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

0-$6.7M ARR under 2yrs. Fully boostrapped. Adam Robinson leaked his full SaaS growth framework in 34mins. Now its yours:

Adam and I don’t do fluff.

You’re about to learn: 

- The secrets to building epic products
- RB2B weird insane strategy for growth 
- Where Adam took inspiration from
- The framework so you can copy it
- How he’s diversifying to hit 10M ARR+ 

SaaS marketers and founders, hit 2026 with a bang.

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

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)

No alternative text description for this image

Breaking B2B podcast just turned 6yrs old...I’ve interviewed 471 marketing leaders & founders. Here’s my 8 biggest takeaways:

1. Customer research before anything.

Before content, ads, or messaging, talk to customers. Interview recently won and churned clients. Ask what they struggled with, what problem cost them money, what competitors they looked at, and what made them choose you. Record the calls. GPT the transcripts for patterns and common replies. Use their exact words in your website, ads, and sales calls so you stop guessing.

2. Organic growth is a must.

Ads keep getting more expensive. SEO and AEO build long-term moats. Go after buyers who are ready now. Create pages for searches like competitor alternatives, pricing, and best software for a niche. Build better pages than what already ranks. These pages drive pipeline quick as 90 days.

3. Show pricing.

Hiding pricing brings poor-fit leads. People want to know cost before a demo. SaaS companies should show clear tiers. Service companies should show ranges. Pricing pages can also answer common questions, video testimonials and speed up sales cycles. You get fewer leads but better buyers.

4. Track the full funnel.

Leads do not equal revenue. Follow deals from first call to closed won. Look at which channels create real sales, not just signups. Double down on what closes and cut what does not (after a fair test).

5. Product-led content wins.

Most content never shows the product. Revenue driving content does. Be useful and show how your product fixes the problem. Use examples, screenshots, and real use cases. Teach, then show the solution. Ahrefs are masters here. Check their blog.

6. Build a media engine. 

At Breaking B2B most of our long form linked posts and breakdowns fuel long form YouTube scripts. We then chop up and distribute on LinkedIn and the newsletter.

7. Founder brand.

Build in public. Share what is working and what is not. Share wins and mistakes. This builds trust fast and attracts buyers who already believe in you. SEO / YouTube / LinkedIn is working as a deadly trio for us at Breaking B2B to drive pre-sold inbounds atm. 

8. Speed beats slow giants. 

Big companies move slow. I’m talking months to approve and publish content at the enterprise level. Small teams move fast. Publish faster. Test faster. Act on customer research. Speed helps you steadily steal market share for underserved segments. Especially in SEO/AEO.

___

This was massively simplified to keep in word count.

Watch my full 16-minute breakdown video: https://lnkd.in/eY6Vsvk6

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

RB2B nearly hit $7M ARR. We run their SEO/AEO engine at Breaking B2B. Next up $10M ARR. Here's our January battle-plan for Adam Robinson SaaS:

HIGH LEVEL OVERVIEW.

The mission? Drive high intent sign-ups as quick as humanly possible from google organic and AI searches.

This month we've found more competitor-focused pricing page opportunities with healthy search volume. 

For example, “Instantly pricing” generates 3,000+ monthly high-intent searches, showing prospects actively evaluating costs and purchase options. Third-party pricing pages (in addition to Instantly’s own site) are already capturing a meaningful share of this traffic, which signals clear opportunity to compete and drive inbound with a well-optimized pricing page.

And a bunch of other pricing-related pages with consistent search demand, strong buyer intent. Solid for organic acquisition.

We’re crafting a product listicle for “Cognism alternatives.” This keyword attracts solid monthly traffic and has low difficulty, with strong opportunity to rank and capture users who are in the consideration stage and actively comparing software.

NET NEW CONTENT.

pricing articles:
- Instantly pricing (3.1k searches/mo)
- Cognism pricing (1.2k/mo)
- Clearbit pricing (1k/mo)
- Uplead pricing (500/mo)
- Leadinfo pricing (400/mo)

these pages review the software pricing, share user feedback, breakdown of costs and share where RB2B is differentiated and why customers choose them. plus they often rank well within 90 days.

alternative listicle:
- Cognism alternatives (400/mo)

aq quick summary and intro, why listen to us, what is cognism, why look into alternatives (based on what prospects say e.g. on G2), list of 12 alternatives, RB2B at #1 with why customers choose them, show product in action, pricing and feature info, where they are good + poor fit then list of 11 other options below with fair summary + conclusion and FAQs.

listicle and alternative/competitor content on your own site is solid for being cited and recommend in AI search and enables you to control the narrative with dream clients on ChatGPT and google ai overviews.

EARN BACKLINKS (DA50+).

- free b2b lead generation software
- lusha vs zoominfo
- zoominfo vs uplead

EXTERNAL LISTICLE PLACEMENTS.

- best data enrichment tools x 3 
top 3 placements in 3 niche relevant external listicle articles.

solid to ramp AI search visibility and mentions.
plus can get direct inbound.
and the backlink.

___

Wanna see if we can scale demos quick as 90 days for your B2B/SaaS?

Visit the Breaking B2B site to check our results, pricing and grab a call.

Watch my 34-minute SEO/AEO breakdown video for RB2B below 👇

Proposify had good SEO before partnering with Breaking B2B. We crafted a strategy and execution taking demos, AI and organic visibility to the next level 👇 

#1 for "quoting software" in the USA - Top organic position for this money keyword, appearing above competitors in standard results and AI Overview.

#1 for "proposal software" in the USA - Top organic position for another critical solution keyword.

68% more clicks from competitor pages (prospects comparing vendors or looking to switch).

AI search visitors up by 91%
Engaged sessions up by 20%

Longer term conversions are stable, starting to see big spikes in organic demo requests on shorter timelines:

Last 1 weeks demos vs previous period: +115%.
Last 2 weeks demos vs previous period: +72%.

___

Cheers to Kyle Racki and Jennifer Faulkner for the review.

See our results, pricing and book a call: https://lnkd.in/eT_F8zZB

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.

___

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

___

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.

___

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

If I joined as CMO for a SaaS with $20k+ ACV I’d triple down on this deadly trio to scale demos this year: 

- SEO/AEO.
- YouTube.
- LinkedIn (founder brand & paid).

I’m yet to see a more powerful trio.

Especially when your offer is $10k+ ACV and involves multiple stakeholders.

Yet many SaaS still sleep on this deadly trio.

1. SEO/AEO.

Craft a program to show top of Google organic and AI search when dream cleints need your solution now, are comparing options, are annoyed with their current vendor or have an expensive problem you solve.

Why bother? Control the narrative with ICPs. Get into you into the consideration set and capture active demand for 5% of your dream clients in-market today.

2. YouTube.

This is not throwing old webinars and hoping for results. 

Crafting searchable videos that share every aspect of your playbook / approach / strategies / product / problems you solve.

Going in with a YouTube first approach.

Solid packaging, hook, story, CTAs and pacing.

Painfully focused on your dream client.

Just like SEO not going for traffic or views at all costs…going for the right type of folks with intent.

Giving away so much your ICP can copy then do it in house OR trusts you so much they buy into your offering.

3. LinkedIn founder brand & paid.

Daily founder or execs posting organically to become a trusted voice for ICPs and your niche.

I tend to play on edutainment with memes, videos and breakdown posts.

Then using ads a mix of helpful, trustworthy and social proof organic posts as thought leader ads to retarget site traffic from all above channels plus serve ads to a tight list of cold ICPs.

These 3 channels working together are cooking demos for us right now at Breaking B2B with many others.

RB2B are on the road to $10M ARR. 6mos ago we fired up their SEO/AEO engine. How did Adam Robinson describe working w/ Breaking B2B? BANANAS. Full breakdown below:

———

90-day non-branded clicks up 43% (4,270 vs 2,980) on 1.36m total impressions … which were only up 8%. 

So, SEO is driving LOTS of clicks

———

Engaged sessions are up from 33k to 62k (+90%) … on total sessions only rising 11%, from 77k to 86k.. 

So, SEO is driving LOTS of engagement.

———

We’re winning on 164 high-value keywords (+270%), whereas we were only winning on 44 when we started. 

So, SEO is driving LOTS of targeted pageviews.

———

Traffic is up 50% from keywords that both rank well AND drive signups: 

- website visitor identification
- website visitor tracking
- identify b2b website visitors
- b2b website visitor tracking
- b2b website visitor tracking software
- leadfeeder alternatives
- clearbit alternatives
- many more

———

And for icing on the cake, organic traffic hitting the signup page is +201% of the past 3mo, and 27-35% of those visitors are signing up for RB2B. 

———

Check our pricing, results or grab a call: https://lnkd.in/e7XuM6au
 
Watch my full RB2B SEO strategy breakdown vid: https://lnkd.in/eiZfaXXq

Breaking B2B was invisible on AI search 120 days ago. Now we’re often top. Stop giving SaaS competitors a free lunch on ChatGPT & Google. Here’s the fix:

QUICK WINS.

Start where you win already (commercial bottom funnel pages typically listicle articles, landing pages, comparison pages, competitor content etc) update these, making them best in class to blow the competition out the water at every angle.

BUILD THE MOAT.

Build a moat like no other on your site. (cover all pages across industries, product, features, pricing, documentation, competitors, use cases etc. each covering all ICPs jobs to be done, Qs etc).

Craft and improve with add unique stats, data, research, social proof and date updates on blog articles.

AEO/SEO CHEATCODE.

The cheat code for LLMs (listicles) build all relevant “best X software/platform/tools” listicle article on your own site.

Then outreach or leverage partners to get your brand featured on well ranking niche relevant  external site listicles in top 3 placements.

This was a huge part of how we got Breaking B2B mentioned regularly in AI searches (and classic google organic rankings for pipeline driving keywords).

LEVERAGE PAST MEDIA.

Leverage past media such as your founders appearances on podcasts, interviews, press and more. Head to - ahrefs > backlinks on media/pages that only point to an execs linkedin profile, ask the author of the page for a brand mention and backlink.

CONTROL THE NARRATIVE.

Ecosystem marketing FTW. Based on where you have resource. Control the narrative where folks search around your niche and compare options.

Redddit, YouTube and beyond.

Right now, SEO/youtube/linkedin is a killer trio working together to drive booked calls for us at Breaking B2B.

SPEED BEATS GIANTS.

Enterprise orgs move slow, they have layers of approvals and a lot of red tape.

This is your advantage as a fast moving mid or startup company.

Publishing and doing above at speed can steal market share over time, especially in undeserved niches.

___

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

I’m 35 today.

So here’s a list you didn’t ask for: 

1. Family > all

2. Don’t wait until new year to start something

3. Hard work still goes a long way

4. Putting some pressure on isn’t always bad

5. Take time out to enjoy w/ fam and friends

6. Most emails that say urgent aren’t

7. Don’t need to start emails w/ hope you're well

8. Transparency wins

9. A website is your best or worst salesperson

10. Many companies still underestimate SEO/AEO

11. Bootstrapping a co. is tough but fun

12. Daily habits & activities are a winner for biz

13. Podcasts while driving = free university

14. Build something on the side and get paid 

15. Learn from those who’ve actually done it

16. Learn to sell, then learn to market

17. Fitness is medicine for the mind

18. I’m not for everyone

19. Some will, some won’t, so what, next.

20. Outbound is alive

21. SEO died in 1973. JK it's alive in b2b.

22. Everyone talks a good game on LinkedIn

23. Personal brand is great but not everything

24. Don’t rely on one marketing channel

25. Experimentation FTW in marketing

26. Have marketing channels you own and rent

27. Hire people smarter than you 

28. Don’t be tight 

29. Likes and shares don’t pay bills

30. It ain’t sold until cash hits the bank

31. Stay humble 

32. Lists are dead

33. God is good

34. Cheers 🍺

35. Your B2B/SaaS struggling to drive pipeline from SEO & AI search? I hear Breaking B2B are decent.

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

AEO “experts”: Chunk up your content
Leader at Google: Don’t do it mate. 

___

From Googles Danny Sullivan last week:

“One of the things I keep seeing over and over in some of the advice and guidance and people are trying to figure out what do we do with the LLMs or whatever, is that turn your content into bite-sized chunks, because LLMs like things that are really bite size, right?
So we don't want you to do that. I was talking to some engineers about that. We don't want you to do that. We really don't. We don't want people to have to be crafting anything for Search specifically. That's never been where we've been at and we still continue to be that way. We really don't want you to think you need to be doing that or produce two versions of your content, one for the LLM and one for the net.”

“…So you've gone through all this effort. You've made all these things that you did specifically for a ranking system, not for a human, being because you were trying to be more successful in the ranking system, not staying focused on the human being. And then the systems improve, probably the way the systems always try to improve, to reward content written for humans. All that stuff that you did to please this LLM system that may or may not have worked, may not carry through for the long term.”

___

I even got sucked into it when AI search first started rolling out. 

Thinking putting content into bitesize sections and over optimising for AI agents to read easily was the play.

Then remembered most of our B2B/SaaS clients are selling complex products with long sales cycles to multiple stakeholders.

Which is why we place huge emphasis on researching dream clients, their struggling moments, jobs to be done, motivations, competitors they evaluate, why they choose you, differentiators in the market place and beyond.

To not just rank and be mentioned & cited in Google organic and AI searches but resonate with target buyers. 

If you don’t resonate you won’t convert.

___

Grab my 90 days to revenue SEO/AEO free playbook & video course: 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

I GRILLED Adam Robinson on how he bootstrapped RB2B from 0-$6.7M in 2yrs with 3 FTEs. Here's my 7 biggest takeaways:

1. Use a proven concept and find the gap.

RB2B did not start from a blank page. Retention started as a feature inside another company. Nobody wanted the full product. Everybody wanted the feature. That feature became the company. The same thing happened again. While selling into the Shopify space Adam identified there was no person level website visitor identity for B2B. This was the gap to hit. We did the same  at Breaking B2B after constantly hearing B2B/SaaS marketers and founders get frustrated with vanity metrics and lack of pipeline from SEO.

2. Create for your market.

Adam posted content to reach eCom stores. About 25 percent of his posts were about his SaaS journey. Those posts got 10X better engagement. So the content changed. Only B2B SaaS. The engagement stayed high. The audience was clear. That audience needed a product.

3. Speak to prospects before building.

There were Zoom calls. A big waitlist. A lot of discovery before launch. The idea was simple. B2B needs person level visitor identity. Some people hated it. Some people said it was crazy. Some people said it was transformational.

4. Prove people will pay for it.

V1 of RB2B was super basic. People got a spreadsheet every day with personal emails of B2B visitors. That did not work. Then business emails. Slightly better. People still paid. If people pay for something basic, it's a clear signal to keep pushing forwards.

5. Change the experience, not the data.

The same data was sent in a new way. First, a fake Slack profile showing real people with headshots and LinkedIn URLs as they visit your site. People had never seen anything like it. It was a hit. Same information. New delivery.

6. Start on a no-brainer channel.

LinkedIn was already working for engagement with ICP and growing fast. That leverage made it worth building the product. An okay product plus huge awareness becomes a good business.

7. Say the same thing over and over.

Be known for something. In Adams case, Bootstrapped. Build in public. Radical transparency. Say the same few ideas in many ways. In my case, SaaS SEO and building in public. This is how RB2B got to $6.7M ARR in under two years.

PS. watch our full 34-minute masterclass: https://lnkd.in/eHdqi3uD

#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

$5.34 = avg B2B Google ads CPC (per dreamdata research). SaaS CAC is up 60% last 5yrs. Outbound response rates are getting lower and lower...so what's the answer for sustainable growth?

THE PROBLEM W/ RELYING ON ADS & OUTBOUND

- Every month your CAC payback period extends
- You're essentially renting traffic instead of owning it
- When your next funding round gets delayed or doesn't happen, paid growth becomes unsustainable
- It’s essentially a ticking time bomb

SHOULD YOUR SAAS CONSIDER SEO/AEO?

- Build assets that generate pipeline and mindshare month after month without the rising ads costs
- Unlike ads, your organic rankings and AI visibility can compound and get stronger over time
- You're not competing in expensive bidding wars with better-funded competitors
- Creates a sustainable foundation that doesn't disappear when budgets get tight
- Your buyers aren't stupid: they place trust in organic results 
- Builds brand and mindshare

TAP INTO THE 5% OF MARKET READY TO BUY

- While 95% of your market isn't ready to purchase, around 5% is actively searching for solutions right now
- These prospects are typing your competitors' names looking for alternatives
- They're searching for industry-specific solutions in your exact niche
- They're comparing vendors and ready to book demos - if they can find you first

GROW BRAND SHARE OF VOICE

- When prospects consistently see you at the top of AI & search results, it helps position you as the category leader
- This brand authority creates a multiplier effect across everything you do
Helps you stay top of mind
- Increases brand recall
- Results in higher conversions across all your other marketing channels
- People are more likely to click your ads when they recognize your brand from organic search
- Sales cycles shorten because prospects already trust you before the first sales call
- Most importantly for founders/mktg & rev leaders - this sustainable organic growth makes raising funding easier when investors see you're not dependent on paid acquisition

BUT DOESN'T SEO TAKE 12 MONTHS MIN?

- With the right strategy, many of our clients at Breaking B2B see qualified leads within 90 days of publishing content
- We've helped clients rank clients top of AI and organic search fast as 30 days for MONEY keywords
- Every month you wait is a month your competitors eat your lunch

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

A SaaS marketing leader asked me how long it takes to get results with SEO. Here’s my exact reply (and I didn't say "it depends): 

___

There's massive bottlenecks to SEO, and they can be on the agency side or the contractor side, and they can also be on the client side.

And the crux of good SEO, at least in my opinion, is working out, starting with a strategy like in your case, what you've told me about the problems you solve, that could be a good in.

Let's work out what a target client actually searches for when they need your solution, rather than messing around with the 95% that aren't in buying mode.

Let's focus on those 5% that are actively searching for a solution like yours, and what are they specifically looking for.

And it might be that there's not tons of volume, but they're low-volume searches, but they're very specific, and they're likely to attract decent leads.

So we want to start there. Now, I don't know how competitive waitlist-based terms would be. I know for a fact anything [redacted their industry type] is hard, but the more specific the better.

So the more we can narrow down to your niche, the better. What can also work well, like if you're trying to rank for [industry + offer] terms, you're looking like six months plus.

And specific listicles around your core niche and offers.

What will rank the fastest is going after competitors. So I don't know, like [competitor] alternatives 

Or [competitor] reviews, pricing or similar.

Like those are the quickest possible. Those can rank. We often see those ranked like top three organic within 30 days of publishing.

And those can drive demos because if you're telling me things like people are moving away from some of these because of the poor customer success, then why don't we create a piece of an article that evaluates the top 10 [competitor] alternatives.

Positions you as number one and doubles down on customer success and then leverages the G2 reviews on [competitor] for their listing.

So that kind of stuff can rank like 30 to 90 days from publishing and can drive demos.

Also gets solid visibility for your brand in AI search.

___

Try my free 90 days to revenue SEO video course & playbook below 👇

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

I’ve learnt most things the hard way.

Tried to sell websites, SEO, ads, support to anyone and everyone.

Was tough AF.

Eventually stumbled on SEO for B2B/SaaS

Laser focused on that.

Got easier.

Started my podcast interviewing everyone and anyone.

Entrepreneurs, founders, marketers, sales leaders and more.

Learnt a tonne.

But never drove any business.

Tightened to interview B2B/SaaS marketing leaders and foudners

Solo episodes specifically on SEO/AEO & SaaS marketing.

Started driving inbounds and business.

There’s a lesson there somewhere.

Content Strategist for M&A Advisors | Helping You Write Narratives that Attract $5M+ Founders | Organic Deal Flow Strategy & Copywriting

Most M&A Advisors are excellent at closing deals but struggle to open conversations with ideal clients on LinkedIn.

You look at a $10M EBITDA business and see the nuance, the hidden value, and the exit potential. But when you sit down to write a LinkedIn post or an email to a Founder, that expertise gets lost in translation. You end up sounding like every other "listing agent" chasing a commission.

That is where I come in.

I am a conversion copywriter and content strategist specifically for the M&A and Business Brokerage industry. I don't just "write posts." I translate your technical deal experience into compelling, founder-focused narratives that demonstrate Niche Authority.

In the era of AI-driven algorithms (like LinkedIn’s 360Brew), "generic" content is invisible. To attract sophisticated sellers of $5M+ enterprises, you cannot rely on volume or engagement hacks. You must rely on Clarity and Semantic Reasoning.

I help advisors pivot from: ❌ "I have a buyer for your business." (Transactional) ✅ "Here is why your inventory management is hurting your 3x multiple." (Authoritative)

I partner with M&A firms and independent advisors to build organic deal flow engines. My strategy focuses on:

Profile Symbiosis: aligning your digital identity with your actual deal history.

Narrative Construction: Turning dry case studies into human-centric stories that Founders actually read.

Consumption Optimization: Creating content assets (carousels, newsletters) designed to hold attention and signal value to the algorithm.

Who I Work With

M&A Advisors targeting Lower Middle Market (LMM) exits.

Business Brokers moving upstream to $5M+ EV deals.

Deal Teams need better copy for CIMs and Teasers.

Clarity equals confidence. And confidence closes deals.

If you are ready to stop chasing leads and start attracting them through authority, subscribe to my newsletter, The M&A Content Roast, or send me a DM here on LinkedIn.
_______
Here's what you'll get:

▪️Founder First Copywriting (We do all the heavy lifting for you by writing persuasive LinkedIn Profiles, Websites, Sales Pages,  Landing Pages, Content Writing, and Email Nurturing Drip Campaigns.)

▪️LinkedIn Organic Social Selling Deal Flow Strategy (We apply the same strategy that got clients a steady deal flow - go down to the "projects section" to see the full tactics applied.)

...And all of that with a 100% MONEY-BACK GUARANTEE.

👉🏼 Shoot me a DM, or head over to my Featured section & check out our Sample Copywriting

Ramy Ghaly

The most expensive mistake a Founder makes is listening to their tax accountant
when they should be listening to a dealmaker.
(Yes, I said it.)

Your CPA is trained to save you tax dollars today. 
They do this by suppressing your profit.

But when you sell your company, 
we need to do the exact opposite. 
We need to show the buyer your true, "normalized" earning power.

This gap is bridged by EBITDA Adjustments (or "add-backs").

Get these right, and you can instantly add millions to your exit value. 
Get them wrong (or try to pass off "fluff" as profit), and you will fail Due Diligence.

It is a delicate balance between "aggressive" and "fraudulent."
I created this cheat sheet to help you distinguish between a valid add-back and a deal-killer.

Swipe through to see the "Valid vs. Invalid" checklist (Slide 4). ⬅️

If you are planning an exit in 2026, stop optimizing for April 15th. 
Start optimizing for the closing table.
__________
 What is the most ridiculous "personal expense" you've seen a business owner try to add back to their profit? (Keep names anonymous!)

Sample Lead Magnet Doc For M&A Professionals

If you tell a $5M Founder you can “sell any business,” 

you’ve already lost the deal.
Most M&A advisors are terrified of saying "No."

They think a wider net catches more fish. 
But to a Founder who has spent 30 years building a $10M legacy, 
a "Generalist" advisor sounds like a "Broker." 

And 

a "Broker" sounds like a guy who just wants a 
commission check before the ink is dry.

Last week, 

I was in the weeds with a client 
(a veteran M&A advisor) 
rebuilding his narrative. 

We weren't looking for what to add to his profile. 
We were looking for what to kill.
We implemented the "Negative Proof" Interrupt.

Imagine a Founder named Jim. 

Jim’s LinkedIn feed is a graveyard of "Just Closed" tombstone posts 
and generic "Happy Monday" fluff. 

He’s tired. 
He’s skeptical. 
He’s waiting for someone to prove they actually understand his world.

Then he sees my client’s post. 
It doesn't promise "maximum value." 
It lists the 3 deals my client refused to take last quarter.

1. The "Owner-Hero" Trap My client wrote: 
"If your business can’t run for 30 days without you answering the phone, I won't list it. I don't sell 'jobs' to buyers; I sell assets. We fix the dependency first, or we don't go to market."

Jim’s thought: 
"Finally. Someone who knows my business is too dependent on me."

2. The "Culture-Killer" Filter My client wrote: 
"I don't work with PE firms known for 'Chop-and-Flip' strategies. 
If you don't care about who is leading your Shop Foreman on Day 181, 
I’m the wrong advisor for you."

Jim’s thought: 
"This guy actually cares about my people. 
He's a Sentinel, not a middleman."

3. The "Earn-Out" Reality Check My client wrote: 
"I won't sugarcoat a 70% earn-out structure just to get you to sign an LOI. 
If the cash-at-close doesn't change your life, we don't start the clock."

Jim’s thought: 
"He’s not just trying to get a deal done. 
He’s protecting my exit."

Why this matters for your deal flow:

When you use "Negative Proof," you stop being a commodity. 
You aren't just "posting content." 
You are demonstrating a Reasoning Engine that Jim 
(and business owners like him) can actually trust on LinkedIn.

By defining whom you don't work with, 
you become the only logical choice for the Founder who fits your "Yes."

You move from "Price-Comparison" to Trust-Velocity.
__________
M&A Professionals: 
Look at your last 3 posts. 
Are you trying to be everything to everyone, 
or are you brave enough to tell a Founder why you might not be the right fit?

The "No" is where your authority lives.

Infographics show the difference between a generalist advisor and a specialist, and how the founder sees the value in a specialist and not a generalist. 

Deals rarely die because of the math. 

They die because of the ego.

We spend 6 months modeling spreadsheets, 
arguing over EBITDA add-backs, and redlining legal docs.

But in my experience, 
the multimillion-dollar transaction usually falls apart over something surprisingly small.

I once saw a $15M deal implode at the 11th hour because the Seller refused to give up his parking spot at the headquarters.

(Seriously. He walked away over a parking spot.)

The "soft" issues are actually the hard issues.

Founder attachment syndrome.
Family dynamic disputes.
Loss of identity post-close.

We prepare Founders for the financial exit. 
We rarely prepare them for the emotional exit.
__________
Friday Open Mic: 🎙️
I want to hear your war stories.
What is the most trivial, non-financial issue you have seen kill a massive deal?
(Business owners and Advisors anonymize the names, but spill the tea below)

If your LinkedIn feed is a graveyard of "Tombstone" announcements and "Happy Monday" fluff, you are invisible to the $5M+ Founder.

For the last week, I’ve been working with my M&A advisor clients on a fundamental shift in their deal-sourcing strategy.

We are killing the "Broker" persona and building the Sentinel.

Why? 

Because a Founder who has spent 30 years building a $10M legacy doesn’t want a "transaction facilitator." 

They are terrified of the "Exit Vacuum" (that space between signing an LOI and actually keeping their legacy intact)

As a Content Strategist, I see the same mistake every day: 

M&A professionals write for other M&A professionals. 
They use jargon to sound smart, but they fail to win the "hearts and souls" of the Founder.

To attract the "Silver Tsunami" gems, your narrative must transition from "How much" to "Who survives":

1. Stewardship over Spreadsheets: $5M+ Founders care about their team. If your content doesn't address the "Shop Foreman on Day 181," you aren't a Sentinel. You’re just a middleman.

2. The Technical Pattern Interrupt: Stop promising "vetted buyers." Start explaining Semantic Friction. Talk about why a "Working Capital Peg" is the #1 tool used to re-trade a founder at the 11th hour. When you explain the why, you prove your Reasoning Engine.

3. The Legacy Shield: A Founder’s identity is tied to their EBITDA. Your job is to provide the narrative map that helps them transition that identity without losing their shirt (or their sanity).

The "Sentinel" Content Framework (Friday Gift): 

Advisors, if you want to be un-bypassable to $5M+ Founders, 
your feed needs these 5 pillars:

The Pre-Mortem: Why deals in your niche actually fail.
The Cultural Covenant: How to negotiate for the "Soul" of the company.
The Negative Proof: Admitting what you don't do (to prove what you do).
The Analog Anchor: Why a handwritten note beats a 1,000-email blast.
The Next Act: Preparing the Founder for life after the wire.

LinkedIn’s new algorithm suppresses "shallow intent." If you want the "High-Authority" Founders to see your posts, you have to provide Semantic Depth. You don't need "Engagement." You need Trust Velocity.
_________
M&A Professionals: Are you still posting for the algorithm, or are you ready to start writing for the Founder?

Building The Authority Moat In A World of Noise

For most M&A advisors, the Closing Dinner is a celebration. 
For the $5M Founder, 
it feels like a funeral.
The champagne is poured. 
The wire has hit. 
The advisor is thinking about their commission. 

But the Founder 
(let’s look at Jim one last time) is staring at his steak, wondering:

"Who is going to look after my Shop Foreman on Monday morning?"

Last week, I was working with a client 
(a top-tier M&A advisor) on how to bridge this "Exit Vacuum." 
He had the technical deal-making down to a science. 
But his content was missing the Soul. 
He was winning the "Spreadsheet," but he was losing the "Person."

I helped him implement the "Legacy Shield" narrative using Negative Proof.

We didn't talk about "Deal Multiples.
" We talked about what happens on Day 181.

1. The "Cultural Covenant" Interrupt I coached my client to stop promising 
"Vetted Buyers" and start promising "Legacy Alignment."

 We wrote: 
"I won't bring a buyer to the table who doesn't have a written 12-month retention plan for your key staff. If they see your team as 'overhead' to be trimmed, I don't care how high their EBITDA multiple is—they aren't getting the keys."

2. Addressing the Identity Crisis Most advisors talk about "The Beach." 
We talked about "The Next Act." 
I helped my client frame his role not as someone helping Jim leave, 
but as someone helping Jim transition. 

3. The Negative Proof of the "Quick Exit" 

We wrote: 
"If you want to 'Pump and Dump' your company for a quick check and disappear, I’m not the advisor for you. My process is for the Founder who wants to drive past their building in 5 years and still feel proud of the name on the door."

Why this resonates with a $10M Founder:

A Founder’s identity is fused with their EBITDA. 
When you address the "Soul" of the company, 
you aren't just "posting." 

You are proving you have the Semantic Depth to handle a $10M legacy.

For example: 
Jim doesn't need another person to tell him his business is worth $15M. 
(He knows that) 
He needs a Sentinel who realizes that the $15M is meaningless 
if his loyal staff of 20 years is fired 48 hours after the sale.

When you lead with the "Cultural Covenant," 
you move from being a "Service Provider" to a Trusted Confidant.

The Result for my M&A clients? 
They stop chasing "leads" 
and start attracting "Partners." 

They move from "Price-Comparison" to Trust-Velocity.

M&A Professionals: 
You spent all week talking about the 
"How" and the "How Much." 
It’s Friday. It’s time to talk about the "Who" and the "Why."
__________
I help M&A advisors stop writing for other advisors 
and start writing for the "Silver Tsunami" Founders 
who are looking for a Sentinel to protect their life's work.

Are you ready to build your Legacy Shield?

Infographics: How to build a founder-first narrative to shield the legacy of business owners in an M&A deal. 

If you are still measuring your M&A outreach by “Emails Sent,” "Open Rate,"
you aren’t an advisor. 
You’re a notification.

For the $2M–$4M EBITDA Founder (the "Silver Tsunami" generation), 
your generic "I have a buyer" cold email is noise. 
They’ve spent 30 years building a legacy. 
They won't hand it over to a "middleman" with a template.

To win in 2026, you must stop "Sourcing Deals" and 
start Engineering Authority.

Here is the 5-Step "Sentinel" Playbook to dominate the Silver Tsunami market

1. The "Negative Proof" Interrupt: 

Your first cold email shouldn't promise a buyer. 
It should admit you don't have one yet. “I don’t have a list of 100 buyers for you. 
I have a market thesis on why the current 'Roll-up' trend in [Niche] is going to devalue your operational legacy by 30% if you aren't prepared.” 

2. The LinkedIn "Pre-Heat" (Algorithm): 

Before you reach out, spend 72 hours in their feed. 
Leave Reasoning Comments (3+ sentences) that add professional nuance to their posts. 
This "primes" the LinkedIn algorithm so your profile appears in their "Recommended for You" feed the moment they open your cold email.

3. The Loom "Proof of Work": 

Day 7: Send a 60-second video. 
No pitch. 
Show a redacted "Valuation Friction Map." 
“I analyzed a similar exit in your sector last week. 
Here is the one 'Working Capital' trap that cost that founder $1.5M. 
I don't want that to happen to you.”

4. The H2H (Human-to-Human) Connection: 

Day 10: The LinkedIn invite. 
“Sent you the niche brief via email. Let’s connect here (I post daily updates on how [Niche] founders are navigating the Fog of Disruption).”

5. The "Analog Anchor" (The Secret Sauce): 

The "Silver Tsunami" founder values the physical over the digital. 
Send a high-end, physical "Sector Exit Intelligence Brief" to their office. 
Inside, include a Handwritten Note.

The Handwritten Note Copy (Ramy Ghaly Blueprint):

"Hi [Founder Name], I’ve followed [Company Name] for years. Most see a $4M EBITDA business; I see a 20-year legacy that deserves a Sentinel, not a broker. Page 4 of this brief covers the 'Earn-out Traps' currently hitting your niche. No pitch (just thought you’d appreciate the data). Best, [Your Name]."

The Sentinel KPIs: 

How the 1% Measure Success
Stop tracking "Open Rates." 
Track Replies (Positive or Negative). 

Semantic Match Score

Does your LinkedIn Headline and "Content Moat" match the expertise you claimed in your mailer? (The Founders check this alignment)

Quality Conversation Velocity (QCV) 

How many days from the "Pre-Heat" comment to a Founder-initiated question?
The "Save" Rate: Is your content being saved? A "Save" is the highest signal of professional utility on LinkedIn.

H2H Conversion 

The number of Founders who mention your "Handwritten Note" in the first 5 minutes of a discovery call.
__________
Advisors: Are you still playing the volume game, or are you ready to become the Sentinel of the Silver Tsunami?

The Sentinel Blueprint (Protect Founder Legacy)

Your $15M deal announcement is invisible 

to the Founder you actually want to sign.
Most M&A advisors think a "Tombstone" post proves their value. 

They post: 
"Proud to have advised on the $15M sale of Manufacturing Corp. 
Great result for all parties."

The $5M Founder (Jim) scrolls right past it. 

Why? 

Because it tells him nothing about how you protected the person behind the numbers.

Yesterday, 
I was in the weeds with one of my M&A advisor clients, 
reviewing his recent deal log. 

He had a massive win: 
he saved a Founder $600k by catching a predatory Working Capital Peg.

But 
he didn't know how to tell the story 
without sounding like a textbook.

My job is to take that technical win and turn it into 
a "Founder-First" narrative.

We didn't write about "NWC adjustments.
" We used the "Negative Proof" Interrupt to 
show Jim exactly who this advisor is.

Here is how I translated his technical 
win into a "Sentinel" story:

1. The Hook: 
The "Fuel in the Tank" Trap I told my client 
"Jim doesn't care about accounting definitions. 
He cares about the buyer stealing his cash at the 11th hour." 

The Story 
We compared the Working Capital Peg 
to a car sale where the buyer suddenly demands 
a full tank of gas and $5,000 in the glove box (for free)

2. The Negative Proof: 
Why we don't rush the LOI Instead of saying "We are thorough," 

we wrote: 
"We refuse to sign an LOI that doesn't define the Peg upfront. 
Most brokers rush the signature to 'lock in' the deal. 
We do the opposite. 
If the buyer won't agree to a 12-month average now, 
we don't start the clock."

3. The Founder’s Reaction (Jim’s Thought): 
"This advisor isn't just looking for a commission. 
He’s actually looking at the traps I didn't even know existed. 
He’s a Sentinel."

Why this moves the needle for a $5M+ Founder:

High-net-worth founders are hyper-sensitive to "Transaction Breath." 
They can smell a broker looking for a quick commission from a mile away.

When you translate a technical re-trade into a human story, 
you trigger Trust Velocity. 
You stop being a "service provider" 
and start being a "Protector of the Legacy."

For example: 

A $10M Founder might be "deal-fatigued" after three months of due diligence. 
He’s ready to concede on a "small" $400k Peg adjustment just to get the wire sent. 
But when you’ve framed yourself as the Sentinel who caught the 
"Glove Box Trap" early, he doesn't see it as a $400k adjustment. 

He sees it as a buyer trying to pick his pocket.

Your narrative gives him the backbone to stand firm, 
and it gives you the authority to lead.

M&A Advisors: 
You have a goldmine of "Technical Wins" buried in your deal logs. 
But if you keep posting them as tombstones, 
you’re leaving your best leads on the table.
__________
I help M&A professionals turn "Deals Done" into "Founders Found."

Ready to stop being invisible?

Infographics: shows how to turn technical M&A deal wins into sentinel stories

Most $5M Founders aren’t looking for an “Exit.” 

They’re looking for an escape hatch.

When I look at an M&A advisor’s LinkedIn feed, 
I usually see a highlight post. 
"Just Closed." 
"Record Multiple." 
"Happy Monday."

But while the advisors are celebrating, 
the Founders they actually want to attract
(the "Silver Tsunami" gems) are in a cold sweat.

Yesterday, I was working with an advisor client 
on a narrative for a $7M manufacturing deal. 

He wanted to lead with the "12x Multiple" he secured.

I told him: "Kill the multiple. 

Jim (the founder) doesn't care about the 12x right now. 

He cares about the fact that he hasn't slept through 
the night in six months because his Operations Manager just quit and he’s back on the floor at 5 AM."

My job is to take the "Transaction" 
and turn it into "Truth."

We used the "Sentinel’s Warning" to grab Jim’s attention 
while he’s scrolling between fires.

1. The Pattern Interrupt: 

The "Owner-Hero" Debt Instead of "We maximize value," 
we wrote: "You think you're building equity. 
But if you're the only one who knows how to 
fix the 'Line 4' sensor at midnight, 
you aren't building an asset. 
You're building a cage. 
Most brokers will try to sell that cage. 
A Sentinel tells you how to unlock it before you go to market."

2. The Negative Proof: 

Why we don't list "Owner-Dependent" businesses 
I suggest my client to be brutally honest 
"I won't take your business to market today. 

Why? 

Because a sophisticated buyer will see your 
'Owner-Heroics' as a $2M risk adjustment. 

We don't list until we build the 
'Standard Operating Procedures' that make you redundant. 

We’d rather wait six months to get you 
the legacy you deserve than sell you short today."

3. The Founder’s Reaction (Jim’s Thought): 

"Every other guy in my inbox is promising me a check next week. 
This guy is the only one telling me why I’m not ready yet. 
He’s not a broker. 
He’s a partner."

Why this moves the needle for a $5M+ Founder:

High-authority founders are tired of being "pitched." 
They are looking for Reasoning. 

When you show them the "why" behind the delay
(protecting them from a $2M valuation haircut) 
you trigger Trust Velocity.

You aren't a middleman pushing for a quick close. 
You are a Sentinel protecting the value of their 30-year sacrifice.

M&A Professionals: 
Your content shouldn't be a brochure for your services. 
It should be a map through the "Exit Vacuum."

I help M&A advisors stop posting "Success Stories" 
and start posting "Strategic Truths" 
that attract the founders who have the most to lose.
__________
Is your feed a billboard, 
or is it a lighthouse?

M&A advisors are obsessed with "views."

Stop trying to go viral. It is costing you deals.

But a Founder selling their life's work doesn't click "like" on a generic quote card.

They read. 
They study. 
They save.

And that is exactly what LinkedIn’s new 360Brew algorithm is looking for.

Throughout 2025, 
the platform silently pivoted its core objective to Consumption Optimization.

The AI no longer cares how many people passively scroll past your update. 
It cares about Dwell Time 
(the duration a user spends actively viewing your content)

This changes the game for us.

In the old system, a "Like" was currency. 
In the 360Brew era, a "Save" is gold.

Why?

Because a "Save" is the strongest algorithmic signal that your content provided genuine utility and long-term value.

It tells the reasoning engine: 
"This user found this so valuable, they need to read it again."

If you are writing short, 
fluffy posts chasing quick likes, 
you are training the algorithm to categorize you as "low-value entertainment."

Consequently, it will show your posts to people with short attention spans.

It will not show your posts to the serious Business Owner doing due diligence at 2:00 AM.

Stop writing for applause. 
Start writing for utility.
Ditch the motivational quotes.

Post the "Due Diligence Checklist."
Share the "Valuation Trap Breakdown."

Use Document Posts (Carousels) that force the user to swipe and pause, guaranteeing the Dwell Time the AI rewards.

The goal isn't to be famous. 
The goal is to be indispensable.
__________
When was the last time you wrote something "Save-worthy"?

M&A Professionals
The "Vetted Buyer" lie is killing your pipeline 
(and your reputation).

Every week, the Founders you want to work with get three emails. 
They all say the same thing: "I have a vetted list of 100 buyers for your business."
And every week, the Founder deletes them. 

Why? 
Because they know it’s a lie.

They know those "buyers" are just automated search alerts. 
They know you're just trying to "list" them to collect a check.

If you want to disrupt the status quo, 
you have to use Negative Proof.

I tell my M&A professional clients: 
Stop trying to be the person with the most names. 
Start being the person with the most Market Intelligence. 

The Disruption Playbook works because it moves the Founder from "Defensive" to "Curious."

1. The Anti-List Approach: 

Instead of lying about buyers, admit you don't have them. 
Tell them: "I don’t have a list of 100 buyers. 
I have a thesis on why the friction in your sector is going to lead to a 30% re-trade in due diligence if you aren't prepared." 
Suddenly, you aren't a salesperson. 
You’re a Sentinel.

2. The Failed Legacy Hook: 

Brokers talk about the "Closing." 
Sentinels (Savvy M&A Professionals) talk about the "Aftermath." 
When you talk about why 70% of deals fail 6 months after the wire because of poor Structural Protections, you are protecting their life's work 
(not just their bank account).

3. The Omnichannel Bridge: 

Stop spraying 1,000 emails. 
Identify 50 "High-Intent" targets. (Instead)
Pre-heat them on LinkedIn with reasoning comments.
Disrupt their inbox with the Anti-List email.
Prove your value with a 60-second Loom showing real data.
Send them a note with blueprit to their physical address. 
(Silver Tsunami Owners Target Playbook)

Your cold email is the "Front Door." 
Your LinkedIn profile is the "Living Room."

If your email is professional but your LinkedIn feed is empty or filled with generic "Happy Monday" posts, the Founder will never walk inside.

To the Founder, you are either a Transaction Facilitator (Replaceable) or a Market Educator (Un-bypassable).

Choose the system, 
not the spray.
______________
M&A Advisors & Professionals: What is the one "Pattern Interrupt" you’ve used that actually got a skeptical Founder to pick up the phone?

The "Vetted Buyer" lie is killing your pipeline and the M&A profession's reputation—Borker vs. Sentinel (The choice in the outreach deal sourcing and the best method to use). 

Your LOI is a "Honeymoon." 
The Quality of Earnings (QofE) is the 
"Divorce Court."

Most $5M+ Founders celebrate when 
the Letter of Intent (LOI) is signed. 

They think the hard part is over. 
In reality, the buyer is just getting their scalpels ready.

Last week, I was in the weeds with 
an M&A advisor client who was frustrated. 

His Founder (Jim) was frustrated from a 
"Quality of Earnings" report 
that just wiped $1.5M off his enterprise value.

My client said: 

"Ramy, I told him the QofE would be tough, 
but he feels like the buyer is lying to him."

My job is to translate that "Technical Friction" 
into a "Founder-First" strategy.

We didn't write about "EBITDA Add-backs" 
or "GAAP Compliance." 

We used a Technical Pattern Interrupt to show 
Jim how a Sentinel prepares for war.

1. The Hook: 

The "Colonoscopy" Comparison I coached 
my client to stop calling it "Due Diligence." 

We wrote: 
"A buyer-led QofE isn't a neutral audit. 
It’s a financial proctology exam designed to 
find 'polyps' in your accounting so they can justify a price cut. 
If you wait for the buyer to bring the doctor, you’ve already lost."

2. The Sentinel Move: 

The "Defensive QofE" Instead of the standard 
"We manage the process," 
we introduced a counter-intuitive tactic 

"We refuse to go to market without a 'Defensive QofE.' 
We hire our own 'proctologist' 6 months before 
we ever talk to a buyer. 

We find the skeletons in your balance sheet first, 
so we can bury them (legally) 
or fix them before they become a 
$2M re-trade weapon for the buyer."

3. The Founder’s Reaction (Jim’s Thought): 

"Every other broker told me my books were 'fine.' 
This advisor is the only one who told me 
they were a landmine 
(and then showed me the map to disarm them) 
He’s not just a salesman; 
he’s a Shield."

Why this works for the $5M+ Founder:

Founders at this level have a "Truth Compass." 
They know their business isn't perfect. 
When you stop sugarcoating the "Due Diligence" 
phase and start explaining the 
Reasoning behind a Defensive QofE, 
you move from "Service Provider" 
to Strategic Partner.

You aren't just "managing a deal." 
You are performing Risk Mitigation that 
Jim can actually understand.

For example: 

Jim might complain about spending $30k on an upfront audit. But when you frame it as: "Spending $30k today to prevent a $1.5M 'Haircut' at the 11th hour," the math changes. The trust changes.

M&A Professionals: 

Are you leading your Founders into the QofE blindfolded, 
or are you giving them the thermal goggles they need to see the traps?

I help M&A advisors stop "selling deals" 
and start "Architecting Narratives" 
that prove their technical worth.

Don't just survive Due Diligence. 
Dominate it.

The hardest part of a $10M exit isn't the Due Diligence. 

It’s the drive home after you hand over the keys.

Most M&A advisors spend Friday posting 
"Closed Deal" photos with a bottle of scotch. 
They think the story ends when the wire hits.

But for the Founder (let’s check in on Jim)
Friday afternoon feels like a funeral for his identity.

Last week, I was working with an advisor 
who had a $12M industrial deal stalling at the 11th hour. 

The numbers were perfect. 
The buyer was vetted. 
The tax structure was optimized.

But Jim was dragging his feet. 

My client asked: 
"Ramy, why is he self-sabotaging the best deal of his life?"

I told him: 
"Jim isn't scared of the deal. 
He’s scared of the silence. 
He doesn't know who he is without his name on that building."

My job is to help the advisor bridge the 
"Exit Vacuum" with a Founder-First narrative.

We didn't send Jim another spreadsheet. 
We used the "Negative Proof" of the Empty Beach.

1. The Pattern Interrupt: 

Killing the "Retirement" Myth I coached 
my client to stop talking about "Siestas and Sunsets." 

We wrote a narrative for him that said: 

"Most brokers sell you the 'Beach Dream.' 
I don't. Because I know that for a guy like you, 
three weeks of golf will feel like a prison sentence. 
We aren't just planning your exit; 
we are architecting your 'Next Act'."

2. The Cultural Covenant: 

Protecting the "Ghost" 
We introduced a specific clause in the narrative
(not just the contract) about the Founder’s
 role post-sale. 

Instead of "Consulting Agreement," 
we called it the Stewardship Period. 
We told Jim: "We aren't just selling your EBITDA. 
We are selling your vision. 
We’ve secured a structure where the buyer pays 
for your mentorship, 
not just your transition. 
Your legacy stays in the room even 
when you aren't in the chair."

3. The Founder’s Reaction (Jim’s Thought): 

"Every other advisor treated me like a 
transaction to be processed. 
This guy is treating me like a man with a legacy to protect. 
He’s the only one who realized I wasn't ready to disappear."

Why this moves the needle for a $5M+ Founder:

High-authority founders are terrified of being forgotten. 
When you address the Identity Crisis head-on, 
you move from "Deal Maker" to Legacy Architect.

For example: 

Jim will walk away from a $12M check if he thinks the buyer will fire his 20-year secretary on Day 2. By using Negative Proof (refusing to work with "Identity-Stripping" buyers) you prove to Jim that his values are safe in your hands.

M&A Professionals: 

The "Silver Tsunami" isn't just about money. 
It’s about a generation of builders looking 
for someone who understands that their business is their life’s work.

I help M&A advisors stop writing for the 
"Closing Dinner" and start writing for the "Legacy Shield."

Are you selling companies, 
or are you protecting legacies?

How an "Earn-out" hook turned into 7K views and heated conversations

Yesterday, an M&A advisor client emailed me. He was frustrated, but more importantly, he was worried for his client. The situation? A Founder with a g

Open article: The $4.5M lie that almost killed a 20-year legacy. by Ramy Ghaly • 3 min read

The $4.5M lie that almost killed a 20-year legacy.

Stop chasing "AI Rankings." It’s the newest way 
for Brokerage Firm Founders 
to waste their marketing budget.

Recently, I’ve had brokerage Firm founders ask: 
"How do I make sure my firm shows up first 
when a seller asks ChatGPT for the best M&A advisor in my sector?"

We’ve been conditioned to chase the number 1 spot. 
But massive new research from SparkToro just proved that 
"rankings" in LLMs are a myth.

Here is the cold, hard reality: 

AI recommendations are fundamentally inconsistent.

If you ask a tool the same question 100 times, 
there is a less than 1 in 100 chance you will get 
the same list of brands twice. 

→ The list of firms changes. 
→ The order is random. 
→ Even the number of results fluctuates.

The Old Reality: 
Paying for "AI SEO" that promises to rank your brokerage number 1.

The New Reality: 
Focusing on Visibility Percentage.

Top-tier brands don’t always rank number 1. 
Instead, 
they appear in the majority of all responses across 
hundreds of different prompts. 

In the world of AI search, being "first" once doesn't matter. 
You need to be the firm that the LLMs (and your prospects) 
see every single time.

How Brokerage Firm Founders win with the new LLM Economy

1. Depth over Volume (The Logic of the Deal) 
LLMs like ChatGPT and Claude are "reasoning engines" 
that reward topical authority. 

Stop posting generic "Deal Closed" updates. 
Share the strategic logic behind the deal 
(the "why" and "how) 

When you demonstrate complex reasoning, 
the LLM classifies your firm as a Subject Matter Expert (SME), 
significantly increasing your chances of being cited in synthesized answers.

2. The "Mention" Game (Entity Co-occurrence) 
AI builds its recommendation engine based 
on how often your firm is cited as a 
source of truth across the web. 

This is called "Entity Co-occurrence" 
(the LLM learns to associate your brand name with terms like 
"Top M&A Advisor" or "Valuation Expert") 

because it sees them mentioned together on 
Reddit, 
industry blogs, 
and high-authority sites.

3. Audit your Tech (Visibility vs. Rankings) 
If a marketing agency claims they can 
"track your AI rank," they don't understand how LLMs work. 

LLMs are probabilistic, 
not deterministic. 

Ask for your Visibility Percentage 
(the percentage of relevant queries that actually cite your brand) 

Brands with a 30%+ mention rate see 2.8x more AI-sourced leads. 
If they can't show the math, 
they are selling you a ghost.

AI is smart, but it’s not a rating agency. 
It’s a suggestion engine.

Brokerage Firm Founders: 
Have you caught an AI giving you a 
completely different answer to the same question twice?

Our QoEs help first-time buyers decide whether to close a deal, retrade, or run away | “King of QoE”

Help

I want to rank on ChatGPT & other LLMs.  But I NEED help.

When someone asks "Who's the best QoE provider for first-time buyers or self-funded searchers?" — I want my name to come up.

Not looking for another agency with a 47-slide deck and zero results.

Looking for:
- A freelancer or small operator who's actually done this
- Someone who understands how LLMs pull and prioritize information
- Bonus if you've helped a service business (not just e-comm or SaaS)

Young and hungry works. Proven and battle-tested works too.

If you know someone, tag them. If you ARE someone, DM me.

Ted Leverette The Business Buyer Advocate

taplio

The Battle

Sam Dunning

Ramy Ghaly

Followers

Posts

Engagements

Likes

Performance ScoreSam Dunning's LinkedIn Performance

Performance ScoreRamy Ghaly's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Sam Dunning

Ramy Ghaly

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);}Sam Dunning's LinkedIn Performance

Performance ScoreRamy Ghaly's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreSam Dunning's LinkedIn Performance