House Group

Content-led marketing partner for B2B SaaS

Co-Founder / CEO

Freelance marketing consultant for various tech startups like Flex Digital, Newicon, and more.

Freelance Marketer

MASS

Analyst working on defence projects in collaboration with US Gov and Applied Physics Laboratory.

Analyst

Engineer across design, construction, commissioning and operations.

Engineer

Designed websites, brochures, pitch decks and small web applications for local businesses.

Freelance Designer

CEO @ Conversion House 🏠 | On-demand design for small SaaS marketing teams so they can launch faster, position better and convert more.

How good is your content - really?

If your answer is anything less than “exceptional,” you have a big problem. Here’s why.

1. Weak content = no reach, no engagement, no growth, no brand.

2. In-market buyers don’t engage. Out-of-market forget you exist.

3. VCs overlook companies that fail to impress. No interest or funding.

4. A-players avoid companies that have low perceived value.

We fix all that by making your content 10x better so you can grow your audience, generate leads,
attract investment and hire top talent 🚀

Want to learn more? Visit our website: https://www.thehousegroup.tech/

Ready to explore next steps? Book a disco call: https://calendly.com/the-house-group/disco-call

Looking for a video editor. DM or comment if interested.

Joe Wheatley

Founder @ Demand House 🏠 Demand generation for SaaS/AI

10 lessons from our trip to SF 👇 

1. Don’t put anyone on a pedestal. No one has it all figured out. (If they say they do, they’re lying - or they're delusional.)
2. Double down on your strengths. The market doesn't reward generalists.
3. First impressions matter.
4. Attention to detail matters.
5. Attention is the new currency. Reward with more, punish with less.
6. Never stop stacking.
7. Lead with value. Always.
8. Consistency + quality wins
9. Be human. Laugh more.
10. Be curious. It will lead you to interesting places. Always.

And finally, be grateful. The SF street reality will remind you how lucky we are to have food, shelter, and family.

Meet Festus Seiwoh

Festus is a sales assassin and entrepreneur.

And in this clip, Festus talks about his top sales tips for SDRs and AEs.

If you want to learn more, watch the full podcast episode here: https://lnkd.in/ehE2V2c5

And make sure to connect with Festus here: https://lnkd.in/engHdaww

Founder @ Demand House 🏠 Viral-worthy content for SaaS/AI

Stop caring about follower count. Instead...

1. Find ICP
2. Connect with them
3. Give value over and over

Every interaction matters. 

Quality eats volume for breakfast.

Founder @ House Group 🏠 Demand gen & capture for SaaS/AI

There are only 8 LinkedIn content categories you need to:

- Generate warm leads
- Generate hot inbound
- Build your brand and distribution moats

5 ORGANIC CATEGORIES
1 / Viral Growth
𝗚𝗼𝗮𝗹: Go viral in your vertical / horizontal or with ICA (who depends on specific goal)
𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗧𝘆𝗽𝗲𝘀: 
- Edutainment (think Wolf of Wallstreet video by Tycho Luijten)
- Founder POV / thought leader (polarizing, 10x value, think Adam Robinson, video is powerful)
- Lead magnet (10x value, video teaser of resource)
𝗙𝗿𝗲𝗾𝘂𝗲𝗻𝗰𝘆: 1-3 / month

2 / Trust
𝗚𝗼𝗮𝗹: Build trust with ICP / ICA
𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗧𝘆𝗽𝗲𝘀:
- Case study (before, after, testimonial, carousel)
- Testimonials (before, after, infographic)
- Building in Public (metrics, vulnerability, challenges, text-only or photo of founder)
𝗙𝗿𝗲𝗾𝘂𝗲𝗻𝗰𝘆: 1-2 / week

3 / Value
𝗚𝗼𝗮𝗹: Give 10x value to ICA
𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗧𝘆𝗽𝗲𝘀:
- Founder talking head (tutorials, insights, 10x value, video media)
- Building in Public (insights on overcoming bottlenecks, text-only or photo of founder)
- Process / tools / frameworks (10x value, infographics)
𝗙𝗿𝗲𝗾𝘂𝗲𝗻𝗰𝘆: 2 / week

4 / Authority
𝗚𝗼𝗮𝗹: Build authority in your niche
Content Types:
- Podcast clips (as host or guest, media is short videos)
- Partnerships / collaborations (content / video / images with other leaders in your niche)
𝗙𝗿𝗲𝗾𝘂𝗲𝗻𝗰𝘆: 1 / week

5 / Conversion
𝗚𝗼𝗮𝗹: Convert ICA when the timing is right (use sparingly)
𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗧𝘆𝗽𝗲𝘀:
- Personal or customer story (share before-after-bridge where bridge is your product / service, usually photo of customer or founder, add CTA to sign up / book a call)
𝗙𝗿𝗲𝗾𝘂𝗲𝗻𝗰𝘆: 1-2 / month

3 PAID CATEGORIES
1 / Awareness Ad
𝗚𝗼𝗮𝗹: Go viral in your vertical / horizontal or with ICA (who depends on specific goal)
𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲: Vertical / horizontal / ICA
𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗧𝘆𝗽𝗲𝘀:
- Same as viral growth (organic)
𝗦𝗼𝘂𝗿𝗰𝗲: Organic, ad-boosted

2 / Lead Ad
𝗚𝗼𝗮𝗹: ICA lead magnet signups
𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲: In-market and out-of-market ICA
𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗧𝘆𝗽𝗲: Scripted video focused on before-after-bridge where bridge is the resource
𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗦𝗼𝘂𝗿𝗰𝗲: Ad-made

3 / Conversion Ad
𝗚𝗼𝗮𝗹: ICA conversions (signups, demos, etc)
𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲: In-market ICA only
𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗧𝘆𝗽𝗲: Scripted video focused on before-after-bridge where bridge is the product
𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗦𝗼𝘂𝗿𝗰𝗲: Ad-made

SUMMARY
Treat organic as your foundation and paid as your booster.
If the foundation is shaky, focus on organic.
If the foundation is strong, start boosting with ads.

What content shoots for a $5M ARR SaaS really look like (behind the scenes)

Here's our LinkedIn Allbound Playbook you can COPY to grow your biz in 90 days (warm leads today, brand and distribution moats tomorrow)

90-Day LinkedIn Allbound Playbook

First video from SF shoot delivered to client 1 ($5M ARR SaaS). Great feedback so far.

Client 2 ($6M ARR SaaS) will be delivered by end of week.

Client 3 ($1M ARR SaaS) next week.

P.S. Big thanks to my partner Mat who is making it happen on the editing side (and is having a break from LinkedIn to preserve his creative juices).

This critical factor determines whether sales is an uphill battle 🧗 or a downhill glide ⛷️ 

And that one thing is 🥁🥁🥁

Content.

Here's why👇

But first some definitions...

1️⃣ There are 3 lead stages
1. Cold
2. Warm
3. Hot

2️⃣ And 3 key sales functions
1 / Business Development
- Managed by BDRs
- Their job is to find, qualify and nurture cold leads so they go from cold to warm
- Their job is to send sales-ready leads to AEs to close

2 / Sales Development
- Managed by SDRs
- Their job is to find warm leads and reach out to them to gauge intent
- Their goal is to deliver the hottest leads to AEs to close

3 / Sales
- Managed by AEs
- Their job is to work the leads sent over by SDRs and BDRs
- Their goal is to close

3️⃣ Lead Tiering
This measures ICP-fit.

1 / Tier 1 - Perfect ICP Fit

2/ Tier 2 - Acceptable ICP Fit

3 / Tier 3 - Poor ICP Fit

As you can imagine, it's best to prioritize Tier 1, then Tier 2 leads.

4️⃣ Lead Scoring
This is the level of engagement / interest a prospect has. It's a score between 0 to 100.

Now all those definitions are out the way, let's get to the good stuff.

5️⃣ The Role of Content in Sales

1 / Content Generates Warm Leads
10x content gets engagement signals:
- Likes
- Comments
- DMs
- Profile visits
- Website visits
- Website / lead magnet signups

The more signals, the higher the lead score (assuming it's a Tier 1 or 2 lead). 

2 / Content Generates Hot Inbound Messages
- Comments
- DMs
- Emails

Someone messages you showing a strong desire to work with you (again, assuming Tier 1 or 2)

3 / Content Generates Hot Inbound Calls
- Calls / demos via website
- Calls / demos via profile

You see a call booked in your calendar with form fields showing both strong ICP fit and a high desire to work with you.

6️⃣ The Wider Role of Content

- Content keeps you top of mind with out-of-market buyers
- Content delivers trust and value over time, which builds your brand moat
- Content builds your following and goodwill, which builds your distribution moat

7️⃣ Summary
Content is very f*cking important.

The skills required to make good SaaS content:

PRE-SHOOT
- Discovery
- Content Strategy
- Scriptwriting

DURING SHOOT
- Interviewing
- Videography / Sound / Lighting
- Social Skills
- Endurance

POST SHOOT
- Storytelling
- Editing
- QA

Production-quality is the icing (not the sponge)

If you lead with substance, you'll make great B2B content.

If you lead with production quality, you'll find yourself making flashy nonsense.

Substance-first, production-quality second.

Value / storytelling > polish

That being said, get both right and you'll act the part and look the part too (which leads to the best content).

The secrets to getting 10x clients 👇 

Be 10x better than everyone else (not 2x or 5x, but 10x)

This requires:
- Being honest with yourself (about what you're good at and not good at)
- Finding A-players with complementary skill-sets
- Never stopping (grit and determination)
- Patience, patience and more patience

Myself and Mat have now found a game we can be 10x better at than everyone else.

Now it's your job to do the same.

And jam hard.

Content coming soon.

Demand (gen vs capture) vs funnel stages (ToFu, MoFu, BoFu) vs awareness levels (problem unaware → most aware) - which model should you choose?

Learn the differences here, so you can pick the right model for the right situation.

Marketers often confuse demand generation and demand capture. They also confuse them with funnel stages (ToFu, MoFu, BoFu) and awareness stages (Probl

Open article: Demand Generation vs Capture (and how they differ from funnel stages and awareness levels) by Joe Wheatley • 2 min read

Demand Generation vs Capture (and how they differ from funnel stages and awareness levels)

Two very exciting podcast guests on 'On The House' this coming week.

1 / Bill Stathopoulos, CEO of SalesCaptain, 16k followers on LinkedIn

2 / Julius Göllner, Co-Founder & MD of ARRtist Circus, 24k followers on LinkedIn

Both of these guys are legends in their spaces.

Make sure to give them a follow.

1. Bill → https://lnkd.in/eCj4UaUj

2. Julius → https://lnkd.in/e4QWCD3r

Subscribe to the podcast here if you want access to the full versions as soon as they drop: https://lnkd.in/eYrmDqcU

If you’re comparing content ‘like for like’, you’re making a big mistake.

Here’s why 👇

→ Awareness posts - impressions, likes & comments matter
→ Authority posts - creating a parent–child dynamic is the goal
→ Social proof posts - trust with mid-funnel ICP is the aim
→ Conversion posts - timing, CTRs & conversions matter
→ Lead magnets - engagement + signups matter

👉 Judging content by the wrong metric is how most people lose.

Take our podcast:
→ Started this year
→ Almost 12 episodes on YouTube
→ <10 subscribers

If I measured success by YouTube subs or views, no one would come on.

But we chop clips and post to my 2.5k LinkedIn followers, so:

→ Bigger guests say yes
→ I get conversations I’d never access otherwise
→ I’m coached by people ahead of me
→ I expand my network and build goodwill by promoting others
→ I build authority in B2B marketing
→ I give back by sharing what I learn

A whole host of benefits - none of which show up in YouTube subs or views.

So my question to you is... Are you judging content by the wrong metrics?

It’s not as simple as 95% of buyers being out-of-market (demand gen) and 5% being in-market (demand capture).

There are actually three demand stages:

1 / 90% - Out-of-market (Demand Generation)
You can’t force B2B buyers. They buy when they're ready.
Be the first they think of when the need arises.
→ 𝗦𝗼𝗹𝘂𝘁𝗶𝗼𝗻: Create 10x better organic content and distribute it to where your ideal clients hang out.

2 / 7% - On the fence (Demand Activation)
Some buyers are close to buying and just need a nudge.
→ 𝗦𝗼𝗹𝘂𝘁𝗶𝗼𝗻: Use ads to target pain points and move them to a decision.
Note: 10x creative and precise targeting are key. Target the wrong stage and you'll just be overpaying for another touchpoint.

3 / 3% - In-market (Demand Capture)
These buyers are actively researching solutions.
→ 𝗦𝗼𝗹𝘂𝘁𝗶𝗼𝗻: Find out how they research and be the clear winner. This could mean ranking for high-intent keywords on Google or YouTube (through SEO or paid) or dominating review platforms. It all depends on your ICP, so speak to your customers to find out how.

𝗪𝗵𝗮𝘁 𝗡𝗼𝘄?
Identify the stage your bottleneck is at and act accordingly:
→ If demand gen is weak, make better organic content.
→ If activation is weak, improve ads and targeting.
→ If capture is weak, show up where your ICP researches solutions.

And remember: The 95/5 model misses the middle. The 90/7/3 model is more accurate.

Demand gen vs demand capture 👇

Demand gen is all about moving out-of-market buyers in-market.

Demand capture is all about moving in-market buyers to purchase.

It isn't any more complicated than that.

Meet Toni Hopponen

Toni is the Founder of LandingRabbit.

Landing Rabbit helps marketers and web teams create better landing page content, faster.

Paste in sales decks, call notes, product specs, or files, and turn them into on-brand landing pages in minutes.

They’ve just launched their Figma plugin (see ~02:08).

Previously, Toni was the Founder & CEO of Flockler (a social proof tool), which he exited in 2023.

🎥 Watch the full podcast here: https://lnkd.in/eSdTQD8n
🤝 Connect with Toni here: https://lnkd.in/e3VxSRem

Founder @LandingRabbit | Turn any text into marketing pages that help you sell

Copywriters: “My landing page texts sit in the design queue”. 

We are giving them the text to Figma import.


No, we are not replacing designers.

But (pending Figma’s approval), we are giving copywriters superpowers to create on-brand wireframes.

Wireframes that stakeholders have approved before design and dev work starts.

===

When we started interviewing marketers last year, Figma hardly ever came up.

We focused on building a beta that allows you to publish pages to Webflow.

===

But it all changed when marketing agencies started testing our beta a few months ago.

Word ⏩ Figma ⏩ Website

That’s the process they follow daily.

===

We are not asking agencies to change everything. 

They won’t.

But those willing to swap Word documents into a text editor that creates a wireframe in brand colours, we’ve got a match ❤️

===

Would you like to try LandingRabbit for your company? Connect and send me a DM. We’ll get you in as soon as Figma approves our work.

===

⏩ Skip the video to approx. 2:08 if you only want to see the Figma import 👇

12 Reasons Why Content Is Your Biggest Sales Lever 👇 

1° Generates Demand (Demand Gen)

2° Captures Demand (Demand Capture)

3° Generates Warm & Hot Leads

4° Builds Your Inbound Machine

5° Moves Prospects Through The Buyer's Journey

6° Positions You As An Authority

7° Makes You Stand Out (Be The Purple Cow)

8° Builds Your Brand Moat

9° Builds Your Distribution Moat

10° Grows Your Audience (Future Traffic Source)

11° Attracts Top-Talent

12° Attracts Investment

Can you think of any more? Let us know in the comments

Want to learn more? Check out the full newsletter edition below.

1° Generates Demand (Demand Gen) B2B buyers buy differently. You can’t force a need. Instead, create category-leading content that keeps you top of mi

Open article: 12 Reasons Why Content is Your Biggest Sales Lever 👇 by Joe Wheatley • 5 min read

12 Reasons Why Content is Your Biggest Sales Lever 👇

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