Sour & SaaS

The pivotal decision that impacted the exit outcome (selling a vision, not features)

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.

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.

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.

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.