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

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.

I help B2B businesses get clients with content

The B2B Marketing playbook changed a lot in 3 years.

Here are the 3 biggest tactical shifts:

1. Content was a side quest for the marketing team. It's now a crucial part of their day-to-day.

2. Businesses were spending a lot to build an attribution system. Now they're investing into intent signal systems.

3. Cold email was generating pipeline but it became harder. Now signal-based outbound is the best practice.

They reflect a deep shift in B2B marketing.

And if I had to summarize, I would say:

Before: lead generation + attribution 

- "We generated 100 MQLs" 
- "Where do they come from?"

Now: demand generation + intent signals

- "We're creating demand with content"
- "What account is showing intent?"

The new playbook is about consistently creating demand and actively prioritizing who to contact. This became possible thanks to new tech (AI, tools) and new B2B buyer behavior (self-serve buying journeys, social media as a buying channel).

And of course, the foundations remain the same:

- You need a strong strategy (ICP, positioning, messaging)
- You need marketing discipline (test, analyze, iterate)
- You need data efficiency (CRM, analytics, scoring)

So if you want to install the 2026 B2B marketing playbook:

- Invest in content, partnerships, personal brand collabs
- Gather intent signals, and do warm outbound
- Build a demand capture system

Follow me for daily marketing tips.

I've audited over 500 marketing strategies.

My advice: ask yourself THIS question:

"Do we have a marketing system in place, or just a series of random acts of marketing?"

And here's how to answer:

- Look at the past 12 months;
- List all the marketing actions conducted;
- Analyze if they were connected or disconnected.

It's important.

Because there are only 2 types of marketing approach:

1. Reactive: launching marketing actions based on time-sensitive demand.

2. Proactive: connecting marketing programs together into a system.

And the 2nd type gets more results.

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.

Many founders want "leads" as fast as possible.

- "Contact everyone in the CRM"
- "Send SDRs to every event"
- "We need leads NOW!"

They want to hit the quarter sales targets.

And I feel the same. Because I'm a founder too.

But I'm also a marketer, so I know that:

- Sales cycles can be very long;
- Not everyone is ready to buy now;
- My prospects have many other things to do.

That's why I don't focus only on "lead generation".

I also do "demand generation":

- Daily content across channels
- Help my team create content
- Test new formats all the time
- Weekly in depth newsletters
- Publish complete guides
- Build micro communities
- Get invited on podcasts

The goal behind this discipline is simple:

1. Help the audience and ICP as much as possible.
2. So they might think about us when they need help.

But I also do lead generation (or you can call it demand capture):

- Host forms on landing pages
- Segment, score, and tier CRM leads
- Do warm outbound for high intent prospects

Once again, it's not about opposing "demandgen" and "leadgen".

The goal is to do both of them correctly.

And combine them into a system optimized for revenue.

Follow me for daily B2B Marketing tips.

Founder: "What's the 1st step for a good marketing strategy?"

Me: "Avoid these 3 marketing mistakes:"

1. Unclear strategy with no ICP and broad positioning
2. Weak systems with no KPIs and siloed teams
3. Poor execution with inconsistent efforts

Because here's the truth:

To do good marketing, you first need to avoid doing bad marketing.

That's why reverse engineering works well.

You can identify wrong decisions and do the opposite:

- Shiny object syndrome → Focus on one opportunity
- No ICP → Focus on one ideal customer profile
- Outdated tools → Update the tool stack
- Slow Backlog → Do weekly sprints
- No KPIs → Choose a key metric
- Siloed teams → Align them

At least that's true for strategy and systems.

Because when it comes to execution, it's not that simple.

For example, you cannot simply "write great copy".

What you need is:

- The actual skills (how to write copy)
- The clarity (what you want to write exactly)
- The consistency (keep writing until it's good)
- The experimentation (keep iterating based on results)

So when it comes to marketing operations, it's always about those 4 elements.

Skills, clarity, consistency, and experimentation.

That's the test and iterate mindset.

Follow me for daily marketing tips.

- Domino 1: Your ICP is unclear
- Domino 2: Your positioning is broad 
- Domino 3: Your messaging is vague
- Domino 4: Your offer becomes a buffet
- Domino 5: Your sales team struggles to sell
- Domino 6: Your revenue ultimately flatlines

When your target audience is off, everything else collapses.

That's the "ICP domino effect".

And it's the 1st pattern I've identified, working on over 600 marketing strategies. I can almost always trace bad results back to a lack of focus on one clear target audience.

To be exact, there are 3 types of "domino 1":

- Type 1: "We skipped ICP and went straight to tactics"

- Type 2: "We don't want to lose any opportunities"

- Type 3: "We've outgrown our original ICP" 

So here's my advice:

Look at your 10 best customers, find the patterns, and go find 10 more like them.

It's early 2026, you're planning your marketing strategy.

This crucial decision should be on your radar:

"Should we focus on outbound, inbound, or nearbound?"

The answer will determine:

- Where you allocate your budget;
- Who you hire in the team;
- What tools you invest in.

Now the best way to answer is to understand what each motion implies:

1/Outbound: you reach out to your clients

It's a very useful motion when you're in a niche vertical industry (small number of businesses with specific needs). You'll need to find and contact them with calls, DMs, emails, and ABM campaigns.

You get a direct access to a decision maker without spending a lot. So that's good in theory. But what happens if they don't reply? You send another message? Then another one? That's the limitation.

2/Inbound: they come to you

Horizontal businesses (agencies, cross-team SAAS...) can have an authority content strategy with broader reach (they help a lot of people). Vertical niched businesses need to create targeted assets and position their experts.

It's a great long term strategy but you need to invest for 3/6 months before significant results. You'll need to create thought leadership, social posts, articles, videos, podcasts, etc. So you'll need real experts (in-house or outsourced) to produce the content.

3/Nearbound: Someone connects you

It's a powerful motion underused by most businesses. Your clients, employees, advisors, investors, or partners introduce you to potential clients. The difference with simple word of mouth is that it's intentionally organized in a system.

There are no major downsides, except that it's hard. You need the right tools, an incentive program, talented people that take care of the program, and time to structure a real system.

4/Allbound: you combine all motions

Now the obvious choice is to combine all of them:

- Outbound targets specific high value businesses
- Inbound positions the brand and attracts buyers
- Nearbound generates highly-qualified deals

And they amplify each other in a system.

For example, your content improves your open rates for both outbound and nearbound.

But of course, it's an investment. So what should you do?

I've worked on over 600 marketing strategies and I always get back to this approach: "test, iterate, scale". 

Here's how it works:

1. List marketing actions from each motion in a backlog
2. Prioritize based on feasibility, budget, and potential
3. Test the action during 3 to 9 weeks with SMART goals
4. Assess the results and double down on what works

Then, you can stack winning programs until you reach allbound.

In 2026, best brands mix pull and push marketing.

Because when you combine them, 2 things happen:

1. When your content and online presence is well established, your push marketing actions get better results;

2. Your push marketing actions maximize the ROI of your pull marketing because some people won't contact you directly.

With this mindset, there is no room for:

- "We do outbound only as inbound is uncontrollable"
- "We do inbound only as we attract only"

They are 2 core elements of an ROI formula.

And they also cover different needs:

- Push marketing allows you to get immediate results but you always need to invest to keep results.
- Pull marketing allows you to get long lasting results, but you need consistency and long term investment.

So stop opposing pull and push marketing.

Instead, start combining them into a system.

Follow me Pierre Herubel for daily marketing tips.

"We are targeting CEOs, they are the decision makers"

Good in theory, but:

- What industry?
- What type of company?
- Why would they buy now?
- What's their buying process?
- What's their actual day-to-day?
- What objectives are they focused on?

A target audience is NOT just a job title.

Because this kind of broad targeting leads to broad messaging:

- "We target CEOs" → "Boost your revenue"
- "We target CMOs" → "Get more leads"
- "We target CFOs" → "Save costs"

Instead, you need a precise ICP (ideal customer profile).

Here's what you need:

1. Start with company firmographics
2. Get specific on the job title
3. Understand why they buy 
4. Map the buying process
5. Know what they need

That's how you build a real marketing strategy.

CMO: "We struggle to organize marketing efforts."

Me: "Here's the 1st fix to structure your day-to-day:"

Divide the marketing efforts into demand generation and demand capture.

Here's the difference:

1/ Demand generation

Most of your target audience is not ready to buy. You need to create content for them for visibility, awareness, authority and consideration.

2/ Demand capture

A small segment is ready to buy. You need to install a system to capture inbound leads and an outbound system to reach out based on signals.

Now here's where it gets complex:

You need to continuously balance both.

Otherwise, the entire system will be fragile.

That's the demand gen equation.

Here are two scenarios that happen often:

1. The business invests a lot in demand generation activities (podcasts, socials, reports...). But the demand capture system is not robust enough (CRM is not segmented, pages are not optimized...) so there are revenue leaks. 

2. The business creates a robust demand capture system (everything is perfect). But they don't generate enough demand because there are not enough activities (content, awareness ads, partnerships...)

Both scenarios are fixable with the right playbook. 

But I'd prefer to be in scenario 1.

I've worked on over 600 marketing strategies and I noticed one thing: 

When you figure out the demand generation part, the rest is just about focus, investment, and time.

The 3-step warm outbound system for 2026:

(Most marketing teams skip step 1 and 2)

1. Build your intent signal detection system

The signal-based playbook starts with tracking who's already showing interest in what you do.

- Engagement on your content
- Website visits and page views
- Resources downloads
- CRM and sales insights

Build an initial system, then optimize it.

It will help you to;

2. Segment signals into 3 tiers using an ICP prompt

Not all signals or accounts are equal. Use AI to score and prioritize prospects into tiers. There are multiple tiering systems, here's an example:

- Tier 1: Dream Clients: Perfect account that matches your best case studies.

- Tier 2: Qualified Fits: Good potential account to add to your pipeline.

- Tier 3: Watch List: Potential client but low intent signal strength.

Then, you can start the execution;

3. Match each tier to the right outreach strategy

ABM Strategy for tier 1:

- Research, personalize, and engage your top-tier targets 1:1.
- Create personalized multi-touch campaigns for dream accounts.

Warm Outbound for tier 2:

- Continuously contact prospects with highest intent scores
- Use various channels such as emails, DMs, and phone.

Content Ecosystem for tier 3:

- Stay top of mind with valuable content until timing is right.
- Adapt your content strategy by analyzing signals.

And iterate based on the results.

***

We're implementing this system for our clients in Q1 2026.

Follow me to learn the 2026 B2B Marketing playbook.

In 2026, it's harder to stand out with content.

But it's definitely easier with these 3 rules:

1. Don't think about the format or the hook first. Instead, think about the unique insight you want to share.

2. Always add your point of view (POV) to the insight. When information is available everywhere, your expert perspective matters more.

3. Introduce your insight with a double hook: visual and text. This will allow you to attract attention and frame your point in an interesting way.

This is differentiation 101:

Unique insights + unique point of view + unique formatting.

And that's exactly what you need in a red ocean of generic content.

- You become memorable (top of mind awareness)
- You build an audience that truly wants to read your POV
- You position your brand (or personal brand) as an authority

Follow me for daily marketing tips.

In 2026, social content becomes an SEO asset:

(And this shift will impact your marketing strategy)

For years, marketers wrote articles to appear in searches.

Write an article → Add keywords → Appear in search results

SEO and social content existed in parallel:

- Articles were an SEO play
- Social content was a social play

They rarely overlapped.

Except for repurposing and distribution: turn an article into a short post and share it on socials.

- An SEO marketer could work without ever touching social content.
- A social marketer could work without ever directly impacting SEO.

But in 2026, AI changes this reality:

AI search tools now pull from sources where your brand has authority, mentions, and citation-worthy content. And social content is a great method to build that.

So here's how it works:

1. You publish social content on specific topics
2. It contributes to your brand's authority and online footprint
3. AI search tools are more likely to surface and cite your brand

Now of course, it's still early to define a playbook.

But here's the great news for social content:

Your content now serves twice.

- On social media: grow demand, build authority, get inbound leads.

- In LLM answers: get mentioned, grow authority, capture demand.

In 2026, too many brands still start from "let's run ads".

Here are the 3 strategic layers they're missing:

- A demand strategy with ICP and positioning clarity
- A demand plan with channels, metrics, and sales alignment
- A demand execution roadmap for creation AND capture

They want to "generate pipeline" but:

- Don't know who their buying group is
- Don't know what messaging resonates
- Don't know how to balance creation vs capture

They're missing the foundations of demand gen.

So they end up optimizing small details:

- "Should we gate this ebook or not?"
- "I think it didn't convert because of the CTA"

Now of course the demand gen system in 2026 is about EXECUTION.

- You need intent signals and lead scoring
- You need great content and optimized forms
- You need to combine paid ads, SEO, community, and CRM

But as any other marketing motion, demand gen relies on foundations.

Here are 3 examples on how exactly:

- Solid channel selection → based on ICP definition
- High-converting landing pages → based on messaging
- Effective sales handoff → based on buying group mapping

So let's focus on demand strategy (1) and demand plan (2) first.

Demand execution (3) comes next.

Follow me for daily marketing.

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".

I've audited 100+ content strategies.

Most of them skipped this crucial rule:

You need to cover 3 levels in your content plan.

1. Strategic content: high level insights, industry trends, vision, narrative, point of view...

2. Tactical content: frameworks, playbooks, step-by-step strategies, "how we plan X," decision frameworks...

3. Operational content: tutorials, templates, workflows, tool walkthroughs, SOPs, checklists...

Each level is crucial.

Operational content is as important as tactical or strategic content.

The objective behind this is simple:

Cover the 3 levels of insights so you can talk directly to the 3 types of audience.

- C-Levels, investors, advisors, VPs (they read high-level content)
- Managers, ICs (they read tactical content)
- Operational team (they read operational content)

Because people read what help them in their day-to-day.

Of course a manager will love to read about industry content. But tactical content will help them to manage their team, so they'll keep coming back to it.

Now here's where it gets interesting:

You can reverse engineer this system, and have 3 types of people create in your organization.

- C-Levels post strategic content
- Managers post tactical content
- Team members post operational content

So you cover the 3 levels with total coherence.

🎉 My new content bootcamp starts in February!

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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