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

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.

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

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

How to reach out with REAL relevance (not fake relevance) - event software example

1 / Scrape list in Apollo
Event managers, 200-500 employees, US, B2B. Export top 3 people per company.

2 / Build relevance query in Freckle / Clay
Import list, validate emails. Categorize company type (corporate, venue, event planner, education). Scan all events (last month through 2026). Identify which event is top of mind right now. Determine timing: recent (reflecting), current (executing), near-term (planning 30-90 days), or post-90 days.

3 / Validate outputs
Check event names are real and correctly timed. Verify event is flagship and relevant to buyer persona. Update prompts if outputs are off.

4 / Filter out bad leads
Filter out low relevance matches. Keep only verified flagship events where person has vested interest (metrics, responsibilities).

5 / Export as segmented lists
Segment lists, filtering by category and timing e.g. corporate vs education and recent event vs upcoming event. Export segmented lists.

6 / Reach out with relevant messaging
Run a separate campaign for each sub-list, for example:

- Recent event: "Saw you ran {{eventName}}  last month. How’d it go?"
- Current event: "See you’re in the middle of running {{eventName}} - will make this quick."
- Near-term event: "Bet you're ramping up for {{eventName}}  right now?"
- Event in 90+ days: "Big events lined up this year like {{eventName}} in {{eventMonth}} ."

Result: Now you have a real reason to reach out based on what's actually top of mind right now → higher response rates + more trust

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

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)

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.

Building SuperLegal's top 100 prospects in 10 minutes:

1 / What they do
Contract lifecycle management software. Legal creates templates so sales, marketing, finance can send agreements without waiting for approval. Legal stops being the bottleneck. Less manual, more strategic work instead.

2 / Define ICP by analyzing best customers
Even distribution 51-10,000+ employees, 82% US-focused, 39% software/data/tech, 17% manufacturing/industrial/energy

3 / Identify buyer personas
Chief Legal Officer, General Counsel, VP/Director/Head of Legal (decision makers) + Legal Ops Manager, Contracts Manager, Senior Counsel, Paralegals (champions). Finance approves budget.

4 / Identify key signals
Hiring for CLO/General Counsel/Head of Legal, hiring for Legal Ops Manager, growing legal team (2+ roles open), rapid growth, new office/region, post Series B/C funding, M&A activity, using competitors (Ironclad, Duro), complaining about legal workload on LinkedIn, Glassdoor reviews mentioning overwhelmed legal team

5 / Find leads in Apollo
Filter by legal decision maker titles, US location, US company, 51-10,000 employees, layer on hiring + rapid growth signals

6 / Import to Freckle / Clay
Export lists from Apollo, combine lists using Claude, import to Freckle/Clay

7 / Validate emails

8 / Enrich with phone numbers

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

10 / Build messaging
Rapid growth: "More people = more contracts. How's legal handling volume? Are they the bottleneck between teams?" / Hiring: "What tools will your new legal manager have to manage contracts efficiently?"

Result: 83 verified legal decision-makers ready for multichannel outreach to drive SuperLegal sales

Stealth Startup

Working on a new SaaS product for small businesses. More to share soon.

RingBoost

As the former COO of RingBoost, I drove strategic growth, operational efficiency, and revenue expansion across all business functions. I led cross-functional teams in sales, marketing, customer service, and technology, optimizing workflows and enhancing customer engagement.

My leadership was pivotal in developing data-driven strategies that improved market share, scalability, and brand positioning in the telecom and vanity number industry. I was responsible for forging high-value partnerships, negotiating vendor contracts, and implementing digital transformation initiatives, including AI-driven innovations to elevate customer experience.

Through a strong focus on performance analysis and KPI tracking, I ensured alignment with company goals and fostered long-term success. My ability to execute go-to-market strategies for intellectual property products further contributed to robust customer acquisition and sustainable revenue growth.

+++

RingBoost is a telecom, tech, and marketing eCommerce platform specializing in custom phone numbers, branding, and business communication solutions, enabling businesses to search, purchase, and manage premium numbers and services online.

Progressed through five promotions during my tenure, advancing from General Manager to Chief Operating Officer.

Chief Operating Officer (COO)

Senior Vice President

Vice President Operations

Director of Operations

General Manager

𝗛𝗲𝘆, 𝗜’𝗺 𝗥𝗶𝗰𝗸 👋
I'm working on a B2B SaaS product and enjoying the challenge of figuring things out.
What fascinates me is how much more efficiently people can work with the right tools.

𝗕𝗮𝗰𝗸𝗴𝗿𝗼𝘂𝗻𝗱: Ex-COO who led operations, partnerships, and revenue strategy through multiple phases of company growth. Always focused on making things work better and more efficiently.

𝗖𝗼𝗿𝗲 𝘀𝘁𝗿𝗲𝗻𝗴𝘁𝗵𝘀: Revenue optimization, operational automation, team leadership, strategic partnerships, and turning complex challenges into scalable systems.
Skills: Operations leadership • Revenue strategy • Partnership development • Process automation • Team building • Performance management • Growth strategy • Pricing optimization • Cross-functional leadership • Systems design • Product strategy • Go-to-market planning

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