Topo centras

Business Development Manager

Otto's Organics

Co-Founder

Three Solutions

Responsibilities:
🔹Develop and execute strategies to drive Marketplace growth.
🔹Foster and maintain strong relationships with key partners to enhance collaboration and maximize opportunities.
🔹Proactively engage in business development activities, identifying new prospects and exploring 
 untapped markets.
🔹Monitor market trends and customer behavior to stay ahead of the competition and adapt strategies accordingly.

COO of 3.Solutions Marketplace

DO OK. Life-changing software services

Business Development Specialist

MeetFrank

Expansion Manager

Atea Eesti

*B2G & B2B IT sales
*200k€ avg. deal size (€12M+ total revenue) 
*Specialized in tenders and custom solutions.
*Key account growth and CRM, fueling substantial public sector revenue increases.

IT Sales Consultant

Elion Enterprises Ltd

Junior IT specialist

MicroLink Eesti

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

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.

I help B2B businesses get clients with content

Many founders hesitate between content & growth:

- "Should we launch a newsletter or paid ads?" 
- “Should we build an audience or activate users?"
- “Should we hire a content or a growth person first?”

Here's what I often tell founders:

Content and growth are not mutually exclusive.

- You should plan content for long term results;
- And launch growth marketing sprints for short term.

Because their main difference is the time horizon.

1. With content marketing:

- You launch a content program (e.g. video podcast + repurposing)
- You stay consistent for at least 6 months.
- You build authority and get leads.

2. With growth marketing:

- You launch a growth experimentation (e.g. a signup flow)
- You A/B test for 4 weeks and then analyze.
- You get your first learnings to iterate.

That's how you run content & growth in parallel.

Now of course you can combine them (3 examples):

1. Use your best organic content for your paid ads.

2. Collaborate on custom content for ABM sprints.

3. Gather intent signals from content for targeting.

And for both, there is no magic trick.

- You need to focus and discipline.
- You need a great strategy and solid execution.
- You need to listen to your audience and iterate.

What's your favorite between content and growth?

Follow me, Pierre Herubel, for daily marketing tips.

“Marketing is easy, you just need to find leads.”

Sure, but you also need to build an entire marketing machine:

1. Define a clear, relevant strategy that actually matches your market.

2. Choose the right tactics and deploy them at the right time.

3. Show up every day with consistent actions, even when results are slow.

Here's the truth:

Commenting on a tech product feels difficult. 

But commenting on marketing feels simple.

- "We don't need this strategy, let's skip to leadgen"
- "I think we should go viral on socials, not do webinars"

And the reason is simple:

The real work behind growth is invisible.

- It's the quiet strategic thinking and research.
- It's the robust systems behind the scenes.
- It's the daily discipline on boring tasks.

It’s about building a real marketing machine.

And the machine is 99% invisible.

So I designed this "Marketing Machine" infographic to show what happens behind the scenes.

- Weeks spent refining positioning until it finally clicks.
- Months testing messages no one will ever see.
- Designing campaigns, funnels, and content plans.
- Publishing content consistently, even when results are slow.
- Sending DMs or emails every day without skipping.

To every marketer doing the invisible work, keep going.

Follow me Pierre Herubel for daily marketing tips.

The best marketers know these 5 principles:

1. When they launch a marketing program, they expect significant results within 3 months, not 3 days.

2. They always listen to their audience, clients, and market to make informed decisions and educated hypotheses.

3. They cover the 5 stages of awareness in their messaging (and not only the most aware stage).

4. They don't oppose inbound, outbound, and nearbound because they know the allbound approach amplifies results.

5. They create content for their audience but also optimize messaging to reach their ICP (they know it's 2 different groups).

In other words, they follow foundational marketing principles.

And they stay as far as possible from "hacks".

Because here's the truth:

Some people still think marketing is like magic:

- "Let's go viral with our content"
- "Push the paid ads button to get leads"
- "Let's skip to results, no experimentation"

Most of the time, it's because they don't see what happens behind the scenes.

And all the principles that contribute to results.

Follow me Pierre Herubel for daily marketing tips.

PS: Do you want a part 2 of the marketing principles? There are more.

I've helped over 100 brands fix their content creation.

And most of them face the SAME problem:

They create content but they don’t repurpose it.

Here's what happens exactly:

- They spend a lot of time producing content
- Then post it once and move on to the next idea

They treat every piece as single-use.

And this leads to 4 deeper problems:

- Sub-Problem (1): They brainstorm new ideas every day instead of building from what already performs.

- Sub-Problem (2): They post inconsistently because they reinvent the wheel every time.

- Sub-Problem (3): They waste time on production instead of multiplying distribution.

- Sub-Problem (4): They never build assets that compound across channels.

They’re trying to “fix” content by adding more ideas, when the real solution is to repurpose the best ones.

Now here's what I found out:

Most businesses don't have a clear repurposing system.

- "How to know what to repurpose?"
- "How to repeat without boring the audience?"
- "What formats should I use when repurposing?"

That's why I just released my new course "The Repurposing Factory".

It will teach you:

1. Turn one strong idea into 20+ pieces of content

2. Plan repurposing with 11 validated flows

3. Build visual consistency across time and channels

4. Use AI to accelerate repurposing

Click on "visit my website" and join 180+ members.

Most businesses have no real newsletter strategy:

- "We will send 1 newsletter per month"
- "We will share our company news"
- "We will add CTAs to our website"

They treat the newsletter as a task, not a real marketing tactic.

On the other side, some businesses:

- Use their newsletter as a strategic asset;
- Send qualified audience to grow the asset;
- Turn their newsletter into a revenue machine.

The difference? They have a newsletter strategy.

To be exact, they followed 5 key steps:

1. They built the strategic foundations
2. The newsletter has a value proposition
3. They have a clear content posture
4. They installed an audience feedback loop
5. They created a clear content plan

You'll find the full breakdown in the infographic enclosed.

So here's my advice (if you want to turn your newsletter into an asset):

Stop sending newsletters on autopilot.

Pause. Create a strategy with the 5 steps. Then start again.

Follow me, Pierre Herubel, for daily marketing tips.

How to prioritize your Marketing Roadmap:

Follow me Pierre Herubel for daily marketing tips.

How to prioritize your Marketing Roadmap - Pierre Herubel

Founder: "We don't know how to organize our messaging"

Me: "Follow the 5 layers of B2B Messaging:"

1. Your narrative explains the broader context and the problems your offer is solving.

2. The outcomes indicate the high-level benefits customers can expect from your offer. 

3. Your capabilities stipulate exactly what your customers will achieve thanks to the features.

4. The use cases show in what specific situations your offer can be used (so clients can project themselves)

5. Features answer the question "what's in it for me exactly?" 

Your entire messaging must be informed by customer insights.

And you need to address each level (it's crucial).

Otherwise, you might fall into one of the 3 messaging traps.

Trap 1: Get stuck at the narrative + outcomes level

- Talk only about broad concepts and promises
- But stay unclear about what your offer provides
- So prospects don't know exactly what they get

Trap 2: Explain only features

- Illustrate only the technical side of your offer
- But omit use cases, capabilities, or outcomes 
- So prospects can't project themselves

Trap 3: Produce only technical content

- Write case studies, comparisons, guides...
- But forget narrative & POV social content
- So prospects don't discover your brand

That's why you need those 5 layers of messaging.

So you can cover the entire buying journey.

Follow me, Pierre Herubel, for daily marketing tips.

I create over 40 pieces of content per week.

Here are my 7 repurposing tactics:

1. I use the 'extend' repurposing process (while everyone else is using the 'cut' process).

2. One winning insight becomes 1 carrousel, 1 infographic, 1 newsletter, 1 blog article, 1 video, 5 short videos, and then 5 posts again. (1 = 15 rule)

3. I created a library of visual assets.

4. I have predetermined outlines to repurpose faster (example: it takes me only 30 minutes to turn a carrousel into an infographic)

5. When I create a content plan for my clients, I plan the repurposing system before the content creation (this changes everything).

6. I built a feedback loop system relying on social listening, polls, and keywords analysis. So the ideation process is smooth.

7. I developed a 'master content' process that allows you to run a 3-month marketing campaign from 1 central piece of content.

👋 Learn to build your content repurposing system → Click on "visit my website" to learn more about my repurposing factory course

Here's how to make your content scannable:

(Follow me Pierre Herubel for daily marketing tips)

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Rait Otto

Pierre Herubel

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The Battle

Rait Otto

Pierre Herubel

Followers

Posts

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);}Pierre Herubel's LinkedIn Performance

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