Jack Frimston

2026 might be the hardest time to generate new businessInboxes are graveyards.  Everyones got something to sell. Cold calls turn into send me an email.Meanwhile, pipeline anxiety is at an all-time high.No sales? No business. No business? Well… you get it.If you’re a B2B service business with a real solution, not just another “all-in-one AI platform to disrupt synergy,”I help you get in front of the right people.Then we turn those conversations into qualified meetings that land directly in your diary.No growth hacks. No wishful thinking. Just honest, uncomfortable work that works.What I ACTUALLY do:- Book qualified meetings (without embarrassing your brand)- Train sales teams to prospect like it’s 2025, not 2015- Help people to make sales human againWant to go deeper?Book a slot: www.wehaveameeting.comBuy the book: https://amzn.eu/d/7x9KzwhPodcast: https://www.youtube.com/@wehaveameetingRemember you will die.

Sales Consultant

As a Consultant for AP+, I help businesses in the furniture, homeware, and tech industries find the right 3PL, storage, and fulfilment solutions.

I got rejected by Shell

Rejection Happens

Get over it 

Remember you will die

Helping Your Business Generate Qualified Meetings | Author - Sales Is Therapy | Director of the UK's 2nd Best Sales Agency 📞☎️📱

JK Rowling got rejected by 12 publishers

Michael Jordan got cut from his high school basketball team

I got rejected by a girl every time I went clubbing at 18 because I used to iron my collar and position it up like Danny Zuko

Rejection happens

Get over it

Remember you will die

Them: "How good are you at lead generation?"

Us:

They told me I couldn't make it

They told me to tone it down

They told me not to dress up as Fat Tony from The Simpsons for world book day

Look at them now

They were wrong

Never let anyone tell you what you can and can't do

Your time on this earth is too short to listen to others opinions

Be Brave
Be Bold
Be Yellow

Remember you will die

Most people are scared to pick up the phone

And I'm not just talking about sales

We live in a society where it's easier to:
- Email
- Slack
- WhatsApp

And more and more people are moving away from verbal communication

It feels easier and quicker

But you're losing so much

The magic of connection
The ability to communicate
The chance to listen to what is and isn't being said

If you receive a lengthy email from a client this week

If you receive a question from your team on slack

If you get a text of your Nan saying she's making spaghetti

Pick up the phone and call them

Not only will you probably make someone's day

But you'll keep the art of communicating alive

Remember you will die

Every successful person I've ever met only drinks black coffee

- No latte
- No flat white
- No cappuccino

I asked a millionaire why once and his response shocked me

"The time it takes to make the milk frothy is time wasted"

Ever since then I've only drank black coffee

You get used to the taste

If I want to leave generational wealth for my family you'll never catch me drinking a Macchiato

Remember you will die

You should NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER NEVER

Circle back or touch base....

When you leave a sales call it's very simple

1. "I'm a sucker for a next step - what would you like to do from here"

2. "And if I don't hear from you - what should I do then?"

Typically they'll say let's arrange a time, chase me, follow up on an arranged date

Then when you call back

"John, as promised I've got a note to speak with you today"

There are many other variations to this

but NEVER circle back

Remember you will die

Yesterday I got called out for ending my posts with "Remember You Will Die"

- Ollie Peck said it was weird

- Someone else said it wasn't funny

- Someone said it was boring 

THE MAJORITY OF PEOPLE MISS THE POINT

It is not morbid

It is a reminder that you could leave this earth any moment

Yet most people live their life as simple NPCs too afraid to take risks, face rejection and end up living with regrets

I actually think it's the best sales advice you could coach someone on

The stoics would use skulls, sand timers and trinkets to remind them...

I use LinkedIn

Seneca would probably be rolling in his grave

If you read this and you live your days filled with worry and fear - remember in 200 years nobody will remember you and you'll be long gone

RIP Marcus Aurelius you would have loved the new Louis Theroux documentary 

Remember you will die

The Beatles got rejected by Decca Records

Steven Spielberg got rejected by film school

I got rejected by girls every time I went clubbing because I always wore a blazer and carried a chocolate fondue machine around.

Rejection happens

Get over it

Remember you will die

My mum lied to someone's face.

It's the most important thing she ever taught me

I was walking through the town centre with my Mum and she stopped a passing by stranger 

The passing by stranger had bright blue hair in a Marge Simpson esque style.

“I absolutely love your hair” my mum said proudly

A big beaming smile landed on the womens face

“Thank you so much” as she skipped off into the sunset

We continued walking, my mum didn’t utter a word about the womens bright blue cookie monster styled bouffant.

“Why did you say you loved her hair, it actually wasn’t very nice?” I asked

“She’s obviously dyed her hair that colour for a reason, she wants to be seen.... so I saw her”

I thought no more of it, until I was a bit older and wiser.

All human beings want to be seen and noticed

If you want to become a better communicator

Imagine everybody has a sign around their neck that says...

"Make me feel important"

Remember you will die

You think you should have it figured out by now.

You don't. Neither did I. Neither does anyone.

I was approaching 30, I was single and I felt lost in life

I went from Speed Dating Host to Business owner in the space of 4 months 

I was scared I'd never settle down

I felt like I might never have a family 

The fear in your mid 20s is real

You're feel like your supposed to have it figured out

You have choice fatigue from too many option

You fall into a state of comparison with some friends getting married and other friends doing shrooms in Bali

It's ok to feel completely lost

It's ok to not be sure what you want to do  

It's only with hindsight that you can look back and feel like  you were exactly where you were meant to be

So if you feel lost, confused, feel like it's not working

Don't worry 

It'll all work out in the end - if it doesn't work out, it's not the end

Remember you will die

I’m in a bad place right now...



Not mentally.

I’m stuck on a train in Nuneaton .



Big trip to the smoke with Zac Thompson 

Remember you will die

We just wrapped up our biggest cold calling campaign of the year...

Yesterday we finished the day on 1000 booked meetings which is incredible

If we were using a mobile phone and yellow pages we wouldn't have had this success

Here's two tools we couldn't live without:

Nooks - The dialer that every sales team needs, with their new sequencing update we've got a few ABM campaigns that are going to SMASH IT 

Prospeo.io - The data provider we live and swear by: https://prospeo.io/wham

Well done to every single person at We Have  a Meeting who has worked on this campaign

Remember you will die

THIS IS EVERYTHING THAT'S WRONG WITH SALES

There's so much to unpack here

 If you're an email marketing agency and you're so good at it - why are you bringing on cold callers

Most email agencies do outbound calling and I'll tell you why

The best way to find new customers is by picking up the phone and having a conversation

End of.

The reason you're emailing in bulk is to find the people that have the problem you solve to then get them on a call

If your intention is to get them on a call

CALL THEM

The reason is that it's cheaper and easier to scale email marketing

Meaning lower operational costs and higher profit

Any idiot with a laptop and the internet can run an email marketing agency

Doesn't mean it's good

Also $1k-$3k a month performance based what is this...

The 1950s

You can be scared of AI
You can hide from AI

But I promise you, it's coming

Inboxes will be saturated
People will be tired
Buyers will be fatigued 

Learn to communicate like a real human being

Sales Is Therapy

Remember you will die

WE ARE HIRING...

If you want to work at one of the coolest sales agencies in the UK....

This might be for you....

(I did call ourselves cool)

- Manchester
- Bournemouth

- Junior SDRs, SDRs, Account Managers. Senior Account Managers

We are growing fast and are looking for the best talent...

Fill in this form out in 2 minutes and see if you're a fit:

https://lnkd.in/eRUP2fYV

Remember you will die

Every time you tell yourself "cold calling is dead" you're lying to yourself

You're avoiding discomfort

Oooooh, people prefer to receive memes in a message

Is it true?
Is it useful?

Your goal when selling is to have conversations

That's why the end result is to always book a meeting

CUT THROUGH THE NOISE

PICK UP THE PHONE

HAVE A REAL CONVERSATION

Shout out to Prospeo and Nooks for making cold calling not feel like it's the 1950s

Remember you will die

This is what ten days of dialling for our agency looks like...

Most salespeople can't do more than 50 dials a day 

In 2026 to have conversations, the input needs to be there

If we were using any other dialler other than Nooks this campaign would have been a failure

And they just launched AI sequencing, which means these results are probably going to triple

If you run a salesteam it's naive to think you don't need to invest in technology to equip your sales reps

Nooks aren't paying me $500 to post this, we genuinely use them day in day out and couldn't recommend a better sales sytem

Dan Lee + Rohan Suri + Nikhil Cheerla you should be super proud of what you've built - you're going to change the world of sales forever...

Remember you will die

(Message Shara Davoodi if you want to look at the new features)

You'll swipe right on a stranger.

But calling one? Absolutely not.

The world works digitally 

I get it

We order our food from screens
We choose our lovers from screens
We spend all day staring at screens, go home and stare at more screens

So why wouldn't you just prospect using LinkedIn and email?


BECAUSE ITS SATURATED 

People think the phones dying out

It's not

It's the same people that don't want to use it that are saying that

If you had the choice of hiding behind a screen or being rejected my strangers 

I understand why you'd pick the former

But if you have a choice of winning or losing....

Sales Is Therapy

Remember you will die

I haven't given my opinion on the Manosphere yet, and I don't think Linkedin needs another opinion

What I do know is - the world needs more brilliant male role models

And I think Peter Wood could be the guy

Young, curious, ambitious and on a mission to close the skills gap with Calibr

Peter has already achieved more in his life than most 80 year olds...

This episode of the podcast was brilliant

Peter Wood X We Have A Meeting Podcast

Out on all streaming platforms - Youtube tonight

Remember you will die

Every single day we sell at least ONE copy of our book....

That is madness

If you told 10 year old Jack that people would buy our book, read it and use it

I think he'd be more bothered about what time his chicken nuggets were going to be ready

But anyway

Thank you to everyone who's read Sales Is Therapy

Also - THE KINDLE VERSION IS NOW BACK ON SALE

Anybody want the audio book? - Let us know.

Remember you will die

B2B SEO & Web Design For Revenue Not Vanity | DM To Discuss | Host @ Business Growth Show (Top 10 B2B Marketing Podcast, Cognism)

Your website struggling to drive a steady flow of qualified demos/leads?
Tired of losing leads to competitors ranking higher on Google/AI?
Frustrated your SEO agency isn't delivering demos & revenue?

WE FIX THAT.

OUR GROWTH STRATEGIES:

→ SEO to get top of Google & LLMs, bringing revenue-focused demos and signups
→ Start driving pipeline from AI and Google organic as fast as 90 days

BREAKING B2B - B2B MARKETING & DEMAND GENERATION PODCAST

Grow your b2b/SaaS company without the BS. Weekly top 2.5% podcast with actionable marketing tips to grow your revenue: www.breakingb2b.com

STILL NOT CONVINCED?

→ See our work, client results & starting rates here: www.breakingb2b.com

BOOK A CALL:

💻: www.breakingb2b.com
📧: Connect & DM Me
✉️: sam@samdunning.org

CORE SERVICES:

→ B2B SEO strategy and execution
→ Content marketing
→ Digital marketing for SaaS

WHY BREAKING B2B?

→ We focus on revenue, not vanity metrics
→ Our strategies are data-driven and results-oriented
→ We have a proven track record with B2B and SaaS companies
→ Our podcast (Breaking B2B) gives you free, valuable insights into B2B marketing

About time your website became your best (24/7) salesperson?
Get in touch today, and let's start growing your business.

P.S.
Agencies: We offer white-label SEO to help you deliver results on time and within budget.

Sam Dunning

I ask the public: whats the point of linkedin?

Founder @ Breaking B2B | B2B SEO For Revenue Not Vanity | SaaS & B2B Teams Hire Us To Scale Organic Pipeline From Google & AI Search | DM To Discuss | Host @ Breaking B2B (Top 2.5% B2B Marketing Podcast)

Proud founder moment.

Breaking B2B is recommended more each week in communities like Exit Five and events across US and EU as a trusted SaaS SEO/AEO agency.

Showing up in our booked calls 'how did you hear about us'

2yrs ago when we started was just me cold calling marketing leaders to get discovery calls.

Blessed to now have an demand + inbound engine from SEO/AEO, linkedin, youtube and recommendations.

Onwards!

🙂

graphical user interface, text, application, email

I bootstrapped Breaking B2B to $200k/mo.

Alongside SEO and linkedin organic x paid...

YouTube has been a big growth driver for us, run by Samu Kovács.

Our YouTube videos are mentioned on almost every sales call we get.

Here’s how we did it:

DOMINATE SEARCH ON YOUTUBE.

We now consistently come up for the exact terms our ICP searches for "B2B SEO", "SaaS SEO", "SaaS Marketing" etc. We rank at the top for these YouTube searches and get in front of our dream clients (SaaS marketing leaders & founders) every single day.

GIVE AWAY THE SECRETS.

We share full SEO playbooks we run for SaaS founders like Adam Robinson and Adam Holmgren to drive organic sign-ups and demos, step by step so you can copy the blueprint...or just hire us to do it for your company.

FUEL OUR LINKEDIN.

Every time a new video goes live, we turn it the hook into LinkedIn posts. That drives early views and engagement, and my audience here on LinkedIn can go deeper and consume more of my content. Some we run as thought leader ads. All channels feed each other. Nobody wakes up ready to invest $5-20k+/mo on SEO. It takes time to build trust that we are the right team to deliver. 

EMBED TO BOOST SEO.

Most relevant blog posts and landing pages on our site have YouTube video embedded. More real estate on google and these can pull up in AI search. Our blog posts rank higher and the people who land on them get to consume the content in a format they actually enjoy.

SEND VIDEOS TO LEADS BEFORE SALES CALLS.

This is one of the biggest unlocks. Before every sales call, leads automatically get YouTube video break-downs sent to them. By the time they get on a call with us, they've already know our 90 days to pipeline/revenue process. They show up educated ready to talk next steps. That's why our videos get mentioned on almost every single call.

THE BEST PART?

Samu and his team handle everything. Ideation, scripting, editing, thumbnails, SEO, scheduling. All I do is share ideas and show up on camera for a couple hours a month. And in return, we get a machine that fuels our YouTube, our LinkedIn, helps SEO, and our sales process all at once.

We are on month 25 of growing Breaking B2B and have been truly blessed so far with clients, our team and growth. Onwards!

PS. did you check the Breaking B2B youtube yet? 👇

Just asked Nina Quist [CMO of Eletive] why she chose Breaking B2B to run SEO & AEO for her SaaS. Here’s what she said:

___

🎁 we've got 3 spots for new SaaS clients this month. Apply for 90 days to revenue SEO/AEO review here: https://lnkd.in/e_uAy6WR

I’m seeing SaaS execs burn time and cash on the AI prompt tracking goldrush…and it’s KILLING me. Do this instead if you wanna drive pipeline:

Rather than tracking every prompt under the sun that has a tiny bit of relevance to your brand that someone may or may not type into ChatGPT needing your solution…

…Just because it looks cool and gives a great looking chart on a LLM visibility tool.

It reminds me of SEO agencies that would push top funnel articles and content to get max traffic at all costs that drove little to no pipeline and revenue.

The better way?

Focus on what your ICP search on Google and AI search when:

- needing your solution now
- comparing different vendors
- looking to move from the incumbent 
- having the crisp problem you solve

and starting with those 5% in market.

get your brand recommended in LLMs and rank on Google for these money terms first. 

often these have less search volume but high buying intent, can rank and get you cited on AI faster and often drive pipeline fast as 90 days with the right strategy.

PS. grab my 90 days to revenue SEO/AEO video guide: https://lnkd.in/et7yce7s

I started Breaking B2B because I’m selfish as fudge.

Rewind a few years.

At my last agency.

Monthly cash flow was up and down

We’d sell a few projects and be on an up.

And the next month have low sales and be struggling.

A stressful life.

Then it clicked.

We had a steady flow of daily leads from our organic #1 money keywords on Google.

Why not offer the same for our clients 

Do something we can deliver well on.

Get organic search working to drive solid leads for them.

And secure us some monthly recurring revenue.

After some time…

I learnt B2B SaaS companies were the ones we got best results for 

They had the problems we solve around:

- lacking SEO resource in house
- competitors outranking them on Google & AI search
- relying too much on paid ads or outbound
- last agency delivering traffic but not pipeline 

So in Feb 2024 Breaking B2B began with one focus. 

B2B SaaS SEO & AI search for revenue NOT vanity.

Fire your $15k/mo SEO agency.

This prompt replaces everything.

JK.

Those posts kill me a little inside.

I've got something better for you.

Just finished a $1.5M SaaS SEO breakdown for Fibbler. 

Watch the breakdown here: https://lnkd.in/e5cjCeHY

30-minute video masterclass sharing:

- Setting a solid foundation 
- Quick SEO wins many ignore
- Why most tech SEO is bullsh*7
- How to craft pipeline driving content
- unusual strats to drive demos and revenue
- How to get pipeline within 90 days
- LLM visibility cheat codes
- Proving impact
- Tonnes more

Copy the blueprint and drive pipeline fast w/ SEO & AEO.

Backed by data working with 41+ active SaaS companies.

(yours for $0 before Adam Holmgren finds out I’m leaking this) 

Watch the breakdown: https://lnkd.in/e5cjCeHY

No alternative text description for this image

This strategy is cooking demos for us weekly and I'm yet to find a more powerful SaaS marketing engine...but it's not one channel. It's a DEADLY TRIO:

- Linkedin (exec brand + paid)
- SEO & AI search
- Youtube

In 22 minutes you're gonna learn:

- The results they drive
- How they work together
- Exactly how to leverage each one
- Why these deadly 3 channels crush it

This playbook helped Breaking B2B go from 0-$2M ARR in 2yrs.

Watch the full breakdown: https://lnkd.in/ejQkzPVR

RB2B just hit $7.8M ARR w/ 3 FTEs. We've ran their SEO/AEO engine since $5M ARR (7mos ago). Peek our exact strategy for Adam Robinson' SaaS this month:

BACKGROUND & RESULTS SO FAR.

Our focus driving sign-ups as quick as humanly possible from AI and google organic search. So far we have great coverage with top spots on google and consistent brand recommendations on LLMs for all major competitor alternative searches, visitor identification software searches, comparison searches and a bunch more use case and integration ones. Through a mix of customer research focused content, light technical works, link building and external listicle placements. Per below screenshot and Adams words...its paying off. Let's dive into the strategy this month.


NET NEW CONTENT

listicle articles:
- best lead intelligence software (400 searches/mo)
- opensend alternatives (90 searches/mo)
- lead qualification checklist (600 searches/mo)

comparison landing page:
- leadfeeder vs lead forensics (150 searches/mo)

3x bottom funnel pieces and 1x mid funnel piece. All manually crafted.

The first piece targets “lead intelligence software”, a keyword with solid search demand. A product listicle will allow RB2B to capture decision-stage traffic from buyers actively evaluating lead intelligence and visitor identification tools. Positioning us as the #1 backed by why customers choose us, pros and cons, pricing, showing our product in action + CTA...then a fair evaluation of other tools. Solid to control the narrative and these pages often get cited in AI search.

We'll also publish a competitor comparison page, sharing where RB2B is a stronger alternative across different use cases for users evaluating website visitor identification or intent data platforms. 

Another BOFU page will target OpenSend alternatives and competitors, helping intercept comparison-driven traffic.

Lastly, a listicle article around lead qualification checklists, aimed at attracting sales and RevOps teams looking to improve their lead qualification processes and naturally introducing RB2B as part of the workflow.


BACKLINKS.

We'll earn da50+ niche relevant links for:
- data enrichment tools
- 6sense alternatives
- 6sense competitors
- intent data types	


EXTERNAL LISTICLE PLACEMENTS

Huge for LLMs to cite. Top 3 placements. Great for classic SEO too with a solid backlink.

___

Wanna see if we can scale demos quick as 90 days for your B2B/SaaS?

Visit the Breaking B2B site to check our results, pricing and grab a call: https://lnkd.in/e7XuM6au

Watch my 34-minute SEO/AEO breakdown video for RB2B: https://lnkd.in/eiZfaXXq

I ask the public: does cold calling still work?

A $1.5M SaaS SEO/AEO strategy.
(copy the full blueprint for $0)

See the exact SEO and AI search battle-plan we're running for Fibbler to scale from $500K to $1.5M ARR. 

29 minutes of tactical advice to get recommended in LLMs and show top of Google organic for dream clients needing your software.

Get into the consideration set with ICPs and finally drive a steady stream of pipeline with organic search quick as 90 days.

Strategies backed by 41+ active SaaS clients at Breaking B2B.

(share with your CMO before Adam Holmgren makes me take it down)

Watch the masterclass: https://lnkd.in/e5cjCeHY

Old way of SEO: Traffic at all costs.

New way of SEO: Less traffic, more qualified pipeline.

Organic traffic is vanity for your B2B/SaaS unless its turning into opportunities for your sales team. 

Especially now LLMs send a tiny amount of traffic to websites as they wanna keep you on platform.

Money keywords/prompts are the foundation of a successful SEO & AI search strategy.

The high-intent bottom of the sales funnel search terms that indicate your prospect is actively in market for solutions like yours and likely keen to book a demo, sign-up or grab a call. 

Earn mindshare and get into the consideration set of your ICP.

Instead of wasting time on top funnel, information gathering keywords that bring traffic (many eaten by AI overviews & ChatGPT) but no conversions, focus on those that signal buying intent.

Identify what your customers search for when they’re ready to evaluate options or compare: 

Think:

“Best [software] for [niche you serve]”  “[competitor] alternative”
“[competitor] pricing”
 “[competitor 1] vs [competitor 2]” 
 "Best [niche] platform/tools/software"
 and many more

These long-tail keywords may not have the highest monthly traffic volume, but they drive conversions.

Many are also low difficulty and can drive demos fast as 90 days.

And a good chunk of these pages tend to get picked up well in LLMs right now to get citations and brand mentions.

PS. grab my 90 days to revenue SEO & AI search mini-guide and video: https://lnkd.in/et7yce7s

If I was a SaaS CMO needing demos in 90 days from SEO/AEO…I’d forget vanity traffic and prompt tracking and triple down on these 7 plays:

1. Nail your blueprint.

Map out every way that a prospect could search for your offering, compare vendors/alternatives, look for use cases/integrations etc. when they are in buying mode for your solution. 

2. Update and build an epic moat (website).

Use a tool like ahrefs to see which bottom funnel commercial pages you have already ranking but not #1 on Google or being picked up in AI search. Prio these gems for updates, linkbuilding and brand mentions for quick inbound. ChatGPT pulls from google.

Craft net new pages for bottom funnel pages you lack. Look what type of page (article, listicle, landing page) ranks on google or gets cited on AI search and blow it out the water. Fuel your page copy with customer research, unique stats product visuals, proof points, or reporting and address tough questions from sales calls. Ensure each page goes into detail and has a quick summary on the topic upfront with why you (LLMs can pull from this).

3. Leverage these pages cooking demos.

Build your own listicle articles for each competitor alternative term, best X software term, etc. craft yours to blow current pages out the water. Positions your software too backed by customer research, where you are a good and poor fit and a fair comparison of other vendors. Hugely important pages to control the narrative in your niche.

Find external “Top X software” and similar articles ranking well. Reach out to the authors and offer them a sweetener to include your brand.

You could offer to have them on your own listicle, offer a podcast slot, service exchange, social shoutout, etc. Some are pay to play. Many are up for value trade.

4. Win from past media.

Find an exec from your team that’s done a lot of press, podcasts etc. Put their Linkedin profile url into an SEO tool. Reach out to all relevant sites citing them that did not give you a brand mention or backlink to amend article. This is a huge quick win.

5. Control the narrative.

Google & LLMs love to cite Reddit. Start being helpful on relevant threads. Only mention your brand where it’s relevant. Start guesting on the top podcasts in your industry. Focus on a useful show for your ICP. Ask hosts to mention your brand and a backlink in the published article. If you can do all this and have resources for your own YouTube channel and podcast great, if not, prioritize the above tasks.

6. Speed beats huge players.

Do the above with speed and you’ll chip away at giant slow-moving competitors. They have slow approval processes with layers of management, legal etc. Speed will be your unfair advantage.

7. At Breaking B2B we work with 41+ active SaaS orgs making SEO/AEO a top pipeline driver. From our learnings AI search is solid pipeline focused SEO + b2b ecosystem marketing. 

___

grab my 90 days to revenue SEO/AEO mini-guide & video: https://lnkd.in/et7yce7s

Breaking B2B went from $50k/mo to $185k/mo last yr. George Coudounaris runs our LinkedIn Ads and most enquiries mention LinkedIn on calls. Here’s exactly what he did (and our plan to hit $400k/mo this year):

BACKGROUND.

With organic reach tanking like crazy I knew LinkedIn ads would be key to keep top of mind for our SEO/AEO services for B2B SaaS marketing leaders and to amplify my organic content. 

Plus, fixing our funnel of SEO/AEO and YouTube traffic who hit our site but didn't convert.

Getting the deadly trio: SEO, YouTube and LinkedIn cookin'


THE STRATEGY.

(1) George made me get brutally clear on ICP 

With a very limited budget to start (1.2k/mo), we weren’t going to rely on LinekdIn’s native filters. We wanted a TIGHT company list that matched his ICP of B2B SaaS companies he serves best. 

So he asked me:
Who are your best clients? 
Who gets the most value?
Which companies do you want more of? 

Turned that into firmographic filters, pulled a list, looked through it manually - so we knew we were getting in front of the right companies from Day 1. 


(2) Thought Leadership Ads became the growth engine

Thought Leadership Ads are winning right now for many b2b orgs with execs already organically posting with a following. Its high engagement rates mean you get better bang for your buck, and is a great place to start.

(my engagement rates are 8-15%) 

But we don’t just boost any content. 

Before we started,
We mapped best performing posts to the 5 Stages of Awareness

• Stages 1-3 → cold audiences
• Stages 3-5 → warm audiences

Then filled any content gaps.

Next step: every post needed a CTA.

Early-stage posts link to helpful resources.
Later-stage posts push toward booking a call.

Result?

Thought Leadership Ads consistently hit engagement rates as high as 15%, which meant Sam was everywhere his buyers looked.

Since then, we’ve layered in:

• Company page ads so Breaking B2B grows beyond my face
• Amplifying clients/partners getting results posting about Breaking B2B

So the brand scales, not just me.


(3) Constant Optimisation of Thought Leadership Ads

Judge the top performing Thought Leadership Ads by looking at:
Engagement rate
Cost per landing page click (a custom metric not available in platform)
New subscribers
High intent pages
Calls booked

And have a tight feedback loop on what’s landing to closed-won. 


(4) Acknowledge the reality of the buying journey 

Most prospects aren’t in-market today. Many have an SEO vendor they’re probably not seeing value from. 

Others are getting their business to the point where they can finally invest in SEO/AEO. 

The ads keep us top of mind. So when they’re ready, they come straight to Breaking B2B.

—

What’s next as we push toward our stretch goal?

• Upload a new company list to double audience size
• Increase spend to scale reach
• Scale top-performing ads into the expanded audience
• Grow company page ads so demand scales beyond me


Follow along as George and I share results!

VP Marketing: "how do we justify more investment in content, SEO, or AEO when traffic is less reliable, attribution is messy, and every tool promises charts that go up and to the right?"

Me: stop treating AI search like a vanity traffic game.

Treat it like a consideration set game.

Wynter asked 101 SaaS CMOs which channels they use to discover and research vendors.

84% said they use AI tools.

Instead of scaling content for the sake of volume, focus first on high-intent, bottom-of-funnel pages that earn mindshare and drive pipeline.

strong comparison and alternative pages.

industry pages, verticals pages, product listicles.

clear positioning on your own site.

external mentions on the sites LLMs are pulling from for pipeline driving prompts and keywords.

Control the narrative on your own site.

Build credibility on third-party sources.

Measure pipeline impact, not just visibility metrics.

and the best part?

done right, this playbook gets you ranked well on google organic

and mentions on AI search for high intent buyers.

a double win.

PS. grab my 90 days to revenue SEO/AEO mini-guide and video: https://lnkd.in/et7yce7s

RB2B (24mnth startup) are catching the 14 year old incumbent…7 months after starting SEO & AEO w/ Breaking B2B: 

Owning positioning for the niche.

Controlling the narrative.

Recommended in AI search.

Top of Google organic.

No vanity traffic.

Focused on high intent buyers.

Hunting for their software now.

Comparing options available.

Needing a specific integration.

Frustrated with current provider.

Having a crisp painful problem to solve.

Driving sign-ups and revenue.

___

Peek the full video breakdown we run for Adam Robinson’ SaaS: https://lnkd.in/eiZfaXXq

Grab my 90 days to revenue SEO & AEO playbook: https://lnkd.in/et7yce7s

I ask the public: how to get #1 on google?

taplio

The Battle

Jack Frimston

Sam Dunning

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taplio

The Battle

Jack Frimston

Sam Dunning

Followers

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);}Jack Frimston's LinkedIn Performance

Performance ScoreSam Dunning's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJack Frimston's LinkedIn Performance