried.”
They’re safe. Predictable. Easy to copy.


But optimization isn’t about copying. It’s about discovery.


Your audience, product, and price point are unique.
Your winning version probably breaks at least five “rules.”


If your pages look like your competitors’, you’re fighting for scraps.


CRO is how you break away, safely.
You earn permission to zig while they all zag.

How's it going today? 

Feeling the anticipation or feeling the heartburn?

Every brand has one assumption about its customers that has never been tested.

What’s yours?
(Serious question.)

Will Leatherman

Marketing Director

Build a Self Generating Content Funnel That Drives Revenue | Web3 & AI Growth & GTM Marketer | Fractional CMO

Catalyst is a content engine that empowers global marketing teams to drive thought leadership and revenue growth. We create expert-driven, AI-assisted content across multiple channels, including web, social media, and newsletters. 

Our services encompass strategy development, content creation, distribution, and performance tracking. We leverage your team's expertise to produce high-quality content that resonates with your target audience, while our suite of conversion optimization tools helps turn readers into qualified leads. With Catalyst, you can significantly increase your content output, save time, and achieve a higher return on your content investment, all while maintaining the flexibility to scale your content efforts as your business needs change.

Before launching VooDoo, I was the CMO and head of creative at Parcl, a blockchain-based real estate platform that allows users to invest in a digital square foot of physical estate in the most lucrative neighborhoods around the U.S. There, I led the brand strategy, content strategy, digital marketing, partner agency management, and media partnerships, resulting in a 300% increase in user acquisition and retention. I also have a background in working with various brands across different sectors, such as Primark, Campari Group, Kate Spade, Dirty Lemon, NARS, Armani Exchange, Pandora, Lab Series, WeWork, PepsiCo, and BMW. 

My mission is to help businesses grow their online presence and reach their target audiences through innovative and effective marketing solutions.

Chief Marketing Officer, Head of Creative

We're hiring a GTM Content Lead to own the entire client revenue engine

You understand that content is the most effective outbound channel. and can prove it

You are:

- An A+ b2b content strategist with deep experience in saas/ai/web3.

- Obsessed with meeting deadlines. No excuses.

- Able to prove how content drives pipeline. 

- You’re in the 35% of marketers who can actually tie work back to revenue.

If you believe content's job is to drive revenue, apply below. 👇 
Know an operator who fits? Tag them.

Founder led content is the best way to warm up your buyers

We've generated 25 Million+ impressions and booked 500+ demos from LinkedIn
today, im giving our exact workflow away... for free

Here’s a high level look at how it works:

1// It scrapes and analyzes the best performing content in your niche
2// Ingests your past writing and unique brand context
3// It generates new posts that sound exactly like you (no slop)

What you'll receive:

>  the complete self learning workflow on AirOps

>  my private database of proven hooks (1000+ hooks)

>. a full implementation guide to get it running this week

Stop using generic AI that makes you sound like a robot. This is a self learning system that gets smarter over time.

This is specifically for SaaS founders who need to turn their LinkedIn from a dead profile into a machine that books qualified calls.

Comment “SYSTEM” below and I will send it to you!

I’ll be sending it out over the next 48 hours (repost for early access)

It is 100% free and immediately usable

Founder @ Catalyst // B2B Creator Economy // Bootstrapped to $1.5M+ in Sales • Sharing Content & Sales Systems That Make Money (Over 150+ execs)

ICYM the live session with  Shubh Agrawal from Valley this week

We covered how they book 300+ meetings per month (~$1.5M /mo) with zero paid ads and no SDRs.

If you missed it, here are the key takeaways:

> stop treating content and outbound as separate functions. They are two halves of the same system.

> your content’s primary job is to create and capture demand by surfacing warm intent signals from people already in your orbit.

> you then track engagement (post views, website visits) to build a qualified list of people to contact.

> outreach becomes a simple conversion event with people who already know you, leading to 60-100% reply rates.

The big unlock is a signal driven GTM loop

Your content identifies who to reach out to. Your outbound converts an audience that is already warm. This approach helps you achieve 60-100% reply rates by engaging your existing audience, a massive improvement over the typical 2% from cold lists.

You don't need a massively painful or complicated tech like others suggest stack. You need a simple, repeatable process.

I'm releasing the full playbook with the exact workflows and prompts next week

Thanks again to Shubh and the team at Valley for sharing their workflow

BlackRock ’s $1B BUIDL fund, Franklin Templeton's on chain fund, and JPMorgan’s Onyx mean one thing....
blockchain has become financial plumbing.

the speculation is over. the infrastructure phase has actually begun

The signals are undeniable. Look at the facts:

> regulatory clarity: Europe's MiCA framework is live, providing a clear rulebook for institutional engagement.

> Incumbent adoption: BlackRock, JPMorgan, Franklin Templeton, Visa, and Fidelity are running live programs. 

> economic superiority: You can achieve settlement compression from T+1 wire transfers costing $15 to $50 down to seconds for less than $1 using stablecoins.

The core value is simple.

You’re removing the reconciliation layer entirely. Think of it as plumbing. A shared ledger eliminates the painful and costly process of ensuring two different sets of books match. The asset and the record of the asset are one and the same.

Your treasury, strategy, and technology teams should be running pilots on this NOW

The choice is between clinging to outdated T+2 operations or adopting mature infrastructure that delivers immediate cost and speed advantages.

Send this to your CFO and COO. Ask them how you are preparing for this shift.

Every founder I meet says the same thing: "I know I should post more on LinkedIn, but I just don't know what to say"

The solution is to stop creating and start capturing

You spend hours every week on sales calls explaining your product, handling objections, and telling client stories. These are content mining sessions. Your best posts are already written; you just need to capture them.

Here is the simple content capture system:

1// record your sales and discovery calls (always with permission).

2// run the weekly transcripts through an AI tool like Claude or ChatGPT.

3// use this prompt: "Extract 5 LinkedIn post ideas from this conversation, focusing on repeated stories, analogies that land, objections handled, and questions the prospect asked."

4// Look for the patterns. If you find yourself repeating a story or analogy on calls, your wider audience needs to hear it too.

This system shifts you from 'content creation' (which creates pressure and blank page anxiety) to 'content capture' (which is simple documentation)

It preserves your authentic voice, increases consistency, and pre-qualifies prospects by answering their questions in public. 

A founder i spoke with last week implemented this and had his best week on LinkedIn immediately.

Reply with the most common question you get on sales calls. I'll show you how to turn it into a content series.

The next five years will lock in the global standards for AI. 
You have a choice: write the rules or have them written for you.

This is the defining geopolitical battle of our generation, a new cold war for AI dominance between the U.S. and China. 

The conflict pits two models against each other: China’s state control versus America’s open competition.

For fintech and Web3 founders, the outcome directly writes your operating manual. It will define the practical rules for compliance, data governance, and cross border payments you must follow.

Your GTM strategy is being written by foreign policy

Stop waiting for the outcome. Start shaping the narrative by publishing a clear stance on AI standards. 

Build trust with buyers, partners, and regulators now

Thank you AirOps for having me the other week at your hackathon

The energy from a room full of wicked smart content professionals was incredible

I'm bullish on content in 2026
I'm bullish on "content engineers"
I'm bullish on the AirOps team

The people who can apply systems thinking to content production will WIN the AI content race. Human-first, no slop, and systematic execution.

It's so clear content as outbound motion will be the primary engine for B2B growth, measured on pipeline.

Founders and leaders, you need to invest in this function now. 

This is your future GTM

No one is coming to give you reach, credibility, or pipeline

News, algorithms, incumbents, enterprise buyers, and compliance operate strictly on their own timelines.

Founders who publish consistently flip the power dynamic... suddenly prospects chase them.

Your own content is your fastest, cheapest, most controllable outbound engine.
For 30 days, define 2 or 3 ICP problem pillars, post daily on LinkedIn or X, drop one short weekly video and one newsletter.

Measure success by high intent DMs and qualified meetings.

Stop waiting.

Start the 30 day sprint today and build your own audience.

Your sales calls are a goldmine. 
Here’s how to turn them into LinkedIn posts that actually convert.

most operators burn hours trying to think up viral content. it’s all sitting in your Zoom folder. wild, right?

here’s what I do for SaaS teams running at 6x demo spikes/20x social growth:

// step 1: record every call (yes, all of them)

// step 2: run recordings through AI transcripts. you want buyer voice, objections, analogies, trigger phrases.

// step 3: scan for story signals-if an objection repeats, it’s content. if an analogy lands, double down. rinse, repeat.

// step 4: publish once a week. skip the fluff. share raw stories buyers actually say.

A saas client of ours used this. saw demo bookings jump 6x in 90 days. saved 18+ hours a week. LinkedIn became their top growth channel.

if you’re ignoring sales calls, you’re leaving serious money on the table. the stories are right there.

want my exact workflow and story extraction prompts? drop “goldmine” below and I’ll send the blueprint.

How HeyReach's Bojana Runs a $9M GTM Content Motion

ChatGPT now lets you turn off em dashes...

This specific update is a gift to the grammar nerds who analyze every post for AI signals.

I think it is fascinating to see engineering resources go toward punctuation style. It shows exactly where we are in the adoption cycle.

Is this progress or heresy?

Tell me below

#AI

HeyReach.io generated 9M in pipeline by turning content into a GTM engine.

You are still burning budget on low response outbound.

Today we show you how to make founder content your best outbound channel.

Here is the blueprint:
> Build an executive led engine mapping narrative to pain.
> Run content like outbound with weekly sprints.
> Instrument attribution to revenue for clear conversion.

Bojana Vojnović hit 9M in 28 months with a lean team

Founders and GTM leads in complex B2B markets need this.

Today live @ 12 noon EST

Register in the first comment to join the q&a

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The Battle

Brian Schmitt

Will Leatherman

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The Battle

Brian Schmitt

Will Leatherman

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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);}Brian Schmitt's LinkedIn Performance

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