NB Marketing

I partner with B2B companies to build and execute GTM programs that drive real pipeline and revenue. That includes:

- Running full-scale webinar and virtual event programs, from strategy to follow-up

- Leading in-person field events, pre-event outreach, onsite support, and post-event reporting

- Building ABM programs from the ground up or improving what’s already running

- Creating influencer and creator strategies tied directly to pipeline goals

- Supporting demand gen and content strategy across the funnel

- Reporting on performance and helping teams understand what’s working (and what’s not)

- Acting as a brand evangelist at events, on podcasts, and across LinkedIn

- Helping founders and teams grow their personal brands to drive real business impact

This isn’t a one-size-fits-all model.

Some clients bring me in to lead one area. Others tap into multiple. I flex based on what will move the needle the fastest.

Founder

Reachdesk

Events & ABM

Navattic

I play an important role in shaping their B2B marketing and Go-to-Market strategies, which laid the foundation for my work at TACK.

Key Contributions:

→ Developed GTM Strategies: Helped design and implement Go-to-Market that drive growth and customer engagement.

→ Optimized B2B Marketing Efforts: Advised on B2B marketing campaigns, leading to improved lead generation and conversion rates.

Marketing Advisor

Limelight

B2B Creators should be able to monetize their offerings more easily.

And with Limelight, now they can :)

Advisor

Underscore VC

Underscore Core Community member serving as a valued advisor to Underscore portfolio companies.

Core Partner

TACK

I co-founded TACK with a mission to revolutionize Go-to-Market strategies by putting people first. 

Our approach is designed to modernize how businesses connect with their audience, ensuring every interaction is human-centric and impactful. 

Here’s how we’re making a difference:

→ Created a seven-step approach that shifts companies from a company-first to a People-first strategy.

→ Built and Scaled TACK’s Three Pillars:

TACK Network: A GTM media network producing original content and authentic stories to support the brightest minds in B2B Go-to-Market.

TACK Insider: A membership community offering marketers and entrepreneurs access to hundreds of resources, weekly masterclasses, and personalized coaching.

TACK GTM: An on-demand services firm that partners with CEOs, Founders, and Marketing Leaders to design and implement People-first GTM strategies, driving growth and revenue.

Chief Customer Officer & Co-Founder

The Anonymous Marketer Podcast

This is The Anonymous Marketer. A podcast where we tackle the 
biggest questions from the B2B marketing community. 

But instead of bringing on guests for a quick chat, every question 
comes from an anonymous source. 

These are the questions B2B marketers have but are afraid to 
ask.

Let’s start the conversation.

Host

Airmeet

Senior Director of ELG (Event-Led Growth) & Evangelism

Alyce

Director of Evangelism & Customer Marketing

Director of Field, Community, and Partner Marketing

Director of ABM

Goldcast

Strategic Advisor

Generic GTM is dead → Go to my featured section for actionable GTM insights and elevate your marketing game 🔥| Co-Founder of TACK | Creating the category of People-first GTM 👥| 13+ Years in B2B Marketing 📈

I help B2B companies build go-to-market strategies that prioritize real connection because relationships, not just reach, drive growth.

After 14 years in B2B marketing, I’ve led field marketing, demand gen, community, and influencer programs. I know what works, what doesn’t, and what’s changed.

Too many companies still treat buyers like leads. That’s not how modern GTM works.

I’ve helped 35+ B2B brands shift from transactional tactics to connection-driven growth, building scalable strategies, launching communities, running 30+ webinars, and rolling out on-demand models that replaced bloated in-house teams.

Today, I work directly with brands, founders, and marketers to build go-to-market engines that scale—without the spam.

What I do:
→ Build integrated campaign strategies that drive pipeline
→ Coach creators and brands on influencer marketing
→ Design community-led and field programs that actually work
→ Speak on GTM, content, and creator-led growth
→ Act as a fractional marketing leader or advisor

📚 Author of B2B Influencer Marketing: Work With Creators to Generate Authentic and Effective Marketing (Kogan Page, 2025)

👋 Let’s work together: DM me or visit https://linktr.ee/NickBMarketing

Got my royalty statement today.

Turns out I’ve made a grand total of $782.50 from my book so far.

(Or, as I now call it: “Author money that covers exactly one grocery run.” Think I'm kidding groceries are expensive AF for a family of 5)

167 copies. 6 months. That’s what B2B Influencer Marketing has done since launch.

And I’m genuinely pumped.

Because I never wrote this book to make money.

I wrote it to make movement.

➜ Movement in how we think about influencer marketing in B2B
 ➜ Movement in how we treat creators as partners...not placements

And the results?

It opened doors

1.) Speaking invites. Guest spots. DMs from people I’ve followed for years. It’s wild.

2.) It brought clients. People read it. They resonated. And then they reached out. No cold pitch needed.

3.) It gave me leverage. Now when someone says “How do I even start an influencer program?” I don’t explain it...I just hand them the book.

4.) It helped me sharpen my POV. Writing forced clarity. Not just for others, but for me. And that’s been massive.

5.) It built quiet, lasting credibility. Books have shelf lives. And it turns out… so does trust. This has helped me earn both.

So yeah...$782 isn’t a flex.

But the relationships, reach, and reputation?

That’s ROI you can’t buy.

Thinking of writing a book?

Do it.

But don’t count copies.

Count opportunities.

P.S. Using this pic because apparently only 4 are left in stock. Go buy it so I can hit $800 next statement 😂

Nick Bennett

B2B Marketing Leader & Advisor | Author | GTM, ABM, and Events That Actually Convert

We ranked #1 for "best sales CRMs."

Not second. Not buried on page two.

First.

And still, ChatGPT gave an answer...But skipped us completely.

No brand mention. No link. No click. Just silence.

I honestly thought our SEO was working. We were checking all the usual boxes.

Traffic looked stable. The team felt good about the numbers.

But something felt off.

Leads were slowing down. Conversions were soft. And no one could tell me why.

So I started digging.

Turns out…our buyers weren’t Googling anymore. They were asking ChatGPT. Claude. Perplexity.

And we were invisible.

I wish I was exaggerating, but we ran a scan of 120 high-intent prompts.

We showed up in... maybe 7% of them. The rest? All our competitors.

Same questions. Same topics. But they got the mention. Not us.

We used a tool to figure out:

➜ What queries we should’ve shown up for
➜ Who took our place
➜ And how to get that visibility back

We rewrote content. Added authorship.Cleaned up how we structure things for AI tools.

It felt like guesswork at first.

But it worked.

45 days later:

✅ +13,600 visits/month
✅ +$58K/month in AI-driven pipeline

And the kicker?

We didn’t publish a single net-new blog post.

If you’re only tracking Google rankings…

You’re probably missing where your buyers actually are.

Want the tool we used?

Comment “AI tracking” and I’ll send it your way.

Brand partnership • B2B Marketing Leader & Advisor | Author | GTM, ABM, and Events That Actually Convert

Did LinkedIn just become Facebook Ads with a suit on?

I posted something this morning.

Right after, this popped up:

“Promote this post to reach more professionals and grow your influence.”

A “boost” button.

It felt like the moment Instagram stopped being about friends.

And started being about funnels.

Here’s what this means:

1.) Content isn’t king. Spend is.

Your best insight might get 12 likes. A boosted “7 morning habits” post will hit 75K impressions. Good content is optional. Cash isn’t.

2.) LinkedIn is chasing dopamine economics.

Creators don’t pay to reach buyers. They pay to reach people. It’s not about revenue. It’s about reach. This is a slot machine, not a pipeline.

3.) Organic isn’t dying, but it is getting harder.

LinkedIn needs ad dollars. Expect them to make your free reach feel worse over time. The same way Facebook did. The same way Instagram did.

4.) The real winners? SaaS growth teams.

They’ve been here before. They know how to weaponize distribution. Most creators don’t. They’ll complain while growth marketers quietly dominate.

5.) We’re watching a platform mid-identity crisis.

LinkedIn used to be a resume. Then a thought leadership feed. Now it’s becoming a performance channel. And no one knows who they are anymore.

If you’re only playing the organic game in 2025, good luck.

You’re competing with people willing to pay $6 CPMs to flood the feed.

Two of them. Same age. Same face. Same plan to kill me.

I used to think I got off easy.

My first daughter at two years old? Sweet. Calm. Barely needed a “no.”

Then came the twins.

Born on the same day. But now?

Both must’ve signed a blood pact in the last week or so for their terrible twos. 

Because they’ve flipped.

And I mean flipped.

➜ They ride scooters like they’re training for the toddler X Games
➜ They grab them from the shed, sprint into the driveway (or like the video go into random other driveways that aren’t ours haha 🫣)
➜ Don’t check for cars, don’t respond to yells
➜ Just straight up bolt across the street, laughing like Bond villains

Yes, I’m grateful we live on a quiet street with very kind and considerate neighbors. 

No, that does not stop the heart attacks.

I chase. I yell. I beg.
They just go faster.

And when they stop?

They speak in that weird twin language.
The one only they understand.

I swear they’re plotting.

One distracts me.
The other climbs the kitchen table.

One cries fake tears.
The other steals my phone.

It’s synchronized sabotage.

The worst part?

They’re good at it.

Really good.

I know I’m outmatched.
I’ve read enough spy novels to know when I’m being outplayed.

So…

If you see a very tired guy sprinting down the street in socks, chasing two tiny people on scooters

That’s me.

And I’ve been defeated.

Send help. Or snacks.

Both would be nice.

When Navattic launched freemium, pipeline dropped 39%.

Not by accident.
Not because they fumbled the rollout.
Just… part of the deal.

I’ve seen this more times than I can count now. You roll out a freemium plan with the best intentions “let’s reduce friction, let people try it out, meet buyers where they are” and then boom:

➜ Demo requests tank
➜ Sales panics
➜ Pipeline nosedives

Navattic felt it hard:
31% drop in MQLs.
39% drop in pipeline.
All in the first 6 months.

You know what’s wild?

That’s actually a good sign.

Because it means people are trying the product. They’re just not raising their hand yet. They’re playing around. Kicking the tires. Maybe even ghosting… which sucks, but it’s also kinda expected when you first launch PLG.

What matters is what happens next.

And for Navattic, things turned.

Over the last 12 months:

➜ 37% of their inbound pipeline now comes from freemium
➜ Nearly half their closed-won revenue is influenced by freemium
➜ And in just the last 9 months, they’ve doubled inbound pipeline
➜ Plus, 1.8x’d freemium-influenced revenue

So yeah. It started rough.
But now? Freemium is the motion.

And the thing that made the difference wasn’t some magic onboarding trick. Or a viral product launch.

They just… stuck with it.

They gave it time.
They built out sales-assist.
They iterated. A lot.

They realized PQLs don’t just show up overnight. You’ve got to earn them. Shape the experience. Train your team to support in-app users the way they used to support demo leads.

I say all this because if you’re in the early days of your own freemium rollout, and things are looking grim…you’re not alone.

Most of the “freemium works!” posts skip this part.

But it’s real.

You’re not broken.
Your product’s not doomed.
You’re just in the messy middle.

Stick with it.

Most marketers get the 80/20 rule wrong.

They think it means:
“20% of your content drives 80% of the pipeline.”

That’s not what I said.

In Ep 4 of B2B Unscripted with Christian Dion, I broke down the real split we've used.

And it looks like this:

➜ 80% of our content is revenue-driven
➜ 20% is pure experimentation

Here’s what that actually means:

1.) The 80% is not up for debate. These are proven formats. Proven messages. Proven stories that move pipeline. We know they work because buyers tell us.

2.) The 20% is where we get weird. We try stuff that might flop. We test new hooks, new angles, new ideas. And most importantly, we do it without needing it to perform.

3.) The 80% pays the bills. We use it to drive leads. To support sales. To create leverage across the org. It’s not cute content. It’s content with a job.

4.) The 20% keeps us sharp. Every piece of content that eventually becomes part of our 80%? It starts in the 20. If you’re not experimenting, you’re getting stale.

5.) The mix is the moat. All 80%? You stagnate. All 20%? You never scale. The balance is what builds the machine.

You don’t need a viral moment.
You need a process.

And if your content strategy is still stuck on “let’s just be helpful,” you’ve already lost.

👉 Watch Ep 4 of B2B Unscripted here: https://lnkd.in/e-pQcr42

In the last 60 days:

➜ Revenue’s up 22%
➜ Content’s been landing with the right people again
➜ But I’m still open for what’s next

This is new for me.

Because for the last two years, my default state was urgency.
Every goal had to be hit faster.
Every win had to lead to the next one.
Every quiet moment felt like a problem to solve.

That mindset got me here, but it also wore me down.

So I started doing something radical:

Not working more.
Not launching more.
Not even “optimizing” more.

Just slowing my thinking down.

→ Getting quieter before deciding anything big
→ Saying no to anything that felt like noise
→ Removing 20% of the “stuff” from my strategy that added 0% to outcomes

The results?

Better clients. Better content. Better headspace.

There’s this idea that faster = better.

But in the last 60 days, the biggest unlock hasn’t been speed.

It’s been subtraction.

PS – Just wrapped a client project and have room to take on one more. If you need help with GTM, content, events, or brand strategy (and want actual pipeline impact)…

I’d love to talk.

Most personal brands are noise.

People post for the dopamine.
The attention.
The likes.

And it works.
Kinda.

Until they realize their Stripe balance still looks like it’s on vacation.
And nobody replies to their inbound “leads.”
Because here’s the truth:

➜ Likes are loud.
➜ Reputation is quiet.
➜ Only one pays the bills.

We mix them up.
All the time.

Here’s what that looks like:

1. You’re performing, not proving. 

If your content sounds like a pitch, feels like a pitch, and looks like a pitch…
It’s not building reputation.
It’s building fatigue.

People will like it.
But they won’t buy from it.

You’ll be “top of mind” for every trend.
And bottom of the list when they need help.

2. You’re creating for strangers, not buyers

If you’re chasing virality, you’re writing for an algorithm.
But algorithms don’t hire consultants.
Or buy software.

The people who pay your bills are rarely the ones hyping your posts.

Reputation means you’re trusted by the right 50.
Not celebrated by the wrong 5,000.

3. You’re sharing wins, not wisdom

A personal brand is built on personality.
But reputation is built on proof.

You don’t get paid to be inspirational.
You get paid to be useful.

There’s a big difference between “that was a great post”
and “I sent your post to my team.”

4. You’re loud early, then vanish late

Reputation compounds.
But only if you stay visible after the lights are off.

That’s when trust is earned.
When you’re still showing up.

Still writing.
Still delivering.
Even when your reach is down and the feedback is flat.

Anyone can look like an expert during growth season.
Only a few prove it during the drought.

5. You’re selling a story. Not a solution.

This one stings a bit.

But if your personal brand is built on vibes, wins, or aesthetics…
That’s a resume.
Not a reputation.

You don’t need more people “getting inspired.”
You need more people getting value.

Personal brand ≠ reputation

One gets you engagement.
The other gets you wired money.

Stop building an audience.
Start building trust.

This field is beautiful.
But what makes it special isn’t the view.
It’s the people on it.

My teammates. My friends.

I’ve been out all year recovering from ACL surgery.
Watching from the sidelines.
Feeling like an outsider in the game I love.

But today felt different.
I threw a bullpen.
I hit infield/outfield.
I hyped the crap out of our team.

And for the first time in a long time… I felt normal.

That’s what I’ll remember most about this season.
Not the frustration of being out.
But the moments where my friends pulled me back in.

This was my last game on the sidelines.
Next year, I’ll be back in the lineup.

And I won’t just be the same player I was before.
I’ll be the one who knows what it’s like to lose the game you love… and fight for it back.

Sometimes the setback is the best part of the story.

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