🍪 Claudiu Jojatu

Head of Strategy | Co-founder

B2B SaaS growth isn’t magic. It’s strategy, systems, knowing where to start from, and knowing what to fix first. That’s my game. I work with SaaS, tech, and software companies to build marketing and sales systems that actually fit their business:
- Funnels that take buyers from “never heard of you” to “ready to sign”
- Lead generation that brings in the right opportunities, not just more noise
- Demand generation that puts you in the conversation before the RFP drops

I’ve been doing this for over 20 years, blending creative campaigns with data-driven execution. I don’t push templates, shortcuts or BS. We look at your market, your competitors, your buyers, and your numbers, then build something that works for you.

If you want to talk about:

- Digital marketing strategy
- Growth strategy
- Marketing & sales funnels that convert without wasting time or budget
- Lead generation
- Demand generation
- Lead magnets
Send me a message. 

Let’s talk if you want your marketing to work harder without adding chaos.

CEO & Co-founder

TL;DR: Milk & Cookies Studio provides ethical digital marketing, lead generation & demand generation services for SaaS & Tech companies. 

We are MILK & COOKIES STUDIO and this is our way of saying we love smart, efficient & friendly work, that solves real business problems for B2B SaaS & tech companies through digital marketing strategy, lead generation & demand generation.

Our name is an extension of our work philosophy – efficiently create meaningful solutions for the “client – customer” duo, not for ourselves. 

We approach each problem with an open mind, curious spirit and zero preconceived ideas. Our aim isn’t to bill many hours on your project, but to discover and create the best solution to your most aching digital marketing and communication problems.

Hence, MILK & COOKIES. 
Let’s create value together.

So, I think giving every phase of your #ABM motion a fixed time box, agreed before the sprint begins and held to when that time is up, is what makes the difference between a campaign that starts generating (at least some) early results from one that improves indefinitely but never gets launched per se. 

Now, when the time runs out, the phase is over and the output is whatever the work generated in that window (obsiously given the initial time box was realistic). 

The discipline of stopping on a committed date is one of the few mechanism that closes the gap between a well-resourced #accountbasemarketing programme and one that stays in preparation one too many months.

A definition of done is a pre-committed description of the output that ends a phase of work at a decent level of quality that is good enough to allow you to learn and polish the final product based on real life feedback. 

Note: by no means I am not trying to promote the “almost good-enough” approach. I am just saying to launch faster and improve while getting feedback from your ICP. 

The quality judgment that governs most campaign preparation asks whether the campaign feels ready, and that question has no natural endpoint because feeling ready is a moving target. A definition of done replaces that judgment with a factual check: did the output match what the team committed to before the sprint began?

At the end of the day in an internationalization ABM campaign, every phase is structurally vulnerable to expansion. 

Account research can always go deeper: there is always one more hiring signal, one more funding event, one more buyer who joined the purchasing committee since the list was last updated, and messaging can always be refined for a sharper angle on the new geography or a tighter value proposition for the specific buyer persona.

The definition of done cuts through that expansion by setting the scope before the work begins. 

For example:

> Account research covers firmographics, two confirmed business triggers, and key hires in the buying committee, running for a fixed number of hours per account and producing whatever the time yields. 

> Messaging review gets two rounds, the sequence goes live on a committed date, and the quarter closes at ninety days with a retrospective that feeds the next sprint rather than a plan to keep running the same motion until the results move.

Start with the obejectives -> define the assumptions -> do the research -> define the project development plan -> ship it within the time constraints -> get feedback -> improve everything -> feed the next sprint -> iterate.

Please comment “NOTHING” to this post and I will not send you anything. #GrowthHacking

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Race car driver, Digital marketing strategist for tech startups, Not-there-yet billionaire

I almost commented something yesterday to the gaslighting of a small internet troll.

Thank god for the 5 minute rule I keep using.

Context: Someone triggered me. You probably know the type. Wrong, loud, and confident about anything.

So I did what I always do.

I clicked on the comment box and I started typing.

I said everything I wanted to say.

(I was not kind. I was not diplomatic. I was probably kind of right, but I was not kind.)

I left it in drafts. 5 minutes passed.

I reread it. I deleted it.

And the amazing thing is, I felt better. Not because I published it, but because I wrote it and got it out of the system. 

The brain doesn’t need the “post” button to process anger > it just needs the release. The “Drafts” section is for my sanity.

So I said what I needed to say. To myself. I cooled down. I moved on. The world is 0.00000000(0)1% less toxic today.

(The math checks out.)

Social media is already a dumpster fire most days. I refuse to be the person throwing more trash in it. Even when I am triggered. 

Especially when I am triggered.

The draft folder is the most underrated tool in social media human communication.

Use it. Or not. Whatever, your choice. 

Peace yo

As some of you can feel it, 97% of your LinkedIn feed is noise. The other 3% is your next customer posting right now, and you're missing it.

That’s why we built a curated feed to fix exactly this issue:
- upload your ICP list in GTM Brigade
- see only the posts from people who actually buy from you
- comment and build meaningful conversations

Commenting beats posting.
Because 1 smart comment placed on the right post builds more trust than 100 generic posts ever will.

This is the new way of doing social selling and a smarter way to build pipeline.

Drum rolls: GTM Brigade is live.

Try it for free here  - https://lnkd.in/dcdPYKCH

Maybe even drop a follow: GTM Brigade 

CC: Valentin Radu, Sorin Dumitrescu, Daniel Deaconu, Ovidiu Ionita

↳ Omniconvert: helping DTC + retailers grow using Data + AI + Experimentation

97% of the content in the LinkedIn feed is irrelevant. 
We replaced it with a custom feed that helped us close 4 deals worth $17K and add $95K in pipeline for Omniconvert in 2 months.

Here’s how we did it:

Before the experiment, our sales team used to scroll on LinkedIn for hours like everyone else, hoping to find something relevant.

Most days, we found nothing.
On some days, we commented on random posts.

But we had no strategy and zero tracking.

So we made a list of the exact e-commerce decision-makers we wanted to talk to and loaded those profiles into a curated feed.

Every morning, instead of scrolling through noise, we opened a feed that showed us only posts from those people.

This feed shows us only the posts published by our ICPs. No influencers, no ads, no engagement bait and no nonsense.

We commented on their posts every day and shared real insights in their conversations, not "great post" fluff.

Here's what happened:

Week 1 - nothing visible.
Week 3 - prospects started responding to our comments.
Week 6 - three prospects DM'd us. "I keep seeing your team everywhere." 
Week 8 - 4 deals closed + €95K in pipeline directly tied to those conversations in Hubspot.

LinkedIn works when you stop talking to everyone and start engaging only with the people who actually buy from you.

We didn't post more or run ads.
We just showed up on the right posts, at the right time, with the right message.

Today we're making this available to everyone.

GTM Brigade is live.

This is a polished custom LinkedIn feed that works through a Chrome extension for sales and marketing teams. You build your ICP list, see only their posts, and comment where it builds pipeline.

Aaaaand....

Because you were lucky to catch me in your non-custom feed....

Comment: GTM Brigade to get 7X more credits before signing up

Here's the link to sign up:

https://lnkd.in/dVvJPFBn

PS: you also get a nice Linkedin audit at the onboarding.

Deep-tech GTM growth struggles, many times, come from one place: their pitch is built around what the technology does today, not what it makes possible tomorrow.

From my experience, I think a better starting point is defining the market you want to generate value for, rather than searching for product-market fit that already exists. That means building the entire GTM around the future state your technology creates for clients. Understanding that future state deeply enough to articulate it better than the client can.

The shift is from "what our amazing technology does" to "what the technology enables." 

And, unfortunately, it's not just a simple messaging adjustment. It requires real understanding of the future state your technology creates for your client, at a level deep enough that you can articulate it better than they can.

Once you build your GTM around that, the technology you created stops being a set of features and starts being the path to somewhere the buyer actually wants to go. In two words: commercialisation potential.

So the real question: are you selling a vision of the future, objectives, value, or are you just describing what you built last year?

AI gets you to "okay" faster than anything before it. And in B2B, "okay" often looks impressive to the people signing off on budgets.

And in my opinion (d'oh, obviously it is my opinion, my wall), that's a conversation with a lot of potential for issues along the way.

Now, in the average / usual company, the people approving marketing spend are usually not marketers. They know what fast looks like and what cheap looks like. AI delivers both, so it gets approved.

What that approval process doesn't show is what happens 12-18-24-26 months later when your content sounds identical to every competitor in the category. Your audience stops paying attention, one post at a time. And by the time it shows up in the growth numbers, nobody connects it back to the content decisions made a year earlier.

A lot of leaders were already looking for a reason to do less on marketing. AI gave them a respectable way to do exactly that. The AI tools made this affordable.

Again, in my personal opinion, because opinions cannot be other than personal, the companies that will look different and perform in a few years are the ones where someone in the room actually cares, knows the difference between fast and good, and has the influence to act on it.

There aren't many of them, currently. And maybe this is a good thing.

Or maybe I am completely wrong. I do not have a universal truth whatsoever.

You should never rely on marketing gut feeling. Chasing random campaigns or tactics generates inconsistent results, and many B2B tech marketing teams know this. 

They do it anyway.

Here are three problems we see repeatedly, and what actually fixes them.

Problem 1: Many B2B tech companies have a pipeline that swings between feast and famine, making accurate forecasting impossible.

The fix is building a full-funnel content and demand generation system tied to revenue goals from day one. You start at the bottom of the funnel and work upward. You define how many closed deals you need, then reverse-engineer the number of opportunities, qualified leads, and top-of-funnel visitors required to hit that number. When you know your conversion rates at each stage, you stop guessing what to produce and how much to spend. Forecasting becomes a math exercise, not a mood.

Problem 2: Without clear data, budgets get spent on disconnected tactics that do not deliver measurable ROI.

The fix is tracking infrastructure built before campaigns launch. Every content asset, landing page, and channel needs a unique tracking path. You assign a team member to monitor analytics daily and review the full campaign performance monthly. When you can see which asset produced which lead and which deal, budget decisions become easier. You stop spending on what looks good and start spending on what works.

Problem 3: Companies lack a structured framework to scale marketing efforts and turn prospects into loyal customers.

The fix is a content lifecycle strategy mapped to the full buying journey, top to middle to bottom. Prospects spend a significant amount of time researching on their own before talking to anyone on your team. If you only produce bottom-of-funnel content, you are invisible during that research phase. When you show up across the entire journey with content that addresses real questions at each stage, prospects arrive at a sales conversation already educated and already trusting you. 

That makes closing faster and cheaper.

The common thread across all three is the same: data replaces assumptions, structure replaces improvisation, and marketing starts contributing to revenue in a way that can be measured and repeated.

How are you ensuring predictability in your B2B tech marketing efforts today?

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