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

Dimmo

I will change the way people evaluate and buy software. www.dimmo.ai

Chief Executive Officer

Two Dads in Tech

Listen now on YouTube, Spotify, Apple, and everywhere you listen to podcasts.

Interested in sponsoring? Email daniel@twodadsintech.com

Host

Proofpoint

- Broke into 6/9 accounts at the C-Level from prospecting efforts in the first 5 months. These accounts have never been Proofpoint customers and 3 of them haven't chatted with us in over 3 years.
- Generated 2.3M in pipeline in 5 months. All new logos.
- 226% of quota

Sr. Named Account Executive (Large Enterprise)

Refurl

Founder (Acquired)

metadata.io

Q1 - 280%
Q2 - 172%
Q3 - 72% (completely my fault. had my first kid and let 2 momentum deals slip)
Q4 - 96%

- closed the largest net new logo deal
- set record for fastest rep to hit first two quarters
- trained 6 reps 
- most outbound deals closed

Enterprise Account Executive

Vocul

Founded a platform that created personal interactions between business influencers with their following. Brought on a base of influencers that had more than 12M followers.

Dremio

Account Executive

MongoDB

Q1:
- 138% of quota
- Most professional services sold on the sales floor 
- Only in the seat for 2 months this quarter

Q2 -
- Responsible for training new hires how to ramp efficiently
- 184% of quarterly quota
- created “Table Talk” which was a weekly discussion of strategic thinkers moving deals through the pipe 

Q3
- 153% of quarterly quota 
- Exceeded annual quota 3 quarters in 

Q4
- 116% of Quota 
- focused on net new logos

Symantec

	Average 65 calls daily to grow the region by acquiring net new customers and providing them with a presentation of the company’s value
	Demonstrate leadership and initiative by sharing successful methods to the sales floor and educating teammates if needed
	Achieve quarterly quotas averaging 120% attainment and $160,000 of net new revenue per quarter
	Probe to clearly understand the pain points and leverage engineers to assist with creating technical security strategies
	Build rapport with existing customers and implement cross selling to expand their Symantec portfolio

Named Account Executive

	Generated over $1.2M in NACV and grew the new customer business by 22% year over year
	Received the Inside GHE MVP for the fiscal year by leading the team in net new business
	Accomplished creating 39 opportunities from 43 greenfield meetings in Q4 resulting in $1.2m of qualified pipeline
	Created a greenfield talk-track and objection list that the Vice President of Sales recognized and rolled out to the sales floor as a standard

Territory Account Executive (SLED)

Apple

	Generated $864,865 in the last fiscal year which resulted in me leading all part-time sales specialists
	Brought in over $50,000 of business revenue last fiscal year and exceeded the business introduction quota by 185%
	Work alongside business partners to fabricate technological solutions for their business and assist with account management

Sales Specialist

Troy Munson

This pisses me off. 

My friend signed an offer: $330K. 

OTE of course. 
 
It's one of those nightmare stories. 

My best friend accepted an enterprise sales role for $330k OTE. 

Several months in, he said “3 reps out of 50 hit quota they’re planning to hire 30 more reps in the next 12 months”

They closed 3 funding rounds in 12 months so they HAD to scale headcount. 

BUT THIS SHIT IS MIND BOGGLING?!?!?! 

How do you plan to make any seller happy with attainment like this?

It’s SO easy to get blinded by high OTEs. 

I fell into this trap before. Never again.

Here are all the companies that will trap you into stuff like this, and companies where you will actually hit quota: https://lnkd.in/de3-Q4FJ

if you don’t wake up at 4am 

or around 4am 

i don’t blame you 

ive been doing it for several years now 

and it still sucks 

you can tell by the bags under my eyes 

the only thing for me is the pros > the cons 

pros: 

- i go to the gym - does loads for my mental health + we only have 1 body, take care of it 

- i get alone time for 2 hours (some of that includes the gym) 

outside of that, i would have no alone time. 

no time to just sit in my thoughts, plan, strategize, breathe, etc.. 

so if you don’t wake up at 4am, i don’t blame you. 

but i do encourage you to find 1-2 hours a day where you can be completely alone. 

preferably doing an activity of some sort.

texted Travis (met him on LinkedIn) 

said let’s run, but I forgot my running shoes.. 

zero excuse there 

but you still gotta get it in so we did a lift instead 

he wasn’t as strong as I thought 

strong heart tho 

go meet good ppl

My mindset:

I can break into literally any account you want me to break into. 

That will always my mindset.

everyone should read this

doesn’t matter your job title 





your time is limited. 

make the most.

An outbound cadence that’s been working well for me: 

Day 1: Call 

Day 1: Send LI request 

Day 1: Send a prospecting email with research. Here's an example: 

"Hey Name, since you're focusing on [project you learned from research], it makes sense to make you aware of [X challenges]. 

[Customer] was able to avoid that by [Problem you solve for]. 

Worth learning more?"
---------------

Day 3: Call 
Day 3: Send LinkedIn message if they accepted: 

“Hey Troy, sent you an email with the subject line “[Subject Line]”

Putting a face to the name 
---------------

Day 4: Reply on the same email thread. Here's what to do:

Use a whiteboard, take a selfie, and send the picture to them. I usually write "Open to a quick intro?" or "Any interest" on the whiteboard. Nothing else with the picture. If you want a higher response rate, try drawing their logo.
---------------

Day 5&6: Call

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

 
Day 7-8: Reply on the same thread once more saying this: 

"Was my drawing really that bad Name? 

Or is now just not the right time to solve for [Challenge]?"
---------------

I've been doing this for a bit now and have seen consistent success and want to see others get success from it to. 

The last response was: "The fact you took the time to draw the logo that well I feel warrants at least an introduction call. How's your calendar end of next week?"

Got questions about it? lmk

was on a call with 4 SaaS CEO's yesterday

here's what's working in outbound for us: 

cold calls (if you're doing it) 

and one off manual emails. 

we all have complex AI workflows set up 

we're all doing what linkedin shoves down your throat

but at the end of the day 

it's manually reaching out. 

one CEO said "my founding AE switched to manual emails this week and has booked double the meetings" 



counterintuitive with all the advice you see on here

food for thought.

Me: “This discount ends at the end of the quarter” 

Also me:

Before you send that prospecting email, less is more.

just signed up for a 401k. 

lil nervous, will be my longest run yet.

I got asked: "how did you break into cybersecurity personas?" Here's how I booked 4 meetings with multibillion dollar accounts: 

Number 1
Persona: C-Level
Source: Google 
How I got the meeting: I googled their name and their previous company. Several articles popped up, one being a 22 page research paper he wrote. I read most of the research paper and emailed him my opinions and tied it back to value I can provide. The subject line was the name of the research paper. 

Number 2
Persona: VP 
Source: LinkedIn 
How I got the meeting: This person posted one of his security training recordings on LinkedIn. It was an hour long. I listened to all of it and emailed him what I learned from the training. I asked if he'd be open to learning what we had to offer. I responded to the email thread the day after saying "bubbling this up in case you missed it" and this booked the meeting. 

Number 3
Persona: C-Level
Source: LinkedIn
How I got the meeting: The CIO wrote about how he was a sports fanatic on LinkedIn. I emailed him inviting him to an NFL game. He declined but intro'd me to the correct C-Level executive I needed to talk to (who didn't respond to any of my emails for months). We booked a meeting within 2 weeks. 

Number 4: 
Persona: Senior Director 
Source: Marketing
How I got the meeting: I invited her to a "Women Who Cyber" event that our company hosted. She went and said it was an incredible event. This then led to us emailing back and forth and meeting up for lunch to discuss their 2024 plans. 



One thing I tell every single company or rep I help: 

There is no silver bullet. 

Literally none.

Your reps need to be doing research. 

Your reps need to be standing out. 

One thing they can do to increase conversions is ensure their writing is clear and simple. 

There's so many ways to book a meeting, you just have to do the dirty work and find the right way for the right person.

Sachee Katre 👾 is hands down the best prospector i know..

she's insanely creative, she does genuine research, and she makes it extremely easy to work with her. 

started working with her and LoopLabs Co  about a year ago to edit the entire two dads in tech podcast & create short form clips. 

they've been amazing to work with and very understanding (like when i send them a 1 hour podcast recording that needs to go live in 8 hours, they get it done)

but don't do that ^ 

horrible practice and that falls on daniel and i. 

anyways, will continue to use them for video editing + podcast editing for anything moving forward. 

<3

use linkedin, meet good people, become friends. see you monday Travis

graphical user interface, text, application, chat or text message

Before running Dimmo, I was breaking into massive enterprise accounts consistently. Here's what I did to understand the account: 

1. Create an Org Chat

I want to understand the lay of the land from a people perspective. 
→ C-Level
→ Any relevant VP
→ All Directors
→ Relevant Managers
→ Relevant Practitioners

2. Create an Account Plan. 

An account plan is key for large accounts and top prospects.
→ Overview
→ Investor Relations
→ 10k Information (if public)
→ Growth Insights
→ Recent news (are they doing well? bad?)
→ Job openings
→ Challenges
→ Concerns
→ Risk
→ How they make money
→ How do they go to market?
→ Their competitors
→ Their industry trends
→ Have ChatGPT summarize this info & why they're a good fit

There's more you can do, but this is a great start.

3. Persona Information

I did deep research on people - at a minimum Director level and above.
→ Podcast features
→ Article/Blog features
→ Accomplishments from current/previous roles
→ Video features
→ Twitter info
→ LinkedIn posts/likes
→ Any other relevant info when you type in their name and title in Google or ChatGPT

A great prompt in Gemini, or ChatGPT Deep Research can get this for you.

4. Use Multiple Channels

Do a multi-channel approach:
→ LinkedIn
→ Email
→ Cold Calls
→ In-person events
→ Your current network

Within these areas, get creative. 

5. Signals

I focused on 'warm' areas first. 
→ Job changes
→ Industry changes
→ Intent (though most of this is eh)
→ People who open emails multiple times
→ People that click on links
→ Companies that are in growth mode

Also use signals relevant to your industry. 

If you prevent breaches, use recent breaches as a signal. 

Do these things, you'll break into enterprise accounts in no time.

I don't care if you're a seller.
I don't care if you're a marketer. 
I don't care if you're a sales leader. 

You need workflows to grow your business steadily. 

Three workflows I use that help me grow Dimmo + generate more revenue: 

1. Cold call transcript -> Analyze -> CRM 

This takes every single conversation I have with prospects, understands the sentiment, updates my CRM, and automatically tags them as interested or not. 

Now I know where to focus for nuturing and follow ups. 

2. Discovery Call -> Tech Stack Recommendation Doc

What I do is simple: I listen to peoples challenges for an hour, understand their stack, and recommend how to make it more efficient/save money. All for free. This recommendation doc is very detailed.

I've created structure that I follow for every single recommendation doc so as soon as I hop off of a discovery call, without doing anything, the transcript is analyzed, a Google Doc is created, and it's entirely filled out for me. 


3. Email Journey 

For Dimmo's Newsletter, when someone signs up, they get a welcome email. 

Based on their actions, they get zapped into a different journey. If they respond to something about Gong, they get a recommendation for alternatives. Etc.. 

All done automatically. 

I dont do a dang thing. 

All of these workflows I have built in Zapier. 

Go build a workflow: https://bit.ly/4ooQhlb

If you need me to help you think of workflows, just DM me. 

No cost of course.

A step by step guide on how to build an audience on LinkedIn, without having to spend a penny: 

A 'masterclass' if you will.

bear with me.. this is a long post but it's all you need.

→ Engagement Piece:

1. In the beginning, make 15-25 meaningful comments a day.
2. Send meaningful/purposeful connections daily
3. Send a note to every new connection, voice notes for more brownie points
4. Support their posts.
5. Avoid engagement pods those are weird and fake

→ Content Creation Piece:

1. Write down 3 or 4 things you're passionate about/good at.
2. Break those down into smaller subsections.
3. Break those down into examples.
4. Break those down into personal experiences.
5. Recycle the top posts but change how you phrase it/present it.

→ Here's one example for me:

1. Prospecting
2. Video prospecting, cold emails, social selling, creative prospecting.
3. Do this for each subsection above but I'll only focus on one here which is Video Prospecting. Here's what I can talk about + I would add personal experiences to each:

- How I structure a good prospecting video
- A deal that closed that started from video
- A recent win from a video
- New things I'm trying with videos
- What I avoid in videos
- Ways I grab attention with the thumbnail

I now have a minimum of 6 different things to post about. Do this for each subsection. Chances are you have multiple personal experiences which = more content.

→ How to start a post:

❌ The other day I was prospecting and decided to use video for a change and when I sent a ...... blah. blah. blah.

✅ I closed a 208k deal last quarter that started from a prospecting video.

→ How to write body of the post:

Make it easy to read.

People skim on LinkedIn.

So write it like this if you can.


......and just like that.

You have 30+ pieces of content.
30+ really = 90+ if you repurpose it.
You have active engagement.
You're creating eye-catching post.

Now you're rich and famous!!!!!!

my biggest red flag is that cash feels like free money.. does that make sense?

To sales nav users, and sales nav users only:

YO CHICAGO... anyone want to run a half marathon before the year end just because? end on a strong note? im thinking any time from Dec 17-19.  then maybe grab a nice dinner afterwards?

taplio

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The Battle

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