James Carbary

Lover of Jesus, Lisa, JJ, and B2B video. Trying to end the foster care crisis in America.WHAT WE DO: Quarterly in-person video sprints that give our clients video coverage across their entire buyers’ journey.WHO WE HELP: Busy marketing teams that need a dedicated video team to plan, create, &amp; promote video podcasts, video ads, event video, product explainers, social shorts, customer testimonials, and more.WHY IT WORKS: Video is the language of the internet. Your marketing team should be fluent in it. We can help get them there.READY TO TALK? You can email me at james@sweetfishmedia.com or text me at 405.206.8580

Board Member

We equip local churches to help strengthen and support foster, adoptive, and biological families.

Your Marketing Team’s Video Team | Founder of Sweet Fish (3x Inc. 5000)

No one was harmed in the making of this video 😂

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 SEO agency isn't delivering demos & revenue?

WE FIX THAT.

OUR GROWTH STRATEGIES:

→ SEO to get top of Google & LLMs, bringing revenue-focused demos and signups
→ Start driving pipeline from AI and Google organic as fast as 90 days

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

I ask the public: whats the point of linkedin?

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)

If Backstreet Boys did b2b marketing.

SaaS SEO for revenue NOT vanity in the world of AI search: https://lnkd.in/e7XuM6au

What cover should Breaking B2B do next? 👇

Marketing: please don't rely on AI for SEO

CEO:


Watch full B2Backstreet Boys vid: https://lnkd.in/e9warMqW

RB2B are coming for the incumbent with AI search. 2yr old vs 14yr old SaaS. Here's our game-plan this month for Adam Robinson to keep ramping organic market share and pipeline from SEO/AEO:

QUICK SNAPSHOT.

Our focus is to continue driving sign-ups as quick as humanly possible from SEO/AEO and earning mindshare for RB2B whenever ICPs need visitor identification software, are comparing vendors, annoyed with their current provider or have the expensive problem we solve.

We've seen solid AI & search wins against long-term competitors (see images).

We’ll keep prioritizing competitor-focused bottom funnel KWs to capture high-intent demand. The plan includes 2x product listicle articles and 2x pricing-intent pages, targeting folks in evaluation or purchase mode.

“Uplead alternatives” pages across multiple domains are currently driving high-value traffic, indicating strong switch intent. RB2B can intercept this demand with a differentiated alternative page. “Hunter io pricing” represents a high-volume BOFU query where capturing comparison-driven traffic to directly influence purchase decisions.

We're crafting a comprehensive guide on “Lead scoring best practices”, a strong mid-funnel topic for RB2B because buyers searching it are actively trying to improve lead prioritization and sales efficiency. It allows RB2B to reframe why traditional scoring fails and position real-time website intent as the missing input that makes lead scoring actionable.


NET NEW CONTENT CREATION.

listicle articles:
- uplead alternatives
- happierleads alternatives

a quick summary and intro, why listen to us, what is uplead/happierleads, why look into alternatives (based on what prospects say e.g. on G2), list of 10 alternatives, RB2B at #1 with why customers choose them, show product in action, pricing and feature info, where we are a good + poor fit then list of 10 other options below with fair summary + conclusion and FAQs.

listicle and alternative/competitor content on your own site is solid for being cited and recommend in AI search and enables you to control the narrative with dream clients on ChatGPT and google ai overviews.

pricing guides:
- hunter io pricing
- snitcher pricing

these pages review the software pricing, share user feedback, breakdown of costs and share where RB2B is differentiated and why customers choose them. plus they often rank well within 90 days.

mid-funnel guide:
- lead scoring best practices


EARN BACKLINKS.

Secure niche relevant da50+ backlinks for:
- sales outreach strategy
- sales outreach plan
- lead capturing
- how to identify website visitors


EXTERNAL LISTICLE ARTICLE PLACEMENTS.

Secure placements on articles evaluating software like ours that are well ranked in google and AI searches for:
- sales prospecting platforms

___

Grab a call to see if Breaking B2B can scale demos quick as 90 days for your SaaS: https://lnkd.in/e7XuM6au

Watch my 34-minute SEO/AEO breakdown video for RB2B: https://lnkd.in/eiZfaXXq

I’m seeing SaaS execs burn time and cash on the AI prompt tracking goldrush…and it’s KILLING me. Do this instead if you wanna drive pipeline:

Rather than tracking every prompt under the sun that has a tiny bit of relevance to your brand that someone may or may not type into ChatGPT needing your solution…

…Just because it looks cool and gives a great looking chart on a LLM visibility tool.

It reminds me of SEO agencies that would push top funnel articles and content to get max traffic at all costs that drove little to no pipeline and revenue.

The better way?

Focus on what your ICP search on Google and AI search when:

- needing your solution now
- comparing different vendors
- looking to move from the incumbent 
- having the crisp problem you solve

and starting with those 5% in market.

get your brand recommended in LLMs and rank on Google for these money terms first. 

often these have less search volume but high buying intent, can rank and get you cited on AI faster and often drive pipeline fast as 90 days with the right strategy.

PS. grab my 90 days to revenue SEO/AEO video guide: https://lnkd.in/et7yce7s

I started Breaking B2B because I’m selfish as fudge.

Rewind a few years.

At my last agency.

Monthly cash flow was up and down

We’d sell a few projects and be on an up.

And the next month have low sales and be struggling.

A stressful life.

Then it clicked.

We had a steady flow of daily leads from our organic #1 money keywords on Google.

Why not offer the same for our clients 

Do something we can deliver well on.

Get organic search working to drive solid leads for them.

And secure us some monthly recurring revenue.

After some time…

I learnt B2B SaaS companies were the ones we got best results for 

They had the problems we solve around:

- lacking SEO resource in house
- competitors outranking them on Google & AI search
- relying too much on paid ads or outbound
- last agency delivering traffic but not pipeline 

So in Feb 2024 Breaking B2B began with one focus. 

B2B SaaS SEO & AI search for revenue NOT vanity.

This strategy is cooking demos for us weekly and I'm yet to find a more powerful SaaS marketing engine...but it's not one channel. It's a DEADLY TRIO:

- Linkedin (exec brand + paid)
- SEO & AI search
- Youtube

In 22 minutes you're gonna learn:

- The results they drive
- How they work together
- Exactly how to leverage each one
- Why these deadly 3 channels crush it

This playbook helped Breaking B2B go from 0-$2M ARR in 2yrs.

Watch the full breakdown: https://lnkd.in/ejQkzPVR

RB2B just hit $7.8M ARR w/ 3 FTEs. We've ran their SEO/AEO engine since $5M ARR (7mos ago). Peek our exact strategy for Adam Robinson' SaaS this month:

BACKGROUND & RESULTS SO FAR.

Our focus driving sign-ups as quick as humanly possible from AI and google organic search. So far we have great coverage with top spots on google and consistent brand recommendations on LLMs for all major competitor alternative searches, visitor identification software searches, comparison searches and a bunch more use case and integration ones. Through a mix of customer research focused content, light technical works, link building and external listicle placements. Per below screenshot and Adams words...its paying off. Let's dive into the strategy this month.


NET NEW CONTENT

listicle articles:
- best lead intelligence software (400 searches/mo)
- opensend alternatives (90 searches/mo)
- lead qualification checklist (600 searches/mo)

comparison landing page:
- leadfeeder vs lead forensics (150 searches/mo)

3x bottom funnel pieces and 1x mid funnel piece. All manually crafted.

The first piece targets “lead intelligence software”, a keyword with solid search demand. A product listicle will allow RB2B to capture decision-stage traffic from buyers actively evaluating lead intelligence and visitor identification tools. Positioning us as the #1 backed by why customers choose us, pros and cons, pricing, showing our product in action + CTA...then a fair evaluation of other tools. Solid to control the narrative and these pages often get cited in AI search.

We'll also publish a competitor comparison page, sharing where RB2B is a stronger alternative across different use cases for users evaluating website visitor identification or intent data platforms. 

Another BOFU page will target OpenSend alternatives and competitors, helping intercept comparison-driven traffic.

Lastly, a listicle article around lead qualification checklists, aimed at attracting sales and RevOps teams looking to improve their lead qualification processes and naturally introducing RB2B as part of the workflow.


BACKLINKS.

We'll earn da50+ niche relevant links for:
- data enrichment tools
- 6sense alternatives
- 6sense competitors
- intent data types	


EXTERNAL LISTICLE PLACEMENTS

Huge for LLMs to cite. Top 3 placements. Great for classic SEO too with a solid backlink.

___

Wanna see if we can scale demos quick as 90 days for your B2B/SaaS?

Visit the Breaking B2B site to check our results, pricing and grab a call: https://lnkd.in/e7XuM6au

Watch my 34-minute SEO/AEO breakdown video for RB2B: https://lnkd.in/eiZfaXXq

Breaking B2B went from $50k/mo to $185k/mo last yr. George Coudounaris runs our LinkedIn Ads and most enquiries mention LinkedIn on calls. Here’s exactly what he did (and our plan to hit $400k/mo this year):

BACKGROUND.

With organic reach tanking like crazy I knew LinkedIn ads would be key to keep top of mind for our SEO/AEO services for B2B SaaS marketing leaders and to amplify my organic content. 

Plus, fixing our funnel of SEO/AEO and YouTube traffic who hit our site but didn't convert.

Getting the deadly trio: SEO, YouTube and LinkedIn cookin'


THE STRATEGY.

(1) George made me get brutally clear on ICP 

With a very limited budget to start (1.2k/mo), we weren’t going to rely on LinekdIn’s native filters. We wanted a TIGHT company list that matched his ICP of B2B SaaS companies he serves best. 

So he asked me:
Who are your best clients? 
Who gets the most value?
Which companies do you want more of? 

Turned that into firmographic filters, pulled a list, looked through it manually - so we knew we were getting in front of the right companies from Day 1. 


(2) Thought Leadership Ads became the growth engine

Thought Leadership Ads are winning right now for many b2b orgs with execs already organically posting with a following. Its high engagement rates mean you get better bang for your buck, and is a great place to start.

(my engagement rates are 8-15%) 

But we don’t just boost any content. 

Before we started,
We mapped best performing posts to the 5 Stages of Awareness

• Stages 1-3 → cold audiences
• Stages 3-5 → warm audiences

Then filled any content gaps.

Next step: every post needed a CTA.

Early-stage posts link to helpful resources.
Later-stage posts push toward booking a call.

Result?

Thought Leadership Ads consistently hit engagement rates as high as 15%, which meant Sam was everywhere his buyers looked.

Since then, we’ve layered in:

• Company page ads so Breaking B2B grows beyond my face
• Amplifying clients/partners getting results posting about Breaking B2B

So the brand scales, not just me.


(3) Constant Optimisation of Thought Leadership Ads

Judge the top performing Thought Leadership Ads by looking at:
Engagement rate
Cost per landing page click (a custom metric not available in platform)
New subscribers
High intent pages
Calls booked

And have a tight feedback loop on what’s landing to closed-won. 


(4) Acknowledge the reality of the buying journey 

Most prospects aren’t in-market today. Many have an SEO vendor they’re probably not seeing value from. 

Others are getting their business to the point where they can finally invest in SEO/AEO. 

The ads keep us top of mind. So when they’re ready, they come straight to Breaking B2B.

—

What’s next as we push toward our stretch goal?

• Upload a new company list to double audience size
• Increase spend to scale reach
• Scale top-performing ads into the expanded audience
• Grow company page ads so demand scales beyond me


Follow along as George and I share results!

VP Marketing: "how do we justify more investment in content, SEO, or AEO when traffic is less reliable, attribution is messy, and every tool promises charts that go up and to the right?"

Me: stop treating AI search like a vanity traffic game.

Treat it like a consideration set game.

Wynter asked 101 SaaS CMOs which channels they use to discover and research vendors.

84% said they use AI tools.

Instead of scaling content for the sake of volume, focus first on high-intent, bottom-of-funnel pages that earn mindshare and drive pipeline.

strong comparison and alternative pages.

industry pages, verticals pages, product listicles.

clear positioning on your own site.

external mentions on the sites LLMs are pulling from for pipeline driving prompts and keywords.

Control the narrative on your own site.

Build credibility on third-party sources.

Measure pipeline impact, not just visibility metrics.

and the best part?

done right, this playbook gets you ranked well on google organic

and mentions on AI search for high intent buyers.

a double win.

PS. grab my 90 days to revenue SEO/AEO mini-guide and video: https://lnkd.in/et7yce7s

Here's the 7 top pipeline channels for SaaS marketers & founders....based on 24 months of data and 755 discovery calls:

(755 sales call transcripts analysed across 2 years).


1. Paid Ads (Google + LinkedIn): 28%

Most explicitly stated dominant channel.

Quotes:
“70% of our inbound comes from Google ads, LinkedIn…” 
“We’d kind of spent money on Google ads for a few years… last year we got two inbound inquiries qualified.” 

Often described as:
- Majority of inbound
- Primary measurable driver
- First lever to scale or cut


2. Outbound Sales: 24%

Extremely common among:
- Early-stage SaaS
- Bootstrapped companies
- Technical founders

Examples:
“Outbound, sort of outbound work.” 
Hiring AEs / BDRs to fill pipeline 

Many companies say:
- Inbound is low
- Sales team drives growth


3. Referrals / Word of Mouth: 18%

Example:
“Word of mouth, referrals, they trust way more…” 

Often described as:
- Best quality leads
- Hard to scale
- Relationship-driven


4. SEO/AEO: 14%

Rarely dominant, but often present.

Quotes:
“30% coming from direct or organic.” 
“It’s not doing that at the moment.” 
“I want it to be a big jumping off point for inbound… and it’s not doing that at the moment.” 

Common answers:
- A desired channel
- Underperforming
- “Trickle of leads" 

Organic search often described as:
- Secondary
- Under-optimized
- Desired but not yet performing


5. Partner / Ecosystem (marketplaces, integrations): 7%

Usually:
- Supplemental
- Not fully controlled


6. Social Content (LinkedIn, Podcast, YouTube): 6%

More common among:
- Founder-led brands

Organic linkedin posting and social selling is big here.

YouTube massively neglected still in B2B SaaS.


7. Events / PR / Community: 3%

Mentioned occasionally but rarely primary pipeline driver.

Often:
- Trade shows
- Speaking
- Industry PR
- Slack/Discord groups

____

PS. join 1,951+ b2b legends enjoying the Breaking B2B newsletter (instantly unlock 90 days to revenue SEO/AEO playbook): https://lnkd.in/et7yce7s

RB2B (24mnth startup) are catching the 14 year old incumbent…7 months after starting SEO & AEO w/ Breaking B2B: 

Owning positioning for the niche.

Controlling the narrative.

Recommended in AI search.

Top of Google organic.

No vanity traffic.

Focused on high intent buyers.

Hunting for their software now.

Comparing options available.

Needing a specific integration.

Frustrated with current provider.

Having a crisp painful problem to solve.

Driving sign-ups and revenue.

___

Peek the full video breakdown we run for Adam Robinson’ SaaS: https://lnkd.in/eiZfaXXq

Grab my 90 days to revenue SEO & AEO playbook: https://lnkd.in/et7yce7s

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I ask the public: how to get #1 on google?

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