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.

UserActive

UserActive help software companies develop interfaces users love. We implement UX and UI improvements through a series of workshops and design sprints as well as specialist consulting on product strategy and positioning.

Founder

SaaStock

SaaStock is Europe's largest event for SaaS businesses. At SaaStock Local we produce quarterly, highly focussed events that deliver the SaaStock experience on a local scale. My role as Barcelona City Leader is to build and connect the ecosystem in Barcelona and Spain. Including the overall production of each event and the management of a talented team.

Barcelona City Leader

Peter Loving

I help software companies align their product with their ideal customer's desired outcome. Generally this involves hosting workshops, running design sprints and consulting with founders and product teams. Typical challenges are an outdated interface, a poor user experience and a lack of product differentiation. Key goals are related to strengthening market positioning or achieving revenue growth.

Product Designer (SaaS)

Front Digital

Front Digital is a creative agency designing engaging experiences that connect brands with consumers. We design and develop websites, web apps and mobile apps. Our expertise is best used building relationships between brands and their audiences.

As the founder of Front Digital my responsibilities include all of the major facets of business management. I've built a strong network within London's tech start up industry, and also within many marketing and PR agency's.

A large part of my role is related to business development and client relationship management. This always involves pitching and consulting and often requires a hands on approach to project management. I strive to ensure projects are always delivered to a high standard of quality, in a timely fashion and within budget.

Besides client procurement I take responsibility for internal agency operations. These core tasks involve recruiting and managing staff, marketing, and instilling company culture and core values.  Overall, I would summarise my responsibilities at Front Digital as follows:

• Business Development
• Digital Consultancy
• Project Management
• Recruitment
• Financial Management
• Leadership

As an agency we've had the honour of providing services to the following clients:
BBC, New Entrepreneurs Foundation, Conservative Party, Edmonds Elder, Right to Dream, Acknowledgement, UNUM, Oneserve and many more.

Peter Loving Design

I've worked as a freelance web designer in the corporate, agency and tech startup sectors. During this time I've provided a range of consulting services predominantly involving user experience, user interface design for web and mobile applications, web design and front end development. I provide a consultative approach to guide my clients to the best solutions for their brands, customers and audiences.

In my freelance assignments I have been responsible for the delivering briefs requiring a wide remit. My responsibilities have involved working with teams, managing staff, consulting with clients, managing budgets, hiring, and project management. My technical skills during these roles have included:

• HTML, CSS, PHP, JQuery, MySQL
• Wordpress custom theme development
• Adobe Creative Suite (Ps, Ai, Id)
• Wireframing tools (Axure, Sketch, Omnigraffle, Invision)

During my freelance career I gained in-house experience at many leading brands. I have a strong oversight into a variety of industries, working cultures, and practices. I've enjoyed working with the following clients:

BBC, giffgaff, O2, Sainsbury's, HSBC, Pearson, Conservative Party, Western Union, Debenhams, Future Publishing, Blue Rubicon, Denis Publishing, Unum, Porter Novelli, Pulse Group, Magazine Group, JB Pelham PR and many more.

Web Designer

Product design for fast growth SaaS 💸 Added $300K ARR in 90 days | Increased free trial upgrades by 46% 🔥 | Saved $200K on dev costs 🚀

A client's enterprise SaaS was technically brilliant, but it looked tired and dated.

We spent 3 months making product improvements and redesigned the user interface. A month later they closed an annual enterprise account for $500k. 

Now, I'm not suggesting this was entirely down to the product work. But we did provide the sales team with the new product UI, improved messaging and ideas on positioning. The sales team did their magic.

I was so excited, I wanted to do it all over again. So I refined this process and developed a unique service, a design sprint that drives growth for SaaS companies.

✅ WHAT I DO: I help SaaS companies make significant product improvements that drive growth. Consulting on business goals, product strategy and implementing intensive design sprints.

✅ WHO I WORK WITH: I work with B2B SaaS companies who have a brilliant product that's struggling to fulfil it's potential. My best clients are technical teams who need design support, or product teams who require additional resources, coaching and better processes.

✅ WHAT OTHERS SAY: "Peter understands how to think from the perspective of a user and design applications and interfaces that work. He helped make our vision a reality, only better" - Josh Mora, CEO, Prepict

✅ HOW IT WORKS: If it's a good fit, I deliver a workshop and a product design sprint aligned to achieving your business objectives.

✅ READY TO TALK? Reach out to me here on LinkedIn to arrange an introductory call.

Visit www.useractive.io
Join my community of 8,000+ SaaS founders: www.facebook.com/groups/saasfoundersnetwork/
Come to my next event: local.saastock.com/barcelona/

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Joe Wheatley

Peter Loving

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