Lure Agency

Hello and Welcome! We are a Hospitality B2B marketing agency.

As master mixologists, our recipes build bridges for hotel sales teams and industry visionaries, ensuring that every handshake is the beginning of a long-lasting relationship and the promise of soaring revenue.

Whether you're an independent resort or a tech company, scaling revenue within the hospitality sector can be tricky without the right mixture of human connection and tailored strategies.

Our secret sauce is crafted to help you WIN.

With us, it's never just business; it's a journey of collaboration, and we're here, ready to concoct your success story next.

Let's shake and stir greatness together.

 Connect with us soon!

Partner and Creative

knoodle Advertising

A full-service advertising, public relations and digital agency in Phoenix, Arizona. Our philosophy begins with comprehensive strategies fueled by massive amounts of research. Use your knoodle; what can we do for you?

Managing Director | Partner

The Starmack Group

Founded in 1998, The Starmack Group is a full-service advertising and communications agency, focusing on national, personality-driven hotels and management companies, as well as clients in the lifestyle industry. We provide business partner passion and responsibility, industry experience, and creative execution in brand management, graphic design, campaign development, interactive design and implementation, as well as media research, planning and placement.

Senior Art Director

Cory Falter Creative

Cory Falter Creative is a boutique design and marketing studio, offerings a comprehensive array of services, include Branding, Graphic Design, Advertising, Web & Interactive Design, Photography and Copy Writing. For more than 20 years, I've had the pleasure of creating for a diverse group of clients ranging from Sporting Goods and Surf accessories manufacturers to Hospitality and Music Radio stations. The Ritz-Carlton Hotels & Resorts, Hilton Hotels and Suzuki Motor Corporation to name just a few.

Account Director | Principal

454 Design

Founded in 1995 as a full-service branding and creative studio partnering with a diverse array of clients in the action sports, real estate, technology and hospitality industries.

Director | Founder

▶︎ 𝗛𝗔𝗦 𝗬𝗢𝗨𝗥 𝗥𝗘𝗩𝗘𝗡𝗨𝗘 𝗠𝗔𝗗𝗘 𝗔 𝗗𝗘𝗣𝗔𝗥𝗧𝗨𝗥𝗘?

Why aren't independent resorts and hospitality vendors seeing consistent growth anymore?

Because buyers today don’t want to be sold to

They want to be helped. 

And outdated sales funnels? 
They’re about as useful as a “Do Not Disturb” sign in a digital-first world.

So, how do you drive real revenue without burning trust?
➜ You answer their questions. 
➜ You build relationships. 
➜ You show up before they even hit “inquire.” 

That’s what we do at Lure Agency.

Since 2012, I’ve helped independent resorts and the vendors who support them attract, convert, and retain more business using a proven transparent relationship marketing strategy.

Built for how modern buyers actually buy.

What’s the difference?

Most agencies pitch impressions. 
We deliver impact. 
With clear ROI, scalable strategies, and messaging that doesn’t just sound pretty.

It sells.

Because after 30 years in marketing, here’s what I know for sure:

No trust = no sale. 

But trust? 
Trust scales.
Along with sales.

Struggling to find sales?

Let's connect and chat about it.


▶︎ 𝗥𝗘𝗦𝗨𝗟𝗧𝗦 𝗔𝗡𝗗 𝗣𝗥𝗔𝗜𝗦𝗘:

"Our results with Lure Agency have been crazy impressive!! This strategy has been a lifesaver for us. We're now efficiently operating with two salespeople instead of the previous 3.5, all thanks to a stream of highly qualified leads."

Julie Petit
Director of Sales & Marketing 
Stonewall Resort

_____________________________

“Cory and the Lure team have been critical in helping us grow our inbound lead flow and revenue growth year-over-year.”

Organic website traffic increased by 18%, inbound lead inquiries increased by 37%, and annual revenue growth grew by 4.6%. 

Jake Newman  
Marketing and Sales Coordinator
Newman Windows and Doors

________________________________

“Lure Agency has great ideas, increased our web presence, and generated more leads for us. 
I highly recommend their services. “

Organic website traffic increased by 23%, time spent on the site by visitors grew by 37%, and revenue grew by 6.3%.

Steve Blidner
Founder & CEO
TTI Technologies
 
________________________________

Would you like to learn how your sales team can identify, convert, and retain more revenue?

Call me directly at 619-889-8156 or email me (cory@lureagency.com) and let's have a conversation about your goals and objectives.
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#digitalmarketing #sales #hotelmarketing #hotelsales #marketing #integratedmarketing #b2bhospitality #hospitalityb2b #hoteltech #hotelrevenue #hotelbusiness

Cory Falter

Independent doesn’t mean solo.

And I couldn't be more excited about this partnership.

Benchmark Global Sales—the meetings and events team behind Benchmark Resorts & Hotels, chose Lure Agency to help drive direct group revenue across their independent portfolio.

Big thanks to…
Evan Crawford
John MacMullen
Paul Bashaw
Mousumi Johnson
and the entire Benchmark team for this opportunity. 

Looking forward to what's ahead.

Let's get after it. 🤙

Check out the release: https://lnkd.in/gtUBUbfb

Growing Revenue For Hospitality B2B Is My Bottom Line 🔺 Partner at Lure Agency 🔺 President HSMAI San Diego 🔺 Host of the InnSync Show 🔺 SDSU Dad of Twin Daughters 🔺 Former Pro Motocross Rider 🔺 80s New Wave Fanatic

Calm before the storm.

Or wave, more like it. 🏄‍♂️

As in the HSMAI San Diego Chapter inaugural, The Waves of Hospitality Awards is about to drop in.

Kimberly🌟 Hensley, MBA
Tré Wilke IV
Kelsey Prince Rocha, CHDM

Ready to welcome 88 of San Diego's finest in Hospitality.

Wish us luck. 🤙

Moments like this remind us why we ❤️ Hospitality.

The inaugural The Waves of Hospitality Awards presented by HSMAI San Diego Chapter rolled onto the shores of Belmont Park.

Like a tsunami.

Electric.
Magical.
Unforgettable.

It was named "Waves" because this city is defined by the ocean. Its energy. Its power. It's in constant motion forward.

Just like our honorees and winners.

HUGE congrats to:

➜ Marketing Professional of the Year
Keriann Greaney Martin, CHDM
Hotel del Coronado

➜ Sales Professional of the Year
Debbie Au Burlock
Estancia La Jolla Hotel & Spa

➜ Revenue Management Professional of the Year
Isabelle Camu, CRME, CHBA
Fairmont Grand Del Mar

➜ General Manager of the Year
Jayne Aston
Catamaran Resort Hotel & Spa

➜ James V. Cunningham Award for Hospitality
Tré Wilke IV
Evans Hotels

These are the people riding the wave of excellence. 
Pushing hospitality forward. 
Shaping the guest experiences that make San Diego unforgettable.

To every winner:
You earned this.
Your work matters.
Keep making waves.

And to everyone who showed up last night? 
You made it electric. 
The energy in that room was pure San Diego magic.

And special shout-out to Belmont Park for hosting us at your incredible venue. You guys knocked it out of the park...

This is just the beginning.

Year two is going to be even bigger.

Who's ready to ride the next wave with us?

Leadership wants an update on prospecting.

All those check-in emails.

And follow-up calls.

How's it going?

Oh, fine. 😜

Want LinkedIn results this week?

It's so easy, yet…

many are asleep on this one.

Stop lurking in the shadows and do this instead.

Leave 5 thoughtful comments on 5 of your top prospects' posts.

That's it.

No fancy tools.
No growth hacks.
Just show up and add value in 15 minutes.

Do this every day for a week.

Watch what happens.

Trust me on this one.

Are you ready to jump into the comments this week?

Let's send it. 🤙

Did you forget your business cards?

Good for you.

If you're still handing them out at events, you're basically giving people permission to forget you.

Here's why:

It expires the second anyone switches companies.

Your LinkedIn profile?
Permanent.

Think about it.

When someone changes jobs, their business card becomes a relic.

Wrong email.
Wrong number.
Wrong company.

But their LinkedIn?
Still right there.
Still connected.
Still relevant.

Next time you're at an event, skip the card shuffle.

➜ Pull out your phone. 
➜ Scan their QR code. 
➜ Connect on LinkedIn.

You'll stay in touch no matter where their career takes them.

Plus, you won't have a drawer full of cards you'll never look at again.

What's your take? 

Are business cards still worth carrying, or are they just expensive confetti at this point?

Owner says, "No one knows who we are…

we need a brand ASAP".

Marketing Manager says, “I found something on Amazon that will help.”

Owner says “Just do it” 😂

TGIF y'all.

Prospects don't need to like you.

They need to trust you.

I've done business with people I didn't particularly like. 

But I knew they'd deliver because of their track record and the results others vouched for.

That's why building trust signals matters more than being likable.

➜ Your content. 
➜ Your problem-solving. 
➜ Your expertise. 

These create the visibility engine that earns trust before you ever get on a call.

Case in point: 
I used a custom AI prompt to vet CRMs. 
Got it down to three solutions. Ran one demo. 30 minutes total.

The vendor I chose? 
I found them through their content ecosystem.
Not a sales pitch.

Trust beats likability every time.

Want to build that trust engine for your hospitality vendor business?

Our latest article breaks down the prospecting strategies that actually work.

The Warm Prospecting Playbook for Hospitality Vendors Who Hate Cold Calling

Check it out: https://vist.ly/4d5vh

We just launched something big.

The WINS Method™ is officially live.

Here's why it matters for both… 
Hotel Group Sales and Hospitality Vendors.

80% of B2B buyers have already made their decision before they ever talk to sales.

Cold emails? Dead.
"Just checking in" messages? Ignored.
Old-school tactics? Not cutting it anymore.

AI isn't replacing sales.
It's rewriting the rules.

WINS is our answer.

➜ Website
➜ Intel
➜ Nurture
➜ Sell

Four pillars that help hospitality brands show up with trust, relevance, and consistency before the RFP or form fill ever lands.

It's human-powered. AI-loved. Built to cut the fluff and fast-track results.

We've been quietly running this framework with brands like Stonewall Resort and TTI Technologies.

Now we're opening it up with a "done with you" model.

If you're tired of spray-and-pray tactics and ready for strategy-and-serve, this is for you.

See the full release here: https://vist.ly/4beiu

No alternative text description for this image

Cold prospecting? 

You're basically sliding into someone's DMs from an igloo.

Warm prospecting? 

You've been showing up at the campfire so long, people already saved you a seat.

The difference isn't luck.

It's consistency.

When you engage on LinkedIn regularly, you're not interrupting strangers. 

You're connecting with people who already know your name, your vibe, and your value.

Stop being the cold caller nobody asked for.

Start being the person everyone's been waiting to hear from.

Let's warm it up y'all 🔥

Your hotel tech booth looked like Vegas. 

Your website looked like 1999.

Guess which one your buyer remembers when they get back to the office?

Spoiler: It's not the one with the free swag.

Trade shows spark interest. 

But buyers don't buy on the show floor. 

They shortlist later, when they're alone with their laptop and your website.

If your digital presence can't carry the conversation, all that booth buzz turns into crickets.

Before your next show, fix these:

➜ Clear value prop that shows real outcomes, not buzzwords

➜ Content that answers the questions buyers actually search

➜ Proof over promises: case studies, testimonials, real wins

➜ Pages that work for humans and AI search

The punchline?

Your booth gets attention for three days. 
Your website needs to close deals for 362.

Want to learn how hospitality vendors can get more out of their trade show budget and fill that gap?

Check out: https://vist.ly/4bgba

Are we still doing this?

I opened my spam folder and found a ton of "just circling back" emails and one gem that started with "Dear {FirstName}."

Seriously?

Traditional outbound is broken. 
Especially when selling to hotels.

Here's why:

Selling most SaaS is straightforward.
One product, one pitch, one use case.

Selling to hotels?
That's way different.
You're navigating legacy systems, limited IT resources, tight budgets, and a small team where every stakeholder wears multiple hats.

You can't template that.

I sat down with Kimberly🌟 Hensley, MBA from Tripleseat, on the InnSync Show to dig into this. Her take? "Every independent hotel is its own little ecosystem. What works at one property won't work at another."

Are we still doing this?

Sending generic pitch decks to properties that need customized solutions?

Independent hotels don't have enterprise budgets or dedicated tech teams. They need vendors who get that reality.

So why are vendors still blasting generic emails and hammering cold calls like it's 2010?

Because they haven't figured out what actually works.

The best tech vendors don't sell features.
They understand independent hotel operations.
They know your pain points before you tell them.
They speak your language.

Want the full breakdown on prospecting that builds trust instead of resentment?

Check out our latest article:
The Warm Prospecting Playbook for Hospitality Vendors Who Hate Cold Calling

👉 https://vist.ly/4d5vh

Dirty reps at the gym build muscle.

Dirty reps in sales build revenue.

But here's the problem with most sales training: 
It stops at the workshop.

You get pumped up for a day, learn some frameworks, then go back to your desk and... nothing changes.

Because knowing isn't doing says Celeste Berke Knisely, MTA

The real shift happens in the practice. 
The messy reps. 
The accountability check-ins. 
The ongoing reinforcement that actually changes behavior in your CRM.

Here's what else changed ➜ 80% of what was sales is now marketing.

Your cold outreach? 
It's competing with content, AI agents, and buyers who've already done their research.

So we're teaching hotel sales teams how to leverage their marketing departments to warm up that outreach. 

Make it less cringe. More human.

And we're doing it through training that's actually engaging (gamified, not death by PowerPoint).

But the secret sauce? 
We stick around after the workshop.

We track the changes. 
Hold people accountable. 
Make sure those dollars don't fall flat.

Want to see how to level up your game?

Read our latest article and see what separates a transaction from a true partnership.

Prospecting in the Age of AI: 
A Hotel Seller’s Survival Guide

READ THIS: https://lnkd.in/gZAB-RgR

Think AI only searches for celebrities?

Not a chance. 

It's searching for YOU right now.

Your personal brand isn't vanity anymore.

It's your new resume.
Your credibility score.
Your ticket to being found.

Here's the real deal… 

If you're not showing up online, you're invisible to prospects, employers, and AI agents doing the choosing.

Agentic search is here. 
And it's deciding who gets seen and who gets skipped.

Want to know how you rank right now?
And tips to improve your visibility quickly?

Use our Personal AI Grader.
CLICK HERE 👉 https://vist.ly/4c5bb

Let's get you agentic-ready.

Early Lure Agency was a hot mess.

Not because we weren't hustling.

We were swinging at everything like a newbie at TopGolf.

Chasing our tail. And clients.

The problem? 
Zero strategy. 
Just a giant menu of services we assumed clients needed.

Well, they didn't.

What they actually wanted was simple.
More qualified leads.
More deals closed.
More revenue.

Not a 47-point proposal with every service under the sun with no clear, positive outcome.

Here's what changed everything:

Susan Tucker and I stopped selling what we could do.
We started solving what they needed.
And obsessing over it.

One clear outcome:
Drive direct inquiries that convert better than cold outreach and third-party leads for hotel group and hospitality vendors.

That's it.
That's the whole deal.

And guess what? 
Our clients have stuck around for years now. 
Because when you nail one thing really well, people notice.

If you're struggling to gain traction, here's my advice:

Ditch the laundry list.
Pick one outcome you can deliver better than anyone.
Go all in on that. 
And back it up with proof.

Clients don't buy features. 
They buy results that make them money.

What's the one outcome you're obsessed with delivering? 

Drop it below and let's send it. 🤙

Breaking B2B

B2B/SaaS SEO for revenue not vanity.

Try the weekly podcast, newsletter or apply to work with us: https://www.breakingb2b.com/

Founder & Host

WEB CHOICE

Co-Owner (Exited) 

Digital Marketing Specialist

Mighty Marketing Group

Head Of Sales

Head of Digital

Digital Solutions Manager

Business Development Manager

Web Choice UK Ltd

Head of New Business Development / Sales for Web Choice UK. 
Key job roles include: 

- New Business Development (Inbound Marketing, Email Marketing, Social Media Marketing, Networking, Researched Cold Calling, Canvassing, Working incoming Leads)
- Nurturing leads from initial point of contact right through to successful conversion
- Building High-End Proposal Documents 
- Pitching to and winning contracts for Blue Chip Companies
- Personally Responsible for Winning Substantial Contracts
- Account Management for Key Clients
- Helping clients to add real value to their business with a Tailored, Fresh and Innovative approach
- Tailoring Long-Term and Effective Web and Marketing Strategies 
- Working closely with the Sales, Design and Development team and continuing to deliver World Class Web Development, eCommerce, App Development and Digital Marketing Solutions.

Sales & Marketing Manager

Part of the leading Sales Team at Web Choice UK.
This role involved working with clients on an International Level to provide Highly Professional Responsive Website Design, Website Development and Online Marketing Solutions.

Job roles included:

- Generating Leads and Sales
- Client Account Management
- Working with a range of Microsoft products (Excel, Word, PowerPoint etc.) 
- Preparing proposals and pitches
- Working closely with the design and development team

Business Development Executive

B2B SEO & Web Design For Revenue Not Vanity | DM To Discuss | Host @ Business Growth Show (Top 10 B2B Marketing Podcast, Cognism)

Your website struggling to drive a steady flow of qualified demos/leads?
Tired of losing leads to competitors ranking higher on Google/AI?
Frustrated your current agency isn't delivering results?

WE CAN FIX THAT.

OUR GROWTH STRATEGIES:

→ SEO to get top of Google & LLMs, bringing revenue-focused traffic and leads
→ Start driving pipeline from AI and Google organic as fast as 90 days
→ Web design that builds trust and drives leads and sales

BREAKING B2B - B2B MARKETING & DEMAND GENERATION PODCAST

Grow your b2b/SaaS company without the BS. Weekly top 2.5% podcast with actionable marketing tips to grow your revenue: www.breakingb2b.com

STILL NOT CONVINCED?

→ See our work, client results & starting rates here: www.breakingb2b.com

BOOK A CALL:

💻: www.breakingb2b.com
📧: Connect & DM Me
✉️: sam@samdunning.org

CORE SERVICES:

→ B2B SEO strategy and execution
→ Content marketing
→ Digital marketing for SaaS

WHY BREAKING B2B?

→ We focus on revenue, not vanity metrics
→ Our strategies are data-driven and results-oriented
→ We have a proven track record with B2B and SaaS companies
→ Our podcast (Breaking B2B) gives you free, valuable insights into B2B marketing

About time your website became your best (24/7) salesperson?
Get in touch today, and let's start growing your business.

P.S.
Agencies: We offer white-label SEO to help you deliver results on time and within budget.

Sam Dunning

If I was a CMO needing more demos by Q1 2026…I’d ignore all AI search tool hype and run this exact SEO & AEO play to scale inbound in 90 days:

1. Define your MONEY keywords.

Map out every way a dream client could search for your solution when ready to speak to sales now.

At a high level in SaaS that’s:

“best X software/tools/platform”
“X for industry”
“competitor alternatives/pricing/reviews”
“competitor a vs competitor b”

And a variety of others.

We use Ahrefs to help here.

Ignore the top funnel traffic trap.

Prioritise lower search volume and low difficulty at the bottom of the sales funnel.

This is gonna rank and drive leads fast when done right.

We use Ahrefs to help w/ research. 

2. Build & upgrade your money pages. 

Search your dream keywords on Google & LLMs and see what kind of content shows up or gets cited.

Is it a listicle article, landing page, jobs to be done article, or something else.

See if you have pages ranking page 1 but not top for a quick win with a refresh.

3. Blow ‘em out the water. 

Once you’ve researched what top-ranking pages are doing, figure out how to blow them out of the water. 

Leverage unique research, sales call Qs, plenty of social proof and feature ypur product as the painkiller and solution.

4. Most technical SEO is BS.

(Until you get to having 1000s of pages).

Sort any massive technical issues, but don’t obsess over technical SEO. Get your focus keyword in URL, meta data, H1 and sort some internal links. Not a tonne more needed. 

And you of course want quick loading times.

5. Earn that rep.

Build quality backlinks & brand mentions for $0. 

Get featured in podcasts and articles, and make sure they link back to your website. 

Earn top 3 placements & brand mentions from “Best X software” listicles for your category.

This gives you an insane boost in LLMs and the backlink helps classic SEO.

6. Speed is your advantage.

Quality matters, but speed is a competitive advantage. This is your superpower over the slow moving giants in your niche. 

7. Craft pages to convert. 

Design and UX backed by customer researched copy to resonate with ICPs makes a big difference. 

8. Great SEO is knowing good b2b marketing.

Leverage sales calls, CS calls, and customer research to make your content as relevant as possible to dream clients jobs to be done.

9. Keep improving. 

Publish fast, and revisit your content 3 months later to make improvements. 

10. SEOs part of the b2b ecosystem. 

Keep improving all your marketing efforts: YouTube, LinkedIn, Reddit etc. all improvements in brand awareness will lead to more successful SEO. Ecosystem thinking is the b2b winner. 

This is how we make organic search a top pipeline driver for B2B/SaaS at Breaking B2B.

___

I’m recording an ultimate guide to drive pipeline fast w/ SEO & AEO.

Taking learnings from running SEO for RB2Bs Adam Robinson and dozens more B2B SaaS orgs.

Wanna see it?

Comment “Breaking B2B” 

and I’ll send as soon as it’s ready.

Founder @ Breaking B2B | B2B SEO For Revenue Not Vanity | SaaS & B2B Teams Hire Us To Scale Organic Pipeline From Google & AI Search | DM To Discuss | Host @ Breaking B2B (Top 2.5% B2B Marketing Podcast)

Breaking B2B are HIRING for a B2B/SaaS SEO strategist. Contract initially with view to FT. Full info below (read fully first) 👇 

Must know what drives pipeline, demos, signups, calls and revenue from SEO specifically for B2B SaaS and some B2B service companies.

Bottom funnel organic inbounds FTW.

___

Key tasks: 
- Analyzing websites for high-impact fixes that drive revenue (Building quick wins analysis)
- Crafting revenue/pipeline focused content calendars 
- Technical analysis and recommendations 
- Crafting monthly content, link building, listicle placement plan of actions 
- Working with our panel of writers and digital PR
- Proactive comms for clients on slack, email and calls
- Working to suprise and delight clients

We will share full SOPs for our process/flows on all these and provide slack support and zoom calls.

No need to build content or do any link building.

Pure focus building out rock solid B2B/SaaS SEO strategies that drive pipeline & and revenue.

And customer happiness (we aim to deliver 5%+ on what we promised).

Location: remote, ideally good flex to work in UK / US time zones.

Pay: $30-50+/hr
To start: Set project basis. Most likely a few hours per week.

No agencies, SEO shops, web dev shops or similar, please.

___

Please email: fred@samdunning.org and cc: sam@samdunning.org with clear examples and availability. 

Extra points if you send a loom video showing your process, work and results.

If happy, we can get you on a paid trial.

Know someone who fits the bill? 

We'll pay you $500 for a direct intro if we hire them.

Cheers!

Breaking B2B signs deals $5-20k+/mo by building in public. Here’s why every founder should triple down here:

HOW WE DO IT.

- Sharing our SEO playbook for Adam Robinson and RB2B. Exactly how we're scaling signups for their SaaS and building the SEO engine to help scale from $6m ARR to $10m ARR (see video in comments)

- Running the Breaking B2B podcast & YouTube. I reveal every SEO recipe we see working to drive inbounds. And interview SaaS mktg leader to share how they’re driving growth today. 

- Showing how we rank for our own money keywords on our site (“SaaS seo agency”, “best SaaS seo agencies” etc). Driving inbounds and showing we aren’t all hot air.

- Guest on niche relevant podcasts and webinars where we'll share all the above, sometimes talk about our own marketing strategies, all the channels we run to build our inbound engine.

- About to fire-up the SEO engine for Adam Holmgren & Fibbler. Stay tuned! 

WHY WE DO IT?

As a bootstrapped solo founder, I have zero investors to report to.

Meaning no red tape.

We are blessed to be able to do this.

We want to build trust in our brand by sharing the ups and downs.

And show our work as close to real time as possible. 

Yep we churn clients. And work damn hard to ensure we learn and improve our process each time. 

WHY WE BOTHER?

Trust is a tough currency now w/ AI.

Plenty of folks will copy what we share, great.

Many will ignore it, onwards.

A few will find it useful/entertaining share it with their team and if they have the problems we solve, eventually reach out.

I’ll share examples in comments.

Lemme know any Qs.

I'm flying 1,072 miles and spending $3k+ on a 48hr trip from LDN to Budapest. All to fuel the content engine for Breaking B2B. Here's 4 reasons why:

1. It's fun.

I am blessed to be able to do this.

I love marketing, selling and recording for our YouTube and podcast.

Now we have a delivery team I can do more of this.

2. It will fuel our media engine for the next month.

We'll record a bunch of solo eps for Breaking B2B youtube and podcast. 

Instead of talking head eps at my desk. They'll be in cool locations with me sharing what works today to drive pipeline from SEO/AEO.

We'll do some interviews with b2b marketers/founders.

Have a beer or coffee and talk in an unusual location about exactly how they're driving growth today. 

3. In person FTW.

I'm actively trying to meet more of our customers and partners over the next 6 months.

Zooms only go so far to connect, build relationships, see where we are falling short, what we are missing and how we can improve.

USA in on the cards soon as 95% of our B2B/SaaS clients are there.

We'll meet Samu who's produced our YouTube content for the last 12mnths.

4. I actively work to be different.

Most SEO and b2b content is boring AF.

I've done man on the street videos, SEOman, worn billboards by buckingham palace and more.

My philosophy is attention first, then link back to offer.

___

Keep your eyes peeled on the Breaking B2B YouTube, apple and spotify over the next 2 months.

PS. any b2b marketing leaders in budapest we should interview?

I built an SEO strategy in 17mins LIVE for a founder. Copy the exact framework to drive organic pipeline for your B2B/SaaS:

This was a fun one.

No prep. A b2b founder asking me:

- Where to start for SEO with a focus on inbounds
- How to nail your money keywords
- Crafting content to rank & convert
- Earning links and mentions for $0
- The importance of backlinks
- Showing up on LLMs
- And much more

Watch the 17-minute video: https://lnkd.in/ejvKYJua

PS. what should I cover live next?

Breaking B2B has just 2,500 YouTube subscribers...but drives some of our most qualified booked calls. Here's 5 reasons why it's huge for SEO, trust and inbound:

1. Thought process.

Very few b2b companies are nailing YouTube.

Many use it as a dumping ground for webinars, interviews, podcast and more (we used to).

This year we decided to double down on production and strategy and go YouTube first.

2. Strategy.

Ours is simple. Show up for everything around SaaS SEO.

Guides, walkthroughs, tips, case studies, break-downs and more.

Share all our secrets in a well edited video produced specifically for YT (we then add to audio podcast).

Add a CTA in first qtr and then at end.

Record a weekly episode.

3. The wins.

The amount of trust you build when someone watches a bunch of your vids from 10-20mins+ a time is unrivalled.

Folks can then either copy the advice, try do in-house, share with their current team...or a small amount will book a call with us.

Those that do, are usually pretty close to being ready to sign-up.

4. SEO wins.

Embedding relevant YT vids on articles and landing pages seems to give a boost.

The vids can get pulled up in LLMs.

They are evergreen (with the right strategy).

And can show in the video section on Google page 1 on-top of organic and paid results. 

5. The flywheel.

The beauty of starting with a solid thought out YT vid for what your ICP will be searching for means it has a tonne of replay value.

We often chop ours up for LinkedIn.

Promote on the Breaking B2B newsletter.

Push to audio podcast.

Get long form written post ideas.

And more.

___

Lemme know any Qs.

I'll drop Breaking B2B YT and podcast below 👇

The Only B2B Events Marketing Strategy You Need

Michael Kilcullen (VP Marketing @ Wiza) joins me on Breaking B2B podcast to share:

- Are events still worth it for B2B/SaaS companies
- Who are they a good and poor fit for
- What should you expect to invest (time and cash)
- How to prepare for them
- How to ensure they drive real pipeline not just badge scans
- What to do post event

Join 1000s of b2b legends tuning in weekly (463+ past eps): https://lnkd.in/eUTiCg5K

Fibbler hit $500K ARR in 15 months with Adams founder brand and ads...he's bringing on Breaking B2B to fire-up the SEO & AEO engine to scale to $1.5M ARR next yr. Here's our exact battle-plan for month 1:

BACKGROUND.

Fibbler have done solid work building a brand with LinkedIn organic and paid up to now.

We've come on-board to start driving sign-ups as quick as humanly possible from SEO and AEO.

We'll focus on going after dream clients searching directly for their solution, comparing options or looking to move from their incumbent vendor to begin.

As Fibbler are new to SEO and their are some giants in the ads attributions space we have our work cut out.

Lets dive in to how we'll make it happen.

EXISTING CONTENT UPDATE - QUICK WIN.

Their “best linkedin revenue attribution tools” listicle is a core bottom funnel page that performs well for some searches, but...

Ranks on page #2 for key searches in the USA (especially some “ads” searches)

Isn’t reliably getting picked up by AI search tools (ChatGPT, AI Overviews, etc.) for key queries.

The structure of this page is solid, but it needs depth + slightly more focus on “LinkedIn ads” (vs. just “LinkedIn revenue”). An on-page update in addition to some link building in the next batch as needed will be able to boost performance for this page. 

For searches where the page already performs well, the goal is pushing higher (positions 1-2).

Planned updates:
- Add 5 more tools
- Update comparison table
- Add ItemList schema for all tools covered
- Include more ad-related keywords from GSC throughout (meta texts, page title, etc.)
- Move DemandSense to the end (doesn’t offer attribution)

LISTICLE ARTICLES & EXTERNAL LISTICLE PLACEMENTS.

The cheat code right now for AI search visibility (ChatGPT, AI overviews etc).

Having listicles on Fibbler's site is the top priority (to control the narrative). Position us #1. Show the product in action and social proof, back the copy up with customer research on why they choose them. Make it easy to sign-up. Then a fair review of competitors below. 

Followed by getting placements in external listicles on other sites (specifically ones that are influencing AI outputs).

We'll get Fibbler listed in the top three positions in product listicles “X best software” on sites that are cited by AI search tools for commercial queries.

It's a win for AI search (brand mention) and classic SEO (niche relevant backlink).

4 X NET NEW PAGES.

We'll craft listicle articles for these low difficulty & high sales intent KWs:
- hockeystack alternatives (90 searches/mo)
- bizible alternatives (90 searches/mo)
- 2 more pages inc (likely alternatives to exhaust these)

BACKLINKS.

Along with all the above we'll also acquire:

2x DA50+ niche relevant backlinks.

___

Wanna see if we can scale your B2B/SaaS pipeline quick as 90 days w/ SEO?

Visit the Breaking B2B site to see our podcast, results, pricing or book a call.

In the last 365 days I’ve done some mad sh*t:

- Made a spoof Nickelback song 

- Walked around London w/ a sign saying “AI killed SEO” 

- Asked the public weird questions like how to get found in ChatGPT and Google 

- Interviewed marketers & founders out in a bunch of cities  

- Done a treasure hunt to get marketing budget

- Posted countless SEO memes 

- Published weekly eps of Breaking B2B podcast

- Shared our revenue numbers, ups and downs in public 

- Lost thousands $ in marketing experiments 

- Been stressed out

- Had more ups than downs 

- Grown nicely h/t Fred Biebesheimer for becoming head of SEO and building our team 

- Shared exactly how we’re scaling Adam Robinson & RB2B SEO engine to build towards $10M ARR

- Been blessed with some awesome B2B/SaaS clients 

__

My philosophy for marketing Breaking B2B = get attention first, then link to our offering.  

Who said b2b had to be boring? 

PS. Lemme know if you wanna see any of the above in action👇

Marketing leader: "Should we start with technical SEO or content?"
Me: "Neither. Forget SEO for a second."

Start with customer research. 

So many SEOs are optimizing before they know why.

Most of us in B2B SaaS are selling high ACV products/services.
Meaning you need to resonate with your ICP before anything else.
Nobody is waking up searching and spending $50,100,150k+

Start with:

- who is the dream client
- what are their expensive problems + JTBD
- how do they describe your solution
- what competitors do they normally evaluate
- why do they choose you over others
- what are your main differentiators
- a bunch more around the who/what/why/FAQs
- grab as much subject matter expertise as you can

Then once you have the research we typically jump into:

- Start where there's money AKA updates/refreshes with existing BOFU pages already on the site (article/landing page updates to rank fast)

- Pipeline focused new new content calendar (starting with fast ranking BOFU pages with lower difficulty e.g. competitor content or niche landing pages and BEST X SOFTWARE listicles etc)

- Light tech review (or heavy if its a 1000+ page site)

- Month 1 page + content creations/linkbuilding/external brand mention execution

___

Grab my 90 days to revenue SEO playbook and video: https://lnkd.in/et7yce7s

If I was a VP marketing needing AEO/SEO to scale demos in 90+ days…I'd stop focusing on vanity traffic and make these 3 thing a priority:

1. Mindset.

Getting caught in the SEO traffic trap causes bad behaviours.

AKA going after top funnel keywords that attract information hunters NOT the 5% of your ICP in market for your solution now.

Plus, a lot of top funnel informational searches are getting wiped out by AI overviews and LLMs.

The answer?

Focus on what dream clients search when needing your solution now, comparing vendors or when frustrated with their incumbent.

Getting mentioned in LLMs and show up top for these high-sales intent prospects in Google organic.

2. Activity.

What can we do each week that will progress towards pipeline from SEO/AEO.

At a high level that's:

- Pipeline focused content calendar
- Realistic weekly content cadence
- Mapping BOFU keywords to page type needed
- Publishing best in class money content at SPEED.
- Review quick wins existing BOFU page updates to hit #1
- Earning external listicles placements for LLM mentions
- Building backlinks to ramp up Google organic authority

Prioritise high sales intent low search volume and low difficulty keywords and content when starting out (think "X alternatives" "competitor 1 vs competitor 2" etc)

Map out what is realistic for your team to consistently craft, product and release each week.

3. Measure.

Front-end success:

- Weekly & monthly activity hit (see above)
- Google organic rankings for money keywords
- LLMs mentioning your solution for BOFU prompts
- Getting traffic & clicks to MOFU/BOFU pages and articles
- Session times ramping up from organic search
- Sessions going to key pages (pricing, demo, case studies etc)
- Sales able to identify warm prospects on the site

Back-end success:

- Trials, demos or calls tracked from LLMs/google organic
- "how did you hear about us" on form mentions google organic/chatGPT
- Sales team on discovery calls asking same Q to track in call recordings

This is a high level of how we drive pipeline and revenue for B2B/SaaS at Breaking B2B. 

___

I’m (still) recording an ultimate guide to drive pipeline fast w/ SEO & AEO.

Taking learnings from running SEO for RB2Bs Adam Robinson and dozens more B2B SaaS orgs.

Wanna see it?

Type your favourite dinner below.

and I’ll send as soon as I finish recording and producing this beast.

F*ck marketing tactics in 2026. Nail the basics first. I spent 20 minutes sharing why many B2B/SaaS are behind on pipeline and the simple fix (over a beer):

Nobody wants to do customer research.

Nobody wants to review sales and CS calls.

Nobody wants to dig into CRM patterns.

Nobody wants to do the hard work to nail differentation.

And that's why it works.

Most simply don't bother.

Or worse, they guess.

I literally crafted Breaking B2B strapline based on what our ICP, marketing leaders, told me.

They were tired of getting vanity top funnel traffic and no pipeline.

"B2B/SaaS SEO for revenue NOT vanity" was born.

I get my insights from speaking to marketing leaders daily on the podcast, linkedin and sales calls.

If you don't know your dream clients expensive problems, goals and jobs to be done...

You're behind.

Luke joined me to share how to nail b2b marketing fundamentals before you dive into tactics.

Watch the full 20-minute video: https://lnkd.in/eC5GErip

PS. what do you think most B2B/SaaS companies get wrong? 👇

My editor spent 56hrs producing my ultimate AEO/SEO video guide for CMOs. RIP bullsh*t AI search advice not driving pipeline (data from working on RB2B, Proposify, EventsAir and dozens more SaaS SEO strats):

Who it’s for.

Marketing leaders tired of all the noise around AI search seeking evidence from what works today to drive organic pipeline.

What you’ll learn.

Spoiler: AEO is great bottom funnel SEO with some small brand additions that many were sleeping on historically. 

I’ll break everything down step by step so you can start doing it today.

What it’ll cost.

Zero. Everything will be shared just like my recent video breaking down our full strategy for Adam Robinsons SaaS, RB2B (check out the Breaking B2B YouTube or audio podcast)

Why trust me.

I literally ran this playbook for our company Breaking B2B and we were invisible on ChatGPT 4 months back.

It’s the exact strategy we are running today for dozens of B2B SaaS orgs to build mindshare and inbound pipe from search.

___

Wanna see it first?

It goes live mid-week.

Comment “PIPELINE SEO”

and I’ll ping you a link to unlock it first.

How To Craft Sales Proposals That Close in 2026 (Backed by Data)

Kyle Racki (Co-Founder @ Proposify) joins me on Breaking B2B podcast to share:

- Are sales proposals still important as they used to be?
- Should marketing be involved in the process?
- What are the biggest mistakes b2b companies make with them?
- How to craft a killer sales proposal that closes deals consistently 

Join 1000s of b2b legends tuning in weekly (461+ eps to try): https://lnkd.in/eUTiCg5K

RB2B hit #1 Google in 30 days for PIPELINE-DRIVING keywords with existing content. Copy our process we run for Adam Robinson SaaS:

1. Start where there's money.

Find your highest commercial value articles/listicles/landing pages etc. most likely to drive leads that are closest to top 3 organic spots (ahrefs > keyword opportunities > filter to commercial intent).

2. Assess the situation.

Look at competitor pages ranking top 3 organic right now for your money keywords, note down gaps on the page topic you can double down on that will make your page more helpful, trustworthy, useful and convincing to dream clients.

3. Blow the competition out the water.

Update meta title w/ hook. Here’s one we use: SaaS SEO Agency [Crush 2025 MRR Goals]

Embed a YouTube video breakdown on the topic.

Add POV insights from expert on your team.

Weave in product screenshots/demo/GIFs examples.

Add relevant customer quotes, testimonials, reviews.

Add FAQs that address real harsh customer Qs and objections from sales & CS calls.

Add internal links from other relevant pages on the topic to and from the page.

4. Juice it up (brand mentions and backlinks).

Work with partners who service similar audiences to get niche relevant backlinks, listicle placements and brand mentions to the page and focus keyword by crafting content together (guest articles, podcasts, SME assets etc).

___

This is how we got #1 for "leadfeeder alternatives" "website visitor identification software" and many more in record time.

SEO for revenue NOT vanity.

___

I dropped a 34-minute breakdown of the full SEO strategy we're running for RB2B you can copy.

Search Breaking B2B on YouTube, Apple, Spotify or see below to watch 👇

3 months ago Breaking B2B was invisible on AI search & ChatGPT. Today clients consistently find us. Copy our 7-step process for your B2B/SaaS:

1. Start where you win already (commercial BOFU pages typically listicle articles, landing pages, comparison pages, competitor pages etc. make them best in class)

2. Build a moat like no other on your website (cover all pages across industries, product, features, pricing, documentation, competitors, use cases etc. each covering all ICPs jobs to be done, Qs etc)

3. Craft and improve and add unique stats, data, research.

4. The cheat code for LLMs (listicles) sort article listicles on your own site and get featured on well ranking niche relevant listicle (more in comm*nts below)

5. Leverage past media - ahrefs > backlinks on media/pages that only point to an execs linkedin profile, ask them for brand mention and backlink

6. Control the narrative - website, youtube, reddit etc for brand mentions ethically. See recent Breaking B2B podcast ep w/ Olena Bomko for the ultimate b2b reddit strategy.

7. Speed beats slow moving giants - publishing at speed always wins

Friendly reminder Google is still king to drive inbound pipeline and AI tools are still only around 2% of search market. 

Thats why you wanna do classic bottom funnel SEO plus above.

Full breakdown video below 👇

I’ve seen enterprise orgs take 1 year to publish a blog post. Speed slays GIANTS in SEO often driving pipeline in 90 days:

Enterprise orgs move slow.

Multiple layers of management to sign off each and every stage.

Speed is your unfair advantage in B2B/SaaS SEO.

- Do your customer research to know dream clients expensive problems, goals, jobs to be done and why they migrate to or choose you

-  Work out every way they could search for your solution when ready to speak to sales or evaluating options

- Prioritise low difficulty, low volume but high sales intent keywords

- Build a best in class page that blows competitors out of the water, leverages your research and positioning your offer as the painkiller along with plenty of social proof 

- Earn backlinks and brand mentions to get your more competitive pages ranking over time. Partners and founder or exec brand are big here 

Do this at speed an you can drive inbounds as fast as 90 days w/ SEO.

Meanwhile competitors are still signing off strategy.

___

Want my 90 days to revenue SEO playbook?

Visit the Breaking B2B site & hit newsletter tab or see below 👇

graphical user interface, text, application, chat or text message

My ICP woke up ready to spend $100k+ on software!!! Said nobody ever. Here’s why human psychology is the most important part of SEO for pipeline & mindshare:

I never woke up deciding to spend a hefty amount of budget on software before getting coffee.

You probably didn’t either.

A timeline of events happen prior for your prospects.

They might:

- Realise their current software is limited when trying to get a job done 

- Try to add new users but pricing goes up exponentially 

- Get annoyed with slow or limited customer support

- Have a cobbled together solution on google sheets they realise is sucking up valuable hours each week 

- Raise it with their exec team

- Research options around their problems or the type of solution they need (Google / ChatGPT)

- Discuss with peers and team to get advice 

- Make a shortlist 

- Grab some demos 

- Check social proof and results on linkedin, podcast, youtube etc.

- Eventually invest in a solution if ready 

 …And the above is MASSIVELY simplified.

This is why customer research is gold for SEO and B2B marketing in general.

Work out the problems your dream clients have, the impact if they don’t fix them, the common competitors, the triggers that cause them to look at new solutions, how they describe these issues in their own words and more.

Then weave this into your articles, product pages, landing pages and beyond.

This is why competitor alternative/pricing pages work so well when done right.

If we know many prospects get frustrated with their current vendor about X issue. You better be sure we’ll show up in search if our product can fix that.

Likewise, if we know a specific problem or category search is what folks look for when they need our product - let’s go all in on that content and getting visibility.

And before the technical SEOs go mad in the comments. Yes basic technical SEO is needed for page structure, speed, formatting etc.

But most B2B SaaS sites would see way better pipeline returns from SEO if they started with learning dream clients behaviours. 

Research. Resonate. Rank. Win.

___

Grab my 90 days to SEO revenue playbook & video below 👇

RB2B is $6.6M ARR and 3 FTEs. 168 days ago we started SEO/AEO for Adam Robinsons SaaS. Before: most customers from founder brand. Now: 201% growth in organic sign-up page hits and consistent LLM & Google mentions for MONEY keywords. Full results and November plan breakdown below:

THE PLAYBOOK.

Scale organic sign-ups fast as humanly possible.

Nail every way ICPs search on google and LLMs when needing visitor identification software, comparing vendors, looking to move away from incumbent or struggling with a problem RB2B fix.

Craft best in class pages positioning RB2B as the painkiller + solution showing their time to value with plenty of proof.

Scale authority with  backlinks and external listicle placements for ChatGPT/LLM mentions.

REVENUE-DRIVING KEYWORDS NOW RANKING TOP.

- website visitor identification
- website visitor tracking
- identify b2b website visitors
- b2b website visitor tracking
- b2b website visitor tracking software
- leadfeeder alternatives
- clearbit alternatives
- many more

Traffic from these up 50%.

Non branded, high-intent traffic up 43%.

201% growth in organic sign-up page hits.

Naturally, this is all direct attribution.

There will be plenty more who convert on a later visit after first seeing RB2B mentioned on ChatGPT and google organic.

NOVEMBER GAME-PLAN.

Focusing on high-intent, pricing-related keywords. 

An untapped area with low-competition opportunities to drive qualified leads.

Targeting another BOFU keyword, “automated lead generation software.” 

Only two competitors nail the automation angle while ranking for this term. 

Positioning it as the core focus of a comprehensive article listicle, we'll capture unserved search intent and outperform existing competitors.

We'll craft new pages for:

- warmly pricing
- 6sense pricing
- demandbase pricing
- leadfeeder pricing
- lead forensics pricing
- dealfront pricing

Pages reviewing pricing + highlighting any user feedback on pricing, limitations + where RB2B wins and why customers choose them backed by research.

And a product listicle article for:

- automated lead generation software 

Comparison table with spotlight on RB2B backed by why ICPs choose them. Short reviews of 20+ automated lead generation software. FAQs. Conclusion (+CTA).

We'll earn niche relevant DA50+ backlinks.

And arrange external website placements for listicle articles talking about our platform category (huge for AI visibility and classic SEO).

EXPERIMENT.

Embed an "ChatGPT summary" button in the hero area for blog articles. 

When someone clicks it, the page URL opens inside the LLM window with a prompt to summarize the article + save RB2B in the memory for future references. This way, brand shows up more in the users’ relevant search sessions, boosting visibility and lead gen potential.

___

Looking to scale pipeline in 2026 with AEO/SEO?

Visit the Breaking B2B site to see pricing, results and apply for a call.

Or watch our full RB2B playbook video below 👇

SaaS SEO doesn’t have to be rocket science.

Prioritise buying intent search terms.

Understand what your dream clients care about and why they choose you.

Craft content that gives prospects what they want and acts as a sales rep for your solution.

Do basic technical work.

Re-enforce competitive pages with backlinks and brand mentions.

Rinse and repeat for pipeline driving pages and keywords.

Simple but not easy.

Practising what we preach at Breaking B2B.

graphical user interface, text, application, email

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The Battle

Cory Falter

Sam Dunning

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