Sour & SaaS Episode 6: The CMO Exit Playbook with Nick Tippmann, GP and Founder TipTip VC
The pivotal decision that impacted the exit outcome (selling a vision, not features)
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Sour & Saas Episode 4: Annual Planning That Doesn’t Suck with Sam Kuehnle, VP of Marketing at Loxo
One way a marketer can address being asked to commit to a growth number they do not feel confident in is to present a spreadsheet model showing the different levers that need to be pulled to reach the target. The speaker suggests walking leadership through each step, demonstrating what would happen if only paid media spend is increased versus what would happen if various conversion rates and costs per are improved.
Sour & Saas Episode 3: GEO vs. SEO vs. AEO with Ben Glass-Liu, Senior Account Strategist at Directive
But SEO fundamentals is still very, very important. And doing a lot of the same SEO fundamentals that we would have recommended 5 years ago, is still going to have an impact today, even with, you know, 30 different AI platforms and new search engines and all of that. All of that is still very important. So, not forgetting that even with all the flashy new things that come out.
The Witness: 70% of Your Pipeline Comes from Four Channels
You’re spreading budget across 10 channels because somebody told you diversification reduces risk when in actuality it adds to it. Research shows that 70% of marketing source pipeline comes from just four channels. Events, search, social, and SEO. And yet most B2B teams are running 8 to 12 channels and wondering why nothing’s working.
The Witness: Why Your Demand Gen Engine Dies in the First 30 Days
Why demand engines often fail within the first 30 days and an outlined strategy for building a successful foundation during that time.
The Witness: You Don’t Need A Rebrand, You Need A Strategy
A marketing rebrand is often not the solution when pipelines stall and campaigns fail to convert. They state that a rebrand will not fix a broken go-to-market strategy, unclear positioning, or non-converting campaigns. Instead, it will consume six months and a $4 million budget.
Sour & Saas Episode 2: Meta Ads for B2B with Angie Glass-Liu, Paid Media Manager at Directive
Meta vs. LinkedIn for B2B: Many B2B marketers believe Meta (Facebook/Instagram) is only for Business-to-Consumer (B2C) and e-commerce, while LinkedIn is strictly for B2B. However, the speaker believes this concept is untrue.
The Witness: Why Million Dollar B2B Campaigns Fail Before Launch
Every campaign starts with three things locked in before we write a single ad. One, the funnel stage. Are we optimizing for awareness, consideration, or intent? Secondly, it’s the northstar metric for us, it’s SQOs and pipeline dollars. Thirdly, what’s the attribution model? How are we tracking back to revenue? What’s the look back window? And what counts as influence? When you align on those three things before you launch, it changes everything.
Sour & Saas Episode 1: How to Win LinkedIn Video with Ads with Ding Zheng, Co-Founder at EventShark
By tightening how your content is structured, you make it simple for Google and LLMs to understand what you offer and why you’re credible. Clear intent, stronger connections, and deeper coverage all work together to boost visibility.
The Witness: Stop Over-Optimizing Your LinkedIn Ads
Learn why over-optimizing paid social campaigns hurts B2B performance and how focusing on qualified pipeline beats chasing perfect CPL or CPC.