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

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Joe Wheatley

The best GTM principle → Create abundance where there is scarcity

Credit goes to Santosh Sharan for this one!

Before ZoomInfo, B2B data was locked behind Dun & Bradstreet at $100K/year. Only the IBMs of the world could access it.

ZoomInfo dropped that to $5K/year and went from $10M to $100M (abundance for SMBs)

Then Apollo arrived and made B2B data available for under $100/mo (abundance for everyone)

Each time, data was scarce for a lower segment of the market
A company noticed → made it abundant → their growth exploded

The cycle repeats over and over. Scarcity becomes abundance. Winners look for new scarcity.

And when data becomes fully abundant (thanks Apollo) the old playbooks stop working (goodbye spray and pray). That's why the industry has shifted towards signals. 

Tools like:

- Clay
- Freckle.io
- BirdDog
- Signalbase (Previously LeadsOnTrees)

So the real money question: What’s scarce now, and what will be scarce next?

That’s where the opportunity lies.

Joe Wheatley 🏠

Founder @ Demand House | Intelligent outbound for B2B SaaS | Trusted by Warmly, Summize & Coefficient

4 layers of B2B outbound (and our go-to tech stack)

1 / Capture Layer
- Prospeo.io for cold leads, RB2B for website leads and Trigify.io for social listening

Note: since Prospeo's V2 launch, we've switched over from Apollo (see link in description for reasons why)

2 / Intelligence Layer
- Freckle.io as the GTM-brain (others use Clay - they do the same thing)
- HTTP APIs to find and validate emails, using the following providers:
--> Prospeo, LeadMagic and FullEnrich for waterfall enrichment
--> ZeroBounce for email validation
--> BounceBan to verify catch-alls
- Freckle credits for mobile numbers (only credits we use)
- OpenAI API for AI enrichments and classification
- Tier leads based on account-fit and engagement score
- Build email and cold call scripts using messaging frameworks + AI
- Route leads to right sequences (Apollo for Tier 1 & 2, Instantly for Tier 3)

3 / Outreach Layer
- Tier 1 is multi-channel, manual SDR outreach (with scripts to assist)
- Tier 2 is multi-channel, manual outreach (when out of Tier 1 leads)
- Tier 3 is fully-automated email outreach (using copy built in Freckle)
- Tier 3 also identifies who is in-market vs who is out-of-market. For in-market, send sales-focused messaging; for out-of-market, send marketing nurture

4 / Sales Layer
- If positive reply, add lead to CRM. Now over to SDR team to book a demo

Founder @ Demand House | Outbound systems for B2B SaaS | Trusted by Warmly, Summize & Coefficient

Proof that cold outbound isn't dead, and remains the BEST channel for building predictable pipeline

Last week we sent 1,800 emails across 3 campaigns (roughly 600 leads contacted)

Reply rates between 5.7-10.6%

5 opportunities

See for yourself.

Given we only just started running outbound for ourselves (started in 2026), with only 10 secondary inboxes, I'd say this is a damn good start

Before you say outbound is dead, think again!

You need to give the recipient a reason to reply (value).

Then you need to deliver on this value and offer more value to get the call.

But most don't offer real value, and then complain no one responds. Why would they?

Others give value to the wrong people. Your fault you've got a bad list.

Also - stop relying on marketing / content as your savior. It's a long-term play that should consume 20% of your efforts max. 80% should be on near-term pipeline aka. outbound.

If you put in the work to build the right list and offer (and you deliver on your promises), you will win.

Building Curacity's top 100 prospects in 10 minutes:

1 / What they do
Demand creation platform where hotels create content, Curacity distributes to premium publishers (Travel + Leisure, Condé Nast Traveler, etc.) to drive bookings and revenue

2 / Define ICP by analyzing best customers
50% small chains (8-14 properties), 33% independent (1 property), 67% US-focused, 83% hotels

3 / Identify buyer personas
CMOs, VP Marketing, Director of Marketing, VP Revenue Management (decision makers) + Marketing Managers, Brand Managers, Revenue Managers (champions)

4 / Identify key signals
Rapid growth (headcount/revenue), hiring for marketing manager, new CMO/VP Marketing, new property launches, rebranding, recent funding/acquisition, performance issues (low direct bookings, declining occupancy)

5 / Find leads in Apollo
Filter by marketing roles, C-suite/VP/Director level, company lookalikes (Viceroy Hotels, Virgin Hotels), US location, 200-1,000 employees, hotels/hospitality industry, layer on signals

6 / Import to Freckle / Clay
Combine 4 signal lists from Apollo (lookalike + rapid growth, lookalike + hiring, rapid growth, hiring) and import to Freckle/Clay

7 / Validate emails
Zero Bounce for validation, Bounce Ban for catch-all verification

8 / Enrich with phone numbers

9 / Verify ICP + buyer persona match
Is company ICP? Is person decision-maker? Remove leads that don't match both

10 / Build messaging
Rapid growth: "Growing team = need revenue to support payroll, explore new marketing channels?" / Hiring: "What are new marketing manager's priorities? Open to exploring new channels?"

Result: 94 verified top hotel decision-makers ready for multichannel outreach to drive Curacity sales

Top 100 Prospects in 10 Minutes for Blink (Employee Engagement Platform)

- Determine ICP based on best customers
- Map TAM & signals
- Build tiering system
- Find leads in Apollo
- Enrich, validate and filter in Freckle (or Clay)
- Build messaging relevant to signal (observation), ICP and persona

Frank Sondors 🥓 is literally the 🐐 of startup sales (he books 500 demos per month and scaled Salesforge.ai 🔥 from $0-$3M in less than 1 year)

When building a team, he said to start off with 2 reps
(Do not hire from big corporate like Google - wrong mindset)

And then he talked about how to acquire customers. It's not about one channel, it's about multi-channels working together.

Get data, test & iterate.

He also spoke about why you need to track first touch and last touch attribution

And finally, how to warm-up prospects before booking the demo

Head over to Frank's profile now and follow him. The guy to watch in 2026

We're getting more positive replies than we can handle.

Here's one example:

- Reached out to someone who just joined a 7/8 figure SaaS as Head of Sales
- Asked how the role was going (be human!)
- Offered genuine value

Outbound works when you do it better than everyone else.

Step 1 - Offer value to get the reply 
Step 2 - Offer value to get the call/audit

If you offer what they actually want and deliver on it, you'll win. Simple.

Jack Gaisford

I create videos for brands that want to stand out, and I teach you (and your team) how to do it yourself. DM me, and let's chat 📩

Since launching in October 2024, our members have:

🏆 Generated over £380,000 in trackable revenue
🏆 Improved their messaging, positioning, and systems
🏆 Reduced second-guessing and avoided wasted effort
🏆 Built confidence through action rather than more learning
🏆 Gained weekly direction and feedback through live working sessions

Not by giving them more information, but through direction, accountability, and constant improvement.

Most business owners (like you) aren’t short of information. You're short of clarity, feedback, decision-making, and the systems to continually improve with every video you create. That’s why I built The Content Club. A place for business owners who are serious about using video, but don’t want to figure it out alone.

This isn’t a community for browsers, dabblers, or people ‘thinking about trying video'. It’s for those who want to finally make their videos work harder, but need direction, accountability, and feedback to actually make it work for their business.

Doors are currently closed to new members.

To join the waitlist, check out: https://the-content-club.co.uk/ 🔗

But if you know someone inside, ask them for the "sneak in" link to join today 😉

Founder & Managing Director

We make videos for brands that want to stand out 🎥 Get in touch to take your social content to the next level ⤵

Running a small business is tough.

It's full of late nights, over-thinking, and trial and error.

Marketing, emails, management, recruitment, the lot.

But 1 thing's for sure.

Video isn't going to be part of that problem anymore.

A big thank you, and welcome, to the awesome creators who've joined my video community in the last 24 hours. You're in safe hands 👋🏻

---

Enrolment is still open for my LinkedIn Video Accelerator, and if you want to take part, you can get your invite here: https://lnkd.in/eSvg6h9Y 🔗

We start on Tuesday next week at 10AM (GMT).

Jack Gaisford-Miles

I help founders to confidently create videos that get customers for their small business | Founder of The Content Club 👌🏻

It's one of the worst fear as a business owner.

Putting your all into a new product or service, spending months on an idea, building, developing, testing, finessing, and finally launching the thing.

Only to have it fall flat.

Well...let's go back to Monday.

I opened the doors to The Content Club™.

I'd spent months building a new video accelerator.

And I was worried it wouldn't go as planned.

What did I experience?

Lots of new, excited members ready to get started.

With that said.

A BIG WELCOME TO OUR NEW MEMBERS 🎉

The next 30 days will change your LinkedIn content forever.

For many of you, you'll wish you'd joined sooner ;)

But there's a catch.

I have to close enrolment in 48 hours.

I want to turn my full attention to my community.

Because for the next 4 weeks, I'm all in:

- Hosting weekly live group sessions
- Holding 1:1 audits with every new member
- Welcoming in Noor and Niamh for workshops
- Launching our first in-person meet-up of 2026
- Being there 24/7 to support those on my new cohort

"The LinkedIn Video Accelerator". 

Wanna' make videos on LinkedIn that actually work? 

Drop me a DM saying "VIDEO", and I'll send you an invite.

Doors close in 48 hours. Tick tock, tick tock ⏰

Go all in on LinkedIn.

Now's the time to get serious. 

Despite the negativity this platform gets, it's go time.

That means: 

1. Doubling down on your videos
2. Making your videos a priority for sales
3. Investing more money into your development

For me, I'm personally:

Hiring editors, building a studio, and investing more time than ever into building the right strategy and systems that give me the confidence to create videos that get clients.

This will be an incredible year.

And if you want the same, do this:

Grab this year by the f*cking balls, treat your video content as a priority for your business, and have the confidence to post stuff that breaks through the noise.

---

PS: Enrolment opens on Monday!⏰

Join the email list if you want a seat at the table on my LinkedIn Video Accelerator: https://lnkd.in/eSvg6h9Y 🔗

Want 1 month of content in 90 minutes? 

Please, don't work with me.

See, I help business owners who're actually serious.

Not those who want to tick the box quickly.

Why?

Getting results with LinkedIn video is no quick win.

It's achieved through building a long-term system:

1. Testing videos
2. Failing gracefully
3. Staying disciplined
4. Thinking long-term
5. Mastering the science

This can be simple, enjoyable, and rewarding.

Especially when you know exactly what you're doing.

So, here's my gentle kick up the backside.

Stop focusing on the shortest path to success.
Start taking your LinkedIn videos seriously this year.

---

📌  PS: Doors close at 6PM tomorrow.

I will not be hosting this video accelerator again. Once doors close, that's it. Want in? Sign up and jump inside: https://lnkd.in/eSvg6h9Y 🔗

It's feels f*cking great to say this...

TCC opens for enrolment at 6PM (GMT) ⏰

𝘉𝘶𝘻𝘻𝘪𝘯𝘨 𝘪𝘴 𝘢𝘯 𝘶𝘯𝘥𝘦𝘳𝘴𝘵𝘢𝘵𝘦𝘮𝘦𝘯𝘵, 𝘮𝘢𝘵𝘦.

174 business owners joined in 2025 to level up their marketing and learn to post videos that actually turn their views into customers.

They made over £380,000 in sales from their videos. 

But this year is different. 

I'm only opening the club 2-3 this year. 

That's it.

And I'll pair launches with my new 30-day cohorts. 

The first being my LinkedIn Video Accelerator.

Helping you remove the friction of LinkedIn video.

If you jump in tonight, you'll get access to:

1. My 3-Step Lead Generator
2. The Human-First Writing Method
3. The S.P.O.T Profile Framework
4. The High-Performing Ideas System

Plus, everything to support you after the accelerator.

5.  3 months access inside The Content Club
6.  Hands on guidance and support from myself
7. A vault of over 250+ hours of video/marketing training

Designed to help you plan, write, film, edit, and post LinkedIn videos that work harder for your business, without second-guessing or feeling overwhelming.

Emails get sent at 6PM (GMT) tonight.

Sign up, here: https://lnkd.in/eSvg6h9Y 🔗 

---

PS: I won't be hosting this again. You snooze, you lose!

The community game is changing. 

People don't just want to make friends and connect.

They want to learn, improve, develop, up-skill, and get results.

So in Q4 2025, I put my money where my mouth is.

I hired consultants, community builders, email writers, the lot.

I spent thousands on trying to understand how to adapt, or die.

See, there's a lot of communities falling under right now.

And I bring it down to a few things: 

1. A lack of innovation in marketing
2. Passive engagement from the facilitator
3. Stagnation of new ideas and ways to learn
4. Focusing on making yourself win over members
5. Member retention falling off as they're not drawn back

This is why lots of communities are failing.

Community, in every sense of the word, is not passive.

I've spent 4 months building a killer product.

Not to sell by itself for thousands.

But something just for my members, who are already here.

And this week has been a huge win for The Content Club.

A big welcome to just some of our new joiners today!

Karl Beckett, Jude O'Meara, Kate Evans, Jonny Appleton, Philippe Garcia, Dean Williams, Stu Millage, Luke Collymore, Damon Mclean, Elizabeth Pullen, Jimmy Lai, James Richardson & others.

Sadly, I can't tag you on LinkedIn, or have your images yet 😂

It's a pleasure to have you inside the community.

---

Doors close for enrolment in 2 hours.

Come and join us: https://lnkd.in/eDHZ_7Dm 🔗

PS: If that link doesn't work, doors are shut.

Have a great weekend, everyone!

Few people sell on LinkedIn.

Everyone seems to be chasing likes, views, and followers.

But how many are focused on customers? Few.

This is the #1 reason why your content isn't working.

You're not selling.

Ok, I've gone a bit crazy recently.

But there's a big need to spread the word.

My Video Accelerator literally starts on Tuesday next week.

Selling should be accepted, and embraced, on LinkedIn.

Not scrutinised and sniffed at. 

"But what about giving value, Jack?"
"What about helping without expectation, Jack?"
"Shouldn't your audience be your priority, Jack?"

Mate...

I have mouths to feed. 
I have a life I want to live.
I have a family to support. 
I have a business to build. 
I have a product to launch. 

And all of that requires selling.

So yes. I've sold in every post this year.

But it's been brilliant for my small business.

New members have joined, and I can't complain.

So, f*ck it. 

The doors close to my LinkedIn Video Accelerator at 6PM.

Only members of The Content Club get access to take part.

It'll last the next 30-days, and I'll be there every step of the way.

I won't be hosting this again, so it's really now or never.

Get your seat, here: https://lnkd.in/eDHZ_7Dm 🔗

---

The cherry on top?

I'll fully refund you within 7 days if it's not for you.

That way, there's no risk if you don't like what you see.

But I'm completely confident you'll wish you joined sooner.

Offers on the table. See you inside before 6PM (GMT) ⏰

It's been a reflective weekend. 

Last week was so incredible, and it all stems from putting my all into one social media platform for 8 years straight: LinkedIn.

I love LinkedIn.

⊕ The people you meet
⊕ The conversations you have
⊕ The opportunities it opens up 

I've built 3 businesses in 10 years thanks to LinkedIn.

(And a f*ck-ton of graft, too).

This really is a life-changing platform.

But still 8 years into posting here, I see so many people sitting on the fence, terrified to create, and spending their time consuming content from some incredibly strong creators, leading to over-comparison and paralysis. 

My only advice to those of you who resonate is this.

Start.

It'll be scary.
It'll be scrappy.
It'll be confusing.

You'll encounter self-doubt.
You'll want to stop because it's hard.
You'll find all of the problems with your posts.

But in a few years time, you'll wish you started sooner.

There are 1BN users here. 1% create content.

If you don't seize the opportunity, somebody else will.

---

I'm Jack, and I help small business owners to confidently create videos that actually get results.

"I don't know what to post".

That's because you've been taught the wrong stuff.

You don't need:

⊖ An expensive 27 episode course
⊖ An overly-complicated content strategy
⊖ To master everything about every platform

You just need to listen to your customers problems.

That's how I've created my most successful videos.

Not by selling, but by solving.

If you're stuck for ideas, this is what works for me:

1. Talk to more people
2. Learn their problems in-depth
3. Create ideas to solve their problems
4. Produce that content in a unique style
5. Post it only where they are, every week

It'll save you hours on ideas that don't work.

Instead, your ideas come directly from the horses mouth, give you the confidence that it's actually solving a real-world problem, and has a higher chance of generating you new customers.

Try it for yourself, and thank me later 👌🏻

---

I'm Jack, and I help small business owners create videos that actually get customers, without the guesswork. 

📌 Join the waitlist for my first community launch of 2026: https://lnkd.in/eSvg6h9Y 🔗

I help founders to confidently create videos that get customers for their small business | Enrolment closes at 6PM (GMT) tonight ⏰

We're 27 days into 2026.

Have you achieved the goals you set yourself?

- Lots of new customers
- Launching a new product or service
- Reaching the metrics you want online

If not, take my advice.  Don't go on a sales rampage.

Instead, here's what I'd be focusing on:

1. Begin taking new actions.
2. Holding yourself accountable.
3. Investing in your own development.

Last years tactics won't work this year.

And if you want to have a killer year this year...

You need to change how you approach it.

---

📌 I'm Jack, and I help small business owners create videos that actually get customers through my video community, The Content Club.

Community is a slow and steady game.

It can take 5-10 years to really become something,

But yesterday, we hit a huge milestone at The Content Club.

27 creators on a live session, together. 

It's the most amount of members we've ever had in one place.

And it felt surreal. Legendary, even. The energy was fired up, everyone there shared the same mission (to create better videos), and I could see the transformations from stuck to unstuck happening in real time.

I'm incredibly proud of how far we've come.

From a small 20-person community just a year ago, to today, where we're almost 100 strong, across 17 countries. And sure, there are many communities that are larger, with hundreds of members. But I'm proud of hitting a milestone within our community, no matter the size.

Thank you to everyone that attended yesterday.

We're building an amazing community, and your support means more than you can imagine. It's great to see so many of you getting stuck in 👌🏻

taplio

The Battle

Joe Wheatley

Jack Gaisford

Followers

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Performance ScoreJoe Wheatley's LinkedIn Performance

Performance ScoreJack Gaisford's LinkedIn Performance

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taplio

The Battle

Joe Wheatley

Jack Gaisford

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);}Joe Wheatley's LinkedIn Performance

Performance ScoreJack Gaisford's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJoe Wheatley's LinkedIn Performance