Sales Executive | €12M+ in Deals | Otto’s Organics Co-founder | Hardware Specialist | Open for New Opportunities

Co-founder and Sales Lead at Otto's Organics, a new-generation family business that sells organic and sustainable products. With over 10 years of experience in the information technology and services industry, I have a proven track record of generating €12M+ in deals, delivering solution selling, and managing tender offers.

My core competencies include sales metrics, technical sales, and consumer goods sales. I am passionate about creating positive social and environmental impact through innovative and ethical business practices. I co-founded Otto's Organics to offer high-quality and affordable products that support the health and well-being of our customers and the planet.

Rait Otto

Build Your B2B Content Strategy with my Course

In 2022, I bootstrapped an agency to $1M in 14 months, and sold it in 2023. During this time, I went from 'growth marketer' to 'content marketer' for 1 simple reason: 

B2B buyers educate themselves with content before buying.

- They prefer to discover you with a LinkedIn post
- Then watch a 10-min youtube explaining your POV
- Or reading a newsletter about an in-depth case study

That's how they buy, and you need to adapt.

So you need to create content but the goal is not to become a pop star.

You don't want to follow this weird model where you publish 'engaging stories' and then 'funnel down' people to middle of funnel content.

What you want is to position yourself and your business as an industry authority.

That's why I created the authority-first framework.

To help B2B businesses create content that attract buyers.

- Check out our website here: contentpath.co
- Or you can DM me directly to start working together.

Pierre Herubel

B2B and B2C marketing have one BIG difference:

(Yet many marketers think they're "similar")

The buying decision process is completely different.

In B2B:

- Multiple stakeholders with different roles and objectives.
- They collaborate in a shared "buying project";
- To purchase a solution that will drive ROI.

In B2C:

- One buyer or a small group of relatives;
- Aligned around a single decision.
- So they can decide faster.

As a result, the entire marketing job is different:

- The audience you target
- The message you share
- The content you create
- And how you distribute it

So you're either a B2B marketer, or a B2C marketer.

That said, there are of course common foundations:

- The need for targeting, value proposition, and messaging.
- The importance of a clear market positioning and brand.
- The mandatory social proof, trust, and external reviews.

And in the latest years, we've seen B2B getting closer to B2C;

- Rise of social media and communities as decision hubs;
- More room to influencer marketing and thought leadership;
- And the line between B2B and B2C is fading for solopreneurs.

What other similarities do you see between B2B and B2C marketing?

I help B2B businesses get clients with content

This question will shape your B2B strategy in 2026:

(It impacts your offer, hires, and budget)

"Do you want to build a marketing-led or a sales-led system?"

Here's the difference:

1/Marketing-led 

The efforts are mainly on marketing actions (content, ads, emails...). So you need an offer that is easier to sell and requires fewer 1:1 conversations. 

You maximize the volume of interactions with your ICP and create a frictionless first sale. It's ideal if you target SMEs, midmarket and sell an MRR offer.

2/Sales-led

The efforts are mainly on sales actions (BDR, proposals, calls...). You spend a lot of time in 1:1 conversations but have a high-ticket offer that makes this profitable. 

You maximize the $ACV and $LTV of each deal but spend a lot of time in actions that "don't scale". It's ideal if you target upmarket and enterprises (or if you're in a vertical niche).

So the answer to this question is crucial.

It impacts everything else:

- Your offer: do you want a frictionless MRR offer or a high-ticket offer that requires long sales cycles?

- Your ICP: do you prefer to target midmarket or enterprises? (to be exact, your ICP affects the decision and you can later expand to another ICP with a secondary motion)

- Your day-to-day: do you want to spend your time optimizing 1:1 sales conversations or 1:many marketing actions?

- It also impacts your hires (sales or marketers?), your budget, your energy, your agenda...

I chose a marketing-led approach for my business.

It fits my personality and my skills as a founder.

We still do sales calls, but the heavy lifting is done by content and marketing.

Many founders confuse marketing strategy with tactics:

- They think "running ads" is a strategy;
- They think "posting daily" is a strategy;
- They think "doing webinars" is a strategy.

Because of this confusion, they don't have a high level plan.

- Who are we helping;
- For what problem;
- How we solve it differently;
- And what do we say.

As a result, they lack focus and direction.

- "Let's try this new channel!"
- "I read about a new automation hack!"
- "We don't want to miss this opportunity"

And it puts the business into a reactive posture:

No clear direction → Something external happens → We react to it → We try a new tactic → Intensify the lack of direction

To get out of this reactive marketing loop, you need to:

Distinguish strategy from tactics.

1. Strategy comes first: It's the high-level plan that guides how to achieve revenue goals.

2. Tactics come second: It's the specific actions and methods used to execute the strategy.

And don't forget the feedback loop between them.

Tactics' results always inform the strategic decisions.

Follow me Pierre Herubel for daily marketing tips.

This is the winning B2B Marketing playbook for 2026.

Let me break it down for you with 5 pillars:

1. Create content for passive buyers

Some businesses are not ready to buy (for various reasons) and don't want to be in your linear sales sequence. The best scenario is to build top of mind awareness for these types of buyers through content marketing.

- Develop clear content pillars
- Publish consistently across time
- Vary formats and channels

2. Build a solid intent signals gathering system

For long we thought attribution was the key, but with the new B2B marketing playbook, intent signals are more important. You need to constantly identify a list of prospects that have higher intent than average.

- Track content engagement across channels
- Score prospects based on signals and frequency
- Centralize signals in one CRM or system

3. Use ads to amplify what already works

Ads will not create demand out of the blue but it will expand your reach and reinforce awareness with repetition. 

- Promote top-performing content
- Retarget engaged and high-intent audiences
- Focus on repetition, not aggressive messages

4. Get ready to capture demand from active buyers

When they're ready, businesses want a fast response across channels. If you take 48 hours to reply to an inquiry, you'll lose (especially in red ocean markets). Build an efficient inbound sales system to capture and manage demand.

- Optimized social media profiles
- Dynamic forms to segment leads
- Soft captures like webinars or guides

5. Run warm outreach for potentially active buyers

Some ready-to-buy prospects who like your brand may not contact you. They may be busy, forget, or assume you’ll reach out. Acknowledge this reality and contact them directly.

- Build a social selling routine
- Create warm email sequences
- ABM for larger accounts

And AI is an enabler across the playbook.

***

We are looking to help 3 more B2B businesses to install and run this playbook in Q1 2026, tell me if you're interested.

Biggest mistake I see in B2B revenue strategy:

(Read this to increase your revenue in 2026)

Focusing only on adding new qualified opportunities to the pipeline...

...when the sales and upsell systems are inefficient.

Let's call it the "pierced basket syndrome".

Here's what happens:

1. You get leads through marketing and SDRs actions (content, ads, outbound...)

2. But the sales system is not efficient (low closing rate and low initial contract value)

3. And the upsell system is not efficient or nonexistent (low number of upsells and customer lifetime value is not maximized)

As a result, the business is leaking potential revenue.

That's a pierced basket.

Now, here's how to fix the leak.

1. Acknowledge these 2 rules of sales

- Rule 1: It's easier to close a qualified prospect you're already in conversation with than to find a new one from scratch.

- Rule 2: You're far more likely to make a repeat sale with an existing client than with a stranger.

2. Activate more levers than "let's get more leads"

Across marketing, sales, and upsells, you can:

- Increase the quality of opportunities (e.g. go upmarket)
- Increase your show up rate, and closing rate
- Increase your sales velocity (how fast you close)
- Increase the initial average contract value ($iACV)
- Increase the contract duration (e.g. 1 month to 6 months)
- Increase the number of upsells and cross sells
- Increase the number of clients that become ambassadors

Easier said than done, but at least it's diversified.

So the business is not stuck on "getting more leads".

3. Focus on upsells so you can reinvest in marketing

Upsells are a great lever to grow revenue.

The reasons are obvious once you think about it:

- Reason 1: No marketing spend needed as the prospect is already your client.

- Reason 2: Upsells accelerate your CAC payback (you recover acquisition costs faster)

- Reason 3: Because there's no acquisition cost on existing customers, you free up budget to reinvest in marketing.

**

That said, the volume of opportunities is also important:

- You need volume to test and iterate to reinforce the system
- At some point, you need volume to hit the target

But the point stands: it's not the only lever available.

CEO: "We need to align marketing and sales."

Me: "The 1st step is to delete this misconception:"

Marketing stops when the sales process starts.

Here's how that mistake usually goes:

- Marketing is here for awareness and leadgen;
- When those 2 boxes are ticked, it's finished;
- "Ok we sent you a lead, we've done our job!"
- Then it's time for the sales team to shine!

This "funnel" looks like the perfect handoff in theory.

But from the buyer perspective it's the same brand and the same journey.

They don't instantly forget the ads, social content, and videos when they start speaking with your sales team.

Marketing still largely impacts the buying decision during the sales process for 2 reasons:

1. The marketing messages anchored them

They come into the sales process with beliefs and feelings they got from your marketing actions. The messages and insights you shared before have an impact on the sales conversations (objections, objectives, questions).

2. They still see your marketing actions during the sales phase

While talking to your sales team, your prospects keep seeing your posts, videos, emails, or case studies on your website. These actions have a new impact on their decision (it can reinforce a positive feeling or the contrary).

That's why you need to do this:

- Make sure you share the exact same messages across marketing and sales for a coherent journey.

- Don't alternate intense marketing seasons with low marketing seasons. Instead, run evergreen marketing with consistency.

And remember:

For buyers, it's the same brand and the same journey.

I've seen hundreds of ambitious marketing plans:

- "We'll create a new category"
- "We'll launch 4 channels at the same time"
- "We're not a SaaS, we're an all-in-one advisor"

And I understand the point, it's good to have a vision.

But the best brands out there have realistic marketing plans.

- They know what plan they can afford.
- They stick to the plan (even when it's hard).

So here's the process:

1. Come up with a realistic (and clear) plan
2. Stick to it for a long period of time

Those 2 steps put you ahead of a lot of marketing "plans".

There is a weird thing about marketing.

From outside it looks simple, but when you zoom in:

- You need to understand human psychology
- You need to nail foundations like the messaging
- You need patience but also urgency to bring results
- You need to think like an engineer with experimentation

Or, well, all of this could be skipped, but...

... the marketing would not work.

And that's the main point here.

It's extremely easy and fast to do marketing that doesn't bring results.

- Just write a bunch of words that sound cool
- Spend some money on ads to "get leads"

But when you're really involved and try to get results.

It takes knowledge, time, practice, efforts, trials, and patience.

The best way to procrastinate on marketing is this:

- Create a website with 15 pages and 5 offers
- Multiply taglines to fit the 4 different ICPs
- Spend 90% of the time updating the "funnel"

This is a lot of work and it leaves only 10% left to create audience traffic.

So the problem is twofold here:

1. The funnel gets too complex so visitors have decision paralysis: they don't know what to do next.

2. The marketer in charge doesn't have enough time to create content, run ads, send DMs and emails.

But I have good news.

The solution to this problem is simple:

Reverse completely the time allocation.

1. Create a simple website with 1 offer for 1 ICP so it is clear and easy to maintain. Once properly set up, this represents 10% of your time.

2. Spend 90% of the time on generating awareness, authority, and traffic (mainly from content).

This way, your audience sees your content (or ads and emails), visits your simple website, and clicks on the unique CTA. Then, during the sales process, you can sell a clear offer.

That's how you build a solid marketing function.

I've used 3 B2B growth models:

1. The lead generation waterfall model

Publish SEO articles → Host whitepapers → Get leads → Send sequences

2. The growth marketing model

Experiment cold emails → Get leads → Experiment other channels

3. The social-first model

Publish content → Identify intent → Social selling

They were all interesting and efficient.

But in 2026, I now advise to run a "social-first" growth model:

- Publish content across personal brands
- Transform your brand into a media
- Analyze intent to prioritize outbound
- Use AI for all the technical systems

It's clearly a great model now.

- The customer acquisition cost (CAC) is low
- Intent-based outbound increases response rate
- Content contributes to both brand awareness and pipeline

Now of course you can still use some elements of the past models:

- A whitepaper and a webinar can be great
- Growth marketing sprints unlock new channels
- Outbound sequences work well (if signal-based)

And above all, you still need to nail ICP, positioning, messaging.

The model is evolving, but the foundations remain.

I've been doing marketing for 10 years.

These 9 concepts made me a better marketer:

9 Marketing Concepts to know in 2026

I answer the 7 questions I get most about positioning:

(Full positioning masterclass for 2026)

1. How important is positioning?

- When starting, choosing your desired positioning is crucial as it will impact the rest of your marketing and content strategy.

- Forging a positive perceived positioning (how the market perceives you) is a crucial goal of marketing.

So positioning is really a 10/10 in terms of importance.

2. Is positioning different from messaging?

Positioning and messaging are 2 sides of the same coin: if you don't deploy your messages across channels consistently, your positioning stays in your strategy deck.

3. What are the steps of a positioning process?

As shown in the infographic attached:

- Decide how you want to be perceived
- Explain how you will achieve this objective
- Write your messaging strategy
- Deploy messages across brand touchpoints
- Repeat with coherence and consistency
- Your audience shapes their own perception of your brand

4. Who is in charge of positioning?

- It's primarily a shared function between founders (business strategy) and marketing (marketing strategy)

- It's secondarily a responsibility of client-facing teams to respect the positioning (example: sales should follow the core messages)

5. What are the most frequent mistakes in positioning?

- Not having a positioning strategy at all
- Targeting too many ICPs, so the positioning is vague
- Not using the same messages across channels
- Not sticking to a positioning long enough

6. How can you tell if a positioning/messaging strategy is good?

It:

- Instantly targets a clear ICP and use case
- Shares the same messages across channels
- Communicates clearly "what's in it for the client?"
- Makes the business stand out (clear unique selling point)

7. Why is positioning so hard?

Because you cannot control the end goal (the perception of your audience).

You can only influence it with consistency and discipline in your messages.

That's why you need to choose a positioning and stick to it for a long period of time.

Founder: "We're not getting enough inbound leads"

Me: "What's your biggest marketing constraint now?"

Founder: "We're not sure, it's probably our design skills"

The truth is that:

The surface-level constraint is often not the primary cause of low inbound leads.

So you'll need to audit your marketing function entirely.

Here's a 4-step process to do this:

1. Get clarity on the root problem

- Identify the negative symptoms
- Link the symptoms to the root problem
- Audit the problem with an expert (internal or external)

2. Set up a plan, based on the problem's nature

- Turn the audit into recommendations
- Prioritize and plan the implementation
- Set a timeline with key objectives

3. Implement the recommendations

- Execute the top priority actions first
- Fix the problem at its core 
- Install a simple system that won't break

4. Assess and iterate based on the impact

- Monitor carefully the evolution of symptoms
- Analyze if the actions fixed the problem
- Implement new actions based on results

Subject: Marketers need to think more like CFOs in 2026.

Limiting the marketing scope to "leads" creates 3 problems:

1. It creates a misalignment between the marketing function, the sales team, and the business goals.

2. It turns the marketing team into a "lead factory" only committing to volume without clear pipeline impact.

3. Step by step, it isolates the marketing team into a satellite support function ("the art & craft department" / "can you make us a banner?")

This is especially true in industries where the sales-led model is the norm.

Now circling back to my subject:

Marketers need to think more like CFOs.

- It doesn't mean they should stare at financial dashboards all day
- It means they should think, and talk using financial metrics

Because when you start talking about unit economics, this happens:

- C-levels, CEOs, founders start listening to you;
- It shapes their perception of marketing;
- "Marketing can actually help."

Finally, marketing becomes a valuable function that can contribute to top-line revenue. Finally, marketers use keywords and metrics that C-levels care about. Finally, it's not only about impressions, awareness, and MQLs.

Now the question is: how can marketing do this?

1. First, marketers should know what metrics they can impact (it should be as far as possible in the funnel but a good one is "qualified revenue pipeline")

2. Second, marketers need to know (and understand) specific unit economics of the business to do their job correctly (CAC, CAC payback, LTV, ACV).

3. Third, marketers need to be able to explain the role of secondary metrics to non-marketers for context (impressions, clicks, leads).

I created an infographic to explain the point (2).

That's how you build a revenue-first marketing function.

I help 20+ B2B businesses every week.

This is what they struggle the most with:

Trying to do everything in parallel.

- Creating content on 3 channels
- Building a big website and a complex funnel
- Launching 5 different offers for 3 audiences

It starts as "creativity". Then it becomes too hard to sustain.

Here is the 4-phase loop I see a lot:

1. Excitement to launch new projects (shiny object syndrome phase)
2. A lot of unfocused work on various tasks (unfocused phase)
3. Getting tired from the task mental load (overload phase)
4. Deep sense of underachievement (FOMO phase)

Then the loop starts again from (1).

The only way to stop it is simple:

Limit the shiny object syndrome, and stay focused on what matters.

Most of the time, the key is doing more of the simple tasks.

🎉 My newsletter crossed 33,000 subscribers!

Here are my top 3 tips to grow yours:

1. Build your newsletter like a product with a clear audience, positioning, messaging, and value proposition

Your newsletter might be free but your reader will "pay with their time". That's why you need to fix your audience problem, share pertinent insights and deliver useful information consistently.

- Audience: Who should read your newsletter?
- Positioning: How do you want to be perceived?
- Messaging: What are you going to talk about?
- Value proposition: What positive impact will you bring?

2. Increase read time, clicks, and subscriber retention with visual assets (formatting, infographics, illustrations...)

Your newsletter is competing with short social posts and dynamic videos. So you need a tactic to retain attention and deliver your messages. Turning my newsletter into a "visual asset" was my best growth factor.

- Infographics, illustrations, photos of you
- H1, H2, H3 structure to facilitate navigation
- Skimmable text with bullet points, short paragraphs

3. Plug your newsletter into your content repurposing system where 1 idea becomes 15 pieces of content

Writing a 10,000-character newsletter every week can be long and repetitive. But when it's a central piece of your repurposing workflow, it gets easier and feels worth doing.

- Combine your best social posts into a newsletter
- Cut your newsletters into 5 social posts
- Reuse the infographics you've created

I hope these tips will be useful for your newsletter!

Feel free to ask me if you have any questions.

My new content creation bootcamp starts tomorrow.

Here are 7 updated rules I'm going to teach:

1. In 2026 you can't just share information. You need a different POV, a strategic narrative, lived experiences, and unique insights.

2. In a red ocean of content, infographics and visual content stand out. I'm going to explain how to create signature formats to get repeat attention.

3. I've updated my content pillar system to a topical mapping strategy. The goal is to have a systematized approach to "what needs to be said".

4. Creating an identity goes beyond what you say, it's also how you say it (visual identity, colors, posture, tone of voice, character, signs of authority...)

5. Your repurposing system should do the heavy lifting. You ideate 1 piece of content. If it's good, it systematically becomes 15 other pieces.

6. Some types of content perform better than others. Learn to fit your ideas into winning frames (bad vs good, comparisons, concentric circles, lists...)

7. Connect your content to a warm outbound system. Engagements become signals you use to prioritize prospects, and set the context.

PS: I'm opening a new content creation bootcamp in March

🎉 My new content bootcamp starts in April!

You'll learn my 4-step system behind 60M impressions:

1. Create your strategy for 2026 with your messaging narrative.

2. Ideate content with your unique insights and unique POV.

3. Learn to write the best hooks and copy.

4. Design your signature infographics and carousels.

And I'll teach you this system during my 5-week bootcamp.

Here's what you'll access:

- 6 Masterclasses with me to install your system
- Tailored 6-month content roadmap reviewed by me
- Help from premium writers to improve your content
- Access to my design team to review your infographics

You end the bootcamp with a system in place, a rebranded profile, branded templates, and 20 validated posts.

And above all: extreme clarity on what to post in the next 6 months.

Let's kick off 2026 with the best content strategy.

Do you want to get more information about my 5-week content creation bootcamp?

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