I am a growth-driven B2B marketing leader with 15+ years of experience across SaaS, GovTech, and services, building demand engines, brands, and communities that scale.

What I focus on:
🔸 LinkedIn as a growth channel (organic + paid)
🔸 Demand generation and ABM that actually converts
🔸 Brand and storytelling in complex B2B environments
🔸 Category leadership, not just lead volume

I am a former basketball player and one of 80 LinkedIn Certified Marketing Experts globally (and the only one in New Zealand), and I regularly mentor and train marketers worldwide.

On LinkedIn, I share:
🔹  Practical B2B growth lessons
🔹  LinkedIn strategy that works in the real world
🔹  Honest takes on modern marketing leadership

If you care about B2B marketing that is strategic, human, and effective, follow along or say hello.

Javier YebenesB2B

Niko Scown-Vazquez

Digital Marketing Manager at UTTR, E-Com Entrepreneur

As a paid media consultant, I primarily work with AI-native B2B SaaS companies, from seed stage to publicly traded, helping turn paid ads into a predictable growth lever.

Across LinkedIn and Google Ads, I operate in the top 1%, having managed $56M+ in ad spend and driven $500M+ in B2B SaaS pipeline. Meta, YouTube, and Reddit are used selectively as secondary channels for incremental scale.

I work as a contractor, not an agency, and partner with a handful at a time to maintain execution quality.

Before B2B SaaS, I learned paid ads by spending my own money. I built and scaled one of New Zealand’s leading recovery equipment e-commerce stores from scratch, with Google and Meta as the core growth channels. Every dollar mattered, and that discipline still shapes how I approach spend and risk.

I’m a Kiwi from New Zealand, studied in the U.S. on a tennis scholarship, and grew up competing at a high level. That competitive background carries through into how I operate today.


𝗛𝗢𝗪 𝗜 𝗪𝗢𝗥𝗞

Most teams don’t need more channels.
They need better decisions and tighter execution.

I operate as a fractional Head of Paid Media, with a strong understanding of how B2B companies actually run:

• How paid supports long sales cycles
• How marketing and sales hand off pipeline
• How CRM and ABM data should be activated
• How to plan quarters, not just campaigns

I stay close to accounts and work directly with founders, CMOs, and demand leaders.


𝗪𝗛𝗘𝗥𝗘 𝗜 𝗔𝗗𝗗 𝗧𝗛𝗘 𝗠𝗢𝗦𝗧 𝗩𝗔𝗟𝗨𝗘

I typically work with:

• SaaS companies spending $15,000+ USD per month on paid media
• Early-stage teams post-funding validating paid
• Later-stage companies with marketing teams needing paid expertise without adding headcount

I bring depth across paid search and paid social, often acting as the connective layer between marketing, sales, and RevOps.


𝗔𝗩𝗔𝗜𝗟𝗔𝗕𝗜𝗟𝗜𝗧𝗬 & 𝗡𝗘𝗫𝗧 𝗦𝗧𝗘𝗣𝗦

I only work with a select small number of clients at any given time.

I’m currently fully booked through the end of 2025. If you’re planning paid media for 2026, feel free to reach out to discuss fit or join the waitlist.

When relevant, I offer:

• A 30-minute strategy conversation
• A free ad account audit with a 90-day paid roadmap

Message me directly on LinkedIn, email me below, or book time via the link above.

Email = niko@overscaling.com

Digital Marketing Manager

Building a tailored marketing strategy from the ground up for leading B2B SaaS companies. Setting growth focused KPIs to meet client goals through extensive testing across a range of digital channels.

After running 50+ LinkedIn webinar campaigns in 2025, this is the playbook I’m using heading into 2026 for repeatable success.

1️⃣ Webinar topics live or die by TAM

Audience size matters more than most teams admit.

A simple rule of thumb:

• Under 10k → expensive and fragile.
• 10k–50k → the sweet spot.
• 100k+ → cheaper, but likely too broad.

Broad, market-level problems scale better than narrow product or role-specific topics.

Leverage high-intent ABM ICP lists where possible. 


2️⃣ Set expectations early

A reliable benchmark:

• 50% of registrants will actually attend.

If you need 200 attendees, plan for ~400 registrations.

Everything else flows from that math.


3️⃣ The only two LinkedIn campaign types I run

Skip LinkedIn Event campaigns. These suck.

I split budget roughly 50/50 between:

A) Lead Gen campaigns

Lower friction. Predictable. Scales cleanly.

B) Engagement (thought leadership) campaigns

Boosted posts from senior leaders driving to a landing page.

Cheaper clicks, higher engagement, more landing-page dependent.


4️⃣ Lead Gen campaigns: what actually converts

Creative:

 • Single image.
 • Bold headline.
 • Speaker headshots outperform webinar titles.
 • Name, role, and company clearly visible.
 • Clear CTA button.

Two speakers tend to outperform one.

Copy:

 • Start with a clear industry pain as the hook.
 • 3–5 bullets on what they’ll learn.
 • Call out who it’s for.
 • Highlight Q&A session
 • Direct CTA.

Bullets outperform paragraphs.

Lead Gen form:

• Make it crystal clear this is a webinar registration.

One addition I now use on every campaign:

 • A checkbox for “Interested in a demo or private walkthrough.”

This converts at roughly 10%.


5️⃣ Timing and budget

Best-performing window:

• Launch ~3 weeks before the event.
 • Peak performance ~2 weeks out.
 • Scale down in the final week.

One-week-only pushes usually underperform.


6️⃣ Benchmarks (US B2B SaaS)

Strong:

 • $50–$100 per registration.

Acceptable:

 • $100–$150.

Above that:

 • Topic, TAM, creative, or offer needs work.


This is only a sneak peak of a larger webinar engine.

Paid media isn’t the strategy. It’s the amplifier.

If you want specifics on creative, copy, Lead Gen forms, or landing pages, DM me and I’ll share specific examples.

#B2BMarketing #DemandGen #Webinars #PaidMedia

B2B SaaS Paid Media Consultant | Demand Gen for AI Native Companies | Founder @ Overscaling

taplio

The Battle

Javier YebenesB2B

Niko Scown-Vazquez

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taplio

The Battle

Javier YebenesB2B

Niko Scown-Vazquez

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);}Niko Scown-Vazquez's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreNiko Scown-Vazquez's LinkedIn Performance