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

After 3 years of consulting I'm about to start running the SEO strategy for my own business.
And I'm about to do something I’ve never seen done before.

Build interactive demos directly in my product-led content. 

Here’s my plan…

There are two sides to my business:
Software
Education 

When I create product-led content for the software side of course the first content pieces will be search terms like:

- Jasper alternatives
- Writesonic alternatives 

But I'm going to take these to the next level by adding product demos directly in the content.

And I'm going to do it using Guideflow.  

My exact flow:
- Download the chrome extension 
- Navigate through BOFU 
- Personalize it for my audience with dynamic segmentation 
- Track the buyer-intent 

While most other tools just do free trials ( I do now too).

I'm using interactive demos to take the experience potential customers have with me to another level. 

Letting them really experience BOFU before they decide to use it. 

Cause y’know, we do things differently over here at BOFU. 

I’ll share the first article when it goes live and give feedback on how well it's working. 


#guideflowpartner #productledcontent

Lashay  Lewis

Founder @ BOFU.ai | Bottom-of-funnel Content Systems for Growth-Stage B2B SaaS | The BOFU Queen

I had a lot of plans in January and almost none of them got done. 

Website launch - Delayed 
New lead magnets - Delayed 
My 2nd cohort - Delayed 
New visuals - Delayed 

All these delays? 

Perfect opportunity to beat myself up for it. 

Except I didn’t this time. 

I let it be. 

For two reasons:

1. I’ve had an intense amount of coaching on this (thanks Sarah Stadler) 

2. I’m doing the most building I’ve done in years and Im genuinely happy about it (and tired)

But what I did get done?

- New website (launches tomorrow)
- Two new lead magnets for marketers 
- 54 users to our SaaS product 
- Back-end funnels built 
- Launched the BOFU bootcamp (starts Tuesday)
- Developed new frameworks 
- 2 workshops booked with companies for Feb

And all I can think about is how much all of this was worth the wait. 

How im going through the biggest business shift since I started in 2023. 

How I’m actually building a business around the thing that I love to do the most…..build. 

And last, but most importantly, not least…

How all of you have supported me and held me down throughout the process 

Despite my inconsistent posting, I’ve gotten more traction than I have in months. 

And I can’t thank you enough. 

Excited to launch this next chapter of my business with all of you.

No alternative text description for this image

If you're a marketer in charge of competitor research, you might want to watch this.

I've heard from a number of content marketers competitor research was one of those things that took them a lot of time. 

I've been able to cut down on that process significantly. 

Watch me walk you through how i used to do competitor research vs how I do it now with BOFU.ai

We've ran into a dilemma with BOFU.ai Our strongest differentiator is also our biggest friction point. 

Biggest differentiator: BOFU using the product and extracting features and capabilities 

But with that comes questions like:
- What about securituy?
- Is it safe to run the product through my tool?
- What about SOC2?

My CTO and I have been figuring out how we can make BOFU more accessible. And we've come up with an idea.

Giving BOFU the ability to extract product information without actually being in your product. 

Does it still do the job? 

Let's see.

I’m running a 3-week intensive called The BOFU Bootcamp. 

Here’s what we’re going to cover:
- Customer and product research 
- Competitor research 
- Keyword research 
- Content production 

My entire productized process around product-led content. 

By the end of the bootcamp:
- We’ll have 3-5 LLM optimized blogs 
- You’ll have my full Claude process to scale 
- You’ll have all the prompt templates for content production and customer research 

And most importantly….

You have the knowledge to continue this process without your girl. 

My goal when I work with marketers? 

Get them in and out as soon as possible. 

Especially because 95% of my students are marketers on small content teams. 

Educating and and empowering them is my top priority. 

Most of the seats have sold through email but I wanted to give marketers who follow me here a change to get in if they’d like. 

You can also bring a team member for free. 

There are a few seats left. 

If you think this would be helpful for your team send me a DM and I’ll send you more details. 

Enrollment closes Monday night.

BOFU.ai has a new feature that’s kinda cool. 

As we were taking demo calls we kept getting the question:

“Okay, BOFU pulls my product images but what if I have sent over info in there I don’t want to share publically?” 

So because BOFU is a company that actually listens to our users…

We’ve built in a feature that solves this problem. 

An AI image editing feature.

You can now edit your product images directly in your article just by telling AI what you want added to the image. 

P.S. I officially got a video under 2 min!

🎙️ Co-Host of The B2B Playbook | 💭 Bringing Clarity to Demand Generation That Drives Revenue | The 5 BEs Framework

If you're in a small B2B marketing team, I'm guessing you've felt some of these pains:

❌ you're unsure if your brand awareness and thought leadership are getting results
❌ it's hard to show your marketing is making an impact on revenue
❌ you want more engagement with your content from Dream Customers
❌ you are in service of sales
❌ you look for B2B 'hacks' and tactics on sites like Hubspot and LinkedIn
❌ you struggle to get 'buy-in' on your content strategy
❌ your costs on advertising platforms keep going up
❌ you don't have time to document your strategy for your boss

---------------
So how can I help you?
---------------

With our 5 BEs Framework, that shows marketers exactly how to create more demand for your business

Here's what your life looks like after implementing it:
✔️ you have higher intent leads
✔️ you have faster sales cycles
✔️ you have more word of mouth and brand loyalty

Not to mention the other benefits:
✅ you have a system to build relationships at scale, and know how to demonstrate it's working
✅ you are able to show how demand generation wins you more business
✅ you build a community that will vouch for you
✅ sales love you as you send them more qualified buyers
✅ you have all the strategy and tactics you need
✅ you move beyond just 'thought leadership', and experts outside the marketing department help you create content
✅ your entire b2b demand generation strategy is documented for your boss

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

So! Here's 2 ways you can use The 5 BEs Framework

1/
👉 Listen to The B2B Playbook podcast 🎙️

https://the-b2b-playbook.captivate.fm/listen

2/ 
👉 Get the strategy, tools & templates you need to generate new demand for your business

https://theb2bincubator.com/

Questions?

👉🏼 Shoot me a DM

George Coudounaris

Huge news - Kevin Chen and I are finally recording The B2B Playbook in-person! 
We also re-recorded our intro to reflect the evolution of the show. No longer is it just about B2B marketing - 

We're now covering how that connects to sales, customer success, product - and how each department can work together to align their revenue functions. 

This is an important move from us, and is one that has come from so many conversations with our audience. Marketers are always TRYING to to do their best - but there is so much misalignment in an organisation that means their best efforts are hamstrung 

So now when we discuss B2B marketing,
We can do it with the lens of how it fits in with the rest of the revenue function 

I feel this is an important step to build the bridge between marketers --> sales --> chief revenue / commercial officer

---

SO if you're interested in B2B marketing,
And the role it plays in the wider revenue team

OR

If you just want to make fun of our ugly mugs from 3 different camera angles

Follow The B2B Playbook, and subscribe so you don't miss an ep!

Adem Manderovic and I are writing a book. And after 6 months of blood, sweat and tears - it's nearly done. 

It's been a beast of an undertaking

It shares how Adem's journey (2x CRO, 7x Head of Sales) through his career led to the development of Closed Circuit Selling - and eventually combining forces to align sales, marketing and customer success into what we're calling Revenue Alignment Architecture.
 
Adem has so many stories - we couldn't even fit in the one where his house burnt down and he was left naked on the street in front of a news camera.
 
But we did fit in the important stuff.
 
How "Predictable Revenue" (the market's misinterpretation of it) broke B2B go-to-market. Why marketing teams get trapped in lead gen jail. Why SDR teams cost $500K-$1M+ while conversion rates collapse. Why sales, marketing and CS operate as three separate machines with conflicting incentives.
 
And most importantly - how to fix it.
 
We're going back to first principles. Building revenue around timing intelligence instead of volume. Signal detection instead of activity metrics. Unified systems instead of siloed departments.

Sales get back to cataloguing the market (having conversations, not just 'booking meetings')
Marketing get back to marketing (released from lead gen)
And CS stop becoming firefighting teams
 
It's called Closed Circuit Selling: Architect Predictable Revenue in an Unpredictable Market.

It's not magic fairy dust. It's what organisations who don't have enormous money ramps, or need to be profitable - need to do (and many DID do prior to the education from tech in the last 15 years). 

---

If you sense that the fugazzi of linkedin advice doesn't seem quite right
And you want to get back to first principles

This one is for you! Grab the summary of the Closed Circuit Selling framework below or join our waitlist for when it comes out.

Sam Dunning went from 50k/mo to 200k/mo in 1 year. We run his LinkedIn Ads strategy - and most enquiries mention they found him on LinkedIn. Here’s how we helped get him there (and how we’ll help get to 400k/mo  this year):

BACKGROUND

Sam knew that LinkedIn was a key place he was reaching new potential clients organically with his content - but with the algorithm always changing and limiting reach, he knew LinkedIn Ads would be key to scale to the next level.

WHAT WE DID 

(1) We forced Sam to get brutally clear on his 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 we got him to answer:
• 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

Across all our clients we’ve been seeing very strong results from Thought Leadership Ads. Its high engagement rates mean that you get better bang for your buck, and is a great place to start.

(Sam’s engagement rates are at 8-15%) 

But we don’t just boost any content. 

Before we started,
We mapped Sam’s 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 Sam’s face
• Amplifying partner and client posts talking about working with Sam

So the brand scales, not just the founder.
 
(3) Constant Optimisation of Thought Leadership Ads

We 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 we have a tight feedback loop with Sam 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. 

With Sam, we help stay top of mind. So when they’re ready, they come straight to him. 
 
—

What’s next as Sam pushes toward his 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 the founder
 
Follow along as Sam and I share results from The B2B Playbook !

People ask me what it's like to work closely with Adem Manderovic
Honestly, about 3–4 times a week something unbelievable happens around him.
Or he’s the one causing it. 😆

Like this morning.
He rescued a kitten on the way to work.

Then there are the stories he drops casually.
Like the time his house burnt down and he ended up naked on the street in front of a news camera.

Or when he mentions he made his own sunscreen the night before.

Or when you compliment the artwork behind him on a call…
…and he says, “Oh yeah, I painted that.”

And let’s not forget he once broke 20-something bones falling off a roof, was told he’d never walk again…
…and now still runs around playing AFL.

-----

But the common thread behind all of it?

Adem does everything to the best of his ability.
And he goes above and beyond for the people around him.

If he’s in, he’s all in.
Whether that’s rescuing a kitten, helping a mate, or rebuilding how companies grow revenue (I've seen this again and again through Chief Revenue School).

People think these stories are exaggerated.
They’re not. I’ve seen the X-rays, the articles, the proof.

----

And the funny thing?

We still couldn’t fit half of these stories into the book.

Because the book isn’t about the chaos.
It’s about the system he built through it all.

Adem’s journey as a 2x CRO and 7x Head of Sales led to the creation of Closed Circuit Selling - reconnecting Sales, Marketing, and Customer Success into one working system.

And together, we’ve built that into what we now call Revenue Alignment Architecture.

The book’s nearly here.

And trust me…
the business lessons are just as wild as the stories.

Most B2B companies try to scale before they truly understand who actually makes them money. 

In this clip from our conversation with Allen Zhu on The B2B Playbook, he breaks down a mistake we see all the time.

Companies take a scattergun approach to acquisition.

They sell to anyone willing to buy.

Different regions. Different customer types. Different deal sizes.

But when you actually segment the data, a pattern appears:

• Some customers are expensive to serve and low value
• Others get massive value and drive strong margins
• Yet sales effort is often spread evenly across both

Allen shares how one company in his EVP portfolio discovered small deals in certain regions were dragging margins down, while larger firms in other segments were getting far more value from the product.

That insight changed everything.

They deprioritized low-value segments.
Moved upmarket.
Switched from SDR spray-and-pray to ABM.

(Something much more aligned to what would make Adem Manderovic nod his head)

All from segmentation.

Simple idea. Massive impact.

Before you scale acquisition, ask:

👉 Which customers actually make your business work?
👉 Where should sales and marketing really focus?

Watch Allen break it down below!

I've had 3 people separately DM this to me today - 
Our demand gen / B2B marketing course being recommended organically in the Exit Five community

Best of all - 

The recommendations are from people who joined the program, some who paid out of their own pocket - and others who had their company pay for them. 

We've had over 310+ B2B marketers now go through the program, and we're striving to make it better and better every cohort. 

Yes there are other options out there

But if you're looking for:
• a program that helps you take action, not just learn theory
• small cohorts with hands on advice, and live Q&As
• a toolkit to keep with you for your career

That's where we put our energy into - and we might just be the right fit for you

If you're looking to upskill, check it out below! Next cohort is launching end of February

----

(P.S. a huge thank you to our alumni community organically spreading the good word!)

Most B2B companies wait until the RFP to start gathering intel.
 
By then, it's too late to influence the outcome.
 
Actually, even if you don't work in RFP-driven markets, the principle still applies.
 
𝗬𝗼𝘂'𝗿𝗲 𝗲𝗶𝘁𝗵𝗲𝗿 𝘀𝗵𝗮𝗽𝗶𝗻𝗴 𝘁𝗵𝗲 𝗯𝘂𝘆𝗶𝗻𝗴 𝗽𝗿𝗼𝗰𝗲𝘀𝘀, 𝗼𝗿 𝗿𝗲𝗮𝗰𝘁𝗶𝗻𝗴 𝘁𝗼 𝗶𝘁.
 
This is the Sales & Marketing Feedback Loop we use at Chief Revenue School - a continuous validation system that runs throughout the customer lifecycle.
 
𝗛𝗲𝗿𝗲'𝘀 𝗵𝗼𝘄 𝗶𝘁 𝘄𝗼𝗿𝗸𝘀:
 
→ Market Intel feeds the Catalogue (who they're with, what they like/don't like, what they'd change)
 
→ Leadership gains Strategic Visibility and can actually forecast based on real pipeline movement
 
→ Existing/Previous Customers provide the proof points that inform positioning
 
→ Delivery & Ops turns promises into reality (which feeds back into intel)
 
→ "Are They Worth It?" ensures you're qualifying on actual contract value, not vanity metrics
 
𝗧𝗵𝗲 𝗱𝗼𝘄𝗻𝘀𝘁𝗿𝗲𝗮𝗺 𝗮𝗽𝗽𝗹𝗶𝗰𝗮𝘁𝗶𝗼𝗻𝘀:
 
Even without an RFP process, this loop tells you when prospects are genuinely ready to buy, what messaging will resonate, which objections will come up, and what your delivery team needs to prepare for.
 
You're not waiting for a buying committee to form. You're learning what would make them form one in the first place.
 
You learn:
 
• What they actually care about
• What they're frustrated with
• When they'd realistically move
• What needs to be in the winning proposal (or pitch, or demo, or contract)

Plus permission to circle back at the right time. 
 
This is one framework from our upcoming book Closed Circuit Selling : Architect Predictable Revenue in an Unpredictable Market (out soon with Adem Manderovic)

You'll learn all about EXACTLY how Adem did this across industry sector to break national sales records

"We spent thousands of dollars chasing an account that was never going to be a customer". That's just marketing dollars. Then you add on the cost of sales to chase them around, plus the martech debt to fill the funnel

How big a hole do you end up in? 
How many deals are you upside down on?

^That quote is from a revenue leader from Chief Revenue School who finally started cataloguing their market

Even if their sales team had managed to push the deal through, there's a good chance it would have churned soon after. 

Why?

Because once they spoke to people at the target account (by cataloguing), they realised the features they needed were not on their roadmap, and other vendors did it way better than them

BUT the incentives and KPIs that most teams use mean they will continue to fill the top of the funnel, and sales will try and push deals through at all costs 

We've moved too far from what Steve Patti refers to as 'Ideal Vendor Profile' (IVP) fit. Which goes beyond ICP fit. And the information required to determine if someone is an IVP often needs to be gathered by speaking to that account directly. 

Not just by guessing based on firmographics, demographics and technographics. 

-------

Is filling the top of the funnel really commercially viable? 

Or was it designed for a time and organisations that had endless money ramps and an enormous market to churn through?

Most B2B marketing fails at the enterprise level for one reason.

It asks for attention before it earns trust.

Enterprise buyers aren’t short on options.
They’re short on certainty.
Every decision carries career risk, internal politics, and real operational fallout.

That’s why “launch faster”, “convert more”, and now “AI-powered everything” so often gets ignored.

Ari Yablok spent years building brands inside enterprise environments, and his framing stuck with me:

Brand isn’t decoration. It’s infrastructure.

When brand is clear, relevant, and grounded in how buyers actually make decisions:

• Risk feels lower
• Familiarity exists before the first conversation
• Marketing earns permission
• Sales doesn’t have to force momentum

Ari shared an INCREDIBLE presentation at our virtual conference Full Circle last year - and now it's available on The B2B Playbook 

Check it out and learn

• Why enterprise buyers tune out most B2B messaging
• How positioning, personality, and story actually work together
• And what small B2B teams can do without big budgets

If you’re selling into enterprise and wondering why “good marketing” still isn’t opening doors, this one’s for you.

I wish I had Luke Winter's framework for being funny in B2B when I recorded season 1 of The B2B Playbook. I find it so painful to go back and listen to our foundational episodes - 

Because I thought it was important to try and share a bit of my personal life with the audience and make the laugh, or at least smile. 

So i'd start each episode with a 'bit' 
Letting loose a little slice of my internal Larry David 

And listening back now it's pretty cringe. 

I guess I was kind of on the right path - because humour is a very viable strategy to stand out and be remembered - even in B2B

Luke and his clients at Deadpan 💀 🎬 are proof of it

and he has a KILLER framework for actually being funny
(Luke thinks he's not funny himself - it's his framework he leans on - which I love) 

---

Watch the full episode from The B2B Playbook to get all the juicy details and tips (it was originally from our Full Circle Conference so there's loads of examples)

But some really key takeaways are:
• The B2B ads that work aren’t clever for the sake of it. They reflect something buyers already recognise. 
• A frustration they deal with weekly. 
• A situation they’ve complained about internally. 
• Something that makes them think, “Yep, that’s exactly it.”

When you do that:
• You earn attention earlier
• You build familiarity before demand exists

We talk about:
• Why showmanship matters before salesmanship
• Why one-off campaigns disappear but series compound
• How to use comedy frameworks without damaging credibility

And why “looking professional” is no longer enough

---

Watch, listen or READ the full episode below (available with slides)

Why don’t marketing’s leads close?

This question comes up in most B2B teams I speak to.

Sales says the leads are bad.
Marketing says the leads are fine. Blames Sales for not chasing hard enough

Everyone’s busy.
Pipeline looks full.
Revenue still misses.

Here's the reality (which makes sense when you think about it) 👇

Roughly 95% of your market isn’t in a buying window at any given time.
Only about 5% are actually ready.

But we treat every lead like they’re in that 5%.

So what happens?

• Form fills get treated as buying intent
• Sales + Marketing activity gets mistaken for progress
• Marketing keeps guessing timing
  
It puts the two departments against each other, and means that any intelligence gathered from one isn't passed onto the other. 

My view?

👉 The timing question can’t be answered by marketing alone.
It MUST get answered through 1:1 sales conversations.

Sales is the only function that can reliably learn:
– who’s actually in-market
– who’s not
– and what it would take to win

-----

It's not that the leads are bad. 

It's that we're trying to make people buy who are just not ready.

Nothing will ever replace first party intent signals. Meaning - 

Actually speaking to your market to find out:

(A) who their current vendor is
(B) when they're actually in-market (contract date)
(C) what they like about their current solution
(D) what they don't like

AND 

That interaction builds the rapport to circle back at the right time, with permission. 

This is sensitive internal information where there's no publicly accessible digital footprint. 

---

Determining who is 'in-market' should never have been marketing's job

It was originally meant for sales, and got pushed to marketing. 

But we don't have the 1:1 conversations to find this information out. So we buy expensive data platforms as proxies that really are just best guesses. 

---

We need to go back to letting sales 'Catalogue The Market', to build this map for us

And let marketing get back to marketing. 

Am I crazy, Adem Manderovic ?

Human CEO & Founder @ 1mind | Founder & former CEO 6sense | We are super humans building Superhumans.

Intent data is dead.  I said it.  

I was a co-creator of it.  And am now writing its eulogy.

As the founder of 6sense, I dreamt of a world where we could listen to buyers signals and turn them into Pipeline. In 2012 6sense was born and emerged as the leader and creator of intent and ABM.

But in an AI-first conversational world that static research is no longer happening. Buyers don’t want to navigate through marketing fluff across thousands of pages to find answers.

Websites as the source of truth is dead. Marketplaces are dying, Search is practically dead. 2 years in at 1mind, and I never thought I was creating a possible disrupter to my first company. I can assure you I never intended this.

This ah-ha reality that I am finishing what I started at 6sense has me in awe.
My one liner I find myself saying on several calls a day is “I started 6sense to find buyers and 1mind now to close them.”

Today buyers are in control of their journey. They want to self-educate before talking to a vendor. They want to do it is on their time. They expect immediate answers. They expect solutioning to real problems. Not just a list of features. But listen with empathy and tell them whats is best given their unique challenges and needs. They don’t want to hunt to find the white-paper or marketing fluff that aligns to their unique needs. They don’t want to repeat themselves. They don’t want to book a meeting with an SDR. They want to have a conversation and be met with solutions and immediate deep technical and product expertise on first touch.

And for sellers, I realized that stopping at prioritization and signal isn’t an edge like it use to be. Buyers aren’t picking up the phone because they are in-market. Buyers are taking full control and ‘agency’ over their journey.
So I said it, intent data is dying.

Enter delightful, empathetic, solution sellers on first, second, and last touch. #Superhumans.

P.S.
I am still a big 6sense fan and believer. But the world as we knew it has changed. And its worth noting, What 6sense and ZoomInfo do have is the ID graph (account and contact level) these will be critical in the new world.

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