Head of Content @ LASSO | Co-host of That's Marketing, Baby | Delivering daily cheat codes for small content teams

I'm a creative director turned content marketer and strategist with more than 20 years of experience conceptualizing and executing breakthrough work for B2C brands like Eggo, Rice Krispies, Blue Cross, Cottonelle, and McDonald’s, and B2B brands like Fastly and Island.

I have a knack for leading cross-functional teams toward a common goal, bringing order to the oft-chaotic creative process, crafting insight-driven global campaigns, and bringing stories to life via long- and short-form content.

Jess Cook

Marketers can spot lazy creative from a mile away.

We roll our eyes at generic messaging. 

And we definitely know when someone's trying too hard.

But we also know when something's genuinely different. 
When a brand is doing something we haven't seen before. 
When the execution makes us stop scrolling and think, "Okay, that's actually clever."

That's the bar I want Vector 👻 to clear.

And with that, I give you "Warm Water, Warmer Leads."

We had 20 seats at our Exit Five Drive dinner.
 
And the way we filled them is different than what you'd expect.
 
Here's how we did it ⤵
 
Exit Five sent us an anonymized attendee list.
 
Just title, company, industry, and URL. No names.
 
So I passed it to our Rev Ops lead, Sara McNamara, and asked her to work her usual enrichment magic.
 
What she handed back was insane: 
→ Full names and LinkedIn URLs 
→ Their martech stack 
→ Number of ads currently running on LinkedIn
 
From there, I filtered ruthlessly:
 
✂️ Anyone running below a certain ad threshold (probably not our ICP) 
✂️ Small companies without the right team structure for our tool 
✂️ Anyone who wasn't a decision-maker or close to one
 
I needed people who could either make a buying decision or bring Vector 👻  directly to someone who could.
 
Then, I filled the other half of the seats with customers.
 
Joshua Perk 👻 was all, "Jess, we already sold them. What's the point?"
 
But because we seated them strategically next to prospects, we (the Vector team) didn't pitch Vector once that night.
 
We didn't have to.
 
Our customers did it for us—naturally, authentically, in their own words.
 
I'd walk around the restaurant and just... listen:
 
"Here's how we're using it..." 
"We've built our entire workflow around it..." 
"The results have been incredible..."
 
Way more powerful than anything we could've scripted.
 
Plus, it allowed our team to truly get to know our guests. We talked about our kids, our current Netflix obsessions, our favorite places to travel. All of which made follow up and opp creation a heck of a lot easier.
 
Josh and I break down our entire event sponsorship debut in the latest episode of This Meeting Could've Been a Podcast—out now!

• Why we selected the events we sponsored
• How we crafted an on-brand experience
• Our event plans for 2026
• The story of the three-hour scramble when the dinner got moved up a day

You know where to find the links! 👇

Hey, what are you doing Dec. 9-10?

Cuz it'd be cool or whatever if you could go to Full Circle with me.

It's for small, B2B marketing teams with big ambitions. Which, is like, totally us.

I made you a mix tape about it. ☺️

Wanna go?

☐ Yes (I left you a link in the comments.)
☐ No (Forget I said anything. Pretend this never happened.)

Full Circle Mixtape Vol. 2

Lead magnets have their place.

But this year, we focused squarely on awareness magnets.
 
And our podcast is proving it works.
 
→ More shared and talked about than 90% of shows on Spotify
→ Branded search up 430%
→ Inbound demos from people who "saw us everywhere"
 
They come in pre-sold on our vibe. Pre-educated on our POV. Pre-convinced we're the team they want to work with.
 
Meanwhile, our competitors are still gating their best ideas behind forms with very little investment toward getting people to CARE about them.
 
Sure that's harder to measure, takes longer to pay off, and requires way more creativity. 

But being forgotten is more expensive than all of that combined.

Because you can't convert people who don't know you exist.

------------------------

So proud of our little show that turned into a big show. Go check out This Meeting Could've Been a Podcast if you haven't already!

#SpotifyWrapped

When you pivot your entire company, your marketing goals have to pivot too.


We spent months repositioning Vector: new messaging, new pricing, new website, new everything.

Which meant we also have to temporarily shift from "will we hit our revenue number?"
to "is this pivot even the right direction?"

𝗠𝘆 𝗷𝗼𝗯 𝗯𝗲𝗰𝗮𝗺𝗲: 𝗳𝗶𝗻𝗱 𝘁𝗵𝗲 𝗹𝗲𝗮𝗱𝗶𝗻𝗴 𝗶𝗻𝗱𝗶𝗰𝗮𝘁𝗼𝗿𝘀 𝘁𝗵𝗮𝘁 𝗽𝗿𝗼𝘃𝗲 (𝗼𝗿 𝗱𝗶𝘀𝗽𝗿𝗼𝘃𝗲) 𝘁𝗵𝗶𝘀 𝘄𝗮𝘀 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁 𝗺𝗼𝘃𝗲.

I landed on three goals.

1️⃣ 𝗛𝗼𝗺𝗲𝗽𝗮𝗴𝗲 𝘁𝗼 𝗱𝗲𝗺𝗼 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗿𝗮𝘁𝗲 
(Peep the video to see where you want it to be.) 😁

2️⃣ 𝗜𝗻𝗰𝗿𝗲𝗮𝘀𝗲 𝗱𝗲𝗺𝗼𝘀 𝗯𝗼𝗼𝗸𝗲𝗱 𝗯𝘆 𝗜𝗖𝗣 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝘀 𝗯𝘆 𝟱𝟬% 

3️⃣ 𝗗𝗲𝗰𝗿𝗲𝗮𝘀𝗲 𝗱𝗲𝗺𝗼𝘀 𝗯𝗼𝗼𝗸𝗲𝗱 𝗯𝘆 𝘀𝗮𝗹𝗲𝘀 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝘀 𝗯𝘆 𝟱𝟬%

Because positioning has to do TWO things at once: attract the right people AND repel the wrong ones.

We're nearly a month past launch, and we're nailing these goals.

But this taught me something valuable about pivots: You can't just keep measuring what you measured before.

Get the full scoop on how we pivoted Vector without breaking the business (and ourselves) in the latest episode of This Meeting Could've Been a Podcast—out now!

If you're spending $25k+ per month on LinkedIn ads, this is your BOGO moment.
 
No promo code needed.
 
Vector's new Bid Agent just launched, and it's basically Black Friday for your ad budget.
 
Flip a switch and start getting 25-60% more outcomes for the same spend.
 
𝗛𝗲𝗿𝗲'𝘀 𝘄𝗵𝗮𝘁 𝗶𝘁 𝗱𝗼𝗲𝘀:
 
LinkedIn's Max Delivery is designed to win auctions. Not to maximize what you get for your money.
 
Bid Agent adjusts your bids every 15 minutes to find lower-cost windows and higher-density impression periods within your audience.
 
Same targeting. Same people. Way more outcomes per dollar.
 
"𝗪𝗮𝗶𝘁, 𝗰𝗵𝗲𝗮𝗽𝗲𝗿 𝗰𝗹𝗶𝗰𝗸𝘀 = 𝘄𝗼𝗿𝘀𝗲 𝗾𝘂𝗮𝗹𝗶𝘁𝘆 𝘁𝗵𝗼𝘂𝗴𝗵, 𝗿𝗶𝗴𝗵𝘁?"
 
Nope.
 
LinkedIn still only shows your ads to the exact audience you define. Bid Agent just finds the moments when reaching them costs less.
 
(And things get REAL interesting when you layer it on top of your contact-level audiences built in Vector.)
 
If you're a demand gen leader that has this kind of buying power on your wish list, there's a link in the comments just for you.

It snowed here this week. So I need very little convincing.

But if you're someone who needs a bit more to go on...

Here's your sign to join me at Above the Fold in February. Two days of workshops focused on one thing—B2B websites—in Ft. Lauderdale, FL.

In my mind, I'm already there. 😎

See you in FL?

BOFU.ai

We help B2B SaaS companies create AI workflows that take customer insights and creates BOFU content and sales enablement.

Founder

Oomnitza

AI Content Strategy Advisor 

Authority Plug

WorkProud

Online Rewards

SoundThinking (formerly ShotSpotter)

Fractional Head of Content

Content Strategy Advisor

Anvilogic

Content Strategy Advisor 

Conveyor

Optilogic Inc.

CourseStorm

Bottom-of-funnel Content for Growth-Stage B2B SaaS | Content Strategy Vibe Marketer⚡️| Founder @ BOFU.ai

I was an in-house content strategist for over a decade. 
I got amazing results running BOFU programs in-house.
But since becoming a consultant I've been able to:

✅ Increase blog conversions from 6 to 30/mo ~ 5 months
✅ Achieve over two dozen first page rankings for teams 
✅ Take blog conversions from 5% to 30% ~ 90 days
✅ Drive 7-figures in attributable inbound pipeline
✅ Empower content teams to learn BOFU marketing 

When clients come to me they have a very specific goal:
Drive inbound leads, sales and customers from their blog 

But they're usually running into the following problems:
❌ Too much (or only) top-of-funnel content on the blog 
❌  Seeing an increase in traffic but not leads 
❌  Most of the leads are coming from paid ads vs oragnic
❌  Their content team is lean and limited on resources 
❌  Content and SEO agencies aren’t delivering
❌  In-house writers have knowledge gaps about BOFU 
❌  Not able to clearly attribute content to pipeline 

Here's how I help content teams:
- Creating a bottom-of-funnel comparison page strategy 
- Showing clear content to pipeline attribution 

If you’re a VP of Marketing or Marketing lead and you’re facing one or more of these problems: 

- Producing content there’s a lack of strategy and direction
- Not seeing attributable inbound signups from blogs
- Working with SEO agencies but not seeing inbound leads
- No or limited inbound leads coming from the blog  
- You or your team's knowledge of BOFU is limited 

I'm here to help you out. 

Let's talk!

Lashay Lewis

When I started consulting I was SHOCKED how many marketing VP’s and content heads had no background in content. 

But to my surprise most of them didn’t. 

And after awhile I was able to tell too. 

Because they would question the value of content related activities. 

Everything needs attribution. 

Vs the VP’s and content heads with a background in content. 

They had an entirely different energy. 

They knew content took time. That it wasn’t easy. 

They respected the craft so much more. 

It’s why I hold a special place in my heart for VP’s that can not only see things from a macro level.

But a micro level too.

Not only did they make some of the best clients.

They were also amazing leaders to their content teams too.

Lashay  Lewis

Preparing to run my first cohort program. 

As nerve wracking as it is…

There’s also something so exhilarating about doing new things. 

Consistently stepping out of your comfort zone. 

I think I’m less nervous about actually running it.

And more nervous that people trust me to deliver them with the very best information.

But because of that pressure, I won’t just deliver.

I’ll over deliver. 

I’ll run more of these in the near future.

But it’s just something so special about the pilot group.

- The nerves 
- The second guessing 
- The imposter syndrome 

It’s all a part of the process. But I’m built for it. 

This is what building an empire looks like.

No alternative text description for this image

2023, I started a solo marketing biz with no plan.
2025, My clients are 1st ranked in LLMs. How?

Everyone used to care about Google rankings. You still should...
Everyone now cares about LLM rankings...

For good reason.

LLM's have some of the highest buyer intent vs. anything else that I've seen. 

So 1 year ago I made this my highest priority.
And 6 months ago I started finding patterns in my own work.

And started I figuring it out. 

How to get companies as the 1st recommended...

→ by Perplexity
→ by ChatGPT
→ by Gemini

How do you do it?

Turns out...

Good BOFU content is how that happens.

This is why companies don't get seen in AI searches.

They may have:

→ Solid thought leadership.
→ Solid jobs to be done.

But LLM's are eating some of this style content. 

For reasons longer than we can get into here...

Most of LLM ranking decisions I've seen are based on BOFU.

Want to be TOP choice in Perplexity AND ChatGPT?

→ Got Teal there via BOFU.
→ Got Conveyor there via BOFU.
→ Got Work Proud there via BOFU.
→ Got CourseStorm there via BOFU.
→ Got SoundThinking there via BOFU.


One of the primary determiner of LLM rankings is BOFU.

And now I'm running a one-time mini-cohort.

Giving.
It.
ALL.
Away.

→ Teaching every one of my frameworks
→ Live applying them to your company
→ Showing how to run them yourself

...from...then...on.

You'll also get early access to BOFU.ai (currently closed to the public)
My AI tool that helps do this quicker than you might think.

It's my first time ever offering something like this.

And I'm excited about selling out these 10 seats. 
(8 now) some people from my email list booked seats. 

It's $499 a seat and they're selling. 

Here's what we'll do inside: 
- Build your second BOFU blog together
- Optimize every page for AI search (ChatGPT, Perplexity, Claude)
- Polish everything for publishing
- Get pre-built workflows and SOPs
- Prioritize keywords for BOFU pages
- Learn how to update pages as your product changes
- Build additional BOFU pages together
- Run positioning and messaging deep dives
- Extract product info from internal docs

Check the infographic for a 30,000 foot view.

Want to join? Shoot me a DM.

First come. First serve.

See you inside :)

My edition on The Workflow is officially live! 

I breakdown my entire process:
- Collecting customer and product info 
- How I do keyword research 
- The elements I extract for content production 

And more! 

A special thank you to Sara and Diandra for putting this together. They explain my business better than me. 

You can check it out here:

 https://lnkd.in/ecYCTByF

The coaching I’ve been getting for my mental health is working. Here’s how I know. 

I’m treating myself differently. 

So I’ve been struggling creatively. 

- Second guessing posts 
- Piecing together visuals 
- Wanting to try new content types but can’t 
- Not having enough time as I want for content 

When I objectively look at how I would have handled this 6 months ago…

I would have been: 

- Beating myself up 
- Saying “everyone else is doing it, why can’t I?” 
- Trying to *force* myself to be creative 

But today? I look at things through a different lens. 

Understanding and leaning into ebbs and flows. 

And instead of getting upset, seeing things for what they are. 

I may be struggling creatively this season but I’ve:

- Ran and validated my first workshop 
- Ran and validated my first group coaching offer 
- Learning email and how to sell through it 
- Created 3 new BOFU frameworks last week 
- Created my first sales one pager template from a BOFU article 
- Had my highest revenue month in over a year last month 

And I’m doing what I love the absolute most.

Building. 

And in the process of that I’ve:
- Gotten 15+ new visual ideas
- Dozens of posts about my learnings
- Ideas of build in public content and skits 


I’m just loading them all up to start releasing next year. 

But this season is all about building the backbone of BOFU. 

Even the quieter seasons, I’m prepping. 

And most importantly, I’m more present with my family that I’ve been in a long time. 

All this to say, take it a little easier on yourself.

And look at struggles through a different perspective.

I’m working on the new official BOFU.ai website and I’d love to include you. 

If any of my work has ever helped you, drop me a comment about it so I can show you off! 

It’ll be going live in a few days 👀

Me expanding BOFU into an education company has brought me to the realization that I’m actually a T-shaped marketer. 

I’m doing a lot: 

- Social strategy 
- Youtube strategy 
- SEO 
- Asset buildouts (templates, playbooks) 

And now also being trained on email marketing.  

I can see the funnel from a broad view. 

It’s interesting. 

I did a lot of jumping from agency to agency in my 20’s. 

And I’d always think…

“What is this for? I hope it means something” 

But it was exactly what I needed. 

Every skill I learned during that time I’m using to build BOFU. 

As much as I stan BOFU, building this forces me to think outside of that box. 

And see how different parts of my business connects in it’s entirety. 

It’s fun.

Im running a sprint helping teams set up their BOFU engine in just 2 weeks. 

Here's the breakdown:
- We build a knowledge base 
- We run customer and product research
- We do competitor research
- We perform keyword research
- We produce the content 

Who's it for?
SaaS teams

How much is it? 
$499 for you and a teammate 

How many seats are available? 
Capping it at 10 (4 left) 

When does registration close?
Friday 12:00am 

When does the sprint kick off?
Monday, December 1 

Will you run another one?
I will. Q2 of 2026. 

If this something you think would be helpful for your team, just send me a DM with any questions and we'll get you booked. 

We'll get more done in 2 weeks than most agencies can in 6 months. 

And most importantly, we're going to have lots of fun!

Update: 1 seat left. (will update this as the seats go down)

I’ve been deep into building the foundations for BOFU.ai and I thought that would be good content. 

But to be honest, I haven’t had much to say lately.

I’m really just enjoying building and doing the work. 

I’m picking up the camera this week to get some build in public content for everyone. 

But I can’t wait to share all the resources that I’ve been working on. 

Updated content dashboard 
BOFU playbook 
Figma BOFU frameworks 

It’s some great stuff coming.

taplio

The Battle

Jess Cook

Lashay Lewis

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taplio

The Battle

Jess Cook

Lashay Lewis

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);}Jess Cook's LinkedIn Performance

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Performance ScoreJess Cook's LinkedIn Performance