Ali Yildirim

Understory

The premier end-to-end growth partner for B2B technology firms. Increase your revenue per employee by optimizing your GTM engine. 

Services Offered:
1. Hyper targeted cold email and CRM enrichment (featuring bespoke clay.com builds) One of the top Claygencies in the world. 
2. End to end strategic paid social management 
3. End to end strategic paid search management 
4. Clay.com implementations and consultations 
5. Hyper targeted social outbound campaigns 
6. Graphic design

Get in touch!

Co-Founder and CEO

metadata.io

Senior Performance Marketing Strategist

Senior Advertising Operations Analyst

Metadata's AI creates a custom, closed-loop demand generation engine.

Advertising Operations Analyst

Crisp Video Group

Recently recognized on the 2019 Inc. 500 (Top 10% of the Fastest Growing Private Companies in the U.S.), as well as Atlanta's Top 100 Fastest Growing Private Companies (2019, 2018, 2017, 2016) & Atlanta's Best Places to Work, Crisp creates media that sizzles on the screen, igniting your brand’s potential. 

Simply put, our team produces slick videos that clients love and customers share.

We’ve been fortunate to work with a variety of industry-leading brands and businesses. From corporate clients such as Coca-Cola, Audi, Verizon, Coldwell Banker, RedBull, and LivingSocial to industries such as legal, medical and dental, we tailor our concept and execution to the needs of each project, taking into account timeline, audience, budget and distribution. Learn more at: http://www.crispvideo.com.

Crisp Video provides national video production and marketing services using a method they developed for telling your law firm's story in a way that creates an emotional appeal while sharing what separates you from a sea of competitors. They provide premium legal video marketing for attorneys and law firms that simply want the best. 

INDUSTRIES:
■	Legal
■	Tech
■	Financial
■	Dental
■	Medical
■	Economic Development
■	Real Estate
■	Non-Profit
■	and more!

LEGAL VIDEO MARKETING
Our legal video marketing division produces high-quality and engaging legal videos for attorneys and law firms all over the country. We help lawyers and law firms get noticed, build their brand, and attract better clients & cases.

Attorneys who produce videos with Crisp Video see an average return on investment of 300% and a 2-10X increase in their average case value.

We have been featured in Forbes, ABA, Avvo, PILMMA, The Wall Street Journal, Attorney at Work, and numerous other publications. Learn more: http://www.crispvideo.com/.

Marketing Assistant

CEO and Co-Founder @ Understory

I run Understory with my co-founder Alex. 

We excel in strategizing and executing multi-channel sales and marketing campaigns focusing specifically on paid media, cold email, LinkedIn outreach, and graphic design for B2B SaaS companies.

Always open for new connections/conversations. Don't hesitate to reach out.

Chief Executive Officer

Wrapping up an incredible week in San Francisco.

The Sculpt Clay event on Wednesday was unreal. Hundreds of people from all over the world descended on SF for this thing. Met folks who flew in from India, Berlin, and everywhere in between just for 48 hours. Some were locals who'd been waiting months for this moment.

What struck me most was seeing GTMe, revops, and lead gen agencies all in one room. Usually these groups operate separately, but Clay has this unique way of bringing everyone together around data and workflows. The energy was unreal.

We also hosted a breakfast yesterday with partners and clients. Great to connect with the teams at HeyReach.io, Monograph, GrowthX AI, Hyperbound, HockeyStack, Wiza, and others. Truly grateful to be working with such influential companies that push the entire space forward. 

The week was jam packed with back-to-back client meetings, but that's the reality when you're only in town for a few days. Every conversation was valuable. 

Now I'm heading home tomorrow and ready to lock in on everything we learned. The best part about these trips isn't just the meetings. It's the momentum you bring back with you.

SF always delivers! Until next time.

Ali Yildirim🌲

We are STILL hiring! If you are interested in or know anyone who might be a fit for the following roles please send me a message:

1. Paid Media Operations - Someone who is well versed in google tag manager, can create dashboards using Looker and Porter Metrics, and interested in implementing AI as it relates to paid media.

2. Paid Social Strategists - Preference for B2B Meta ads specialists but plenty of LinkedIn + Reddit work to do!

3. Paid Search Strategists - Partner directly with Chris Chambers🌲 to drive client search campaigns forward.

4. B2B Ad Graphic Designers - Create eye-catching, conversion-focused visuals using the latest design tech.

We’re on the front edge of technology and paid ads. If you want to level up your skills while working at a company that actually invests in your professional growth, we’d love to hear from you.

We relaunched LinkedIn, Meta, and YouTube ads with Adam Robinson and RB2B back in April and in the last 30 days we've driven 148 sign ups just using Meta.

THE GOOD:

1. Cost per sign up is healthy and trending down. In the last 30 days we're down over 10% for a cost of a sign up. Some ads as low as sub $20.
2. Trends in terms of creative performance are starting to emerge. I'll share our top performing Meta ad in the comments.
3. We're finally starting to get some good (or bad depending on how you look at it 😂) comments.

THE BAD:

1. Conversion from trial start to install isn't good. The majority of the sign ups have been just that, sign ups.
2. The ones who have installed aren't converting to paid customers yet.

THE SOLUTION:

The issue isn't the ads. It's the conversion event we're optimizing for.

Right now we're optimizing for trial starts, which Meta's algorithm has gotten really good at finding. But trial starts don't equal revenue. We need to optimize for script installs instead.

Here's what we're doing about it:

We're implementing conversion API tracking to capture when users actually install the RB2B script on their site. This deeper funnel event will train Meta's algorithm to find people who don't just sign up, but actually implement the product.

The broad targeting campaign we launched last week is already showing promise at $21 CPAs. Once we layer in this new conversion event, we should start seeing those sign ups turn into real revenue.

Bottom line: Sometimes the problem isn't getting more sign ups. It's getting the right sign ups. And that starts with telling your ad platform what "right" actually means.

Friday gratitude hits different when you're surrounded by people who actually give a damn.

Naufal, Chris, Ana. You three show up every single day with the kind of dedication that makes building something from scratch feel possible. And Alex, my co-founder and best friend, watching what we've built together grow from an idea into something real never gets old.

We work with cutting edge technology. We partner with companies that push us to be better. But what really caught me off guard last week in SF was meeting our competitors face to face. You expect tension, maybe some awkward small talk. Instead, I found myself in conversations with people who genuinely want to see the whole industry rise. They share insights. They celebrate wins that aren't theirs. They compete hard but support harder.

This space we're in, the tools we build with, the problems we solve together, they matter because we're all trying to help companies grow and scale. And doing that work alongside people who care about the craft as much as the outcome makes every challenge worth tackling.

Not bad for a Friday.

Just released our recording with Atul Raghunathan and Sriharsha Guduguntla from Hyperbound. We've been holding this one since recording it last month, waiting for their Series A announcement last week. One of the most fascinating founder stories we've captured.

If you want the full recording, click the link in the comments. But here are the top moments for me:

The pivot that changed everything: They were originally building an AI SDR tool. To validate it, they sent thousands of manual LinkedIn messages (zero automation) to book user interviews. But they struggled with sales calls, so they built a practice AI for themselves. At a conference, a CRO asked how two engineers learned to sell so quickly. When they showed him their practice tool, he said "Stop selling the SDR product. Sell THIS instead." (7:00)

The rejection that became their North Star: An investor told them their AI role play idea would never work. That Loom would crush them. They built it anyway and just raised $15M. (21:37)

Why they practice what they preach: Every discovery call they run feeds back into their own AI training. They still do 9 hours of user interviews weekly. After hitting seven figures in 11 months. (48:30)

The viral Adam Robinson bot: They built an AI version of Adam that could actually get angry and hang up on you. It exploded on LinkedIn and booked out their sales calendar for three weeks straight. (16:00)

Oh, and they met in high school choir. Now they're teaching AI to be brutal to salespeople because being nice doesn't close deals. (38:50)

There's just something special about talking to founders who've been grinding together for 14 years.

P.S. New episode drops next week and it's going to be 🔥 Can't wait to share our latest interview.

P.P.S. We've been working with Hyperbound on their paid media campaigns for a while now. Grateful to be part of their journey.

Link in comments 👇

Massive congrats to our friends and partners at Hyperbound for closing their $15M Series A.

Working with Sriharsha, Atul, Josh, Mia and the team has been incredible. They've built something special in a space that desperately needs innovation.

Sales training has been broken for years. Most reps spend months ramping up, burning through leads, before they can actually sell. Hyperbound fixes that by giving reps a way to really practice without real-world consequences.

The traction speaks for itself.

Can't wait to see what they build next! If the past year is any indication, it's going to be something special.

We're hosting a private GTM breakfast in SF on 9/18 with GrowthX AI.

This isn't your typical networking event. We're bringing together a small group of GTM leaders who are actually building revenue engines that scale.

If you're local to SF or coming in for Sculpt, this is your chance to connect with operators who are solving the same growth challenges you face every day.

Space is intentionally limited to keep conversations meaningful. We've helped some of the best SaaS companies build predictable growth engines, and we're sharing exactly how we do it.

Interested? Shoot me a DM!

Every time Chris runs a Google Ads audit, it's a masterclass in spotting what everyone else misses. Here's what we uncovered in his latest ad account audit:

The Conversion Chaos

The account tracked every lifecycle stage: MQLs, SQLs, Opportunities, Customers. All set as primary conversions. The problem? Google treats them all equally. A whitepaper download gets the same weight as a signed contract.

They'd even set up conversion values correctly, back-calculated from customer lifetime value. But campaigns used "maximize conversions" instead of "maximize conversion value." Google ignored the values entirely.

The fix: Pick one conversion action. Start with MQLs for volume, move down-funnel as data grows. Use portfolio bid strategies to share learnings across campaigns.

The Performance Max Problem

Twenty-four campaigns were running simultaneously, with each one getting insufficient data. Performance Max needs 50-100 monthly conversions to work properly. Split across 24 campaigns, none had enough signals to optimize effectively.

Auto-created assets were also enabled, letting Google rewrite copy and redirect traffic to unintended pages. The branded Performance Max campaign was spending on searches they'd likely win organically.

Consolidating to 3-4 campaigns would provide enough data for each. Turning off auto-created assets would maintain control over messaging. The branded campaign could be minimized or converted to search.

Why This Matters

Search campaigns had solid structure but operated in silos. Customer exclusion lists needed verification. Negative keywords needed updates. Small details compounding into big problems.

Too many campaigns, confused algorithms, automation running wild. The foundations were solid. The execution created its own problems.

Most accounts fail this way. Not from bad strategy, but from letting platform defaults run the show. The algorithm is powerful with clear constraints. Chaos without them.

If your Google Ads performance is volatile or costs keep climbing, these same issues might be hiding in your account.

Want an audit that actually finds what's broken? DM me.

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