Hey, I'm Obaid 👋🏼

Here's my journey, so far:

☎️ started off in sales, scaled a content writing company from $1.7M ARR to $7.2M ARR in 2 years (this was also my intro to content writing/SEO)

🎭 bootstrapped a 5-person content & animation team to $35k MRR, and edited 3,000+ blog posts, grew 6 websites to 150k+ in monthly search traffic, trained 40+ content marketers, wrote and directed 15 animated explainer videos, and closed $1M in sales along the way

💤 got bored of that side of content marketing (I didn't it find it challenging anymore nor was I learning anything new), so I moved on from running an agency in late 2021, gradually quit all my writing gigs, and began transitioning to demand gen

🎨 started posting more on LinkedIn in March 2022, began exploring new marketing concepts, and creating a variety of content (marketing music, marketing/gaming content, skits, etc.) that got some traction

📚 created a framework that grew a marketing agency's LinkedIn presence (872% increase in views, 917% increase in likes, 104% increase in shares, 64% increase in followers, and $274k in new MRR) in 4 months

🎮 started a podcast called Cheat Codes (which became one of the top 20% most-shared podcasts in the world) and co-created The Easy Mode Framework, which helps B2B SaaS companies turn their in-house marketing team into creators & establish a content engine built on their company's goals, narrative, product, and audience

🎯 implemented the Easy Mode framework at Cognism over a 4-month period, helping them craft a strategic narrative, ideate and create a wide variety of content, and refine their content engine (Alice de Courcy, their CMO, wrote a book and talked about me in it, FTW)

🔮 started 2023 tired of jumping around from place to place all of 2022 (and having stumbled upon something I really enjoyed doing with the Easy Mode framework), I took a break from job hunting, deciding I'd choose what kind of work I did and which companies I worked with from that point on

🐐 after a 3-month break and passing on a few companies, I was convinced by Emir Atli to join HockeyStack as their first full-time marketer in March 2023, and it's been the perfect place for me to learn, experiment, and make an impact

I'm a life-long fan of music, anime, the Philadelphia Eagles, and my wife and kids.

Feel free to connect if you want to talk about HockeyStack, The Flow, marketing, design, consultation, video games, or space. ✌🏼

Obaid Durrani

Founder & Creative Director

Helping B2B SaaS companies increase ARR through strategic media engines

Hey, I'm Obaid 👋🏼

Here's my journey, so far:

☎️ started off in sales, scaled a content writing company from $1.7M ARR to $7.2M ARR in 2 years (this was also my intro to content writing/SEO)

🎭 bootstrapped a 5-person content & animation team to $35k MRR, and edited 3,000+ blog posts, grew 10+ websites to 150k+ in monthly search traffic, trained 40+ content marketers, wrote and directed 30 animated explainer videos, and closed $1M in sales along the way

💤 COVID hit, the world changed, so I moved on from running an agency in late 2021, gradually quit all my writing gigs, and began focusing on learning B2B GTM 

🎨 started posting more on LinkedIn in March 2022, began exploring new marketing concepts, and creating a variety of content (marketing music, marketing/gaming content, skits, etc.) that got some traction

📚 created a framework that grew a marketing agency's LinkedIn presence (872% increase in views, 917% increase in likes, 104% increase in shares, 64% increase in followers, and $274k in new MRR) in 4 months

🎮 started a podcast called Cheat Codes (which became one of the top 20% most-shared podcasts in the world) and co-created The Easy Mode Framework, which helps B2B SaaS companies turn their in-house marketing team into creators & establish a content engine built on their company's goals, narrative, product, and audience

🎯 implemented the Easy Mode framework at Cognism (their CMO Alice de Courcy wrote two books and talked about me in them, FTW), and parts of the framework at Meta. The Easy Mode Framework is now being used by 20+ B2B SaaS companies, such as Intercom, Directus, and more

🔮 started 2023 tired of jumping around from place to place all of 2022 (and having stumbled upon something I really enjoyed doing with the Easy Mode framework), I took a break from job hunting, deciding I'd choose what kind of work I did and which companies I worked with from that point on

🚀 after a 3-month break and passing on a few companies, I joined HockeyStack as their first and only marketer in March 2023. I created a media engine from scratch that drove millions in pipeline and resulted in the company growing from 0 to 7 figures by December 2023

✈️ in Dec 2023, I moved back to the US and in March 2023, moved on from my role at HockeyStack

🏔 after taking some time off and settling down in Colorado, I joined Clay to help build out their influencer marketing program

I'm a life-long fan of music, anime, the Philadelphia Eagles, and my wife and kids.

Feel free to connect if you want to talk marketing, video games, or space. ✌🏼

Creator Advisor

Cognism on Easy Mode.

"IF I WAS THE HEAD OF MARKETING AT A $70M+ ARR COMPANY, HERE'S-"

but you're not

are you?

so i dont wanna hear it

Diane Wiredu 🦁

Messaging Strategy for B2B & SaaS @ Lion Words | Anti-buzzword Strategist, Speaker & Founder | Helping you achieve message-market fit 💡 Host of The Marketing Meetup Barcelona

I fix messaging you've outgrown. I run Lion Words, a messaging consultancy for B2B tech that helps make your product's value compelling and easy to understand — so prospects get it, sign up, and buy. 

Here's our process in a nutshell:

▪ Get to know your market, product and brand inside out (discovery)
▪ Dig into your buyers’ pains, needs, hesitations and JTBD (customer research)
▪ Create a customer-informed message hierarchy based on priorities (strategy)
▪ Blend the art of storytelling with the science of buyer psychology, to help you tell a story that resonates with buyers (a sprinkle of product marketing and copywriting magic)

𝗪𝗵𝗮𝘁 𝗰𝗮𝗻 𝗜 𝗵𝗲𝗹𝗽 𝘆𝗼𝘂 𝘄𝗶𝘁𝗵?

🚀 Messaging Strategy Development / Sprints

Get clear on how to articulate your product’s value proposition, own your differentiation and drive brand growth with a comprehensive messaging playbook and updated homepage copy. Have a consistent message that positions your product as the ideal choice.

🎯 121 Strategy Sessions

Feeling stuck? Stop going round in circles and borrow my brain instead. Get personalized support with your messaging, marketing and positioning challenges and make progress in a 60 or 120-min Zoom call.

💥 Homepage Copy & Messaging Audit

Discover what’s working on your website, what’s not, and how to fix it, in a personalized website messaging audit. Includes a video review and report with copy recommendations.

𝗪𝗵𝗮𝘁 𝗿𝗲𝘀𝘂𝗹𝘁𝘀 𝗰𝗮𝗻 𝘆𝗼𝘂 𝗲𝘅𝗽𝗲𝗰𝘁?

✔️ Assert your positioning in a crowded market
✔️ Get your team aligned on a powerful story
✔️ Increase sign-ups, sales & conversions
✔️ Lower client acquisition costs

𝗪𝗵𝗼 𝗮𝗺 𝗜?

Hey, Diane here (ofc). I’m a messaging expert and conversion copywriter. The power of words drives me, and mediocre messaging drives me crazy. When I’m not lifting weights or sipping a glass of Merlot (fortunately not at the same time) you’ll find me researching, strategising and writing.

𝗪𝗵𝗼 𝗱𝗼 𝗜 𝘄𝗼𝗿𝗸 𝘄𝗶𝘁𝗵?

Scaling B2B Tech & SaaS companies that are struggling to break through a growth ceiling, and want to get better results from their marketing with copy that *actually* lands.
 
Past clients include:

📱SaaS: GoAudience, Schlafender Hase, Tether, Messente, Dash, Reveall (acquired), White Label Loyalty, Chronicle, Zoomforth
🤝 B2B: Cloudbox, Flying Cat Marketing, CXL, Accora, Raze, ISSET (NASA)

Made it all the way down here?

Let's chat...

🦁 lionwords.com
👋🏾 hello@lionwords.com
📞 calendly.com/lionwords/intro-meeting
💬 + español, italiano, català

Event Host and Organiser

Let’s clear something up… Jargon is not the enemy.

People conflate jargon with buzzwords all the time, but they're not the same thing:

Jargon is insider industry terms and language. Words and phrases that require specialised knowledge for the reader to understand. When you know our buyers well, you use jargon to make a connection and show you get their world. 

Example: If you sell a product for developers, you're probably gonna speak in their language. In fact, you damn well should. Maybe you'll call out 'DevOps', or talk about 'lifecycle' and 'sprints', you might use verbs like 'deploy', 'commit' or 'debug' and mention specific infrastructures, environments or technologies. 
 
But buzzwords are empty fluff we hide behind. 

Loaded words and phrases that make their way into popular culture, everyday life, business, and now every B2B tech website. Smart-and-technical-sounding stuff that often has multiple definitions or just means a fat load of nothing, and leaves your reader scratching their head and asking "WTF do they actually do?"

Buzzwords have very little intellectual value, but you could argue they have emotional value. Which is why they're floating around e-ve-ry-where.

"Seamless" and "supercharge" don't really mean anything... But they kinda make you feel a certain smooth, sexy way, for a hot second, right? 

Until you start asking 'how'... 🤔 

Is using buzzwords *always* a bad thing? No. But I doubt your company is the exception to the rule, so let's just assume yes, yeah? 
 
K, thx, bye.

Messaging for B2B Tech & SaaS | Founder @ Lion Words | Helping you achieve message-market fit 💡 | Host of The Marketing Meetup Barcelona

taplio

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Obaid Durrani

Diane Wiredu 🦁

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taplio

The Battle

Obaid Durrani

Diane Wiredu 🦁

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);}Obaid Durrani's LinkedIn Performance

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