Jakub Zajicek

Chief Marketing Officer

Back in March 2020, I co-founded Speak On Podcasts with a partner from the UK. We grew it into one of the world’s leading agencies for booking podcast interviews, securing over 2,500 appearances for more than 125 leaders from top B2B brands like Canva, Gong, Paddle, and Toggl.

In December 2022, Chapman Capital acquired the agency (source). I stayed on for over a year to ensure a smooth transition and maintain high service quality for our clients. In April 2025, the business was acquired again — this time by UK company Fame (source), which integrated the agency and team into its portfolio under the name “Fame Connect.”

In 2024, I co-founded Demandi.co with a partner from the US. As COO, I helped over 300 B2B professionals create nearly 2,000 short LinkedIn videos. I built the MVP, ran operations, and drove revenue and pipeline growth. I stepped away voluntarily due to a difference in vision with my co-founder.

LinkedIn has been a key acquisition channel in both businesses. I’ve tested it all — posting daily for 188 days straight, reaching out to 50+ people a day, and most recently, running paid ads. All of it generated deals worth over $1M.

Today, I work independently, helping B2B brands and individuals become more visible and get more clients using LinkedIn.

I live in the Czech Republic with my wife. I have type 1 diabetes. I run and work out. 🙂

Founder

Helping SaaS brands reach new partners with PartnerOutreach.io

Are you stuck under 1k impressions on every post?
Only get “pity likes” from 4 people you know?
Tired of it all? 😫

I was too.

↓

So I built a system that guarantees reach WITHOUT relying on the algorithm or going viral.

You can get it here, free: https://lnkd.in/gK9Au5br

I spent $1000s running it for myself and my clients... and the results are wild! 🤯

✅ One client targeted a tiny audience of just 25k people in the UK. The very next day, 2 senior executives (perfect fit) asked to learn more about their offer. Promotion spend? £25.

✅ When I launched a brand-new offer, I used the same system. Within 7 hours I had my first call booked (after spending less than $7). Before that, my posts never broke 200 impressions.

✅ Another client used it to reach US execs in the hospitality industry. Within 2 days, 3 of them signed up for his weekly seminar. Total ad spend? Under $50. (And all of them showed up.)

↓

I broke down my EXACT step-by-step process in a free guide.

Grab it here: https://lnkd.in/gK9Au5br

PS: It gives you everything you need to DIY the whole thing yourself.

Founder, JZ Consulting | I help B2B founders book 5+ meetings p/mo with content, ads, and outreach.

There are 3 ways to win on LinkedIn right now.

#1 Content & Commenting

Pros:
+ Builds trust and authority over time
+ People feel like they already know you before you ever talk
+ Compounds. Your best posts keep working months later
+ Comments on other people's posts put you in front of their audience for free

Cons:
- Organic reach is declining. More people posting = less visibility for everyone
- Takes months of consistency before you see real results
- Likes and comments are not meetings. You can have great engagement and zero pipeline
- You are waiting for people to come to you. It is passive by nature

#2 Outreach

Pros:
+ Direct. You choose exactly who you want to talk to
+ Fastest way to start conversations with decision-makers
+ You control the volume. More messages = more conversations
+ Results can start within days, not months

Cons:
- Most messages get ignored because the person has never heard of you
- Done wrong, it burns your reputation and feels like spam
- Hard to scale without it becoming generic and impersonal

#3 Ads

Pros:
+ Instant reach to exactly the right people without relying on the algo
+ LinkedIn ads are still underpriced compared to Google and Meta for B2B
+ You can retarget everyone who engages so you stay top of mind
+ Scales. You can reach thousands of ideal clients in your first week

Cons:
- You need to have an offer that works well for cold audiences
- Most people boost posts with no strategy and conclude ads are too expensive
- You need content worth promoting. Bad content + ads = expensive bad content
- Views and clicks are not meetings unless something else converts them

Bonus #4: Combine all three

Content builds trust. Ads amplify it to the right people. Outreach converts the warm signals into conversations.

In other words...

Your content attracts your ideal clients. Ads make sure they actually see it, even if the algorithm buries your organic reach. Every view, like, comment, follow, and website visit gets tracked. Then outreach goes only to people already engaging with you, in your voice, personalized, warm.

That is the difference between isolated LinkedIn marketing and integrated LinkedIn marketing.

I'd rather have 500 impressions from CEOs than 50,000 from other marketers.

Most B2B founders get this backwards.

They see a post hit 15,000 impressions and feel successful. Then they check their pipeline. Zero inquiries. Zero calls. Zero revenue.

They're winning a game that doesn't matter.

Viral content appeals to everyone. That's the problem.

You need to appeal to your specific ICP. The executives who can write checks. The founders who need what you sell.

I posted daily for 100+ days. Some posts got 5K views. Some got 200. It was random.

The algorithm isn't your friend. It's a slot machine.

Stop gambling with your business.

Control your reach. Stop praying for it.

For months, I buried links in the comments.

Everyone said links kill reach. So I listened.

Then I started running Thought Leader Ads.

And I realized something: when you're paying for distribution, the algorithm penalty doesn't matter.

I ran a post with a direct link. It got 6 likes. That's it.

But it drove massive landing page clicks and actual revenue.

The rules are different when you control who sees your content.

Whatever the gurus tell you to avoid—links, direct offers, selling on the first interaction—feel free to just do it when you're paying for reach.

The embarrassment? It's in your head.

Almost nobody is watching your organic reach anyway.

And the ones who are? Probably not your buyers.

That's a good thing.

Let that thought set you free.

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

Nick Bennett

I used to run monthly field marketing meetups.

80-100 field marketers would join virtually. We'd talk wins, losses, ideas. Same topic came up every single time.

Tracking.

Everyone had a CRM. Everyone had spreadsheets. Nobody had a simple way to show leadership what actually worked.

Event season is coming. I was lying in bed thinking about this problem again.

So I built something.

It's called Event Impact Tracker. Free. No login. Data stays in your browser.

Here's what it does:

→ Pipeline-first metrics (not badge scans)
→ Auto-calculates ROI and grades events A-F
→ Compares your results against industry benchmarks
→ Exports to PDF or CSV for leadership reports

I built this V1 in about 30 minutes laying in bed watching TV on Lovable last night. It's not perfect. But it solves the problem I kept hearing about for years.

Your CFO doesn't care about booth traffic. They care about pipeline and revenue. This helps you show them that.

No catch. No email capture. Just use it.

https://lnkd.in/eDQ7JirG

If you're heading into event season and need a better way to prove ROI, this might help.

Shoot me feedback! I want to improve this thing, and I'm also semi addicted now.

15+ Year B2B Marketing Leader Turned Founder | ABM, Field Marketing & Events, Influencer Marketing & More | DM Me to Learn More

A campaign that should've taken 2 weeks took me a few hours.

Not because I moved faster. Because there was nothing to wait on.

Most marketing teams aren't slow because they lack ideas. They're slow because they're waiting. Waiting on ops to pull a list. Waiting on copy approval. Waiting on sales to confirm follow-up. By the time everything aligns, the moment is gone.

The play was a cold pipeline re-engagement campaign.

We pulled accounts that showed intent over the past 6 months but never converted. Segmented by product interest and role. Launched a 3-touch email and LinkedIn sequence.

Total time from idea to live: one day.

What made it possible:

→ Segments already built in Common Room
→ Messaging templates ready to adapt
→ No dependency on ops for list pulls or triggers
→ Sales aligned on follow-up the same morning

Within the first week we had replies, meetings booked, and a handful of deals reopened.

The lesson isn't about moving faster. It's about removing the waiting before you need to move.

Segments defined ahead of time. Triggers ready to go. Ownership clear before the play even exists.

The fastest marketing teams don't sprint harder. They've already done the setup so execution is simple when the moment shows up.

What's slowing down your team's ability to act on ideas?

Most event marketers can't defend their budget.

Not because events don't work. Because they're reporting the wrong things.

Finance asks: What did we get from that $50K conference?

And the answer is usually badge scans and booth traffic. That's not ROI. That's activity.

Here's what an actual event report should include:

ICP Accounts Attended
How many Tier 1, 2, or 3 accounts had someone at the event? This tells you if you were even in front of the right people.

Contacts Added
Net-new contacts from attending accounts. Not total scans. New names in your CRM that didn't exist before.

Meetings Booked
Sales meetings scheduled as a direct result of the event. Not "good conversations." Actual meetings on the calendar.

Qualified Pipeline (New)
Net-new opportunities created post-event that meet your qualification criteria. Stage, ICP fit, value threshold. Real pipeline, not maybes.

Influenced Pipeline
Existing opportunities where the event helped move things forward. Deals that accelerated, re-engaged, or unstuck because of a conversation at the booth.

Closed-Won Revenue
Revenue from deals directly attributable or influenced by the event. The number finance actually cares about.

Then calculate two ROI metrics:

Pipeline ROI
(Qualified Pipeline + Influenced Pipeline) ÷ Total Event Cost
Use this to compare efficiency across events.

ARR ROI
Closed-Won ARR ÷ Total Event Cost
Use this for long-term performance.

One more metric worth tracking: Revenue Coverage in the Room. A directional estimate of potential new and expansion revenue based on who attended. Not a forecast. A planning tool.

When you report like this, the budget conversation changes completely.

You're not defending why events should exist. You're showing which ones deserve more investment.

What metrics do you use to prove event ROI?

P.S. let me know if there are metrics you want me to go deeper on here, too!

Everyone's chasing scale. Bigger booths. Bigger audiences. Bigger budgets.

Deals move faster in a room of 7 than a crowd of 700.

I'm joining a virtual panel on March 17th to talk about what's actually working in B2B events right now.

The session: "Events That Actually Convert: What B2B Marketing Leaders Are Doubling Down on in 2026"

Hosted by ConvergeX Connections with a small group of North American marketing leaders who are done with vanity metrics and ready to talk real ROI.

We'll cover what's working, what's been cut, and the experiments shaping event strategy this year.

I'll be sharing my take on micro events. Highly curated. 7-10 people max.

Why I'm doubling down on them:

→ Decision-makers actually show up
→ Conversations go deeper than badge scans
→ Deals move faster because you're not competing for attention

This is a peer conversation, not a webinar. They're keeping it small and curated to make sure the discussion stays tactical.

If you're a B2B marketing leader building your 2026 event roadmap, you can request a spot here: https://lnkd.in/ecF3E-fm

Spots are almost gone, only a few seats are left. Drop a comment if you're applying. Would love to see some familiar faces in the room.

Event ROI doesn’t break at the booth.

It breaks on Monday.

Because by Monday, the context is gone.

The rep remembers:

- the company name
- a vague pain point
- and that the conversation “felt good”

So the follow-up turns into: “Great meeting you at the event…”

Which is basically saying: “I have nothing specific to say.”

Here’s the simplest post-event operating system I’ve found that actually produces pipeline.

The 48-hour event follow-up OS

1) Before anyone leaves the venue, capture context (15 minutes)

Do a debrief while it’s still fresh.

3 Rules:
1.) everyone stays
2.) no laptops
3.) no “we’ll do it later”

For each priority conversation, capture 5 things:

- What problem did they actually say out loud?
- What’s broken in their current process?
- What do they care about personally? (risk, time, reputation, budget)
- Who else is involved? (names and roles)
- What’s the next step they agreed to?

If you don’t have those 5, you don’t have a lead. You have a badge scan.

2) Turn that context into something delegatable (30 minutes)

This is the move most teams miss.

Have reps record a 30–60 second voice note per priority account. Raw. Ugly. Specific.

Now anyone can write the follow-up. Because the “why” is preserved.

3) 24 hours later: send the follow-up that proves you were listening

One email. Short. No fluff.

Structure:

1 line: what you heard
1 line: what you’re sending (resource / recap / next step)
1 line: the ask (calendar link or two times)

If the follow-up doesn’t reference their world, it’s spam.

4) 48 hours later: score the event like an operator, not a marketer
Don’t report “leads.”

Report:
1.) ICP accounts engaged
2.) meetings booked within 14 days
3.) influenced pipeline
4.) one thing to change next time

That’s it.

Everything else is whatever.

What’s your team’s biggest follow-up failure mode today: no context capture, no ownership, or no SLA?

School vacation week starts Monday.

Here's what I think will happen vs. what will actually happen.

Expectation: I'll knock out that strategic project I've been putting off.
Reality: I'll negotiate screen time limits like a hostage negotiator by 9am.

Expectation: The kids will play quietly while I take calls.
Reality: Someone will scream "SHE HIT ME" during my most important meeting of the week.

Expectation: I'll maintain my normal work schedule.
Reality: I'll be answering Slack messages from the bathroom because it's the only room with a lock.

Expectation: We'll do fun family activities in the evenings.
Reality: Everyone will be too tired and annoyed with each other by 5pm.

Expectation: I'll meal prep healthy lunches.
Reality: Goldfish crackers count as a food group now.

A realistic survival guide for the week:

Step 1: Lower your expectations.
Step 2: Lower them again.
Step 3: Accept that "productivity" means everyone is still alive by Friday.

Here's the thing though. I'm taking the end of next week off. And it still feels weird to say that.

When you work for yourself, stepping away is harder than it sounds. There's always something. A client email. A project to tweak. A "quick" thing that turns into two hours.

But this is exactly why I went out on my own. The flexibility to be present when it matters.

So I'm logging off. Mostly.

To all the parents balancing work and a house full of chaos next week: I see you. We're all just trying to make it to the weekend.

Good luck out there.

Your outbound isn't a messaging problem. It's a deliverability problem.

I watched a team spend three months optimizing subject lines, rewriting sequences, and testing new CTAs. Open rates stayed flat. Reply rates kept dropping.

Turned out 40% of their emails were landing in spam. They had no idea.

Here's the thing. You can have the best copy in the world. If your emails aren't hitting the inbox, none of it matters.

Most operators never check this stuff until something breaks. By then you've already burned your domain.

Here's what to actually monitor:

1. Sender Reputation

Check Google Postmaster Tools weekly. If your domain reputation drops to "Low" or "Bad," you're already in trouble. Aim to stay in "High" consistently.

Microsoft SNDS gives you similar visibility for Outlook. If you're selling to enterprise, this matters.

2. Authentication Stack

SPF, DKIM, and DMARC aren't optional anymore. They're table stakes.

But "set up" isn't the same as "configured correctly." Most teams have partial implementations that still leak trust signals.

Run a check monthly. If any of these are failing or misconfigured, inbox placement tanks.

3. Domain Age and Warm-Up

New domains need 2-4 weeks of warm-up before you scale. Sending 500 cold emails from a fresh domain is a fast track to spam.

Volume ramp matters too. Start with 10-20 emails per day. Increase gradually. Jumping from 50 to 500 overnight triggers filters.

If you're running multiple campaigns, use subdomains for outbound. Protect your primary domain reputation.

4. Inbox Placement Testing

Open rates lie. Tracking pixels fire even in spam folders sometimes.

Run seed list tests before launching campaigns. Know where your emails actually land across Gmail, Outlook, and corporate domains.

This is where Warmy comes in.

It automates warm-up, monitors inbox placement, validates your authentication setup, and flags issues before they tank your campaigns.

I've been using it to stress-test deliverability for outbound programs. The visibility alone is worth it.

If you want to boost your deliverability, drop a comment and I'll send you the link.

If your outbound has been underperforming and you've already optimized the obvious stuff, check your deliverability first.

It might be the invisible thing killing your pipeline.

https://lnkd.in/eDAEH22K

Most teams run ABM like a campaign.

Launch it. Measure it. Move on to the next one.

That's why most ABM programs fail.

ABM isn't a campaign. It's an operating system.

Here's the difference:

Campaign mindset: Pick some accounts, run ads, send emails, hope something sticks.

Operating system mindset: Build a repeatable engine with prioritization, signals, feedback loops, and clear rules for when to invest and when to cut.

The operating system has five parts:

1. Account Tiering

Not all accounts deserve the same effort. Build T1, T2, and T3 tiers based on revenue potential and strategic fit. Your T1 accounts get intensive, personalized engagement. T3 gets scaled plays. Stop treating every account the same.

2. Buying Group Mapping

Enterprise deals aren't won by reaching one contact. Map 6-10 stakeholders per account across functions. Operations, IT, Finance, whoever touches the decision. Multi-thread or lose.

3. Signal-Led Prioritization

Stop guessing who's ready. Track event engagement, website activity, content consumption, and sales intel. Prioritize accounts showing real signals, not just the ones sales "feels good about."

4. Channel Orchestration

Your channels should work together, not in silos. Events, content, paid, SDR outreach, sales follow-up. All coordinated around the same accounts at the same moments. Timing matters more than volume.

5. Investment Rules

This is where most teams fail. You need clear criteria for when to increase spend and when to cut it.

Invest more when:
→ Sales has real insight into the account
→ Multiple stakeholders are engaging
→ There's a clear path to pipeline

Cut when:
→ No meaningful engagement signals
→ No sales alignment or account knowledge
→ Activity isn't translating to opportunities

The teams that win at ABM aren't running better campaigns.

They're running a system that compounds over time.

Are you running campaigns or building a system?

Most teams start event marketing when they land at the airport.

By then you've already lost.

The companies generating real pipeline from events aren't doing anything fancy at the booth. They're winning in the 2-3 weeks before anyone shows up.

Here's the pre-event playbook that actually moves deals.

Step 1: Build your hit list early

Pull your target accounts attending the event. Cross-reference with open opportunities, churned accounts worth revisiting, and prospects who've engaged with your content recently.

You're not trying to meet everyone. You're trying to meet the right 15-20 people.

Step 2: Earn the meeting before you ask for it

Cold outreach saying let's grab coffee at the conference gets ignored. Everyone sends that.

Instead:
→ Reference something specific. Their recent funding round. A post they wrote. A challenge their company is likely facing.
→ Offer something useful upfront. A relevant resource. An intro to someone they should meet. A coffee voucher with no strings attached.
→ Make it easy. Suggest a specific time and place. Remove friction.

The goal is to feel like a warm intro not a cold pitch.

Step 3: Create a reason to be remembered

Most booths blend together. Same swag. Same pitch. Same forgettable experience.

Think about what would make someone talk about your booth at dinner that night.

→ Interactive elements that require participation
→ Giveaways tied to engagement not just badge scans
→ Conversations that feel like advice not demos

Step 4: Coordinate your team

Nothing kills event ROI faster than three reps talking to the same prospect while missing a decision maker two booths away.

→ Assign target accounts to specific people
→ Share context on each account before the event
→ Daily syncs to adjust based on who you've actually talked to

The event itself is just the middle of the funnel. The work before is what determines whether you leave with pipeline or just a pile of badge scans.

What's your pre-event outreach look like?

Most marketers build lists the old way.

One tool for companies. Another for contacts. A third for emails. Maybe a fourth for phone numbers.

By the time you've pieced it together, half the data is stale and you've wasted hours.

I've been testing FullEnrich Search and it changes the workflow completely.

Here's the exact play I ran last week:

I had 32 target accounts attending an upcoming conference. Needed to find every VP and Director of Marketing with verified emails before our pre-event outreach.

Step 1: Uploaded my account list as a CSV

Step 2: Applied contact filters
→ Title contains "VP" or "Director"
→ Department: Marketing
→ Seniority: Senior, VP, Director

Step 3: Hit search

143 contacts across all 32 accounts. 95% coverage.

Step 4: One-click enrichment

Verified emails and mobile numbers added instantly. No switching tools. No manual cleanup.

Total time: 12 minutes.

Old workflow would've been 2-3 hours across ZoomInfo, Apollo, and a separate enrichment tool. Plus the inevitable data gaps.

The difference is the waterfall. FullEnrich pulls from 20+ sources so you're not limited to one database's coverage. Contacts that don't exist in Tool A get found in Tool B or C.

If you're building ABM lists, event prospect lists, or campaign segments, run a free search and compare it to your current stack.

FullEnrich just made list building a lot faster.

https://lnkd.in/e9g7Dfq9

#FullEnrichPartner

Badge scans. Booth traffic. "Great conversations."

None of that is ROI.

And if that's what your event report looks like, you're about to lose budget.

Here's the framework I use when I want the CFO to stop debating and start funding.

The 3-Layer Event ROI Framework

Layer 1: Strategic Fit
Was the right audience even there?

→ ICP accounts in the room
→ Tier 1, Tier 2, Tier 3 breakdown
→ Which roles showed up (champion, decision maker, blocker)

If you can't answer this, everything below is noise.

Layer 2: Execution
Did we create next steps that sales can actually run?

→ Meetings booked (strict definition: on the calendar, owned by a rep, scheduled within 14 days, with a named next step)
→ "Follow up next week" is not a meeting
→ Net-new contacts from ICP accounts
→ Matched contacts already in CRM that were re-activated

Those are different outcomes. Report them separately.

Layer 3: Economic Impact
Did this create or move money?

→ New qualified pipeline: opps opened post-event that hit your bar (stage, fit, value)
→ Influenced pipeline: opps that existed pre-event where the event created movement (stage progression, timeline pulled forward, buying group expansion, deal re-engaged)
→ Closed-won revenue (when it matures)

This is where most event ROI is hiding. If you're not reporting influenced pipeline, you're undercounting events and overcounting everything else.

Two ratios that change the budget conversation:

Pipeline ROI = (New qualified + Influenced pipeline) ÷ Total event cost
ARR ROI = Closed-won ARR ÷ Total event cost

Event season is coming. Steal this before your next report.

$150 gift to a CMO. $60 notebook for procurement. Both delivered the same day.

That's not random acts of gifting. That's a Buying Committee Play.

And when it's coordinated with what each stakeholder sees on your website and in their inbox, it can pull deals forward. I've seen it cut 23 days off cycles and push win rates to 68%.

On March 18, I'm running a hands-on workshop at "Websites That Think" where we build this play from scratch.

What we'll cover:

→ The 3 buying group stages and the signals that tell you when to act (and why stage 1 is usually the wrong time to send anything)
→ The Champion Activation Play: why a $40-60 book timed to arrive the day before a demo can drive 90-95% show rates vs ~65% average
→ How to build role-specific website experiences so your CMO, Marketing Ops, and CFO don't see the same generic page
→ The full Buying Committee Play: what to send, to who, what it costs (~$410 for 4 people), and the triggers that kick it off
→ How to measure what's working: leading indicators that show pipeline movement before the deal closes

Before the workshop, there's a panel with Oana Manolache (Sequel.io), Adam Kaiser (6sense), Matt Hammel (AirOps), Amanda Kahlow (1mind), and Guy Yalif (Webflow) on how AI powers intent-aware website experiences and what shifts when buyers arrive from LLMs like ChatGPT.

If you run ABM or field programs and want a repeatable system for moving buying groups faster, this is for you.

Save your seat: https://lnkd.in/emMK7KSQ

Websites that Think Webinar

3 years ago I wrote a post about driving G2 reviews.

500k views. 1,500+ likes. 500+ comments. Over 200 DMs. Remember that? Was wild!

All I did was share what worked.

I've run this playbook multiple times since then. Just ran it again. 100 reviews in 3 days. Pushed us to 1,031 total reviews. We're averaging 85 net new reviews per quarter.

Word of mouth is our #2 source of inbound at Reachdesk.

This stuff compounds.

Here's the playbook:

1. Build your list with intent

Use your CRM to filter by customers who actually use the product, not one-off senders. The goal isn't to cherry-pick positive reviews. It's to get feedback from people with enough experience to give you something useful.

2. Write the email like a human

No corporate speak. Keep it simple: thank them, ask for the review, offer a gift when it's live.

3. Make confirmation easy

Instead of screenshots, I added a form where they drop their review link. Less friction. Easier to verify.

4. Send real gifts

Not gift cards. Actual things. The Amazon integration within Reachdesk lets me send stuff that feels personal, not transactional.

Conversion rate this time: ~40%.

But collecting reviews is only half the job.

Most teams let reviews sit on G2. That's a waste.

Here's how to activate them:

→ Tag by use case. Sales, marketing, CS, events. Now you have proof for every vertical conversation.
→ Mine for language. Customers describe your value better than you will. Use their words in ads, decks, and outbound.
→ Route feedback to product. Complaints are free research.
→ Identify champions. Detailed reviewers are case study and reference candidates.
→ Build a proof bank by objection. Sales should have reviews organized by the concerns they answer.

Reviews on G2 are social proof. Reviews organized and activated are a sales weapon.

Word of mouth being our #2 inbound source isn't just G2. It's the team doing great work across CS, product, and marketing. But reviews are one piece of the flywheel that compounds when you stay consistent.

The biggest mistake I made going fractional wasn't pricing.

It was saying yes too fast.

When you're solo, every "maybe" feels like revenue. So you take the call. You scope it live. You promise speed. You think you'll "figure it out."

And then 3 weeks later you're stuck in:

→ vague goals
→ 6 stakeholders
→ 0 decisions
→ "can you just…" requests at 9:47pm

So I built a filter.

Not a vibe check. A decision check.

Here are the 3 things I look for before I take on a fractional client.

1) A real owner (not a sponsor)

I don't mean "the CEO likes marketing." I mean a single person who:

→ owns the outcome
→ shows up every week
→ can say yes/no without a committee
→ will actually ship with you

If they can't point to an owner in the first conversation, here's what happens:

You become the owner.

You're chasing feedback. You're herding calendars. You're translating marketing into English for six different people.

Fractional doesn't fail because you didn't do enough.

It fails because no one inside the company is accountable for decisions.

Question I ask:
"Who is the person that will make the call when there are tradeoffs?"

If they hesitate, that's the answer.

2) A decision they're trying to make (not a hope)

"Grow awareness" is not a decision. "Do more demand gen" is not a decision.

A decision has a fork in the road.

Examples:

→ "We're choosing one ICP and building the Q2 plan around it."
→ "We're picking one primary channel for 90 days and committing."
→ "We're fixing activation or we're fixing pipeline, not both."
→ "We're repositioning the offer and changing the site copy."

If there's no decision, the engagement turns into activity: posts, decks, tweaks, random campaigns, busywork.

And you can't create leverage from busywork.

Question I ask:
"What's the decision you want to be able to confidently make 30 days from now?"

If they can't answer, you'll end up writing strategy that no one uses.

3) Protection for your time (constraints that make fractional work)

Fractional works when everyone respects the constraint.

Because your leverage is not "being available." It's making the right calls with limited time.

So I look for evidence they can operate like adults:

→ one Slack channel, not 12
→ weekly working session on the calendar
→ async updates in one place
→ a turnaround SLA (ex: feedback within 48 hours)
→ no "urgent" requests unless revenue is on fire

If they want full-time responsiveness on a part-time engagement, they don't want fractional.

They want an employee they can't afford.

Question I ask:
"How do you want to handle requests between meetings: async doc, Slack, or a weekly queue?"

If they say "we're pretty ad hoc," what they mean is: "You'll be on call."

I still lose deals because of this.

Good.

The goal isn't to be booked. The goal is to be booked on terms that let you do great work.

If you're solo/fractional right now, which part breaks most often: ownership, decisions, or time protection?

Most teams pick gifts by guessing.

Scroll through a catalog. Hope it lands. Cross fingers it feels personal enough.

That's not strategy. That's wishful thinking.

Personalized gifting works. We know this. The problem has always been the tradeoff: do it right and it takes forever, or do it fast and it feels generic.

Gifty removes that tradeoff.

It's an AI assistant built into Reachdesk that handles the research, matches gifts to role, region, budget, and goal, and drafts a note that actually sounds like you thought about it.

What used to take 15-20 minutes per send now takes a few.

That changes the math on when gifting makes sense.

You can use it for the high-value T1 plays you're already doing. But now you can also use it for the moments you'd normally skip because they weren't worth the time. The no-show follow-up. The deal that went dark. The post-event touch that usually gets deprioritized.

More personalized sends. Same bandwidth.

That's the unlock.

DM me if you want to see it in action.

Most teams pick gifts by guessing.

Scroll through a catalog. Hope it lands. Move on.

We're changing that at Reachdesk.

Coming soon.

DM me if you want a sneak peek 👀

Most teams use AI to write the email.

Wrong use case.

Use it to QA the email.

The fastest way to kill conversion is a mismatch you can't see anymore:

→ Email promise says one thing
→ Landing page delivers another
→ CTA is a vibe
→ You ship it anyway

Here's the exact prompt I use before I send anything to a list. Takes 5 minutes. Catches the dumb stuff that costs you pipeline.

👇 Copy this

GTM PREFLIGHT PROMPT

You are a B2B conversion editor. Your job: find mismatch, friction, and marketing fluff before I ship. Be direct. Be specific. Quote the exact line that triggered each issue.

PASTE YOUR ASSETS BELOW:
- ICP description:
- Offer (what they get, terms, price):
- Email draft:
- Landing page copy:

RULES:
- Assume the buyer is senior, skeptical, and skimming
- No generic feedback. Every suggestion includes the exact replacement copy
- If something works, say nothing. Only flag problems.

OUTPUT:

1. PROMISE ALIGNMENT
What does the email promise? What does the landing page promise? Score alignment 1-10. If under 8, write one revised email sentence that matches the page.

2. FIRST 10-SECOND OBJECTIONS
List the 5 reasons a skeptical VP would bounce before scrolling. For each: the triggering line → the objection → one rewrite.

3. FLUFF DETECTOR
Flag up to 4 lines that sound like marketing. Rewrite each to sound like an operator wrote it.

4. CTA CHECK
Is the current CTA a clear next step or a vague ask? Rewrite the CTA 3 ways. Each should name a specific action and timeframe (e.g., 'Book 15 min this week', not 'Let's chat soon').

5. TRUST KILLERS
Flag anything that feels exaggerated or salesy. Give the safer version.

6. PRIORITY FIXES
The 5 edits that will move conversion most, ranked.

---

If you try this, what did it catch that you would have shipped anyway?

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The Battle

Jakub Zajicek

Nick Bennett

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Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Jakub Zajicek's LinkedIn Performance

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