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

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.

Increase demos without extra ad spend | Positioning for AI products running underperforming ads

Your AI product ads get clicks but garbage demos? It's not your traffic. It's your positioning.

I've helped +30 B2B AI products (Seed-Series A) increase demo bookings 3x in 90 days without touching ad budgets.

90 Day Demand Sprint:
→ Fix your ICP
→ Fix your positioning 
→ Fix your landing pages and ads

You keep the same budget. You get more demos.

Recent client: 47% demo increase, 31% CAC drop in 8 weeks.

Running $5K+/month on ads with stalled conversions?

Get your ads roasted for free at koganmarina.com

Marina Kogan 🌊

I've diagnosed 50+ broken paid campaigns from B2B AI products.
There are only 5 problems. You probably have one of them:

Problem #1: You're selling features, not outcomes.

Your ads list what your product does.
Not what changes for the buyer when they use it.
Prospects scroll past because they don't see themselves in the message.

Problem #2: You sound exactly like your competitors.

Your ad copy uses "innovative," "cutting-edge," "seamless."
So does every other AI founder running ads.
When messaging is identical, prospects choose based on price alone.

Problem #3: You're targeting too broad an audience.

Your ads run to all B2B founders simultaneously.
Early-stage founders have different pain points than Series B founders. Broad targeting means your message lands for no one specifically.

Problem #4: You lead with your technology too early.

Your ad copy jumps straight into explaining your AI capabilities.
But prospects aren't ready to hear technical details yet.
They need to feel the problem first, then see your solution.

Problem #5: You never tested your ad messaging with real prospects.

You wrote copy based on internal assumptions.
You never validated it in actual customer conversations.
What sounds compelling to you confuses your ideal customer.

I see this pattern repeat with AI founders constantly.

You build great products.
Then rush ad campaigns before understanding what actually resonates.

The result? Campaigns that drain budget without converting.

Your product might actually be unique.

But if your ad messaging has one of these problems, prospects will never see the difference.

___________________________
🎁 First week of January: free campaign diagnoses.
Comment CAMPAIGNS and I'll identify which of these 5 you have
and give you the 3 changes that fix it.

👋 I’m Marina Kogan 🌊 
I fix B2B SaaS campaigns when clicks don't convert.
Ads-to-landing page positioning

Increase demos without extra ad spend | Positioning for B2B SaaS running underperforming ads

Your ads are converting at 0.3% while your competitor's convert at 12%. Here's what they're doing differently:

They clarified positioning first
and went straight to paid traffic.

Here's the painful pattern I see constantly:

1️⃣ Founder raises Series A
2️⃣ Hires a growth team immediately
3️⃣ Pours budget into ads before positioning is clear
4️⃣ Watches click-through rates tank

Sound familiar?

I've watched this exact scenario play out twelve times this year.

That founder who called my positioning work "expensive"?
They're now spending €200K annually
driving traffic to pages that confuse visitors.

Here's what they missed:

❌ The expensive way

• Skip positioning clarity
• Launch ads immediately
• Hope volume solves the conversion problem
• Burn budget on traffic that bounces

✅ The smart way

• Nail your positioning first
• Test it with real buyers
• Then amplify what already converts
• Every ad dollar works harder

My reality check for Series A founders:

1️⃣ Audit your current conversion path
If paid traffic lands on your site
and 90% leave without taking action,
your positioning is broken.

2️⃣ Calculate your actual waste
Take your monthly ad spend.
Multiply by your bounce rate.
That's money evaporating daily.

3️⃣ Interview your actual buyers
Ask them: "What problem were you solving when you found us?"
Write down their exact words.
That's your positioning foundation.

4️⃣ Test positioning before buying traffic
Get five ideal buyers to read your new page.
If they don't immediately say "this is for me,"
keep refining.

The result?
You spend once on getting positioning right.
Then every ad dollar actually converts.

That €200K yearly ad budget?
It could drive real pipeline
instead of funding your competitors' retargeting campaigns.

When you invest in clarity before volume,
paid ads become profit engines
instead of budget black holes.

Because here's the thing:
No amount of traffic fixes positioning that doesn't land.

DM me if you're scaling paid ads
but conversion rates keep disappointing you.
_____________________________________
👋 I’m Marina Kogan 🌊 
I fix B2B SaaS campaigns when clicks don't convert.
Ads-to-landing page positioning

3 things every B2B founder should leave behind in 2026
(when running ads)

I've analyzed hundreds of ad campaigns from SaaS founders this year.
And I keep seeing the same mistakes tanking performance.
These tactics worked in 2025.
But they're bleeding your ad budget now.

Here's what needs to go:

1. Product-focused ad copy

Stop telling people what your tool does.
Your audience doesn't click ads for features.
They click for solutions.

Shift to:
• The problem keeping them up at night
• Concrete results they'll see
• Why waiting costs them money

2. Vague value propositions

"Streamline your workflow" gets lost in the noise.
Your ads compete with thousands of others.

Your copy needs:
• Specific outcomes they can measure
• Clear who this is for
• Why you beat alternatives

3. One-size-fits-all messaging

Running the same ad to everyone wastes money.
Different buyer personas care about different things.

Test and segment:
• Decision-makers vs. operators
• Early-stage vs. scaling companies
• Pain points that actually matter to each group

The founders winning ad spend right now?
They've already made these shifts.

Their ads convert faster.
Their cost-per-lead is dropping.
Their messaging matches what buyers actually want to hear.

Stop throwing budget at yesterday's playbook.
Your 2026 ads need to be sharper.
_____________________________________
👋 I’m Marina Kogan 🌊 
I fix B2B SaaS campaigns when clicks don't convert.
Ads-to-landing page positioning

Your LinkedIn ads don't stop the scroll.
Here's why:

I told an AI founder his LinkedIn ads "sounded like everyone else."
He called me rude. His competitor reached out for an audit.

The first founder's ads were full of:

- Features 
- Generic value props
- Industry buzzwords

His competitor saw the same problem in his own positioning
and wanted to fix it before losing more deals.

The difference between them?
One took feedback personally.
The other saw it as a competitive advantage.

I've noticed a pattern with AI product founders:
The ones who resist honest feedback about their positioning
are usually the ones bleeding leads to competitors.

Meanwhile, their rivals are:

- Winning deals faster
- Testing clearer positioning
- Speaking to real pain points

Your positioning isn't personal.
It's a business tool that either works or doesn't.

If prospects don't instantly understand what you do
or why they should care,
you're making it too easy for competitors to win.

The founders who grow fastest?
They welcome brutal honesty about their pitch.
They fix what's broken.
They stop sounding like everyone else.

Your choice:
Defend mediocre positioning and lose deals,
or fix it and watch competitors scramble to catch up.

P.S: Want brutal honesty about your ad positioning?
Get your ads roasted at https://lnkd.in/gaMgJgXx (free)
_____________________________
👋 I'm Marina Kogan 🌊 
I fix B2B SaaS campaigns when clicks don't convert.
Ads-to-landing page positioning

The best move a Series A SaaS founder can make before 2026?
Finding out why your current paid campaigns don't convert.
Here's how I'd do it:

1️⃣ Audit what's actually happening in your funnel

Stop assuming you know where prospects drop off.
I analyze your current campaigns to pinpoint exact conversion blockers.
Every click, every bounce, every abandoned demo tells a story.

2️⃣ Interview the prospects who didn't convert

The gold isn't in your analytics dashboard.
It's in conversations with people who saw your campaigns and walked away.
I extract the real reasons they chose not to buy.

3️⃣ Compare what you're saying vs. what buyers need to hear

Your messaging might be technically accurate but commercially useless.
I map your current campaigns against actual buyer priorities.
The gap between these two is where your conversions are dying.

4️⃣ Identify which problems you're solving that nobody cares about

You're probably highlighting features that don't drive decisions.
I show you which pain points actually trigger buying behavior.
Then we rebuild campaigns around what matters to your ideal customer.

5️⃣ Test new messaging against real buyer language

No more launching campaigns and hoping they work.
I validate messaging with your target audience before you spend another dollar.
You get data-backed confidence that your next campaign will actually convert.

The result?

You stop burning budget on campaigns that were never going to work.

No more wondering why traffic doesn't turn into revenue.
No more tweaking ad copy hoping something sticks.

Most Series A founders keep throwing money at the same broken campaigns.
They change the creative, adjust the targeting, try new platforms.

But they never fix the real problem:
Their messaging doesn't connect with what buyers actually want.

Before 2026, you have a choice.
Keep guessing why campaigns fail.
Or find out exactly what's blocking conversions.

I have 2 spots left in January for campaign conversion audits. If you're ready to know exactly why prospects aren't converting, DM me.
____________________________
👋 I’m Marina Kogan 🌊 
I fix B2B SaaS campaigns when clicks don't convert.
Ads-to-landing page positioning

Your LinkedIn ads are getting clicks, but demos aren't converting.
Here's what I changed to 4x demo bookings with the same budget:

I worked with a B2B SaaS founder last quarter.
Their ads were performing well - 500 clicks monthly.
But only 20 demos booked.

The problem wasn't the targeting.
It wasn't the creative.
It was the positioning on the landing page.

Here's what was broken:

❌ The conversion killer

- No clear connection between ad promise and page content
- Generic "Book a Demo" without context
- Landing page led with product features

The ad spoke to their pain.
The page spoke about the product.
Prospects felt the disconnect and bounced.

✅ The conversion fix

I rebuilt their positioning in three moves:

1. Mirror the ad's pain point
The headline repeated their exact frustration.
No product name, no features yet.
Just their problem, clearly stated.

2. Show immediate relief
Listed three specific outcomes they'd get.
Used their language from sales calls.
Made the benefit impossible to miss.


3. Reframe the demo CTA
Changed from "Book a Demo"
To "Show me how to cut reporting time by 60%"
Made the next step feel like a solution, not a sales pitch.

The shift?
From explaining what we built
To proving we understand what they need.

Same traffic. Same ad spend.
85 demos instead of 20.

Because here's what matters:
Clicks measure interest.
Demos measure trust.

And trust comes from showing you get their world
before asking for their time.

DM me if your ads are clicking
but your landing pages aren't converting.
___________________________
👋 I’m Marina Kogan 🌊 
I fix B2B SaaS campaigns when clicks don't convert.
Ads-to-landing page positioning

I've audited AI product ads from Seattle to Milan to Singapore. Here's the expensive mistake that shows up everywhere:

➝ Seattle taught me precision matters.
Buyers want specific outcomes, not vague promises.
"Increase efficiency" loses to "Cut analysis time from 3 days to 2 hours." American buyers demand proof points upfront.

➝ Milan taught me elegance beats complexity.
Italian prospects respond to clean, simple messaging.
They tune out technical jargon faster than any market I've seen.
If your value isn't clear in one sentence, you've already lost them.

➝ Singapore taught me speed is currency.
Singapore buyers want to know ROI immediately.
They skip long explanations and jump straight to "How fast can I see results?" Your messaging needs to answer this in the first line.

What works in every ad:
- Leading with the customer's problem, not your AI features.
- Using their exact language from support tickets and sales calls.
- Showing the cost of inaction before mentioning your solution.
- Testing which specific outcomes get the most clicks.

What fails everywhere:
- Generic AI buzzwords that sound impressive but mean nothing.
- Talking about your technology before explaining the outcome.
- Assuming prospects understand why your solution is different.

The pattern is clear: founders who match their positioning to what buyers actually care about see faster conversions and shorter sales cycles.
_____________________________
👋 I'm Marina Kogan 🌊
I fix B2B SaaS campaigns when clicks don't convert.
Ads-to-landing page positioning

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Joe Wheatley

Marina Kogan 🌊

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taplio

The Battle

Joe Wheatley

Marina Kogan 🌊

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 ScoreMarina Kogan 🌊's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJoe Wheatley's LinkedIn Performance