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 current agency isn't delivering results?

WE CAN FIX THAT.

OUR GROWTH STRATEGIES:

→ SEO to get top of Google & LLMs, bringing revenue-focused traffic and leads
→ Start driving pipeline from AI and Google organic as fast as 90 days
→ Web design that builds trust and drives leads and sales

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

Breaking B2B is HIRING for a SaaS SEO strategist. FT and remote. Please read below fully BEFORE applying 👇 

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SAAS SEO STRATEGIST - QUICK SUMMARY

● Remote and contract role (we have team members in 5+ countries)
● SEO and AI search focus for pipeline and revenue (not vanity metrics)
● Understands what B2B/SaaS orgs care about driving (sign-ups, demos, sales calls, mindshare, brand, positioning in marketplace)
● Update our clients from initial on-boarding call, to campaign updates, loom video updates, sharing starting assets/strategy/monthly plan of action/content/technical/linkbuilding updates each month, pulling info we need for results, sharing reports, giving new ideas for new solutions
● Keyword research, prompt research, quick wins reviews, competitor reviews, AI/LLM reviews, technical audits, monthly plan of actions, assigning work to our teams, reporting.
● Video calls and slack comms with clients
● We work to 'surprise and delight' clients to go 5%+ above and beyond what they pay for e.g. extra ideas, loom vid reviews, CRO tips, share industry trends, useful Breaking B2B podcast eps, we invite them onto our podcast etc. every week.
● Helping build ‘SEO Quick Look’ plans for our sales opportunities
● $3.5-4k month starting salary and plenty of scope for promotion as the company grows (we are bootstrapped, and profitable and have promoted all of our strategists, fast).

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ABOUT BREAKING B2B.

We are focused on B2B/SaaS SEO & AEO for revenue NOT vanity. 

Working with 35+ active SaaS clients right now.

We've been blessed with solid growth as we being year 2 and need another solid strategist to join us.

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READY TO APPLY?

Apply here: https://lnkd.in/dZFMSHWK 

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No need to connect, message or email.

Please carefully read and fill in above form to apply.

We will be in touch for a paid test for good fit applications. 

No recruiters or agencies at this stage. Thank you.

Know someone solid? Tag em below.

Cheers!

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)

Open article: B2B/SaaS SEO Strategist Application by docs.google.com

Fibbler hit $600k+ ARR. We run their SEO at Breaking B2B. Here's our exact game-plan for Adam Holmgren's SaaS this month to scale pipeline from Google organic and LLMs (next stop $1.5M ARR):

OVERVIEW & IMPACT SO FAR.

We're jumping into month 3 for Fibbler. 

Fibbler got recommended by AI search just weeks after we started SEO/AEO. Now Adam has prospects mentioning it on demo calls. 

Our focus is drive sign-ups and revenue as quick as humanly possible.

Doubling down on high-intent content e.g. X alternatives, best X software, [competitor] vs [competitor] vs fibbler etc. 

All backed by customer research and positioning fibbler as the painkiller.

Then ramping authority with solid external listicle placements, brand mentions and backlinks from niche relevant sites.

And its already paying off less that 90 days in. 

NET NEW CONTENT.

how to article:
- google ads attribution models (150 searches/mo)

Jobs to be done focus. Talk about types of models + how to choose + how to set + how to improve with Fibbler's new features.

listicle article:
- b2b marketing attribution software (150 searches/mo)

Review 12 tools, positoning Fibbler #1 backed by why customer choose them, pricing and where they are a great and poor fit + include a quick summary w/ 3-tool shortlist (can get pulled in AI search) + overall comparison table before main list with fair summaries of vendors.

UPDATE EXISTING CONTENT.

Update dates throughout articles (including meta texts). Include Fibbler's new Google Ads features in the Fibbler section (description + features + pricing + tables). Fresh content FTW for AI search. We prioritise revenue driving content.

- hockeystack alternatives
- factors ai alternatives
- dreamdata alternatives
- linkedin analytics tools
- linkedin marketing tools
- linkedin revenue attribution tools
- how to advertise on linkedin

BUILD BACKLINKS.

DA50+ niche relevant links:
- dreamdata alternatives
- best dreamdata alternatives

EXTERNAL LISTICLE PLACEMENTS.

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

- b2b marketing attribution software

___

Want us to evaluate your B2B SaaS SEO/AEO to see if we can ramp organic pipeline as quick as 90 days? 

Visit Breaking B2B site to see our results, pricing or apply for a call.

Or grab my free 90 days to revenue SEO playbook & video: https://lnkd.in/et7yce7s

Fibbler got recommended by AI search just weeks after we started SEO/AEO. Now Adam has prospects mentioning it on demo calls. Here’s how we did it:

SEO doesn’t have to take 12 months.

There's money to be made in 90 days.  

Competitor content is one of many winner for quick AI and organic search impact, sign-ups and demos.

This is one of the first places we start on a program. 

These terms are low difficulty and can rank super fast.

List out the competitors your customers often evaluate, or move over to you from.

Then look at terms like:

[competitor] alternatives
[competitor] reviews
[competitor] pricing
[competitor 1] vs [competitor 2] vs [you]

Right now, listicle based articles rank exceptionally well on google and AI search.

Position your solution as the top choice (backed by customer research), showing your product in action + social proof along with where you're a strong/poor fit. 

Then a fair comparison of other vendors.

Not only can you get fast bottom funnel visibility.

You can control the narrative in LLMs and Google.

And drive pipeline from high intent prospects frustrated with their current vendor or evaluating options.

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

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Last year we drove pipeline and revenue in 67 days with SEO for George Coudounaris outranking HubSpot….time to see if we can do it again. Here’s our battle-plan to scale demos from SEO/AEO in record time:

BACKGROUND.

We worked together a year back and outranked Hubspot driving pipeline and revenue in 67 days for ‘demand generation course’ and similar keywords. Now The B2B playbook wanna ramp demos for their core paid media services offerings to B2B SaaS. So we've crafted an aggressive plan to get SEO and LLM visibility and drive inbounds from high-intent dream clients as quick as humanly possible. Lets dive in.


NET NEW CONTENT

Landing pages.

Focused on driving high intent leads from people needing our solutions.
Following problem, agitation solution framework. Plenty of social proof and FAQs to answer real sales call Qs.

- google ads agency for b2b (1.3k searches/mo)
- b2b meta ads agency (10 searches/mo)
- demand generation agency (1.5k searches/mo)

Listicle articles.

These rank super well in classic organic search and get pulled from like crazy in LLMs and AI search to get brand mentions. We include a quick summary + shortlist, larger comparison table above main list, at least 11 options, consistent subsections for each agency section, position us as #1 backed by customer research sharing pricing, differentiator, social proof and where we are a great and poor fit.

- best linkedin ads agencies for b2b (300 searches/mo)
- b2b saas marketing agencies (700 searches/mo)
- best google ads agencies [for b2b] (100 searches/mo)
- best demand generation agencies (350 searches/mo)


UPDATE EXISTING CONTENT

Landing page:
- linkedin ads agency

Turn the social proof under the hero into a slider with multiple images and intro with an H3 like “Real Results from Our LinkedIn Ads Clients.”

Add a customer testimonial block under “What to expect from our LinkedIn Ads Agency.” H2 something like “Hear From Our Clients”

Listicle article: 
- b2b marketing courses

Add shortlist table + adjust the title tag (cut “the ultimate list of” and make it “13+ best…”). Add any other options that make sense. Update last published date (LLMs often pull from fresh, relevant content).


EARN BACKLINKS

DA50+ niche relevant backlinks for:

- b2b linkedIn ads agency 
- linkedIn ads agency for b2b
- linkedin ads
- the b2b playbook linkedin ads agency
- Linkedin ads agency

We'll ramp up external listicle placements and backlinks again next month once all the net new content is written and published.

Follow along as George and I share learnings and results.

___

Want us to evaluate your B2B SaaS SEO/AEO to see if we can ramp organic pipeline as quick as 90 days? 

Visit Breaking B2B site to see our results, pricing or apply for a call.

Or grab my free 90 days to revenue SEO playbook & video: https://lnkd.in/et7yce7s

You're being lied to about SEO & AEO
(The myth: SEO traffic is down 25%+)
Juicy research hot off the press.
Per similarweb and graphite 👇 

You've probably seen the headlines claiming organic traffic has dropped anywhere from 25% to 60%.

These numbers are based on flawed research methods, mostly surveys and often small sample sizes of 10-20 websites.

The problem with surveys is that human memory is unreliable, and people who respond to surveys about AI adoption tend to be early adopters who use LLMs more than average.

So the data gets skewed.

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Here's what the actual numbers show

Graphite partnered with Similarweb to analyze over 40,000 of the largest sites in the US.

Here's what the analysis revealed...

SEO traffic is down only 2.5% year over year, not 25%.

That's an overestimation by 1,000% in a lot of the studies floating around
And this aligns with what Google themselves said in August 2025, that overall organic click volume has been "relatively stable year-over-year".

Visits to search engines actually increased in 2025.

Traffic to search engines went up 6.9% from 2019 to 2020

Decreased slightly in 2022 by about 1.5%

And has been relatively flat since 2023

In fact, traffic increased slightly in 2025 to both Google at plus 0.8% and search engines as a whole at plus 0.4%

Visitors to Google grew by 1.35% comparing Q4 2025 versus Q4 2024

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Google is still a demand capture beast

Per earlier research from Datos and Sparktoro, Google processes over 14 billion searches every day.

ChatGPT handles about 37.5 million search-like prompts daily

That means Google receives 373 times more searches than ChatGPT

Even if you combined the daily prompts across ChatGPT, Perplexity, Claude, Copilot, and Gemini, the total would still be under 2% of the search market
Google maintains a 93.57% market share of search.

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Dropping the report along with my 90 days to revenue SEO/AEO playbook & video course below 👇

I just told a $1M ARR SaaS founder not to invest in SEO yet.

He was ready to spend $20k with us and already trusted us as had been following the Breaking B2B newsletter for years. 

Weirdly on paper their solution looked great for SEO & AI search.

Prospects were searching for their solution.

There is active demand to capture with search.

Quick wins from competitor focused content that could drive demos as fast as 90 days.

This issue?

Up to now they’d grown from outbound sales and proven that model works for their $60k+ ACV.

They’d never done SEO before.

And didn’t have the runway to keep SEO running with us for 6 months plus.

So I recommended they kept ramping the outbound model until they have runway to make SEO a longer term bet with us 

Rather than a couple months and chasing us for results and everyone getting frustrated.

And we’ll likely chat again in a few months when the timing makes sense.

___

join 1,910+ legends enjoying my 90 days to revenue free SEO/AEO video course and playbook: https://lnkd.in/et7yce7s

Gurus love screaming SEOs dead and AEOs a brand new playbook. It’s not. Here’s 10 steps to drive demos in 90 days (share with your CMO):

1. Nail your MONEY keywords.

Map out every way a dream client could search for your solution when ready to speak to sales now.

At a high level in SaaS that’s:

“best X software/tools/platform”
“X for industry”
“competitor alternatives/pricing/reviews”
“competitor a vs competitor b (vs you)”

And a variety of others.

Ignore the top funnel traffic trap.

Prioritise lower search volume and low difficulty at the bottom of the sales funnel.

This is gonna rank and drive leads fast when done right.

We have ranked competitor fast as 4 days top of Google and AI search. 

2. Build & upgrade your money pages. 

Search your money keywords on Google & LLMs and see what kind of content shows up or gets cited.

Is it a listicle article, landing page, jobs to be done article, or something else.

See if you have pages ranking page 1 but not top for a quick win with a refresh.

3. Blow ‘em out the water. 

Once you’ve researched what top-ranking pages are doing, figure out how to blow them out of the water. 

Leverage customer research, sales call Qs, plenty of social proof and feature ypur product as the painkiller and solution.

LLMs love fresh content and unique research. Keep your commercial, money pages up to date.

4. Most technical SEO is BS.

(Until you get to having 1000s of pages).

Sort any massive technical issues, but don’t obsess over technical SEO. Get your focus keyword in URL, meta data, H1 and sort some internal links. Sort structured data. Not a tonne more needed. 

And you of course want quick loading times.

5. Brand mentions and links at $0 FTW.

Build quality backlinks & brand mentions for $0. 

Get featured in podcasts and articles, and make sure they link back to your website. 

Earn/trade top 3 placements & brand mentions from “Best X software” listicles for your category.

This gives you an insane boost in LLMs and the backlink helps classic organic search.

6. Speed is your advantage.

Quality matters, but speed is a competitive advantage. This is your superpower over the slow moving giants in your niche. 

7. Craft pages to convert. 

Design and UX backed by customer researched copy to resonate with ICPs makes a big difference. 

8. Great SEO is knowing good b2b marketing.

Leverage sales calls, CS calls, and customer research to make your content as relevant as possible to dream clients jobs to be done.

9. Keep improving. 

Publish fast, and revisit your content 3 months later to make improvements. 

10. B2B is an ecosystem.

Keep improving all your marketing efforts: YouTube, LinkedIn, Reddit etc. all improvements in brand awareness will lead to more successful SEO. Ecosystem thinking is the b2b winner. 

___

We run this playbook for 35+ SaaS client right now at Breaking B2B.

grab my 90 days to revenue SEO/AEO playbook & free video course: https://lnkd.in/et7yce7s

#1 on AI and organic search in 4 days for MONEY keywords. SEO/AEO doesn't need to take 12 months to drive pipeline & revenue:

First off, yes some super competitive terms can take 6-12 months.

But there's plenty of ways to drive inbounds 90 days from publishing content for your B2B/SaaS.

It all starts with customer research.

Knowing:

- crisp and expensive problems of your icp
- your icps motivations & jobs to be done
- what they hate most about your sector
- why they choose you over others
- why/when they move over to you
- competitors they evaluate
- your differentiators 

Then crafting an SEO/AEO strategy focused on dream clients ready to speak to sales.

AKA. 

Looking for your specific solution, comparing vendors, looking to move form the incumbent, needing an integration or struggling with a specific problem you solve.

- competitor content
- integration for X pages
- alternatives/pricing/reviews
- best software for [niche] listicles
- how to [job to be done] with your product

I break this down in my 90 days to revenue SEO/AEO playbook & free video course: https://lnkd.in/et7yce7s

1st February 2024, 9PM. I'm heads down at my PC listening to D&B making a list of marketing leaders to cold call the next morning. This was the start of Breaking B2B: 

PC.
List.
Dialler.
Pen and paper.

Ripping 1-200 dials before lunch.

Sweating away with a tonne of rejection.

Getting maybe 1 appt and a couple follow ups and sign-ups for the Breaking B2B newsletter most days.

Leading with the problem we solve for SaaS around competitors outranking on Google/AI search when dream clients are hunting for your solution. Stealing mindshare, traffic and inbounds.

This is how we got our first couple clients.

Meanwhile I was...

Positing daily on LI.
Building partnerships.
Cranking our SEO engine.
Starting to take YouTube seriously.

Steadily getting clients.

Me and a team of trusted contractors.

Cold calling thankfully ended as year 2 started.

We ramped up inbound and demand efforts with LinkedIn ads.

Partnered with some niche industry founders to build their SEO/AEO in public.  

Now nearly all our sales calls mention a mix of:

LinkedIn.
SEO/AI search.
Seeing others share our results.
Watching our YouTube breakdowns.

Big focus this year is repeatable systems.

Going at least 5% above and beyond for every client, every week.

Striving to be at the top of our game for SaaS SEO/AEO.

Meeting more clients in person.

Still being the weirdest guy & memorable brand in our niche.

And helping team members hit their biz and personal goals.

Next rev milestone is $300k MRR (125k to go).

Cheers to all who’ve been involved so far. 

Onwards!

They followed the Breaking B2B newsletter for 3yrs before booking a call.

Prospects buy on their timeline, not ours.

We can only educate, entertain and keep top of mind for when timing is right :)

graphical user interface, text, application

This is a SEO/AEO killer of pipeline.

The top funnel traffic trap.

Going after massively searched informational questions.

The issue?

Your dream clients aren't gonna be looking for this when ready to speak to sales.

Instead...

You're way better off working our what your ICP search on Google and AI search when:

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

and starting with those 5% in market.

often this have less volume, can rank faster and drive pipeline fast as 90 days with the right strategy.

PS. watch full 5yrs of SaaS SEO knowledge in 14min video: https://lnkd.in/ec3b9QnG

As of December, Google AI Overviews reduce organic click-through rates for position one content by 58% [Ahrefs]. So is this RIP SEO for your B2B/SaaS???

Nah.

But the game has changed.

There are still clicks to be had ranking top of the classic organic blue links.

Many of our clients drive demos daily from bottom funnel, pipeline driving pages here.

BUT.

That's one piece of the puzzle.

Google are making it harder to get the organic click.

With AI overviews and ads above fold before you get to the organic results.

Many prospects start their research and evaluation for new software and solutions in an LLM like ChatGPT, Gemini or Claude.

Then discuss solutions with their team and may eventually google your brand name or head straight to your homepage when ready to speak to sales.

So when they're researching, evaluating and comparing....

You're brand needs to be mentioned consistently. 

In AI overviews and LLMs.

If not, you're giving competitors a free lunch.

And likely missing our one a flow of inbound opportunities you never knew existed.

These platforms want you to stay on in-feed for as long as possible before hitting an external site. 

We're moving more and more into the zero-click and mindshare game for SEO/AEO.

The good news?

At Breaking B2B we work with 36+ active B2B/SaaS orgs and getting consistent brand mentions is really classic pipeline focused SEO plus ecosystem marketing.

PS. join 1,941+ b2b legends enjoying my 90 days to revenue SEO/AEO playbook and video guide: https://lnkd.in/et7yce7s

I sat down w/ Adam Robinson with one goal....share his playbook to bootstrap 0-$6.7M in 2yrs with 3 FTE's:

A NO-BS convo sharing...

- His step-by-step playbook
- How to build epic products
- Where Adam got his inspiration 
- RB2B's crazy strategy for growth 
- How he’s diversifying to hit 10M ARR+ 

Watch the 34-minute breakdown: https://lnkd.in/eHdqi3uD

Justin Rowe

Founder/CMO @ Impactable - B2B LinkedIn Ads Agency | Acquired in 2021 | 2x Acquisitions in 2024 | Making things up as I go

From Restaurant Hustle to LinkedIn Agency Founder → Acquired → Now Scaling the #1 LinkedIn Ads Agency

I went from serving tables to serving over 1,000 clients in 30+ countries - and building an agency that was acquired in an all-cash buyout.

Starting in the restaurant industry, I had a hunger for something more (pun intended). I turned to LinkedIn to document my journey and connect with people. That content led to job offers, investor conversations, and even a deal to co-launch a restaurant franchise.

I saw the power of LinkedIn firsthand and started helping others. That side hustle turned into Linknlearn, a global lead gen agency built entirely through Upwork and LinkedIn outreach. I became the #1 ranked LinkedIn expert on Upwork, launched a $500 website, and scaled the agency internationally.

In 2021, we were acquired. We pivoted to LinkedIn Ads, launched new tech tools, and Impactable was born.

Today, I lead Impactable — a LinkedIn-Centric B2B Marketing Agency and creators of DemandSense, our proprietary LinkedIn Ads platform. We’ve been recognized by LinkedIn, invited to speak at their Indie Agency Summit, and continue working toward deeper partnerships with their team.

💡 What I’m Focused On Now

👉 Helping B2B brands scale with LinkedIn + Google + Programmatic full-funnel campaigns
👉 Working with clients spending $5K–$200K/month in ad budget to scale high-value pipelines
👉 Building smarter offers, audiences, and funnels through our 90-Day Validation Sprints
👉 Empowering internal marketers with DemandSense: ad scheduling, audience testing, and signal tracking for LinkedIn Ads

🧰 Resources (Free & Paid)

🎯 Free Strategy Resources & Templates
→ linktr.ee/justin_rowe

🛠 LinkedIn Ads Toolset (DemandSense)
→ https://impactable.com/dgp-linkedin-ads-tools/


🎥 LinkedIn Ads + B2B Demand Gen on YouTube
→ https://studio.youtube.com/channel/UCATGD6P27kWXDVuaAZeZBuQ/videos

📈 LinkedIn Ads Agency (Done-for-You)
→ https://impactable.com/

💬 Want to Collaborate?

→ Send me a DM if you want to:

Test your audience + offer fit on LinkedIn

Migrate from Google to multichannel demand gen

Build a scalable paid strategy with a trusted partner

Chief Executive Officer

Impactable is a Linkedin Ads Agency that specializes in Linkedin Marketing for B2B companies. We were acquired in 2021 by a data-heavy investor and made a strong pivot into Linkedin advertising. Impactable now manages over 150+ B2B brands with Linkedin advertising being our core focus. 

Other capabilities include website visitor identification, automated Linkedin lead generation, and a few saas tools we are working on.

I've now removed 9,200+ connections in the last 5 months to FIX MY Reach..and it's working 😊 

Short version:
1. Your networks engagement with your content helps determine reach
2. Much of my network was created early on when I had a career in restaurants (FYI I used to be part owner of 4 restaurants 😜 )

3. I'm all about controlling the things I can control and not complaining about the things I can't. 

I used Sales Navigator to slice and dice my 1st connections and realized there are 10,000+ connections that are likely not on LinkedIn any more, wouldn't find any value in my content, and who I should likely just disconnect with. 

LinkedIn has been great for me - it's led to:
1. Connecting with investors that led me to becoming restaurant owner
2. Starting a side-hustle that helped pay for the extra costs of our first son (named Lincoln...which he asks if it h as anything to do with LinkedIn)
3. Turning that side-hustle into an agency that was acquired
4. Continuing to power pipeline for an agency pushing toward 10M ARR

So I understand the power of LinkedIn both organically and on the paid side...and my top advice?

1. Build your network strategically - send 15 connection requests a day and be picky what requests you accept
2. Be clear about your target audience, their pain points, and produce valuable content they'd regularly save and share
3. Spend 5x more time engaging and commenting vs posting
4. Use sales navigator to see ICP profile viewers and send them connection requests
5. Turn your top organic posts into evergreen retargeting ads with thought leadership ads

And honestly it feels like it's really working and helping me restore my reach and engagement as I go...so I'd encourage others to look at similar action. 

That's it for today : )

Need help growing more intentionally here - https://lnkd.in/gEn-5TuR

Founder/CEO @ Impactable | B2B LinkedIn Ads Partners | Paid Ads + Demand Gen + B2B Audience Experts

I know 10+ Marketing Leaders who were FIRED in the last 3 months...it's a bloodbath in some spaces and marketers get BLAMED more than they should. 

Listen to me...don't listen to me...I'm just an agency owner who works with 100+ marketing leaders on any given month and I'm seeing them drop like off - it's brutal. 

Here's my advice if you're a marketer and worry about this stuff or don't feel fully secure and want to change that. 

1. Build a personal brand on LinkedIn - it will 100% give you more options if/when you ever need that. Bonus is that it will benefit you personally but also the org you work for today so they should be willing to pay for the motion and it could make your role more secure but open up options just in case. 

2. Lean into AI - now I know this might just create some more FOMO but I'm not talking about N8N or agents...I'm just talking about simple AI adoption that can make you move faster and look like a badass. 

-Gamma for AI deck creation...look like a pro in every meeting and make beautiful decks in less than 10 min that are exec ready (I'm seriously considering doing a free workshop on this because I believe it can save marketers jobs)

-Descript - AI video editing and clipping to fuel your personal branding motion and help with random marketing needs/requests (you know...because many marketers are expected to be swiss army knives)

-Chat GPT - PROJECTS - I can't stress this enough. Move from just using chat gpt threads/chats and start learning how to use projects. Create a project for your marketing..load it with docs about brand, UVP, ICP, strategy, load marketing reports into it - now you have a special place to ask questions or feed data and it can answer through the context of fully understanding who you are, what you sell, and to who so all outputs are 10x stronger

*Bonus - use GPT to create slide by slide prompts from Gamma so you can whip out amazing decks with real data backed by actual context in minutes. 

3. Obsess over sales metrics not marketing metrics

If sales and marketing have different goals, KPIs, metrics, language, priorities...you're at risk. You're an "other" and expendable. 

Learn how to create dashboards in hubpsot, learn how to speak the same language sales does when they report. 

Learn how to talk about quality of lead vs number of leads. 

There are more...but those are some things top of mind that could really help secure you more at current role and open more doors if anything changes. 

What else would you add?

Website LinkedIn Ads Agency: https://lnkd.in/guEafPKk
B2B Strategies and Guides: https://lnkd.in/gB-WQ82f
Impactable YouTube Channel: https://lnkd.in/emYVDn_T

Marketing Leaders and Founders are getting SCAMED by AI SEO tools/agencies right now - Here's my short educational PSA

1. First of all - 9 out of 10 LLM tools are just monitoring tools. Take a look as you're evaluating them.  Most will have some cool looking chart that shows how many impressions and clicks to your website you're getting from LLM. 

A. Note - your basic free Google analytics will show you this for free. (no joke, it's just there for free)

B. Almost all of these tools are just showing you the numbers...there is basically nothing there for you to actually improve the numbers...and again you can see that for free in your basic web tools you already have. 

2. 7 out of 10 AI SEO experts are posting on my feed saying that they have a list of things that seem to work but the rankings change weekly , it's not stable enough to actually predict, and the sites being pulled from is shifting dramatically from month to month. 

A. This means most seem to just have best guesses - mostly best of lists, comparisons, and publishing accross more channels like reddit, LinkedIn, website, youtube etc.  (so you know..the basics of content distribution)

B. Moving away from traditional blogs and pivoting to using articles to answer real humans questions and in a real human way vs keyword chunking for the robots...ok so big pivot here is stop writing for robots....any one who was still doing this last year was likely headed to the graveyard anyway and AI should'nt have been the catalyst for this change. 

3. Another cool shift I'm seeing is that 3 out of 5 AI SEO experts on my feed are also now just saying AEO is basically not a thing and that it's just SEO, Brand, and Distribution... really just creating more questions than answers. 

4. Traffic trade off - Another fun fact just to keep in mind. 100% of companies who had strong organic traffic and SEO now have traffic from LLMs. 

SEO traffic dropped by 40%
LLM Impressions appeared

These are not two separate things you realize right?

LLM traffic isn't exactly a net new touchpoint that didn't exist before...the same article you published a year ago lost organic impressions and gained LLM impressions - the same user is searching for the same thing and finding your content in a different way in many cases. 

That's a big distinction. 


Here's my advice

1. AEO is real but it's new and evolving and I'd be very skeptical of any tools/experts you are thinking about hiring - most don't actually have it figured out and will actually tell you that when you ask how they can prove action to result. 

2. Don't worry about LLM traffic if you don't have basic SEO foundations and content distribution in place. 

If you think you should skip SEO and go straight for LLM visibility...just no...that's not how this is going to work. 

The #1 best way to show up for LLM is still just having foundational SEO and content distribution (and content written for humans).

My actual advice on how to hack/win LinkedIn?
Stop being so freaking agreeable

100% honest here, this isn't some viral hot take

You can not grow on LinkedIn or in business in general if you are vanilla. 
If you are just here to get "visibility" and blend in and pat other content creators on the back....just don't. 

You have to stand for something which means you actually need to stand against something....which really means people should visibly see you call things out or stand against certain posts. 

And it's a legit hack to be honest. 

Example: Make a post about a practical tip from your expertise 2k views 

Make a comment on someone elses post about similar topic and disagreeing with their take/approach and sharing your POV..10k views and respect

My personal example?

I call people out on here with these dumb AI army agent posts
These I replaced my marketing team with AI posts
These posts about how they have attribution figured out
These posts where they praise organic success in terms of views and impressions only

I'm fundamentally against these ideas as a marketer so yes while I do make posts that share my POV..I also comment on posts that go against this and am ready to throw some punches. 

And guess what..people love that and I guess the algo loves it

But I think it's because it actually shows some conviction and people crave that. 

If you want to try - you can disagree with me here. 

I dare you : )

Need help standing out as an actual thought leader on LinkedIn (one with a strong POV ) - we'd be glad to help  - https://lnkd.in/gEn-5TuR

New favorite LinkedIn Ads control - Frequency + Click caps by Month
Here's how I'm using it

1. Penetration campaigns - for ABM motions or top of funnel plays where the audience is bigger than the budget...using a frequency cap can ensure you cover more surface area and penetrate the list deeper vs getting caught up over saturating a handful of active accounts. 

2. Budget control for Middle of funnel - I'm a big fan of 90-day retargeting but after looking through lots of data there is clearly (and logically) deminishing returns after serving more than 75-100 impressions per month to warm accounts. 

I'd look at doing a monthly cap of 75-100 impressions for 90-day MOF

3. Bottom of funnel controls - the idea with bottom of funnel is accelerating warm deals but again...clear deminishing returns from just oversaturing a small pocket. 

You can also set click thresholds as well so that you  remove engaged accounts from monthly penetration campaigns after getting the click (which likely already moves them to another campaign)

With LinkedIn ads, there are 100 ways to waste money so things like
-Ad scheduling/rotating
-Frequency capping
-Budget caps
-Targeting refinement and one-click account wide exclusions

These things (offered by DemandSense) actually make it way easier to spend responsibly and prove value. 

I'm playing with the right thresholds but I really like this feature.

Free trial available if you're curios - https://lnkd.in/gDDYsGVi

AI ad image + copy analysis AND image variations in less than 60 seconds?????
I'm damn impressed by this. 

This is what I've just got my hands on and am testing - but this is pretty crazy. 

One of the things AI is allowing us to do is aggregate and cross-reference data better and faster and wield it like more powerful weapon than ever before. 

At Impactable we have launched and managed thousands of LinkedIn ad campaigns and that data is now being weaponized to inform on copy and design and it's absolutely going to be a secret sauce of ours and a competitive advantage. 

Our amazing team also has an AI agent that can do competitor research on LinkedIn ad campaigns by visiting their LinkedIn ad libraries and combing through all of their ads and comparing and contrasting all the variables vs benchmarks and top industry performers to spot patterns that would take the best humans weeks to do. 

This is something that got me very excited!

Shout out to some of our Impactable AI OGs - Nemanja Jovanovic Nikolay Titov Anna K. Branko Jovanovic Vladimir Ilić 

We have some big plans in 2026 to use AI responsibly but to weaponize our POV, strategies, frameworks, and aggregated campaign data to fuel better/faster insights for our clients. 

Check yourself before you wreck yourself 😉

In B2B Marketing...Humans are still very much influencing big deals (shocker right?)

That was a big takeaway from my conversation with Gabe Larsen, CRO of Signals.

When everything starts to look the same, especially in the age of AI, buyers stop comparing features. They start asking people they trust.

Gabe shared that more and more buying decisions are happening before a demo ever takes place. 

People are leaning on their network, not review sites or feature checklists.

That’s why trust has to be built upstream.

Through real conversations, visible leadership, and showing up consistently where your buyers already spend time. 

The demo just confirms what they already believe.

#B2BMarketing #TrustBasedSelling #ThoughtLeadership #PersonalBrand #Impactable

Giving away your playbook isn’t risky. 
It’s a growth lever.

One thing that came up during my conversation at the DemandShift Summit was how openly I share LinkedIn ads playbooks, tactics, and experiments.

That’s not accidental.

I try to give away everything I know as freely as I learn it. 

Ironically, the more transparent you are, the more people want your help. 

Not because they can’t find information online, but because they trust your point of view and execution.

Building in public has been one of the most consistent growth levers in my career.

#B2BMarketing #ThoughtLeadership #BuildInPublic #LinkedInAds #Impactable

Every time an algorithm changes, someone declares a channel dead.

SEO is the latest target.

In my conversation with Ryan Williams, Head of Marketing at ZenMaid, he made a point I agree with. Channels don’t die. 𝗧𝗮𝗰𝘁𝗶𝗰𝘀 𝗱𝗼.

Yes, the 2024 update hit a lot of teams hard. ZenMaid felt it too. 

But instead of walking away from SEO, they used it as a forcing function to clean things up.

Thin content stopped working, backlink-first strategies lost their edge, and mass-produced AI articles stopped delivering results.

What still works is clear. 
Content that’s deep, useful, and backed by real authority.

The playbook didn’t disappear. The shortcuts did.

#SEO #ContentMarketing #B2BMarketing #DigitalMarketing #Impactable

New Marketing Leaders - Here's Exactly When and How to add LinkedIn Ads to your ecosystem - Time to get that Promotion (or maybe just not get fired)

First thing's First - Who should be running LinkedIn ads or when can you add it and it be pretty low risk/high chance of success? (because no marketing leader wants to strike out with their ideas). 

Quick “LinkedIn Ads Perfect Fit” checklist:
1+ years in market (trust + PMF more likely present)
5,000+ monthly website visitors (warm audience 🔥 )
SEO or organic driving inbound conversions (at least some consistently)
$10k+/mo in paid search or similar paid channels (in-market trafffic to work with)
5,000+ LinkedIn company page visitors (audience active and reachable on LInkedIn)
Conversions happen on the site and you have a sales team + CRM
Willing to run a 90 day test with a minimum test budget

IF some or most of these exist...LinkedIn ads is likely one of the highest impact moves you can make to see quick wins, improved funnel metrics and usually higher ROI for same spend by simply moving weaker pockets of google spend over to LinkedIn. 

In this weeks newsletter I go over the exact criteria that I call the perfect storm that make LinkedIn ads super low risk and then exactly how I'd approach introducing LinkedIn ads and the logic that helps explain it to leadership. 

Take a read and ask any questions!

Website LinkedIn Ads Agency: https://lnkd.in/guEafPKk
B2B Strategies and Guides: https://lnkd.in/gB-WQ82f
Impactable YouTube Channel: https://lnkd.in/emYVDn_T

I've noticed a very specific pattern where companies fit a certain criteria that I'm kind of calling "the perfect fit for LinkedIn ads" and when this 

Open article: A Marketing Leader's Field Guide to Launching a Profitable LinkedIn Ads Motion by Justin Rowe • 10 min read

A Marketing Leader's Field Guide to Launching a Profitable LinkedIn Ads Motion

Most marketers don’t grow up dreaming of becoming marketers.

Ryan Williams definitely didn’t.

He went to school for mechanical engineering and fully expected to live a traditional engineering life. Turns out, he couldn’t stand it.

Marketing wasn’t some lifelong passion. 
It was a practical pivot that turned into something bigger.

His first role paid almost nothing, was heavy on sales, and required him to sell campaigns and then turn around and manage them himself. 

It wasn’t pretty, but it was real.

Running Google Ads, dabbling in social, learning SEO, then spending years deep in PPC across agencies and large accounts.

That kind of path doesn’t create surface-level marketers. 
It creates operators who understand how demand actually gets created.

#MarketingCareer #DemandGeneration #B2BMarketing #GrowthMarketing #Impactable

Website LinkedIn Ads Agency: https://lnkd.in/guEafPKk
B2B Strategies and Guides: https://lnkd.in/gB-WQ82f
Impactable YouTube Channel: https://lnkd.in/emYVDn_T

Marketers are asked to prove impact in ways sales never are.

Sales doesn’t invent attribution.
They don’t design the system.
They don’t debate what “counts.”

The CRM already exists.
Pipeline stages are defined.
Revenue is the output.

Marketing operates very differently.

To prove impact, marketers are expected to:

Learn and master $1k/month attribution tools

Stitch together CRM, GA, and ad platform data

Create custom views and narratives leadership will accept

And somehow make it all feel objective and trustworthy

This is why attribution tools are raising hundreds of millions of dollars.
And yet… attribution is still one of the biggest problems in marketing.

Not because the data doesn’t exist.
But because the structure doesn’t.

A HubSpot report like this one is incredibly insightful - Something cool I built over the weekend looking for additional ways we can show marketing data in ways leadership will trust (and Hubspot/CRM is of course going to get accepted  more than any 3rd party tool/report). 

These reports shown break down opportunities by source (Google vs LinkedIn), then by company size and industry, tells a real story about quality, direction, and momentum.

It was really cool to see in this case that LinkedIn brought in bigger opportunities more constantly and Google search had more sporadic size over time. 

Also super interesting to see which industries seem to be showing higher levels of in-market signals (coming in via google search) vs what industries are being directly targeted on LInkedIn. 

It's possible that this could be a good signal to consider when splitting and prioritizing account lists. 

But here’s the catch:

That story only matters if the organization agrees it matters.

In most companies, marketers don’t just analyze data.
They have to create the narrative, define the rules, and convince leadership to trust it.

And if they don’t?
The marketer gets blamed.
Then replaced.
And the next marketer walks into the same environment with no trusted system to operate inside.

Same problem. New person.

This isn’t a performance issue.
It’s an org design issue.

Sales works inside a structure that already defines success.
Marketing is expected to build the structure while being judged by it.

My conviction:

Either organizations evolve to give marketing a first-class measurement system

Or agencies will increasingly be forced to fill that gap.

Not just by running campaigns, but by creating the attribution, tracking, and reporting framework the business actually operates on.

Until then, marketers will keep doing two jobs:
Driving growth.
And inventing the system that proves it.

Some of the best B2B marketers didn’t start in marketing at all.

That was clear in my conversation with Oleg Kovalev, CMO of Aspect Health.

Oleg started his career in B2B sales, not marketing. 

Within a few years, he moved from sales rep to leading retail sales, helping grow revenue nearly fivefold. 

Eventually, sales and marketing merged into one department under his leadership.

That’s where he fell in love with marketing.

What stood out to me is how much that sales foundation shaped his perspective. 

When you’ve carried a quota, led teams, and driven revenue firsthand, marketing stops being abstract. It becomes deeply connected to outcomes.

Seventeen years later, that blended background still shows up in how he approaches his role today.

#B2BMarketing #MarketingLeadership #SalesAndMarketing #CareerJourney #Impactable

If your positioning is off, no channel will fix it.

That was one of the strongest points from my conversation with Oleg Kovalev, CMO of Aspect Health.

Yes, channels still matter. 

But success on any platform comes down to clarity, not activity. 

Oleg is a great example of that. He was able to build meaningful momentum and grow his audience quickly by being clear on who he was speaking to and why his message mattered.

But his bigger point was this.
Channels and assets are secondary. 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 𝗶𝘀 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴.

He’s seen more startups fail because they didn’t clearly define who they were for and why they mattered, not because they picked the wrong channel or ran out of budget.

Get the positioning wrong and no channel will save you.
Get it right and almost any channel can work.

#B2BMarketing #Positioning #StartupMarketing #LinkedInGrowth #Impactable

Actual Hot Take.....99% of "Hot Takes" are just garbage click bait with no real POV or anyone who really disagrees with you. 

Take this for example...my hot take here is clearly something you agree with and not controversial at all and yet you feel like you just want to slam the like/share button and scream "this dude get's it!"

And now that I've called it out..you're not sure if you should like this post or ignore it to "put me in my place" ...which is also something that happens here on LinkedIn. 

You see, everyone wants to support you until you actually start being successful and then they think you're overrated and nothing special....

Until you cross that line where the success is undeniable and you clearly have growing support without them...then they finally join back in as it clearly benefits them to be connected to your success and their "dis" clearly isn't negativly impacting you...

That's a crazy thought...creators on here might withhold support to "punish" those they are jealous of but give that up only when they realize they don't actually hold that sort of power. 

My advice?

Content creators on here arn't your demographic...F*k them

Do you and focus on delivering value to your ICP, develop real relationships with other founders in complimentary spaces...and don't get lost in the politics of LinkedIn (or actual politics for that matter...you won't catch me speaking on politics). 

I've been on here long enough to know the game and how to win in the long run - stick with me if you want to learn : )

You don’t need to be “interesting” to create good content.

That was one of the biggest lessons I shared at the DemandShift Summit.

Most people burn out trying to come up with something new, clever, or insightful every single day. That’s exhausting and unnecessary.

If you’re building a business, leading a team, or learning on the job, you already have content. 

You’re experimenting, making decisions, getting things wrong, and figuring things out in real time.

I started posting long before I had some polished success story. 

I documented my journey as a restaurant operator. Then as someone trying to build a lead gen agency with no clients and very little experience.

Looking back, I was early, naive, and didn’t know what I was doing yet.

And that’s exactly why it resonated.

There are always people a step or two behind you who find your experience incredibly valuable.

Need help getting your thought leadership motion going ? - https://lnkd.in/gEn-5TuR

#ThoughtLeadership #BuildInPublic #B2BMarketing #ContentStrategy #Impactable

If you automate the relationship, don’t be surprised when it feels transactional.

The irony of modern marketing is that we’re obsessed with scale, but trust doesn’t scale the same way.

In my conversation with Gabe Larsen, he talked about being intentional with how he shows up. 

He posts consistently, engages directly, and personally responds to comments instead of delegating or automating that layer.

Could it be automated? Sure. A lot of people do.

But when the expert removes themselves from the interaction, the tone shifts and the connection becomes functional instead of relational.

Buyers today are more skeptical than ever and they’re choosing based on who they believe.

And belief is built in real exchanges, not optimized workflows.

Automation should enhance relationships.
It shouldn’t replace them.

Need help building/running a thought leader LinkedIn motion ? - https://lnkd.in/gEn-5TuR

#B2BMarketing #RelationshipMarketing #ThoughtLeadership #TrustBasedSelling #Impactable

Most early-stage companies don’t have a growth problem. They have a focus problem.

When Oleg Kovalev joined Aspect Health as a fractional CMO, the company was sitting around $200K ARR and had been plateaued for nearly two years.

The issue wasn’t effort. 
It was positioning.

They were trying to serve everyone.
𝘞𝘰𝘮𝘦𝘯 𝘸𝘪𝘵𝘩 𝘗𝘊𝘖𝘚. 𝘎𝘦𝘯𝘦𝘳𝘢𝘭 𝘩𝘦𝘢𝘭𝘵𝘩 𝘯𝘦𝘦𝘥𝘴. 𝘞𝘦𝘪𝘨𝘩𝘵 𝘭𝘰𝘴𝘴. 𝘊𝘰𝘶𝘱𝘭𝘦𝘴. 𝘏𝘦𝘢𝘭𝘵𝘩 𝘤𝘩𝘦𝘤𝘬𝘶𝘱𝘴. 

A playbook that works for big pharma, but breaks smaller companies.

The turning point came when they did the opposite. 

They niched down hard.

Through customer interviews and onboarding insights, they identified a sub-niche with the most acute, underserved pain. 

That focus allowed them to refine the product, build real expertise, and earn credibility fast.

Instead of trying to be everything, they became the expert for someone specific. And that changed everything.

#StartupMarketing #Positioning #GoToMarket #B2BMarketing #Impactable

AI agents are getting easier to build. 
That doesn’t mean they’re getting more valuable.

Anyone can spin up an AI agent trained on generic best practices from the internet. 

But if it’s trained on the same surface-level inputs as everyone else, there’s no real advantage.

In my conversation with Gabe Larsen, we talked about what actually makes an agent valuable. 

It’s not the task. 
It’s the point of view behind it.

I don’t want an AI that just knows “𝘓𝘪𝘯𝘬𝘦𝘥𝘐𝘯 𝘢𝘥𝘴 𝘣𝘦𝘴𝘵 𝘱𝘳𝘢𝘤𝘵𝘪𝘤𝘦𝘴.”

I want one trained on our playbooks, our experiments, our mistakes, and the Impactable philosophy.

That’s the difference between an agent that answers questions and one that becomes a trusted expert.

AI may let everyone paint, but companies will always pay for real artists.

#ArtificialIntelligence #AIStrategy #MarketingLeadership #PointOfView #Impactable

Before you publish something, ask yourself one question.

𝘞𝘰𝘶𝘭𝘥 𝘺𝘰𝘶 𝘢𝘤𝘵𝘶𝘢𝘭𝘭𝘺 𝘴𝘦𝘯𝘥 𝘵𝘩𝘪𝘴 𝘵𝘰 𝘴𝘰𝘮𝘦𝘰𝘯𝘦 𝘺𝘰𝘶 𝘳𝘦𝘴𝘱𝘦𝘤𝘵?

That’s how I think about content, and it came up naturally in my conversation with Ryan Williams, Head of Marketing at ZenMaid.

A lot of content today technically checks the boxes, but it’s not something you’d ever share one to one with a peer or a customer. 

It’s polished, structured, and forgettable.

Ryan’s take was simple. 

If you’re creating something you believe your ICP would genuinely enjoy or learn from, you can’t really go wrong.

Create less, make it better, and trust that consistency compounds.

Thought Leadership Done For you Motion: https://lnkd.in/gEn-5TuR
B2B Strategies and Guides: https://lnkd.in/gB-WQ82f
Impactable YouTube Channel: https://lnkd.in/emYVDn_T

#ContentMarketing #B2BMarketing #LinkedInContent #MarketingStrategy #Impactable

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