Demand House

Founder

MASS

Analyst working on defence projects in collaboration with US Gov and Applied Physics Laboratory.

Analyst

Engineer across design, construction, commissioning and operations.

Engineer

CEO @ Conversion House 🏠 | On-demand design for small SaaS marketing teams so they can launch faster, position better and convert more.

Are you a SaaS / tech startup between $500k and $3M ARR with high retention, but low ARR growth?

If the answer is yes, then acquisition is the bottleneck. 

If we dig a little bit deeper, it's because you don't have a system for generating consistent pipeline.

In other words, you're too dependent on referrals and inbound (Spoiler: Hope is not a strategy).

The solution? Allbound:
→ Hyper-targeted outreach fills pipeline today.
→ Scroll-stopping content fills pipeline tomorrow.
→ Together, results multiply.

Want to learn more about allbound?
→ Visit my website: https://www.demandhouse.agency/
→ Subscribe to my newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7307333213792665600
→ Subscribe to my YouTube channel: https://www.youtube.com/@demand-house

Joe Wheatley

2025 reflections and plan for 2026

1️⃣ 2025

Marketing
↳ 0 → 3k+ LinkedIn followers
↳ 0 → 300+ newsletter subscribers
↳ 0 → 25 podcast episodes on YouTube

Network
↳ Built relationships and become friends with amazing founders, CEOs and GTM leaders across B2B SaaS

Social proof
↳ Worked with 4 x $5M+ ARR SaaS companies
↳ Worked with 10+ $1M+ ARR B2B companies
↳ 27 five-star Google reviews

Business
↳ Pivoted from websites → content → GTM

Who we help
↳ B2B SaaS from ~$500k ARR and up

2️⃣ 2026

Marketing
↳ 3k → 6k+ LinkedIn followers
↳ 300 → 1k+ newsletter subscribers
↳ 25 → 60 podcast episodes

Network
↳ Network better, give more
↳ Go deeper in the GTM communities I am already part of
↳ Potentially launch a startup GTM community (for those who aren't mature enough to work with us)

Social proof
↳ 10+ outbound case studies
↳ 50+ five-star Google reviews

Business
↳ $60k MRR
↳ 2 new clients per month
↳ 100% retention

Who we help
↳ DIY outbound consulting for startups with sub-5 person sales teams (under $2M ARR)
↳ DFY outbound systems for B2B SaaS with 5+ sales reps ($3M+ ARR)

Biggest Change from 2025 to 2026:
- We’re qualifying out unvalidated startups (pre-$1M ARR).
- You cannot guarantee results if they’re unproven.
- You can do everything right, but at the end of the day, if the founder isn’t made of the right “stuff”, nothing will save them.
- If you have social proof (which we do now), leave the brokies behind.

Onwards 🚀

Outbound systems for $3M+ SaaS | Trusted by Warmly, Summize, Coefficient & more | 27 x 5-star reviews on Google | Founder @ Demand House

J.Y Delmotte bootstrapped BuddiesHR to $43k MRR. But how exactly did he do it?

No. 1: He took advantage of being early to the Slack Marketplace.

He built up 700 customers, stacked reviews and now competitors are too far behind to catch up.

Slack is now their #1 source of signups.

Next biggest source is SEO.

Jean-Yves developed a real passion for culture and employee engagement while running his previous startup, PaletteHQ.

And he was living by example → No one left in two years.

Now he creates content derived from topic clusters, closely aligned with the product and what users want to know.

If it starts ranking, he optimizes.
If it drives traffic but is vanity, he kills it.

He’s also getting customers from Reddit and LinkedIn.

Two powerful lessons from J.Y. here:

1. Being early and riding a wave is a good strategy (if you’re confident the wave will get bigger). Similar to Warmly with nametags. Build on someone else’s wave (Zoom for Warmly, Slack for BuddiesHR), get in early and you’ll be miles ahead by the time everyone else catches on. We’re seeing this now with Clay / GTM agencies.

2. Choose channels that fit your own style. SEO works for BuddiesHR because they’re good at it. Podcasting works for me because I like talking to people. Pick channels you can actually win at.

But the most important thing you can learn from Jean-Yves:

“Ship code and talk to users” 😉

5 steps to build your Tier 1 multi-channel outbound campaign in a weekend

1 / Go to Apollo, find your top 100 hottest prospects (ICP fit, buyer personas, signals)

2 / Export list to Freckle (enrich phone numbers, remove catch-alls, verify ICP)

3 / Create a sequence in Apollo (add contacts, write cold call, email, and LinkedIn scripts)

4 / Launch campaign

5 / Execute during the week (complete tasks, have conversations, iterate lists and scripts for higher reply rates)

If you're looking for a fresh pair of eyes on your GTM strategy going into 2026 and already dreading Q1, DM me.

In under 2 hours, I’ll review your GTM system and give you the 3 growth levers you should focus on next.

No sales pitch. Just honest advice that will move the needle.

DM me - I’ve worked with 4 × $5M ARR SaaS businesses in 2025 alone (plus 10+ at ~$1M ARR), building GTM systems that book demos.

Frank Sondors 🥓 (Founder of Salesforge.ai 🔥) is booking 500 demos per month by dogfooding

He’s solving a real problem:
- Sales reps are split across too many tools → forced to stitch workflows together and deal with unnecessary complexity

And he has a solution:
- An apple-like experience for sales teams

How:
- Mailforge, Primeforge, Infraforge and Warmforge for infrastructure & deliverability
- Leadsforge for finding leads (larger DB than Apollo)
- Salesforge for outreach execution (LinkedIn + email)
- The suite integrates together seamlessly giving you an 'apple-like' experience

Proof of value:
- Forge has a huge TAM (sales teams worldwide)
- They're dogfooding with 250 domains and 500 inboxes
- A sh*t ton of email & LinkedIn outreach (and they’re adding a dialer in 2026)
- Booking 500 demos per month

And before you assume that with this number of inboxes they’re just spamming the TAM - watch the full episode.

Frank used to lead sales teams of up to 100 people. At the end of the show, we actually talked tactics and that there's an unreal amount of gold there

Frank is an absolute authority on building sales teams & outreach and the results speak for themselves.

Will you be bringing home the bacon 🥓 like Frank in 2026?

P.S. They went from 0 to $3M+ ARR in less than 12 months (so clearly, they are very good demos)

Use the same tiering system as Clay to break into mid-markets / enterprises in 2026:

1 / Account-Fit
- Determine what high vs low account fit looks like (make it binary)
- Firmographics should be a must (for high-fit)
- Technographics should be a minimum of N1
- News, trends and signals should be a minimum of N2

2 / Buyer Personas
- Determine buyer personas at decision-maker, champion and end-user level

3 / Engagement
- Determine what strong vs weak engagement looks like
- Things like inbound activity (form fills, webinar / event attendance)
- Website visits
- Social engagement (likes, comments, etc)

4 / Build Tiering System

Tier 1 - High Account Fit + Strong Engagement
- Website leads → Freckle enrichment → Tier 1 sequence
- Social engagement → Freckle enrichment → Tier 1 sequence
- Put your best reps on Tier 1 (when they run out of leads, move to Tier 2)
- Marketing is responsible for generating Tier 1 leads

Tier 2 - High Account Fit + Weak / No Engagement
- From defining what high-account fit (HAF) looks like, you should break your TAM into N high account lists (lists should be small enough so that scripts feel relevant and 1:1)
- HAF List → Freckle enrichment → Tier 2 sequence
- Put your next best reps on Tier 2

Tier 3 - Low Account Fit + Strong Engagement
- From defining what low-account fit (LAF) looks like, you should break your TAM into N low account lists
- LAF List → Freckle enrichment → Tier 3 sequence

Tier 4 - Low Account Fit + Weak / No Engagement
- Do not outreach

5 / Determine Sequences
- For Tier 1 and 2, something like: cold call, email, LinkedIn connection request, cold call, email, LinkedIn message, cold call, email
- Tier 1 will go to Tier 1 sequence (Tier 1 messaging)
- Tier 2 will go to Tier 2 sequence (Tier 2 messaging)
- Tier 3 can be sent to Instantly for email-only sequence like: email, email, email

Of course all of this assumes you have found message-market fit.

If you haven't, you need to validate.

P.S. Recommend you build a visual matrix

We make fcking awesome SaaS product videos.
Formerly a competing powerlifter (RAW, sq 282.5kg, b 180 kg, dl 300 kg, bw @-90).
I lead the team of 13 talented Ukrainians (scriptwriters, designers, animators, sound producers, etc).

Hlib Trazanov

When you finally find THAT music track for your client's video.

P.S. sorry guys, couldn’t resist😄

Founder @ Astra Motion | Video Marketing for SaaS/AI

Dropping a new video.
Something FRESH!! 
Product promo video for Rome AI. 

Done in about 4 weeks. 

We did:
- Ideation
- Scriptwriting
- Storyboarding (+footage sourcing)
- Animation
- Music + SFX

This style was a little new to us. because this time we didn't rely ONLY on animation, but mixed in some footage video editing too.

(we think it perfectly sets the context for a supply chain)

But the main challenge was to make it "clear". As the first drafts didn't seem to "click". We showed it to some early audience, they said smth like "looks cool, but I didn't get what you do".

After some back and forth on the messaging, now the video makes a lot more sense (to me at least :D).

Tell me in the comments, if the message was delivered well or not (seriously).
_____________
P.S. if you're a product marketer and want a similar product video, DM me

The main hook s*cked. 
So we created 2 more.
+9:16 & 1:1 resizes.

When we completed this video, the client showed it to a group of people. All said the beginning was the weakest (it's the most important part btw!). 

So, we created 2 more for testing (specifically for paid ads). 

It was the best decision. Because the new hook performed much better. 

The CPC is $0.39!!

Only 39 CENTS per click in the US market! (normally it's like $1.50 - $3.00/click)

Takeaway: 

extra hooks add maybe 10% to the production budget, but can lead to 2-3x of the performance of the video in paid channels.

We translated 5X videos...
into JAPANESE!
(our first time)

Earlier we made 10 use case videos for Gainsight. 

Now 5 of them are also in Japanese!
(these will penetrate Japanese market much better than English videos)

It took us only 2-3 days in total (but it wasn't as simple as just changing the text in After Effects 😅 ), and added <10% to the total budget. 

It's another great way to extract EVEN MORE VALUE from the assets you already have, for a fraction of the cost.

(check my previous post about adding extra hooks - https://lnkd.in/eDB6F2C5)

This video looks good. 
Even stylish.
except one thing...

They NEVER SHOWED THE ACTUAL PRODUCT in it!

Perplexity has a unique style. They chose to "look & feel" completely different from OpenAI. And I LOVE IT. It looks good, it sounds good. I mean, the video structure works. All good here.

IF ONLY: 

in the [Use cases] section instead of saying "Across work, and life..." -> they showed a demo timelapse (for example, showing some prompts-results, inside the actual UI) -> it would have been a perfect teaser.

Because right now, EVEN IF I WERE INTERESTED to try it, I need to go to their website, install it, see if it's actually for me, how the UIs look like, how fast it is, etc etc...

it's extra friction!!!

And all this could've been avoided If I saw how it "works" in 2-3 seconds of the video. 

One quick fix -> 2-3x results. I'm 100% sure.

See for comparison, how OpenAI demo'ed their new AI browser Atlas: (video link - https://lnkd.in/eGwmxF-S)

I don't say they have to make a 90 sec full demo of a product. But just 1-2 scenes could make this video "COMPLETE". 

Takeaway:

[Demo] is the most important block of ANY product video. 

Even if it's just a 20-30 sec teaser... you STILL gotta show your real product, even a glimpse, or a timelapse, or just 1 prompt-result. 

______________________
P.S. DM me if you want a similar product video, but with a [demo] block :)

If you’re new to video marketing.
Steal this formula:
[Hook] -> [Solution] -> [Demo] -> [Features] -> [CTA]

After publicly breaking down 36 viral videos, plus making 200+ our own videos, I can definitely say this is the simplest, the clearest, the most “generally accepted” product video formula you can ever use… especially for your first video!

[Hook: Callout + Dream outcome]:  
Example: “Fire & Security teams, wanna plan months of work for 50 technicians in one click?” 

[Solution]:
Example: “Introducing XYZ, end-to-end platform for securing Gen AI apps…”

[Demo: how it works]:
Example: “XYZ scans your website, understands your tone, prepares a list of leads to review. then crafts personalized emails… etc etc” 

(don’t forget to actually show the UIs and how it all happens on your platform)

[Features]: 
Example: “Plus, multiple integrations, easy reporting, supports 80 languages, etc etc”

[CTA]: 
Example: “Run at full capacity with XYZ. Try 7 days for free.”

Steal it.

Interesting observation:
our videos ALWAYS perform better on client's side :)

1. We make product videos.
2. Then our clients publish it (or promote, or run ads). 
3. I publish it too (but as a portfolio).

The EXACT same video always performs differently, depending on WHO is publishing it, and what's the intention.

In my case:
- I publish it as a portfolio item
- It's named smth like "Motion Graphics Demo Video..."
- People see the channel name (and it's different from the product in the video)

And when they open my channel, they see more videos like this and think: "aha, this guys makes videos". 

-> So, in my case, VIDEO ITSELF is in the center of attention and being evaluated by the viewer (the hooks, the graphics, transitions, design, animations, etc).

But when a client publishes THE SAME VIDEO:

- It's perceived as a promotional video (because they sell exactly what they're showing in the video)
- It's named smth like "Meet Greadme, the Website SEO audit tool"
- the viewers start to evaluate what's "inside" (the product, the UIs, the features, messaging, etc). 

That's why the engagement difference is huge. And I'm glad that in our client's favor!! (see graphs below)

It means the video "clicks" for their audience (exactly as planned).

p.s. I'm personally super happy about how it performs for our clients. Because 70% engagement rate is HUUUGE! (especially for a long 1:15 min video)

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