Breaking B2B

B2B/SaaS SEO for revenue not vanity.

Try the weekly podcast, newsletter or apply to work with us: https://www.breakingb2b.com/

Founder & Host

WEB CHOICE

Co-Owner (Exited) 

Digital Marketing Specialist

Mighty Marketing Group

Head Of Sales

Head of Digital

Digital Solutions Manager

Business Development Manager

Web Choice UK Ltd

Head of New Business Development / Sales for Web Choice UK. 
Key job roles include: 

- New Business Development (Inbound Marketing, Email Marketing, Social Media Marketing, Networking, Researched Cold Calling, Canvassing, Working incoming Leads)
- Nurturing leads from initial point of contact right through to successful conversion
- Building High-End Proposal Documents 
- Pitching to and winning contracts for Blue Chip Companies
- Personally Responsible for Winning Substantial Contracts
- Account Management for Key Clients
- Helping clients to add real value to their business with a Tailored, Fresh and Innovative approach
- Tailoring Long-Term and Effective Web and Marketing Strategies 
- Working closely with the Sales, Design and Development team and continuing to deliver World Class Web Development, eCommerce, App Development and Digital Marketing Solutions.

Sales & Marketing Manager

Part of the leading Sales Team at Web Choice UK.
This role involved working with clients on an International Level to provide Highly Professional Responsive Website Design, Website Development and Online Marketing Solutions.

Job roles included:

- Generating Leads and Sales
- Client Account Management
- Working with a range of Microsoft products (Excel, Word, PowerPoint etc.) 
- Preparing proposals and pitches
- Working closely with the design and development team

Business Development Executive

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 hit $138k MRR in 21 months. Here’s my 7 bets to break $200k ASAP in 2026:

1. Improve time to value.

One thing I hate about the SEO industry is pointless month long technical audits to collect cash.

We’ve just shrunk our onboarding flow to start executing on a game-plan one week from sign up.

Then we work on audits / reviews if needed whilst making progress to drive pipeline.

I still wanna speed this up.

2. SEO/AEO.

Gotta keep practising what we preach.

Showing top when high intent prospects search on Google and LLMs looking for a SaaS SEO agency.

3. Niche influencer partnerships.

Working with founders who have our ICP (SaaS marketing leaders and founders) to run their SEO engine.

Right now working with Adam Robinson @ RB2B and Adam Holmgren @ Fibbler.

We all share the full roadmap ups and downs here in public.

The trust this builds is unbeaten.

Looking to bring another founder with a strong following in our ICP onboard.

4. YouTube and podcast. 

Hardly any b2b companies are nailing YT.

We share our full playbooks weekly on SaaS SEO & AI search.

With top notch production from Samu and team.

Not only are this vids evergreen and searchable but we cut them up to publish here.

More and more prospects now mention they’ve seen our videos on sales calls.

Also interviewing SaaS mktg leaders on the Breaking B2B podcast to share how they drive growth today.

5. Founder brand.

I try to do the opposite of most SEO agencies. 

Memes.
Music videos.
SEO man skits.
Ask the public series.
Share our full SEO playbooks.

And a tonne more.

Get attention first then link back to our offer.

6. LinkedIn ads.

Making top organic posts thought leader ads and serving them to site traffic from all above activity.

Also targeting cold ICP.

Shout-out to George for running this engine for us. 

7. Deliver 5% extra.

We’re working to systematise an at least weekly value-add on top of our usual monthly works for every client.

Could be a loom video with CRO ideas, some free web dev, blog reccos or anything else to help drive growth.

My theory is this keep churn down and increases word of mouth recommendations.

Recently been blessed with folks mentioning we are recommended in Exit Five and other communities and wanna keep that building.

Cheers to an epic 2026!

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)

Last weekend I blew $6.5k on 33hrs in Budapest and failed to hit our goal.

We aimed for 8 long-form videos.

Ended up recording 7:

- How a 19 yr old hit $50k MRR
- SaaS SEO explained in 5 minutes
- The b2budapest adventure (vlog)
- 5 yrs of SaaS SEO knowledge for free
- YouTube marketing strategy for SaaS
- I interviewed 466 SaaS marketing leaders…here’s what I learnt
- Crafting a SaaS SEO strategy live for a founder

All dropping on the Breaking B2B youtube and podcast over the next 2 months.

Saw some epic sights of the city.

Walked a tonne.

Great to meet our YT producer Samu

and cheers to Ben for filming everything.

Look forward to the next one!

No alternative text description for this image

RB2B and dozens more SaaS orgs drive signups & demos fast as 30 days with this simple SEO/AEO play: 

List out every competitor you have.

Make a dedicated page for each variation of:

competitor 1 vs competitor 2 vs you
competitor alternatives
competitor pricing
competitor reviews
 
Leverage customer research to share:

Why you
Where you’re a good fit
Where you’re not
Show product in action
Leverage customer results
A fair comparison of others

Why?

These pages are super low difficulty.

They rank FAST.

Plus the listicle articles get cited on AI overviews and ChatGPT.

Helping you control the narrative for your org.

Just like this example for Leadfeeder alternatives for Adam Robinson of RB2B.

Nobody searches this for fun.

They do it because they’re annoyed with their current vendors pricing, support, lack of features or they are comparing software to invest in.

Often low traffic keywords…

But super high sales intent to get those all important organic demos and signups flowing.

Watch and copy our full 34-minute SEO strategy for RB2B: https://lnkd.in/eiZfaXXq

Apply to work with us: https://lnkd.in/e7XuM6au

graphical user interface, text, application, email

Flew 1000+ miles to Budapest
(8 solid videos is the goal)

Met our YT producer Samu today.

Recorded some solid SaaS SEO video breakdowns at cool landmarks.

Went to a rooftop spa.

Had some great food.

Saw some great sights.

Now onto some podcast eps.

Blessed to be able to grow Breaking B2B and enjoy the process and partnerships. 

Great weekend!

Fibbler just broke $500k ARR. Next stop $1.5M+ ARR in 2026. Adam engaged Breaking B2B to fire-up their SEO/AEO inbound engine. Here's our exact strategy for December:

THE GAME-PLAN.

Drive sign-ups quick as humanly possible from dream clients searching for linkedin revenue attribution tools, comparing vendors, frustrated with their current vendor or struggling with a problem Fibbler solve.
 
We are focusing on bottom funnel articles and high-DR link building. The pages we’re recommending target high-value competitors or category terms where Fibbler should be mentioned.

NET NEW CONTENT.

We'll craft net new listicle based articles for:

- dreamdata alternatives (70 searches/mo)
- factorsai alternatives (10 searches/mo)
- linkedin marketing tools (600 searches/mo)
- linkedin ads [analytics] tools (10 searches/mo)

All long form 2-2.5k+ words.

Listicles are SUPER powerful to show up in AI overviews, ChatGPT and google organic.

Most are low difficulty and can drive pipeline within 90 days.

Plus they help you control the narrative and are solid assets for your website (and AI search results).

We position Fibbler as #1 backed by why customers choose them, where they are a good fit, where they aren't,  show the product in action, leverage social proof + clear CTA. Then a fair comparison on other vendors.

LINK BUILDING.

DA50+ links earnt from niche relevant sites and external listicles going back to our homepage and our own listicle articles.

linkedin ads attribution tools x1
linkedin revenue attribution tools x2
linkedin ads attribution x1
fibbler x3

WANNA SCALE ORGANIC PIPELINE FOR YOUR B2B/SAAS?

Check our results, pricing and book a call: https://lnkd.in/e7XuM6au

Fibbler ranked on AI & search in 5 days.
(12 months for SEO $$$ is a myth).

Yes, competitive category based keywords can take that 6-12 months+

But.

There's money to be made in 90 days.  

Competitor content is one of many winner for quick sign-ups and demos.

They 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.

Working a treat already for Adam Holmgren and Fibbler.

Not sure why our screenshot looks like an old newspaper haha.

___

I just recorded an ultimate guide to drive pipeline in 90 days w/ SEO & AEO.

Grab the 34-minute video course & playbook: https://lnkd.in/et7yce7s

I started Breaking B2B because I’m selfish as f**k.

Rewind a few years.

At my last agency.

Monthly cash flow was up and down

We’d sell a few projects and be on an up.

And the next month have low sales and be struggling.

A stressful life.

Then it clicked.

We had a steady flow of daily leads from our organic #1 money keywords on Google.

Why not offer the same for our clients 

Do something we can deliver well on.

Get organic search working to drive solid leads for them.

And secure us some monthly recurring revenue.

After some time…

I learnt B2B SaaS companies were the ones we got best results for 

They had the problems we solve around:

- lacking SEO resource in house
- competitors outranking them on Google & AI search
- relying too much on paid ads or outbound
- last agency delivering traffic but not pipeline 

So in Feb 2024 Breaking B2B began with one focus. 

B2B SaaS SEO for revenue NOT vanity.

https://lnkd.in/e7XuM6au

I’m spending $6.5k on 48hrs in Budapest this Sunday…all in to fuel the media engine for Breaking B2B. Here’s why: 

THE THINKING.

I am all in on attention first from ICPs then linking back to our offer.

Most b2b and SaaS marketing is boring. 

Especially SEO.

After 21 months building this company in my home office…

It’s time to get out, meet more partners and customers and ramp up our mktg engine.

This will give us a tonne of footage plus we get to experience good sights and times in Hungary.

Originally planned around $3k 

But:

Flights
Hotels 
Transport 
Videographer (Ben) 
YouTube production (Samu)

And food, drinks & sights add up.

I’d much rather invest in these evergreen assets than chuck more in ads.

THE PLAN.

Fuel our media engine for the next 2 months.

AKA Breaking B2B YouTube and podcast.

Record 8 different videos in different spots.

4x solo episodes around what works today in SaaS SEO/AEO to drive pipeline.

3x live interviews with b2b marketers and founders. 

1X vlog of the whole journey and to see if we can fit it all in plus have fun at the same time and see Budapest.

All of which are sales assets to build awareness and proof we can deliver. 

Plus we can chop up for posts here.

WANNA FOLLOW ALONG?

Follow Breaking B2B YouTube and podcast over the next couple months too see the good, bad and ugly!

Where should we go next? 👇

Proud founder moment: Breaking B2B is actively getting recommended in Exit Five as a solid SaaS SEO/AEO agency 🙂

Check our results, pricing or book a call: https://lnkd.in/eT_F8zZB

graphical user interface, text, application

RIP LinkedIn organic 2026....This DEADLY TRIO feels unfair for driving highly qualified pipeline. SEO, YouTube and TL ads. Copy our exact playbook driving MRR growth at Breaking B2B:

The trust you build when these 3 work together feels unmatched. All before prospects jump on a call with your team.

1. SEO/AEO.

Work out what dream clients search when:

- needing your solution now
- frustrated with incumbent
- wanting to solve problems
- evaluating vendors

Prioritise high sales-intent and low difficulty.

Craft best in class articles, landing pages and product listicles depending on what ranks well for the search term.

Leverage customer research and social proof to make each a sales page for your solution.

Secure rankings in google and LLM visibility by earning backlinks and brand mentions on other sites talking about your niche/products.

e.g. we rank well for 'saas seo agency' 'b2b saas seo agency' 'best saas seo agencies' etc

This gets you mindshare and help you collect demand from high-sales intent buyers across Google organic and LLMs. 

2. YouTube.

Massively mis-used and neglected by B2B/SaaS orgs.

Work out your money keywords then craft solid videos for each that share the full strategy and show real proof of results of your product as the painkiller.

We share our full playbooks weekly on SaaS SEO & AI search.

As well as interviewing marketing leaders.

All with a YT first approach.

Vids are evergreen and searchable and we cut them up to cross-promote on here.

You can embed relevant vids onto landing pages, articles etc (can give an SEO boost).

Many folks we have come inbound mention seeing us on YT.

3. LINKEDIN TL ADS.

This needs someone from your org who's posting organically with a following of your ICP.

This piece of the puzzle links all the above together.

Organic posts sharing:

- how to's
- your pov
- why your org
- edutainement
- playbooks and guides
- proof you can deliver 

Adding a CTA l*nk into the post then running them as thought leader ads to ICPs from the traffic you get from the above channels.

AND.

Running these to other clients/customers/partners posting about your org.

This keeps you top of mind and drives trust with existing pipeline and colder prospects.

___

I've just finished recording my best SaaS marketing strategies for 2026 (there's some weird ones in there we're seeing work).

Backed by working with RB2B, Adam Robinson and dozens more fast growth tech companies to fuel organic pipeline.

Wanna watch it?

Comment "SaaS" below 

and I'll send over as soon as its ready.

No gates, you'll get the video to watch right away.

I've interviewed 466+ SaaS marketing leaders in 6 yrs and helped RB2B, Proposify, EventsAir & dozens more drive millions in pipeline. Here's my 6 best SaaS marketing strategies for 2026 (backed by data).

Just some of what I cover:

1. How to resonate with dream clients (skip this at your peril)
2. Build an SEO/AEO engine (with examples for Adam & RB2B)
3. Influencer b2b partnerships are killer (copy our process)
4. Exactly how to win on YouTube
5. Founder brand (do the opposite of competitors)
6. Amplifying organic winners w/ linkedin ads

All plays I run for Breaking B2B helping us hit $1.8M+ ARR in 22 months. 

Watch the full 25-minute video: https://lnkd.in/eiryuXrF

CMO: “I ain't waiting 12 months. How long til SEO/AEO drives pipeline”
Me: “It depends. Just kidding…most clients see demos in 90 days. Here’s how…”

Drive revenue from EXISTING bottom funnel content.

Start with the highest commercial value pages most likely to drive leads that are closest to top 3 organic spots (ahrefs > keyword opportunities > filter to commercial intent)

Look at competitor pages ranking top 3 organic right now for your money keywords, note down gaps on the page topic you can double down on that will make your page more helpful, trustworthy, useful and convincing to dream clients.

Update meta title w/ hook. Here’s one we use: SaaS SEO Agency [Crush 2026 MRR Goals]

Embed a YouTube video breakdown on the topic.

Add POV insights from expert on your team.

Weave in product screenshots/demo/GIFs examples.

Add relevant customer quotes, testimonials, reviews.

Add FAQs that address real harsh customer Qs and objections from sales & CS calls.

Add internal links from other relevant pages on the topic to and from the page.

Many of these pages updates can rank top of google organic and get AI visibility as quick as 1-2 months with the right approach.

Then once that's nailed...

Craft a net new MONEY keyword matrix.

Get with your sales and CS team.

Fire up a google sheet with 4 columns

- Our core offers
- Industries we serve best
- Competitors
- ICPs jobs to be done

Then you can build out long-tail niche keywords with solid buying intent behind them.

"best X software"
"X for [industry]"
"[competitor] alternatives/pricing/reviews"
"[competitor ] vs [competitor] vs [you]
"how to [crisp and expensive problem for ICP]"

Prioritise the low difficulty, high sales-intent ones to craft best in class pages for:

"[competitor] alternatives/pricing/reviews"
"[competitor ] vs [competitor] vs [you]

These can start driving demos and sign-ups 90 days from being published on both google organic and LLMs.

___

I just recorded an ultimate guide to drive pipeline in 90 days w/ SEO & AEO.

Grab the 34-minute video course & playbook below 👇

In 139 seconds you'll learn the fastest way to scale your AEO/SEO authority. This strategy took Breaking B2B from 0 DR to driving pipeline in 90 days from launch on a new domain:

Step 1. 

Grab an SME from your team does a lot of press, podcast interviews, media coverages etc.

Step 2.

Longin to ahrefs or similar tool. Cut and paste their linkedin profile url. Hit backlinks tab. Filter to higher DR sites and find the niche relevant ones.

Step 3.

Make a list of the sites that only linked to your SMEs linkedin page.

Step 4.

Find out who wrote the article/page then connect on LinkedIn and send them a tailored loom video asking to add a backlink to one of your money keyword pages and mention your brand and category.

Step 5. 

Get an SEO win (solid backlink) and AI search win (brand mention)

Step 6. 

Repeat for all past media and future ones.

___

I recorded a 34 minute breakdown of the SEO/AEO strategy we're running for Adam Robinson & RB2B to scale sign-ups and revenue so you can copy it.

Watch or listen below 👇

CMO: We can’t share pricing. Board won’t approve.
Me: ChatGPT shares it regardless. Wanna control the narrative or risk 3rd parties sharing false info?

LLMs have put an end to hiding information on your website to force leads at all costs.

It’s long overdue in B2B/SaaS.

Share information buyers care about seeing on your website.

Or when your dream clients search for your company pricing or compare you against a bunch of competitors...

Your pricing could be shared by a disgruntled Reddit user along with a write-up to follow or from an out of date source.

The better way?

Share:

- Pricing
- Use cases
- Integrations
- Case studies 
- Industries you serve 

And beyond.

Leverage customer research to dive deep + share what your prospects could be searching for pain points, goals, jobs to get done and much more around the topic.

The more niche and specific the better.

Trust.
Visibility.
Qualified inbounds.

___

PS. grab my 90 days to revenue SEO/AEO video & playbook (1,811 b2b marketing legends did already) 👇

The new way to do SEO.
(AI and classic organic)

Work out your money keyword.

Example here for B2B SaaS "best [category] software"

Understand what type of page you need to craft.

Usually a listicle based article for this type of keyword.

Leverage customer research in your content:

Why you.
Where you exceed.
Where you aren't a fit.
Plenty of social proof.
Show the product.
Clear CTAs.

Simple technical SEO:

Money keyword in URL, H1, meta data.
Internal links to and from relevant pages.
Clean UX, fixed CTA side bar for articles.

Earn brand mentions and placements:

Get featured top 3 placements in articles comparing your software:

This is huge for AI overviews mentions.
Mentions in ChatGPT.
Plus backlinks for classic Google organic.

Rinse and repeat for every way a dream client can search when:

Needing your solution today.
Wanting to solve a problem.
Frustrated with incumbent.
Comparing vendors.

This drives mindshare, demos and sign-ups for B2B SaaS.

___

Recent win here for RB2B and Adam Robinson.

Grab 90 days to revenue SEO playbook: https://lnkd.in/et7yce7s

Book a call with us: https://lnkd.in/eCqF7VCP

Organic demos in 6 weeks.
(SaaS SEO shouldn't take 12 months)

- We doubled down on what their ICP cared about
- Focused on high sales intent keywords/prompts
- Crafted articles and listicles using our research
- Showed how their product was the solution
- Built authority w/ mentions and backlinks

And as a results started driving inbounds in 6 weeks from ChatGPT and Google organic.

Watch dozens more client review videos and apply to work with us: https://lnkd.in/e7XuM6au

RB2B is $6.6M ARR and 3 FTEs. 168 days ago we started SEO/AEO for Adam Robinsons SaaS. Before: most customers from founder brand. Now: 201% growth in organic sign-up page hits and consistent LLM & Google mentions for MONEY keywords. Full results and November plan breakdown below:

THE PLAYBOOK.

Scale organic sign-ups fast as humanly possible.

Nail every way ICPs search on google and LLMs when needing visitor identification software, comparing vendors, looking to move away from incumbent or struggling with a problem RB2B fix.

Craft best in class pages positioning RB2B as the painkiller + solution showing their time to value with plenty of proof.

Scale authority with  backlinks and external listicle placements for ChatGPT/LLM mentions.

REVENUE-DRIVING KEYWORDS NOW RANKING TOP.

- 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

Traffic from these up 50%.

Non branded, high-intent traffic up 43%.

201% growth in organic sign-up page hits.

Naturally, this is all direct attribution.

There will be plenty more who convert on a later visit after first seeing RB2B mentioned on ChatGPT and google organic.

NOVEMBER GAME-PLAN.

Focusing on high-intent, pricing-related keywords. 

An untapped area with low-competition opportunities to drive qualified leads.

Targeting another BOFU keyword, “automated lead generation software.” 

Only two competitors nail the automation angle while ranking for this term. 

Positioning it as the core focus of a comprehensive article listicle, we'll capture unserved search intent and outperform existing competitors.

We'll craft new pages for:

- warmly pricing
- 6sense pricing
- demandbase pricing
- leadfeeder pricing
- lead forensics pricing
- dealfront pricing

Pages reviewing pricing + highlighting any user feedback on pricing, limitations + where RB2B wins and why customers choose them backed by research.

And a product listicle article for:

- automated lead generation software 

Comparison table with spotlight on RB2B backed by why ICPs choose them. Short reviews of 20+ automated lead generation software. FAQs. Conclusion (+CTA).

We'll earn niche relevant DA50+ backlinks.

And arrange external website placements for listicle articles talking about our platform category (huge for AI visibility and classic SEO).

EXPERIMENT.

Embed an "ChatGPT summary" button in the hero area for blog articles. 

When someone clicks it, the page URL opens inside the LLM window with a prompt to summarize the article + save RB2B in the memory for future references. This way, brand shows up more in the users’ relevant search sessions, boosting visibility and lead gen potential.

___

Looking to scale pipeline in 2026 with AEO/SEO?

Visit the Breaking B2B site to see pricing, results and apply for a call.

Or watch our full RB2B playbook video below 👇

ChatGPT made tracking SEO hard as f**k.

Marketers, here’s what we recommend tracking:

LEADING INDICATORS.

- Organic rankings up for money keywords (buying intent keywords) on Google 
- Click throughs upping for money keywords
- Organic qualified traffic up
- Session times up
- Visits to high intent pages (product pages/pricing/demo/results)
- Traffic from ChatGPT and other LLMs
- Citations in LLMs 
- Money prompts brand mentions in LLMs (bottom funnel searches around your software, problems you solve, competitor reviews etc)
- Share of search against competitors 
- Branded traffic (now many folks will find brands in AI search then go direct to search for your brand or even your homepage) or AI search > Google > your site.

LAGGING INDICATORS.

- Top funnel: asset downloads, email sign-ups, checking your podcast
- Bottom funnel: booked demos, product sign-up, booked calls
- Organic leads moving forward in deal stages
- Leads turning into revenue

___

Report on all these wins (screenshots FTW) as soon as you see them to leadership in slack or internal comms to show progress at it flows. 

___

Make sure you get data from a mix of sources...

Adding “how did you hear about us?” on booking calendar/forms.

Asking "what was your full journey to booking time with us today?" again on sales calls.

Getting these notifications to flag up into slack.

Checking website analytics tools info.

Put all the pieces of the puzzle together.

And remember SEO/AEO works best as part of the b2b marketing ecosystem to build mindshare, brand and capture demand.

___

I just recorded an ultimate guide to drive pipeline in 90 days w/ SEO & AEO.

Grab the 34-minute video course & playbook below 👇

b2b marketing jargon explained:

Lead: someone who looked at sales
MQL: put down gmail for playbook 
SQL: put work email for playbook
Hot lead: turned up to zoom call
CAC: good if under ads spend
Pipeline: 3+ MQLs this month 
Founder brand: ceo pls post
Brand: lets redesign the site
CPC: some bots hit our ads 
PR: post the funding round
Paid media: 99% of budget
Outbound: buy ai SDRs 
Inbound: need please
ACV: whale paid once 
ICP: buyer with pulse 
Quota: pipe dream 
SEO: dead innit?
AEO: alive? 

Any to add? 👇

RB2B is $6.6M ARR and 3 FTEs. 168 days ago Adam told Breaking B2B to arm the cannons on SEO/AEO...Here's the full results so far 👇 

THE PLAYBOOK.

Scale organic sign-ups fast as humanly possible.

Nail every way ICPs search on google and LLMs when needing visitor identification software, comparing vendors, looking to move away from incumbent or struggling with a problem RB2B fix.

Craft best in class pages positioning RB2B as the painkiller + solution showing their time to value with plenty of proof.

Scale authority with backlinks and external listicle placements for ChatGPT/LLM mentions.

REVENUE-DRIVING KEYWORDS NOW RANKING TOP.

- 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

Traffic from these up 50%.

Non branded, high-intent traffic up 43%.

201% growth in organic sign-up page hits.

Naturally, this is all direct attribution.

There will be plenty more who convert on a later visit after first seeing RB2B mentioned on ChatGPT and google organic.

WANT THE STRATEGY FOR YOUR B2B/SAAS?

I recorded a 34-minute breakdown video covering everything you need to craft a pipeline focused SEO/AEO strategy and execute.

Watch it here: https://lnkd.in/eiZfaXXq

Inboundealz

The hard fact! Nobody cares about you.

This is the first, and the most important marketing lesson should learn.

Business Owners only care about WHAT'S IN IT FOR THEM.

Regardless of your ideal client’s Industry focus or niche, level of expertise, or company size - until business owners believe you can actually SOLVE their problems, you're just a number.

One more business broker. One more advisor. Whatever.

Not an expert they'd ask for advice, listen to what you have to say, or someone they'd PICKED.

And that's costing you money. Big time.

Despite all of your marketing efforts, you're still stuck in the same place -

struggling with converting business owner prospects to clients, having no idea which words to say to hook your Ideal Client, or how to communicate all the benefits your brokerage service offers.

Your Brand Authority is WEAK.

The thing is — when you manage to build your Brand Authority, not only do you attract business owner clients, but you attract the RIGHT ones, get paid what you deserve, and do things AS YOU BELIEVE they should be done.

You become the DEFAULT option for your Ideal Client whether you focus on small transaction deals in the Mainstreet market or on bigger transactions.

The question is - how to get there?

Leave it to us.


Here's what we'll do for you:

▪️AUTHORITY WRITING (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.)

▪️CORE MARKETING ACTIVITIES PLAYBOOK (A done for you core marketing playbook using content marketing, LinkedIn personal brand authority, and Lead management with capturing, qualifying, nurturing, and finally converting business owners to clients.)


Are you ready to master your messaging, take control of your Brand, and become the FIRST option in your Ideal Client's mind?

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

See you on the other side.

Vetted Sell-Side Deals Done Right For You | Conversion Marketing At Inboundealz

BizNexus

Do you have that smart leader who’s always challenging your work?

I have one (Adam Ray), and sometimes I want to rebel against him even when he’s praising what I do.

- Ray (I also have his last name as my first name to add more to the confusion,) you basically don’t know how to write.
- What do you mean? I do content enrichment, SEO, and capture leads, right?
- Right, but when you’re writing a post, there’s no pitching, negotiation, closing, call structure — any of this regular stuff. There’s just education. The ideal client doesn’t usually go that smoothly.

- I do get traffic from Google, don’t I?
- You sure do. The thing is, you convert them through your copy & content before they even jump on a call with our team. The call is just a formality. (Which is awesome by the way.)
- Aha. Thanks.
- Aaand… there’s one more thing that makes your content convert easy.
- What?

- You have managed to build our Brand Authority.
- Brand Authority?
- Think of Transworld — business owners thinking of selling or buying a business are more likely to contact a broker who works at Transworld, by not comparing the broker with other brokerage brands and haggling over the price. That’s Brand Authority.
- True.
- You basically made BizNexus go from commodity to Authority in LESS THAN A YEAR. Have you ever thought about doing it for your clients?


This last one was a lightbulb moment for me.

Now, I’ve always wanted to be a content marketer.

But I realized that all my clients need more than great copy.


Let’s face it — all business brokers want to get people to:

▪️Read what they write,

▪️Listen to what they say,

▪️Understand what they bring to the table,

▪️Trust their advice, and

▪️FEEL CONFIDENT that they can solve their problems.


Yet, most don’t have the NECESSARY TOOLS to deliver the RIGHT MESSAGE across the whole Marketing Funnel.

That’s how Inboundealz (A Business Broker Marketing Service)  was born.

Content Specialist

social4ps

If you’ve read this far, you are probably wondering how I started this remote model marketing service for entrepreneurs in the construction industry located in Australia. 

See, being a remote work freak is the other part of me.

And when I say freak, I mean FREAK.

Every day I go to a co-working space, network, and meet digital marketing professionals. Recruit freelancers for side-line jobs that my clients need, even if the freelancer is located on a different island, and my calendar says when I need to manage a pool of remote digital marketing freelancers from start to finish…

...Yeah, I know.

But you must admit it's not a bad idea to turn that madness (read skill) into a business.

So while I was still figuring out how to turn a sideline hustle into a business, I started my own company managing digital marketing remote teams for construction business owners based in Sydney, Australia.

Often called a “Marketing Islander” by my clients, I really enjoyed my job.

However, I've been in love with marketing since I was a kid.

One day I decided to focus all my efforts on mastering the art and science of Marketing.

So I did.

And I won’t lie – turning my passion into a business felt incredibly good.

I felt like I finally came back to my true self.


So, how does being a "Marketing Islander" make me a better Business Owner than I am today?

1. I stick to my words. Regardless of who you are.

2. I respect what we've agreed on. Even when circumstances change.

3. I do what I say. And I do it well.

Managing Director -  Head Of Remote Marketing

Business Brokers: "STOP STRUGGLING" with Growing Your Deal Pipeline. "START OPTIMIZING" your "DEAL FLOW" funnel | Conversion Marketing Powered By Organic Content Strategy

There are only two ways business brokers get business owners as clients:

1. Reach out to them.
2. Get them to reach out to You.

Most business brokers, mergers & acquisitions (M&A) advisors, or intermediaries fall into the first category.

Even if you're very good at what you do, your prospects (business owners) are NOT CONFIDENT you can solve their problems.

Heck, they even have no idea who you are, or what you bring to the table.

Your Brand Authority (personal branding)  is WEAK.

As a result, you're wasting thousands of dollars on marketing, sending tons of cold messages just to convert a single business owner prospect, and constantly worrying about where the next business-for-sale client will come from.

Best case scenario - you get a client through referrals.

On top of that, you're probably struggling to communicate the REAL VALUE of your offer.

"What goes on my website? How do I stand out? What should I post? Where?"


Now, imagine your Brand being seen as an Authority Figure in your Industry.

Client acquisitions happen, but it doesn't feel like selling at all, it's more of a casual chat.

Business Owner Clients are reaching out to YOU on a daily basis, and your only worry is how to support ALL THAT DEMAND.

You're in a position of POWER.

"How the hell am I going to get to that stage?", I hear you asking.

This is where we jump in.


Here's what you'll get:

▪️AUTHORITY WRITING (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 AUTHORITY DONE FOR YOU (We apply the same strategy that got Rogerson Business Services from 500 to 2.5k followers in 12 months while averaging 1 Business Inquiry PER DAY.)

▪️CORE MARKETING ACTIVITIES PLAYBOOK (A done for your core marketing playbook using content marketing, LinkedIn personal brand authority, and Lead management with capturing, qualifying, nurturing, and finally converting business owners to clients.)


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

If you think we're not good enough, there's no need to explain. You get your money back IMMEDIATELY.


Now, are you serious about building your business brokerage Authority Online?

Let's make it happen.

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

I'll see you at the top!

Ramy Ghaly

Here is how you are self-sabotaging your reach 

(The M&A Content Roast)
Your deal flow analysis is failing. 
→ It’s not the data. 
→ It’s the delivery. 

You are posting like a compliance officer, not a dealmaker. 
↳ The algorithm is filtering you out.

1. The Unicode Suicide. 
Stop bolding keywords with third-party generators. 
↳ The AI sees mathematical symbols, not text. You are writing invisible ink for 360Brew.

2. The Penalty Box Links in the body text kill reach. 
The algorithm flags it as "transactional" and throttles you by 80%. 
↳ Move the PDF link to the comments.

3. Burying the Lead. 
Stop starting with "macroeconomic headwinds." 
↳ We all read the news. Lead with the unique insight for founders, not the textbook definition.

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

Welcome to The M&A Content Roast, your essential Sunday newsletter where we dissect and rebuild the LinkedIn posts of M&A professionals. Our mission i

Open article: THE "UNICODE TRAP" EXPOSED: Why That "Fancy" Font Just Nuked Your LinkedIn Ranking by Ramy Ghaly • 7 min read

THE "UNICODE TRAP" EXPOSED: Why That "Fancy" Font Just Nuked Your LinkedIn Ranking

The "Semantic Register" Crash.
(The C-Suite Content Roast)
Your tax strategy is genius.
→ It’s not the math.
→ It’s the delivery.

You are prioritizing shock value over semantic richness.
↳ The algorithm is filtering you out.

1. The "Engagement Bait" Trap.
Stop opening with "STOP! Consider this."
↳ The Gating Mechanism flags generic commands as spam. You are suppressed before they read the date.

2. The Mobile Wall.
Stop burying complex logic in dense paragraphs.
↳ 72% of users are on mobile. "Walls of text" kill Dwell Time. The AI assumes you lack clarity.

3. The Authority Mismatch.
Stop saying "Pretty wild stuff" if you advise $400M exits.
↳ This breaks Profile Symbiosis. If you speak like a YouTuber, the algorithm won't show you to CEOs.

4. The Beggar's CTA.
Stop ending with "Put them in the chat."
↳ The algorithm suppresses creators who fish for comments. Command a dialogue instead.

The Fix:
Stop posting for clicks.
Start posting for clients.

Open article: THE TEARDOWN: Why Your "Casual" Tone is Bankrupting Your Authority by Ramy Ghaly • 10 min read

THE TEARDOWN: Why Your "Casual" Tone is Bankrupting Your Authority

When I start working with a new M&A client, 

the hardest habit I have to break is the "ego-posting."

Advisors naturally want to prove they are good at their job, 
so they lead with closing stats. It feels safe.

But picture this: 

A founder doing $20M in revenue. 
It’s 11:00 PM. 
They’re exhausted, 
scrolling LinkedIn in bed, 
terrified about what happens if they sell.

Do you seriously think they care about your 
"record-breaking Q3 stats"?

No way. 

They are looking for a mirror.

They are searching for someone who reflects their anxieties, 
their doubts, and the lonely weight of that decision.

If you want premium mandates, 
stop trying to impress them with noise. 

Start impressing them with empathy.

Here is the pivot:
(Don't do) The Ego Hook: "Another deal closed! Secured a 9x multiple! We are CRUSHING it!" 
Founder’s brain: "Good for you, bro. 
You sound like a deal factory. 
You don't get me."

(Do this one) The Empathy Hook: "The hardest negotiation a founder ever has isn't with Private Equity. It's the internal battle about what happens to their loyal employees six months after the exit." 
Founder’s brain: "Damn. 
That’s exactly what keeps me up at night. 
Who is this guy? I need to read this."
__________
Stop talking to them about your success. 
Start talking to them about their fears. 
That's how you build trust before you even speak.

360Brew approach in writing the perfect LinkedIn post for M&A professionals

Open article: The 360Brew Take-Down: What the Algorithm Hates About Your M&A Post
 by Ramy Ghaly • 6 min read

The 360Brew Take-Down: What the Algorithm Hates About Your M&A Post

90% of successful M&A thought leadership advisors on LinkedIn are actively involved in the market:

→ Work on mandates / with strategic clients.
→ Participate in industry networks and market discussions.
→ Test your valuation and negotiation skills on real deals.
→ Live the demanding, focused life of an M&A advisor.

Have strong, contrarian opinions on market multiples and deal structure.

Then write on LinkedIn about:
↳ Lessons you learned from a difficult Due Diligence process.
↳ Outcomes you drove (e.g., maximizing the earnout structure).
↳ Failures you overcame (e.g., salvaging a deal post-LOI).↳
↳ Emotions you felt (e.g., managing a seller's anxiety).
↳ Specific problems you solved (e.g., fixing messy working capital).
↳ Disciplined steps you took to control the auction.

You ARE the unique deal flow insights.

Write from your Lived Deal Experience.

Easiest, fastest, and most authentic way to attract your next mandate.
__________
What was the most valuable lesson you learned from deals this year?

Infogrpahics showing 90% of successful M&A thought leadership advisors on LinkedIn are actively involved in the market

Why working with an M&A Content Strategist might NOT be for you.


It’s an investment.
Of your time, 
your comfort, 
and your excuses about "not being a marketer."

I didn’t start Inboundealz to sell feel-good LinkedIn advice or generic "hustle" posts.

I started it because I got tired of watching brilliant M&A advisors (professionals who can expertly structure a complex $50M exit) struggle to articulate their value in a simple LinkedIn post.

I’ve seen the gap. 
You know the technical nuance of deals, 
but when you write for prospective sellers, 
it gets lost in translation. 

You end up sounding like just another "listing agent" chasing a commission.

So I built my strategy specifically for advisors ready to own their niche authority, not just rent space in the feed with generic updates.


But let me be clear — my approach isn’t for everyone.

→ If you want to just "post and ghost" with zero engagement strategy, keep scrolling.

→ If you prefer passive consumption of AI-generated fluff over active narrative construction, hire a generic agency.

→ If you want a silver bullet "lead hack" instead of a sustainable organic deal flow engine based on semantic reasoning — this isn’t it.

Because here’s what happens to the advisors who lean in and commit to clarity:

→ They stop chasing low-quality prospects and start attracting sophisticated $5M+ founders.

→ They translate dry technical deal experience into compelling, human-centric narratives that sellers act on.

→ They stop playing the game as a commodity broker and start owning the board as a specialized authority.

That’s what happens when you stop outsourcing your voice to "the system" and start strategically building your own profile symbiosis.

It’s not instant. 
It requires deep work on your messaging.

If you want content designed for vanity metrics, 
my services aren't for you.

But if you’re an M&A professional ready to build actual authority, 
lure in larger deals organically, 
and stop sounding like everyone else?

Then we should talk.

M&A Advisor's Communication Gap: From Broker to Authority 

The "Niche Vacuum" Crash.

(The M&A Content Roast)

Your checklist is solid. Joe Hamrahi
→ It’s not the expertise.
→ It’s the signaling.

You are prioritizing broad appeal over niche dominance.
↳ The algorithm marks you as a "Generalist" and buries the post.

1. The Generic Opener.
Stop opening with "If you wait..."
↳ This breaks Profile Symbiosis. Name "Agency Owners" in line one, or the AI fails to map the content to your specific authority cluster.

2. The Unsaved Resource.
Stop forgetting to drive the "Save."
↳ Checklist posts die without retention. In 360Brew, a Save signals utility (worth 5x a like). Frame it as a permanent asset.

3. The Jargon Void.
Stop using soft terms like "financial reviews."
↳ The AI demands Semantic Richness. Use precise technical terminology (e.g., "QofE") to prevent being flagged as low-authority fluff.

4. The Statement Closer.
Stop ending with rhetorical advice.
↳ Statements invite silence. The algorithm rewards Quality Comment Volume. 
End with a diagnostic question that forces a specific answer.

The Fix:
Stop posting for broad reach.
Start posting for niche resonance.

Welcome to The M&A Content Roast, the only Sunday newsletter that refuses to let you dilute your expertise with "semantically thin" filler. Our missio

Open article: ROASTING YOUR "BROAD APPEAL": Why Failing to Name Your Niche Destroys "Profile Symbiosis" (And Kills Reach) by Ramy Ghaly • 8 min read

ROASTING YOUR "BROAD APPEAL": Why Failing to Name Your Niche Destroys "Profile Symbiosis" (And Kills Reach)

The "Broker Voice" Crash.

(The Sell-Side Advisor Roast)

Your track record is premium.
→ It’s not your competence.
→ It’s your communication.

You position yourself as a strategic partner but message like a transactional broker.
↳ Sophisticated founders sense the disconnect and discount your advice instantly.

1. The "Main Street" Pitch.
Stop opening with generic exit advice.
↳ If you sound like you sell local businesses, $50M SaaS founders stop listening. You lose credibility before you share expertise.

2. The Tactical Weeds.
Stop burying strategic outcomes in diligence checklists.
↳ High-net-worth sellers buy certainty, not homework. Overwhelming them with process obscures your strategic value.

3. The Vocabulary Downgrade.
Stop saying "finding buyers" instead of "running a structured process."
↳ Precise language signals technical depth. Soft language suggests you are out of your depth on complex deal dynamics.

4. The Commodity CTA.
Stop ending with "DM for a free valuation."
↳ Elite advisors don't fish for leads; they are sought out. This lowers your status from trusted expert to hungry salesperson.

The Fix:
Stop messaging to sell.
Start messaging to lead.

The positioning and messaging missalignment gap between sounding like an M&A advisor and yet your post sounds like a Main Street broker. 

I never planned to be in M&A.

Now I help build its loudest voices
Ten years ago, I was a self-described "remote work freak," running a marketing service for construction entrepreneurs in Australia from a co-working space halfway across the world (Philippines).

I loved the chaos of managing global freelancers. 
It felt like turning madness into a business. 

But deep down, 
I’ve been obsessed with the art and science of marketing since I was a teenager.

When I decided to focus purely on mastering that craft, 
it felt like coming back to my true self.

That focus led me to the M&A industry 
(After I sold my Remote Marketing Agency) 
into a head-butting contest with a smart leader named Adam Ray at BizNexus.

Follow along as I mention M&A professionals whom I helped...

Then, the lightbulb moment.
↳ Writing narratives that resonate with business owners is my superpower. 

That was the shift.

I realized that most M&A advisors & professionals are incredible at seeing the nuance in a $10M EBITDA business. 

But when they sit down to write a LinkedIn post or an email to a Founder, that expertise gets lost in translation.

They end up sounding like every other "listing agent" chasing a commission.

That gap is why Inboundealz was born.

I am a conversion copywriter and content strategist specifically for the M&A industry. 

My entire 10-year journey has been about learning how to translate technical deal experience into compelling, founder-focused narratives.

In an era of AI-driven algorithms like LinkedIn’s 
360 Brew, generic content is invisible. 

To attract sophisticated sellers of $5M+ enterprises, 
you cannot rely on volume hacks.
↳You must rely on Clarity and Semantic Reasoning.

That is the new mandate for deal flow. 
And it’s a long way from managing construction marketing in Australia remotely from the Philippines.

Founders and Advisors: 
What was the hardest "technical" skill you had to unlearn to become better at marketing your firm? 

Let's discuss in the comments. 👇

P.S. This picture was taken at the Parramatta River, Sydney, Australia, in May 2015 during a client meeting on his boat. (May to August) It's winter for a fun fact.

Ramy (Ray) Ghaly, founder of Inboundealz. Taken at a harbor at Parramatta River, Sydney, Australia.  

Honestly, the hardest part of my job is looking savvy M&A advisors in the eye and 

telling them this 
Your LinkedIn profile is actively repelling the exact founders they want to attract.

I spend hours auditing digital footprints. 
And there is this immediate, 
visceral red flag that tells me why an advisor is struggling to land quality, $1M+ EBITDA mandates.

It’s the vibe of "commission breath."

Look, a founder who spent a decade grinding to build a real asset? 
They have a finely tuned radar for being "sold to." 
They are terrified of handing their legacy over to a hustler just looking for a quick closing fee.

Yet, 
I see countless profiles of sophisticated advisors that just scream "TRANSACTION!"
You have to shift how you label yourself. 
It’s a feeling of security you need to project.

Here is the actual difference in the market:
(Not good example) The Used-Car Vibe (Repels talent):
"M&A Broker | I Get You the Highest Price FAST | DM me to Sell Your Business."

My take: Ugh. It signals desperation. It attracts distressed sellers, not proud founders.

(Good example) The Trusted Partner Vibe (Attracts talent):
"Advising founder-led technology companies on strategic exits and recapitalization."

My take: It feels calm. It feels expert. It elevates the conversation from a "sale" to a "strategy."

Founders aren't just smart; they're protective. 
If your headline signals that you view them as a paycheck instead of a long-term partner, they won't even click.
_________
Be honest: Does your profile pass the positioning test?

Is your LinkedIn headline matches your ICP and messaging? This infographics explain it more. 

The $10 Million Mistake: Treating M&A like Admin Work.


That's the invisible cost of relying on outdated business brokerage tactics—treating a complex strategic exit like a document submission exercise.

I’m talking about the low-effort approach:

→Writing a generic CIM using old templates.
→Mass-blasting an email to a general, unqualified buyer list.
→Waiting for the "right" buyer to call you.

The LinkedIn 360Brew algorithm flags low-value, transactional content, and so do savvy business owners. They need to see expertise, not an admin checklist.


The Truth About Deal-Making
↳M&A isn't about paperwork; it's about engineering an outcome. It’s a sophisticated process that rewards systemic control over random chance.

It requires four non-negotiable pillars:

1. Strategic Positioning: Understanding the narrative behind the financial numbers, not just the numbers themselves.


2. Psychology: Managing the emotional drivers for the seller’s exit and understanding the buyer’s deep-seated skepticism.


3. Competitive Tension: Orchestrating a controlled auction environment to maximize leverage and valuation.


4. Clarity of Thought: Our entire process is built to filter out the "tire-kickers" and focus only on qualified, high-intent buyers.

A successful exit is never an accident. It is a system built on process, preparation, and control.

Final Question to the M&A advisors and professionals:
↳When you manage a deal process, what is the single most critical step you use to ensure you are controlling the auction, rather than the auction controlling you?

Comment below. Let’s discuss the strategy, not the spreadsheets.
__________
P.S. Do you want thought leadership LinkedIn posts like this to go on your feed?

The biggest mistake I see M&A firms make in their founder-facing content:

Confusing "being polite" with "being effective."
I was recently auditing a mid-market firm's content strategy. 
Their biggest fear was rocking the boat.

Client: "Our sector has always relied on quiet networks. 
Our marketing needs to reflect that tradition.

" Me: "Tradition doesn't attract innovators."

Founders who build valuable, sellable assets are bold. 
They take risks. 
They break norms.

When they look for an intermediary to handle their life's work, 
they aren't looking for the most "polite" person in the room. 

They are looking for the advisor who commands attention 
and can create real competitive tension.

Your content needs to signal that you have 
the stomach to lead an aggressive process.

If your marketing plays it safe, 
smart founders will assume your deal process will too.

The "Broker" Model is Being Squeezed from Three Sides.

We are witnessing a perfect storm in the M&A industry. 
If you think "business as usual" will survive 2026, look closer at the three forces currently dismantling the traditional brokerage model.

1. The Tech Disruption (SEO Shift to AI SEO) For years, the biggest marketplaces (like BizBuySell) won simply because they won Google. Their entire model was built on SEO dominance. AI Search has disrupted that foundation. Founders don't just "Google" anymore; they ask AI for answers. New AI-native matching platforms (like CIM Amplify) are doing what used to cost millions to develop—instantly connecting sell-side to buy-side with precision, bypassing the "spray and pray" listing sites entirely.

2. The Cultural Explosion (The "Hormozi Effect") Buying a business used to be a quiet niche. Now? It is pop culture. Thanks to voices like Alex Hormozi & Leila Hormozi and Codie A. Sanchez, "Entrepreneurship Through Acquisition" (ETA) is the new gold rush. Millions of followers now view buying a boring LMM business as a cool investment. The market is flooded with new energy, new capital, and new platforms like EquityBound.

3. The Capital Shift (PE Going Downstream) Private Equity is sitting on record dry powder, but the big deals are scarce. So, they are swimming downstream. They are targeting the Lower Middle Market (LMM) aggressively. And here is the kicker: They want to cut you out. Sophisticated buyers are building their own origination teams to go direct-to-owner, specifically to save the commission.

The Result? The "Transactional Broker" is obsolete.

If your value proposition is just "I know a guy" or "I have a list," you are finished. 

Business owners are tired of the "sales-driven" model. They see it as a commodity. If you position yourself as a salesperson, you will only attract desperate sellers who view you as a necessary option.

The Pivot to Advisory. 

The only way to win ideal clients in this new ecosystem is to shift from Transaction to Advice. 

Sellers don't need a salesperson; they need a guide to navigate this chaos. 

They need someone who understands valuation nuances, who can defend against a PE firm's aggressive diligence, and who can filter the serious buyers from the social media hype.

The market is getting louder. 
The only way to be heard is to stop selling and start leading.
__________
Question: Which of these three forces (AI, ETA Hype, or PE Capital) do you think will reshape our industry the most in the next 12 months?

The "Narrative Gap" costing Health Service Founders millions.

(M&A Advisors)
Most brokers look at a $5M multi-location clinic and see a spreadsheet. They see EBITDA. They see staffing ratios. They see rent rolls.

But they miss the story.

And in the non-medical health space, where value is tied to patient trust and staff retention, missing the story destroys the valuation.

I’ve reviewed hundreds of Confidential Information Memorandums (CIMs). The "average" listing agent creates a generic brochure.

Here is the difference between a "Listing Agent" and a true M&A Advisor:

1. The "Why" vs. The "What" Average agents list your equipment. Smart advisors explain why your patient churn is 15% lower than the industry average. That isn't a stat; that’s your intellectual property.

2. The Skeptical Eye I read financial statements like a forensic accountant before we go to market. Why? Because a buyer’s due diligence team will act like a courtroom prosecutor. If I don't cross-examine your P&L now, they will crush your price later.

3. The Art of the Narrative You built a culture that keeps caregivers for 5+ years in an industry that burns them out in 9 months. If your broker can’t write compelling copy to translate that "soft skill" into "hard value," you are leaving money on the table.

Clarity = confidence. 
Confidence closes deals.

If you are eyeing an exit in 2026, ask yourself: 
↳ Is your advisor just listing your assets, or are they translating your life's work into a business case?
__________
Founders: What is the one "intangible" asset in your business that you are terrified a buyer won't understand? Let’s discuss below. ⬇️

Infographics about bridging the narrative gap: Valuing health services businesses. A comparison between a listing agent and an M&A advisor. 

M&A Advisors: Stop pitching "maximum multiples" to founders in the 4th quarter of their career.
They don't care about your spreadsheet yet. 
They care about their legacy.

Meet "Bill." He’s 62. He built a $15M revenue manufacturing business over 30 years. He’s tired, but his business is his identity. He's thinking about life after the exit, his employees, and what he leaves behind.

If you approach Bill with a transactional hook, you lose.
Here is the exact same outreach, written two ways.

"Bill, valuations in manufacturing are peaking. We just sold a competitor for 7x EBITDA. We should go to market now to capitalize before the window closes. Are you free Tuesday to discuss maximizing your exit?"

Why it fails: 
It’s pressurized, generic, and treats Bill’s life work as a commodity trade. It signals you are looking for a commission, not a relationship.

"Bill, after 30 years, you’ve built more than just cash flow. You’ve built a legacy. The hardest part of an exit at this stage isn't usually the valuation (it's ensuring the culture and team you built survive the transition). How are you preparing the business to thrive without you?"

Why it wins: 
It validates his 4th-quarter mindset (legacy vs. money). It leads with empathy and focuses on his transition challenges, not your desire to sell.

To win mandates with sophisticated sellers, 
you must flip the script.

Ditch the transactional pitch. 
Welcome the founder-first story.
__________
If you’re an M&A professional tired of sounding like a commodity broker and ready to master narratives that attract $5M+ founders...

Let's talk strategy.

From Transaction to Transition: How to win the legacy founder 

"That’s just not how it's done in investment banking."


I hear this constantly when I advise M&A teams on 
adopting founder-first content narratives.

They want their content to sound like their competitors 
because it feels "professional."

But to a founder looking to exit, 
sounding like everyone else looks a lot like mediocrity.

If you market your firm using the same tired playbook as every other generalist broker, don't be surprised when you fail to attract premium mandates.

The best founders are looking for advisors who challenge assumptions, 
not ones who hide behind them.

Your content needs to demonstrate that you don't just follow the market
(you make the market for their business).

Stop prioritizing industry politeness over marketing effectiveness. 
Let your competitors be the quiet ones.

The traditional brokerage model is being dismantled from three sides. 
If your messaging is 'transactional,' 
your operating space is disappearing.

1. Technology (AI Disruption) 
2. Cultural Noise (DIY and ETA Culture) 
3. Capital Bypass (Cut the middle person). Go straight to the source. 

The Hard Truth: 
Business owners are tired of the "sales-driven" model. 
They view "I have a list" as a commodity.

If you position yourself as a salesperson, 
you will be replaced by software or bypassed by capital.
_________
The Fix: 
Stop messaging to transact. 
Start messaging to advise.

Advisors! You are leaking leads before you even write a post.

I see it every day in the M&A space.

An advisor commits to "doing content."
They start writing smart, insightful posts about EBITDA add-backs and deal structures.
They get the views. 
They get the likes.

Then, a qualified prospect clicks on their profile... 
and the disconnect happens.

The post sounded like a Strategic Partner.
The profile looks like a Commission-Hungry Broker.
The Headline is generic.
The Banner is a stock photo of a handshake.
The ‘About’ section reads like a resume, not a sales letter.
The trust built in the feed is instantly destroyed on the profile.

This is why I don’t just "write posts" for M&A advisors.
Writing is Step 4.

Steps 1-3 are where the money is made.

My Deep Dive Process:
1. The Extraction
We get on a 1:1 video call. I don't want your brochure language; I want your war stories, your specific methodology, and exactly who you are trying to attract (and repel).

2. The Audit
I analyze your current messaging. Does it scream "I want a fee," or does it whisper "I add value"?

3. The Profile Overhaul
Before we write a single piece of content, we fix the foundation.

Headline: No more "M&A Advisor at XYZ." We clarify who you help and how.
Banner: Prime real estate for social proof, not decoration.

About Section: Turning it from a biography into a client-facing manifesto.
Featured Section: A funnel that drives action.

4. The Alignment
Only then do we start writing content.
Because if your profile doesn't communicate to your ICP, your content is just noise.
It sounds simple.

But in a market getting squeezed by AI and PE origination teams, "simple" execution is the only competitive advantage left.
__________
Ready to fix the foundation? 
Let's go.

Why do $20M+ revenue founders scroll past your content?


Because you are posting like a risk-averse compliance officer, 
not a dealmaker.

Your network wants unique deal insights, 
but you’re feeding them formatted boredom. 

If you want to attract sophisticated sellers, 
you have to stop sounding like a commodity broker.

The Compliance Officer Playbook (How to fail):

Buries the Insight: 
→ You start every post with three sentences of generic economic news before getting to the point. By then, the founder has moved on.

You're trying too Hard to look "Professional": 
→ You use third-party bolding tools that mess up the text formatting, looking desperate for attention rather than authoritative.

Treats Content like a Brochure: 
→ You drop PDF links directly in the post body, signaling "I want to take you off-platform" rather than "I want to engage here."
__________
The algorithm favors authentic engagement, 
not stiff broadcasting. 

→ Stop posting for compliance. 
→ Start posting for deal flow.

A Buyer's Strength Flows From Their Intent


I still get asked about the "number of inquiries" or the "database size" used for a sale process. I don't care about those numbers.

When managing a controlled auction, it is important to think about Intent Volume not Inquiry Volume. ⬇

One of the reasons why most inbound listing inquiries are regularly time-wasters is because they tend to be generic, low-effort questions. When an inquiry is 7-8 words long (e.g., "Send the CIM, what's the EBITDA?"), it naturally means there are many ways to rephrase that same low-intent question. For instance:

"What's the price/multiple?"
"Can you send the financials?"
"Is the seller negotiable?"
"I'm a buyer, send me the deck."
"Is this still available?"
"What industry is this in?"
"Send the location and name of the business."

7 low-effort inquiries: 1 genuine intent.

It would be easy for a listing to generate 30 low-intent inquiries per week (which the broker might boast about), but one single buyer who submits a highly detailed, professional inquiry showing deep understanding of the industry and an outline of their financial capacity is worth 300 of those generic "inquiry volume" metrics.

Focus on finding the high-intent buyers, not inflating the inquiry count.
__________
What's the single biggest 'low-intent' buyer question you consistently filter out?

taplio

The Battle

Sam Dunning

Ramy Ghaly

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Performance ScoreSam Dunning's LinkedIn Performance

Performance ScoreRamy Ghaly's LinkedIn Performance

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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